A public relations firm
contracted us to create
a print and radio campaign
to increase brand awareness
and build local patient
retention for a hospital
competing for market share.
We developed a series of
newspaper ads and :60 radio
spots tied to creating a new
reality for the hospital’s target
market. Ads consisted of short
benefit driven headlines with
copy backed by facts. The
campaign was awarded by
the Public Relations Society of
America (PRSA) with first place
in the "Campaigns" category
and also won "Best of Show".
An integral component of
PRSA judging includes bottom
line results.
The goal for this campaign
was to increase provider
and parent participation in
the Michigan Childhood
Immunization Registry
(MCIR) program.
We were contacted five years ago by the
Kent County Health Department to rebrand
the MCIR program. Problem was, parents
were opting out of this helpful service for
no apparent reason and there needed to
be higher provider participation too. We
rebranded the service by emphasizing
program benefits and featured fun shots
of the target market. Rather than producing
a conventionally sized brochure, the piece
was sized slightly larger than a shot card.
This was more convenient for parents and
saved the health department $$$.
Over time we’ve developed additional
collateral pieces including a poster, folder
and booklet supporting the MCIR web site.
These pieces have been a huge hit and
are now used virtually statewide.
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