 Mercy Medical
Challenge:
An integrated Medical network had expanded over a fifty-year period to include a wide range of high-value medical, emotional and spiritual services. These nationally recognized services included home healthcare for all ages, a fine rehab hospital recognized for getting people healthy faster than any other facility of its kind in the nation, assisted living and life care communities that stretched across two counties as well as family counseling. However, the communities they served had an overriding perception that hospice was the key (and sometimes only) service offered. Therefore, the public’s key association upon hearing the Medical network’s name was one of death and dying. Our challenge was to educate the communities as to the expanded range of services while re-branding and re-positioning the company as a provider of life and health, not death and dying.
Solution:
- A freshening of all corporate graphics and signage while not totally abandoning the equity in the existing logo and corporate ID served to soften the look to be more accessible and friendly
- Next, colors were softened and, like the logo, made warm and welcoming.
- A strategic creative plan was completed and advertising elements were executed lead by a new positioning line: Enhancing health. Celebrating life.
This line introduced bright, happy, active people enjoying the key benefit of an association with the company, their health. Patients and staff were used in the electronic media, making them a real part of this message. Tactics of TV, radio, print, outdoor, direct mail and web content were utilized to carry this new, vibrant message. This line introduced bright, happy, active people enjoying the key benefit of an association with the company, their health. Patients and staff were used in the electronic media, making them a real part of this message. Tactics of TV, radio, print, outdoor, direct mail and web content were utilized to carry this new, vibrant message.
Result:
The staff immediately felt a part of this new message, which translated to the heart of the communities. Life care and assisted living community enrollment is on the rise and additional referrals to the rehab hospital and services are being made. The new position and company brand worked quickly to shift perception to the bright reality of this outstanding company. |
 Senior Bowl
Challenge:
The Senior Bowl, founded in 1950, is unique in the sports world. The annual event, held in Mobile, Alabama, features outstanding college seniors in their last game prior to entering the professional ranks. These all-stars are coached
during the week preceding the game by full NFL coaching staffs as they are simultaneously evaluated by pro scouts from around the league. Local attendance, ticket sales, sponsorships and television broadcast interest had eroded over the years to the point of putting the game itself in jeopardy. The challenge was to re-fire interest in this event which was so critical to the city, sports fans and to NFL talent evaluators.
Solution:
Reestablish passion for the Senior Bowl at the grassroots level. Roll that passion vertically through city officials, local businesses, and broadcasters to reposition the game in its proper place as The Cradle of the NFL. This
position was supported in marketing and advertising communications by stating the names and showing highlights (procured from Steve Sabol’s NFL Films) of past Senior Bowl players who went to legendary status in the NFL. Names like Walter Peyton, Terry Bradshaw, Lynn Swann and many others illustrated the importance of this annual event to professional football
overall. These messages were delivered with emotion and with the national look, feel and production value of a Super Bowl event.
Result:
The first year of this repositioning effort was the first paid sellout in many years. ESPN carried the game that year and did a segment on the event featuring the advertising and following the positioning messages. This helped deliver our key messages to the nation and worked to rekindle interest
and reestablish the Senior Bowl as The Cradle of the NFL. The event has now been a sell out every year since and enjoys long-running sponsorships from local and regional businesses. |
 Madison River Communications
Challenge:
Madison River Communications purchased four separate and unrelated local telephone companies within a period of one year. Acting as the central holding company for this new quad-merger, Madison River’s challenge was to quickly establish a common brand, look and feel as well as begin to use the cost advantages of the economy-of-scale this new arrangement offered. Branding, retail sales, service, and announcement of the new entity were all to occur simultaneously. Most staff remained in place initially, names of each company remained the same, yet logos and all corporate pieces had to work together as one. In addition, all marketing effort and retail offers as well as newsletters, invoice inserts, etc., were to be coordinated across all four companies. The challenge ranged from quickly establishing brand to being certain billing inserts were coordinated, correct and to their destination ahead of invoicing time.
Solution:
Build a team of fast response, account-savvy creative people that could multitask effectively. Writer & artist worked closely with the account manager, to handle adjustments real-time when necessary. Brand/logo development was literally created and approved as marketing pieces were simultaneously reviewed and completed. The solution can truly be summed up in one word: FOCUS. The team borrowed color and design where appropriate from the companies involved. We remained sensitive to the fact that, while it was necessary to make changes to reach our goal, there was true equity in the current tone and feel and we attempted to put that to use whenever possible.
Result:
As the initial month’s passed, we were able to begin working through one marketing manager on the client side to refine and expand the Madison River Communications brand. We found ways to gang print for all companies to utilize economy-of-scale and to seek out vendors for each company that deliver quality within budget. The overall result is now a well-branded company running effectively and efficiently, generating profit in a highly competitive telecom market. |
