We developed a new brand architecture for Adheris Health, which included new positioning, brand personality and a brand campaign that illustrates how brands, partners and patients can EMPOWER BETTER HEALTH

A successful 30-year history

Known for one service, but offers many
Awareness problem with new, younger target audience

To be recognized as a leader
To be known for innovation
To improve awareness amongst new, prospective clients

Stakeholder Interviews
Brand Architecture - tone of voice, personality, core values, visual identity
USP, Key Messaging
Brand Tagline
Brand Campaign
Website
Pitch Deck
Sell-Sheets
Infographic
Social & Online
Advertising
Video
Tradeshow

Increased traffic to site by 30%
Created new sales lead stream

Increased confirmed meetings at annual trade show by 30%
Recognition of new visual and messaging by current clients

PUBLIC HEALTH

how

York Region Public Health had long offered free health services to residents of York Region, but the public barely used the services because it had no idea who York Region Public Health was or what the division did. The healthcare provider was internally fragmented – four departments ran independently of each other, with inconsistent messaging and visual DNA, confusing the public and rendering YRPH invisible.

Bold “Who Cares?” concept was a juxtaposition to how much YRPH cares for the community
The boldness set the personality’s tone of voice
Life size spokesperson (Regi) was proposed to bring to life strong approachable brand recognition
An integrated geo- and behavioral-targeted campaign was developed
Photography taken in well-known locations of community for community to create a sense of familiarity
A combination of traditional and emerging media was crafted to effectively reach all age groups

www.york.ca/whocares

results

A united York Region Public Health community participated in the ongoing brand campaign
Public engagement and awareness increased the YRPH service usage by 15%

Marketing / Media Plan

Target Audience – women 18+ • Secondary – adults 18+ • Radio – News Talk & Pop • Transit – Reaching Broad Demographic • Bus Shelter Takeovers • Movie Theaters • Tim Hortons TV • Online Banners • Pre-roll video 15-30 • Facebook newsfeed – Older skewing • Instagram – younger skewing

Woodbine Mohawk Park established in 1963, needed a well deserved refresh to the environmental appeal of the facility. We needed to rebrand the venue and elevate the customer interaction elevate the experience.

Creating a customer-centric design is essential for delivering a dynamic end-to-end customer experience. By focusing on the needs and preferences of our customers, we ensured that every interaction was seamless and engaging.

prior to rebrand

NEW main entrance header

Then

Now

brand design / graphics

Clean, creative and friendly brand design adhering to a very limited budget. Renamed / rebranded restaurants and food kiosks including proposing Mohawk flagship IPA beer.

Wayfinder-Kiosk-June19-Option3Gradation-

woodbine.com/mohawk

how

Revitalizing the Mohawk brand by establishing a family-friendly atmosphere with bright lights, exciting & tastefully contemporary designs. Bold tones create flow from the entrance to the trackside bar and patio. Gone are the Art Deco stereotypical racetrack graphics. To satisfy todays immediate gratification society we needed to implement responsive marketing efforts. Pure, high-energy uncomplicated excitement was needed to change the off-track experience.
Stand alone Kiosk betting stations to be placed in key hi-viz traffic areas.
New restaurant experience with farm-to-table menu at the Mohawk Harvest Kitchen to entice family dinning.
Revised food and beverage stations proposed Mohawk Brand Craft Beer.
Customer support areas through way-finding kiosks, even the flags in the parking lots were re-designed.

Nutrition House is Canada's leading Natural Health Product franchise. Founded in 1979 as a family business, NH began franchising in 1993, extending our commitment to the health of Canadians nationwide. Today, NH operates over 45 retail stores, located in high profile shopping centres across Canada, and in the USA.

Their products include national brands of vitamins, supplements, body care and sports nutrition products, as well as exclusive nutrition house extra products, and co-branded extra-value products, packaged exclusively for nutrition house by national brand suppliers.

Nutrition House and TMC / INCITE group was tasked with providing vendors national exposure to secure competitive pricing, while giving franchise stores support by driving local store traffic. The drastically changing competitive landscape shrank media budgets as vendors allocated their dollar commitments to big box stores, large national grocery chains and online efforts.

how

Developed smaller campaigns to provide vendors with cost-efficient (smaller investment) digital programs that met national reach requirements
Developed numerous campaigns to provide NH with consistent in-market presence throughout the year
Purchased social media and online geo-targeted to store locations, meeting national reach requirement, while driving local store traffic for franchisees
Created a community of followers, (target audience - Women age 30-50) averaging a 24.07% (OR) open rate over all online campaigns

results

digital programs

Created a community of followers averaging a 24.07 (OR) over all campaigns
Over 5.5 million impressions / 60 campaigns
ASK US HOW campaign produced over 3 million impressions
Healthy Perspective campaign measured 14.34% email open rate / 2.20% CTR
Digital flyers 12.7 open rate / 12.2% CTR

research

how

Catalina Health provides big pharma companies with a very targeted approach to reach their exclusive audience. Catalina Health targets health consumers at the pharmacy level, so they can encourage them to adhere to their medication.

Big pharma can also cross promote by targeting health consumers (for example) that suffer from a heart condition with a new and improved prescription.

Consumer Packaged Goods can cross promote at the pharmacy level by promoting low fat snacks to those with heart conditions. Catalina Health has the data and insights so that brands can pin point their marketing. You can’t get better targeting.

Market research confirmed that the Catalina Health Resource (CHR)  brand is perceived as dated and irrelevant.

The audience clearly wants Catalina to:

Be more innovative
Improve its technology
Enhance overall value
Become more consultative

Here’s how they feel about your brand:

… some messages are getting stale…

… lack ‘attention-gettingness’…

… kind of static and boring…

… look is too subdued and should be jazzed up…

… some of it feels antiquated…

BRAND ENLIGHTENING

This rebrand positioned Catalina Health as a knowledgeable guide  ready to lead clients down the path of discovery and enlightenment  to help them engage brilliantly with health consumers.  It evokes powerful feelings of trust, wisdom, insight and the  promise of good things to come.

What make this concept especially compelling is the symbiotic relationship between things created in nature and those made  by man. The man-made lights make the path through the dim woods more visible. Catalina Health can draw the same parallel. Utilizing  a man-made database with over 150 million household IDs, Catalina provides illuminating insights into health consumers that enables highly-personalized messaging to spark positive changes in  human behavior.

LinkedIn video ads

• Catalina Strategy

• Brand Campaign & Creative

• Revitalized Website

• New Mobile Component

• Video Challenge

• E-mail campaign
• Online Ads in all the market pubs

• New product digital literature

• Tradeshow booths redesign, large and small

• Press release kits

• Social media

• LinkedIn video campaign

• Publication ownership

• Launch video with custom music

PR Kit / Lightbox

Video E-blast

Website relaunch

VIDEO

what we knew

Ansell Micro-Touch NitraFree Exam Glove

Saturated, commodity exam glove market
Higher price point than competition - Ansell quality & reputation
100% Nitrile (latex & powder free)
Pink exam glove for breast cancer

how

product launch strategy

Giving Back
- Partner with Susan G. Koman for the Cure
- Money donated for every case sold
Leverage emotional connection with nurses
- It’s not about the product, it’s about their commitment
- Develop a community of followers
Launch the “Power of Pink Campaign” at biggest trade show of the year - AORN in Anaheim, California { 7 weeks away }

the campaign

what

Aggressive print campaign in major trade publications
Online campaign asking nurses to lend a hand in support through social media
Educational website with ability to post support online and donate to the cause
Initiate the power of pink community by involving them at AORN show (Association of periOperative Registered Nurses)

Campaign Ad launch

Preshow mailer to attendees and repetitive e-blasts, & social involvement promoting the campaign, asking for support by personalizing glove hand and posting it to our “wall of empowerment”
For every glove posted on our wall, Ansell will donate $1 to Susan G. Koman for the Cure
Ansell will donate a minimum of $25,000 dollars
Custom pins were given out for show of support
Create a Community

results

Over 2000 hands posted out of 3200 attendees
Ansell’s community of followers a success
Sales force network increased by 20%
Sales receiving emails and phone calls commenting on how this support effected hospital staff - Brand Success!
Largest orders ever generated at AORN.
Campaign contribution, over $125,000