Market assessment indicated the local community did not know that Baylor College of Medicine provided healthcare services, nor trusted Baylor for quality services. Prior to determining strategic initiatives, we first had to understand the identity and how the brand would meet the needs of the consumer. Who is making the decision on healthcare? What are the choice factors? Is the brand known for meeting these needs?
This is a common starting place for businesses.
Once this assessment was completed, the brand book was developed to showcase the now known identity and explain to the internal team why this consistency would be so important.
Upon establishing the identity and brand, I was able to implement strategic initiatives to drive awareness of services resulting in a 10% increase in volume.
Why would we bring a well known, respectable female role model together with a healthcare company? Because Carli Lloyd’s story was this brand’s story and the story of so many other women navigating their care. This partnership focused on authentic content and relied heavily on both brands, Baylor and Carli to believe in the same outcome, empowering the local community to take control of their health. Overall, the partnership drove brand awareness and increased volume and revenue proving that consumers want authenticity.
Negotiating this partnership included finding communication tactics that allowed for the true, authentic voice to be heard while still using tactics that appealed to the target audience. Tactics included blog posts, social media, onsite activation and a local community partnership all driving awareness for services offered.
The goal for this partnership was to drive awareness of services. Within the nine month campaign, awareness increased 3% ultimately driving volume.
Experiential or event marketing is a way for brands to provide an experience for their consumers, driving not just awareness, but also allowing for a relationship with the consumer to form.
Love’s Travel Stops and Country stores needed a way to connect with their consumers and drive loyalty, not just first time or one time purchases.
Partnering with the Oklahoma City Thunder, Love’s named the upper seating deck of the Chesapeake Energy Arena “Love’s Loud City”. This combined a certain identity for fans sitting in the upper deck with a well known brand supporting the community and local team. Ten years later, fans sitting in Love’s Loud City still get to experience the game in a personal way which is then associated with the truck stop and country store brand.
Smart phones and mobile apps play a vital role in a consumer’s day, now known as the second screen. Years ago though, brands were looking to connect with consumer’s through their mobile device and compete with applications first to market. Instead of trying to create a product that distracted consumers from their mobile device, why not create a product within the device that adds to the overall experience?
At IMG, within the college division, we developed and implemented school athletic apps intended to provide a personalized game day experience for each fan. This product started with what fans and consumers need to enhance their game day experience. What makes game day more enjoyable?
Often times, brands have awareness, but consumers don’t necessarily understand or trust the product offering. Experiential or event marketing is a way for brands to form a relationship with the consumer, connecting the buyer with why you should purchase the product or service.
The brand, Lowe’s Home Improvement was looking for a unique engagement opportunity with consumers within the college sports space. We developed free concert events before select college football games, hosting thousands of consumers and connecting these potential shoppers to a fun experience plus additional information about the store.
Sports, especially college sports evokes passion. It’s a space where general consumers spend their free time (and money!).
Social media is an extension of how we communicate with each other.
As a brand, Lowe’s Home Improvement wanted to engage with their consumers in their place of happiness. The social media campaign, Lowe’s Defining Moments showcased moments in history that defined the game, the team and the fan base. First, this provided content the consumers wanted to read. Second, this provided an authentic way for consumers to engage with the post. Lastly, this provided a connection between the fan and the brand, allowing for an opportunity to connect on specific messaging regarding brand identity.
Choice factors differ among products, services and brands. You might need brand awareness, service or product awareness or direct sales which could be incentivized with price, convenience or a host of other factors. For brands that can’t rely solely on direct sales or brands that need to find a new way to connect with consumers, authentic content and community partnerships is often the way to go.
For this brand, Blue Cross and Blue Shield of North Carolina, the consumer was identified and the strategy to empower this consumer with tools and resources to make her healthcare journey easier was set. To share this message, we partnered with Mia Hamm, one of the greatest athletes of all time because she also cared about empowering women. The value here was not only using a trusted voice to share your message, but also implementing tactics that allowed for authentic conversation.
We planned a Women’s Executive Day, inviting female executives from the community to hear Mia Hamm speak and hear from a panel of other women faced with the same professional and personal challenges. Mia and the panel shared insights on how to juggle a work life balance, how to talk about pay increases at work and lessons learned from raising children. The end result was not direct sales, but real conversation with our main audience resulting in increased trust for the brand. This type of trust is invaluable because it drives brand loyalty which turns into longterm sales.