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Archive for: Phoenix Marketing and Advertising Agency's Content Development - Case Studies

The Power of a Cookie

February 22, 2018

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Seeing is believing with A cross-channel, integrated social enterprise campaign

SITUATION

A non-profit, statewide community service organization desired to create a social enterprise to support community fund development and awareness. FabCom created a hidden gem with its marketing, positioning, and social advertising giftcookies.com program. 100 percent of the proceeds from cookies purchased go toward helping the homeless get the support they need to turn their lives around. Even better — people previously facing homelessness are making, baking, and packaging the homemade cookies for sale and, more importantly, gaining vocational training that will help them build a new life for themselves and their families.

The objective was to further develop the products and marketing promotions, then market the social enterprise promoting the selling of these cookies to help support this transformational program. The focus was on providing for those in need of hand up instead of a hand out — a program full of potential that had not yet been realized.

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Better Advertising ROI with Real Time Analytics and Marketing Intelligence

March 18, 2016

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MEDICAL AND HEALTH SCIENCES UNIVERSITY SPLIT TEST: OPTIMIZING ADVERTISING CAMPAIGNS WITH MARKETING BUSINESS INTELLIGENCE

SITUATION

FabCom, a Phoenix marketing and advertising agency, has a long-standing relationship with a prominent health sciences university. The University attended a Community Health Association conference as part of their ongoing support for the health centers. The agency was tasked with designing the community health conference marketing campaign; multichannel progressive messaging techniques were deployed. Complete with marketing business intelligence, the advertising campaign included an email (HTML) and Personalized URL (PURL), providing a unique and personalized landing page for each post-conference attendee targeted.

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Lead Generation

May 10, 2012

Multi Audience Targeting

May 9, 2012

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Increasing Awareness Among Multiple Audiences

SITUATION

Residents in a large integrated healthcare delivery system’s primary service area (PSA) and secondary service area (SSA) had low awareness and understanding of symptoms and risks for heart attack and stroke (brain attack). Heart attack and stroke cases (as well as cases related to these) had been stagnant or in decline for two years. Finally, a new drug therapy for stroke victims (tpA) had recently been introduced by pharmaceutical manufacturers which provided a newly discovered three-hour window within which permanent damage could be minimized if symptoms were recognized and treated.

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Brand Awareness Advertising for Integrated Healthcare Marketing

May 9, 2012

SITUATION

An integrated healthcare delivery system with two acute-care hospitals was launching four new outpatient services (wound, continence, sleep, and pain) and needed to reintroduce two existing services which had never gained sufficient consumer awareness (chemical dependency and cardiopulmonary rehabilitation).

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Healthcare Marketing: Trust Me I’m the Doctor

May 9, 2012

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SITUATION

The population in the primary service area (PSA) and secondary service area (SSA) of a two-hospital integrated healthcare delivery system had traditionally been almost exclusively seniors. It was now transitioning very quickly to “boomers” and older boomers with families. The marketing challenge was to neutralize the 30-year perception that the system was for “seniors only,” without alienating the historically older target audience. The majority of new residents moved in with little or no awareness of their local healthcare choices and without a primary care physician. Also because of the change in demographics, new residents had little or no awareness of the healthcare system’s long history of serving the community and, therefore fund raising for the system’s foundation had declined. Because of the decline, the foundation did not have sufficient budget to effectively market for donations.

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