SITUATION 
Gas prices were on the rise rather dramatically in 2011, and the Toledo Area Regional Transit Authority wanted to create an awareness campaign with the goal of reminding people that public transportation was one of the best means of combating high gas prices.

SOLUTION
We created a series of posters designed to get people to stop a moment and reflect on their own gas consumption and consider using a less expensive means of getting around town.

RESULTS
A comparison of rider figures showed a 12% increase in 2012 over 2011 ridership. 

The challenge was to generate awareness and drive sales of the new "For Life" game with both the existing instant game market as well as occasional instant game players. So, we took the approach that with the Ohio's four new Win for Life games, it's easier than ever to win cash for life. The hard part is imagining it has to end as this campaign illustrates.

CAMPAIGN DESCRIPTION

The Ohio Lottery wanted to promote their new over-sized instant game ticket that gives players a chance to win up to $500,000 instantly. To create awareness for the new game, we developed unique animated Cop and Robber characters to convey the message in a fun, entertaining way. This integrated campaign included traditional TV, video for in-store displays, social media elements, radio, print and digital ads.

CAMPAIGN DESCRIPTION

With the success of the Royal Gems instant game, the Ohio Lottery requested that we create a sequel using our Cop and Robber concept to promote their newest instant game called Super Break the Bank. We added another character, our Cop’s trusted police dog. This integrated campaign included traditional TV, radio, print, digital ads and social media elements including :15 and :06 second videos.  

To support the launch of the new Explorer, this campaign was designed to change the perception that Ford is a brand for men. So, we partnered with Meredith publications to create a platform where powerful women in previously male-dominated fields could share their empowering stories of how they are challenging the status quo and paving the way for a new generation of women. This massive campaign produced close to 100 pieces of content and ran across multiple platforms in digital, social and print. It also included simultaneous cover takeovers of five national women’s magazines – a first for any brand.

I am proud to have been invited to work on the print spread ads and some of the digital work for this amazing campaign.

To see the hub on People.com, visit https://partneredcontent.people.com/ford/new-power-suit/

“THE FIGHTING SPIRIT” CAMPAIGN

This is our David and Goliath story. Like David, Lima Memorial Health System is the challenger – an agent of change, a force for good, a group who wears a greater purpose with pride and ambition. While Lima Memorial and their competitor St. Rita’s Hospital have very similar offerings in terms of services, technologies, caliber of physicians, St. Rita was perceived as the better hospital. To change perceptions, we needed to give our audience something they can relate to and feel good about. Something that mirrors their own aspirations and leaves a lasting impression in their minds – and hearts. The people of Lima and its surrounding communities needed to know that they have a health care system that’s in their corner. A system that’s not afraid to fight for them. Whatever it takes, and however long it takes. Lima Memorial is that health care system. And that’s what this campaign is all about. Using minimal copy, powerful images, and highly emotional music in the television and radio spots, the consumer is left with a renewed sense of pride for their city – and the hospital that bears its name.

As a follow-up to our first campaign entitled The New Power Suit, we launched the Women Who Power America Forward. This work aligns with the Ford brand campaign, Built for America and celebrates the women who are out here building, shaping and moving our country forward. This multi-faceted campaign that lived everywhere from multiple social platforms to podcast integrations to a LinkedIn panel contained over 250 pieces of content. And it was created, produced and launched in the midst of the global pandemic by an almost totally female team.

https://www.ford.com/women-who-power-america-forward

Unwritten Life Stories

There’s a new generation of older adults ages 65+ and they’re healthy, active and ready to explore the next exciting chapter of their lives as they choose their legacy as well as a Medicare plan.

Our message to this group was simple. When you’re ready to begin the next chapter of your life story, count on Blue Cross Blue Shield of Michigan to be there with you, at every turn.

So, we created two direct response TV spots and supported the campaign with social ads, direct mail, OLA and a refresh of the Medicare landing page for BCBS.

SITUATION 
White Castle used to dominate the late-night sales market, but as more and more fast food vendors began to extend their hours, White Castle’s sales took a hit. Their response? To introduce a revamped breakfast menu to recapture some of those lost sales.

KEY INSIGHT
Appealing to White Castle’s core “craver” audience wasn’t enough. To really move the needle, White Castle needed to draw in new patrons, while increasing engagement with millennials who often eat at nontraditional times.

SOLUTION
We crafted a fun, colorful series of POS materials, coupon wraps, digital ads, posters and radio spots, which prominently featured the new breakfast items, while inviting consumers to stop in and try them via humorous and catchy messaging.

SITUATION

Northwest Ohio is battling a heroin and opiate epidemic. An average of three people die each week in the Toledo area due to heron-related overdose. Lucas County Sheriff responded to this public health and safety crisis by launching an addiction resource unit in July of 2014 named D.A.R.T. (Drug Abuse Response Team). This team takes law enforcement officers beyond traditional roles and, as first responders, directly involves them with treatment.

SOLUTION

D.A.R.T. lacks the resources needed to meet the growing demands of the epidemic. So, in order to raise awareness of the region’s increasing heroin problem, we introduced our audience to the “real face” of heroin, as these campaign ideas illustrate.

CAMPAIGN DESCRIPTION

Mercy Health wanted to announce their partnership with the University of Michigan around Grand Rapids and Muskegon. It’s very exciting when two great entities join forces and work for the betterment of all. We developed a nice announcement campaign based on the sharing of knowledge and information. This is the print, outdoor and digital that resulted.

SITUATION

For the most part, the students in our target audience are optimistic and idealistic. They want to be leaders today. They want to make a difference and impact policy and influence things that are in the vein of public affairs, but not necessarily through the government.

SOLUTION

This campaign shows students there are plenty of career paths where they can make a huge degree of difference. Whether it’s in human rights, education, hunger, renewable energy, politics, health or another important cause, the John Glenn College of Public Affairs shows students that when they turn their passion into action, they can do great things. And in doing so, they can become the cause in which they believe, and that in itself is a powerful tool.

Stylistically, this campaign is big and bold and has a grassroots type of “rally” feel.

CAMPAIGN DESCRIPTION

The Ohio Lottery was launching a new roulette-style game called The Lucky One to run between existing KENO draw shows. The objective was to create interest among younger audiences who were intimidated by the perceived complexity of KENO. We needed a campaign that can compete with the multitude of other channels vying for our target audience’s short attention span, so we created a spokeswoman who had a retro, yet modern day look. There’s a playfulness in how she reacts with the typography and graphics that is very appealing, impactful and memorable. 

OUT OF HOME

We couldn’t think of a better environment to talk to consumers about safety and legroom than in an airplane. So, we created this interactive airline tray table campaign to promote the new Ford Taurus. We knew that because we had a captive audience, we could use the opportunity to be fun and engaging while talking about a serious subject matter. And because the Ford Taurus scored so well in national safety tests, we couldn’t help but influence passengers at the car rental counter.

A couple of fun ads inviting people to visit the website.

A light-hearted and fun campaign for Ford’s energy-efficient electric vehicles. Also, winner of a gold Caddy award. 

SITUATION

The challenge was to create a brand awareness campaign for Mercy Health that would set itself apart from other well-known, established competitors who had built a reputation for medical expertise, diverse resources and a proven track record. 

KEY INSIGHT

Through research, we learned that Mercy Health was known for their compassionate side, but not for their expertise. So, we created a new brand campaign that emphasized both patient advocacy and medical expertise was introduced to consumers.

RESULTS 

As of the end of September, 528 patients had visited the first urgent care location. In the first month the pre-registration feature on the app was promoted (beginning Sept. 23), 164 new app installs were completed – a 25% increase in less than a month over total app downloads in 18 months (since its original release in December).

SITUATION

TARTA wanted a campaign to show how valuable its service is to riders and non-riders alike in the Toledo area. Including businesses who rely on TARTA for bringing in customers; elderly persons who depend on TARTA for getting to their doctor’s appointments and pharmacies; and disabled persons who lack the ability to drive.

RESULTS

Its Paratransit service (TARPS) saw an immediate increase of 35,260 of passenger trips for 2010, and set a new monthly record during January 2011, when usage exceeded 20,000 passenger trips for the first time in the service’s 22-year history. Incidentally, this campaign was awarded the 2011 Annual Ad Wheel Awards (the equivalent of the Oscars for public transportation).

Consumers knew the ProMedica brand, but they didn’t grasp the power of ProMedica's network. Our job was to communicate the advantages of a system-based approach in which continuity of care, collaboration and information-sharing generate better patient outcomes. The Well Connected campaign was designed to connect with multiple audiences in markets both large and small. Post-campaign research indicated 61% of respondents specifically understood the benefits of receiving care within a coordinated system.

FRAM, one of the leading automotive replacement parts company, wanted a website to make it easier for visitors to find replacement parts. This is the work that helped us win their trust, and their business.

SITUATION

HCR ManorCare wanted to create awareness of its post-hospital recovery services for those who needed rehab, skilled nursing or medical care before returning home. Our charge was to promote HCR’s expertise in helping consumers overcome their challenges and get back home.

KEY INSIGHT
The target audience wasn’t longing to get back to rock climbing or hang gliding or any of the clichéd, unrealistic images typically found in eldercare ads. To them, something as simple as climbing a flight of stairs could be monumental.

SOLUTION
We created a campaign that showed how the everyday things, often taken for granted, can be huge challenges to those recovering from surgery or a debilitating illness. By exaggerating everyday situations, the campaign showed how HCR empathized and provided the best path back to wellness.

SITUATION 
Certified Angus Beef brand was created in 1978 as a means of breeding and marketing a superior brand of beef. In the decades since, the word “Angus” has become synonymous with quality beef, yet consumers don’t realize that not all Angus beef producers are created equal. And none measure up to the original. We were asked to create a campaign that emphasized the key differentiators to consumers, chefs and restaurant owners.

SOLUTION
We created a campaign that combined beautiful product shots, nostalgic headlines and an elegant design with facts about the Certified Angus Beef brand’s heritage and the lengths to which it goes to create a superior cut of beef.

This campaign takes the “Crave” to a whole new level.  Here, we showcase the Crave as this powerful force and when it calls, you have no recourse but to answer it. Because after all, it will not take no for an answer. 

SITUATION

Research, focus groups and site visits had concluded that consumer engagement was not attainable without changing the mindset of caregivers, who tend to be in denial about the progress of a loved one’s Alzheimer’s disease until a dangerous incident occurs. Actual caregivers inspired the idea behind this campaign to give consumers the “aha moment” they needed to seek residential care.

RESULTS

HCR ManorCare reported a steady increase in the number of new Alzheimer’s residents, with a list of families anticipating the need for assisted living in the future. They saw a sharp increase in calls requesting information about Alzheimer’s care and assisted living, as well as requests for literature about HCR ManorCare. Alzheimer’s disease worsens incrementally. With increased awareness and preference, HCR Manor Care is positioned as the facility of choice when the time comes for assisted living.

A smart brand campaign for the Toledo Trust Company demonstrating their commitment to establishing meaningful, long-term client relationships. 

 The challenge was to increase awareness of ProMedica’s individual orthopaedic services. Through research, we discovered that people in our target audience would put off a much-needed treatment or surgery and opt to put up with the pain instead. Which is a shame when you think of all the wonderful surgical and non-surgical options that ProMedica Orthopaedics provides.

So, we developed a campaign that focused on the simple fact that if you’re not running at full capacity, you’re not living the life you are meant to live. This campaign served as a rallying cry to get people to understand that with the tools ProMedica offers, and their own determination and will to succeed, there’s no reason why they can’t unleash their full potential and do what it takes to LIVE 100%.

Results were a 16.4% increase in surgery volume over the same month in the previous year (2014) and continues to grow, and more than 14,000 people visited the campaign web page by the end of May.

Asking for help is never easy as this United Way television campaign demonstrates.

PROMEDICA

The ProMedica Foundation was given, as a donation, a full-page, four-color ad in Inc. Magazine. We were asked to make an appeal to business leaders across the nation to get involved with ProMedica’s work in the field of social determinants of health (SDOH). ProMedica is appealing to business leaders to address the expensive U.S. healthcare system by taking ownership and utilizing their knowledge and resources to affect change. Hart was responsible for creating an impactful ad that explained how addressing these social determinants of health could reduce healthcare costs and improve the general health of all Americans. The ad was educational and invited Inc. Magazine viewers to participate in the conversation. These three pieces were submitted to the client with the final ad being the one that ran.

Many of us are already familiar with the warning signs of a heart attack. But what about the early signs – and there are many – that when treated early can prevent heart disease down the road? This campaign focuses on what those predictors are and why it’s so important to see a Mercy Health physician if they think they’re at risk. Especially considering it’s the first step in getting access to life-saving treatments, advanced technologies and procedures provided by the team of heart experts at Mercy Health.

SITUATION

Mercy Health had never promoted their orthopedic service line. They have highly capable programs in Grand Rapids and Muskegon, MI, but public awareness was very low. Our charge was to create a simple campaign that promoted faster discharge times, rapid recovery, and customized care to get you back better, stronger and faster. 

SOLUTION

"Getting back sooner" is a common message with hospitals wishing to promote their orthopedic services. So, part of the challenge was to offer up a fresh approach as this campaign demonstrates. Radio and online were also created to deliver the message and as a result, admissions were up substantially following this campaign.

BRAND STRATEGY AND CAMPAIGN

With all forms of competition encroaching from all angles, Hylant’s true strengths were getting lost in a sea of sameness. They needed to escape the herd mentality. Qualitative research among customers and prospects indicated Hylant’s commitment to know their clients’ business better than they know it themselves was unique within the current competitive set. While others were trying to win business, Hylant was busy earning it. That message was on full display in a new brand campaign that accurately positioned Hylant not only as who they truly are, but also as the gold standard within the insurance service industry. You can view more at hylant.com

National studies in 2016 and 2017 showed that driver inattention was the biggest contributor to work zone crashes. Driving too fast for conditions or speed was another leading contributor. In order to draw attention to the seriousness of work zone safety, we created a campaign for the Ohio Department of Transportation (ODOT) asking drivers to respect the road and its workers. 

CAMPAIGN DESCRIPTION

Data showed that the number of TARTA riders was increasing. So, to reinforce the message that TARTA is a vital service to the community, we developed this campaign. Using a nice attention-getting graphic enabled us to emphasize each of our passenger’s personal stories. And how much everybody depends on TARTA, whether you ride or not.

This is the campaign that won the Oakwood Healthcare System account for JWT.  The creative was also instrumental in winning an EFFIE in less than a year of being awarded the business.

The idea was to create a campaign that would cut through the usual hospital advertising. By using the illustrated style of Serge Bloch (New Yorker Magazine), we were able to create a testimonial campaign with a twist. Personal stories with passion and spark. Delivered in a way that visually separates. 

We developed TV, radio, web banners, outdoor, and interactive advertising for the entire Oakwood Healthcare System, including an internal employee campaign, as well as public relations efforts such as educational health fairs, using these charming, and engaging characters.

SITUATION

WinDoor® is one of the leading manufacturers of high-performance doors and windows. Their craftsmanship, attention to detail and ultra-high-performance ratings have made their offerings the products of choice for five-star resorts, luxury high-rise condominiums and mansions with home values of over $1,000,000 along the U.S. coastline for over 15 years. Known for meeting the most stringent codes and standards with their high-performance hurricane resistant windows and doors, WinDoor’s customer service experience was not measuring up to the level of their innovative products. So, after making considerable improvements, they came to us to help them drive the message of their renewed commitment to providing great service to dealers and architects.

SOLUTION

Instead of drawing attention to problems, we focused on the solution. So we came up with the “WinDoor Way”. A promise to provide excellence in everything they do – by not only constantly refining and reinventing their products but their processes as well.

The decision journey of a bariatric surgery patient can last a year or longer. So we knew our approach to messaging would be critical to the success of this campaign, designed to increase interest in ProMedica’s weight-loss solutions, including bariatric surgery. The campaign was needed; historically ProMedica had experienced a 50% no-show rate among those who registered to attend a ProMedica Weight Loss information session. That statistic told us they were intrigued by the prospects of bariatric surgery, but uncertainty about taking such an important step was holding them back.

So, we developed a campaign that encouraged them to move forward.

The campaign had multiple goals, including increased consumer engagement on all ProMedica Weight Loss web pages, increased registrations and reduced no-show rates for bariatric surgery seminars and, ultimately, an increase in bariatric surgery volume.