Northwestern Medical Center
We've been working with NMC since 2007. Our engagement started with significant amounts of research, where we found that Northwestern Medical Center's core challenge was to gain acceptance from its community for the last 15 years' worth of work they had done to expand their service line offerings. It was especially important for the hospital to enhance its credibility with higher educated community members and those with quality healthcare benefits, as these patients provide an outsized revenue contribution to the hospital. Like many rural hospitals in Vermont, NMC found it challenging to hold onto these key prospects in the face of the larger area players, especially Fletcher Allen.
Over the course of the first few months we worked with NMC, we conducted extensive research with area patients, hospital staff, and local physicians. Research revealed that the hospital's smaller size provided a meaningful and differentiated benefit versus Fletcher Allen's unwieldy, institutional feel. Rather than focusing on NMC's "smallness," however, we decided to focus on the positive aspects its smallness conveys: intimacy and community connectedness. We focused on the "excellence" theme to reassure patients that being treated at NMC does not mean compromising the quality of health care they receive.
Our challenge was to devise a campaign that could deliver this new positioning. Critically, we wanted to shift the hospital from a communications platform of "let me tell you about me" to a new communications focused on "let me show how we're serving you." The new campaign needed to be flexible enough to reinforce the breadth and depth of the new service offerings the hospital was bringing to the community. That's how we came up with the "we do that here" tagline. We've used it ever since, and have found it to be infinitely flexible in discussing the multiple offerings the hospital has for its community.
Our campaign, in conjunction with a successful launch of several new service lines (Opthalmology, Walk-in Clinic, Spine Sergury, Primary Care, etc.) has been widely credited with facilitating NMC's $36 million in revenue over the past six years. Moreover, Northwestern Medical Center's operating margins continue to be the most robust in the state.
NMC Brand Pyramid
After reviewing five agencies, NMC selected us to guide their branding efforts in November, 2007. We led a two month multiple focus group, and then we did our homework with patients, hospital staff, and local physicians. The result was the pyramid you see here.
We identified three areas of emphasis for NMC's communications: intimacy, collaboration and excellence. Research revealed that the hospital's smaller size provided a meaningful and differentiated benefit versus Fletcher Allen's unwieldy, institutional feel. Rather than focusing on NMC's "smallness," however, we decided to focus on the positive aspects its smallness conveys: intimacy and collaboration. We focused on the "excellence" theme to reassure patients that being treated at NMC does not mean compromising the quality of health care they receive.
Northwestern Medical Center: Logo System
Click on the above image to experience our work.
Champlain National Bank Brand Pyramid
With so many national competitors (Citizens Bank, Key, HBSC) coming into their Northern New York service area, CNB asked us to participate in the pitch process with five other agencies. We won, and went on to help them define and differentiate themselves and their positioning using the results of multiple focus groups throughout their service area.
Vermont National Country Club Brand Development: Brand Pyramid
The marketing challenge for Vermont National -- especially in a time of economic downturn, and a market where the golf season is limited -- is to convince people that the overall value of the club is worth the significant monthly dues...
Champlain National Bank Logo/Tagline
Our tagline is a validation of their local market focus, and a call to action.
Vermont National Country Club Tagline Lock-up
Right there in the Vermont National name are two competing ideas; Vermont (with its local brand equity of recreation and nature) and National (the idea that this course raises itself to a national level of quality). The tagline romances both of these aspects to best advantage, with Jack Nicklaus providing the reason to believe the course's national stature.
Central Vermont Medical Center Brand Pyramid
In 2003 we started working with CVMC. We helped them identify for and communicate meaningful reasons why their central Vermont community should embrace the hospital and its services--no small challenge given the close proximity of both Fletcher Allen to the north and Dartmouth-Hitchock to the south.
Central Vermont Medical Center Tagline Development
We developed the tagline "Central to your well-being." The line came out of consumer research we conducted that revealed that consumers believed hospital systems needed to transition from places "where things are fixed" to places where they can achieve wellness. The "Central" plays off the Central Vermont Medical Center name as well as underscoring the convenience of the hospital's proximity.
Northern Insuring Brand Pyramid
Northern Insuring came to us after a board member saw the quality of the work that we were crafting for Champlain National Bank. Northern's challenge (as the largest insurance agency based in the North Country) was to start communicating how its size and superior professionalism creates more value for its customers.
Emphase Logo Development
When Emphase asked us to help develop a logo for their brand, we knew we were in for a challenge. This logo had to easily readable and recognizable on over 70 different product forms. The logo would need to be recognized online, in print, and on products as small as the flash modules included in their embedded solutions. We decided to go with a logo that incorporated a graphic right in to the name. The result is what you see above.