Propelling past the competition
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
How we amplified an ongoing plea for blood
How we amplified an
ongoing plea for blood
donations through integrated campaigns driven
donations through
integrated campaigns
driven by relevance
by relevance over repetition.
over repetition.
If you’ve ever lived near a firehouse or railroad tracks, you know it’s not long before you don’t even hear the noise. But when the interruption is an urgent plea to donate blood, allowing it to blend into the background could literally cost lives.
Keeping an ongoing appeal for blood donations fresh and engaging is a challenge ConnectLife, Western New York’s only community blood center, faces every day. Because saying the same thing—no matter how desperately voiced—will eventually fall on deaf ears.
Although ConnectLife wanted to continue trumpeting the region’s urgent need, we knew the true power of marketing exists in its relevance—not repetition. So, we leveraged our audience’s hometown pride, seasonality, and love for one’s neighbor to apply consistent pressure on the community to give blood through a variety of messaging that wouldn’t wither with age.
Agency services:
Unlike the American Red Cross, ConnectLife keeps all blood donations in Western New York. This hyper-local focus is their lead differentiator and aligns perfectly with our audience’s inherent desire to help their neighbors. We just needed to make sure our message hit home without disparaging the competition.
Ownable identity
First, we created a marketing campaign called “Keep it Here.” Bold and direct, we let our audience know that only ConnectLife keeps all blood local. And by saturating our communications in the rich blues of ConnectLife’s brand identity, we created further separation from the Red Cross’ signature red and white.
Together, messaging and visuals reinforced a look and feel that our client could truly own and leverage to connect with potential donors’ hometown pride.
When the winters are long and unforgiving, Western New Yorkers can’t wait to get reacquainted with the great outdoors. But on the flip side of summertime fun are more opportunities for a vehicle, boating, and cycling accidents. That’s why ConnectLife and the rest of the WNY medical community refer to summer as “trauma season.”
Seasonal relevance
Using seasonal relevance to frame our message on connected television and radio, we were able to communicate the urgent need for blood in a new way without abandoning the core message.
Since we couldn’t tell the whole story on social, digital, and outdoor channels, we dialed up the intensity of our language to question non-donors lack of participation.
The pandemic presented an additional challenge for ConnectLife because, at the time, many people were reluctant to leave their homes. But rather than pause the campaign, it was an opportunity to leverage our audience’s heightened dedication to supporting each other to convey the collective impact our community could make by donating blood.
Brand Build Out
Here, we extended ConnectLife’s brand assets to include custom illustrations that put a fresh spin on communicating our urgent need for blood. This additional pop of personality balanced the gravity of the message without being perceived as a juvenile. And the new calendar graphic helped to extend our ask from making a single donation to booking several appointments in advance.
booked for 60 days
The funnel, the pipeline, the
The funnel, the
pipeline, the hopper-no
hopper—no matter what you call it,
matter what you call
it, we’ll provide the
we’ll provide the care and feeding,
care and feeding, so
so you never call it empty.
you never call it
empty.
You want advertising that doesn’t
You want advertising
that doesn’t sound like
sound like “advertising.” So, let’s
“advertising.” So,
let’s create a campaign
create a campaign that engages your
that engages your
audience on a rational level they
audience on a rational
level they expect—and
expect—and an emotional one
an emotional one
they never saw coming.
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
Digital marketing is comprised of many different tactics, offering a great advantage to your marketing strategy to keep your brand relevant, fresh, and directly in your audiences’ face. A great way to stay at the forefront of consumers’ minds is email marketing. But in the last decade, email marketing has saturated so many inboxes that creating an effective campaign that cuts through the clutter is increasingly challenging.
If you want to make sure your message resonates with your intended audience, ad testing is an essential step. Here’s how we use ad testing to craft stronger messages.
Grants provide a critical source of funding for utility providers. And with program funding typically allocated to only one utility, our client, PECO, turned to FARM for support.
Digital marketing is comprised of many different tactics, offering a great advantage to your marketing strategy to keep your brand relevant, fresh, and directly in your audiences’ face. A great way to stay at the forefront of consumers’ minds is email marketing. But in the last decade, email marketing has saturated so many inboxes that creating an effective campaign that cuts through the clutter is increasingly challenging.
If you want to make sure your message resonates with your intended audience, ad testing is an essential step. Here’s how we use ad testing to craft stronger messages.
Learn about the growth of user-generated content, its benefits, and why you should consider adding this cost-effective strategy to your marketing toolbox. 3 minute read
If you only get one marketing email
If you only get one
marketing email
newsletter, why not make it two?
newsletter, why not
make it two?
Fresh Perspective is our bi-weekly attempt to share unsnooty tips to give your marketing more muscle.
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