Multi-award-winning campaign: Building a brand movement to improve awareness and engagement
Just before the COVID-19 pandemic, ThedaCare approached the Core team to begin a discovery and definition process that would eventually lead to a new brand. Although the local health system led its market in key metrics, its scores were declining. Large competitors were making prospective patients feel more confident, human and hopeful.
Despite the challenges presented by the pandemic, ThedaCare was determined to revitalize its brand and protect its market share from its encroaching competitors. We were asked to create a brand “movement” — an internal and external platform for the brand that would align it's team members behind their brand promise and help lead ThedaCare’s communities to greater health and well-being.
Beginning with an internal campaign — Inspiration Starts Here — we demonstrated how each individual team member could and would contribute to the system’s greater purpose and help drive ThedaCare’s mission to create a healthier future for all.
Sharing the idea internally first helped reinforce the vision and purpose and most importantly, created unity and excitement for the future.
To bridge internal and external marketing efforts, we developed the fully integrated Inspired To campaign, featuring seven ThedaCare team members who, through their professional roles, personal passions and volunteer work, serve as an inspiration for their community. They are living examples of how finding and applying inspiration can begin to create a healthier future for all.
Visualized with black and white photography shot in local locations, bright color bursts (created with the brand palette) emanated from portraits of each team member, representing the way their inspiration touches the lives of others.
From volunteer work to coaching and mentoring to philanthropy, the local team members’ stories were inspiring and highlighted ThedaCare’s commitment to community in a real, tangible way — setting the system apart from its larger competitors.
Across a variety of media, we helped the ThedaCare team tell stories in their own words and brought them to life with energetic and colorful visuals that served as a visual metaphor for inspiration; showing how the system inspired people to act, share inspiration, and join them in creating a healthier future for all.
As part of our lifeinspired brand platform, our goal was to empower individuals across ThedaCare’s communities with guided, actionable steps to improve their well-being and use inspiration to grow the movement. The “What If I Told You” integrated awareness campaign showed how small moments have the power to spark meaningful change.
Vibrant imagery and thought-provoking, invitational messaging encouraged our audience to make positive changes in their life and be the start of a healthier future for all — an inspiration for others.
Over 4 years and 3 strategically phased campaigns developed under the lifeinspired platform, we helped ThedaCare thoughtfully and gradually renew its brand in a way that accurately reflects its purpose and value to the communities it’s served for over 100 years.
The lifeinspired platform has achieved incredible results for ThedaCare’s brand awareness, equity and attraction, including:
increase in brand equity over a single year
improvement in brand attraction — helping the organization dominate its largest market (Appleton) across all brand health metrics
Through our partnership with ThedaCare, we’ve highlighted the health system’s commitment to the needs of its community — and inspired action.
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