Women's Services Signature Campaign
Background:
Freeman is located in Joplin, Missouri. They have a slight market share over their one main competitor in the region. Freeman had purchased a property adjacent to their main campus with the intent of consolidating many women’s services into that location. As soon as the competition learned of the purpose, they ramped up their advertising of women’s related services in attempt to blunt the impending grand opening.
Challenge:
How to identify and tap into the emotions of the common thread that connected women of three distinct “times of life.” The local newspapers, which are a main advertising vehicle for both hospitals, were very crowded with overly colorful ads vying for the attentionof the reader. Robbie sought a way to cut through and create ahuman but sophisticated look.
KemperConnection:
After developing a SWOT analysis in concert with Freeman, Robbie set out to take advantage of two challenges. One was to give context to “Women’s Services” – or what Freeman stood for on behalf of women in the market place. While we were a few months from the opening of the Center, Robbie had a window to take the lead and begin to build awareness.
KemperConnect Recommendation:
Robbie Kemper designed three ads. Each ad featured a singular woman in what we defined as a “stage of life.” The photography was black and white, not color.
He chose a 20 something, a 30 something and an energetic 50+ woman to represent the target audiences. Copy was written to empathize and connect in terms lifestyle characteristics and medical awareness. The copy had unique phrasing, and was crisp and to the point. The sign off and call to action was simple – we’re Freeman and we understand women.
Results:
TThe campaign was a ground breaker within the internal Freeman administration.
The ads have run in several local and regional publications. Response has been strong as the center added services and moved through the launch of the new “Center”.
