Marketing Case Study: Masonicare
Top notch care. Dedicated employees. A history of excellence.
Challenge
How do you create an awareness campaign focused on educating consumers and the public about the range of services and high level of care for seniors at Masonicare? And, use the same budget the previous creative agency had to develop one TV spot.
Outcome
Using real residents and patients to share their Masonicare experience, the campaign features four TV spots, a microsite, and digital and OOH advertising. The results increased awareness and traffic to Masonicare’s website.
The campaign was so successful, Masonicare requested a refresh with a new tagline: Here for You.
Role: Concept Development // Art Direction // Traditional & Digital Advertising // User Interface Design // TV Advertising // Radio Advertising
Focus Groups
In order to learn why residents, families, and patients choose Masonicare, a cross-section of residents and patients participated in small focus groups to share their experiences.
Multiple stories continually surfaced about Masonicare and it’s employees going above and beyond to help them: from rides to doctor appointments; in-home assistance; carrying groceries; or even changing a light bulb. Masonicare is here for them.
The campaign messaging, Here for Me, was the perfect way to convey how Masonicare is here for seniors and their families in so many ways.
undscripted interviews
Real Consumers
Individuals were selected from the focus groups to be filmed, photographed, and interviewed in their homes or Masonicare facilities.
The in-depth interviews were conducted, unscripted, to showcase each person’s story and experiences about a particular service(s) they encountered with Masonicare.
TV anD Radio Spots
The interview footage was edited for short web films on the landing page and :30 and :15 television spots.
Audio from the interviews and television spots were created for use on radio and streaming platforms. Fun fact: I did the voice over for the call to action (CTA).
Masonicare :30 Home Care Radio Spot
Masonicare :30 Hospice Radio Spot
Microsite
A microsite was created to drive visitors from the marketing campaign to learn more. Visitors were greeted with short web films of our participants sharing their stories and important links to the website, allowing Masonicare to track the increase in traffic.
Digital Advertising
Digital ads were created for each Masonicare service to build awareness. Each ad features a different participant and their quote as the messaging to attract the target audience.
Outdoor Advertising
Outdoor advertising, in strategic locations around Connecticut, featured participants with a single quote from their interview as the messaging.
Mark Terranova is a Creative Art Director and Designer based in Connecticut utilizing strategic thinking and creative leadership to translate, guide, create, and evolve brand and marketing projects into simple solutions and compelling campaigns.
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