BSMH Campaign Launch
Purpose:
This was a project for my Brand Storytelling class for the healthcare nonprofit Bon Secours Mercy Health. BSMH was opening urgent cares in a new market and we were tasked with creating a campaign that would help them appeal to a relevant target market in the are.
Brief:
Get Black Women in the target locations
Who needed medical attention
To choose BSMH urgent cares
By creating real value for them and communicating it in a marketing campaign
The Process:
We began by conducting thorough primary and secondary research of the disparities in access to, and quality of, medical care for Black women in the area.
We then came up with a brand purpose and promise for the campaign, identified a partnership opportunity, and created top, middle, and bottom of the funnel strategies to reach their target market. Lastly, we created copy, merchandise designs, and ready-to-post graphics to make it easy for BSMH to implement this campaign online.
