Research / Aloysius Butler & Clark

Research

No matter what industry you’re in, your target audience is made up of the people who buy or use your products or services and those who influence them. At AB&C, we are excellent students of human nature. We make it our job to learn all there is to know about the people who affect your marketing and strategic business decisions. Because we combine consumer psychology theory models with years of experience in developing key messages, our market research approach is as effective as it is unique.

Case Study

St. Joseph's Healthcare System

Situation

St. Joseph’s Healthcare System in Paterson, New Jersey, provides various services, but area consumers often travel to Manhattan for their care. St. Joseph’s needed a brand to unify the system, raise its profile and increase market share.

Strategy

We created the “Inspired Care” brand to highlight the system’s internal culture, promise delivery and employee philosophy. Marketing materials feature personal, accessible stories of inspired care and the clinical expertise required to restore patients’ quality of life.

Execution

We rolled out the “Inspired Care” brand in April 2009 through product line marketing that includes print ads, online advertising, billboards and brochures.

Work Sample 1

Print Ad

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Print Ad

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Print Ad

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Brochure
Case Study

NYU Cancer Institute - Brand Campaign

Situation

The NYU Cancer Institute (NYUCI) wanted to differentiate itself from the formidable competition.

Strategy

We talked with key personnel to learn what makes the NYUCI different. The result was the tagline, “Understanding cancer. And you.”

Execution

The campaign used the tagline to target prostate, breast and colon cancer. Two years later we expanded our messages to include ovarian, lung and skin cancer.

Results

The campaign helped establish the NYUCI as a leader not only in cancer research, but also in personalized care. The strong brand identity helps the NYUCI stand out in a fiercely competitive market, increasing awareness, driving traffic and conveying community outreach.

Work Sample 1

Breast Cancer Ad

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Colon Cancer Ad

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Lung Cancer Ad

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Ovarian Cancer Ad

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Prostate Cancer Ad

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Skin Cancer Ad
Case Study

Delaware Division of Public Health - Cancer

Situation

The Delaware Division of Public Health (DDPH) is committed to reducing fatalities from colorectal cancer — the second-most deadly cancer in America, but one of the most preventable.

Strategy

We addressed myths about the screening process. We created the Champions of Change program for the African-American community, which has the highest mortality rate from colorectal cancer. We also increased awareness of Screening for Life (SFL), a program that provides free testing to the uninsured and underinsured.

Execution

We used print ads, outdoor, radio, television and direct mail, as well as innovative ideas such as the Champions of Change tool kit.

Results

There's been a 38% increase in African-American colorectal cancer screenings, and the overall rate rose from 57% to 74%, More than 1,412 uninsured or underinsured Delawareans were screened through SFL and 384 uninsured Delawareans were served through the Delaware Cancer Treatment Program.

Work Sample 1

Print Ad

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Video

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Home Page

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Delaware Cancer Consortium Kit

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Cancer Information

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Cancer Books

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Programs Web Page
Case Study

Widener University

Situation

Widener University, a private university that emphasizes academics and community service, wanted greater recognition for its programs and career-building outcomes.

Strategy

We created a multimedia campaign focusing on undergraduate programs that offer experience-based learning opportunities to generate awareness of and increase interest in Widener.

Execution

By combining the tagline — "Don't just study it. Experience it." — with imagery of the subject matter, we highlighted the experiential learning that sets Widener apart, specifically the sports management, nursing and hospitality programs.

Results

Widener Admissions used the website to monitor applications. During the first year of the campaign, applications increased 5% for Arts and Sciences; 9% for Engineering, as well as 22% for transfers; and 26% for Exploratory Studies.

Work Sample 1

Billboard

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Billboard

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Billboard

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Kiosk

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Kiosk

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Kiosk

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Kiosk
Case Study

Burris Logistics

Situation

Burris Logistics, a food distribution company, had an outdated website and turned to AB&C for a fresh perspective.

Strategy

Burris and AB&C conducted a branding exercise to zero in on the goals and functionality desired from the site. Then we created multiple homepage sketches and a blueprint to build the site — in two months.

Execution

The branding exercise enabled us to hit the ground running. The website provides an interactive map of the East Coast warehouses, a contact form that integrates directly with Salesforce.com, and a customized content management system that enables the Burris marketing department to keep warehouse information, press releases, customer testimonials and other critical business information up to date.

Work Sample 1

Home Page

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Locations Web Page

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Map Web Page

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Solutions Web Page
Introcan Safety IV Catheter Sharps Mailer

Introcan Safety IV Catheter Sharps Mailer

Eight-five percent of safety IV catheters require the user to activate the safety features. However, users don’t always activate the safety device, leaving exposed needles that can cause needlestick injuries to both healthcare workers and patients. But B. Braun’s Introcan Safety® IV Catheter activates automatically, ensuring virtually 100% protection.

We developed a direct mail/sales aid piece to put the problem squarely in the sights of infection control practitioners, using data from the literature to support the problem/solution message.

Introcan Safety IV Catheter Sharps Mailer - Pt. 2

Introcan Safety IV Catheter Sharps Mailer - Pt. 2

A sharp solution to a prickly problem — we sent a virtual sharps container that opens to reveal many unactivated safety devices, along with key facts from the literature supporting the claim.

The piece clearly delivered the message — the infection control nurses who received it are using our virtual sharps container as an educational tool.

Aloysius Butler & Clark

Research

St. Joseph's Healthcare System

Situation

Strategy

Execution

NYU Cancer Institute - Brand Campaign

Situation

Strategy

Execution

Results

Delaware Division of Public Health - Cancer

Situation

Strategy

Execution

Results

Widener University

Situation

Strategy

Execution

Results

Burris Logistics

Situation

Strategy

Execution

Introcan Safety IV Catheter Sharps Mailer

Introcan Safety IV Catheter Sharps Mailer - Pt. 2

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