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Aloysius Butler & Clark

  • Case Study

    Abington Memorial Hospital

    Situation

    Abington Hospital needed to raise awareness of its cancer care facilities and technology.

    Strategy

    We decided to promote the advantages of using a full-service hospital for cancer care over a dedicated cancer center.

    Execution

    We developed a campaign comprised of print, radio, mall advertising and transit ads to educate consumers, and sent collateral material to referring physicians.

    Results

    So far, the feedback is strictly anecdotal — e.g., the campaign looks great! However, the client was so happy with the campaign, we were asked to roll it out to other service lines.

    Work Sample 1

    Print Ad

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    Print Ad

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    Print Ad

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    Print Ad

  • Case Study

    Aetna

    Situation

    The Medicaid health plan marketed as Delaware Physicians Care Incorporated (DPCI) has 70,000-plus members. The state mandated that another plan be offered. When we began working with Aetna, Unison had been approved as a provider and began competing with DPCI in 2007. The first year when both plans were offered, the state assigned 30,000 DPCI members to Unison as part of its contract.

    Strategy

    DPCI wanted to eliminate the loss of members and raise awareness about its own plan and, as a result, add members.

    Execution

    We used an active voice, kept the copy simple and changed the logo slightly, adding the Aetna name and making it obvious that it is a Medicaid plan. We also chose bright photos of active people to connect with the behaviors we wanted people to emulate.

    Results

    In open enrollment period in May, four times the number of members enrolled in the Aetna DPCI plan than in the competition's — even though Unison spent twice as much on media.

    Work Sample 1

    Billboard

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    Transit

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    Billboard

  • Case Study

    American Bioproducts

    Situation

    American Bioproducts Company needed to increase awareness of its status as the authority in coagulation.

    Strategy

    We developed a campaign to position the company as the dedicated leader in hemostasis, with the corporate branding line: “One Company. One Focus. Coag.”

    Execution

    The campaign showed the faces of the patient type most likely to be affected by the conditions for which our client’s test was diagnostic, bringing drama and empathy to what had been a cold, clinical story.

    Results

    Sales of their products went up. Dramatically. In fact American Bioproducts became the industry leader.

    Work Sample 1

    Print Ad

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    Print Ad

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    Print Ad

  • Case Study

    Anderson Home

    Situation

    Anderson Homes, the featured builder for ABC TV’s Extreme Makeover: Home Edition’s first visit to Delaware, asked AB&C to manage the media and public relations outreach, as well as establish a website for the project — in less than two weeks.

    Strategy

    We developed a PR strategy to raise awareness of Anderson Homes’ commitment to the project and the need for volunteers and donations, and to create excitement for the show’s visit.

    Execution

    We compiled a database of media contacts, drafted press releases, media advisories and fact sheets, and provided on-site assistance, including interview coordination and media management. We created a website where the media could access press releases and photos, and where volunteers and donors could find information as well as a daily blog.

    Results

    We generated nearly 100 placements in print, television and radio across three states and drove nearly 16,000 visitors from all 50 states to the website — almost a quarter-million page views. More than 1,500 people signed up to volunteer and make donations, and the build was a huge success.

    Work Sample 1

    Press Web Page

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    Press Kit

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    Home Page

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    Photo Gallery

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    Family Web Page

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    Poster

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    Invitation

  • Case Study

    AtlantiCare

    Situation

    Customers saw AtlantiCare as a high-quality and progressive healthcare provider, but did not associate its individual hospitals, nor many of the services found in them, with AtlantiCare.

    Strategy

    As the health system continued to expand its roster of outpatient facilities and service offerings, AB&C developed a strategy to help it more fully introduce itself.

    Execution

    AB&C developed a motivational campaign for employees, then evolved it into a consumer-directed advertising campaign featuring real employees. The sustainable campaign, which includes direct mail, print, outdoor and TV ads, gives customers a reason to choose AtlantiCare while building employee morale.

    Work Sample 1

    Print Ad

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    Print Ad

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    Print Ad

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    Video

  • Write up

    Aurigene Discovery Technologies Advertising

    Pharmaceutical R & D was running out of small molecule backbones on which to build new therapeutics. Aurigene Discovery Technologies provided products and services to support and accelerate the drug discovery programs of pharmaceutical and biotechnology companies by providing natural plant scaffolds with a great deal of diversity. AB&C was asked to develop a marketing campaign that communicated the natural-based diversity available from Aurigene. We created ads that used a leaf to symbolize the source of the structural frameworks of biologically active natural products. A second ad in the series used leaf cutter ants to demonstrate hit-to-lead optimization from these natural core libraries. What’s more, the ads’ design established a corporate standard for all marketing communications materials.

    Write up 2

    Aurigene Discovery Technologies Advertising

    Print Ad.

    Write up 3

    Aurigene Discovery Technologies Advertising

    Print Ad.

    Write up4

    Aurigene Discovery Technologies Trade Show Materials

  • 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.

  • Case Study

    Barclaycard

    Situation

    Barclaycard US was announcing the opening of a new facility in Delaware that would create 300 new jobs and as many as 500 new positions over the next five years. We were asked to develop a plan and coordinate a news conference in three days.

    Strategy

    AB&C developed a strategy that maximized exposure for Barclaycard, creating three separate media opportunities: the initial announcement, a job fair and the move into the new facility.

    Execution

    AB&C worked with Barclays to coordinate the press conference; develop and disseminate a press release, media advisories and talking points for all three events; coordinate with the governor’s office and the Delaware Department of Economic Development; and provide on-site assistance at each event.

    Results

    Barclays received more than 240 million impressions around the world. All three events had extensive coverage across print, television, radio and digital medias, including two front-page stories in the News Journal, which reaches a key audience for recruitment.

    Work Sample 1

    Announcement

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    News

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    News

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    News

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    News

  • Case Study

    Boardwalk Plaza

    Situation

    The hotel, built in 1993, had been using the same promotional materials for more than 10 years. Collateral material was designed in-house and reflected the Victorian ambiance of the hotel. 

    Strategy

    We decided to create a new look that maintained the Victorian charm while promoting the hotel’s other attributes: its boardwalk location, its service and its four-diamond rating.

    Execution

    Over a four-year period, we designed a series of ads with a background that established the “brand” look. We also developed copy that highlighted the benefits of staying at the hotel and directed onsite photography, all of which helped give a new look to an aging hotel.

    Work Sample 1

    Print Ad

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    Print Ad

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    Print Ad

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    Print Ad

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    Print Ad

  • 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

  • Case Study

    Christiana Care

    Situation

    Christiana Care wanted to reach the “boomer” audience and develop a database of people who were at risk for heart disease. 

    Strategy

    AB&C created a way for this market segment to visit a website and take an online heart risk assessment.

    Execution

    The campaign used multiple mediums to drive people to the website. Visitors had to enter a name and address before taking the online assessment. If a risk was determined, an online appointment could be made for a free in-person assessment.

    Results

    The web service that provides the online assessment determined that this promotion resulted in the third-highest click-through rate in the nation.

    Work Sample 1

    Ad

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    Direct Mail Ad

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    Television Spot

     

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    Web Page

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    Ad

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    Ad

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    Radio Spot

  • Case Study

    City of Wilmington

    Situation

    The City of Wilmington, Delaware, needed a marketing campaign to breathe life into its tourism, economic development and new residential efforts, while rebranding the town with an exciting and engaging personality.

    Strategy

    AB&C developed a campaign that played off of the  “in” within the city’s name. Our tagline, “Wilmington: in the middle of it all,” refers not only to Wilmington’s advantageous location on the East Coast, but also to being immersed in the city’s exciting offerings.

    Execution

    The campaign relied on traditional media including print, billboard, radio, TV, web and transit signage to spread awareness. Extensive merchandising and a campaign launch event also aimed at generating excitement.

    Results

    The City of Wilmington has a new brand — and buy-in from all of the key stakeholders. Community organizations use the brand in their own marketing. People have been seen wearing “in the middle of it all” T-shirts in Italy, Venezuela and Germany.

    Work Sample 1

    Entertainment Ad

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    Living Space Ad

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    Diner Ad

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    Business Ad

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    E-mail Page

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    Button

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    Paperboard

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    Transit Ad

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    Train Station 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

  • Delaware Division of Public Health - Indoor Air

    Delaware Division of Public Health - Indoor Air

    The State of Delaware is working hard to lower cancer rates of all types and is aggressively targeting known causes like smoking.

    Delaware Division of Public Health - Indoor Air1

    Delaware Division of Public Health - Indoor Air

    They asked AB&C to raise awareness of lesser-known risks such as radon and other indoor hazards including cleaning products, mothballs, air fresheners, dry cleaning and pesticides.

    Delaware Division of Public Health - Indoor Air2

    Delaware Division of Public Health - Indoor Air

    These common household items are particularly dangerous because of their containment, especially in today’s energy-efficient homes.

    Delaware Division of Public Health - Indoor Air3

    Delaware Division of Public Health - Indoor Air

  • Case Study

    Delaware Division of Public Health - Tobacco

    Situation

    The goals of the state’s Division of Public Health (DDPH) include preventing tobacco use among young Delawareans, increasing tobacco cessation and reducing exposure to secondhand smoke.

    Strategy

    AB&C is part of a multidisciplined strategy that includes media campaigns, community outreach and policy change. We coordinate our efforts with the DDPH and other contractors to address these challenges.

    Execution

    AB&C created mass media campaigns for cessation, priority populations, secondhand smoke, counter-marketing and youth prevention, as well as collateral materials such as a tobacco merchant kit, a healthcare providers packet and the Plan for a Tobacco-Free Delaware.

    Results

    Delaware’s adult and youth tobacco use is at an all-time low. The state has banned smoking in public places and recently raised the excise tax on tobacco products.

    Work Sample 1

    Brochure

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    Kit Carrier

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    Print Ad

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    Print Ad

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    Print Ad

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    Video

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    Video

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    Video

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    Boot Tobacco Ad

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    Tobacco Decal

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    Distract-A-Pack

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    Spanish Print Ad

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    Billboard

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    Poster

  • Delaware Symphony Orchestra

    Delaware Symphony Orchestra

    We developed eye-catching collateral to encourage consumers to purchase tickets for the upcoming season.

    Delaware Symphony Orchestra1

    Delaware Symphony Orchestra

    Delaware Symphony Orchestra2

    Delaware Symphony Orchestra

    Delaware Symphony Orchestra3

    Delaware Symphony Orchestra

    Delaware Symphony Orchestra4

    Delaware Symphony Orchestra

    Delaware Symphony Orchestra5

    Delaware Symphony Orchestra

    Delaware Symphony Orchestra6

    Delaware Symphony Orchestra

  • DRAGER Medical

    DRAGER Medical

    DRÄGER Medical faced an uphill battle against its major competitor in the market for incubators, which marketed its product on ease of use.

    DRAGER Medical1

    DRAGER Medical

    The primary objective of incubators is to protect premature babies from adverse environmental influences — like unhealthy levels of sound. Dräger’s state-of-the-art Caleo incubator meets recommended sound levels for Neonatal Intensive Care Units (NICUs).

    DRAGER Medical2

    DRAGER Medical

    We used this information and took the discussion of sound — and its impact on the neonate — directly to clinicians.

    DRAGER Medical4

    DRAGER Medical

    After all, the story shouldn’t be about the product or the clinician; it should focus on the patient — because “It’s all about the baby."

  • Situation

    Situation

    The Foundation for Breast & Prostate Health (FBPH) holds a run every year on Father’s Day, with the proceeds go towards prostate cancer research. FBPH wanted to increase the number of runners and general donations, and came to AB&C for help. 

    Strategy

    Strategy

    The registration process involved picking up a form from one of various offices in Philadelphia. So we decided to develop a website that makes it easier for people to register. 

    Execution

    How We Helped

    AB&C created Run4YourLife.org, which allows runners to register online, sends email blasts encouraging others to sign up and asking for donations, and creates a database so runners can be invited to attend the event the next year.

    Execution1

    How We Helped

    The website was promoted through print ads, posters, flyers and a billboard. 

    Execution2

    How We Helped

    Results

    Results

    In 2009, 2,100 runners participated in the race — nearly double the number that participated before the site went live in 2007 — and BHI is expecting a gross income of $200,000. 

  • Case Study

    Fujifilm Medical Systems

    Situation

    AB&C had been producing FujiFilm Medical Systems’ newsletter Insights & Images, which covers digital x-ray and picture archiving and communication systems. Fuji asked us to raise the image of the piece.

    Strategy

    We broke out of the “newsletter” mold by moving to a more sophisticated magazine format and including interviews with industry experts, articles by users, industry trends and profiles of new radiology technologies.

    Execution

    We grew Insights & Images from an 11 x 17 front-and-back to a 16-page magazine, using four-color printing, with cover artwork and other illustrations.

    Results

    No longer a printed piece, Insights & Images continues to be a success. It exists totally online, reflecting the digital nature of the offering it discusses.

    Work Sample 1

    Magazine Spread

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    Magazine Spread

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    Home Page

  • Geisinger Health System

    Geisinger Health System

    Physician recruitment is challenging and highly competitive — especially for Geisinger Health System. A renowned but remote health system in rural Pennsylvania, Geisinger has always been presented in recruitment materials as a place where physicians have a chance to be heard, do research, teach and pioneer revolutionary treatments and modalities. AB&C created a showcase book that captures the essence of the Geisinger physician experience. The book features scientific/technological photographs paired with quotes that aren’t so much inspirational as they are aspirational. Other photos depict the leisure activities of the physicians with captions that contrast these pastimes with their clinical pursuits. Physician candidates have given high marks to both the printed book and the excerpts in the Geisinger website recruitment section. 

  • Case Study

    Gene Logic

    Situation

    Gene Logic wanted to launch its ToxExpress Gene Expression Database to the pharmaceutical R&D industry. The product enables toxicologists to identify potentially toxic compounds early in the drug development process, saving drug developers time and money. 

    Strategy

    Our approach involved the use of dimensional direct mail to break through the clutter of messages aimed at pharma R&D. We devised a simple but effective metaphor to deliver the ToxExpress core benefit.

    Execution

    We used a game of marbles to show how a gene expression database could help pharmaceutical researchers “knock out” potentially toxic compounds. The direct mail message went to 200 identified toxicologists, and an ad supported it.

    Results

    Two complete database subscriptions were sold as a result of the program. Several years later, people still remark about this memorable campaign that demonstrates the power of dimensional direct mail to small, highly qualified audiences.

    Work Sample 1

    Marble Mailer

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    Print Ad

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    Layout

  • GORE Bio-A Tissue Reinforcement

    GORE Bio-A Tissue Reinforcement

    The surgical mesh market is crowded and there is confusion among surgeons about bioabsorbable products, both synthetic meshes and biologics.

    GORE Bio-A Tissue Reinforcement1

    GORE Bio-A Tissue Reinforcement

    As the only nonwoven bioabsorbable synthetic mesh, BIO-A offers surgeons a unique scaffold for tissue growth that encourages cell infiltration, resulting in robust and healthy tissue repair. And when the job of healing is done, BIO-A leaves behind nothing but repaired tissue.

    GORE Bio-A Tissue Reinforcement2

    GORE Bio-A Tissue Reinforcement

    Our challenge was to market a product that succeeds by breaking down and disappearing. We portrayed the mesh as inviting to cells, underscoring the tissue ingrowth that was valued in the bioabsorbable market.

  • GORE INFINIT Mesh

    GORE INFINIT Mesh

    Polypropylene mesh has traditionally been thought of as the best material to repair inguinal hernias. But it can also cause inflammation or chronic foreign body response that can lead to complications and patient discomfort.

    GORE INFINIT Mesh1

    GORE INFINIT Mesh

    The most common solution has been lightweight polypropylene mesh. W. L. Gore’s solution: biocompatible PTFE, the constituent of Gore-Tex.

    GORE INFINIT Mesh2

    GORE INFINIT Mesh

    Gore asked AB&C to introduce GORE INFINIT Mesh, a PTFE knit surgical mesh designed for long-term patient comfort.

    GORE INFINIT Mesh3

    GORE INFINIT Mesh

    We successfully communicated the structure and design, educated physicians about the clinical benefits of INFINIT mesh and that fact that the material really does matter, and overcame the perception that polypropylene is the best material

  • Case Study

    Holy Name

    Situation

    The market was unaware of the level of technology at Holy Name Hospital in Teaneck, New Jersey — a problem since this affluent, educated population equates technology with expertise.

    Strategy

    By marrying high-tech images with pictures of real people in a way that referenced a relevant point in the body, we humanized the message while underscoring the technological capabilities.

    Execution

    To give the message prominence, three-panel, freestanding inserts were created for The New York Times and other newspapers. Magazine and radio ads were created along with 15-second traffic report sponsorships.

    Results

    In the first three months, there were 120 referrals, 28 heart risk assessments and 7 admissions in Cardiology; 56 referrals, increased MRI and PET/CT, and 6 admissions in Oncology; and 45 referrals, 30 DVT screenings and 12 admissions for Interventional Radiology.

    Work Sample 1

    Cardio Ad

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    Maternity Ad

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    Interventional Ad

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    Tech Ad

  • ING DIRECT Part 1

    ING DIRECT

    AB&C has been a marketing partner of ING DIRECT since its arrival in the U.S. marketplace back in 2001.

    ING DIRECT Part 1a

    ING DIRECT

    In that time, we have done nearly every type of project for the financial services firm, billed as not only the first but also the premier direct banking institution in America.

    ING DIRECT Part 1b

    ING DIRECT

    Most important, we have helped define one of the most innovative and exciting brands in the financial services industry.

    ING DIRECT Part 1c

    ING DIRECT

    ING DIRECT Part 1d

    ING DIRECT

    ING DIRECT Part 2

    ING DIRECT

    In our earliest days with ING DIRECT, we helped define its footprint in its initial markets through various account acquisition strategies.

    ING DIRECT Part 2a

    ING DIRECT

    As the bank has grown, we have become the primary stewards of ING’s customer communications and cross-selling initiatives.

    ING DIRECT Part 2b

    ING DIRECT

    We have managed a boatload of projects that include direct marketing, email campaigns, quarterly newsletters (print and online), collateral, event marketing and corporate philanthropy. 

    ING DIRECT Part 2c

    ING DIRECT

    ING DIRECT Part 2d

    ING DIRECT

    ING DIRECT Part 3

    ING DIRECT

    We also do extensive work promoting the bank’s “branches” — the ING DIRECT Cafés — including café launches and aspects of product merchandising.

    ING DIRECT Part 3a

    ING DIRECT

    We support online marketing activities by providing web design and strategy for landing pages, subscription-based online savings and mortgage tips, online report cards, banner ads, online newsletters, and more.

    ING DIRECT Part 3b

    ING DIRECT

    ING DIRECT Part 3c

    ING DIRECT

    ING DIRECT Part 3d

    ING DIRECT

  • 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

  • NYU Cardiac and Vascular Institute

    NYU Cardiac and Vascular Institute

    As we did with the NYU Cancer Institute, AB&C met with key physicians at the NYU Cardiac and Vascular Institute to learn their objectives and understand their views on the strengths and points of differentiation of the Institute.

    Marketing 2

    NYU Cardiac and Vascular Institute

    From these interviews, we developed a campaign targeting heart rhythm disorders, abdominal aortic aneurysms and heart failure, plus a general ad about how every heart is unique and requires a personalized approach to treat it. The imagery and messaging was deliberately designed to have the family look and feel of the cancer campaigns.

    Marketing 3

    NYU Cardiac and Vascular Institute

    Marketing 4

    NYU Cardiac and Vascular Institute

  • Ortho-Clinical Diagnostics

    Ortho-Clinical Diagnostics

    At Ortho’s request, we developed promotional materials for a television series on the history of blood, and we designed a program for WNET and PBS that was flexible enough to use across some 20 promotional vehicles by six different organizations.

    Ortho-Clinical Diagnostics1

    Ortho-Clinical Diagnostics

    The “Red Gold” theme allowed us to leverage the scientific imagery so we could advertise something of universal importance, reaching a broad audience that included the major blood banking organizations, blood donors and the sponsors’ (Ortho and Chiron) internal employees.

    Ortho-Clinical Diagnostics2

    Ortho-Clinical Diagnostics

  • Case Study

    Parking Company of America Airports (PCAA)

    Situation

    Parking Company of America Airports (PCAA) needed to reenergize its aging loyalty program member list and have trackable ROI.

    Strategy

    Our goal was to help the company reach its target audience regularly and cost-effectively. We wanted to keep the name in front of members and get them to reconfirm their desire to be in the program. We also wanted to gain member buy-in and generate revenue from the email while reenergizing the list to draw sales.

    Execution

    We emailed multiple subject lines (but not creatives) to test audiences, gauging bounce-back rates and opens. Then we dropped the email — with creatives — to the remainder of the list,  driving traffic to a tightly funnelized landing page.

    Results

    The campaign yielded a 42% open rate and 54% click-through rate, and an 83% conversion rate on the landing page. Sales attributable to the email covered the cost of the program — and the reenergized member population brought in enough revenue to cover many more marketing programs.

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    E-mail Web Page

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    Landing Web Page

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    Report Web Page

  • Remington Arms

    Remington Arms

    AB&C helps Remington maintain its industry leadership in the shooting and hunting industry by designing eye-catching packaging solutions for its ammunition line.

    Remington Arms1

    Remington Arms

    Because the competition in its market is so keen, powerful retail-facing packaging graphics that extend and reinforce their core branding often achieve a positive point of difference.

    Remington Arms2

    Remington Arms

    Remington Arms3

    Remington Arms

    Remington Arms4

    Remington Arms

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    Remington Arms

  • SDI

    SDI

    SDI’s genomic antibody technology provides scientists with highly specific antibodies that have proven success rates of greater than 80%, far higher than antibodies made from traditional protein or peptide antigens. As a result, SDI’s antibodies usually “recognize” the proteins they have been developed to identify. We depicted the antibody actually recognizing the protein — bringing a new meaning to molecules “hooking up.” 

  • Case Study

    St. Joseph Hospital

    Situation

    St. Joseph Hospital’s tech-savvy service area — Greater Nashua, western New Hampshire and northern Massachusetts — looks to the Internet for medical information. But its website was hard to navigate. Pleased with the splash pages we created for its new marketing campaigns, St. Joseph asked us to overhaul its site.

    Strategy

    The task called for improved design, organization and navigation. We created a new look using pleasing colors, more images and attention-grabbing callouts connecting to the latest updates and important information.

    Execution

    New features include patient testimonial videos, an easy-to-search physician directory and online bill pay. We also created a template on the homepage that can be easily updated to feature information that corresponds with advertising as it’s running.

    Results

    The finished product has catapulted St. Joe’s into a position of digital leadership among its competition. Consumers are using the new features; page views and length of time on the site are rising.

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    Home Page

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    Provider Search Web Page

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    Childbirth Center Web Page

  • 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.

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    Print Ad

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    Print Ad

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    Print Ad

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    Brochure

  • Susquehanna Bank

    Susquehanna Bank

    Susquehanna Bank wanted to take a unique approach to promoting its commitment to serving the small-business community. Our response was the “Giants” campaign that featured oversized “customers” striding through geographic settings specific to Susquehanna’s location. 

    Susquehanna Bank1

    Susquehanna Bank

    Susquehanna Bank2

    Susquehanna Bank

    Susquehanna Bank3

    Susquehanna Bank

  • Case Study

    Swier Clinic

    Situation

    The Swier Clinic, led by Dr. Patrick Swier, offers high-quality cosmetic surgery and a type of peripheral nerve surgery performed by very few doctors in the United States. The Clinic wanted an alternative to the “before and after” approach so common in plastic surgery campaigns. 

    Strategy

    Our ad campaign used humor to promote the various service lines in a very distinctive style.

    Execution

    A series of ads used photos of fruits, vegetables, animals and other items to illustrate how Dr. Swier could transform a person from ordinary to extraordinary.

    Results

    In the first year of the campaign, business was up more than 30%. The business continued to grow — some service lines as much as 60%. Top-of-mind awareness in the region has been outstanding, even among those who have not gone to the clinic.

    Work Sample 1

    Print Ad

    Work Sample 2

    Print Ad

    Work Sample 3

    Print Ad

    Work Sample 4

    Print Ad

  • Aggressive Driving

    Aggressive Driving

    Speeding is the biggest problem on Delaware’s roadways. Our campaign focused on the effects speeding has on drivers and their wallets.

    Aggressive Driving1

    Aggressive Driving

    As with other OHS campaigns, this one reinforced stepped-up patrols and government policy. One message pushed the cost of speeding — through tickets and extra gas used.

    Aggressive Driving2

    Aggressive Driving

    Another was about the dangers of crashing by driving too fast.

  • Case Study

    The Delaware Office of Highway Safety - Checkpoint Strikeforce

    Situation

    DUIs and alcohol-related fatalities continue to provide grim statistics. The Delaware Office of Highway Safety is trying to change those statistics.

    Strategy

    We designed a social marketing program to spread awareness of checkpoints that were being stepped up throughout the state. Our campaign worked together with patrols and government policy.

    Execution

    Our “Going out tonight? So are we.” message — used in print ads, billboards, transit signage and banner ads — have become almost iconic. Local bands have used the message on their promotional posters and college kids have replicated the image as a Halloween costume.

    Results

    In 2008, alcohol-related fatalities dropped by nearly 12 percentage points.

    Work Sample 1

    Poster

    Work Sample 2

    Video

    Work Sample 3

    Print Ad

  • Case Study

    The Delaware Office of Highway Safety - Click it or ticket

    Situation

    Highway safety offices are dealing with "Click It Or Ticket" fatigue — people are starting to ignore the message. The Delaware Office of Highway Safety asked AB&C to shake things up and grab the attention of potential seatbelt violators.

    Strategy

    We focused on the seatbelt icon, reasoning that if it had a personality, people could identify with it. At the same time, we continued to push messages of fines and enforcement.

    Execution

    This social marketing program consisted of three vital parts: policy dictated by state and local governments, enforcement through stepped-up patrols, and marketing through various media channels.

    Results

    Officers are issuing fewer seatbelt citations than in previous years. Seatbelt use is at an all-time high of 91% statewide.

    Work Sample 1

    Billboard

    Work Sample 2

    Video

    Work Sample 3

    Print Ad

  • Case Study

    The Grand Opera House

    Situation

    The Grand Opera House is Delaware’s performing arts center. In 2008, the Grand asked AB&C to design a new website and help it move to an online ticket sales capability. 

    Strategy

    We decided to showcase upcoming events using multimedia clips from featured artists for a bold, engaging website. We also helped the Grand find the best ticket sales software, then integrated an online ticket purchasing function.

    Execution

    AB&C built a comprehensive website that incorporated the functionality the Grand was searching for while making ticket sales easy to manage online.

    Results

    On the day single tickets went on sale in 2008, the Grand sold $59,550 worth — an 83% increase over 2007. Total ticket sales also rose by $56,000. The Grand's management attributed this success to the appealing schedule, the dynamic new website and the streamlined, user-friendly online ticketing function.

    Work Sample 1

    Home Page

    Work Sample 2

    Seating Web Page

    Work Sample 3

    Contribute Web Page

    Work Sample 4

    Cart Web Page

    Work Sample 5

    Help Weg Page

  • Case Study

    Underwood Memorial Hospital

    Situation

    Underwood-Memorial Hospital, located only miles away from competitors in Philadelphia and South Jersey, had low consumer awareness and preference in the community.

    Strategy

    AB&C recommended building a strong, unified brand to enhance awareness and preference and help drive patient volumes. The brand would be rolled out internally (to secure employee buy-in) and externally.

    Execution

    Employees and patients agreed: the hospital is a “hidden gem.” So we developed the “Discover Underwood” branding campaign, which featured patients and employees telling how they “discovered” Underwood. Tactics included television, print, radio and outdoor.

    Results

    Over the course of a year, awareness increased by 15%; preference increased as well.

    Work Sample 1

    Print Ad

    Work Sample 2

    Paperboard

    Work Sample 3

    Print Ad

    Work Sample 4

    Print Ad

    Work Sample 5

    Video

    Work Sample 6

    Video

  • Case Study

    United Teletech

    Situation

    United Teletech Financial Federal Credit Union (UTF) was opening a new retail branch in Holmdel, New Jersey. AB&C was engaged to market the new branch and create a grand opening celebration. 

    Strategy

    We designed a combination of advertising, PR, grassroots outreach and a special event to create awareness and grow membership.

    Execution

    A direct mail piece, invitation, print ads, billboards, radio spot and press releases hyped the Holmdel grand opening event.

    Results

    The grand opening drew 525 people and resulted in 24 new members, $83,000 in CD money and $130,000 in money market money. Within three days, UTF had gained 34 new members and an additional $125,000 in CD money and $200,000 in the money market. The event also raised $1,741 for local charities.

    Work Sample 1

    Print Ad

    Work Sample 2

    Print Ad

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    Print Ad

    Work Sample 4

    Poster

    Work Sample 5

    Poster

    Work Sample 6

    Poster

    Work Sample 7

    Radio Spot

  • Case Study

    University of Delaware

    Situation

    The University of Delaware Alumni Relations department was launching a new Online Alumni Community. We were charged with promoting the community and redesigning the department's website.

    Strategy

    To generate awareness and interest from alumni, we designed a campaign using multiple marketing vehicles. We also redesigned the Alumni Relations site to prioritize the content and added new interactive features.

    Execution

    Our campaign included TV, print, email blasts, direct mail and a landing page, with a unique URL and logo on all materials. We reorganized the website's content and navigation, and added photo galleries and an interactive events calendar.

    Results

    The Online Alumni Community now has more than 13,000 members, and the website gets traffic from more than 140 countries and all 50 states.

    Work Sample 1

    Print Ad

    Work Sample 2

    Poster

    Work Sample 3

    Direct Mail

    Work Sample 4

    Television spot

    Work Sample 5

    UDconnection.com

    Work Sample 6

    UDconnection.com - Slideshow

    Work Sample 7

     UDconnection.com - Alumni Clubs

    Work Sample 8

    UDconnection.com - Alumni Spotlight

    Work Sample 9

    Poster

  • Case Study

    University of the Sciences

    Situation

    University of the Sciences in Philadelphia needed marketing materials to incent prospective students to apply, as well as a campaign targeting community college transfer students.

    Strategy

    AB&C focused on the science-related degree programs that differentiate University of the Sciences from other schools. The marketing materials have a consistent look and message that help define the brand, and all of the materials have unique URLs to measure which vehicles drive the most traffic to the website.

    Execution

    We created program-specific handouts for recruitment events, and a community college campaign using print ads to recruit transfer students. Banner ads drive prospects to the website, and all materials focus on ways that prospective students can connect with University of the Sciences online.

    Work Sample 1

    Pharmaceutical Handout

    Work Sample 2

    Chemistry Handout

    Work Sample 3

    Exhibit Panels

    Work Sample 4

    Banner Ads

  • Case Study

    VistaLab Technologies

    Situation

    Vista Lab Technologies, a maker of lab equipment, saw an opportunity to address repetitive motion disorders among lab personnel. AB&C’s assignment: brand a new, ergonomically designed pipette called Ovation. The new pipette greatly reduced the stress-inducing action caused by traditional pipettes.

    Strategy

    We had to get Ovaton into prospects’ hands, it was too expensive for sampling. The next best thing? Get the shape of Ovation into prospects’ hands.

    Execution

    A dimensional direct mail contained a foam “stress reliever” model of Ovation. An integrated campaign included advertising, collateral, testimonials and laboratory posters — all created in a fun, engaging style.

    Results

    Our campaign successfully introduced a premium product in the category, now a full line of Ovation pipettes. The mailer box doubled as a package for delivery of the actual product.

    Work Sample 1

    Print Ad

    Work Sample 2

    Grip It.

    Work Sample 3

    Brochure

    Work Sample 4

    Wall Chart

  • 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

    Work Sample 2

    Billboard

    Work Sample 3

    Billboard

    Work Sample 4

    Kiosk

    Work Sample 5

    Kiosk

    Work Sample 6

    Kiosk

    Work Sample 7

    Kiosk

  • Case Study

    WSFS Bank

    Situation

    WSFS Bank had become a full-service financial institution and needed to compete against larger regional banks. AB&C was challenged increase brand awareness.

    Strategy

    Surveys suggested a brand campaign focusing on customer service while incorporating the WSFS Bank name in the key message. We created the tagline, “We Stand For Service,” as well as a testimonial campaign targeting both retail and business.

    Execution

    The campaign reached consumers via print, television, radio, billboard, online and transit, and was carried through to branch signage, T-shirts and buttons for WSFS Associates, as well as a redesign of the bank's website homepage.

    Results

    Independent research confirms that the WSFS brand is becoming associated with friendly, attentive customer service. Advertising awareness increased by approximately 15%.

    Work Sample 1

    Print Ad

    Work Sample 2

    Print Ad

    Work Sample 3

    Print Ad

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    Print Ad

    Work Sample 5

    Video

    Work Sample 6

    Billboard

    Work Sample 7

    Bus Ad

    Work Sample 8

    Radio Spot

  • NYU Go Red

    NYU Go Red

    In honor of Go Red for Women Day, our public relations department assisted the NYU Langone Medical Center (NYULMC) Cardiac and Vascular Institute during its health fair sponsorship.

    Go Red 2

    NYULMC Cardiac and Vascular Institute partnered with the American Heart Association to help women understand their personal risk of heart disease and ways to reduce it such as healthy eating, exercise and fitness, stress reduction, and awareness of personal risk factors.

    Go Red 3

    Our public relations department helped promote this event through event management, posters, promotional ads and specialty items.

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