Project Description: Healthcare Dinner is Froedtert and the Medical College of Wisconsin’s premier fundraising events. Many of the Milwaukee-area’s business and community leaders attend this event including Cory Nettles of Generation Growth Capital, Grady Crosby of Johnson Controls International, Linda Gorens-Levey of General Capital Group, JoAnne Anton of Herb Kohl Philanthropies, and David Marcus of The Marcus Corp.
This event theme was: Explore the Power of Curiosity, Discovery and Hope. Curiosity fuels discovery, which leads to hope. This is as true fo the research being done at the Medical College of Wisconsin as it is of the astronauts that spoke at the event: Scott Kelly and Eileen Collins.
The creative team produced everything from invitations, programs, menu cards, a biographical short video of Chuck Newman, and projected art and animations onto hundreds of screens at the Fiserv Forum, including the Jumbotron and the the huge hi-res screen in the lobby. We worked with Majic Productions and the event and tech staff of the Bucks to make the experience come to life
Key Results: In under 6 months, the entire event was planned from start to finish to kick off Froedtert and the Medical College of Wisconsin’s $225 million philanthropic campaign. The entire event was planned in house from picking a theme, selecting speakers, graphic, event and audio design.
The result was a true spectacle to thank and inspire the generous donors to Froedtert and the Medical College of Wisconsin.
Art Direction: K Lanza
Design: K Awadallah
Videography: A Boyes
Photography: G Calhoun, Front Room Studios
Here. It’s where you belong. It’s the experiences you share. It’s what you take pride in. Simply put, here is community. At Associated Bank, we’re rooted in the Midwest, too. Which is why, when you bank with us, we invest your money in things you care about—like your neighbors and businesses nearby. So why send your money to a bank that will send it somewhere else?
At Associated Bank, your money works here.
We’re committed to finding ways to engage in sustainable day-to-day practices in the areas we serve. From our LED-light program to responsible lending, Associated Bank strives to improve our environmental impact through how we operate our business and support our customers.
Volunteerism is a core tenet of what we do. From combating widespread hunger to finding solutions to homelessness, our colleagues are passionate about so many different causes and are doing their part to make a difference. Why? Because w know we’re strongest together.
At Associated Bank, we recognize our colleagues as resources critical to fulfill our company’s vision, values and aspirations and will invest in the growth and development of our people while providing a diverse, inclusive and welcoming culture.
At Associated Bank, we are proud to play an active role in helping our communities grow and prosper.
Project Description: The COVID-19 pandemic is no doubt one that will affect the life of everyone in the world in years to come in ways we can’t even predict yet. As the leading health care provider and research institution in the state, the Medical College of Wisconsin is uniquely positioned to be a source of truth for the local community during this time.
Though the information changes minute by minute, the assets created by the team were numerous:
• Microsite
• Over 10 infographics, translated into several languages
• Over 30 Expert Videos
• Over 30 MCW Life Stories Podcasts
• 3 series of Webinars (some are focused toward the community, others are focused towards business leaders and politicians)
• A robust social campaign
The name of game with this campaign was “nimble”. With information changing as fast as we could produce assets, the team needed to be ready at a moments notice to make changes. We also had a mantra of “perfection is the enemy of the good” as we were working. It is far more important to get accurate, up to date information out to our audience rather than creating the most beautiful pieces.
Key Results: Due to our rapid output of information, the Medical College or Wisconsin under the leadership of President and CEO Dr. John Raymond Sr., positioned themselves as public health and research experts in the state. Business leaders and politicians throughout the region looked to Dr. Raymond’s expertise for everything from how to keep the community healthy to what are the key indicators that must be met in order to restart the economy.
Art Direction: K Lanza
Design: K Awadallah
Videography: A Boyes
Audio: B Belmer
Read about Dr. Raymond advising on key COVID-19 Indicators
Read about Top 5 Healthcare Leaders
Trusted information is essential today. All resources provided on this microsite have been validated by MCW physicians, scientists and other credible partners. See the microsite here.
MCW Experts: Dr. John Raymond, Sr. - COVID-19 Coronavirus. Listen to the podcast here.
MCW virologist Vera Tarakanova, PhD, discusses what it means to flatten the curve.
MCW family and community researcher David Nelson, PhD, offers tips on how to feel less isolated during the novel coronavirus (COVID-19) pandemic.
Lisa Dodson, MD, Dean of MCW-Central Wisconsin, explains the challenges that rural areas face during the novel coronavirus (COVID-19) pandemic.
What takes the title in stadium sales each year?
How many bags of peanuts to game-goers crack their way through in an average year?
How many gallons of Secret Stadium Sauce are used in an average year?
How long does it take the stadium’s 12,000 ton roof to open and close?
Project Description: The Hope to Health Campaign is the name of the philanthropic fundraiser for the Medical College of Wisconsin and Froedtert Hospital. As in important non-profit in the state of Wisconsin, the Medical College of Wisconsin and Froedtert Hospital have a responsibility to address the following urgent priorities:
• Accelerating Research and Advancing Patient Care
• Driving Health and Vitality with Our Community
• Transforming Healthcare Education
• Leading the Way in Cancer Research and Care
As the first public-facing campaign the Medical College and Froedtert Hospital has ever launched, everything was new. The Office of Communications started the process from the ground-up from research, competitive benchmarking and surveys, to creating a brand identity that compliments the already established Froedtert and the Medical College brand and a full-blown marketing campaign.
Our campaign idea was based on the tagline: “What do you hope for?”. A concise explanation from the microsite: “We launched the Campaign for the Medical College of Wisconsin and Froedtert Hospital to turn the hope that we all share into the health we all deserve. We know it takes bold investments and a shared commitment to sustain the advances we’ve already made—and to meet every challenge the future will bring. Hope to Health starts with all of us. And the time to begin is now.”
Many tactics were used along the way to activate current and new donors. We created a case statement, which the organizations gift officers could use to solicit new donations. There was also a full-blown internal campaign, as many of the Medical College alumni still practice in Froedtert Hospital. Other tactics we employed were:
• Several print materials
• A video campaign explaining the importance of these institutions to the community and why giving is important
• Social and earned media campaigns
• Microsite and email marketing campaigns
• Internal marketing campaign
• Prominence at Health Care Dinner: Froedtert and the Medical College’s premier fundraising event
Key Results: The $225 million campaign goal was achieved in less than 3 months after the campaign was publicly kicked off. This project also marks the most successful and seamless partnership of a marketing campaign between Froedtert and the Medical College of Wisconsin. Both institutions Marketing departments were engaged to plan, launch and fund this campaign.
Art Direction: K Lanza
Design: K Awadallah
Videography: A Boyes and Hanson Dodge
Photography: Jeff Zmania
Click to see the website.
Together, we can power the future. See the website here.
Rob Gouthro, MD, is an MCW alumnus and a faculty member. His hope is that all patients in need of behavioral health care have access when and where they need it. See Rob's Story.
Linda Mellowes is a Trustee Emerita, Community Leader, and Philanthropist. Her hope is to see innovative medical discovery transform healthcare now and in the future. See Linda's Story.
Cory Nettles is an MCW Trustee. His hope is for us to be one of the leading academic medical centers in the world. See Cory's Story.
Project Description: Costume Express is a brand that sells family-friendly costumes. Every season, Costume Express sends a 40+ page catalog. The process is done in-house from start to finish: brainstorming, concepting, photostyles, and final drafts.
The important feelings to get across in this catalog are friendly, helpful, inclusive, fun, and imaginative.
When establishing photostyle, it was decided that capturing moments in time was better than stiff, posed models. This gets the energetic, child-like feel across that we wanted to portray with this catalog. In addition, nearly every lifestyle photo that we shot has adults in it as well. Aside from being a way to encourage adult costume sales, it also lends a sweet feel to the photos: moments when families play and make memories together. It demonstrates the internal tagline we had for this catalog: Costumes for kids and kids at heart.
Key Results: Created a 40+ page catalog from planning to final design in under 3 months. An brand-right photostyle plus extensive library of mages and style guide was established that carried the creative team through the entire peak season. The styles that were set early in the season helped the team to create hundreds of pieces from postcards, to landing pages, emails banner ads, social posts and more in an efficient and on-brand manner.
Art Direction: K Lanza
Design: K Bell, A Henry
Copy: J Neff
Photography: E Johnson
Project Description: Bona is one of the leading floor cleaner companies in the world. Their brand is prided on a quality product and is safe for your family and the environment.
We know that Bona customers are specifically more interested in learning online vs. stocking up on product. Because of that, ecommerce was down-played on the homepage in favor of links to educational articles, information on how to use your product, and lifestyle imagery.
Video and animation are prevalent all over the site. Using cutting edge technology makes Bona relevant and modern in the brand space. It also helps to elevate the product. On the product detail page, instead of the spray bottle just sitting on a white sweep, the product has been dressed up with a fancy background, which is managed. The background can be changed dynamically based on product type. This makes the detail page feel more like a destination, rather than a general ecommerce page.
Another aspect of this site is how educational this site is for the customer. She can find information on the homepage, product page with sliding articles, product detail rails, and a full landing page with hundreds of how-to articles.
Key Results: This site was launched under a month ago, so while there are no key performance metrics yet, the client has an easier to update, manged website.
Art Direction: K Lanza, B Gomez
Design: K Hakes
Copy: J Clemente
Click to See the Product Detail Page
Project Description: The Nightmare Collection is a special collection of masks that well-known sculptor and architect Mario Chiodo designed specially for BuyCostumes.com. The team was tasked with marketing these masks from the ground up. We did everything from naming the collection and masks, tagline, logo design, photo style and marketing materials.
The creative team was tasked with elevating the experience and getting across just how impressive these costumes are. Many of these masks are so large that they must be worn on the shoulders. In addition, it was important that the identity of the brand match the detailed, hand-crafted nature of these masks.
Make sure to watch the videos to see how impressive these Monstrous Masks are!
Key Results: Created a unique look and feel to match these one of a kind, hand-crafted masks. This was the first time BuyCostumes had a guest collaboration. The campaign had hundreds of deliverables which included collection naming and brand positioning, photography, web designs, postcards, catalog blow-ins, several media events and even video for each of the masks.
Art Direction: K Lanza, S Mowry
Design: C Underwood
Copy: M Webber
Photography: E Johnson
Videography: J Anschutz
Overview of masks from the collection
See the masks in action!
Project Description: Birthday Express VIP is a reward program especially for email subscribers. Benefits include special offers, free gifts and party tips from experts.
It was important to create a look and feel for this program that was different from the usual promotional style, yet still looks unified with the overarching Birthday Express brand. Specific ways in which the promotional style differs from the Birthday Express VIP style:
• There may be party supplies in the photos, but the focus should be on the children.
• The children are not perfectly posed and are having fun.
• The color scheme in the photos resembles the Birthday Express VIP logo.
Key Results: Creating the look and feel for this loyalty program enabled the creative team to focus on pure brand voice aside from the usual retail needs. Essentially, we came up with specific branding that lives under the bigger Birthday Express brand. A library of fresh, fun images was also created which really gets at the heart of the brand voice.
Art Direction & Design: K Lanza
Copy: J Neff
Photography: E Johnson
Project Description: The redesign of the BuySeasons corporate looks just as good in mobile as desktop. The website is templated so new content is easy to put up and take down by any member of the team, even if they don't have a lot of knowledge about HTML and CSS. For example, this allows a member of Human Resources to post a new job opening or the Public Relations Manager can add a new press release at their own convenience.
One of the most import aspects of this redesign from a design perspective is making sure that the site looks professional, but also captures the laid-back company culture and the fun products they sell (costumes and party supplies).
Key Results: Using agile development, we did user research which informed wireframes and full design concepts. Since this is a corporate site, it was important that the unique, fun culture of the company comes across strongly in both the design and tone of the copy.
Art Direction & Design: K Lanza
Copy: J Neff
Photography: E Johnson
John Kuhn is known to carry the Packers, and still always does.
Show your Packers pride every time you use your Packers Debit Mastercard.®
And now I get to be a fan, too.
