Services
Content audit, competitor analysis, content gaps, content pillar development, brand positioning, channel purpose, publication plan
The Project
Position Alka Seltzer Original to launch new chewable product and determine content needs to increase visibility in digital channels.
The Strategy
Positioning: Alka Seltzer competitors are focused on fighting heartburn by fighting food. The approach to differentiate the Alka-Seltzer brand from competitors focused on its heritage and elevated food as a reason to enjoy life moments, whether with friends, family or allowing for personal relaxation time. Being adventurous and playful with food is possible because Alka Seltzer is there to support our audience when and where they need it.
Content: Focused on the delicious taste and on-the-go characteristics of the chewable product, which aligned closely with the needs of the target audience—a busy mom whose heartburn was often caused by stress. Shareable, relatable content to engage and entertain users was focused on enjoying life’s moments and was integrated both on the brand’s website and social channels. Content pillars: Food is fun, time is valuable, science and heritage.
Services
Content audit, competitor analysis, content gaps, content pillar development, brand positioning, channel purpose, publication plan
The Project
Position Alka Seltzer Plus to connect with audience and determine content needs to increase visibility in digital channels.
The Strategy
Positioning: A cold will often slow people down, whether at work or at home. Alka Seltzer Plus’ target audience, a busy mom who is always on the move cannot be slowed down. In fact, she wants to be unstoppable. The approach focused on mirroring the reality of our target audience with the cold truth. The truth is that a cold cannot stop this mom—she still needs to work, take her kids to school and practice and walk the dog. She needs relief fast and that’s what she will get with Alka Seltzer Plus.
Content: Focus on content that engages and empowers our consumers to get through her day even when she has a cold. Content did not dismiss the fact that she feels sick—research showed our consumer wanted some empathy. But at the end of the day, she still needs to get on with her life and that is just a fact. Our theme was “The Cold truth” and the fact that a cold cannot stop her. Alka Seltzer Plus is there to help her get through those days. Content took a fun, humorous tone and approach. Our content also focused on educating our consumer on frequently searched topics such as prevention and the difference between a cold and the flu.
Services
Content audit, competitor analysis, content gaps, brand positioning
The Project
Revamp the Eylea website to launch a new indication for the product.
The Strategy
Positioning: Eylea is a medication to treat wet age-related macular degeneration, diabetic macular edema, diabetic retinopathy and macular edema following retinal vein occlusion. All of these conditions cause patients to suddenly lose their vision suddenly and without warning. Eylea is uniquely positioned because its results are highly superior to its competitors. However, cost and fear of the type of treatment—an injection into the eye—were barriers to this brand. To overcome these barriers, the approach was to focus on moments and experiences missed one someone loses their vision. Whether it’s witnessing your daughter’s wedding or seeing your grandchildren growing up, vision is such an important aspect of experiencing life’s moments. Eylea can help patients continue to experience these moments.
Content: Eylea content focused explaining each condition and educating patients on what to expect, how they might experience symptoms and the importance of monitoring vision changes and seeking medical help right away. It also explained the procedure step by step to appease fears related to the product form and supported patient living with limited vision.
Services
Content ideation and development
The Project
Develop content to raise awareness and explain the importance of organ donation during Donate Life Month.
Strategy
Organ donation has an immense impact in the lives of those who have polycystic kidney disease. There is no treatment for the disease and often times, dialysis or a transplant are the only options for patients once their kidneys fail. Approach: Create easy-to-understand, easy-to-digest content to convey the importance of organ donation.
Sample: http://pkdconnection.org/education/kidney-transplants-numbers
Services
Content ideation and development
The Project
Develop content to support matching gift campaign.
Strategy
Research and drug development are complex topics. There is no treatment for polycystic kidney disease and the PKD Foundation is the only hope for patients. Yet, the drug development process can take years and donors may become frustrated and have a difficult time understanding how their donations affect change. The approach was to create content to reassure donors that their money is being put to good use to encourage donations.
Services
Communications plan, content development, project and production management
The Project
Develop a communications plan to drive conference attendance; create digital and print content to support the PKD Foundation biennial education conference.
Outcomes
Surpassed 300 attendee goals, increasing attendance by 33%.
Convention Program
Screenshot of this page: https://pkdcure.org/convention/
Services
Content ideation and development
The Project
Create social content to support #GivingTuesday campaign.
Strategy
Patients are highly invested in polycystic kidney disease (PKD) research—this is their only chance of a treatment and for hope. Content to focus on how donations affect the Foundation’s ability to fund research and how donors can impact the lives of people affected by PKD.
Outcomes
Surpassed $10,000 goal to raise over $22,000 for the day, increasing donations by more than 50% year over year.
Services
Campaign development, project management, audience segmentation, content ideation and development, video direction, web page design
The Project
Create content to support National Kidney Month, encouraging audiences to become monthly donors.
Strategy
There is no treatment for polycystic kidney disease (PKD). The drug development process is long can take many years. Unfortunately, many of the PKD Foundation current donors may not see a treatment in their lifetime. However, PKD is a family disease and may affect many generations.
For this integrated campaign, which ran during National Kidney Month, the focus was hope for future generations, encouraging donors to give now to create a better future for their children.
Approach: Focus on a three-part video series integrated with a blog series to tell the stories of families affected by PKD, creating an emotional pull to drive donations.
