Transforming Community Health Alliance Brand Visibility through Strategic Planning and Execution

Client Challenge:

Community Health Alliance (CHA) needed to boost facility usage and brand visibility in a competitive Reno healthcare market with an underutilized service network.

Objective:

Launch an integrated branding and media campaign to increase facility usage by 10% over two years and establish CHA as Reno’s leading healthcare provider.

Strategy & Execution:

• Research & Segmentation:

  Identified key audience groups through deep qualitative and quantitative analysis.

• Media Planning:

  Built a channel strategy aligned with usage, recall, and engagement KPIs.

• Creative:

  Developed messaging focused on CHA’s accessibility, expertise, and community commitment.

• Channel Mix:

  Deployed TV, radio, outdoor, digital, SEM, social, and content marketing for broad and targeted reach.

• Partnerships:

  Negotiated added-value media placements and strategic sponsorships.

Results:

• 15% increase in facility usage—exceeding the goal.

• Over 20% lift in unaided brand recall and favorability.

• Elevated CHA’s standing as a trusted, community-focused healthcare provider.

Key Takeaway:

A fully integrated, data-driven media strategy enabled CHA to grow brand impact, deepen trust, and surpass growth targets.

Launching the "HURT!" App with Precision Media Planning and Buying

Client Challenge:

Reno Orthopedic Center (ROC) aimed to drive rapid awareness and adoption of its new 24/7 orthopedic advice app, HURT!, among a targeted audience—while delivering strong ROMI.

Objective:

Launch an omni-channel media campaign to quickly generate app downloads and usage, delivering measurable results in the first phase.

Strategy & Execution:

Partnered with ROC to develop a data-driven campaign tailored to active, health-conscious consumers.

• Audience Analysis:

  Targeted individuals and families prone to orthopedic injuries.

• Channel Mix:

  Combined digital (search, social, mobile ads) with traditional (radio, outdoor) for broad impact.

• Optimization:

  Used real-time tracking to refine messaging and channels.

• Messaging:

  Highlighted the app’s speed, accessibility, and convenience.

Results:

• 560% ROMI, far exceeding expectations.

• Surpassed app download goals in the Reno DMA within months.

• Reinforced ROC’s position as a tech-forward healthcare leader.

Key Takeaway:

Strategic, insight-driven media planning can powerfully launch new tech products, as demonstrated by HURT!'s rapid adoption and ROI.

Driving Historic Voter Engagement through Strategic Media Planning

Client Challenge:

Amid the COVID-19 pandemic, the Nevada Secretary of State needed to ensure voter safety while maintaining election integrity. The goal: motivate at least 65% of active voters to use mail-in ballots during the 2020 election, despite skepticism and a tight timeline.

Objective:

Launch a 12-week, omni-channel campaign to drive mail-in voting among at least 65% of active voters.

Strategy & Execution:

Partnered with the agency and Secretary of State to deliver a high-impact media plan.

• Audience Analysis:

  Researched behavioral trends and demographics to segment voters.

• Channel Selection:

  Blended traditional (TV, radio, outdoor) and digital (display, social, search) media for broad and targeted reach.

• Negotiations:

  Secured 30%+ added value in media buys.

• Optimization:

  Used real-time dashboards for agile performance adjustments.

• Messaging:

  Communicated the safety and simplicity of mail-in voting.

Results:

• 98% of active voters voted by mail—exceeding the 65% target.

• Achieved full media saturation across Nevada.

• Generated historic voter participation with strong ROI.

Key Takeaway:

A fast, insight-led media strategy can overcome major challenges and deliver exceptional outcomes under pressure.