— PROJECT NAME

Trust Has a Name

— ROLE

Copywriting

Concept Ideation

Marketing Strategy

— DATE

08/2021

A hospice-care provider and long-time client needed to revamp an award-winning prior campaign promoting the availability of its services within nursing homes. The relaunch was prompted by a competing hospice provider's encroachment into the client's market. The original campaign was one of the first projects I worked on in my time with the agency, so this opportunity to lead a project to revitalize it roughly two years later presented rewarding insight into my own professional development.

As creative lead, I developed the creative concept, wrote all targeted messaging, including ad headlines and digital ad, eblast, and landing page copy, oversaw the selection of photography, and collaborated with the agency’s lead graphic designer, Harley Lake, to brainstorm designs and ensure synchronicity between the copy and imagery across all assets.

Given the competition's move into the market, we chose to forego the pastoral, watercolor-style imagery

used in the original campaign in favor of messaging that emphasized the client’s deep community roots and history in the area. Not only has our client served New York’s Orange and Sullivan counties for more than 30 years, the organization has given comfort to multiple generations of the same families, and the vast majority of its nurses and volunteers live within the communities they serve.

The new version of the campaign, retitled “Trust Has a Name,” placed the client’s logo on a nurse’s ID badge and reminded families of nursing home residents to request by name the hospice provider that has cared for their relatives and neighbors.

When the analytics for "Trust Has a Name" were compared with those of the successful original campaign, we found that the revamped version saw a 109% increase in click-through rate and a 274% increase in conversion rate on Google. On Facebook, this campaign experienced a 10% increase in click-through rate and significantly higher engagement compared with the original.

Click the ad concept above to view a case study, including campaign results.

This revitalized campaign led to a record census of nursing-facility patients, and following its success, the client adopted "Trust Has a Name" as the organization's new tagline.

Continue scrolling to compare the original campaign concept with the relaunch and view other project assets, as well as a second campaign for this client.