Cerner Open Developer Experience Campaign
Background: Cerner Open Developer Experience (code) was designed to attract developers to innovate and create apps for the healthcare IT space. The event was open to independent and small companies across the country. The winner earned a spot in the Cerner development incubator and had access to resources for one year to develop the app and take it to market.
Goal: While code attracted many submissions, a limited number were viable concepts. The goal was to improve the number of qualified submissions and increase interest in the competition.
Strategy: Expand the audience by targeting college students, engineers and developers who weren’t specifically in the healthcare IT space, but had unique perspective and viable concepts for health and wellness apps.
Concept: The Hedy Lamar story fit nicely into the narrative that great ideas can come from places you don’t expect and they can change the world. The idea was to inform, generate interest and inspire developers.
Execution: Multichannel campaign using traditional posters on campuses, website, digital ads and social media.
Oracle - Veterans Mental Health Campaign
Background: Veterans face mental health issues including suicide at a significantly higher rate than the general population. Cerner developed software to help Veterans Affairs facilities track issues so their physicians and counselors can help Veterans improve their mental health.
Goal: Raise awareness about Veterans mental health issues. Increase adoption of software in VA facilities.
Strategy: Target three specific audiences: the general public, Veterans and physicians and councelors by using digital ads, posters within VA facilities and social media.
Concept: Powerful imagery and text conveys a sense of urgency and awarencess with all three target audiences.
Execution: Multichannel campaign using traditional posters at VA facilities, paid digital ads and social media.
DockYard Apparel Launch
Background: DockYard is a startup company that wanted to find a niche in work apparel.
Goal: Introduce and establish the brand in a clothing space with a well-established leader.
Strategy: Introduce DockYard as a tough garment made for professionals who take pride in their work. Take on higher-priced competition, which has evolved into being fashionable as it is functional.
Concept: Humanize the brand by showing how and why blue-collar workers demand outerware at a reasonable price. Position DockYard as unapologetic about creating work clothes as tough as they are. Also recommended pursuing corporate contracts to supply branded apparel for employees.
Execution: Multichannel campaign using digital ads, social and in-store signage with strong visuals and little copy.
SOCK 101 Launch
Background: SOCK 101 was a startup that needed to establish its brand.
Goal: Develop and establish SOCK101’s identity to differentiate its offering from parity products.
Strategy: Twofold approach. Appeal to a younger audience that wants to express themselves and create a secondary niche not normally associated with socks: corporate promotions.
Concept: Positioning socks as cool, fun and fashion-forward with with colorful ads that appealed to individualism.
Execution: Put the product front and center, while using edgy, humorous copy in digital ads, social media and direct response for corporate clients.
Kearney Trust
Background: Kearney Trust is the oldest bank in Kearney, but it was losing customers to newer, larger banks.
Goal: Reestablish Kearney Trust’s brand in the community.
Strategy: Use a traditional direct-response approach with outdoor, interior signage, digital ads and direct mail targeting businesses and people in Kearney and the surrounding smaller communities.
Concept: Exemplify the organization’s long-standing, customer-driven approach of helping people and businesses in the community.
Execution: Take on newcomers with competitive messaging and show people in the community who benefit from the bank’s services.
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