I’m a big fan of Garrison Keillor and his radio show “Prairie Home Companion.” What is it that makes his listeners so loyal? Ask any of his 19,370 fans on Facebook and I bet they will agree it’s his mastery of story telling.
Some of the smartest ad campaigns have learned this lesson well. What dad can’t relate to Subaru’s “Baby Driver,” a story about the moment their “baby” drives the first time. Another favorite is an ad where Mark asks his girlfriend for a second chance using Google Chrome. Talk about viral marketing, this ad has gotten over 408,000 hits on YouTube since it first ran on TV. (if you haven’t seen it take a look...
United Hospice of Rockland
New Website & Integrated Campaign
Upcoming classes given by Ann Byne
challenge + solution
United Hospice of Rockland
challenge:
When The Byne Group first met with United Hospice of Rockland County (UHR), they were facing several significant challenges, most importantly were the negative misconceptions that surround hospice care. In order to align them more with their brand promise, we determined UHR needed a warmer, more appealing look that would encourage people to contact them.
solution:
The Byne Group began our work with a research project to uncover the most prevalent myths associated with hospice care. The information we gathered established the foundation for an emotion-driven, multidiscipline campaign that included print, television, web, digital and the introduction of social media, a completely new arena for UHR.
A thoroughly saturated media plan was implemented and in the first three months following its launch, our campaign for United Hospice of Rockland County showed amazing results. Visits to the website increased by 34%. There has since been a 133% increase in page views and pages viewed per visit have increased by 73%. The average time spent on the site has increased by 64%. The number of patient inquiries increased as well as the overall census. Additionally, in less than one year, UHR’s Facebook page has recorded more than 1500 fans.
This multi-media campaign has dramatically increased UHR’s visibility in the community as well as educating the community about Hospice services. This one felt really good.
“The Byne Group is terrific. Each member of the team is easy to work with, talented and creative. In working with us, they have a client who has had great difficulty articulating what we want but can easily share want we don't want. Their ability to listen always results In just the right strategy for us.”
-Amy Stern
Executive Director,
United Hospice of Rockland
