Camden Riversharks Case Study
The Camden Riversharks, an Atlantic League Baseball team, located in Camden, New Jersey were gearing up to play for their inaugural season.
The team, which had no major league affiliation, had an aggressive attendance goal for the first year. The challenge was to attain an annual attendance of 250,000 people.
Our in-depth research indicated that the people most likely to attend these games were not baseball fans, but rather families looking for a night of wholesome entertainment. From this analysis we created a positioning statement and resulting tagline that became the foundation of the all-creative executions throughout the season. The tag line “Catch the Frenzy” embodied the teams identity and experience at the ballpark. Our media buy, which maximized visibility by stretching the value of each dollar, incorporated entertaining cross-promotional programs with targeted radio stations, delivering the message to the defined audience.
The Camden Riversharks exceeded their attendance objective.
Over 300,000 spectators visited the ballpark during the season, despite the team being 25 games below .500. The attendance was the second highest in the league and unprecedented for a first year team.
Lourdes Health System Case Study
Although firmly established in Camden County for over 60 years, Lourdes Health System awareness ratings were significantly behind their competition, despite having received numerous national commendations for excellence.
GM&P Strategic Advertising along with the newly placed marketing director performed an in depth analysis of Lourdes Marketing efforts from creative development, media placement and public relations. After this study was completed, GM&P recommended dramatic changes to creative executions and media plans. Focusing on the very prestigious rating by US News, which became the cornerstone of our plan, GM&P went about the task of building awareness of Lourdes Health System outstanding national ratings. . The success of the program was based on identifying the key segments, both geographically and demographically and matching that segment with their specific need healthcare need. . We developed a multi-media campaign using cable television, radio, targeted print publications and online media sites that would provide the awareness and frequency needed to raise Lourdes’ “share of voice” above and beyond the levels of their competition.
The awareness of Lourdes’ recognized achievements by US News increased 48% over the 12 week advertising period, calls for new procedures increased by 25% and the momentum from this campaign brought new exposure to Lourdes’ achievements as well as to their other, non-advertised procedures to prospective patients uninformed of Lourdes’ medical capabilities.
Devereux Foundation Case Study
Devereux, the largest not-for-profit behavioral healthcare provider in the nation, locally serves more than 1,500 individuals of all ages through programs located in Philadelphia, Chester, Delaware and Montgomery Counties. Funding is provided by various departments within the State of Pennsylvania and the City of Philadelphia. Reimbursement for providing services is generally 10% LESS than Devereux’s actual cost. Public revenue sources are not applicable to costs associated with renovation and construction of Devereux’s physical plants; Devereux must rely on a combination of philanthropy and endowment income to address these needs. Our role was to spearhead a $19 million, 24 month capital campaign that would educate business and philanthropic leaders as to how Devereux Pennsylvania helps thousands of Delaware Valley individuals and families each year lead more fulfilling lives.
GM&P Strategic Advertising developed an ongoing strategic marketing media plan aimed to position Devereux as the charity of choice for major donors. This campaign was targeted towards business leaders and philanthropic leaders in the Philadelphia area. The creative campaign utilized a well known personality, former Philadelphia Eagle and Businessman Tom Brookshire as the spokesperson. By utilizing in depth market research on the behavior characteristics of the audience, GM&P was able to effectively reach and convince these leaders to support Devereux.
The results have proved staggering. The Campaign for Devereux Pennsylvania raised $19 million in ONLY 18 months. Devereux exceeded their goal and is currently using this model as a template for capital campaigns in their other markets across the country.