Small-but-integrated campaign helps our client
grab attention in a competitive market
At a year old, Eastern Carolina Orthopaedic Clinic (an affiliate of our longtime client, Onslow Memorial Hospital) was facing a few marketing challenges they’d hoped Saturday could address: Out-of-town clinics were on their turf, but they had too little awareness and budget to effectively differentiate themselves as the best local ortho. The name was also a handicap: long, difficult spelling, and there were other businesses named “Eastern Carolina” this or that.
Saturdayâ€™s answers: Out-think, donâ€™t out-spend; Integrate the campaign across a variety of media; Use humor as a way to stand apart from typical healthcare advertising.
We also created a new permanent nickname EC Ortho to improve recall, and make for a shorter url. To push the campaign message of “local,” however, we recommended “localortho.com” for the campaign’s duration. Vanity urls are a great way to expand your campaign message or brand position, especially when space is limited, such as on billboards.
We integrated the EC Ortho website into the effort by adding local-oriented images and campaign messages. The way to maximize a small budget is to integrate everywhere is to leverage whatever media assets are available, including those that are digital — especially digital!
As is typical for us at Saturday, we always have more ideas than client can use (we can’t help it!). But it’s cool: below is one of the alternative concepts that EC Ortho is hoping to use sometime in the future.