We have developed successful marketing programs for companies of all sizes. From the Fortune 500, to regional health plans, to local hospitals and medical practices, our
work has consistently resulted in focused brand communications and customer recognition. Here are some samples of the work we have done to establish and promote a variety of brands.
University Imaging is not only the newest diagnostic imaging center in northern New Jersey, it is also the newest healthcare brand. A member of the St. Joseph's Healthcare System, the new company combines two local radiology practices with the former outpatient radiology department of St. Joseph's Wayne Hospital. After developing a comprehensive brand and marketing plan, the name University Imaging was chosen to give the center a distinct identity, yet linked to the highly respected St. Joseph's brand.
Avow Communicationsformulated the positioning and marketing strategies, developed an extensive array of communications materials and executed the advertising and public relations program that successfully launched the new healthcare brand.
To review more of the University Imaging introductory communications program, click here.
High Mountain Health is a highly successful medical group practice headquartered in Wayne, NJ. Having expanded their services and medical staff over a period of more than 15 years, their initial branding no longer reflected the breadth of their practice.
We perfomed a thorough marketing analysis and summarized their "brand promise," to provide a higher level of of patient care and convenience. We developed a logo using the letter M to suggest a mountain range. We proposed a campaign to position their brand solidly around the promise of "doing more" for patients.
The tagline "Taking healthcare to the next level" was adopted. Images of clouds were used to complement the High Mountain identity and narrative messages were developed to consistently convey how the practice strives to do more for their patients.
Formerly known as Cardiology Consultants of North Jersey, Advanced Cardiology Practice went through an entire brand re-positioning. They changed their name, they relocated their practice into a new, state-of-the-art medical building and launched an entire marketing campaign to coincide with an expansion of their medical staff.
Intending to speak directly to their most likely audience, the 50-plus segment, ACP identified one of their most important motivators, living longer, living healthier and "being there" for those they love. "Be there for those you love" was adopted as their tagline.
This tag served as a positive foundation for all marketing messages. It is reinforced in all the marketing messages. And it is communicated visually through the use of photos showing healthy adults enjoying their grandchildren and taking part in the milestones of family life.
The campaign included launching a new Website, advertising and public relations program, and support literature.
Union Medical Group is a successful medical practice in Union, NJ. Its two board certified internists serve a highly diverse patient population primarily from Union County but also from Essex, Morris and even Monmouth counties.
The reasons for its appeal and high level of patient retention and loyalty are many. They include the high level of personalized care provided by the doctors and their clinical support staff, and also their multilingual capability. Between the two doctors, they speak English, Spanish, French and Creole.
This background led to a marketing approach built around a theme of respect and access to care for people from all cultures. United by a tagline, Your Partners In Health, materials are produced in several languages, including a fully bilingual Website, www.UMGNJ.com.
Following a growing trend in Europe, the first Halotherapy center to open in New Jersey asks Avow Communication for marketing support, including the development of its name and logo, and assistance with its communications and public relations programs. Scheduled opening in New Jersey is for April 2010.
For 15 years, Bill Carlos served as Director of Advertising and communications for Blue Cross and Blue Sheild of New Jersey, which became Horizon Blue Cross and Blue Shield in 2000.
Aside from playing a central role in the planning and execution of this major namechange and repositioning, he directed the production of hundreds of campaigns and materials over the years. These included all forms of media, from TV and radio, to print, outdoor, direct mail and e-commerce.
As part of the national Blue Cross and Blue Shield Association, campaigns were aligned with national marketing efforts to leverage expenditures and brand recognition, including sponsorship of the U.S. Olympics and corresponding Sports and Entertainment sponsorships and events marketing programs. Return to top of page.
As Director of Corporate Identity for this member of the Fortune 500, Bill Carlos was responsible for standardizing the identies of parent Quest Diagnostics and its portfolio of subsidiary brands.
These included the renowned Nichols Institute in San Juan Capistrano, CA.; AmeriPath cancer diagnostics; Sonora Quest; Diagnostic Laboratory of Oklahoma; MidAtlantic Clinical Laboratory; CompuNet; MedPlus and others.
In addition to brand strategy and brand management, Bill directed institutional name changes resulting from acquisitions, including such companies as American Medical Laboratories of Chantilly, VA.; Unilab of Tarzana, CA; and Omega Laboratory of central PA.
Quest Diagnostics conducted two major advertising campaigns, focused on 10 markets nationally in 2006 and 15 markets in 2007. The company called on Bill to assist in the planning, execution and management of these programs and to conduct a corresponding agency selection process.
Return to top of page.
Avow Communications works with the American Diabetes Association to help promote its fundraising efforts in New Jersey, Staten Island and Northeast Pennsylvania.
Two major fundraising activities are conducted each year. In the Spring there is the three-week-long Tour de Cure bicycle ride which draws hundreds of participants and as many spectators in Brielle, Basking Ridge and Princeton. In the fall are four StepOut walks, attracting thousands of participants through the region.
The role of Avow Communications is to partner with ADA staffers to help promote these activities. Print materials are developed by ADA. Avow assists by providing media planning strategies, media placement, developing value-added radio sponsorships, collaborating on scripting and generally working to extend the value of the organization's dollars in support of their critically important healthcare mission.
Return to top of page.
Public Strategies Impact, New Jersey's renowned lobbying firm headed by Harold Hodes and Roger Bodman, turned to Avow Communications to develop its new identity system and Website.
The logo is designed to emphasize the dynamic inherent in the name, Public Strategies Impact. It is a visual rendering of the firm's process: devise the best Public Strategies, achieve the desired Impact.
The Website, shown at right, showcases PSI's history of success in New Jersey and outlines the firm's main areas of focus: Government Relations, Public Affairs and Association Management. To visit the site, click on the page view at right, or click here.
Return to top of page.
Pro Media Communications is a well-rounded Public Relations firm based in Northern New Jersey.
Its partners and support staff offer extensive experience in all aspects of business communications. Avow Communications is proud to assist them in Website development and maintenance and to support the needs of their growing firm. Return to top of page.