A healthy break from the old way of doing things.
Opportunity:
UB Orthopaedics & Sports Medicine, despite being the largest orthopaedic group in Western New York, was not being recognized as such because of brand confusion, outdated materials, multiple logos and inconsistent messaging. The group achieved some awareness by serving as the team doctors for several high-profile professional sports teams, but had no messaging that targeted the common patient.
JFG Solution:
JFG worked with UB Ortho doctors and staff to determine their goals and vision for marketing the entire practice, which lead to the creation of the new brand through a theme, targeted messaging and creative execution. JFG developed a complete re-branding campaign – including a new logo that incorporated the orthopaedic mission of regaining motion. Rollout then included a clean and re-organized website with depth of service offerings, consistent print and radio advertising that followed a comprehensive media plan, sports team stadium signage, brochures, stationery, web banner ads and more.
Results:
- Enhanced awareness of UB Ortho's key benefits to target audiences.
- Materials/pieces that are current and consistent in message, tone, look and feel.
- Ongoing branding efforts and market penetration that continues to target all regional mediums and audiences.
Testimonial:
"Since we have been working with J. Fitzgerald Group we have had nothing but a great working relationship. Jack, Carmel and their team are hard working, creative and easy to contact. They are the first agency we ever used for our marketing campaign and we are glad we chose them."
B. Michael Rogers, CPA
Director of Finance & Operations
UB Orthopaedics & Sports Medicine
