Branding and national launch of value-based primary care centers for seniors
ArchWell Health was formed by a group of private investors with a shared vision of providing access to high-quality, value-based healthcare to underserved seniors throughout the South and Midwest. Based on Godwin’s previous success in market launches, ArchWell Health’s leadership team chose Godwin. The task? To introduce the new ArchWell Health brand and care model to 15 inner-city communities located in North Carolina, Alabama, Missouri, Kansas, and Oklahoma.
Building a brand from the ground up
When ArchWell Health chose Godwin as its agency partner, they came to us with a name and logo design. In an intensive 2-day brand development session, Godwin led the ArchWell Health leadership team through a proprietary brand development process. The brand process established a solid foundation for future communications both internally and externally.
The launch: 15 markets, 5 states, 3 months
Godwin established a multi-channel approach to achieve ArchWell Health’s primary goals and introduce the brand to seniors throughout the five-state market area.
Developed and executed hyper local, multi-channel marketing communication plans for each market.
Created nationally branded marketing materials for use across the company as well as materials specific to grand openings and other events customized for each of the 15 community centers.
Developed a comprehensive branded website representative of all the company’s markets, physicians, and specialized landing pages for key marketing and sales enablement initiatives.
Developed a communications and public relations playbook for engaging with staff and vendor partners to foster well-branded and coordinated outreach efforts and communications.
Provided press releases, media relations coordination, and vetting and engagement of highly regarded public relations partners in each of the six major markets.
Executed aggressive digital and social media campaigns starting with awareness and then pivoting to member recruitment/conversion for scheduling appointments.
Provided hands-on support and supervision to plan, promote and execute 13 back-to-back grand opening events over a three-month period.
8 Month Awareness Campaign
Over 15 M impressions for Facebook with CTR .28%
Over 4M impressions with mobile geofencing around the centers with CTR .11%
25.66% CTR for Google Paid Search
70 earned media hits, including broadcast, print, online and social media stories.
Grand Opening events exceeded attendance goals, generated leads and enrolled many new members on-site
Over 5.4M impressions Google display and retargeting, CTR .16%
Over 1M impressions pre-roll