BKV recently completed a creative campaign for client B. E. Smith, a full-service leadership solutions and executive placement firm for healthcare providers.
The first goal was to develop a persuasive brand promise. B. E. Smith is one of only a couple healthcare-exclusive consulting and placement firms, and competes in a crowded and undifferentiated market. This meant it was critical to identify the emotional drivers that motivate healthcare management in choosing a consulting and executive placement firm. To achieve this, primary voice-of-business research was conducted through in-depth interviews with key management at B. E. Smith. Qualitative analysis targeted to a broader selection of managers garnered additional data used in developing the brand promise.
BKV created a campaign of five ads based on the new brand promise. These ads began running in top healthcare publications in February 2009, and will run through the end of the year. BKV also developed a direct mail package based on the campaign’s creative elements. Images and messages from the campaign have been infused throughout B. E. Smith’s Web site and collateral, creating a consistent look and feel to all of the company’s first-line customer touch points.
So far, client feedback on the brand promise and ads has been outstanding, with many good comments from management throughout the company.
