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A health care organization serving major portions of NY State needed to overcome its perception as an ivory tower institution serving an elite market segment.
Brand the organization. Position it as "high tech, high touch." Counter erosion of market base.
Position Bassett Healthcare as "State of the Art. Straight from the Heart." Use laughter in the creative executions as a brand personality builder, to distinguish it from the "warm and fuzzy" approaches taken by competing healthcare organizations.
TV and radio advertising. Billboards throughout the region. Print ads. Point of Service brand posters and kiosks