UMass Memorial Laboratories
Tagline: Put us to the test!™
UMass Memorial Laboratories is an affiliate of UMass Memorial Medical Center. This branch of the organization lacked marketing materials needed to increase their presence and to develop new business.
- Lack of marketing materials available
- Monthly newsletter sent out as basic Word document, in flat envelope, not cost effective.
We created a tagline and along with color, imagery and paper selection created a consistent, recognizable look for brochures, signage, trade show graphics and promotional items. The newsletter was redesigned as a self mailer, reducing mailing costs. Colorful photos and graphics made this award-winning publication eye-catching and easy to read. Brand awareness resulted in increased market share development and new sales growth, more than doubling patient service center locations and increasing territory from 2 to 4 states.
"UMass Memorial Laboratories ranks among the most effective hospital/health system laboratory outreach programs in the United States for market share development and new sales growth, due in part to its strong marketing program", according to a professional on-site consultation dated November 2008.
Caitlin Raymond International Registry
Tagline: Make a match. for life™
Caitlin Raymond International Registry, a bone marrow registry, sought to increase the donors for saving lives of patients in need of a donor match. The registry needed to increase awareness of their program and add donors.
- Lack of awareness
- Existing logo was drab and difficult to reproduce
- Lacking informational brochure
- Existing materials were dated, difficult to read
The first step was to refresh the logo by stylizing and recoloring it. The tagline was developed. A brochure was designed, detailing their history and mission. Banners, consent forms, trade show graphics, signage, posters, sweatshirts, t shirts, tote bags were designed using a consistent, colorful palette, symbolizing hope. Within two years of rebranding, the number of marrow donors had tripled.
UMass Memorial Laboratories Anatomic Pathology Division
Tagline: Focused on Diagnosis™
Anatomic Pathology is a division of UMass Memorial Laboratories. This is a specialized branch of medicine, examining biopsy and other tissue samples for evidence of disease.
- Need to increase awareness within the medical community of the tests offered
- Lack of identity, marketing materials
A tagline was created, and a new quarterly newsletter was developed. Packaging of biopsy kits was designed using color coding and images for specific types of tests for easy identification. Brochures are being designed using the colors coordinating with the individual tests. Promotional items: t shirts, flashlights, calendars, tote bags, and a slide show presentation were designed with trade show graphics.
Worcester Cultural Coalition
The Worcester Cultural Coalition is the unified voice of Worcester's cultural community. Their mission is to "draw on Worcester's rich and diverse cultural assets to foster economic revitalization and create a strong cultural identity for the City of Worcester."
The Worcester Cultural Coalition was introducing a new program, WooCardT, to create awareness and interest in the cultural venues and events available in the Worcester area. They desired an attractive, eye-catching look.
A member ID card with a backing panel card was designed. An invitation was designed for an event that kicked off the new program. A series of print and online ads were created. A banner for event tables and a billboard were designed to further increase visibility. The WooCardT program has been highly successful and it is constantly expanding to include new packages for card holders.