Introduction

STRATEGY, PROMOTION, BOOTH DESIGN

From the beginning, Associates in Family Medicine has been committed to helping individual patients while also fostering healthy communities. That’s why this Northern-Colorado-grown, fast-expanding family practice stays firmly rooted in all things local—from community service organizations and active living programs to creative opportunities for food and fun.

To reinforce AFM’s active and vibrant role in the Northern Colorado community, the Bonfire Effect team identified a way for them to “cultivate” support for local farmers, fresh, savory foods, and good causes throughout Fort Collins—all by sponsoring the first-ever Farm Weekend event.

Bonfire Effect worked with Fortified Collaborations to secure AFM’s sponsorship of the weekend’s various farm and food festivities, which included a farm open house, the Tour de Farms bike ride, the 3 Forks Progressive Farm Dinner, and the Fort Collins Peach Festival.

Our gang then completed engaging design and messaging concepts to promote the 2017 Farm Weekend and to build a distinctive booth experience for AFM at the Peach Festival. We used social media and local print advertising to spread the word and build excitement around the event. And to uphold AFM’s philosophy on giving back, we created a fun way for Peach Festival participants to pay it forward. As part of the “Win a Prize, Give a Prize” campaign, booth visitors had the chance to spin the Wheel o’ Health and land fabulous prizes. And for every person who stopped by, AFM made a donation on their behalf to support a local charity.

When everything was said and done, the 2017 Farm Weekend cultivated by AFM was a tremendous success. AFM was able to generate substantial awareness around their community-centered mentality while also donating $3,150 to three fantastic charities that all contribute to a stronger, healthier Northern Colorado: Bike Fort Collins, The Growing Project, and The Family Center La Familia.

SOCIAL 

Having served the town of Windsor for over a decade, Associates in Family Medicine has a wholehearted commitment to this thriving NoCo community – a place that many of their providers and staff members are proud to call home. That’s why AFM is giving Windsor their all – moving their current Windsor office to a brand-new urgent care and primary care facility in Spring 2019, one that will deliver expanded services and ongoing support to the growing local community.

Afm windsor – “here for good”

To reinforce AFM’s long history in Windsor, communicate their deep-rooted dedication to the community, and generate buzz around the all-new urgent care, Bonfire Effect worked to strategize and implement a high-impact marketing campaign with an authentic hometown vibe – complete with campaign theme, messaging, web content, press release, digital promotion, print collateral, and more.

Highlighting AFM’s distinctive combination of neighborhood family doctors and high-level health care, our team created a meaningful and memorable theme: “Here for Good.” This approachable, heartfelt message is positioned to guide and carry the campaign all the way from groundbreaking to final building completion – underscoring AFM’s purposeful investment in Windsor and unmoving commitment to their hometown community. The “Here for Good” message also reflects AFM’s larger purpose as a family medical practice: to be good and do good for the patients they serve.

The Work 

Campaign landing page, press release, and web banner
AFM Windsor brochure
Lifestyle photography with the awesome Randy Pfizenmaier of Fusebox Studio
”Here for Good” buttons and T-shirts

ON THE HORIZON

Construction of the new AFM urgent care and primary care building kicked off this summer, and it’s well on the way to supporting a healthier Windsor. As this exciting campaign moves forward, stay tuned on the construction progress by following AFM on Facebook and Instagram. And watch for more on how AFM is “Here for Good.”

Introduction

With offices in Fort Collins, Loveland, and Windsor, Associates in Family Medicine (AFM) is the largest locally owned medical group in Northern Colorado. For more than 50 years, AFM has served the health care needs of Northern Colorado families – delivering local, compassionate care to every body to ease every mind.

WEBSITE

As a medical practice, AFM is always on the lookout for techniques and treatments that will help patients stay healthy and, whenever possible, make it easier to manage their health care. And while the existing website compiled valuable information, the way in which that information was conveyed didn’t always reflect the warm and welcoming approach AFM providers are known for.

After a series of collaborative meetings with AFM administrators and staff to identify the goals for the new and improved site, we prioritized the following objectives:

• Refresh the design to better align with the current AFM brand
• Provide a more user-centric design and navigation solution that better addresses customer needs
• Build a robust, integrated directory to make the search for a doctor, location, or specific service – as well as class and event schedules – more user-friendly and intuitive
• Support ongoing marketing efforts by adding promotional panels, integrated content throughout, and dedicated service pages (e.g., Active Living & Sports Medicine)
• Simplify the career listings and give position openings greater prominence for improved recruiting
• Improve the user experience and search engine optimization (SEO) by:
  • Integrating What The Health blog content into the website
  • Cross-linking content throughout the site wherever relevant
• Provide better editorial control for more streamlined updating
• Improve security by building on latest platforms with up-to-date plugins
• Design responsively so the site performs well on any device

In addition to the complete rebuild of the site, we launched it at a new domain: AFMnoco.com (previously AFMfc.com). Chosen to more accurately represent the Northern Colorado regional presence, the new domain also better aligns with the AFM social media account names (e.g., @AFMnoco on Twitter and Instagram).

RESULTS

• Drove greater engagement in the website’s debut week, with traffic up 22 percent
• Dramatically improved SEO, making it easier for users to find Associates in Family Medicine as well as providers, clinic and urgent care locations, and specific services they’re interested in
• A broader and deeper repository of engaging blog content that shares helpful information, healthy recipes, and other condition-specific resources
• Revamped navigation that puts the user in the driver’s seat and gets them to their destination in three or fewer “clicks”

GALLERY

New Site 

NRF Retail’s BIG Show 2017

PRE-SHOW OUTREACH, MESSAGING & DESIGN, CONFERENCE MARKETING

Kicking off 2017 right, Brother Mobile Solutions ventured to New York City for one of the retail industry’s largest events. At the National Retail Federation Retail’s BIG Show 2017 in January, Brother let visitors get their hands on the all-new, incredibly compact, wireless RuggedJet® 2 mobile printer, offering free product demos and familiarizing people with the company’s full line of retail solutions. We had a blast designing and promoting the Brother booth for this flagship event.

BOOTH IMAGES

brother mobile printers help crush the paperwork pest

Ruggedly compact mobile printers from Brother Mobile Solutions cover a lot of ground – from the sales floors and checkout queues of retail stores to industrial warehouses, public safety vehicles, healthcare facilities, and more. No doubt about it… these powerful little devices have no trouble working where you work. And when it comes to helping pest control workers thwart hordes of sinister pests while combating pesky swarms of paperwork, Brother's PocketJet 7 printers are crushing it!

SPREADING THE WORD ABOUT BUG-FREE PRINTING

To create more "buzzzz…" (pun intended) around the full-page printing power that PocketJet® 7 mobile printers bring to pest control applications, our creative team developed a theme and strategy for an email campaign that would reach both Brother's existing customers and a new list of key prospects within the pest management industry. 

The "We're Crushing It" campaign concept alluded to the tough tasks and challenges that pest control workers encounter on a daily basis while also conveying a sense of unbeatable confidence in the reliability and performance of PocketJet 7 printers – tools that help pest management pros finish the job by eradicating printing problems in the field and crushing the paperwork pest.

And by using the email to share a premium piece of content, we helped Brother capitalize on their story and position themselves as a true authority in the pest management industry. Email recipients had the opportunity to download a case study and see how Rollins, Inc., the nation's leader in pest control, is putting bug-free mobile printing to work with PocketJet 7 printers.

RESULTS

Within an hour of send, the email yielded a record number of net new leads – with 50 demo requests from previously unqualified prospects. This campaign prompted more demo requests than any other single email to date while also increasing traffic to the Rollins case study. 

KEEPING IT REAL WITH
A POWERFUL PRODUCT LAUNCH

Brother Mobile Solutions has spent the last several years developing a mobile printer that would do more than just meet the needs of today’s mobile workforces. By working hand-in-hand with actual customers, they built a product that exceeds the expectations of on-the-go professionals and helps solve some of their biggest challenges on the job.

RuggedJet 4200. Built for Real.

The RuggedJet 4200 is Brother’s newest addition to their popular line of RuggedJet mobile printers. To help launch this product into printer stardom among their prospective and existing customers alike, Brother asked Bonfire Effect to strategize and implement a new product marketing campaign – complete with campaign theme, messaging, web content, digital and print advertising, emails, and social content. 

To emphasize the huge amount of real customer collaboration that went into the development of RuggedJet 4200, as well as the printer’s breakthrough technologies and features designed with real workforces in mind, our team created a robust campaign centered on a single, powerful theme: Built for Real. This theme carried through every component of the campaign, driving home the fact that Brother’s new RuggedJet 4200 is built for real work, real environments, real durability, real integration, and real mobility.

When all was said and done, the RuggedJet 4200 campaign was one of Brother’s most comprehensive, extensive, and successful product launches to date – covering a wide range of content platforms and effectively reaching audiences across key vertical markets, including public safety, transportation, and route accounting. 

The Work 

Campaign landing page, product pages, and website updates
RJ4200 live and on-demand webinar and promotion
8 product launch email drip campaign
2 horizontal ads, 18 vertical ads, and 3 vertical email ads
7 blog posts
16 social posts and ads
4 launch-day banners and tradeshow graphics
75+ instructional product and lifestyle photography