case studies

Mercy Hospitals of Bakersfield

The epitome of health care in the Central Valley

For more than 100 years, Mercy Hospitals of Bakersfield has delivered the highest standard of health care in the region. After several disappointing attempts at using an outside creative firm, MHB had almost given up finding an agency that would "get them."

In 2008, Mercy approached DMI with a challenge: create and implement a humorous, targeted, direct mail campaign to create top-of-mind awareness for the Mercy emergency rooms. Core messages were convenience, expedience, and of course — Mercy's unmistakable image and bedside manner.

DMI Agency went to work. We scouted several locations within Mercy's target geographic area. Which locations would the target recognize? Which would be memorable? To which would they relate? Once we made the selections, we produced several photo shoots. Then, we brought the imagery to life with design and messaging.

The most popular mailer featured three middle-aged "weekend warriors" playing football at a local park. As we all know, when guys get together and adrenaline starts pumping, the ER mysteriously gets busier.

In the spring of 2010, Mercy challenged DMI to create a clear, concise message with a strong call to action. The needs became clear to DMI right away — to create a message that would span the broad range of health care services Mercy provides, without excluding the focus on prevention and wellness.

Under the creative inspiration of agency principal Karen Tellalian, the simple, yet compelling statement "Take me to Mercy" was born. But still, with so many other hospitals vying for audience attention, what else would be needed to set Mercy's message apart? Unwilling to forego an "out-of-box" idea, DMI presented a unique and memorable design, using icons in place of photos. The client loved it, but unwilling to "shoot at a moving target" DMI insisted on demographic and psychographic research, along with testing the design with a large focus group. Carefully considering all the feedback, a couple of minor tweaks were made and the new launch went full steam ahead.

What better way to introduce the new concept, "Take me to Mercy"? With a transit campaign of course. City buses — 77 of them, to be exact.

After the initial launch of the transit promotion, the plan called for a multi-media campaign, including radio and television. In order to extend the brand, DMI worked with a song writer and music producer in developing a custom musical identity for Mercy.

The result? In a recent independent study conducted by National Research Corporation, Mercy Hospitals of Bakersfield's bus campaign has increased its recall percentage from 66 percent to an unprecedented 99 percent since the campaign's onset.

That's real people, working on a real strategy, getting real results. What could DMI be doing for you right now?

Tiffany's Luxury Medispa

Defying the odds for success

Everyone told her, "Don't do it; you must be crazy to try and open a luxury medispa in the middle of the worst economy the country has seen in decades."

Well, not everyone told her that. She didn't hear that from DMI. Not that we could have stopped her anyway.

While she went to work on the spa design and construction, we went to work creating an aggressive, integrated marketing plan that set her apart in the very competitive field of medical-based spas. The plan included a lot of sweat equity — some of it ours — as we even helped the construction crew clean up so we could capture the beautiful spa images in time for their grand opening in April, 2010. The advertising campaign includes print, TV, web, email blasts, public relations and special events.

Less than a year later, the spa has surpassed its goals for new clients and revenue, while the competition is downsizing and experiencing client attrition.

Where does DMI fit in? We fit nicely in the Hydro-therapy tub and massage rooms.

TPM

Designing for a design firm

When local architectural firm TPM needed a new corporate identity and website, they turned to DMI to deliver both beauty and function. Originally, they had considered another design firm to create the logo. DMI took the time in explaining to them that the logo was more than a pretty picture, but would represent their identity for years to come; that it should reflect their personalities, as well as represent the quality of work their clients would expect from the area's leading architectural firm. As soon as the other firm failed to deliver, TPM turned to DMI.

The result? A new corporate identity that they love, and looks great on the sign outside of their new 6,000 sq-foot building.

And the website? Designed with the same beauty one would expect for a high-end architectural firm — and equally important, it functions like a charm.

Showcase Events

They're the largest home shows in Tulare County

How does one maintain that status? Relentless pursuit of new ideas paired with what works.

For the Springfest Home & Patio and Visalia Home EXPO shows, organizers must keep the participating merchants happy (profitable) and keep the attendees happy and intrigued. They are mutually exclusive.

The keys are (1) keeping the popular attractions and making them better and (2) bringing new attractions. This requires a lot of negotiating with celebrities, (such as Guy Fieri, Food Network's Diners, Drive-Ins and Dives; Lee Snijder of HGTV's Design on a Dime; and Chef Brian Hill, of Food Network's Private Chefs of Beverly Hills) and media.

In terms of advertising, DMI puts together a broad media plan, including web, TV, radio, and print promotions.