Archive for the ‘Web & Digital Strategy’ Category

The Healthy Schools Toolkit

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Finding People, Systems & Messages that Matter

As part of its mission to make communities healthier, inclusive and more sustainable, The Health Equity Works team at WashU’s Brown School wanted to help schools establish the best ways to support the health and well-being of their students and families. Magnetize partnered with the client to develop interactive ways to make 100+ pages of content engaging and user-friendly, to ensure the resulting document would be a highly useful tool for educators.

Project Highlights

Print Design

Content Strategy

Illustration

Publications

Interactivity

“Magnetize helped us transform a static, content-heavy document into something educators will really want to use and engage with. We couldn’t be happier with the result.”

Emily K., Project Coordinator

Systematic, Purposeful Design

Magnetize created a design framework and iconography system for the toolkit, in order to develop a visual language that would resonate with the user, providing natural engagement points throughout the document that would easily translate into web and other digital environments.

North County, Inc.

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Authentic & Inspiring

Working alongside regional development organization North County Inc. and its multiple stakeholder groups, Magnetize developed an engaging and fresh brand platform that embraced the authentic stories of people and places that define North St. Louis County. After an in-depth discovery and research phase, we developed a creative, messaging and marketing strategy that aimed to inspire existing residents, while working to attract new residents and businesses to North County St. Louis. This involved collaborating with a wide variety of NCI’s existing vendor partnerships, to ensure the project stayed on track, on time and in budget.

Project Highlights

brand & Messaging strategy

Web & Digital strategy

messaging strategy

Photography

Video

Event Marketing

Branding a Place

Ultimately, one of NCI’s primary goals is to attract new businesses and residents to the area — to find their “True North.” By telling authentic stories that highlight stories of community, tourism, neighborhoods and commerce, a genuine and positive narrative will begin to emerge.

An illustrated map was developed as an anchor campaign image and graphic. The custom hand-drawn icons represent places and attractions that are special to the communities in North County, which when combined  with the authentic stories of community members and businesses paints a diverse and dynamic picture.

Spread the Word

One of our desired outcomes of this campaign was to develop a position that was broad enough to speak to a wide variety of personas and audiences, and evolve along with the campaign over several years. Using a mix of owned and paid campaign channels, we built specific, sustainable frameworks to spread the True North message. This included a variety of digital and traditional mediums, with the goal of driving the best possibility for exposure.

“Magnetize did an incredible job of navigating our complex stakeholder environment while providing spot-on creative and strategy. We’re confident the campaign they developed is going to help drive a fresh narrative.”

Rebecca Z., NCI President & CEO

Starkloff Disability Institute

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Bringing Awareness to Ability

Since 2001, the Starkloff Disability Institute in St. Louis has been providing professionals with disabilities and the companies that employ them with training that leads to best practices for creating a more disability-welcoming environment. But they were suffering from an awareness problem. Too few professional candidates and companies knew of the organization, its services or their nationally recognized history in leading the disability rights conversation.

We create a differentiated positioning that clearly communicated the experience, expertise and resources that SDI provides: The Workforce, Workplace Disability Advisors. Based on this new positioning, we created a comprehensive communication plan that told an authentic brand story and fully explained the breadth of their services.

 

Project Highlights

Brand Strategy

Identity Design

Web & Digital Strategy

Supporting the Journey

An updated user experience online established clear information paths and site forms for candidates and companies so they could better understand ways programs could support their journey. The new site also included resource libraries with white-papers, videos and additional helpful materials. This increased engagement resulted in a 10% increase in donations in the year the positioning was introduced.

Prioritizing Corporate Consulting

OrgStory facilitated meetings with HR leaders to understand the types of programs, services and resources that would meet their growing needs in recruiting, retaining and onboarding. These insights were the catalyst to the creation of a Course Catalog that features various programs and services available to corporations focused on creating disability-welcoming environments. As a result of this, SDI launched first-ever Workplace, Workforce Disability Summit in St. Louis with more than 100 attendees.

Embrace Living Communities

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Embracing Care

Since 1895, Embrace Living Communities, formerly known as Consecra Housing Network, has faithfully developed and managed quality affordable living communities for seniors and persons with physical and mental challenges, in Missouri, Illinois and Florida.

The organization engaged us to help change its brand to better reflect its approach and spirit of care provided at each of its communities. To develop new brand and its story with accuracy, our team visited 18 communities and interviewed hundreds of residents, staff and board members. These insights led to the new brand, Embrace Living Communities. The new identity provided support to truly communicate the unique programs and services for residents, modern building design and eco-sustainable features, including gardens and high-efficiency heating and water systems.

Project Highlights

Brand Strategy

Identity Design

Web & Digital Strategy

An Online Community

​Our team developed an interactive map, enabling users to see the community closest to them, and pages for each community to provide prospective residents with a comprehensive overview of activities, events and features. For volunteers, donors and community partners, we created specialized areas that promoted the community’s needs. Dynamic forms were used throughout the site to capture user information at

Community & Corporate Partnerships

To improve local community and organization relationships with surrounding businesses and community partners, our team developed new direct marketing materials to be used at meetings, conferences and mailings.

Visiting Nurse Association of Greater St. Louis

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Solutions for Seniors

Visiting Nurse Association of Greater St. Louis has been serving the region for over 100 years. During this time, VNA has addressed the health needs of people at all stages of life. Bringing healthcare to people wherever they live, VNA provides a continuum of care from wellness programs to end-of-life hospice services. While the brand has historically been well-known and trusted, it lost visibility in the region due to an aggressive and competitive environment for services that meet the needs of aging adults. VNA looked to our team to help them find a solution and a new strategic direction. Our team worked with VNA leadership and staff to develop a clear strategy that would differentiate VNA in the region and communicate the benefits of its continuum of care approach.

Project Highlights

Content strategy

Web & Digital Strategy

Dynamic Content

A new site map and structure for the VNA web site highlights the organization’s core services and delivers rich content, including video and animation, to enhance the user experience and provides a look into VNA’s care practices. The site also promotes VNA career and volunteer opportunities while providing a clear path for patient and physician referrals.

Lead Generation

To increase patient leads for VNA’s core services, including Hospice and Advanced Illness Management (Palliative Care), our team developed a digital strategy including social media and digital display advertising. We also implemented retargeting ads on social media for previous visitors to the VNA website.

Grace Hill Brand & Communications

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Everyday Opportunity

As a nonprofit focused on creating a strong, self-sustaining St. Louis, Grace Hill wanted a brand refresh that would engage and inspire neighbors, families and potential donors alike. We started by developing the line “Everyday Opportunity,” which captures the mission and possibilities this important organization provides. The accompanying logo works as a natural extension of this brand position, inspired by hope and promise of a better tomorrow.

Project Highlights

brand strategy

web & digital strategy

publications

Content strategy

identity design

photography

fundraising

Collaborative Communications

Our team has collaborated with Grace Hill on a broad range of multi-faceted, ongoing communications to support its programs and fundraising efforts. This work has included social/digital campaigns, direct mail and publications. One highlight is their Annual Report to the Community, which celebrates the year’s successes with messages and images of hope. The bright colors, candid photography and bold typography are all a seamless extension of their brand — inspired by the positive impact Grace Hill has on so many families.

Social Subhead

Content here

“You have always taken great care to understand the nuances of our mission and values, and give our brand that same level of thoughtful attention.”

Laura K., Interim President

BJC Mobile Health Fair

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Come One, Come All!

BJC St. Charles County, our longtime client, challenged Magnetize to transform an empty space (in the form of a mobile event trailer) into an interactive, consumer-friendly experience that combined entertainment, health care education and promotion of everything BJC offers the community.

Project Highlights

brand Strategy

content strategy

web & digital strategy

illustration

identity design

event marketing

Advertising

BJCSC Illustrations-01

A Carefully Crafted Experience

Working collaboratively with our client and vendor partners, our creative team built this engaging, modern experience with a look inspired by a vintage state fair. The combination of hand-drawn illustrations, classic typography and layered colors exudes a friendly and relaxed vibe. In each activity, we wove in subtle promotion of hospital service lines, making this a hardworking and memorable touch point in the consumer journey.

Traditional Meets Digital

Beyond making it approachable and fun, we also needed to create digital experiences that encouraged interaction and drove new patient leads for BJC. These touch points were built into every part of the experience: From uploading photos and kids’ drawings to a custom-built microsite to filling out a form after a health quiz — the interactions were seamlessly woven into multiple elements. Digital integration included links to the hospital CRM, a microsite for contest winners, a Snapchat geofilter and gated wifi.

Following Up on the Fun

So what happens after the fair? We made the follow up conversation with BJC easy and natural. Incentives like free cookbooks, online classes and event registration helped capture emails via online forms. Working with our client, we also utilized proven experiential marketing tactics like contests and kids’ coloring pages, which drove users to a mobile-optimized microsite that highlighted winners and shared photos of the event.

Siteman SPORE eNewsletter

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A Digital Touch

Washington University researchers at Siteman Cancer Center are making groundbreaking discoveries in the treatments of leukemia, which lead to the award of a prestigious SPORE grant. The team allotted some of this funding toward community outreach efforts. Our team collaborated with the scientists and physicians to develop SPORE In Touch, a digital newsletter that shares patient stories, resources and clinical trial information with Siteman’s leukemia patients. Through direct email distribution, the newsletter continues to gain readership and interest from its audience.

Project Highlights

Web & Digital strategy

Content Strategy

Publications

Illustration

“By capturing success stories and sharing the work we’re doing, Magnetize is helping us achieve an important part of our mission in the fight against leukemia — being a resource for and connecting with the patient community.”

Daniel L., MD, Principal SPORE Investigator

Science Made Simple

Not surprisingly, the science behind the SPORE team’s research can be very complex. For each issue of In Touch, our creative team works alongside the leukemia researchers to develop graphic explanations of some of these processes that will be easy for patients and their families to understand.