Featured Study - University Plaza

Mercy Health System

Yorkville Imaging Institute

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• About 5 years ago, University Plaza contacted MorningStar to help with their advertising campaigns. University Plaza is a private independently owned residence hall located near the NIU campus. With increasing student housing options in the NIU area, University Plaza required a new way to brand and market to potential new residents.
• When we launched the new website for University Plaza, we added an analytics tool that would allow us an in-depth look at how people are using the website. In addition, we created a Facebook pay-per-click ad that was targeted only at current NIU students.
  
  Above is a breakdown of the Facebook data:
  Ad viewed 377,653 times by NIU Students
  201 Students clicked into www.uplaza.com
• Here's a comparison of Facebook/Uplaza viewer compared to a normal Uplaza viewer

  • Facebook/Uplaza user visited the website for twice as long.
  • Facebook/Uplaza user looked at more pages
  • Facebook/Uplaza user was a new visitor 96% of the time.
• Partnering with University Plaza provided MorningStar with one of it's smallest target audiences to advertise to, with students currently attending NIU or Kishwaukee College, and with a secondary target audience of the student's parents.
• MorningStar focused on the key benefits of living at University Plaza and created a media campaign that was a little risque to capture the college students attention.
• With humor and energetic direct mail pieces, bus ads, newspaper and tv commercials, University Plaza's residents numbers have climbed and nearly doubled since they started partnering with MorningStar.
• From Search Engine Optimization, Pay Per Click Campaigns, Online-Referral Campaigns, Email Capturing Systems, MorningStar and University Plaza are beginning to develop additional online resources to capture this small audience.
• Sarah Wagner, Creative Coordinator Mercy Health System: "The I am Mercy campaign was created to lift our partners' service excellence skills (specifically courtesy, respect and communication) System-wide, and to create energy and pride both internally and externally during a time when we are facing increased competition and when the economic downturn is affecting all areas of the organization."
• Sarah Wagner, Creative Coordinator Mercy Health System: "In a nutshell, we are hoping the campaign creates individual ownership of Mercy's success, and the behaviors necessary to create that success, within each employee in an effort to further the patient experience." VIEW WEBSITE
• Tom Jensen Director of Marketing Mercy Health System: "Once again, MorningStar has developed and implemented an effective and eye-catching campaign that has helped bring our employees together for a common cause … outstanding patient care.”
• Yorkville Imaging Institute offers outpatient radiology services to Yorkville and surrounding communities, with a focus on providing the highest quality service with the most comprehensive and compassionate care.
• Starting with a complete image overall, MorningStar in conjunction with the Yorkville Marketing team began to implement the branding strategy across all marketing mediums.
• With more and more consumers doing medical research online, Yorkville MRI wanted to have a strong website to help capture that possible new patient.
• Along with letterhead and business cards, Yorkville MRI requested materials that could be distributed to new patients and other area medical practices.
• From a new look and feel for the website.......
• to the interior and exterior signage for the building