Featured Study - University Plaza

Gottlieb

Resource Bank

Yorkville Imaging Institute

This is where the descriptions for the gallery will go

• 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.
• From the moment we first met with Resource Bank, at MorningStar we knew that this was going to be a fun and creative partnership. We work closely with their marketing department to develop creative and captivating projects that fit who they are as a bank and spark interest in consumers.
• MorningStar and the Resource marketing team have collaborated on a variety of different projects, from a new website, to newspaper campaigns, and a documentary.
• Through newspaper campaigns, MorningStar along with Resource Bank focus on getting the community involved with the Bank and reaching out to the entire County.
• As more people turn to computers for internet banking and information in regards to their bank, design and functionality was taken into consideration when creating the Resource Bank website.
• The Resource Bank documentary One Room One People focused on life in DeKalb County during the time of one room school houses, with interviews of students and teachers from that era. The documentary caught the attentions of the public and was showcased in the community theatre along with the CBS affiliate in Rockford, and regular publicity coverage by the local newspapers.
• Resource Bank presented MorningStar with the challenge of developing a marketing campaign that would raise interest in the bank but also be a gift to the community.
• Highlighting those businesses and people in the community that bank at Resource, MorningStar and Resource Bank join forces to produce a quarterly magazine.
• Following the mailing of each magazine, MorningStar creates a Your Resource for Living magazine website. To keep the feel of a magazine, the page selection shuffles through the pages horizontally.
• 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 wesite.......
• to the interior and exterior signage for the building
• Gottlieb Memorial Hospital contacted MorningStar to help with a branding and media campaign. To start, MorningStar did several focus groups in the Gottlieb community and with the Gottlieb employees to learn more about the current Gottlieb image.
• Upon completion of the focus groups, MorningStar and the Gottlieb Marketing Team met to develop a strategy to address some of the issues brought forth by the focus groups and to plan for the marketing of Gottlieb's Strategic Initiatives.
• Starting with a complete image overall, MorningStar in conjunction with the Gottlieb Marketing team began to implement the branding strategy across all marketing mediums. The Gottlieb website being a crucial first component.
• As the new brand image was rolling out, we targeted two of our main demos to market to with a campaign that crossed multiple mediums, from billboards, television, direct mail, and newspapers.
• With the new brand image in place, MorningStar provided Gottlieb with graphic standards to produce many of the new campaigns internally, to save marketing and hospital dollars.
• MorningStar redesigned the Gottlieb website to reflect with its surrounding images and campaign messages. In addition, MorningStar and Gottlieb have begun to develop Pay Per Click Campaigns, Online-Referral Campaigns, Email Capturing Systems to further attract the internet market.