Creating A Brand, Transforming An Organization
For A Healthcare Organization Going Through Transformation
The search for the next positive outcome began at Jigsaw
The AIDS Resource Center of Wisconsin (ARCW) has been helping people in the state with HIV and AIDS since the earliest days of the epidemic. Beyond HIV detection and treatment, ARCW has become an example nation-wide for their comprehensive Medical Home approach to care and positive outcomes.
Changing the brand to keep up with changes in the fight against HIV.
Growth into new markets made it apparent that they needed a new brand that could be used throughout the country. Jigsaw was retained to help ARCW develop the brand name and identity, but more importantly, to help this transforming organization articulate their Vision, Mission, and redefine their brand experience.
A comprehensive campaign to accompany comprehensive care.
The brand launch campaign kicked off in January 2020 with a full complement of assets including:
- Brand vision, mission, values and personality
- Brand name, logo and identity
- Photography, video
- New Website – consolidating 3 legacy web properties
- Internal brand launch campaign to all employees including brand workshop to hundreds of associates from 3 states who attended the launch event
- External brand launch campaign including out-of-home, print advertising, paid social media, paid search, video assets, digital and traditional radio and media sponsorships
The new face of HIV is…successful.
Jigsaw manages the paid brand launch campaign across all digital and traditional channels, including paid search, online display, YouTube, Facebook, Instagram, Pandora, broadcast radio, out-of-home, and print.
The campaign spans media markets in 3 different states—Wisconsin, Colorado, and Missouri—and has generated a 12x frequency rate among target audience segments which includes donors, new and existing patients, and other supporters.
Additionally, new patient and donor conversion rates beat healthcare industry benchmarks and point toward continued success for the Vivent Health’s growing national organization.
I already knew that Jigsaw delivers award-worthy strategy and creative, but their showing in the Healthcare Marketing Awards absolutely proves it.”