Doctors in white lab coats (with a twist).

It started with a question:
Is there a way, through our marketing, that we can describe how committed our primary care doctors are to their patients?

It continued with an answer:
Yes. Yes there is...

It ended with a concept:
Instead of putting the patient in the doctor's world, we put the doctor in the patient's world. This provided us with a unique opportunity to inform the general public about the value in seeing a primary care doctor regularly.

In order to provide a memorable image to support this message, we took the imagery beyond the bounds of realism. The wildly exaggerated scenes of doctors (white lab coat, stethoscope and all) helping out patients with their everyday activities were meant to visually express the message that when your primary care doctor really knows you, they are better able to give you the support you need for a healthy life.

Inspire. Create. Repeat.
We believe that creativity starts with viewing the world a little bit differently. It was once said that, "If you ignore the world when you create advertising, then the world will ignore the advertising you create." At Square Spot we pay attention to the market and we create results-driven advertising that makes people stop and pay attention.

Project Scope:
Concept Development /// Script Copywriting /// Storyboarding /// Casting Direction /// Video Shoot Creative Direction /// Media Planning /// Media Buying

Media Mix:
Print /// TV (cable and network) /// Radio /// Digital

A healthcare advertising challenge...accepted.

The Challenge:
In a local market quickly becoming saturated with urgent care centers, create a memorable ad campaign that stands out from the crowd.

The Process:
Memorable...that's where we began. We compiled 30 minutes of health care television commercials, popped some popcorn, and invited the core marketing team up to our studio for a viewing party. After watching 30 commercials back-to-back-to-back, we asked the group which ones they remembered. The answer? The ones that hit an emotional chord through either laughter or tears. It was this exercise that convinced the team that the approach for this advertising needed to come from not just outside the box...but from way outside the box.

This is one example of how we like to "show" and not "tell". By providing the client with that viewing experience, they were able to lay down their own ground rules when taking on the development of a new campaign concept:
1) No large group of doctors in white lab coats.
2) No "arms folded, slow turns to the camera."
3) No self-congratulatory content.
4) No providers and patients gazing dreamily at one another.

Now we were able to focus on what we did want: a concept that people could relate to. Hasn't everyone had a mishap involving a unique set of circumstances?

The Results:
The number of Immediate Care locations increased from four to five just after this campaign aired, and traffic to all five locations continues to remain strong. The most rewarding feedback? Hearing stories about patients entering Immediate Care and asking if their injury would count as a "bad combination." Memorable? We'd say so.

Project Scope:
Concept Development /// Script Copywriting /// Storyboarding /// Casting Direction /// Video Shoot Creative Direction /// Media Planning /// Media Buying

Media Mix:
Print /// TV (cable and network) /// Radio /// Out of home /// Digital
 

Creating Successful Admissions Materials: A Shift in Perspective

When we begin a new admissions project with a school, part of the discovery process is to sit down and interview students about who they are, what they like most about their school, and what they like the least about their school. During this interview, the most important question we ask is, “Why did you choose this school over any of the others you considered?” Nearly 100% of the time, this last question has the same answer: “Because when I stepped foot out of the car it felt like home.”

Let’s think about that question. Why did you choose this school? “WHY?”… It’s the most important question you can ask. Simon Sinek first gave his brilliant TED Talk on the Power of Why back in 2009. Ever since, we have made it standard practice to apply his golden circle to our work. We have made it a priority to always first address the “why” and it has made a significant difference in the impact of the projects we produce.

We have found that when it comes to admissions materials, rather than identify that special “why” that makes a student prefer one school over another, schools are relying on their “what’s”. The unfortunate truth is that nearly every school offers the same core set of “what’s”. Let’s look at some examples:

How many schools make this claim in their admissions materials?

“We have caring faculty.”

Or this?

“We have rigorous academic offerings.”

Or this?

“We offer a variety of extra-curricular opportunities.”

What we’ve found is that when we sit and talk with administrators about what makes their school special…these are the responses we get. But when we talk to students, the answers reflect the “why”. Is the solution to have students writing the admissions materials? Not necessarily…but they are an excellent resource for ideas from a different perspective.

When creating a viewbook, how many schools consider what it feels like to be a visitor to their school? How many schools consider what it feels like to be a student at their school? Approaching from these perspectives can be a valuable tool. Otherwise, what happens is that schools begin to sound the same…and that’s because the “what’s” are the same. These are the things that prospective parents expect: small calls sizes, caring faculty, amazing extra-curricular opportunities, 100% college acceptance record. These factors should be considered a baseline for a school and not a differentiator.

When starting a viewbook process last year, we decided to collect the viewbooks of a handful of competitor schools within the same general region. We were astounded by the similarities. Schools within miles from one another were using the same tagline on the cover of their books! Now imagine being a family on their boarding school visitation journey and collecting materials from these schools. Now imagine returning home and spreading these materials out on the kitchen table. Who is going to stand out? Is it one of the two schools with the same tagline? No. It’s the school with materials that authentically remind the family of the campus visit they just experienced.

So what’s the solution?

Start to approach from your “why”. Start to identify what makes you different from school “B” down the road and school “C” across the lake.

Sometimes this just takes a little shift in perspective. Ask your students. Go visit your colleagues at school B and school C. Invite them to visit you. Helping each other is only going to help all of you to attract the right student who is the right fit for your school. Part of the process of discovering and embracing your school's personality is to begin taking the steps of seeing your school through other people's eyes.

 

"If everyone is thinking alike, then no one is thinking."

It was Benjamin Franklin who said that.

The first step in reaching your advertising goal is to get noticed. We know, fitting in feels good. It’s comfortable. “If we are going to compete with everyone else in our market, we have to do what they are doing,” you say. Leave trying to fit in to the lemmings…now is the time to be different.

At Square Spot, we create advertising that makes people stop and pay attention. What’s our secret? Before we pick up a pencil for our first sketch (yes, we still do that) we assess the advertising of your competitors. It’s as simple as that. We believe that being informed is the best tool we have in being able to craft successful and unique advertising messaging.

We love a good identity crisis.

There is a reason why our clients often refer to us as teachers. It is because we take the time to explain the foundations and principles behind the design decisions we make and the strategies we present. Here is a little taste of the instructional way we approach logo, identity and brand development (don't worry, there won't be a test)...

The terms logo, identity and brand are at times thought of as equals (when in reality each is a different entity). The best way to visualize this is to use a very simplified analogy that incorporates the three items. Let's take a person for example. The person's face would be the logo, their attire would be the identity, and their personality would be the brand.

Let's break it down for your organization…

1. Logo: A logo is a clear recognizable symbol that represents your organization. It is a unique representation of who you are in the most simplest form—but at the same time the most important.

2. Identity: Your identity combines all of the visual elements that represent your organization. Your company name, logo and color palette are the most basic components of this make up. Secondary components are items such as stationery, business cards, signage, advertising and publications. All of these items should convey the same look and feel in order to achieve consistency. Consistency = recognition.

3. Brand: Your logo and identity work together towards one simple goal…creating an experience. This experience is called your brand. The brand is the overall impression of your organization as a whole. It is not so much a physical element as it is emotional. It is the thoughts and feelings that one experiences when thinking of your organization.  Brand-ING is the process of developing a perception about your organization that not only includes design as part of the process, but is also driven by elements such as naming, marketing strategy, advertising, public relations, market research, and more.

At Square Spot, we work with you through all of the processes that result in the development of your brand, but we don't leave you empty-handed.  We have learned that ultimately your ownership of your own brand is what leads to its success. That is why after we design your logo and establish your identity, we leave you with a very powerful tool...your brand book.

Strategy and consulting...Square Spot style.

No really…we mean it. At Square Spot we bring your visions, your messages, your ideas to life—but not before we make them better. We listen to your needs, craft a plan of attack, refine issues along the way and create custom solutions with a focus on the final outcome. Our methods range from traditional to unorthodox while keeping focus on the goals set in place. Success relies on the final product connecting with your target audience, and that's where our strength lies. Trust in our strategic processes and then join us for a glass of wine to celebrate your success.