June 24, 2020

Essential Never Stops

Contributed by FIFTEEN


2020 will live on forever as the year the world changed as we knew it. Everything came grinding to a halt – but not for our clients whose work was deemed as essential. Their industries transformed overnight, and they needed a partner to help make sense of this changing landscape and navigate it effectively. So, FIFTEEN modified our approach to fit their needs. Weekly meetings turned to daily status updates. In-person became digital. Strategies became action. With things changing literally by the minute, here’s how we helped our clients through the pivot.

Foodservice Moves to Takeout / Delivery Model

Rich Products is a leader in the global food industry known for providing innovative solutions to customers for over 75 years. Many of their core customers — bakeries, pizzerias and restaurant operators — are in the industry most immediately impacted by the shutdown. These customers need tools to help them transition to a takeout and delivery service model. We rolled up our sleeves and got to work. The result was a suite of insights and digital toolkits for pivoting to online, as opposed to in-person, service — including ways to get started on social media, post templates, and customizable email campaigns. Rich’s global reach means that operators all over the world are learning how to go digital, and this how-to content is designed to help them get there. The toolkits have been such a big hit with operators that Rich’s plans to continue to provide this added value moving forward.

Hands-Off Healthcare
SCU Health System, an integrative healthcare facility located in Southern California, specializes in hands-on treatments like chiropractic care and acupuncture. SCU Health wanted to support their patients and staff while providing the same great care their patients were accustomed to. They needed a way to communicate to their current patients and community about their move to telehealth services. Enter a multi-touch email campaign that addressed the new services available at SCU Health – telehealth visits from the comfort of your home, herbs and supplements shipped directly to your door, and a free webinar series designed to help cope with quarantine and manage stress. SCU Health also launched two new services in response to the pandemic, including a limited-contact, drive-thru COVID-19 screening and COVID-19 antibody testing. These services each had an accompanying landing page to drive awareness and traffic to the SCU Health site and its essential capabilities. SCU’s efforts were amplified through a targeted PR campaign, led by FIFTEEN, that resulted in a feature on their local Mayor’s COVID-19 resources page.

Supporting Frontline Workers
For Catholic Health (CHS), all elective services stopped overnight and their hospitals became hot-spots for pandemic treatment. CHS recognized that their healthcare workers were putting their lives on the line every day to help their patients – and they wanted to show their appreciation. CHS engaged FIFTEEN for help with a media buying campaign honoring the heroes of the pandemic: healthcare workers. The #HeartsForWNYHeroes creative included billboards, TV, radio and streaming spots that blanketed the market. Additionally, a poster placed in a local newspaper urged readers to display it on their windows for frontline workers to see. The little blue hearts could be seen in residential windows all across the city. Learn more here →

Through our essential service clients, we became essential, too. Our in-house capabilities helped our clients to effectively communicate and adjust their marketing strategies to meet the needs of our time. Learn about other ways we have helped these clients and more →

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