New Work: NewCourtland Senior Services

September 28, 2016 at 1:15 pm

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An organization with roots reaching back all the way to the Civil War; NewCourtland was formed in 1995 after the sale of Presbyterian Hospital to the Hospital of the University of Pennsylvania health system, with a mission to serve the changing health needs of seniors.

After nearly two decades of expansion and the establishment of education and scholarship programs in an ever-evolving healthcare landscape, NewCourtland wanted to communicate to seniors, their families and the community that it is an organization that offers services beyond those found in traditional nursing homes. It helps seniors “age in place,” so that they may live as independently as possible, for as long as possible.

Working closely with the leadership team at NewCourtland, Munroe developed a 20th anniversary campaign to help them celebrate and recognize all of their incredible achievements over the past two decades.

The campaign included a 20th anniversary logo and tagline, a series of posters, an interactive microsite named “Touchstones” and a celebratory event. The Touchstones microsite chronicled the organization’s great history and milestones, internal and external communications, and culminated in a high-profile event with an interactive 20th anniversary exhibition.

 

New Work: QuickChek 2016 Summer Campaign

September 15, 2016 at 3:54 pm

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A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh food, award-winning coffee, quality fuel and friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

With a three-year history of celebrating the official start and close to summer (Memorial Day Weekend and Labor Day Weekend) with an irresistible sub offer, Munroe identified a significant opportunity to connect the two sub promotions with a larger campaign that could drive sales and build the brand simultaneously.

We set out to own the summer beginning with our overarching campaign mantra: “Summer Brought to You by QuickChek.” Leveraging traditional, digital, mobile app and social media, as well as the in-store experience, we positioned QuickChek’s fresh convenience, handcrafted subs, smoothies and more, as essential elements of summer.

To drive foot traffic and sales, while building brand awareness and engagement, especially among an increasingly important millennial customer profile, we developed special mobile app and digital promotions that spanned the 14-week period. These offers targeted our customers’ desire for personalized, app-based offers and loyalty rewards.

A custom microsite, QCSummerRocks.com, featured a giveaway offering prizes, fan favorite, signature and new menu recipes, and a fun “What kind of Smoothie Are You” quiz to playfully and authentically raise awareness of QuickChek’s handcrafted smoothie offering.

The campaign was a success, despite industry-wide declines in foot traffic and sales for Quick Service Restaurants (QSRs).

Click here to view the full case study.