We’ve been increasingly drawn into the conversion of HealthCare & Sports over the past five years. As former NFL and sports agency execs with hospital marketing and branding experience, we’ve developed strategies for some of the nation’s leading Health Systems - negotiating, activating and measuring partnerships with top sports properties to help them build their brands and businesses.
What We Do
We help our clients align their brands with great sports properties to:
Reach engaged audiences spending discretionary income in captive “passion point” environments
Borrow equity from leading brands, transferring trust and delivering calls to action
Activate “population health” messaging and calls to action, engaging tuned-out healthier audiences
Position organization for B2B strategic objectives, supporting growth and leverage in acquisition / partnerships
BENDIGO HELPS TACKLE KIDS CANCER
Bendigo was tasked to lead the development of a new cause-marketing program for the HackensackUMC Foundation with the NY Giants. We teamed up with talented agencies including be* marketing and Hero Content to develop a comprehensive branding, marketing, media, digital and events platform, and with Eli Manning’s help it raised +$2.5 MM in one year for the Children’s Cancer Institute at HackensackUMC.
BENDIGO & TURNKEY JOIN FORCES FOR RESEARCH
We have been searching for an effective way to track sports and marketing partnerships for hospitals. So we set out to create our own new research model in partnership with Turnkey Intelligence, one of the sports industry’s leading research organizations:
· Built exclusively for Hospitals and Health Networks
· To evaluate and track effectiveness of sports marketing partnerships
· To deliver data and metrics for awareness, relevance, intensity, transfer of trust
· Measure longitudinally and versus control consumer segments
· Providing insights into the numbers
· To help optimize activations and sponsorship tactics
CHI Franciscan Health gets NW Healthy with Sounders FC and Mariners
Bendigo collaborated with CHI Franciscan Health to develop a new marketing approach that included a sports activation component. This eight hospital, 180 clinic health care system in Tacoma, Washington needed to reposition itself to prepare for entry into new markets, and broaden its appeal in light of population health management. An overall health and wellness strategy ensued, embracing the passion of Pacific Northwesterners. The approach to market included a sports activation component featuring team partnerships with the Seattle Mariners, Seattle Sounders FC, Tacoma Rainiers and Tacoma Stars. Activations include in-stadium assets, digital assets, co-branded content and was kicked off with the Seattle Sounders FC opening match. CHI Franciscan’s marketing team worked with Minneapolis based Preston Kelly to launch a multi-media Northwest Healthy marketing campaign to increase brand awareness featuring broadcast, digital and outdoor.