judy Luke

Branding | Video, Collateral, Website

THE SITUATION:
Define what it means to have “a culture of well-being” and bring the Tailwind wellness brand mission to life — equating a heathier workforce with a better bottom line. Uplifting and engaging storytelling, combined with whimsical animation, captured all the reasons why firms should engage with Tailwind, Cigna’s Health and Wellness marketing agency — and to imagine the possibilities.

THE IMPACT:
Tailwind’s health engagement initiatives with Cigna clients doubled following rebranding launch. Prior to the rebrand, the agency struggled to find its voice. The rebrand gave internal stakeholders at both Tailwind and Cigna succinct new ways to talk about why firms should engage with Tailwind and embrace wellness initiatives, along with measurable data that supported wellness program implementation.

Role: Creative Director

NFL Q5 | Branding, Print, DM, Digital, Event, Email

THE SOLUTION:
The career lifespan of an NFL player averages 3 years. This sobering stat was the inspiration for NFL Q5, a new wellness brand under the Total Wellness umbrella. NFL Q5 gave players and families key life-building skills —preparing players for life after Q4 when there are no bright lights and no one calling the plays. Before, during and after football.

THE IMPACT:
Immediately after launch of NFL Q5 at Superbowl 2013, wellness engagement spiked for both player and family. Positive press for the league and NFL Executive Leadership, combined with high program participation, led directly to the rollout of the NFL Healthy Babies program.

NFL Healthy Babies Initiative | Branding, Print, DM, Email

THE SITUATION:
NFL players were prepared for the field, not fatherhood. Redefining what it means to be a man and giving players permission to be strong and tender dovetailed with broader wellness messaging. The program gave player and family the tools and support needed before, during and after pregnancy.

IMPACT:
Increased engagement with players and families. Forging stronger relationships off the field led to better relationships on the field—and players with heads in the game.

Role: Creative Director 

Ad Campaign | Print, DM, Digital, Social

THE SITUATION:
Financial Advisors considering switching from one financial partner to another do so cautiously— it’s typically a long courtship before they make a commitment. This was the inspiration for the multi-year, multi-channel “Relationships” campaign for Commonwealth.

THE IMPACT:
The campaign turned leads into active prospects and led to an increase in home-office visits where 80% of prospective advisors “fell in love” with the firm and all that Commonwealth could offer. Commonwealth achieved and held the #3 spot in unaided awareness despite huge budget disparity with competitive firms.

Annual Report | DM

THE SITUATION:
Private firms are not required to file annual reports. But when the news is anything but average, it’s an opportunity to boast a bit. Leverage the year-end results to celebrate the commitment of the firm to the advisory community, record-breaking revenue, best-place-to-work awards and ongoing commitment to giving back and making a difference.

THE IMPACT:
A win-win. Prospects re-engaged with the firm, reaching out to the direct sales team to continue the conversation, excited by the promise of being part of something truly amazing. Existing advisors (retention) were reminded of “why” they affiliated with Commonwealth in the first place.

Commonwealth Business Review | Publication

THE SITUATION:
Continue to demonstrate to existing advisors the firm’s industry expertise with a complimentary annual subscription to CBR — Commonwealth’s thought-leadership magazine published 6 times a year. Offer the same publication to leads and prospects as a window into the firm.

THE IMPACT:
By putting a face on experts within the firm in areas of wealth management, technology, advanced planning and marketing, advisors not only stayed current on industry trends and earned CE (continuing education) credit but they felt part of the larger community. Prospective advisors gained insight into the firm, the culture and the expertise and talent within the organization.

Event | Tradeshow, Collateral

THE SITUATION:
Support Commonwealth’s direct sales team with tradeshow materials (booth, video and collateral) for industry conferences.

THE IMPACT:
Generated additional active leads and prospects for the firm. Separately, the event presence allowed the direct sales team to gather anecdotal data on advisor trends which informed ongoing marketing efforts.

Role: Creative Director

Technology Tour | Web, Print, DM

THE SITUATION:
Commonwealth technology is a market differentiator. Create a deep dive into Commonwealth’s integrated offerings. Stylized screens and dashboards kept the content and tools evergreen.

THE IMPACT:
Increased engagement, time-on-site and requests for live demos of platform.

Advisor Marketing Website Templates | Web

THE SITUATION:
Provide current advisors with tools to promote their business. Templates were created to allow advisors to create semi-custom responsive websites with a mix of custom and prepared content.

THE IMPACT:
Advisor retention. Increased revenue for Commonwealth and for advisor offices.

Role: Creative Director

2010-2011 Season | Web, DM, Collateral, Signage

THE SITUATION:
The 2010-2011 six show season explored themes of race, sexuality and gender and challenged the audience’s comfort zone. This journey into the subconscious was the inspiration for the modern take on the Rorschach test.

House of Gold: Loosely based on the death of Jonbenet Ramsey and the media circus that followed, the graphics capture the tension and horror that result when a child beauty queen and predatory world collide. The Have You Seen This Girl unbranded campaign ran simultaneously, creating a parallel social media frenzy in the search for the missing girl.

In The Next Room, or The Vibrator Play: A quirky historical fact set the stage for this play about repressed sexuality, motherhood and marriage in the Victorian era.

THE IMPACT:
The multi-touch campaign helped grow theater database, increased online engagement and as well as subscription and single show sales.

Role: Creative Director, Art Director, Designer

Cigna Envoy | Web, Tablet, Mobile

THE SITUATION:
Expats with Cigna insurance needed a simple way to manage healthcare needs when working outside the country. Enter Cigna Envoy — an enterprise level effort and digital portal that simplified billing, claims and the search for a doctor in a foreign country, from any device.

THE IMPACT:
The portal opened up new revenue opportunities for Cigna. Cigna was now able demonstrate to companies considering Cigna insurance a suite of tools that would make accessing healthcare easier for employees working overseas.

myCigna.com App Promo | Video

THE SITUATION:
Getting the word out about the new myCigna.com healthcare portal and app required a lighthearted and fresh approach.

THE IMPACT:
Cigna customers downloaded the app and visits to the new and improved myCigna.com site increased.

Role: Creative Director

2019 National Conference | Event, Video, Social

THE SITUATION:
Generate buzz and excitement with larger Commonwealth community of advisors, staff, sponsors, prospects and press before, during and post conference. Videos were posted daily across all social platforms (Twitter, Facebook, LinkedIn).

THE IMPACT:
Increased engagement, all audiences. Separately, the success demonstrated to executive leadership the power of storytelling and led to budget approval to build out internal video capabilities and expand this channel.

Advisors Thrive Campaign | Video, Email, DM, Social

THE SITUATION:
Commonwealth advisors are natural brand evangelists. Tap into their stories of community, business growth, and fulfillment. Clips were posted on all social platforms and also used in email marketing initiatives.

THE IMPACT:
Higher open rates, click-throughs and offer downloads were all noted during the campaign roll-out.

Role: Creative Director

Parent Education and Support Program | Print, Video, Email, Web, DM

THE SITUATION:
RSV disease is the #1 cause of hospitalizations for all babies under one year of age. Babies born prematurely are at a much higher risk yet most parents are unaware of disease and treatment options.

A series of monthly shots of MedImmune’s Synagis (palivizumab) provides protection to this vulnerable population during RSV season.

The multi-channel effort was designed to educate parents about RSV disease, to encourage parents to speak with their pediatrician about treatment options and to enroll in Helping Hand — a support program for parents of premature babies at high-risk of the disease. The educational site featured inspiring stories from Mom’s as well as an interactive tool (Germ-O-Vision) that made parents aware of germs hiding in plain sight. Unbranded RSV disease awareness videos appeared on in-office and hospital TV monitors.

The Helping Hand program kept parents on track with appointment and monthly shot reminders (email, text message, or mail) along with tips to keep their baby safe during the RSV season.

THE IMPACT:
Reduced hospital admissions and fewer health complications. Parents aware of the risks were better prepared to keep their babies protected during RSV season. The program was largely unbranded making it suitable for managed care settings. Branded materials were created for healthcare professionals and parents of infants on treatment.

Role: Creative Director

Multiple Clients

Davita | DM | Cigna Branding

THE SITUATION:
How do you encourage an employee population at high-risk of future healthcare complications to work with a healthcare coach? It’s simple: play to everyone’s vanity. Davita team members were approached in a fun and humorous way without any mention of any underlying conditions ( weight, diabetes, smoking) that would trigger privacy concerns. Once an employee engaged with a coach, a wellness plan was put in place that was tailored to the unique needs of the individual.

THE IMPACT:
Increased engagement with coaches, lower medical costs, and better employee well-being.

SRA | Event, Signage | SRA Branding

THE SITUATION
Stairwells empty. Elevators packed. Employees inactive. Motivate SRA employees to move and take the stairs. A poster effort gave employees reasons to avoid the elevator. Stair clings focused on benefits: lower blood pressure, weight loss and building endurance.

THE IMPACT:
Increased wellness engagement and a more active employee population

Knowledge University | DM, collateral | KU Branding

THE SITUATION:
Keeping a young and largely female employee population healthy and emotionally ready for pregnancy was not only the right thing to do but good for KU — the largest employer of early education staffing. The All You Need Is Love… campaign connected with employees and put participants on a path to healthier pregnancies.

THE IMPACT:
Reduced KU staff attrition, lowered the risk of pregnancy complications and healthcare costs, increased enrollment in Cigna’s Healthy Pregnancy, Healthy Babies program..

JPMorgan/Chase | DM | Cigna Branding

THE SITUATION:
Introduce JPMORGAN/CHASE employees to wellness coaching that is customized and personal.

THE IMPACT:
Reduction of employees with high-risk conditions, healthier employee population, increase wellness engagement.

Exelis | Web | Exelis Branding

THE SITUATION:
The roll-out of the Affordable Care Act led many employees to reach out to their HR partner with question after question.

At Exelis, a larger question loomed — how can a small HR team address the unique needs of each and every employee?

The solution: create a web-based tool and digital experience that allowed employees to self-serve. Meet “Izzy” — one-part pixels and one-part HR expert. “Izzy” generated custom reports based on input, providing employees with enrollment information and status/deadlines regarding eligibility for health discounts.

THE IMPACT:
The program empowered employees to better manage health, earn health discounts and stay engaged with their health plan.

Role: Creative Director

HUMIRA | myHUMIRA program | Print, DM, Email

THE SITUATION:
It’s widely known that patients enrolled in support programs have better health outcomes. Less known is the positive impact on a physician’s practice. Convincing doctors of myHUMIRA’s dual benefit to both patient and practice required a nuanced approach. Four :15s drive-to-booth video teasers appeared in-room and on hotel monitors at healthcare conferences, encouraging conference attendees (physicians) to drop by the Abbott Booth. Each spot focused on one benefit to the physician’s practice. Since spots were unbranded, fair balance messaging unnecessary.

THE IMPACT:
Increased enrollment in myHUMIRA allowed physicians and staff to spend more time doing what they do best: care for patients.

HUMIRA | Patient Starter Kit | Print, DM, Email

THE SITUATION:
An educational effort to help new patients on HUMIRA (adalimumab) become comfortable with self-injection; understand what to expect; and get ongoing support while in treatment. The starter kit included a DVD, practice injection pen, carrying case, and injection guide. Content was leveraged across channels to include web and email.

THE IMPACT:
Educated patients stayed on treatment longer, understood and managed side effects and had better health outcomes.

HUMIRA | Collateral, DM

THE SITUATION:
Help patients ask the right questions up front— making every doctor conversation as productive as possible.

THE IMPACT:
Informed patients = healthier outcomes. Strengthened the relationship between patient and doctor, reducing doctor switching.

HUMIRA | Psoriasis | Unbranded TV with Offer

THE SITUATION:
Research revealed high levels of depression among patients suffering from psoriasis. The unbranded direct response TV spot acknowledged these feelings and encouraged individuals to learn more about the disease, symptom management and treatment options.

THE IMPACT:
Increased the number of qualified leads and successfully encouraged patients to learn more about the disease. Follow-up communications encouraged patients to speak to their HCP about HUMIRA (adalimumab).

Role: Creative Director

Retirement Plan Services | DM

THE SITUATION:
Getting benefit administrators to think about retirement plan services required a bold, fresh approach. The dimensional pieces broke through the clutter and sparked interest in J.P. Morgan/American Century’s plan offerings.

THE IMPACT:
Assets under management grew as a direct result of the campaign and sales effort as firms made the to switch to J.P. Morgan/American Century to manage 401(k) and other retirement plans.

Consumer | Web, DM, Email

THE SITUATION:
Provide existing customers with information necessary to navigate an unsettled market, providing them with online tools to keep their portfolio on track.

THE IMPACT:
Curbed costly redemptions during tax season. Investors were calmed and kept focus on long-term goals vs short-term volatility.

Role: Associate Creative Director, Art Director, Designer

Branding | On-Site, DM, Collateral, Email

THE SITUATION:
Re-invent college readiness and create a new brand for TPR’s Future Finder initiative, that targeted students in grades 6-12, encouraging parents and students to start planning and preparing now.

THE IMPACT:
The positive and optimistic campaign helped even doubters embrace the idea of early college preparation. A robust tool kit supported direct sales efforts of The Princeton Review’s institutional products. The kit organized each product in a way that featured benefits for each distinct audience — student, parent, educator, counselor, and administrator.

Role: Art Direction

Brand Awareness Campaign | Out-Of-Home, Digital, Social

THE SITUATION:

Honor epocrates 25th anniversary in celebration of key milestones and loyal customers. Videos appeared on social channels in rotation.

Launched a digital campaign driving adoption for epocrates’ new Bugs + Drugs tool.

Provided ongoing strategic and creative support for Epocrates (an athenahealth company) during brand refresh. Agency partner: Colossus.

THE IMPACT:

Maintained epocrates position as #1 medical reference app. Increased both the number of clients downloading the app as well as customers opting into paid platform. The Bugs and Drugs campaign was a finalist in the 2023 Fierce Marketing Awards.

Role: Creative Director

Brand Awareness Campaign | Out-Of-Home, Digital, Print, DM, Social

THE SITUATION:

Healthcare organizations considering a new healthcare IT provider do so slowly— it’s disruptive and the consideration phase lengthy. The refreshed athenahealth brand and campaign cut through the sea of sameness in healthcare IT communications. Using metaphors and fresh language, the campaign invited prospects to think differently about what was possible — positioning athenahealth as the answer to current and future pain-points. Agency Partner: Colossus

THE IMPACT:

Combined marketing/sales efforts led to double-digit increase demos, meetings and bookings.

Connections Magazine | Publication | Digital, Print

THE SITUATION:

Put a face on athenahealth’s thought-leadership in value-based care, healthcare IT, patient experience, telehealth, practice management. The Connections publication reinforced athenahealth’s commitment to driving better care through smarter technology among existing customers while giving prospective customers insight into the industry and firm.

THE IMPACT:

Cemented the value of working with a partner vs more common vendor relationships. Increased retention among existing customers and increased awareness among prospects, driving meeting requests.

Customer Onboarding | Integrated Campaign | Direct Mail, Training Videos, email 

THE SITUATION:  

Proactively set expectations with new customers, outlining roles, responsibilities and required “to-dos” during the onboarding process.  

THE IMPACT:  

Reduced attrition and created a new group of athenahealth evangelists.  

Welcome Kit recipients were more engaged and better prepared to do what was necessary as they transitioned from one healthcare IT platform to another. The Welcome Kit, complete with popcorn maker and popcorn, encouraged practice staff to watch onboarding training videos together.

Small Group Segment | Pediatric Practices | Direct Mail, email

THE SITUATION:

Getting pediatric audiences to consider a new healthcare IT platform required a bold, fresh approach — one that demonstrated athenahealth’s understanding of the unique needs of pediatric practices.

THE IMPACT:

The integrated campaign (DM and email) was a “monstrous” hit — and the most successful DM campaign to date. The dimensional pieces broke through the clutter, sparked joy among practitioners and staff —driving a record number of meeting requests and closed deals.

Broadcast | Digital Ads

THE SITUATION:

Continue to build awareness of athenahealth’s offerings (Electronic Health Records, Revenue Cycle Services, Patient Engagement, and Population Health) through a series of short, stylized spots designed to cut through the clutter and answer “why athenahealth”.

THE IMPACT:

Maintained athenahealth’s #3 position in unaided awareness, keeping the firm top of mind among firms considering a new healthcare IT partner.

Role: Creative Director

Thrive | Annual User Conference

THE SITUATION:

Thrive, athenahealth’s annual summit, brings together over 2,000 customers, partners and leaders from across the country. The 3-day conference gives customers, select prospects and partners an opportunity to connect, learn best practices and share insights on today’s healthcare challenges.

THE IMPACT:

Attendees left the Austin Convention Center inspired and better prepared to deliver even better patient care while achieving improved organizational financial health. A win-win.

Role: Creative Director