In advertising, that statement couldn’t be truer. Often communications pieces are jam-packed with too many messages and distracting graphics. You need to strike the perfect balance between brand personality and messaging to make your communication piece attention getting, memorable and effective. The key to obtaining this goal is simplicity. Have only one message – don’t try to do everything in one tactical execution. This will enable your message to be heard and your brand voice to ring true.

Here are some great, simple samples that illustrate this point.

What do you do at Willow?
I am an Account Associate. I get to help clients with all of their marketing needs!

How long have you worked at Willow?
2 years and 1 month.

When you were little, what did you want to be when you grew up?
A movie critic! I love watching movies and thought it would be so much fun to tell people what I liked or didn’t like for a living!

What is your favorite pizza topping?
Gouda cheese is the best. I absolutely love all kinds of cheese and always order gouda at Ale Emporium.

What was your first pet’s name?
When I was born, my family had a cat named Edward and a dog named Suzy. Suzy used to sleep under my bed at night. The first pet of my own was a horse named Cosby.

What was your favorite subject in school?
My favorite “real” subject was math. I like it when there’s a definite wrong and right answer. Wouldn’t it be nice if life was like that? My other favorite was recess!

What was your first job?
I started babysitting when I was about 12. My first real job was a hostess at an Irish restaurant, Dooley O’Tooles.

What is your favorite movie of all time?
I always love a good romantic comedy. I love How to Lose a Guy in 10 Days.

If you were a super hero, what would your super power be?
Definitely being able to fly. I love to travel and I get impatient sitting in traffic so flying would help me solve both of those problems!

What drew you into the marketing business?
I love being creative and love working in a team atmosphere. Working at a marketing agency is great to always learn something new!

Describe yourself in 5 words or less.
Organized, thoughtful, opinionated, active and determined.

If you could be one animal, what would it be and why?
I would be a bird. I’d love to be able to fly and go south when it gets cold in Indiana!

Frozen custard or ice cream?
Frozen custard for sure. With fruit.

How do you eat an Oreo?
I only eat the middle! I’m not a huge fan of chocolate.

If you could live anywhere, where would it be?
I would probably live in Italy for the food, energy and the beaches.

Where do you like to sit in a movie theatre and why?
As much as I like movies, I hardly ever go to a traditional theatre. I actually love the drive-in theatre so I can eat hot dogs and watch the movie outside on a nice night.

What’s in the trunk of your vehicle at this moment?
Nothing at the moment. I bought some furniture this weekend so I cleaned everything out. Typically, I’d just have reusable shopping bags so I don’t forget to bring them when I shop.

What’s on your desk at work?
Lots of folders, a photo of my dog, a photo of my wedding, fake flowers in a pot, phone and computer.

What’s your favorite part of working at Willow?
The people for sure! Everyone is always willing to pitch in and help and we have a lot of fun.

What’s your favorite Indy restaurant?
Mamma Corollas! Love the food and the atmosphere. The Melting Pot is a close second.

Thinking. Thinking of great ideas is hard. Thinking of great ideas and then implementing those ideas is even harder. When I first applied to art school to be a graphic designer, I honestly went in just wanting to design pretty things. I loved the idea of visually explaining something with type and image. Well, I quickly realized that it’s not just about making pretty things on paper or the computer. There has to be some thought behind it. There has to be some brain power.

During my schooling, I had an instructor once say to the class, “You aren’t going to be hired just because you can quickly whip up a “cool looking” logo in 10 minutes. You’re going to be hired to think. To have a process. To take a vague idea of almost ‘nothing’ and turn it into a concrete, strong ‘something’.”

This concept completely changed the way I looked at my design process. Whether I’m designing a logo or applying a client’s current brand to a direct mail campaign, there has to be some thought behind it. There has to be a strategy. A direction. A path to follow.

That process is completely different for everyone, but if it’s a strong process and it has positive results, then you’ve accomplished something. And in the end, you’ve taken form and merged it with function.

We have a busy couple of weeks coming up!

Monday, June 14 Brad, Sue, Andrew and Kim attended the 8th Annual Westminster Village North golf outing. Our foursome played tough and had a great time!

Saturday, June 19, We’ll be at The Dayspring Center’s 2nd Annual Mini-Golf Classic at Pirates’ Cove Miniature Golf. Willow’s will be participating in the mini-golf tournament as well as volunteering at the event.

Next Monday and Tuesday, June 21 and June 22 Brad and Sue will be heading north to the Troy, Michigan Hall Render office to meet with attorneys and local media in Michigan.

We’re all very excited about everything we have going on and can’t wait to share what else is in store for Willow.

FWRadiology – Rebranding, Strategic Planning, Campaign Development and Implementation
Fort Wayne, Indiana

Client Profile:

FWRadiology delivers quality inpatient and outpatient imaging services to patients in Allen County and throughout Indiana, southern Michigan and northwest Ohio. Outpatient centers such as Open View MRI, Breast Diagnostic Center and PET Fusion Imaging are operated as joint ventures with Parkview Health System and complement the physician group’s commitment to provide imaging services and interpretations throughout the Midwest.

Business Challenge:
To grow the business within the state of Indiana and regionally.

Willow Marketing Solution:
In the pursuit of growth, FWRadiology has a great story to tell.  They have a history of innovation in the industry including many “firsts” in Indiana and nationally. And, with the support of a strong, motivated management team, the staff of 22 physicians have the experience and medical fortitude necessary to make the growth a reality.

Willow Marketing worked with FWRadiology initially by going through our branding processes, the P3 and 4D. We found a definite disconnect between the outdated brand and messaging and the truly progressive and forward thinking that encompassed the organization. By going through the rebranding process, we were able to create a new look and message that better represented FWRadiology, identify goals and objectives and better define our target audiences. By creating a brand that more effectively communicated the company’s fundamental nature, we were able to better communicate to their audiences.

FWRadiology Letterhead & Stationery

After rebranding, a key tactic was to develop a new website to more effectively communicate with the primary target audience and the “end-user.” The messages communicated the technology, flexibility and experience of the group.

FWRadiology Website

Another key factor to growing the business was to create a successful and ongoing physician referral program. We established a multi-faceted approach to develop and maintain relationships with current and prospective referral sources within and outside of the 150-mile radius of Fort Wayne.

FWRadiology Direct Mail Campaign

Our work has allowed FWRadiology to expand their services into additional hospitals and physician groups. Willow is currently working with FWRadiology on a retainer basis with key objectives including more patient awareness, attracting top-notch radiologists to the group and growing our physician referral program. We have accomplished our objectives through the following items:

• Overall strategic marketing and communications plan and strategy
• Recent rebranding of one of the outpatient centers, The Breast Diagnostic Center which also include various collateral and a more patient-focused and educational website
• Creation of a defined sales process
• Targeted direct mail campaigns
• Writing of all content for website, press releases, ads, direct mail, solicitation letters, etc.
• Website design and content management for all of FWRadiology’s entities
• Design of all collateral pieces, website, ads and direct mail pieces
• Email marketing campaigns
• Physician referral program
• Patient referral program
• Video Production
• Budget monitoring
• Media buying

Breast Diagnostic Center Brochure

Breast Diagnostic Center Website

Breast Diagnostic Center Advertisement

Check it out: www.fwradiology.com & www.breastdiagnosticcenter.com