{"id":2257,"date":"2025-02-17T12:59:32","date_gmt":"2025-02-17T12:59:32","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=2257"},"modified":"2025-07-03T03:52:57","modified_gmt":"2025-07-03T08:52:57","slug":"connectlife","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/connectlife\/","title":{"rendered":"ConnectLife Integrated Campaigns"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        ConnectLife Integrated Campaigns                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 27.02%; top: 21.88%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/farm\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        FARM                                        <span>Buffalo, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/branding-case-studies\"><button class=\"custom-button\">Branding<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><a href=\"\/work\/video-production-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Video Production<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        How we amplified an ongoing plea for blood donations through integrated campaigns driven by relevance over repetition.<br><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong>Client<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>ConnectLife &#8211; Blood &amp; Organ Donor Network Buffalo, NY<\/strong>\u00a0<br>\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong>The Backstory<\/strong><br><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">If you\u2019ve ever lived near a firehouse or railroad tracks, you know it\u2019s not long before you don\u2019t even hear the noise. But when the interruption is an urgent plea to donate blood, allowing it to blend into the background could literally cost lives.<br><br>Keeping an ongoing appeal for blood donations fresh and engaging is a challenge ConnectLife, Western New York\u2019s only community blood center, faces every day. Because saying the same thing\u2014no matter how desperately voiced\u2014will eventually fall on deaf ears. Although ConnectLife wanted to continue trumpeting the region\u2019s urgent need, we knew the true power of marketing exists in its relevance\u2014not repetition. So, we leveraged our audience\u2019s hometown pride, seasonality, and love for one\u2019s neighbor to apply consistent pressure on the community to give blood through a variety of messaging that wouldn\u2019t wither with age.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong>The Approach<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Playing to the home crowd &#8211;\u00a0Unlike the American Red Cross, ConnectLife keeps all blood donations in Western New York. This hyper-local focus is their lead differentiator and aligns perfectly with our audience\u2019s inherent desire to help their neighbors. We just needed to make sure our message hit home without disparaging the competition.<br>\u00a0<br>First, we created a marketing campaign called \u201cKeep it Here.\u201d Bold and direct, we let our audience know that only ConnectLife keeps all blood local. And by saturating our communications in the rich blues of ConnectLife\u2019s brand identity, we created further separation from the Red Cross\u2019 signature red and white. Together, messaging and visuals reinforced a look and feel that our client could truly own and leverage to connect with potential donors\u2019 hometown pride.<br>\u00a0<br>A change in seasons\u2014and tone. When the winters are long and unforgiving, Western New Yorkers can\u2019t wait to get reacquainted with the great outdoors. But on the flip side of summertime fun are more opportunities for a vehicle, boating, and cycling accidents. That\u2019s why ConnectLife and the rest of the WNY medical community refer to summer as \u201ctrauma season.\u201d Using seasonal relevance to frame our message on connected television and radio, we were able to communicate the urgent need for blood in a new way without abandoning the core message.\u00a0<br>\u00a0<br>Since we couldn\u2019t tell the whole story on social, digital, and outdoor channels, we dialed up the intensity of our language to question non-donors lack of participation.<br>\u00a0<br>The pandemic presented an additional challenge for ConnectLife because, at the time, many people were reluctant to leave their homes. But rather than pause the campaign, it was an opportunity to leverage our audience\u2019s heightened dedication to supporting each other to convey the collective impact our community could make by donating blood.<br>\u00a0<br>We extended ConnectLife\u2019s brand assets to include custom illustrations that put a fresh spin on communicating our urgent need for blood. This additional pop of personality balanced the gravity of the message without being perceived as a juvenile. And the new calendar graphic helped to extend our ask from making a single donation to booking several appointments in advance.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong>results<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Usually, when a client tells you to stop their marketing, it\u2019s not good news. But when we learned that ConnectLife had booked blood donation appointments 60 days out, we were happy to pump the brakes until the client caught their breath.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n<div class=\"work-video-wrap\" data-url=\"https:\/\/vimeo.com\/1020716427\/90e26f98df\" onclick=\"openEmbedVideo(this)\">\r\n                    <div id=\"video-container\" style=\"position: relative; width: 100%; height: 100%; cursor: pointer;display:flex\">\r\n                        <img decoding=\"async\" id=\"video-thumbnail\" \r\n                            src=\"https:\/\/i.vimeocdn.com\/video\/1939333415-2dc675029e86db0a8170450fcb2ba1cd32cf49d672e9a92538f7b2a3c90d2cbb-d_1200x800?region=us\" \r\n                            alt=\"Video Thumbnail\" \r\n                            style=\"width: 100%; height: 100%; object-fit: cover;\">\r\n                        <img decoding=\"async\" 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