Health Alliance is a health insurance provider headquartered in Champaign, Illinois. Since 2019, I have been central to the creation of their marketing strategy and creative advertising efforts. From branding work to focused Medicare Advantage campaigns, I have worked hard to create omni-channel advertising that is engaging, compliant, and meets established KPI. And every year since 2020, we have exceeded the number of enrollment leads for their sales team.
In 2020, St. Louis College of Pharmacy underwent a historic rebrand, changing its 150-year-old name to reflect a growing mission and an expanded list of degree programs. Its new name, University of Health Sciences and Pharmacy, has been an exciting opportunity to reintroduce the St. Louis institution to both local and regional students in search of a quality health sciences education. To help with this task, I have written many of the recruitment materials used by the University since 2023. I also developed the targeting strategy used in creating the messaging versions for paid search, digital banners, radio and streaming video.
I worked with Memorial during a critical and historic moment for their organization. First, an unprecedented pandemic. Memorial Health needed to quickly communicate, across multiple platforms and markets, that it was safe for patients to return and have routine and elective procedures. Next, a historic rebrand (their first since 1974). They wanted a campaign that introduced their new name, logo and positioning as a connected network of care. Then, during a historic nursing shortage, our team was tasked with developing a campaign to attract new and experienced nurses as quickly as possible.
BoS (formally Bank of Springfield) wanted to generate awareness for their brand as they expanded into a new market. “Bank Boldly” was their tag line, so we created a visually bold campaign that used a combination of bright colors and 3D graphics to tell the story. Our goal was to get attention, then position the bank as a financial parter that can help you achieve your goals.
In the spring of 2017, STIHL launched a new line of battery-powered equipment, The STIHL Lightning Battery System™. I was part of the launch campaign, writing the microsite and other launch materials, like ads and in-store displays.
For a few years, I worked with SoutheastHEALTH on some of their regional advertising campaigns. Here are a few highlights from that work.
in 2016, a supplements startup came to us in need of branding. They were calling themselves “VEINZ” at the time and wanted a new name and brand image. Their USP? They actually put ingredient dosages on the bottle.
Nearly all supplement companies keep their ingredient dosages a secret, claiming that information is proprietary. In reality, it’s often a cover to hide how little of each key ingredient they put in their products.
I knew that transparency was a key component of the brand, so I created the name “Clean Victory” and built a brand that was sophisticated, modern and confident. You can see their products and brand story at CleanVictorySupplements.com
Here are a few highlights from my work with Vast Broadband, a telecommunications company that serves South Dakota, Minnesota, Wyoming and Oklahoma.
Since 2013, STIHL has been featuring real customers, from homeowners to professionals, in their advertising. I have been deeply involved in the campaign from its inception, from initial casting to adapting the content to a wide range of media, including video, print, radio, online, emails and more.
For about a year, I was involved in a large-scale rebrand for The Bank of Missouri. This corresponded with a new website, which launched in May, 2017. As part of the rebrand effort, we developed a brand style guide for internal use, helping the bank bridge the gap from local operations, to a single marketing voice across all their branches.
Michael Baxter 