Viechnicki Orthodontics
Case Study: Viechnicki Orthodontics
The Problem: This family-owned small orthodontic practice had primarily children and teens as clients. They faced increasing competition from other large orthodontic practices who specialized and appealed to children and teens, and wanted to find a niche in the market by appealing also to adult clients, which is an underserved market for orthodontics. Adult clients often feel they are "stuck" with imperfect teeth because they never pursued orthodontics as a child. Also, having an uncorrected or "imperfect" smile can damage adults' confidence and self-esteem.
The Solution: Because this is a highly-charged, emotional issue, we decided to appeal to that emotion with a radio spot featuring a first-person testimonial from an adult client, talking about how much she disliked her own smile. The goal was to connect with other listeners who may have had the same lack of confidence. We opted to have a voice talent record the testimonial for a convincing professional read.
The Problem: This family-owned small orthodontic practice had primarily children and teens as clients. They faced increasing competition from other large orthodontic practices who specialized and appealed to children and teens, and wanted to find a niche in the market by appealing also to adult clients, which is an underserved market for orthodontics. Adult clients often feel they are "stuck" with imperfect teeth because they never pursued orthodontics as a child. Also, having an uncorrected or "imperfect" smile can damage adults' confidence and self-esteem.
The Solution: Because this is a highly-charged, emotional issue, we decided to appeal to that emotion with a radio spot featuring a first-person testimonial from an adult client, talking about how much she disliked her own smile. The goal was to connect with other listeners who may have had the same lack of confidence. We opted to have a voice talent record the testimonial for a convincing professional read.
Piechota's Service Center
Case Study: Piechotas Service Center
The Problem: The customer was a family-owned auto service center that did a lot of commercial business, like towing and fleet service but wanted to grow their consumer business. They were competing with national chains, like Jiffy Lube, and service centers at dealerships, and wanted to emphasize their family-owned history and personalized service.
The Solution: Piechota's engaged in a year-long branding campaign designed to make people aware of the routine services they provided. They updated their spots seasonally, and this spot ran in the late spring/early summer to encourage customers to have their car serviced before going on a vacation. The emphasis was on removing a level of stress from vacation planning/traveling and emphasizing the importance of regular maintenance. They also wanted the spot to be fun and family-oriented. We had actual children provide the kids' voiceovers to sound realistic.
The Problem: The customer was a family-owned auto service center that did a lot of commercial business, like towing and fleet service but wanted to grow their consumer business. They were competing with national chains, like Jiffy Lube, and service centers at dealerships, and wanted to emphasize their family-owned history and personalized service.
The Solution: Piechota's engaged in a year-long branding campaign designed to make people aware of the routine services they provided. They updated their spots seasonally, and this spot ran in the late spring/early summer to encourage customers to have their car serviced before going on a vacation. The emphasis was on removing a level of stress from vacation planning/traveling and emphasizing the importance of regular maintenance. They also wanted the spot to be fun and family-oriented. We had actual children provide the kids' voiceovers to sound realistic.
Reading Hospital
Case Study: Reading Hospital Trauma Center
The Problem: Reading Hospital is a smaller city hospital in downtown Reading, PA. Their trauma center was relatively new, but not many people in the surrounding area were aware that it existed. The goal was to let area residents know about the Trauma Center and its capabilities and why they should choose Reading Hospital for trauma care. Trauma care is urgent care, and we also wanted people to think of Reading Hospital's Trauma Center as quality care, fast, when time makes a difference.
The Solution: I wrote this :60 spot based on three bullet points of information. In looking at Reading Hospital's website for their trauma center, they emphasized quality of treatment and speed of treatment. The other important thing I wanted to deliver was credibility - so my voiceover is serious and authoritative. The music is hopeful and unobtrusive, and the sound effects of a heart monitor add a feeling of urgency.
The Problem: Reading Hospital is a smaller city hospital in downtown Reading, PA. Their trauma center was relatively new, but not many people in the surrounding area were aware that it existed. The goal was to let area residents know about the Trauma Center and its capabilities and why they should choose Reading Hospital for trauma care. Trauma care is urgent care, and we also wanted people to think of Reading Hospital's Trauma Center as quality care, fast, when time makes a difference.
The Solution: I wrote this :60 spot based on three bullet points of information. In looking at Reading Hospital's website for their trauma center, they emphasized quality of treatment and speed of treatment. The other important thing I wanted to deliver was credibility - so my voiceover is serious and authoritative. The music is hopeful and unobtrusive, and the sound effects of a heart monitor add a feeling of urgency.