HEALTHCARE & NONPROFIT

October 24, 2017Greetings,The nonprofit landscape in the United States continues to grow in importance to the daily lives of Americans. Uncertainty in social services, complex health care systems, and confusing public discourse about issues that impact families has positioned leading organizations at the forefront of helping people. Thankfully, marketers can be stewards of their nonprofit mission more effectively than ever before. But it takes the right partner.At BRUNNER, we have a strategic team of marketers, innovators, digital experts and creative minds dedicated to furthering the mission of our clients. We have helped them achieve record-breaking sales, category-busting awareness gains and marketing ROI of as much as 5:1. Our work has been recognized for excellence worldwide, with more than 50 awards this year alone including: Cannes Lion at the Cannes Lions International Festival of Creativity, The Indie Awards – 2017 Best PR / Earned Media Campaign finalist award, Atlanta ADDY Awards Show, and the 2017 D&AD Awards, both in the Film Advertising Crafts category, for Cinematography for Film Advertising and Editing for Film Advertising.When it comes to understanding the needs of nonprofits, BRUNNER brings a depth of direct agency experience and professionals who have worked in, served and had careers in this sector

• BRUNNER guided the global, Atlanta-based CARE, into a major rebrand of their iconic Care Package © with a contemporary lens that showcases the sustainable solutions to poverty that define CARE’s work today.

• We challenged people through a powerful “Children Aren’t Playthings” doll box campaign about child sex trafficking for Shared Hope International which increased awareness of this epidemic.

• BRUNNERtook the little-known 84 Lumber brand to the Super Bowl and sparked a national conversation about immigration through a globally award-winning film, while increasing brand awareness by 100% nationally.

• We brought to life 20 different brands under the GSK Consumer Healthcare portfolio, helping consumers around the world.

By working at the confluence of data science, technology and creativity, we tackle problems by outthinking rather than outspending competitors. We save our clients millions of dollars through focus, relentless negotiation skills and data-driven decisions that minimize waste at all levels.Now that you know more about BRUNNER, I hope you’ll give us the opportunity to learn more about your marketing challenges and how we might help you. As you look ahead to 2018, let’s schedule a call to discuss the possibilities. Sincerely,

Jeff MaggsChief Client Officer, Managing Director, Atlantajmaggs@brunnerworks.comOffice: (404) 479-2208Cell: (412) 651-5842

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Communities BondNonprofit leaders are living in a time of increased challenges. With more than 1.8 million active nonprofit organizations in the United States, ensuring a resonant message can be formidable, especially when collaboration - not competition - among nonprofits is expected by donors, members and clients.

Research, data and technology are ever-evolving as crucial tools to ensure every marketing dollar invested reaches the right audiences at the right time. Messaging sensitivity is paramount to survival in today’s social media ecosystem. Integrity, while always at the heart of the well-operated nonprofit, has never been more important to boards in a public service sector that functions under a microscope.

Healthy Gets Wise.The doctor is no longer the only voice in consumer health. Armed with technology, people expect healthcare decisions to be collaborative. BRUNNER has more than 20 years of experience in the hospital, at the doctor’s office and in the wellness aisle. We’ve helped providers, payers, consumer health and pharma companies navigate regulatory requirements to help patients feel better and shoppers make healthier choices.

HOW CAN WE HELP YOU FULFILL YOUR ORGANIZATION’S MISSION?

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Nonprofit, Health and Association Experience

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Creating Emerging Technology to Show Benefits in Real Time

STERIS is a pre-eminent, infection prevention, decontamination, surgical and critical care brand. They needed the ability to demonstrate their complex product benefits in a real-life operating room process. Our Custom 3D self-driven media delivers a powerful experience.

Through BRUNNER’s BHive Innovation Lab, our creative technologists developed UNITY 3D, a comprehensive, interactive iPad 3D hospital tour for their sales reps to show the capabilities of STERIS products. This self-driven media tour of STERIS Equipment in the Operating Room and Sterile Processing Department is easy to navigate as it was not unlike any Xbox gaming experience

If a physical tour isn’t feasible, the company now has an exceptional technology tool to digitally illustrate in an immersive way, the quality and efficacy of STERIS products.

WATCH THE VIDEO CASE STUDY: HTTPS://APP.FRAME.IO/F/HOI5YSVM

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United Concordia Dental is the 5th largest dental insurance company in the United States, serving over 10 million members. For more than 40 years, the brand focused on providing superior health benefits in pursuit of better overall health. As the health insurance industry underwent significant change with the dawn of the Affordable Care Act, United Concordia saw an opportunity to apply their expertise to create a new approach to dental care that put their members first – and in a proactive manner to link oral care with overall health.

BRUNNER worked closely with United Concordia to reframe the brand’s message around the importance of proactive oral care as the “missing piece of total wellness.” BRUNNER created a transformational campaign unlike any previously done at United Concordia — one that would simplify and amplify the complex yet compelling science from which the UCWellness product was created. The campaign first targeted both HR administrators and insurance brokers to educate them on the value of an overall wellness approach. The campaign was kicked off with materials to help establish and maintain a consistent narrative about the UCWellness product. The campaign consisted of a customizable sales presentation, a corresponding tablet version, an introductory video, an informational brochure, and a one-page summary/leave-behind. All supported with a targeted awareness campaign launching the brand with this new positioning.

The Mouth is No Longer the Missing Piece in Healthcare

WATCH THE VIDEO CASE STUDY: HTTPS://APP.FRAME.IO/F/XOY55R4R

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The University of Pittsburgh Medical Center (UPMC) is a $16 billion integrated global nonprofit health enterprise. While they were at the forefront of research on the prevention of overuse injuries, there was no central, digital hub or consistent content production to relay information to youth athletes, parents, coaches and medical professionals.

Modeled after the “5 Tool Player Concept” in baseball and softball, we designed and launched in iTunes, an app that provided education about UPMC resources available to them. BRUNNER developed a suite of content aimed at creating overarching awareness, using the vernacular of baseball and softball.

BRUNNER upgraded the content quality and gamified it by offering points for interaction such as viewing educational videos. Medical professionals, coaches and parents could track any activity of the athletes. The app also had functionality to manage statistics, performance and health. All of this information connected to UPMC portals providing them the information they needed.

BRUNNER’s end-to-end development of the app resulted in youth in Western Pennsylvania having easy access to critical training resources and treatment information.

Building a Gamified Tool to Educate Youth Athletes on Injury Prevention

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BRUNNER created an updated version of the iconic CARE Package to symbolize the tools, training and resources CARE provides that can sustain families and entire villages for good.

Overall messaging was designed to galvanize others to help CARE® “deliver lasting change.” People would know that when they donate to CARE, it has no expiration date. They know their CARE Package can enable women to help their families and help entire villages escape poverty and lead better lives.

The Care Package and its recipients are the focal of each communication. Coming out of the package is an object that represents the sustainable gift people in need receive when donors give to CARE.

The campaign’s ambient component combines a disruptive visual with a powerful message in the streets of major cities. The first such installation in Atlantic Station, Atlanta, coincides with the launch. CARE Package boxes are placed at the bottom of streetlights, creating the appearance that they’re coming out of the boxes. The message on the box explains that donations to CARE provide life’s necessities … such as electricity.

While CARE does many things other charitable organizations do, CARE has one thing other charitable organizations don’t: The CARE Package®. After World War II, CARE Packages filled with food and supplies provided immediate relief to survivors. Today, what CARE® gives people in need can’t be contained in a box. Our objective was to drive awareness of who CARE is and what they are today – a driving force for sustainable change around the world.

Changing Perceptions of a Global Brand and Driving Awareness

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“And what a spot it is from BRUNNER… it’s remarkably on point.As a piece of film, it’s deeply

moving.”Tim Nudd, Creative Editor at Adweek

WATCH THE COMPLETE JOURNEY HERE: HTTPS://APP.FRAME.IO/F/JKSLDH94

Building a Brand in 90 seconds

The nation’s largest private building materials retailer was mostly unknown outside of their industry. With expansion to new markets, they needed to carve out a distinct identity and address an urgent need for talent. In an industry plagued by a labor shortage, how could they create instant recognition and engagement?

We created a 90-second Super Bowl spot that conveys the core values of the company in a disruptive way that appeals to current brand loyalists, the expanding core audience of Millennials and a core group of prospective employees.

Named Adweek’s “Best Super Bowl Ad,” the spot recevied 17 million video views in less than a week. It was the #1 trending story on Twitter and YouTube and inspired a skit on Saturday Night Live.

Our integrated mix of support included advertising, public relations, digital experiences, and social media extended the conversation about 84 Lumber that continues today.

BRUNNER helped 84 Lumber elevate awareness of their brand on a national level, resulting in 35,000 job applicants and exposure in 90 media outlets including The Wall Street Journal, CNN and the BBC.

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Helping Consumers Connect with a Global Consumer Healthcare Company

GlaxoSmithKline (GSK) is a global pharmaceutical and consumer healthcare company. BRUNNER has worked with GSK on over 20 brands since the 1990s. Our work has primarily focused on consumer healthcare in the categories of Oral Health, Wellness (GI & Respiratory) and Smoking Cessation.

From digital strategy and analytics to local market adaptations and activations in over 50 countries, BRUNNER has helped consumers connect with GSK brands through paid, owned and earned channels.

The insightful consumer-first content and experiences BRUNNER developed for GSK brands included:

• Created over two dozen unique brand websites that were localized worldwide

• Launched 25 new products through direct outreach, digital media and website support

• Developed over 25 activations that included promotional, social media and in-market support

• Launched new marketing technology solutions such as Bazaar Voice (consumer reviews) and

• Created Webcollage (retailer content)

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BRUNNER delivers an integrated and innovative approach to marketing for health and nonprofits. If there isn’t a tool to solve your challenges, we’ll invent one (really-we have a lab.) We look at your issues from all sides, as you do. Our strength is our ability to provide an optimized marketing experience that better connects your mission with people at key moments.

• Search is a critical aspect of health-related nonprofits because people need to be able to find answers and support groups in time of need and worry.

• Social is a lifeline for people who want to be connected to others who understand their lives.

• PR is a must for transparency in healthcare and the stewardship of nonprofit donations.

• Digital and emerging technology is essential to reach new audiences.

• Data science is foundational to identifying the most targeted audiences and messages.

• Creative is the key to delivering memorable impact for a cause to touch the hearts and minds of people.

• Relationship management is the glue that keeps together complex campaigns and partnerships among organizations.

INTEGRATED AND INNOVATIVE APPROACH

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CLIENT ROSTER

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The Confluence of Creativity, Data Science and Technology

Having an informed understanding of data doesn’t limit creativity. It liberates it.

That’s what enables us to create an optimized marketing experience that better connects with customers at key moments in the purchasing journey. It allows us to pivot when demands change, and find additional “like-minded” customers using data history and behavior insights.

We do this by embracing creativity, data science and technology in constant pursuit of what’s next. We call this “data-driven creativity.”

This approach leads to innovative solutions to create richer, more rewarding customer experiences for outdoor living brands like yours.

What can we do for you?brunnerworks.com

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Our TeamJeff MaggsChief Client Officer

Jeff leads the Atlanta team of BRUNNER with his trademark energy and innovative approach to solving business challenges for clients. He is an inspirational leader, inventor of ideas, and stimulator of growth. Jeff has over 35 years in the business working at MARC USA and BRUNNER. He has significant experience working in a variety of B2B and B2C categories for regional and national brands. In particular, Jeff has a deep and broad range of experience in the nonprofit and health sectors. Jeff serves on the boards of Center for Creative Play, Junior Achievement of SW PA and the Leukemia Lymphoma Society.

Scott MorganPresident , Partner

Scott provides leadership of the agency focused on delivering excellence for clients with a business model that operates at the convergence of Creativity, Data Science and Technology. Relevant experience includes Philips Consumer Healthcare, GSK, Joslin Diabetes Clinics, Rockford Health Primary Care Centers and North Carolina Blue Cross/Blue Shield. MBA. Guest Lecturer at CMU and other universities. Scott’s insight has been quoted for stories in The Wall Street Journal, USA Today, The New York Times, Adweek, AdAge, and others. He serves on the board for the National Kidney Foundation.

David SladackSVP, Director of Sales and Marketing

Dave leads overall new business efforts for the agency, including BRUNNER’s Home Enrichment practice. His responsibilities include further enhancing our category expertise through thought leadership and continued new client identification and growth. Dave has built his career as both a strong account leader and strategist with both B2B and B2C channel expertise for a variety of brands, including Cub Cadet, Ford, Zippo, GlaxoSmithKline, Big Dog Mowers, and 84 Lumber. A rare blend of big-picture strategic vision with a doer mentality, Dave possesses a strong understanding of brand, business and digital strategy and is a proven relationship builder. Dave serves on the Pittsburgh Advertising Federation Board and the Board of the Sara Heinz House and is an adjunct professor in the MBA program at Point Park University.

Kristen CookVice President , Group Account Director

Kristen’s professionalism, demeanor and approach, even under the most stressful conditions, are contagious and inspirational. She has more than a decade of experience working with clients to solve a variety of branding and business challenges. Clients like GSK as well as True Value, PA Lottery, Musselman’s, Westinghouse and Field & Stream recognize Kristen as an invaluable member of their team. Kristen has also worked with several non-profits, including the American Liver Foundation, Pittsburgh Opera, Make-A-Wish Foundation, Family Health Council and Disability Agenda 2000. Kristen is currently the Board President for Stepping Stones Children’s Center, and the Corporate Co-Chair for the annual March of Dimes Walk America internal campaign.

Pat StrohVP, PhD, Data Science

Pat leads BRUNNER’s data science and decision analytics practice, including ROI measurement and digital performance marketing. He specializes in data science and machine learning as they apply to digital marketing and customer engagement. He has 20+ years of experience working with numerous Fortune 500 and healthcare companies. He previously served on the faculty at Carnegie Mellon University and New York University. Prior to BRUNNER, Pat led PNC Bank’s retail consumer decision analytics group. Pat has over a decade of additional experience with database marketing, segmentation, propensity modeling, channel and product analytics, and transaction-based targeting, as well as acquisition, cross/up-sell, and retention activities. He has experience working with Mitsubishi Electric, YellaWood, Verizon Wireless, M&Ms, Nestle Waters, Office Max, PetSmart and GNC, to name a few.

George PottsVP, Director of Social Media

George’s experience in digital and social media marketing over the last decade has included providing counsel to consumer packaged goods companies, retailers, healthcare companies, technology enterprises and not-for-profit organizations. His national brand experience includes: Red Bull, Aquafresh, Beazer Homes, Bob Evans, College Inn, Del Monte, DeVry University, Nestle Drumstick, Frosty Paws, Golf Pride, Huffy, Jamba Energy, Marzetti, Mattel, Stouffer’s, Olympic Paints & Stains, Ore-Ida, Outshine (formerly Dreyer’s/Edy’s Fruit Bars), Premier Nutrition, Skinny Cow, TUMS and Zippo. He serves as the Board Vice President for Pittsburgh Action Against Rape.

Lauren TownsendSocial Community Manager

As a social community manager, Lauren is responsible for managing the day-to-day social presence for her clients. Her role includes monitoring consumer posts and the leading team in responding to and managing issues appropriately, contributing to the creation of consistent and engaging content for each platform, and partnering with a social media strategist to analyze the performance of each social platform. In addition, Lauren is skilled with third-party tools for social media analytics, listening and management. Lauren has spent the past handful of years in the social media marketing world, working with brands such as the Alzheimer’s Association, College Lifestyles, Compact Power, Create WV, LaRosa’s, and Mythology. Lauren currently serves on the social media advisory board for United Way where she helps to promote community events and recruit new volunteers.

Luke NavickasSearch Account Manager

Luke serves as the main SEM point of contact and implements campaign strategies to business objectivesand develops aggressive strategies focused on maximizing program goals for both SEM and SEO clients. Adept at managing multiple high profile and complex digital marketing accounts, he consistently builds strong relationships with clients. In his career, Luke has worked on many nonprofit campaigns including Habitat for Humanity, Catholic Charities, Susan G. Komen, Care.org, The Multiple Sclerosis Society and American Cancer Society among them. His health care experience includes EmblemHealth and Medical Mutual of Ohio. Luke has been a member of the Oakdale, Pennsylvania Volunteer Fire Department for 14 years, currently serving as a Lieutenant.

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Meredith KleinPublic Relations Account Supervisor

From media relations to social media to event planning, Meredith has extensive expertise managing PR for brands in highly regulated and B2C industries. A dynamic professional focused on delivering innovative solutions centered on authenticity, transparency and honesty, Meredith is committed to uncovering and leveraging strong brand narratives that drive her clients forward. At BRUNNER, Meredith manages the day-to-day PR efforts for clients like 84 Lumber and Compact Power Equipment Rental. She was also named to Pittsburgh Business Times’ 30 Under 30 List, honoring leaders for their successful efforts to grow a business or nonprofit and for their contributions to the community and civic organizations. Meredith serves as vice president and president-elect of PRSA Pittsburgh, volunteers as a communications committee lead and strong leader with Strong Women Strong Girls, and is a member of the young professional’ss board with the Pittsburgh chapter of the American Heart Association.

Jennifer RignaniBrand Journalist

Jennifer serves as the chief storyteller for BRUNNER. Her understanding of how to marry insights to engaging narrative is borne of 23 years of professional journalism, nonprofit and corporate marketing leadership and passion for communication. She has steered marketing initiatives for organizations including, The American Cancer Society, The Mammogram Voucher Program, The Pittsburgh Technology Council, The ARC of Atlantic County, The Dollar Energy Fund, and an award-winning marketing campaign for the YMCA. Jennifer’s magazine reporting has covered the work of nonprofits including cover stories about Pressley Ridge and The Women’s Center and Shelter. She has earned two Golden Quill Awards for her reporting on racial justice and her articles have appeared in dozens of publications including The Atlanta Business Chronicle, Pittsburgh Quarterly, New Jersey Savvy Living, Pittsburgh Magazine, The Pittsburgh Post-Gazette and Main Line Today. She has served on the boards of Wings for Children and Pittsburgh Urban Magnet Project and acted as a judge for the YWCA Racial Justice Awards and Pittsburgh 40 under 40.

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Creativity | Data Science | Technology

Pittsburgh 11 Stanwix St.

5th Floor Pittsburgh, PA 15222

412.995.9500

Atlanta 1100 Peachtree St. NE

Suite 550 Atlanta, GA 30309

404.479.2200

brunnerworks.com

Jeff MaggsChief Client Officer

jmaggs@brunnerworks.com

phone: (404) 479-2208

cell: (412) 651-5842