The UCSF Orthopaedic Institute
The UCSF Orthopaedic Institute (OI) is a state-of-the-art facility focused on quality and service from the first point of contact through the care continuum. Parker Avenue was hired to develop its brand messaging strategy, announce its opening, and build awareness.
Target Audiences
Non-professional athletes and active adults, 35-65 years of age
Parents with active school-age teenagers (16+)
Professional and semi-professional athletes and dancers
The Message
At UCSF, everybody receives the same high quality medical care and expertise as professional athletes. The takeaway: If the OI is excellent enough to treat professional athletes, it must provide the best possible care.
Tactics
Print and digital ads, promotion, brochure.