Salem Health selected Dojo Agency to produce a brand campaign for the 2021-2022 season. The campaign emerged from the brand position of “building trust through care that respects the whole person.”

The campaign delivered increased awareness, image and preference among key audiences.

We uncovered and built a core story and produced it as an integrated campaign across the entire marketing mix. Our Go-to-Market campaign strategy delivered for internal, digital and traditional media channels. In addition to digital advertising, the campaign included spot radio, DEI programming, cable for local programming, outdoor billboards and posters near Salem Health locations, and local print in newspapers.

Producing and sharing photography and video campaign assets were key elements of the campaign. We art directed three stories. We created landing pages with campaign video assets. We produced for integrated campaigns, for A/B testing, and for sharing on webpages and in social media. We also produced digital ads, social media ads and content for the digital experience. We focused on digital first as a strategy to maximize and leverage media budgets through integrated advertising.