To organically create marketing materials and develop a marketing campaign strategy for minority heart health research study that reaches minorities in Marion and Lake Counties of Indiana.
ZMP Multicultural division headed by TJ Gipson was hired after an extensive search and RFP process for an Indiana marketing company experiencedÂ in marketing to minority target audiences.
HeartHealthIndiana.com was conceptualized, designed and implemented by ZMP and includes a corresponding Facebook page and community blog. The site also features the custom designed logo and downloadable pdf cards and reports on heart health, as well as a video series produced and directed by ZMP featuring two African American cardiologists in the ZMP health network.
Mobile Billboard Unit
ZMPÂ designed a mobile marketing unit by taking a Scion and wrapping it in a cool Â custom Â design that features the logo. Poster designs were also created to help drive traffic to the website and increase brand awareness in the community. The mobile unit acts as a custom billboard when parked at festivals and health events, but is also utilized by driving high traffic areas so as to increase the number of impressions that interact and view the overall theme of Heart Health awareness.
ZMP designed and created a series of posters and postcard flyers for distribution in Gary and Indianapolis and also planned and executed radio and print media buys working with radio stations and minority multimedia companies that reach a high concentration of minorities around the state.
The campaign was kicked off with dual press conferences in both cities the same day and has been very successful for Purdue in its continued studies on health disparities and how they affect minorities in the community.