University Hospitals. Engaging participants through an interactive Healthy Fan Challenge.
The UH Healthy Fan program is a healthy fan sweepstakes that incentivizes Cleveland sports fans to participate in a fitness challenge. In the program’s fourth year, the COVID-19 pandemic presented a unique opportunity to leverage partners (Cleveland Browns, Cleveland Monsters, and the Cleveland Ballet) and align to current realities.
I collaborated with my team at Brokaw, contributing to the design and production of the refreshed program. My work included creating a new logo, redesigning existing microsite hub pages, email marketing, and social promotion. We updated UH Healthy Fan to evolve the program beyond a Cleveland Browns and University Hospitals partnership, supporting more fan bases while increasing awareness and understanding of the UH brand.
My Roles
- Logo design
- Web design
- Email design and production
- Digital banner ad/social design
Team
- Copywriter: Aaron McBride
- Programmer/Designer: Ted Boyer
- Digital Director: Mike Krueger
- Associate Creative Director: Mark McKenzie
- Creative Director: Steve McKeown
- Social Media Strategist: Jane Frires
- Digital Strategist: Megan Shaw
- Senior Media Strategist: Megan Pinson
- Director of Strategic Planning: Tim Laubacher
- Account Director: Leah Dwyer
Work completed in 2020 for Brokaw
Healthy Fan microsite. I redesigned the Healthy Fan microsite pages to use UH brand elements more prominently and feature our partner sports organizations. Users can register to participate, log in, and sync their Fitbit account to track steps and minutes automatically.
Email marketing. I created new email designs and coded responsive HTML templates for the campaign. Registered Healthy Fan users receive a monthly email with a personalized summary of their performance, an announcement of the new month’s challenge, health/fitness activities, and content that highlights how to access UH services easily.
Paid media. Working alongside my team, I designed social media posts and banner ads for the program. I also identified on-brand photography to match each social post’s content.
