Done with Diets
Though the Profile by Sanford name carries recognition and credibility in Sanford Health’s footprint, the weight loss plan needed a branding campaign to drive membership in new markets where it was competing against big national brands as an unknown.
Lawrence & Schiller launched the “Done with Diets” campaign in new Profile markets to differentiate the plan from the dozens of diets most women have already tried. Profile offered a new message: for those truly resolved to be done with the fads, gimmicks, points and trackers, Profile was for you. A multimedia mix of TV, outdoor, radio and digital advertising drove potential members to learn more at a free, no-obligation discovery session.
This strategy has been replicated in several new markets, helping exceed new member goals by as much as 126%.