For over 100 years, ABM has been providing facilities services for a broad range of industries. When they launched an initiative to expand their presence in the healthcare industry, we were asked to develop a comprehensive messaging matrix, on which we based a print ad campaign. Later, we had the opportunity to repeat the process with messaging and ads focusing on airport services.
For healthcare, we made the focus on an increasingly important area of concern for hospitals and other healthcare providers: patient satisfaction. In addition, we stressed a strong differentiator for ABM against its competitors, which is that ABM backs up their claim with a guarantee based on key performance metrics. In the case of the airport campaign, cost reduction and traveler satisfaction were featured as high-priority goals for airports in an environment of increasing competition.
Client: ABM Industries
Services: Messaging development, concept development, design, copywriting, production