Rogers leadership showcased in new TV commercial08/13/21 11:45:am
Lights, camera, action! Several Rogers locations in Oconomowoc were abuzz in July as a production crew shot scenes for a television commercial.
With plans to air in Milwaukee and Madison markets, the commercial emphasizes Rogers’ long history of providing life-changing care for people with mental health and addiction challenges.
“We know the need is great,” says Katie Zapfel, director, Marketing and Communications. “The goal is to reach more people who can benefit from our compassionate care and evidence-based treatment. We also want Rogers to continue to be top of mind for referring providers, community partners, and those seeking careers in mental health.”
While Rogers has produced commercials over the past year, what has become known as “the Leaders ad” is the first that was fully crafted internally through Rogers’ Marketing and Communications Department.
“We launched Rogers’ first television commercial during the pandemic last year and a subsequent ad using former patients,” says Katie. “But this one was our first full-scale production where we created each scene, each word, each prop, and each sound ourselves, and worked with actors, so it was really exciting.”
“Since I and other people in Marketing have extensive experience in broadcast television and commercial production, we decided to make the new Rogers TV ad mostly in-house, while supplementing with a high-end camera and lighting crew,” says Justin Bomberg, lead digital media producer.
Planning and developing content for the 30-second commercial and longer format video about Rogers included focus group research and feedback from internal stakeholders and former patients.
“As individuals have increasing options for where they seek care, we want to highlight Rogers’ leadership in the industry and the fact that we’ve been helping people achieve long-term mental health recovery for more than a century,” says Anne Ballentine, vice president, Marketing and Communications. “Our research and proven outcomes are what set us apart.”