Terri & Sandy was selected after a multi-agency review for the business that kicked off in November 2017 and included a creative, media and PR search. Terri & Sandy pitched in partnership with Women’s Marketing, an award-winning, women-led independent marketing and media services agency who will provide SEO, digital analytics and media buying duties for the effort. Havas Formula will handle national and regional media relations, expert positioning and PR duties, including CCRM’s first-ever brand influencer strategy.
CCRM’s fertility network consists of 36 reproductive endocrinologists, a team of research scientists, embryologists, and professional staff in 10 locations across the US and Canada. CCRM’s decision came as the already multibillion dollar fertility industry is experiencing major growth thanks to advances in reproductive technologies, an influx of major investors, and a record number of individuals and couples seeking fertility treatment to improve their chances of having a baby.
First out of the gate will be an integrated national push centered on heavy digital video and social content and extending into print and radio. Ads will target the full spectrum of fertility patients – couples, single parents and donors, from all walks of life, at all stages of their fertility journeys – positioning CCRM as the first place to turn to, at any stage, for all of your fertility needs.
In addition, Terri & Sandy has to overhaul CCRM’s website and introduce a new logo and identity for the brand. B2B initiatives will roll out later in the year, starting with a complete digitization of CCRM’s provider outreach initiatives, and a campaign targeting healthcare providers and practitioners.
“Terri & Sandy nailed the creative and strategic thinking around our brand and our message -- so much so that we’re moving forward with the very campaign they came into the pitch with,” remarks Constance Rapson, chief marketer at CCRM. "Their ideas cut to the core of how people experience fertility today as well as how we want to position ourselves within the fertility category. Growing at such a rapid rate, there is no better time than now for CCRM to raise its voice.”
Terri Meyer, co-founder and co-chief executive of Terri and Sandy, says: “This is a particularly meaningful win for us because my cousins, who were having trouble conceiving, had their babies thanks to CCRM. The name has such stature in the fertility world and we are thrilled to be in the business of helping to build families.”
Under the partnership, Terri & Sandy is the integrated marketing lead, spearheading a digitally led campaign which will launch this April.