Making progress where it matters

Partners in progress when and where it matters most.

Energy. Infrastructure. Utilities. Health Care. Education. These aren’t the sectors that have the typical consumer clamoring for updates or information. And yet these sectors impact us every day in countless ways. Making progress in these spaces opens opportunities for progress in other areas of our lives.

Maslow’s Hierarchy of Needs

Most of us are familiar with Maslow’s hierarchy of needs, a framework that articulates that each of us has needs and, to meet them, there are essentials that must be met first. Developed by psychologist Abraham Maslow, this framework has been used and adopted for multiple purposes, including marketing and understanding human behavior. It’s a classic for a reason.

Our marketing efforts — or, as we refer to them, progress campaigns — are centered on those bottom-of-the-pyramid elements. The building blocks of our lives — the necessities such as food, shelter and water. And safety, such as security, health and resources.

These are not the things that Super Bowl ads are built on. Or generally multimillion-dollar marketing campaigns. But these are the things that power our daily lives. Without them, traveling up that pyramid to self-actualization isn’t just hard, it’s impossible.

Take health insurance. People hate dealing with it (and generally don’t trust it, either). It’s not something people want to think about if they don’t have to. So when we partnered with PHIEA to create Pennsylvania’s insurance exchange, offering everyday Pennsylvanians the chance to get health insurance, the goal was simple: We know no one wants to shop for insurance. Who does? But we wanted to make the experience as simple, straightforward, friendly and supportive as possible. Enter Pennie. We wanted to make it possible for you to address this security need for you and your family, and then move on, and up, that ladder to address other needs in your life.

At Bravo Group, we’ve made the deliberate choice to focus here, where our day-to-day work is connected to the biggest issues that affect people’s lives — whether they want to think about those things or not. And our challenge is connecting these “boring” or “mundane” or background issues that are the foundations of our lives to people in ways that enlighten or spark interest — and then movement.

So we’re making progress for people, taking arguably unsexy issues and driving action. Showing people why they should care, and then inspiring them to turn that emotion into something tangible to benefit us all.

Here’s how we do it:

• Understanding audiences — their motivations, their fears, their values — so we can meet their needs and expectations
• Effective strategy to identify who we need to reach, educate and move to action
• Creating vision through creative work that connects people emotionally and moves them to intentional action
• Driving interest and action with thoughtfully deployed tactics
• Measuring performance so we can do better and do more

At the audience level, progress doesn’t always look like the same thing. That’s true for our clients, too. But our commitment to everyone we serve is the same — we’re partners in progress when and where it matters most.