Making COVID Testing As Easy As 1-2-3!

Branding and Public Relations

Testing Works

Project Scope

Aegis Sciences is a 30-year-old national laboratory corporation that provides testing and advising for clinicians, mental health providers and employers. When the COVID-19 pandemic began, Aegis dedicated part of its lab space to testing for the coronavirus and began to build partnerships with Walgreens, large employers, school systems and government stakeholders.

MP&F was tapped to develop and promote a brand for a COVID-19 testing kit designed for schools officials. Our work included brand identity, packaging, instructions, messaging and materials for the testing kit, along with a website, video tutorials, sales materials and an email marketing series designed to capture and nurture leads.

Solution

We scripted and directed video and photography to demonstrate how the kits work and connect with the desired audience. This was the beginning of the pandemic and there was little familiarity with testing options, so we worked hard to detail with easy-to-understand FAQ language the ins and outs of the testing options. We used a segmented approach to website design to speak to different audiences within our target market – parents and schools officials. And we crafted two series of emails tailored to leads – one to those generated organically through our website, and one to a targeted list of schools administrators and other professionals in the market.

Results

Successful launch of the program in targeted markets
Deeper connections with key partners, including Walgreens and government stakeholders
Earned client media coverage in business and news publications in targeted markets