2/6/06

	Independent/Energized
	Rejuvenated/Stronger
	Confident/Healthier
	“Advanced Trail” (60-second radio)
	“Treadmill or Bike” (60-second radio)
	“One More Set” (60-second radio)

Broadcasting world-class rehabilitation

Allentown—Good Shepherd is a world-class rehabilitation network providing patients throughout the Lehigh Valley and surrounding areas with comprehensive inpatient and outpatient services. They’re also a long-time Klunk & Millan client, and one which is continually exploring new ways to promote its services. As part of a 2005-2006 marketing campaign that also included a new website and extensive print advertising, Good Shepherd and Klunk & Millan embarked on an exciting new broadcast series.

Good Shepherd’s television/radio campaign was designed to target a number of unique audiences while specifically promoting Good Shepherd’s outpatient rehabilitation services and consistently reinforcing Good Shepherd’s overall identity. Within the campaign’s TV spots—which provided fresh entry into a medium Good Shepherd had not utilized in recent years—each of Good Shepherd’s main outpatient audiences was clearly targeted. By dividing each 30-second spot into two 15-second segments, Klunk & Millan was able to even further appeal to individual target groups.

“What we are trying to do with the broadcast components of this campaign is first grab the eye and ear of our specific audiences and then provide them with a message that is as emotionally gripping as it is informational,” says Derek Fincke, copy director at Klunk & Millan. “If you are considering physical rehabilitation, you need to choose someone you can trust, someone who provides state-of-the-art care, and someone who is close to home. We did our best to make sure our listeners and viewers know that Good Shepherd is truly their best choice.”

Founded in 1908 by the Rev. John and Estella Raker, Good Shepherd has steadily expanded over the last 95 years to now serve Allentown, Bath, Bethlehem, East Stroudsburg, Easton, Kutztown, Laurys Station, Lehighton, Palmerton, Schnecksville, and Slate Belt. Good Shepherd is one of the most advanced rehabilitation institutes in the world. For more information, visit www.GoodShepherdRehab.org.

To view and listen to Good Shepherd’s 2005-2006 broadcast campaign, please use the links at right. (You must have QuickTime installed to view the television spots).