Tombras Group - A Full Service Advertising Agency with a Digital Mindset

The Tombras Group

Using Celebrities to Build Your Healthcare Brand

Using celebrities has long been a proven method of building awareness, but making the celebrity relevant to your brand is a critical challenge. The message needs to be brand-centric but also fit the spokesperson‘s personality.

Two elite pro quarterbacks have a close relationship with a pair of big-time Tombras healthcare clients; Tennova Healthcare and KentuckyOne Health. The Tombras Group creative team tailored each campaign to the player’s strengths.

In a new statewide campaign for Tennova Healthcare – a Community Health Systems subsidiary and one of the largest hospital networks in Tennessee – Peyton Manning talks about why he came to trust the Tennova team. In a state full of Volunteer fans, Manning is the perfect person to deliver that message for Tennessee’s most trusted healthcare system.

Teddy Bridgewater achieved celebrity status as a three-year starter at the University of Louisville. The second-year pro had no problem coming back home to talk about the great team they’ve built at KentuckyOne Health. The fast-paced spot is representative of the hard work it takes to be Kentucky’s one name in healthcare.

The Tombras Group, a 150-plus-person, full-service, national agency, is the 2015 Ad Age National Small Agency of the Year. Our offices are in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters).

Welcome to the Content Factory

Screen Shot 2015-08-26 at 11.18.26 AM“Content is King.” Bill Gates’ prophecy from the 90’s proved to be spot-on, and in 2015, it has never been more relevant. The old days of having a social media coordinator or manager create content in a vacuum are over. Today, brands need content that both connects to the overarching brand messaging and that equals the quality of more traditional forms of content.

At The Tombras Group, we have a unique structure that quite literally connects our social media community managers with creative teams and content producers – they work adjacent to each other and collaborate daily on creative posts. The resulting content delivers huge engagement numbers, drives positive consumer sentiment, and, most importantly, leads to website conversions that boost our clients’ ROI.

As we’ve written in the past, video has emerged as the most engaging and sharable form of content. Our creative process is particularly streamlined for video production, as our team of videographers and editors are able to collaborate freely with creative and social to produce relevant, brand-quality content. With four in-house editing bays, we don’t need to step outside the agency to produce great work quickly. Simply put, Tombras has become a “content factory.”

But this isn’t the end. We know that as new consumer channels are established, the need for great content will only grow. To keep up with tremendous growth, we are pleased to announce significant expansion of our content development capabilities. We will soon be building two additional video editing suites (bringing us from four to six) and adding new videographers, editors, and motion graphics artists to our staff.

2016 should be another great year for team Tombras.

The Tombras Group is a 150-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters).

Leveraging Facebook’s Video Delivery

FB-f-Logo__blue_114Facebook’s push to become a top tier video platform has been a hot topic as of late. Beginning with several tweaks to their algorithms to push video higher up your news feed, Facebook has implemented a number of changes to the way video is delivered on their platform. Introduction of their attention-grabbing auto-play feature has led to more complete views, and users can now make video playlists. Now, video reaches 35% of audiences versus only 14% for photos and 4% for text-only posts.

These changes have been incredibly effective. As of April of this year, Facebook eclipsed 4 billion video views per day, matching that of YouTube. It’s an incredible stat, and even more so when you consider that number is quadruple what they averaged a year ago. Clearly, a premium has been placed on the ability to publish great video content.

The Tombras Group has been ahead of the curve on these changes, and has gone all-in on video to take full advantage of this opportunity for our clients.

  • With four in-house video editing suites fully staffed, we deliver high-quality, high-value video content for our clients quickly and efficiently.
  • Our creative teams focus on developing campaigns that consumers want to share
  • The Tombras social media staff strategically tailors campaigns for each social media platform

Below are a couple examples of highly effective Facebook video campaigns.

This brand-centric video for Farm Bureau Insurance of Tennessee has been viewed over 6 million times… or 177 times the number of people in FBITN’s fan base.

This veteran-honoring video for the Southeast’s #1 independent grocer really resonated with our multi-state fan base. It’s racked up over 5 million views to date on Facebook and generated thousands of letters, emails and phone calls.

The Tombras Group is a 140-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters).

Analytics and Optimization Strategies for B2B Campaigns

Implementing a comprehensive analytics and optimization plan is critical. In a recently completed campaign for a Tombras Group national B2B client, this approach yielded an enormous return on investment.


After executing a comprehensive website redesign, we then optimized our digital advertising, SEO and social media campaign using a carefully considered set of Key Performance Indicators, each of which were monitored on a custom dashboard in real time. This approach allowed for a holistic view of how the brand was performing against established KPIs, including:

  • Channel Data – This lets us see not only where visitors are coming from, but also where converters come from. This allows us to optimize the display campaign to increase awareness and traffic and tweak our paid search to deliver higher conversion, improving results at the top and bottom of the conversion funnel.
  • User Behavior – We track user activities as they pertain to goal metrics across the entire digital eco-system. They’re tracked directly from code embedded in the website, giving us a real-time look at exactly what behaviors are part of the pathway to conversion. This was especially important for tracking interaction with the client’s loyalty program and social media efforts.
  • Seasonality Study – By tracking traffic week-over-week, month-over-month and year-over-year, we’re able to define industry seasonality and determine the optimal time to implement our various marketing campaigns.
  • Key-Page Visitation – Product category visitation viewed in conjunction with actual monthly sales data shows us how user behavior on the website is affecting the bottom line.

The campaign maximized its potential through optimization that led to incredible results:

  • Overall visits increased 341%
  • Unique visits increased 468%
  • Views of the dealer section up 756%
  • Sales increased 6.4%

All clients at The Tombras Group have customized and proprietary analytics programs tailored to their specific needs. This gives us the opportunity to innovate everyday to find new ways to increase revenue and ROI for our clients.

The Tombras Group is a 140-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters).