
Fong Menante
Expert in Branding
Featured Services
Featured Work
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Transforming Community Health Alliance Brand Visibility through Strategic Planning and Execution
Client Challenge: Community Health Alliance (CHA) needed to boost facility usage and brand visibility in a competitive Reno healthcare market with an underutilized service network.
Objective:
Launch an integrated branding and media campaign to increase facility usage by 10% over two years and establish CHA as Reno’s leading healthcare provider.
Strategy & Execution:
Research & Segmentation:
Identified key audience groups through deep qualitative and quantitative analysis.
Media Planning:
Built a channel strategy aligned with usage, recall, and engagement KPIs.
Creative:
Developed messaging focused on CHA’s accessibility, expertise, and community commitment.
Channel Mix:
Deployed TV, radio, outdoor, digital, SEM, social, and content marketing for broad and targeted reach.
Partnerships:
Negotiated added-value media placements and strategic sponsorships.
Results:
15% increase in facility usage—exceeding the goal.
Over 20% lift in unaided brand recall and favorability.
Elevated CHA’s standing as a trusted, community-focused healthcare provider.
Key Takeaway:
A fully integrated, data-driven media strategy enabled CHA to grow brand impact, deepen trust, and surpass growth targets.
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Launching the "HURT!" App with Precision Media Planning and Buying
Client Challenge: Reno Orthopedic Center (ROC) aimed to drive rapid awareness and adoption of its new 24/7 orthopedic advice app, HURT!, among a targeted audience—while delivering strong ROMI.
Objective:
Launch an omni-channel media campaign to quickly generate app downloads and usage, delivering measurable results in the first phase.
Strategy & Execution:
Partnered with ROC to develop a data-driven campaign tailored to active, health-conscious consumers.
Audience Analysis:
Targeted individuals and families prone to orthopedic injuries.
Channel Mix:
Combined digital (search, social, mobile ads) with traditional (radio, outdoor) for broad impact.
Optimization:
Used real-time tracking to refine messaging and channels.
Messaging:
Highlighted the app’s speed, accessibility, and convenience.
Results:
560% ROMI, far exceeding expectations.
Surpassed app download goals in the Reno DMA within months.
Reinforced ROC’s position as a tech-forward healthcare leader.
Key Takeaway:
Strategic, insight-driven media planning can powerfully launch new tech products, as demonstrated by HURT!'s rapid adoption and ROI.
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Driving Historic Voter Engagement through Strategic Media Planning
Client Challenge: Amid the COVID-19 pandemic, the Nevada Secretary of State needed to ensure voter safety while maintaining election integrity. The goal: motivate at least 65% of active voters to use mail-in ballots during the 2020 election, despite skepticism and a tight timeline.
Objective:
Launch a 12-week, omni-channel campaign to drive mail-in voting among at least 65% of active voters.
Strategy & Execution:
Partnered with the agency and Secretary of State to deliver a high-impact media plan.
Audience Analysis:
Researched behavioral trends and demographics to segment voters.
Channel Selection:
Blended traditional (TV, radio, outdoor) and digital (display, social, search) media for broad and targeted reach.
Negotiations:
Secured 30%+ added value in media buys.
Optimization:
Used real-time dashboards for agile performance adjustments.
Messaging:
Communicated the safety and simplicity of mail-in voting.
Results:
98% of active voters voted by mail—exceeding the 65% target.
Achieved full media saturation across Nevada.
Generated historic voter participation with strong ROI.
Key Takeaway:
A fast, insight-led media strategy can overcome major challenges and deliver exceptional outcomes under pressure.
About

Fong Menante
As the Principal Owner of a consulting firm, I have over 18 years of experience in driving strategic development, brand strategy, and campaigns across multiple channels. I partner with and manage cross-functional teams in research, strategy, creative, and traffic & production to ensure alignment with overall communication goals using an audience-first approach. I am a relationship builder and highly effective communicator who can build consensus by focusing on the narrative. I am successful at motivating and supporting high-functioning marketing team members to meet or exceed data-driven benchmarks.