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Archive for December 22nd, 2008
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| Objective: | While keeping its maternity center open during remodeling, the advertiser wanted to alleviate patient stress; attract new patients; thank staff who served during renovation; bring people to an open house; and attract media coverage of renovated facilities |
| Strategy Execution: | The 500-bed acute care hospital elected to keep its maternity center functioning during a renovation and creation of a women’s wellness center. The target audience of 3,000 included patients, medical staff, hospital board and administrators and ultimately, the local media and community. “Celebrate Life” was the theme, and patients during renovation were issued terry-cloth robes for their stay along with radios with earphones. When the new family member arrived, buttons and yard signs reading, “It’s a Boy (Girl)” were distributed, with stickers reading, “I am a big brother (sister)” given to siblings. The babies were given T-shirts. Shopping bags containing safety plugs, baby sitter memo magnets and other specialties were set out in a cradle for new parents to take. An unexpected highlight was the 90-foot plywood temporary wall over the construction area - new parents were invited to sign the wall, then began to add baby footprints, original art and birth announcements. When the renovation was completed, art from “The Wall” was used on hospital literature, open house invitations and news releases. Coasters constituted the invitation, four-mug sets with wall art were given to parents whose art was used, and maternity wing nurses received coaster/ mug sets. The media were invited with yard signs, coasters and mugs festooned with balloons. All pieces emphasized the “wall that didn’t divide.” |
| Results: | The target for the open house was 200, and more than 600 attended. Two of three television stations and the leading local newspaper covered the event. |
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