Community Health Partners Awareness Campaign Situation: COMMUNITY HEALTH PARTNERS CAMPAIGN - MORE THAN JUST A HOSPITAL Objectives: Respond to research and create a campaign that clears up misconceptions about Community Health Partners. Promote services that are “centers of excellence.” Strategy: Create an integrated campaign including print advertising, television, radio, outdoor, media relations and in-house literature. Execution: Campaign included Lorain County newspapers, county cable TV, direct response and both broadcast and newspaper media relations. Results: Increased market share to make Community Health Partners the largest hospital system serving Lorain County. Improved awareness of services. Improved customer satisfaction/preference. Corporate Identity New Service Introduction Situation: IRELAND CANCER CENTER COMMUNITY HEALTH PARTNERS - GRAND OPENING Objectives: How do you respond to market research that shows lower than acceptable satisfaction ratings, utilize the reputation of one of America’s top cancer centers, and thereby build the cancer care practice at Community Health Partners? Strategy: An integrated marketing communications program included media relations, community relations, public relations, special event marketing, outdoor, print, radio and TV advertising, as well as a major open house. Execution: A well-timed communications campaign reached target audiences 7 to 20 times through an integrated media and media relations plan that touched Lorain County’s women 25 to 65 through radio, TV, outdoor and newspapers. Results: More than 620 people attended various open houses, business grew dramatically and co-branding helped to raise Community Health Partners and University Hospital awareness and preference ratings in Lorain County. Logo Type Development
Objectives: Refresh the Allen Medical Center Foundation logo, reflecting a new energy and initiatives of the organization. Strategy: Client focus group sessions and review of best practices were used as the basis for logo development. Execution: The rollout of the new Foundation logo was a consistent and positive support along with improvement in the Foundation’s approach to the community. Results: The cleaner, easier to read logo provides a highest level of recognition by the community…signifying a change that is good for southern Lorain County. |
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