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Promote New Facilities
Class: Multiple Audience Promotion
Objective: To alleviate hospital patients' stress and attract new patients during a facility expansion; to thank staff who served during renovation; to bring people to an open house; to attract media coverage of renovated facilities.
Strategy and Execution:
A 500-bed acute care hospital, the client elected to keep its
maternity center functioning during a renovation and creation of a women's
wellness center. The target audience of 3000 included patients, medical staff,
hospital board and administrators and, ultimately, the local media and
community.
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. Babies were given t-shirts, and shopping bags containing safety plugs, baby sitter's memo magnets, and other promotional products were set out in the hospital room for new parents to take.
An unexpected highlight was interest generated in the 90-foot plywood temporary wall over the construction area; new parents were invited to sign the wall, then began to add babies' footprints, original art and birth announcements. When the renovation was completed, art from "The Wall" was used on hospital literature, open house invitations, news releases, and coffee mugs. The media were invited with yard signs, coasters and mugs festooned with balloons.
Results:
The target for the open house was 200; more than 600 attended,
and two of the three area television stations covered the event, as did the
leading newspaper.
