THE BUSINESS CHALLENGE
Improve intern and external brand perception, position WhidbeyHealth as the community’s healthcare provider of choice, improve economic vitality and create an army of advocates.
The Strategy
Raise awareness and elevate perceived value of local access to cutting edge healthcare services, resources and highly skilled healthcare professionals who deliver them. Create a positive relationship with local & regional media, support fundraising initiatives and provide a platform for sustained, community centric engagement and organizational growth.
The Tactics
Define a strategic brand, differentiated positioning, and powerful visual experience system built around unique visuals of employees in action.
Created multiple informational and inspirational videos that showcase the diverse services, multiple facilities and reinforcing the local access to cutting-edge, high quality healthcare.
Defined a comprehensive multi-touch, multi-channel MarCom plan, featuring a comprehensive, easy to navigate web experience, print and digital advertising, collateral and social media strategy, tactics and sustained audience engagement.
Execute multiple integrated product/service campaigns and launch events including the opening of 2 new walk-in clinics, a new pharmacy and a state-of-the-art joint replacement program.
Create a series of assets, templates, and resources with prescriptive guidance to support the internal MarCom team in creating brand consistency and effective marketing resources.
The Story
Created multiple informational and inspirational videos that showcase the diverse services, multiple facilities and reinforcing the local access to cutting-edge, high quality healthcare.
Attract and Retain Talent
Defined strategy and launch a sustained internal morale campaign including creation of WhidbeyHealth HEROES. Sustained public awareness campaign featuring staff, services, and exceptional patient outcomes.
Created messaging, templates and resources to support local and national recruitment campaign, annual report spotlighting staff achievements including recognition for consistent quality care for over 50 years.
Garner Support
Mobilizing community support for frontline heroes when COVID disrupted island life.
Created strategy, framework and execution of a monthly magazine spotlighting staff, services, achievements and the latest WhidbeyHealth news.
Executed multiple successful fundraising campaigns, engaging over 75 new donors in the first campaign and raising over $900K. Introduced direct marketing, print ads, and video, breaking historic campaign results.
Lead successful initiative to garner public support for a $6M tax levy, the first in over 40 years.
Results
Reduced previous MarCom spend by 40% in first year. Shifted internal and public perceptions, elevated brand awareness and garnered record-breaking support and secured the first ever $6M levy. Increased credibility, staff and brand recognition, received multiple awards and public support.
Provided resources to support ongoing marketing efforts by internal team.
