Class:
Internal Promotion/Budget
Objective:
To improve employee morale and
community image.
Strategy and Execution:
Morale was low and community image poor after two "bad" physician episodes and an
inactive media relations program. The theme "Bridgeport Hospital: A
View of the World" was selected to depict the hospital as a leader
in the region and beyond. A humorous, four-color design was created
and printed on posters placed around the hospital and used on
t-shirts and mugs. The t-shirts were given away personally by the
president and chief operating officer of the hospital during a
two-hour period for each of the hospitals three shifts. All 2,500
employees were made aware in advance of the t-shirt distribution, so
all who were interested knew they would be available. Shirts were
also sent to the media. Mugs were presented to key individuals at
meetings both in and outside of the hospital.
Results:
Of the 2,500
employees, 2,300 picked up a shirt over the three shifts, with
several employees asking to purchase additional shirts. T-shirts are
now sold at the gift shop and the mugs are being used as gifts to
key hospital visitors and new
employees. | 
