Class:
Multiple Audience Promotion
Objective:
To commemorate the medical center's
opening of a new tower with expanded health care capabilities.
Strategy and Execution:
A striking
architectural design for the new tower of the medical center became
the focal design element in celebrating the new facilities for
employees, medical personnel and local and regional dignitaries. At
a banquet for the building dedication, custom lucite cylindrical
pieces containing a replica of the building were part of the floral
arrangement at each piece setting for attending medical
professionals and dignitaries. Earlier that day, employees were
hand-distributed solid brass-on-leather key fobs. In addition, the
dedication ceremonies were held in conjunction with a health care
symposium at which participants, upon registration, received ball
point pens and custom legal pads gold foil stamped with the medical
center name and logo. A direct mail/media relations campaign
complimented the campaign.
Results:
"Attending
physicians have contacted the medical center wanting to know more
about the medical center's services and expressing their desire to
attend next year's symposium," the hospital's director of public
information and marketing said.
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