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Memorial Hospital
Background
With Memorial Hospital’s 100th Anniversary rapidly approaching, the hospital’s in-house communications staff was pressed for time to prepare a communications program to mark the centennial celebration.
Branding + Strategy
Functioning as a team member with the hospital’s communications staff, Cukjati conducted numerous interviews and intensive research into Memorial’s history, reviewing historical documents from the Beth El School of Nursing, the Pikes Peak Library District and the El Paso County Pioneer’s Museum. The research was used to prepare a six-month advertising campaign to include:
— An internal and external communications plan
— 60-second and 30-second television spots
— A newspaper ad campaign
— An historical display for public and employee events
The Result
In a random sample of area households conducted following the campaign, respondents were asked to identify the first medical facility that comes to mind when the word “hospital” is mentioned. The results show that 48.4% of those surveyed identified Memorial Hospital, a 4% increase in “Top of Mind Awareness” for Memorial over their primary competition, Penrose Hospital. The 100th Anniversary program is extremely well received by city officials, the Memorial board of directors, the community at large and the hospital staff. The program also resulted in an unexpected but very pleasant side benefit—a marked increase in morale among hospital employees. The television campaign received a Gold Addy Award at the 2004 Pikes Peak Advertising Federation awards presentation, and then went on to win a bronze Addy at the regional level in Salt Lake City.
“Cukjati helped us pull together an important program within a tight timeframe, perfectly capturing what we wanted. We view the 100th Anniversary program as one of our most positive public campaigns.” — Rita Burns, Vice-President, Administrator, Communications/Marketing, Memorial Health System
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