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Memorial Hospital for Children
Background
Memorial Health System, a non-profit, community health care system owned by the City of Colorado Springs sought to introduce its expanded pediatric service line and children’s hospital accreditation to the southern Colorado target market, and explain why they have invested so heavily in this service line. Memorial also wished to differentiate itself from Children’s Hospital of Denver, which owns the “Children’s Hospital” brand in the state of Colorado.
Strategy + Branding
Cukjati conducted primary research through a BrandMapping™ session with the chief of medicine, chief administrator and other staff members of Memorial Hospital for Children, as well as with the Health System’s marketing and communications staff. The agency also conducted secondary research on trends into children’s hospital branding. Based upon this marketing intelligence, the agency created the branding tagline: “Memorial Hospital for Children… Because Angels Ache, Super Heroes Crash and Fairies Fall.”
Creative
The agency creates an integrated communications campaign targeted at major population centers in southern Colorado (Colorado Springs, Pueblo, Canyon City and Lamar). The campaign included:
— 30-second television spot
— A newspaper ad campaign
— An outdoor advertising campaign
— A capabilities brochure
— 5-minute fund-raising video
— Signage
The Budget and Result
— $150,000+ budget
— In a random sample of area households conducted in El Paso, Teller and Pueblo Counties in April 2005, an overwhelming number of respondents (60%) identified Memorial Hospital (as opposed to Penrose Hospital) as their hospital of choice for pediatric services.
“The Children’s Hospital ‘Because…’ campaign clearly established the Colorado Springs Children’s Hospital as a separate and equal brand to Denver’s Children’s Hospital, and placed us superior in pediatric services to our major competitor — Penrose Hospital.” — Rita Burns, Vice President, Administrator, Communications and Marketing, Memorial Hospital
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Services
Brand Research
Brand Vision
Account Planning
Creative
Market Research
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