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INTEGRATED MARKETING CAMPAIGNS
Featured below is a very small sampling of the numerous integrated marketing campaigns I managed in my previous role in marketing and communications at Baylor Scott & White.
CANCER INTEGRATED CONSUMER CAMPAIGN (CTX REGION)
CREATIVE SPECIFICS:
This 18-month comprehensive, integrated campaign featured three cancer survivor testimonials and ran in 2016-2017. The intent was to bring awareness to current and potential Baylor Scott & White patients, that the Cancer Institute was THE comprehensive diagnostic and treatment destination in Central Texas, backed by a fully-integrated health system.
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TARGET AUDIENCES:
A40-75; insured; HHI $35k+
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TACTICS:
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Print ads
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Billboards
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TV ads
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Radio
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Web testimonials
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Paid web banners and videos
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SEM paid search
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Google Ads
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Unique URL and designated website
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Magazine features
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Movie theater ads
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GEOGRAPHY:
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Primary markets: Killeen/Temple,
Waco, Austin DMA, Brian/College Station
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Secondary markets: Marble Falls, Brenham
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BUDGET:
Approx. $1 million+
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CANCER INTEGRATED CONSUMER CAMPAIGN (WACO)
CREATIVE SPECIFICS:
This six-month campaign ran in 2016-17 and promoted the recent opening of the cancer center at Baylor Scott & White Hillcrest-Waco. It's intent was to use a survivor testimonial to highlight advanced cancer care.
TARGET AUDIENCES:
Women A40-65; insured; HHI $35k+
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TACTICS:
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Print ads
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Web testimonials
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Paid web banners and videos
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SEM paid search
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Google Ads
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Unique URL and designated website
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GEOGRAPHY:
Primary market: Waco DMA
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BUDGET:
Approx. $150,000
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McLANE CHILDREN'S INTEGRATED MARKETING CAMPAIGN
CREATIVE SPECIFICS:
I started work on the pediatrics service line when it was still a "hospital inside a hospital" and didn't even have a Facebook page. In 2011, we celebrated the grand opening of the new freestanding hospital with a huge community event. In 2012, we announced the name change of the hospital to McLane Children's. In 2013, I promoted the opening of the new five-story multispecialty clinic next door. All the while, I was responsible for creating a new website, social media accounts, and blog, promoting select subspecialties, announcing a partnership with Texas Children's Hospital in Houston, promoting new clinics, driving clients to the first drive-through flu clinic, and more. Because the budget was significantly cut prior to the opening of the new hospital, we performed a lot of "guerrilla" marketing, collecting email addresses and adding people to our social accounts.
TARGET AUDIENCES:
Women A18-50; insured; HHI $35k+
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TACTICS:
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Collateral materials
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Paid web banners and videos
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New website
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New Facebook and Twitter accounts
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New blog
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Press releases
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Direct mail
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Billboards
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GEOGRAPHY:
Primary markets: Temple/Killeen
Secondary markets: Waco DMA, Round Rock, College Station
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BUDGET:
We produced TV spots announcing the opening of the hospital and had a sizable campaign ready to launch. However, our $1Million+ budget was sliced to about $200,000 due to the economic crisis that hit our health system prior to launch.
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BLOOD CENTER MARKETING CAMPAIGN
CREATIVE SPECIFICS:
This year-long comprehensive campaign was my first major campaign at Baylor Scott & White and ran in 2007-08 to promote the opening of the newly expanded Scott & White Blood Center. Through donor and survivor testimonials, the goal was to create more awareness for the center and take back market share from a competitor who was edging into our market. The campaign also included a major internal drive to get more employees to donate, as well as a grand opening event.
TARGET AUDIENCES:
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A18-65
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Employees
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TACTICS:
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Print ads
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Billboards
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Direct mail
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Radio
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Web testimonials
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Website donor appointment form
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Press releases
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Collateral pieces
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Donor stickers, pins, and magnets
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GEOGRAPHY:
Primary market: Killeen/Temple
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BUDGET:
Approx. $150,000
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SPORTSCARE (ORTHOPEDICS SERVICE LINE)
CREATIVE SPECIFICS:
As part of the orthopedics services line, I was in charge of launching the SportsCare program for the Central Texas region at the end of 2016. To help promote this program, I hired two SportsCare reps in the Temple and Waco markets to promote the program to outside physicians, athletic trainers, chiropractors, etc. I also created this six-month campaign. The budget was later increased to enable a greater marketing spend to include the Austin/Round Rock, College Station, and Marble Falls regions.
TARGET AUDIENCES:
Adult and youth athletes; A40-65; insured; HHI $45k+
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TACTICS:
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Print ads
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Billboards
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Radio
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Web testimonials
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Paid web banners and videos
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SEM paid search
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Unique URL and designated website
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Magazine features
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GEOGRAPHY:
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Primary markets: Austin DMA, Brian/College Station, Killeen/Temple
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Secondary markets: Marble Falls, Brenham
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BUDGET:
Approx. $250,000
STROKE CAMPAIGN (NEUROSCIENCES SERVICE LINE)
CREATIVE SPECIFICS:
During Stroke Awareness Month in May 2016, I ran a special campaign centered around a patient testimonial. To get patients engaged, we created an online Stroke Risk Assessment and used that as our CTA. We also created a survey for employees and hospital visitors to take at a booth we set up for several days inside the halls of the main hospital. To help promote our services to EMS personnel and transferring emergency departments, we created a special Stroke Transfer Hotline for them to call the stroke center directly.
TARGET AUDIENCES:
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A40-65; insured; HHI $45k+
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EMS personnel
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Referring emergency departments
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Employees
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TACTICS:
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Print ads
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Billboards
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Web testimonial
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Interactive web survey
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Paid web banners and videos
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SEM paid search
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Unique URL and designated website
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Posters and information booth for internal audiences
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GEOGRAPHY:
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Primary markets: Killeen/Temple, Waco, Bryan/College Station
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Secondary market: Round Rock
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BUDGET:
Approx. $200,000
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