The Heart & Vascular Hospital at Hackensack University Medical Center
Challenge: Develop a theme and materials to launch a major fundraising campaign for a new cardiovascular hospital within a well-established regional medical center with national reach.
Situation Analysis: Hackensack University Medical Center has earned a strong reputation for excellence in cardiac care, but its physical facilities were aging and the various facets of cardiac and vascular medicine were scattered throughout the medical center. Whatâ€™s more, increased regional competition for cardiovascular patients threatened the hospitalâ€™s market share. To enhance its ability to provide a new level of collaborative care, HUMC set out to create a â€śhospital within a hospitalâ€ť that would concentrate its cardiovascular specialists and equipment in a single location, specifically redesigned to better serve the needs of patients and practitioners alike. This ambitious project, with a price tag of $75 million, came at a time of national economic turmoil, making it an even greater challenge for the medical centerâ€™s professional fundraising staff.
Solution: Create a campaign that emphasized the central desire of not only cardiovascular patients, but every human being â€” to be able to live a longer, happier life.
Strategies: To strengthen the emotional connection, Crown developed a campaign theme that offering hope for those with heart and vascular disease â€” A Beat Beyond. This theme carried a double meaning. It acknowledged the Heart & Vascular Hospitalâ€™s goal of extending life despite cardiovascular disease while simultaneously suggesting that the quality of care provided at the new facility would be above and beyond the norm.
The campaign casebook and accompanying video conveyed both the emotional and scientific reasons to support the new Heart & Vascular Hospital. To ensure an emotional connection with the reader, Crown created a poetic opening for the casebook, complete with imbedded soundtrack, which emphasized the universal desire to extend life. The emotional case was supported by sections highlighting the practical advantages in creating the HVH, based on a series of in-depth interviews with physician leaders who helped put a human face on the more technical aspects of cardiovascular care. This latter was especially important as it helped promote the exceptional expertise of the players involved and added to their power in supporting the campaign.
Results: The campaign was successfully launched at a special event at the Meadowlands Arena, and the new campaign has achieved more than half of its fundraising goals despite difficult times for public donations.
Click here and just turn the pages to see what they saw.
Working For You - Crown Advertising is a 19-year old agency dedicated to 21st century marketing. We have helped some of the New...
Smart marketing and advertising is about making human connections. It's about understanding what your consumers really want, and developing strategies that make...
Crown Advertising is a full-service marketing and advertising agency, offering a host of services developed and managed by some of the region's top creative professionals. Turn to us for:
At Crown, we believe in bringing humanity and purpose to your brandâ€¦in making your image something that inspires people to think about you as more than another company, but as a part of their lives.
Over the years, weâ€™ve gotten branding â€” and rebranding â€” down to a process that starts with answering some basic questions:
- What do you want your customers to believe about you?
- What do your customers believe about you now?
- What gaps exist between your self-image and your customersâ€™ perceptions?
- What information will help fill those gaps?
Ideally, this process of discovery does not stop with managementâ€™s assumptions. When possible, we strongly recommend the use of actual consumer research to go beyond the conventional wisdom and get to the heart of how your organization is perceived. Crown will work with you to develop the right combination of qualitative and quantitative research methods to provide the information you need to succeed. Armed with this knowledge, we will help you decide the right course of actionâ€¦whether it is a completely new corporate image, freshening up your existing brand, or a new marketing approach to help your brand make an indelible mark in the minds of your stakeholders.
- Web Development
- Social Networking
- Internet Marketing
- Search Engine Marketing
- Email Marketing
- Interactive Media
- Mobile Communications
Above all, Crown provides strategic guidance, helping you make the most of your available budget while managing your brand online â€” connecting your organization to a world of possibilities.
- Sales Sheets
- Capabilities Brochures
- Specialty Mailers