Challenge
Build awareness, audience for the new hospital
Solution
Creative concepts through paid media, graphics, social media and media relations
Results
Extensive media coverage, unparalleled social media engagement and strong marketing reach
Challenge
Saint Joseph Hospital, one of Denver’s oldest hospitals, was in the final stages of building a new, state-of-the-art facility. GroundFloor Media (GFM) was brought in the year leading up to the hospital’s opening to support the move with creative campaign development, paid media, social media engagement, and media relations.
Solution
GFM conducted a competitive and digital audit of Saint Joseph Hospital digital platforms to determine how it could improve. The team then developed a social media content strategy and an ongoing social media editorial calendar to create consistent community engagement. Those organic efforts were combined with social media promoted campaigns to assist with growing the hospital’s presence and reach on key platforms. GFM also implemented a visibility campaign via digital display targeting outside of the hospital’s social networks. The GFM team designed a mailer sent to 8,000 households and a 16-page insert about the hospital that was included in the Denver Business Journal, as well as a spadea wrap for The Denver Post. GFM developed core messaging and proof points for use in all internal and external communications, built targeted media lists, created an infographic to share with reporters that included the hospital’s 141-year storied history, and organized several behind-the-scenes hardhat tours before the hospital opened to familiarize reporters with the hospital and to build relationships with the hospital’s leadership team.
Results
Saint Joseph Hospital’s social media platforms saw huge growth in followers and likes – including a Facebook community that grew from 820 to well over 12,000. Social media engagement peaked on the hospital’s opening day with a photo of first baby born at the hospital reaching more than 50,000 people. Dozens of reporters attended the two media sneak preview tours, resulting in extensive media coverage leading up to the hospital’s opening. In a weeklong span around the hospital’s opening, more than 30 stories ran on all five Denver TV stations and KOA radio.
