Our Work | Sparrow Health System
Sparrow Health System was seeking to raise market awareness of its prestigious affiliation with the Mayo Clinic Care Network (MCCN) as it neared the two-year anniversary of this ongoing relationship. A campaign was implemented across various media channels to leverage MCCN brand equity and remind the Sparrow market of the benefits of this affiliation.
We launched the overall design direction and key messaging to guide campaign elements and build a foundation for strong brand equity, consistency and recall. The value of the affiliation was emphasized by highlighting the combined expertise and best practices of Sparrow and Mayo, their shared values, philosophies and beneficial technological advances. Sparrow’s existing “Choose Wisely. Choose Sparrow.” tagline was leveraged where appropriate.
Master Brand Campaign
Working within the MCCN partner communication guidelines, we created a fully-integrated campaign including: print, digital content (display, PPC, Facebook, SEO, web content, and digital video), a year-long billboard series, in-hospital POS, elevator wraps, and radio. The campaign was rolled out in a two-stage process: Year 1 focused on high-level branding, while Year 2 incorporated more service lines and specialized expertise. We not only created community-focused marketing, but also internal tactics to further educate and gain buy-in from staff.
Alongside the major branding campaign, we designed a multi-channel marketing campaign to help bolster fundraising for the Hospital’s new Cancer Center through the Sparrow Foundation. While main goals included educating the community on the construction process and driving fundraising, the underlying purpose was to build brand awareness for the new Cancer Center and highlight the MCCN partnership. We developed a campaign theme (Give for Cures) and call-to-action (Your Gift Matters) to be strong and impactful, yet soft and inviting in order to speak to a variety of audiences with a wide range of giving abilities.
This was a brand awareness campaign and the client wasn’t too focused on getting metrics, however with there being large digital effort, we were able to pull some valuable numbers: