Tuft's Floating Hospital for Children
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You Don't Have to be Big to be Strong
For years, Tufts Floating Hospital for Children has been overshadowed by Boston Children’s Hospital. It has been outspent in advertising and has a limited number of marketing employees supporting promotions and donation generation. Working with Tufts Floating Hospital’s creative agency, we created a unique, local, and emotion-provoking visual campaign presented across multiple screens throughout the Boston market, a truly multi-channel approach to building awareness.
Solution
We leveraged the empowerment creative messaging platform, “You Don’t Have To Be Big To Be Strong,” to bring our message to our parental target audience to secure Tufts Floating Hospital as a considered and preferred pediatric healthcare solution.
As the underdog in the market, we needed to use this as a theme that would work at a corporate level and reflect the point of view of the children they support and heal.
The position of “You Don’t Have to be Big to be Strong” was established. Our media strategies would also reflect this positioning by building creative articulations of our message in relevant environments.
Establish the Floating Hospital for Children in experiential environments that would allow our message to be highly engaging and relevant to our target of parents with children. Take an ownership position that would better demonstrate our “You Don’t Have to be Big to be Strong” positioning.
With a limited budget, we were able to generate awareness for Tufts Floating Hospital for Children among their target audience of parents with children under the age of 18 by visually and emotionally showcasing within the following channels in the local Boston market:
- Broadcast & Cable TV placements focused on top-rated and family-friendly programming in the early morning, primetime & cable dayparts
- Social Media featured newsfeed short videos across the audience of Parents of children under 18
- Steaming radio, including Pandora :15 &:30 videos alongside companion banners
- Showcased the 30-second videos across major cinemas in MA throughout the summer between Memorial Day and Labor Day
Tufts Floating Hospital videos and articles were featured within the blogs of 15 local influential parenting bloggers and then amplified on their respective Facebook pages.
Partnered with the Boston Bruins to help create, for the 1st time ever, an App centered around adult fans and their children.
You Don't Have to be Big to be Strong
Results
The results of the high-impact campaign generated an increase in awareness, engagement, and efficiency from the prior year campaign.
The campaign delivered 430 attributable direct physician appointment conversions.
The results of the 1st ever App with the Boston Bruins created a strong positioning for Tufts Floating Hospital for Children and delivered tangible results:
- Drove over 14,900 visitors to the landing page
- The campaign delivered over 286,000 homepage takeover impressions
- Over 350,000 emails were submitted as a result of the App
- There were just shy of 3.9 million social interactions
- Exposed our App to 500,000 loyal Bruins fans at the games
- Disseminated 60,000 Roster Cards, 30,000 Children's Activity Books, and 5,000 Posters
- There were 423 requests for physician appointment conversions.
Increased All Key KPIs
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