SITUATION
Catholic Health Services of Long Island (CHS), which is comprised of six hospitals, three nursing homes, and an extensive Continuing Care Division, had little recognition as a health care system, and faced substantial competition in its primary market.
ACTION
CHS management selected EGC to develop a total branding initiative that would motivate patients and prospects, celebrate the spirit and mission of CHS, resonate with key stakeholders, differentiate and position CHS and its compassionate mission from key competitors, and align the entities to ensure system-wide awareness.
EGC’s campaign was based on research and began with the development of a new positioning for the system that leveraged the system’s strength and mission. This new positioning served as the basis for the development of all communications materials.
In addition to creating the system’s marketing materials, EGC also developed brand guidelines and standardized templates for each of the entities to insure marketing consistency throughout the system.
Marketing Communications Materials produced:
- New positioning and tagline
- Logo development for CHS and each of its entities
- Social media and community management of Facebook, Twitter and Google+ accounts system wide
- Creative advertising campaign including print, TV, radio, outdoor, transit, online, and internal communication materials
- Media planning and placement
- Internal campaign including video, posters, and other marketing items
THE FINISH LINE
The “At the heart of health” campaign launched Fall 13
