St. Luke's Hospital & Health Network
Campaign: Allentown Campus Grand Opening
After an extensive renovation process, St. Luke's Hospital & Health Network wanted to let people in the community, both the general public and medical professionals, know about the Allentown Campus's new Emergency Department and services. The hospital asked KSA&D to help get the word out. St. Luke's had already planned a two-day Grand Opening celebration; our job was to create a buzz around the public and professional events.
Borrowing some cues from popular culture, we developed a comprehensive promotional campaign driven by the concept of comic strip superheroes. To implement the overall marketing effort, KSA&D started with a multi-tiered teaser billboard campaign; each installment was a new panel in the comic. The billboard featured the St. Luke's iconic star as a beacon of hope and change above Allentown's skyline, positioning St. Luke's as the one the community can “call on” (and count on) for top-quality health care. The “signal in the sky” became the working brand for the entire campaign.
Following the billboard, the “signal in the sky” brand was adopted into newspaper and online advertisements for the Grand Opening celebration, as well as our dual direct mail campaign for the public and professional events. The public event was promoted as a community fair, with face painting, prize giveaways and crafts. The professional event was a banquet, featuring speakers from the local government and St. Luke's Hospital & Health Network, as well as a tour of the Allentown Campus's new facilities.
This extensive campaign resulted in one of St. Luke's most successful private and public events ever, over time increasing emergency room admissions to the Allentown Campus, as well as helping KSA&D win a 2008 MarCom Gold Award for Marketing and Special Events.