As part of its partnership with Spirit of Women (SOW), a national organization dedicated to building hospital business by uniting women and physicians around a common cause - that of improving their own health and their families’ health – San Antonio Community Hospital (SACH) opted to participate in SOW's signature event, Spirit Girls' Day Out (GDO), determined to make it an annual event with hundreds of women in attendance. For the inaugural event, and five subsequent events, Ignite has been commissioned to create alluring and dynamic artwork to entice women to attend this multigenerational health fest. Each year Ignite is challenged with finding new and creative ways to recreate the event and give women a new reason to attend.SOLUTION:
The 2012 theme for the annual GDO was inspired by Paris fashion. The event included a fashion show, pampering, health education and breakout sessions, beauty tips, signature tote bags with gifts, shopping exhibits, and more.
Every element required was designed to evoke the feel of Paris. The first piece of business was to find a way to gain a larger reach than any previous year. The marketing plan included Eblasts, save-the-date postcards, web advertisements, cable and radio ad spots, and print ads.
Eighty-five promotions were broadcast by KOLA radio personality Cindy Davis, who has a general reach of 377,000 listeners each day.
The 30-second cable spot was created in Aftereffects using motion graphics, music, VO and established event branding elements to promote the event and encourage pre-registration - which was a requirement for attendance. Seven hundred and seventy-four spots were aired over a period of four weeks.RESULTS:
GDO has continued to build in attendance each year. The first year the event was held in SACH's auditorium with just over 100 women participating. The 2012 event was held at a convention center where almost 800 women gathered to treat themselves to a day of health, fun, and friendship. The attendance goal for 2013 is 1,000. SACH has been able to document that more women are:
Additionally, SACH is gaining critical exposure for all hospital departments and service lines. Over 30% of the women attending in 2012 indicated they were not previously aware of all of SACH's services. The event has allowed the hospital to build its email list, thereby expanding its reach, developing loyalty, and ultimately enhancing market share.
GDO has helped the hospital strengthen its media relationships. In 2012, the top ranked FM radio station in the area broadcast live from the event. Representatives from two local magazines and the daily newspaper were also in attendance. These relationships have translated into human interest stories about SACH's patients, services, and technological advances.