Case Study:

Integrated Marketing/Community Relations/Publications

The situation
St. Elizabeth Medical Center sought to build awareness of the significant contribution that the medical center makes to the community and enhance the public's understanding of its mission as a non-profit institution.

The strategy
To gather and organize a strategic body of information about St. Elizabeth Medical Center's contributions to the community that clearly demonstrates its nonprofit mission and its leadership role in shaping the community's quality of life, and to convey that information in a compelling (and efficient and fiscally sound) manner to a wide audience as well as to key leaders in the region.

The execution 

• Rose Communications met with stakeholders, including hospital board members and executive administrators, to define the goals of the project.
• Rose interviewed dozens of community members and hospital staff to gather program information, client numbers served, demographics, financial figures, community partnership facts, and explore individual stories of lives changed.
• Rose Communications advised that a "Community Dividends" Report be published - providing the community with transparent information about all the "dividends" that the community realized from the contributions St. Elizabeth made annually.  The report would also serve as a "songbook" for the staff and board to sing of the hospital's good work.
• Rose Communications was editor for the resulting publication, wrote all copy and directed all photography and graphic design.
• All photography was original, taken at the hospital and in the community.
• Rose Communications guided the printing process and the distribution of the report through insertion in the region's daily newspapers.

The results
A beautiful four-color, 12-page oversize publication printed on 100-lb. glossy stock replete with original photography and stock full of facts and information about St. Elizabeth Medical Center's work in the community.  More than 60,000 reports were printed and distributed through newspaper insertion, U.S. mail and at the hospital's facilities.