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Challenge.
2011 is a crucial year to continue to build brand awareness and consumer preference for Arnold Palmer Hospital for Children, with a new competitor, Nemours Children's Hospital, entering the market in 2012. Arnold Palmer Hospital's goal is to secure the position as the pediatric hospital of choice for moms. Given the fact that a new competitor is coming into the market, Push wanted to create a campaign that showed Central Florida that Arnold Palmer Hospital has been around for over 20 years, caring for the kids in Central Florida.
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Strategy.
Through a user-generated campaign, parents are engaged with the Arnold Palmer Hospital brand, uploading pictures and videos of their children who have been patients at the hospital over the last 20 years. There are 2 phases to the campaign. Phase 1 had a "calling all patients" message that was directed towards parents within Arnold Palmer Hospital. Phase 2 included the "meet our kids" message and was targeted to the Orlando market when the microsite was populated with a sufficient amount of photos.
Campaign Rationale: For over 20 years, Arnold Palmer Hospital for Children has been right here in Central Florida caring for kids. We’ve watched them grow. We’ve celebrated their victories and mourned their defeats. We’ve seen milestones come and go. Birthdays. Holidays. Happy days. Sad days. We’ve been here through it all. Over the past two decades, we’ve been more than just a hospital. We’ve been a part of the community. And the kids we’ve cared for have been more than just patients. They’re a part of our family. They’re our kids. And we can’t wait for you to meet them.
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Results.
In less than three months, the microsite has had more than 200 images uploaded by parents, and 6,463 page views. Visitation has already gone up 60 percent.
