Banner Cardon Children's Hospital Case Study
Client: Banner Health
Campaign: Opening of Cardon Children's Medical Center
Overview: In November 2009, Banner Health, Arizona's leading
healthcare provider and one of the nation's largest nonprofit
health systems, opened the new home to Cardon Children's Medical
Center. The newly-built seven-story facility allowed the medical
center to expand from 145 to 248 beds, including a new enlarged
pediatric emergency room, as well as units for pediatric
rehabilitation, radiology, cancer care, intensive care and neonatal
intensive care. It is the first children's medical center in the
Banner system and Arizona's first hospital designed from the ground
up "through the eyes of a child." Cardon Children's filled a
desperate need for additional pediatric beds in the Valley. The
Lavidge Company's goal was to tell this story to local, trade and
national media outlets and to raise awareness within the community
that a new alternative for pediatric care was coming. To accomplish
this, we assisted in the execution of a number of events leading up
to the opening and reached out to local, trade and national
media.
Client Testimonial: "We couldn't have done it without
you."
-- Jeff Holeman, Director, Public Relations, Cardon Children's
Medical Center
Objectives:
- Increase awareness of Cardon Children's Medical Center among
national, trade and local media
- Position Cardon Children's as the preeminent destination for
pediatric care in the Valley
- Demonstrate Banner's commitment to the community
- Promote Cardon Children's as a unique, child-centered
facility
- Highlight Cardon Children's many new pediatric specialty
areas
Strategies:
- Assist in executing a community event focusing on children's
summer safety. The "Banner Kids Summer Survivor Fair" highlighted
hospital specialty areas in a fun, carnival-like environment
- Pitch and assist with a media open house and tour of the new
facility
- Pitch community open houses for the public and local
officials
- Assist with planning and execution of opening-day
festivities
Implementation:
- Researched and pitched targeted reporters, editors, segment
producers -- locally and nationally
- Secured event sponsorships and provided on-site assistance
- Recruited local mascots and celebrities for events
Results:
- Earned Media Value: $298,221
- Earned Media Audience: 2,893,897
- Coverage: Raising Arizona Kids, Arizona Republic, Arizona
Business Magazine, Fox 10, ABC 15, East Valley Tribune, 99.9 KEZ,
NBC 12