Create community buy-in, develop a new brand, educate stakeholders, and support these efforts throughout traditional and digital media.
Goal
Gain the support of community influencers and stakeholders for Sunnyside Hospital's move into the Yakima market through the purchase of Yakima Regional and Toppenish Community Hospitals and reintroduce "Regional Health" as "Astria Health" all within one month.
Strategy
Field Group focused first on building creative assets and a media plan within two weeks. The media plan helped the team quickly implement key messaging through TV, radio, print, digital, social media, direct mail, theater slides and billboards, and within four weeks all media was running. FG built the plan to span 12 months with messaging shifting throughout the year and introducing the new organizational name once the sale was final.
Field Group also helped Astria's marketing director solicit community influencers, draft customizable letters to stakeholders and letters to the editor, and created talking points for stakeholders to communicate to media, community groups, and the Yakima Herald-Republic editorial board.
Outcome
The hospital successfully closed its sale, and in 2018 FG launched a new brand campaign under the Astria Health brand.
