Spire healthcare

Raising Awareness Of The New State Of The Art Spire Hospital Opening In Nottingham in April 2017

Target Audience

Potential patients in the area within proximity of the hospital (Nottingham, Lincolnshire, north Leicestershire and east Derbyshire)

FOcus of the messaging
Extraordinary People, Extraordinary care
  • The value that the hospital will bring to the community both through employment opportunities and healthcare excellence
  • The first class medical professionals who run the hospital
  • The state of the art facilities available to patients such as the brand new MRI scanner
  • Nottingham: a centre of excellence for healthcare
  • Staff being part of the Nottingham University Hospital trust
  • Preventative work done to support health in the local community
  • Involvement in the local sporting community
CAMPAIGN goals
  • Achieve awareness of the new hospital opening
  • Attract traffic to the Spire Nottingham website
  • Funnel new visits to conversion
KPIS
  • # mentions in the press
  • # traffic from referral to the Spire Nottingham Website
  • % increase of searches for Spire Nottingham related keywords
  • # positive conversations created on social and wider web
  • # traffic from social media adverts
  • # links from blogs
Campaign idea
Extraordinary people, Extraordinary care

Communicating the hospitals values through the personalities of the staff

Creation of a range of videos and supporting content for Promotion On Social Media, to Local Media And Bloggers

  • Creation of social media videos showcasing the extraordinary People who run the hospital. These videos are targeted at the end patient introducing them to the staff and giving them an idea of the kind of care they'd receive. Please see below for examples of videos we produced for Monarch and Medacs that follow a similar theme.
  • Creation of supporting news content to be pitched to the local press (with Colin’s help to make the most of his regional contacts and reduce cost). This would include videos that would be targeted at press to convey the amount of new jobs created for the local economy.
  • Creation of unique graphics from imagery gathered on location to be used on social Facebook advertising. Please see an example of graphics for SACO below.

www.behance.net/gallery/45889737/saco-(20-units)

  • Social media set-up, management and advertising
  • Outreach to influencers and bloggers
Budget

On location Videos: 1 x filming days on location for 3 videos

£4,800

Social media videos: 4 videos

£3,200

Written content: 8 feature articles

£1,000

6 custom graphics

£850

Facebook advertising and management campaign

- £1,500 campaign management fee

- £3,000 advertising budget (to be spent over 3 months)

Blogger outreach for the aquisition of 10-15 links

£3,500

Third party media budget

£1000 to £1,500

Credits:

Created with images by Unsplash - "audience crowd people" • Unsplash - "lens camera lens focus" • Gael Varoquaux - "Ski touring: up to the mountains" • Photo-Mix - "digital marketing new technologies internet" • Unsplash - "light bulb lightbulb light" • FirmBee - "office tax business"

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