Androscoggin Valley Hospital

Androscoggin Valley Hospital

“REASONS” Image/Brand Campaign

AVH needed a stronger brand image and service line campaign to both rally and inspire their internal teams and connect with the community.  STA recommended bridging the gap between AVH’s goals and consumer awareness and perception by creating a strong, new “umbrella” positioning for all service lines, based on a foundation of indisputable facts.

Our Campaign Positioning Statement sums it up:  There are many good reason to stay right here and choose Androscoggin Valley Hospital for all your healthcare needs.  Reasons like our high quality medical care, top rated doctors, caring nurses. Improving lives and strengthening our community by providing exceptional healthcare are the reason we exist as an organization.  Why go any further than you have to when you’re the REASON that matters the most?

Creative Solution:
STA’s creative solution began with writing and producing a custom music theme to underscore all broadcast and web videos.  Then, we created an overall campaign design, a custom microsite, enhancements to the hospital’s web site, a digital ad campaign, direct mail, TV, radio, outdoor, print, YouTube and other web videos. A comprehensive media plan was designed and implemented by STA.

The results are in:  A recent, independent research study was completed in November 2014.  After only a six-month media run of our new campaign, nearly two-thirds of respondents mentioned AVH (unaided awareness of 63%), up 14% from 2012 to the highest level seen in AVH’s studies.  Also, “likely use” of the hospital was up 10% to a total of 70%. AVH is anxious and confident to continue the successful REASONS campaign into its second year in 2015, with expanded television, web videos, radio, and digital advertising, promoting additional service lines, and hospital benefits.

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