Client Spotlight: St. Mary Focuses on Its Employee “MISSION”April 16, 2019
AKCG worked with St. Mary Medical Center to develop an internal communication campaign to engage employees in the hospital’s new advertising campaign, exclusively featuring St. Mary physicians, employees and volunteers. The campaign theme was “MISSION,” highlighting the organization’s focus on being a compassionate and healing presence for its community.
AKCG, in tandem with the St. Mary team, developed a three-day internal campaign rollout program. To ensure that every St. Mary employee had the opportunity to take part in some part of the preview festivities, the campaign aimed to (1) build excitement among as many employees as possible — both within the hospital itself and its satellite locations; (2) offer employees a preview of the external campaign; and (3) provide a series of fun, memorable events.
The three-day campaign included:
Day one: Four times throughout the day, St. Mary’s CEO presented the campaign, described the importance of showing it first to employees and unveiled a “sizzle reel” of campaign elements that featured actual employees.
Day two: A MISSION-branded ice cream truck, fully wrapped with campaign images, visited St. Mary’s satellite locations, where employees enjoyed MISSION Mint Chocolate Chip, Compassionate Chocolate and Living Our Values Vanilla Ice Cream, in MISSION-branded cups. Additionally, employees received MISSION-branded swag bags packed with MISSION-themed items. Smaller satellite locations not included on the ice cream truck route received large candy baskets from the popular candy store, Dylan’s Candy Bar. To ensure hospital employees felt included, the team served sweet treats in the cafeteria in MISSION-branded cups and handed out ice cream novelties to overnight shift workers.
Day three: To end the internal campaign on a high note, the team hosted a boardwalk-themed employee appreciation day in the hospital’s cafeteria, featuring large boardwalk props and accompanying snacks, as well as MISSION giveaways and MISSION-themed banners for each employee to sign. By providing signatures, employees expressed their re-commitment to the St. Mary mission.
Big visuals: Throughout the three-day preview events, the campaign began to take shape across the hospital’s campus. Large-scale images from the campaign — including elevator wraps, floor-to-ceiling wall displays, window clings and light-pole banners — were installed in high-traffic areas of the hospital. The culmination of these visual elements was a 40-foot banner collage of employee images draped on the exterior wall near the hospital’s main entrance.
AKCG was able to help the St. Mary team introduce and provide a sneak peek of the new advertising campaign to employees in a fun, engaging and effective way.