How our LET THEM PLAY campaign is designed to improve reputation and stem out-migration.
Situation
Arkansas Children’s is respected across its state, but known for care in Little Rock, not in the biggest city in its Northeast corner, Jonesboro. To address that, Arkansas Children's turned to Core Health to develop a campaign in the fall of 2019 to reintroduce its newly renovated children’s Jonesboro clinic. For residents, the Arkansas Children's presence in their corner of the state meant they wouldn't have to drive out-of-state to get the specialty care they deserved.
Solution
We determined Millennial Moms are the “bullseye” of the target, those most likely to have children under the age of 18 at home. Research showed they rate being a good parent as one of the most important goals in their lives. We used that information to reach an insight that would differentiate and build a vital emotional connection.
Results
We designed a campaign to increase appointment requests and brand awareness and affinity in the face of strong competition, while building a magical connection between Arkansas Children's and families in the area. It’s the result of collaborative thinking between our team and our client – a partnership that affirmed crystal-clear strategy and creative that sparkles.
According to quantitative research, the brand’s unaided awareness in Northeast Arkansas doubled in 2020 over the prior year, as did the brand’s share of experience (percentage of total healthcare experiences in the market).
The campaign was recently recognized with a Silver Award from the Service Industry Advertising Awards in the full integrated campaign category.
Our challenge was to convince families that with the Arkansas Children’s Hospital Jonesboro Clinic, parents in Northeast Arkansas didn’t need to drive out of or across the state for specialty care.
We needed a call-to-action that said “stay close” to deliver on our desired perception. We needed something that built a powerful link between that simple, rational need to believe in great local access to care with the ultimate emotional driver of parents – being a good parent and giving their children great lives. Once we recognized the emotional needs of the audience, the insight that drove our concept was simple.
Because kids deserve the best specialty care. And you deserve easy access.
Our concept grew from there ...
Core created an outstanding campaign for our Jonesboro Clinic because it is clearly grounded in 'voice of the customer.' Both the campaign development process and the execution itself are perfect examples of how we are aligning ourselves with best-in-class external partners - partners who are helping us evolve our marketing approach and improve our impact to Arkansas Children's.
The campaign is currently in market with a media campaign that includes video that was produced on-location in Jonesboro and animated digital display, while saturating the market with print and out-of-home executions.
