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.
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.
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.