BACKGROUND: Jackson Marketing Group was given the opportunity to manage Greenville Hospital System's (GHS) media. GHS is one of the Southeast's largest hospital systems and has multiple objectives for various services that target a wide range of audiences.
CHALLENGE: The challenge was to meet GHS's same objectives after they cut their media budget in half.
SOLUTION: Jackson Marketing Group developed a messaging strategy and ad campaign to drive audiences to the ghs.org website. The media program was optimized by transitioning GHS from using a traditional media strategy alone to one that incorporated nontraditional elements such as viral marketing, text messaging and content integration. JMG utilized the strategy of cross-platform media planning and buying, which allowed GHS to use traditional media, but in nontraditional ways. One example was foregoing a traditional endorsement strategy on the radio and creating a viral campaign where the radio personality is talking about the benefits of GHS and driving people to their own blog. Other examples included linking media with community relations and events, sometimes even creating custom events for GHS.
RESULTS: The balance between traditional and nontraditional programs has enabled GHS to triple their impressions with a reduction in their advertising budget. In essence, we achieved more for less, while reaching their audiences more effectively and achieving their communication goals.