Awards
The Way It Was
In 2010, Markham Stouffville Hospital Foundation was in the beginning of a capital campaign for its $ 50 million expansion for the hospital without succinct branding and marketing strategy to achieve its ambitious goal.
The Challenges
Government only pays for 70 percent of hospital expansion costs, leaving the local community to raise the remaining 30 percent. Public awareness about the $50 million expansion campaign was minimal, with the additional challege that it is one of the Canada's most diverse communities
The Insights
Research revealed that we needed to conntect to Markham's diverse ethnic community in a different way. With the help of ethnic leaders, we were able addressed specific giving triggers. For example, the Muslim community gives mostly during Ramadan, and second generation newcomers are more likely to be reached via social rather than traditional media.
The Actions
Customized integrated online and offline marketing campaigns addressing the needs of Markham's diverse community with targeted online, newspaper, magazine ads including outdoor advertising reflecting their tone and style of giving. Launched social media campaign via Facebook and Twitter to achieve awareness about our cause in these diverse communities.
The Results
The Foundation raised more than $1 million from the Pakistani Muslim community through this campaign. Marketing achieved over 8 million impressions in 1 year by successfully launching an integrated online and offline campaign.
Created close to one thousand tweets with over 700 followers within year 1 including 400 friends on Facebook. Marketing ensured that over 80% in Markham heard about the largest fundraising campaign in York Region, which contributed in raising over 70% of campaign goal to date, 3 years prior to target.