Marketing Strategy, Copy & Producing - Pensacola, Florida
Baptist Health Care
Now open campaign
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If opening a new hospital is big, then opening a new hospital as a locally owned, patient-centered health care system is an opportunity of EPIC proportions. I had the privilege of partnering with Baptist Health Care’s team to develop marketing strategy, campaign concepting and copywriting for their long-awaited new campus launch campaign. Later, I served as producer for the four-day video and stills production, where we saw the complete campaign come to life.
The marketing strategy leveraged the legacy and familiarity of Baptist Health Care while promoting the new facility’s key attributes. Copy was developed to support system-wide launch communications while also enabling synergistic service-line specific campaign elements.
The added challenge of this shoot included coordinating schedules of crew while balancing needs of staff, doctors and providers — as well as effectively managing a complex environment under construction with strict rules and regulations.
The added bonus of this shoot was working with a great, energetic team (crew + hospital employees alike) who were all buzzing with excitement for the new hospital.
At-a-Glance
Client: Baptist Health Care
Location: Pensacola, FL
Photographer/Director: Matthew Coughlin
Producer: Stephanie Boerjan
Director of Photography: Destyn Patera/Lensea
Photo Assistant: Blake Baylor
Post Editor: Nick Gray
Make-up Stylist: Laura Lee Showalter
Make-up Stylist: Lisa Robinson