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Creating Results

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Potomac Hospital

Potomac Hospital Marketing

Potomac Hospital Marketing

The Situation

After 32 years of renovations, incredible advances in medical technology, tremendous growth in the community, and changes in healthcare design and delivery, Potomac Hospital (now Sentara Northern Virginia Medical Center) began constructing a new patient care building at an estimated cost of $75 million, the largest healthcare capital investment since its inception. With a challenge grant in hand, the hospital was tasked with raising $1 million from the community.

Under the terms of the challenge grant, The Potomac Hospital Foundation formed a Capital Campaign Steering Committee to enlist the support of the public in this fundraising endeavor.

Potomac Hospital Marketing-situation

The Strategy

Creating Results recommended renaming the current campaign to emphasize that the hospital truly was a community hospital to enhance the local community's sense of ownership of and support for the project.

We then created collateral pieces highlighting the benefits of the new hospital so donors would know how their money would be spent and what the benefits were to the community.

Potomac Hospital Marketing-strategy

The Solution

By refreshing the campaign's name, which had been the “G-3 Capital Campaign” and then the “Campaign for the New Potomac Hospital.”

By simply replacing the word “the” with “your” to arrive at “Campaign for Your New Potomac Hospital” we were better able to emphasize that the hospital truly was a community hospital. The brochure we designed highlighted the benefits of the new hospital so donors would know how their money would be spent and what the benefits were to the community.

In addition to the brochure, Creating Results designed the Campaign logo, stationery package and other marketing and event materials and provided PR support.

Potomac Hospital Marketing-solution

The Results

The new campaign exceeded goal in pledges nearly a year before the deadline.

Potomac Hospital Marketing-results

“I firmly believe that Creating Results’ personal and professional involvement with our project has contributed vastly to this success.”

--Director of Development for Potomac Hospital Foundation

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