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GIA 2003 Excellence Winner
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Mary Lou McCaa, Director of Special Projects, Ed
Resenberger, Photographer, Jason Burgess, public Relations Associate,
Bill Swensen, Graphic Designer, Jo Lee Heaton, Director of Major
Campaigns
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Publications - Single or Special Issue
University Hospital Foundation (University of Utah Hospitals & Clinics)
Newspaper Insert - "The Day May Come..."
A special insert for the local newspapers was designed as part of a broad-based
media campaign (TV, radio, newspaper and direct mail) to promote a $14,000,000
capital campaign for a new critical care wing to the University Hospital.
The insert preceded the community campaign and was meant to alert the
public to the importance of the project. It was designed to create a sense
of urgency and necessity. A direct mail solicitation to selected zip codes
of the city followed, three
weeks after publication.
Goals
- To use the insert as a key element to make the community aware of
the Foundation.
- Lay the groundwork for raising funds from a broad section of the
community.
- Obtain assistance from the Foundation's Public Relations/Marketing
Committee
(14 volunteer professionals) to oversee the photo shoots, convert the
conceptual idea pieces
into layout and refining the "look" to convey the right impression,
selection of the size of the
piece, and the day it would be included in the newspaper.
- Raise $14,000,000 over three years.
Results
- Feedback from the community was very positive.
- Foundation notified of three planned gifts and received just under
$1million dollars in gifts.
- Employees and physicians were vocal about the sense of pride they
felt to see their hospital put
forward so effectively.
Contact: Jo Lee Heaton, Director of Major Campaigns, and Mary
Lou McCaa, Director of
Special Projects, (801) 587-6500; marylou.mccaa@hsc.ut.edu
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