Digital Marketing + Campaign Management
St. Barnabas Health System is a long-standing organization with a core focus on senior living options in Western Pennsylvania. SBHS has several lines of business including retirement living communities, a medical facility, home care operations, two golf courses, several restaurants, an auto-mechanic, a furniture resale store, a grocery store, and talk radio station.
SBHS BRAND MANAGEMENT
For ongoing brand awareness, we ran several display ad, social media, and search campaigns in the extremely competitive service area.
Previously, St. Barnabas lacked any brand consistency or standards. Our team developed a color palette and font rules to bring the traditional brand into a more modern look using jewel tones and bright accents.
SOCIAL MEDIA
CAMPAIGN MANAGEMENT
I was charged with implementing multi-channel campaigns. Integrated communications were developed for memory care, independent living, and home care.
This meant managing print and digital vendors to run email drips, tiered mailers, as well as managing search, display, and Facebook ads, adjusting them as needed for performance.
PRINT ADS + COLLATERAL
SBHS had several business lines and departments in need of print collateral. Previously, St. Barnabas had a disjointed brand. In collaboration with the Design team, we were able to make consistent, attractive print pieces. We also developed updated print advertising that we used in local PA publications.
HUMAN RESOURCES + RECRUITING
Supporting the St. Barnabas Health System's Human Resources included designing attractive onboarding materials, job advertisements, and recruiting videos.
EMAIL MARKETING
SBHS emails were mainly for fundraising and announcements.
Average open rates for a weekly newsletter were 19-23% while fundraising campaigns had an open rate of 25% with 5% click-throughs.
EVENT MARKETING
St. Barnabas Charities would have several fundraising events throughout the year. One event in particular was a luncheon called "Ladies Day Out."
This was a successful, sold-out fundraising event with a custom-designed look as well as promotional materials.
