For the past 17 years BlaineTurner Advertising has been the full service marketing and advertising resource for United Hospital Center. In 2013, UHC tasked the agency with development of a total marketing campaign that would have a personal appeal to several different target groups. The client wanted to reach patients, families, and potential employees while using a strategy that would also reinforce branding. “This Is Where…” was developed as a total marketing and advertising campaign to drive conversion in the different target groups. The campaign was launched using traditional and social media, websites, landing pages, Google™ AdWords and video. Measurable objectives include landing page and website analytics as well as pay-per-click results. From June 2013 to June 2014, overall website visits have increased 79%. Visits to the two most frequented web pages, Find-A-Doc, and Employment, have increased by 13% and 10% respectively. The overall Google™ AdWord campaign click-through rates are 0.65%, exceeding the national average.“This Is Where…” has also won a 2014 silver Aster Award in the total ad campaign category. As new elements of the campaign are developed and released, BlaineTurner Advertising continues to measure overall impact to improve future strategies for the client.
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