Cook Children’s Health Care System expanded its Northeast Center facility to include an imaging center. They wanted to promote the new services to the neighboring communities. This community is targeted by many upscale businesses, so Cook Children’s needed DeLaune to help them cut through the clutter.
DeLaune created a campaign consisting of community newspaper ads featuring photos of Cook Children’s pint-sized patients, coupled with a series of three direct mail pieces. Each direct mail piece included a promotional item for parents. The first mailer, sent before the center expanded, included a magnet with important phone numbers for Cook Children’s family of caring professionals. The second mailer, announcing that the expanded center was now open, featured convenient bandage packs for dealing with life’s little cuts and scrapes. And the third mailer, detailing the center’s full offerings, included a handy pack of travel-size soap sheets.
The center opened successfully and the campaign helped Cook Children’s exceed their projections for utilization of the facility.
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