|
Norwegian American Hospital Launches Awareness Campaign Targeting Hispanic, African-American and General-Market Moms
Friday, October 10, 2008
PACO Communications Named Agency of Record
CHICAGO, Oct. 10 /PRNewswire/ -- Norwegian American Hospital has just
announced the launch of its "Delivering Small Miracles" campaign, designed to
build awareness of its long-standing commitment to providing the highest level
of services and care through its Labor and Delivery, Special Care Nursery and
Mother/Baby units.
The campaign rolled out in Chicago with a focus on public relations and
advertising via billboards, geographically targeted cable television, movie
theaters and non-traditional retail channels. The campaign, which targets
Hispanic, African-American and General-Market moms, features the headline
"Recibimos pequenos milagros todos los dias" ("Delivering small miracles every
day").
"Norwegian American Hospital has been serving Chicago's near north side
community since 1894," said Michael J. O'Grady Jr., the hospital's President
and Chief Executive Officer. "However, the community we serve has grown
tremendously and become more diverse within the last few years and so we
wanted to build awareness about our dedication to primary and preventive
health care and our reputation as a premier delivery hospital."
Norwegian American Hospital tapped the expertise of PACO Communications,
Inc., an integrated Hispanic communications agency with clients such as
AeroMexico, Tampico Beverages and Harris Bank, to develop the consumer
marketing campaign. A major goal was to strengthen perceptions of the
hospital as a premier family health care provider to capture a larger and
broader market share.
"PACO understood the challenge we faced in competing with neighboring
hospitals with marketing budgets much larger than ours," said Carmen Negron,
Director of Marketing for Norwegian American Hospital. "PACO designed a
campaign that incorporated stand-out creative imagery and could be delivered
through unique and cost-conscious media vehicles across multiple segments with
maximum impact."
"Due to Norwegian American Hospital's trade area, we opted for a highly
targeted program using cable and non-traditional media to really weave the
hospital's message into consumers' daily lives in unexpected ways," said Ozzie
Godinez, Vice President of Marketing and Co-Founder of PACO Communications.
Specific tactics include commercials that will run during pre-feature
programs in movie theaters, advertising on pizza boxes and grocery carts, and
imagery imprinted on grocery store floors. Various public relations strategies
will also be employed, extending the reach of existing initiatives such as the
hospital's car seat safety checks, breast cancer screenings, diabetes wellness
fairs and blood drives.
"We wanted the advertising imagery to connote Norwegian American
Hospital's commitment to compassionate community health care in a visually
striking way with broad appeal among its very diverse target demographic,"
said Pablo Acosta, PACO's Chief Creative Officer and Co-Founder.
Imagery featured in the ads includes highly stylized photographs of
infants, as well as doctors and nursing staff. The key objective of the
imagery was to create an immediate emotional connection and position the
hospital as a premier option for compassionate and high quality labor and
delivery services in the neighborhood.
The campaign will run through May of 2009 and will be in both Spanish and
English.
Norwegian American Hospital's Labor and Delivery, Special Care Nursery and
Mother/Baby units offer comfortable surroundings with the newest technology
and equipment to provide family-centered care that allows expectant mothers to
have a comfortable birthing experience. Other related services include ante
partum testing, childbirth preparation classes, lactation counseling, and
mother/baby educational classes.
Located at 1044 North Francisco Avenue, Norwegian American Hospital serves
a diverse population within the Austin, Bucktown, Humboldt Park, Logan Square,
West Town and Wicker Park neighborhoods.
ABOUT NORWEGIAN AMERICAN HOSPITAL
Norwegian American Hospital is an acute care hospital on Chicago's near
north side. Norwegian provides high quality and compassionate health care
services by partnering with patients and their families, our employees,
physicians and the communities we serve. For more information about Norwegian
American Hospital, visit http://www.nahospital.org.
ABOUT PACO COMMUNICATIONS, INC.
PACO is an integrated Hispanic communications agency located in Chicago.
One of the fastest growing Hispanic agencies, PACO doesn't fit the traditional
agency description or mold. Often considered a boutique shop, their expertise
is everything but that. With client partnerships like Tampico Beverages,
Harris, Easter Seals, AeroMexico, Aetna Insurance and National Pork Board
(among others) -- their experience crosses borders and categories. With a
full multicultural and multilingual team, PACO creates ideas that motivate
consumers and makes brands relevant not just memorable. The agency is 100
percent minority owned and operated.
Media Contact:
Katherine Key, 773-489-1700
kkey@pacocommunications.com
SOURCE PACO Communications, Inc.
|
|
|
|
 |
Microsoft Announces New Zune Pass Music Subscription Model | Nov 20, 2008
|
|
VIZIO Comments on Pending Litigation: Certain Patent Claims By Funai Electric Co. Initially Found to Be Invalid, While the U.S. Patent and Trademark Office Has Initially Found All the Claims to Be Invalid | Nov 20, 2008
|
|
AT&T Warms Up for Winter Storm Season in Upstate New York | Nov 20, 2008
|
|
Internet Fax, VoIP, Phone Card Integrated in OneSuite | Nov 20, 2008
|
|
We Ski(TM) and Johnny Rockets - Two Hot Brands Come Together for One Cool Promotion | Nov 20, 2008
|
|
VIZIO Expands Product Collection with Focus on Big Events in '09 | Nov 20, 2008
|
|
Kindred Healthcare, Nation's Largest Post-Acute Healthcare Provider, Selects Allscripts Referral Management | Nov 20, 2008
|
|
EnerDel Announces Acceleration to Phase Two of Defense Department R&D Contract | Nov 20, 2008
|
|
Myxer Gains Top Mobile Rankings; Surpasses 15 Million Users; Adds New CFO and EVP of Sales | Nov 20, 2008
|
|
Alliance Data's Canadian Loyalty Business Signs Multi-Year Renewal With Canada's Leading Casual Dining Brand: Boston Pizza | Nov 20, 2008
|
|
|
