1. New Emergency
Department
Grand opening and marketing
campaign
2016

2. Emergency Department: Campaign Overview
• Goals:
1. High attendance at community open house
event (Grand Opening)
2. Raise awareness through ongoing campaign
of new Emergency Department capabilities
• Key messages:
1. New facility opening January 2016
2. Faster, better medical care

3. Four public events
• Employee open
house
• EMS lunch and
tours
• Foundation donors’
preview
• Community open
house

4. Print campaign
Hastings Star Gazette (HSG), Trade Winds,
South Washington County Bulletin, KDWA
• Tours resulting in
earned coverage
• Two-part paid
advertising
campaign:
• Grand
Opening
promotion
• 3-month
ongoing
awareness
campaign
• Four-page wrap
• Front page ads
• Half-page ads
• Quarter-page ads

5. Social media, online advertising, email
marketing
• Similar, two-part campaign to
print
• HSG web ads plus re-targeting
ads across multiple websites
• Email marketing campaign to
37,000+ people within 15 miles
• Social media promotion
(Facebook, Twitter)

6. Online at allinahealth.org/regina
New short URL:
Allinahealth.org/reginaemergency

7. Event materials

8. Other promotional pieces

9. Results – Open House campaign
• 700-plus attendees at community open house; 1,200-plus at all
four events
• 108,373 online ad impressions delivered Dec. 14-Jan. 9 at click-
through rate of 0.25 percent (national average is 0.08 percent)
• 37,380 messages sent in email campaign; 2,953 were opened
(7.9 percent) with another 248 (8.4 percent) opening the re-
blast
• Five print ads in three papers (including two four-page wraps)
• Earned media in Hastings Star Gazette and on KDWA radio
• Organic social media campaign (Facebook, Twitter), reaching
10,861

10. Ongoing awareness campaign
• Six-month billboard
campaign
• Six-month digital radio
campaign (Pandora)
• Print ad campaign
• Paid social media
campaign
• Chamber newsletter
sponsorship
Left:
Pandora
banner
ad
Left: Billboard on
Hwy-61 through
Hastings
Right: One of
four promoted
posts on
Facebook

11. Results – Awareness campaign
• Result: Patient ED visits 8.8 percent above budget (Feb) and 3.5 percent
above budget (March)
• Result: 1,611 visits to Regina Hospital ED webpages (4,139 % increase
over same period in 2015 – 38 visits) Feb. 15-April 15
• 4,171,821 impressions from outdoor billboards Jan. 1-June 30 (estimated)
• 1,496,262 impressions from digital radio ads (0.16% click-through) Jan. 13-
April 10
• 211,871 impressions delivered through online and retargeting
campaign Feb. 15-April 15
• Paid social media campaign reaching 14,317 through Facebook
• Alternating ½- and ¼-page ads in subscription Hastings Star Gazette and
free Trade Winds newspapers for three months (combined circulation 18,515 for Q1 2016)
• Reached 190 Prescott area businesses through sponsorship / native
advertising in Prescott Chamber newsletter