CASE STUDYHospice of Wake CountyCHALLENGE:Wake County, North Carolina lacked a free standing Hospice facility to care for terminally ill patients who could not be cared for at home. Hospice needed to raise $2-3 million in public funds to build a new facilitys during a down economy. SOLUTION:Develop and implement a marketing strategy and a creative approach to raise funds. RESULTS:Fund goals for the building projects were met and the building is complete. Hospice of Wake County, and five other counties in the area, had a problem. How were they supposed to help terminally ill patients die in peace and with the support of family around them when they didn’t even have facilities to offer families that couldn’t care for patients at home? The solution? Raise $2-3 million through a public campaign to add to the $9 million in private funds already raised. Not an easy task during a down economy. Hospice of Wake County engaged Greg Duell, President, Founder and Chief Creative Officer of theLiveBrand to develop and implement a marketing strategy and a creative approach to help them raise the necessary money for their new building initiative. A CROSS CHANNEL APPROACH IS CRITICAL.Duell lead a creative team in a cross channel effort to raise funds. The plan included a TV Commercial, print advertisements and a Website that accepted and tracked donations as well as the progress of the building. The entire effort included: • Identity development SOCIAL MEDIA IS A COMMITMENT.“I would have liked to see Hospice be more aggressive in the use of Social Media,” Duell stated. “They have such a strong volunteer base. It wouldn’t take much to turn those diverse volunteers into a powerful movement online. It may still happen. I just think they weren’t quite ready to commit, and social media takes a conscious commitment in order to do it well.” A STORY WORTH FUNDING IS POWERFUL.Michael Blanchard, MA, VP of Development at Hospice of Wake County said, “The site is beautiful. The story the team put together was compelling. We appreciate all of Greg’s efforts in making this happen.” The end result? Wake County and four surrounding counties now have a premier Hospice Care Campus and their mission to attend to the care of patients facing the end of life has a huge shot in the arm. The new Care Campus is state-of-the-art and provides: THE CARE BUILDING.19,000-square-foot hospice home THE ADMINISTRATION BUILDING26,000-square-foot community building THE SANCTUARY AND BEREAVEMENT CENTER1,000-square-foot sanctuary MISSION ACCOMPLISHED. REALLY.The new Care Campus features the Care Building, a full administration building and a sanctuary and bereavement center open to the public. Of note, • Hospice of Wake County still delivers 90-95% of their care in the home of the patient or family For more information about the new building please visit: http://www.buildhospice.org/content/the+building/1489 HOSPICE OF WAKE COUNTY IS A LIVEBRAND.To learn more about theLiveBrand, CONTACT US NOW. |
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