FROM RIVALRY TO REVELRY: HOW ONE SPECIAL EVENT BROUGHT TWO COMPETING HOSPITALS TOGETHER

Client:

Assignment:

Put a happy face on a contentious standoff between Children's, a leading, privately-run hospital and Hughes Spalding, a financially-strapped, publicly funded hospital. Children's was in the process of expanding, which Hughes Spalding publicly opposed since it was fighting for its own survival. Our team helped to manage media strategy during tense negotiations between the two parties. Ultimately, Children's agreed to manage and operate Hughes Spalding and spearhead a $30 million renovation of the property. They asked us to help them announce this turn of events to the community.

Strategy/Implementation:

We conducted primary and secondary research regarding important audiences to each organization, paying special attention to Hughes Spalding's deep heritage with the African-American community. This research helped us shape goals and messages for the event. We had two goals: generate positive publicity for the management agreement and bring together key stakeholders from both organizations. Success would be measured in attendance and stakeholder support. We created an "agreement signing ceremony" in less than a month. Logistical challenges included the short timeframe, limited event space and the possibility the event would be cancelled if negotiations broke down after invitations had been issued. Our invitation was cleverly worded to acknowledge ongoing negotiations.

Results:

We achieved overwhelmingly positive coverage in 6 major broadcast and print outlets as well as regional AP wire and trades - 4.1 million print and 867,000 broadcast impressions in total. The event drew 200 stakeholders - close to three times the targeted audience - and garnered kudos from leaders ranging from Governor Sonny Perdue to Rev. Darrell Elligan of the Concerned Black Clergy.