Here’s to You

Valley Health

Outshining city lights: A hometown healthcare triumph.

The Challenge

With big-city hospitals just an hour away, how do we transform Valley Health from the region’s chosen system to its preferred system?

The Solution

Celebrate what makes Valley Health special by building a bold brand campaign around its unique connection to the community.

Building Belief:Establishing Brand Preference

Despite 73%* of patients having a positive perception of the brand, many would consider University of Virginia or Johns Hopkins if they were closer. Our mission: drive preference for this hometown system with a bold, new campaign that connects in a deep, emotional way.

*Consumer Perception Research May 4, 2022 conducted by Valley Health

HERE’S TO THE VALLEY:AN AUTHENTIC CONNECTION

While their standards of clinical care and service rival larger systems, our client can lay claim to something no other system can: They know the Valley because they’re from the Valley.

HERE’S TO YOU is a toast to this fact and the people, places and way of life found here. It’s a message delivered by the family, friends and neighbors who call the great Shenandoah Valley region home.

CREATIVE THAT CONNECTS

BREAKING THROUGH ON A BUDGET

One goal was to ensure each dollar of a restricted budget showed itself on screen or in print. Stretching production resources to include an extensive stills library was one way we delivered more bang for the client’s buck.

But the work also needed to resonate. From attention-grabbing videography to an anthemic track from a GRAMMY-winning composer to human touches like handwritten fonts, we helped our client deliver an embrace to the people of the Valley.

SOCIAL REACH

NEW PEAKS FOR THE VALLEY

As Valley’s first agency-of-record and stewards of its first major campaign, we employed a transparent, educational and collaborative process that proved to be just what the doctor ordered.

Our social numbers speak for themselves, eclipsing our overall projections midway through the campaign.