Western Slope Health Center

OVERVIEW:

When a business changes names, one of the daunting challenges can be building awareness for the new brand. That was the task facing Western Slope Health Center in Placerville, CA, as they sought to let adults over age 50 know about their new name and logo.

STRATEGY:

Since both senior citizens who need care themselves and the children of seniors looking to find care for their parents were important audiences, Comcast Spotlight worked with Western Slope Health to develop a plan reaching both audiences. Television advertising focused on the facility's primary market area, El Dorado, with commercials on networks like CNN, FOX News and MSNBC. Online advertising utilizing in-banner video was delivered in the same area. The ads included a direct link to the center's website, where audiences could watch a more detailed video about the facility and its amenities.

SUCCESS:

  • Above-average click-through rates of 3 to 5%, equating to 40-50 per month on average.
  • Two hundred minutes or more of video viewing per month.
  • With the success of the campaign, Western Slope Health Center expanded its multi-screen campaign to a second zone.
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