Manufacturing B2B eCommerce Supply Chain Management Integrated Marketing
X

“We’ll Meet You at the Corner”

Annual Report Turned Quarterly Outreach Newsletter

THE BACKGROUND

Founded in 1966, Hills & Dales General Hospital is a critical access hospital with 25 beds serving Tuscola County and surrounding areas in Michigan’s Thumb Region.

THE PROBLEM

The hospital had already been in the community for many years, but awareness of the hospital’s charitable foundation in the community was limited. Awareness of the foundation with estate planning attorneys and financial planners in the geographic region also was limited, so it was seldom presented as a viable, local giving option.

THE SOLUTION

Hills & Dales Foundation opted for a full-color, eight-page annual report that featured custom content and vibrant color photography to communicate its messages. The report included a calendar of events, employee testimonials, and short pieces on hospital services, all which subtly reinforced the work of the foundation in supporting the mission of the hospital.

THE RESULTS

The piece mailed to more than 5,000 households based on zip codes and income. Feedback was instantly favorable, hitting the mark on goals of outreach and awareness for both the hospital and its foundation. Response to the mailing was so strong, the hospital elected to launch a quarterly patient health and wellness newsletter with a similar format.