Community Engagement Strategy and Brand Activation Tactics for a Health-centric Lifestyle Campaign
Geisinger Health wanted to take their brand in a different direction. They knew that there was a huge opportunity to tap into the community in new ways but they needed a partner to assist them in bringing their vision to life.
DragonTree Media Group worked with Geisinger to:
Determine the scope of their public health initiative
Ideate possible outcomes
Develop a community engagement and guerrilla marketing strategy connecting to the larger organization’s mission, vision, and priorities
Develop and conduct training for their new community engagement brand ambassadors
Hire talented, charismatic team to be the boots on the ground brand ambassadors for Geisinger’s new public health campaign.
Manage the logistics of their Event In A Box program for smaller, internal events throughout their organization and various locations throughout the region.
Make an impression
Authentic connection is rare. But once encountered, people usually remember those rare moments for a lifetime.
Susan shares her experience interacting with the DragonTree events staff. Our client hired DragonTree MG to staff their events. There was rigorous training with theater exercises and mindfulness techniques before we unleashed our Legends on the region.
Our company specializes in sourcing quality event talent and training them to be more empathetic, active listeners capable of engaging in mindful connections that naturally lead the event attendee to want to engage with your brand because your brand comprises such dynamic Legends.
We make sure that these brief interactions make a positive impact on someone’s day. Of, in cases like Susan’s an indelible impression of their life.
Transforming Geisinger Health: A Community-Centric Approach
Transforming Geisinger Health: A Community-Centric Approach
Introduction:
DragonTree MG took on the challenge of redefining Geisinger Health from a traditional healthcare brand into a lifestyle-focused presence. The aim was to shift consumer perception from associating Geisinger solely with crisis-oriented healthcare to being an omnipresent partner in community wellness across Pennsylvania's Danville, Bloomsburg, Scranton, and NEPA regions.
Client Background:
Geisinger, a healthcare conglomerate with a rich history, sought to revamp its brand identity. DragonTree worked alongside the client's established advertising agency, aligning the community engagement strategy with the overarching marketing objectives. Geisinger aimed to transcend the conventional healthcare narrative, competing against prominent rivals like UPMC with its high-profile sponsorships.
Objectives:
Brand Transition: Shift from crisis-oriented healthcare to a lifestyle-oriented brand.
Community Engagement: Generate a robust mailing list and cultivate social proof via engaging content.
Social Media Enhancement: Elevate engagement through authentic, relatable content featuring real community members.
Strategy:
Local Culture Integration: DragonTree crafted a campaign mirroring the aspirational elements of the region's rural lifestyle, fostering a sense of community, joy, and motivation.
Immersive Brand Experience: Redesigned event booths to create immersive brand touchpoints, setting Geisinger apart from traditional vendors.
ZING Connect: Developed an interactive card game facilitating connections through health-centric messages, catering to the post-pandemic need for re-engagement.
Execution:
The execution involved comprehensive market research, customer journey mapping, human-centered design, video production, event planning, and social media marketing. Key team members, such as Jessie Lee, led various aspects, collaborating closely with external partners like 760 Display.
Results:
Increased Brand Awareness: Geisinger's brand became more prominent within the community.
ZING543210 Campaign Success: Achieved thousands of sign-ups, educating the community on better health practices.
Enhanced Social Media Engagement: Substantially increased watch time of videos, creating templates, and developing targeted campaigns.
Challenges:
Budget Constraints: Limited resources posed challenges in gauging campaign success.
Diverse Audience: Catering to varied demographics across the geography proved complex.
Weather Hindrance: Outdoor events were susceptible to unpredictable weather conditions.
Key Takeaways:
Adaptability: Flexibility was crucial, necessitating onsite adaptations and constant feedback integration.
Preparation: Comprehensive pre-event planning ensured smoother executions.
Client Expectations: Balancing client demands with feasible deliverables was a learning curve for the team.
This case study illustrates DragonTree MG's innovative strategies and adaptability in repositioning Geisinger Health, showcasing the transformation from a healthcare-centric brand to a lifestyle-focused partner in community well-being.
Details
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Local Culture Integration: DragonTree crafted a campaign mirroring the aspirational elements of the region's rural lifestyle, fostering a sense of community, joy, and motivation.
Immersive Brand Experience: Redesigned event booths to create immersive brand touchpoints, setting Geisinger apart from traditional vendors.
ZING Connect: Developed an interactive card game facilitating connections through health-centric messages, catering to the post-pandemic need for re-engagement.
Execution: The execution involved comprehensive market research, customer journey mapping, human-centered design, video production, event planning, and social media marketing. Key team members, such as Jessie Lee, led various aspects, collaborating closely with external partners like 760 Display.
Results:
Increased Brand Awareness: Geisinger's brand became more prominent within the community.
ZING543210 Campaign Success: Achieved thousands of sign-ups, educating the community on better health practices.
Enhanced Social Media Engagement: Substantially increased watch time of videos, creating templates, and developing targeted campaigns.
Challenges:
Budget Constraints: Limited resources posed challenges in gauging campaign success.
Diverse Audience: Catering to varied demographics across the geography proved complex.
Weather Hindrance: Outdoor events were susceptible to unpredictable weather conditions.
Key Takeaways:
Adaptability: Flexibility was crucial, necessitating onsite adaptations and constant feedback integration.
Preparation: Comprehensive pre-event planning ensured smoother executions.
Client Expectations: Balancing client demands with feasible deliverables was a learning curve for the team.
This case study illustrates DragonTree MG's innovative strategies and adaptability in repositioning Geisinger Health, showcasing the transformation from a healthcare-centric brand to a lifestyle-focused partner in community well-being.
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We redesigned event booths to create immersive brand touchpoints, setting Geisinger apart from traditional vendors.
-
ZING Connect: Developed an interactive card game facilitating connections through health-centric messages, catering to the post-pandemic need for re-engagement.
-
The execution involved comprehensive market research, customer journey mapping, human-centered design, video production, event planning, and social media marketing. Key team members, such as Jessie Lee, led various aspects, collaborating closely with external partners like 760 Display.
-
Results:
Increased Brand Awareness: Geisinger's brand became more prominent within the community.
ZING543210 Campaign Success: Achieved thousands of sign-ups, educating the community on better health practices.
Enhanced Social Media Engagement: Substantially increased watch time of videos, creating templates, and developing targeted campaigns.
-
Challenges:
Budget Constraints: Limited resources posed challenges in gauging campaign success.
Diverse Audience: Catering to varied demographics across the geography proved complex.
Weather Hindrance: Outdoor events were susceptible to unpredictable weather conditions.
Key Takeaways:
Adaptability: Flexibility was crucial, necessitating onsite adaptations and constant feedback integration.
Preparation: Comprehensive pre-event planning ensured smoother executions.
Client Expectations: Balancing client demands with feasible deliverables was a learning curve for the team.
This case study illustrates DragonTree MG's innovative strategies and adaptability in repositioning Geisinger Health, showcasing the transformation from a healthcare-centric brand to a lifestyle-focused partner in community well-being.