Ad Campaign Deploys Gas Pumps, Shopping Carts, Car Bumpers, and More to Build Employee Bonds and Create a Cohesive Public Identity

March 1, 2013

Not too long ago, a keen observer might have com­pared the facilities that make up Carondelet Health Network in southern Arizona to a group of distant relatives. Closely knit families in their individual en­vironments, they lacked a cohesive image in the larger community.

The network’s biggest facilities are three hospitals – one on the east side of Tucson, another on the west side, and a third an hour’s drive away in Nogales, just north of the Mexican border. In addition to the three hospitals totaling 873 beds, the network comprises a number of primary and specialty care practices, two specialty institutes, and a variety of ambulatory care sites across a large geographic area.

“Employees of the various facilities tended to identify only with the building they worked in,” recalls Mark Williams, managing partner of Mortar, Carondelet’s San Francisco advertising agency. Moreover, the business needs of individual units within the organization created “constant pressure to market just a single piece of the system,” he says.

There were “a lot of start and stop campaigns … with disparate taglines and logos,” says Sheila Krishnan, director of marketing for Carondelet Health Network. “The need was for our associates and our community to recognize and accept that [everyone] is part of one umbrella, one company.”


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