Because we were telling an incredible story about a young mom who had delivered 3 premature babies that had a lot of detail that worked perfectly for a letter, we had to find the most salient details to pull out for the email and even more so for the Facebook posts.
In the Facebook posts, we used striking imagery, and focused on the faces of the happy children and the successful health outcomes that were possible because of donor funding to get a broad message across succinctly.
For the email, we reminded supporters of what they read in the letter, and showed them an image of the Outer Envelope to jog their memory, and pushed supporters to imagine the experience of having those kinds of challenges, and how important it would be to have confidence in your healthcare.
This strategy was agreed based on successful integrated campaigns that we have run at Good Works with other clients who have faced similar challenges. We adapted the approach to work with the Grand River Hospital brand.