Marketing Campaign

After lengthy and extensive renovations, St. Luke’s University Health Network wanted to let everyone in the community know about the Allentown Campus’s new Emergency Department and services. The hospital asked KSA&D to help spread the word to both the general public and local medical professionals. St. Luke’s had already planned a two-day Grand Opening celebration. Our job was to create buzz and generate excitement around the public and professional events.

Taking a cue from the summer blockbuster Batman Begins (and with tip of the hat to Commissioner Gordon), KSA&D developed a comprehensive multimedia campaign driven by the concept of comic book superheroes. To kick off the overall marketing effort, KSA&D started with a multi-tiered teaser billboard campaign. The billboard featured St. Luke’s iconic star image as a beacon of hope and change above Allentown’s skyline, positioning St. Luke’s as the hospital the community can call on (and count on) for top-quality health care. The “signal in the sky” became the key brand image for the entire campaign.

Following the billboard, the “signal in the sky” brand was adopted into newspaper and online advertisements for the Grand Opening celebration, along with a dual direct marketing campaign for the public and professional events. The public event was promoted as a community fair, with face painting, crafts and prize giveaways. The professional event was a dinner, featuring speakers from local government and St. Luke’s University Health Network, and a tour of the Allentown Campus’s new facilities.

This campaign resulted in one of St. Luke’s most successful private or public events ever, increasing emergency room admissions to the Allentown Campus immediately.

KSA&D won a MarCom Gold Award for Marketing and Special Events for this integrated multimedia campaign. Now approaching a decade as marketing partners, KSA&D continues to create innovative, big, bright ideas for St. Luke’s. That’s a signal of a long and successful working relationship.

St. Luke’s University Health Network (SLUHN) is a nonprofit, regional, fully integrated, nationally recognized Network providing services at more than 200 sites in Eastern Pennsylvania and Western New Jersey.

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