William Osler Health System

Integrated Marketing Strategy and Brand Creative Campaign

The William Osler Health System is one of the largest health systems in Canada, serving more than 1.3 million people in Brampton, Etobicoke and the surrounding communities.  Our mandate was to develop an integrated marketing strategy and brand creative in support of the Osler Foundation’s $100 million capital fundraising campaign.  

A key challenge was to develop new creative that was credible and authentic for all three different Osler system facilities: Etobicoke General Hospital, Brampton Civic Hospital and the under construction Peel Memorial Centre for Integrated Health and Wellness.  A second challenge was to differentiate the Osler brand from the rest of the overcrowded GTA hospital segment.

Our planning process started with qualitative research engaging major gift donors, both past and prospective. In so doing, we tapped into their higher-level motivation for giving - which is to make a truly profound and lasting impact in their own community.  The brand strategy came to life with a core idea called “You have the power….”.  This concept turns a hospital category convention on its head by approaching the message from the donor perspective rather than focusing only on the hospital.  It tells our audience that there is a critical role for donors to play; they need to step up for their community rather than just stand on the sidelines and assume someone else will get the job done. 

In tandem with the new creative campaign, we developed a three-year integrated marketing communications plan.  This comprehensive plan provided an over-arching marketing strategy, target audience segmentation analysis, key performance metrics and a recommended marketing channel mix.

The campaign launched in the spring of 2016 to much enthusiasm. Fundraising efforts are on track with the new Peel Memorial Centre for Integrated Health and Wellness, opening it’s doors to the public in February 2017.

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