When I got married 5 years ago, it didn’t take long to start getting that common question, “So when are you going to have a baby?” I’m sure all married women (and men) have experienced the same thing. It’s no surprise though, who doesn’t love having a new baby in the family?
When our client, Covenant HealthCare, charged us with developing a comprehensive healthcare marketing campaign for their maternity services, we couldn’t resist exploring this theme. They were recently named America’s Best Hospitals for Obstetrics and they have always been well known and respected in the market for maternity services but had not employed mass communication to share this information.
The goal of the campaign was to increase awareness of Covenant HealthCare as the safest, most trusted place to have a baby in the Great Lakes Bay Region and ultimately get their target audience (women 18-34) to visit the web page to learn more about their maternity services while also having the option of finding an OB.
We knew humor would be a great approach to connect with our target audience. Take a look at our newest TV spot.
My grandmother barely waited for our ceremony to end to ask that question. What about you?