HELP THEM
HELP Children’s Hospital of Richmond at VCU
Help Them Help The Children’s Hospital of Richmond at VCU will be opening a new pavillion in early 2015. With this larger facility it will be important to increase the number of volunteers within the Richmond area as well as the percentage of donations to the conjoined Children’s Foundation. The “Help Them Help” Campaign will place the audience in the perspective of the hospital’s patients. How can they help the world in productive ways if they are given the chance with the help of the public. The main landing point will be an animated series that can be released on both YouTube and local television.
Table of Contents Campaign 1.1 Statement # 1.2 History # 1.3 Story # Research 2.1 Target # 2.2 Needs # Brand 3.1 Style # 3.2 Color # 3.3 Text # 3.4 Imagery # Media 4.1 Animations # 4.2 Website # 4.3 Mobile Application # 4.4 Print Media # 4.5 Community Events #
Campa
aign
Campaign
1.1
Mission and Culture The health of all children is our number one priority. Service, Trust, Attitude, Respect To be a National Leader in Children’s Health through excellence in patient care, education and research. http://chfrichmond.org/index.php/news-media/listing/chor-introduces-new-mission-vision-and-values
History
Children’s Hospital opened community based therapy centers in Glen Allen and Midlothian.
Children’s Feeding Program opened to provide a behavior ally-based approac to treating children with a variety of feeding and growth problems.
1998
MCV Hospitals and the Department of Pediatrics opened the region’s first NICU.
1973
The Richmond Cerebral Palsy Center opened to provide therapy and skills training to children Dr. Lee with disabilities. It J. Sutton would be part of became the Children’s Hospital first full-time in 1997. professor of
1973
The Brook Road Hospital was opened.
1997
1928
Richmond citizen’s with Dr. Tate organized the Medical College of Virginia and Memorial
1928
Dr. William Tate Graham began seeing patients in his office basement.
1917
Mission
1920
1.2
The Ronald McDonald House opened on the MCV campus to provide housing for families of patients.
A critical care hospital was opened with a unique 40-bed private room NICU. Petersburg Therapy The Children’s PaCenter opened its vilion consolidated doors to provide children’s services in specialized care in a dedicated outpapediatric physical, tient building on the occupational and
VCU Health System and Children’s Hospital joined to form Children’s Hospital of Richmond at VCU.
2015
2012
2008
The Transitional Care Unit expanded from 12 beds to 23 beds, and later to 47 beds.
2010
The hospital opened central virgnia’s first Transitional Care Unit (TCU), an inpatient unit that provides specialized care for children with complex medical
2003
h
2003
1999
g o rch n
CHoR broke ground on a new state-ofthe-art children’s pavilion to meet the growing demand for outpatient services.
1.3
Campaign Story
Mission
The Children’s Hospital of Richmond at VCU will be opening a new Pavilion in early 2015. The Help Them Help Campaign will be released to the Richmond, Virginia Public as the new Pavilion gets closer to opening their doors. The “Help Them Help” Campaign will be directly affecting this building and will deal with donations to assist in medical practices and increasing volunteers within the new facility.
Resea
arch
Research
2.1
Audience The target market will be divided into two different factions. The first being the younger student generation more closely located within the Richmond, VA metropolitan area. This group will be shown the “Volunteer” side of the campaign. The second group is older, more well-established people in and around Virginia’s capital city.
Target Profiles Katie Graves Age: 20
Clint Weatherford Age: 64
Richmond, VA (The Fan)
Midlothian, VA
Student at Virginia Commonwealth University. Studying social work and is looking to get highly involved within her community.
Married with two children and has worked his entire life and is very comfortable living outside of the city limits.
Research
2.1
SWOT Analysis The Hospital already has a large support base from the region. With the opening of this new facility the need to create a larger distribution base of funding will be necessary. The opportunities will allow for the new Pavilion to create a stand alone brand that the community can truly connect with and support on a foundational basis.
S
trengths
The ability to provide specialized services unequalled throughout the region. Strong Partnerships with other healthcare providers around the area. Strong contribution support base.
O
pportunities
More Volunteer Opportunities being created with the opening of the new pavillion. Produce more donations and funding for certain projects and daily use within the hospital.
W
eaknesses
The new Pavilion has little public Image. Low Volunteer Rate for each facility.
T
hreats
Other competitors within the health industry. Poor Image created with issues when dealing with patients.
Research
2.1
Text Treatment The campaign is made to be colorful and childish. The fonts will reflect this concept. Such as a child is learning to write english for the first time the writer will not have a determined spacing between each character. The word should be easily read though similar to a young child wanting to please their teachers with their work.
3Dumb
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?.
Chalkduster
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?.
Carrios Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !?.
Brand
d
3.1
Style Guide
Brand
Belief
CARE
Health
Family
Fun Energy Happy Love Care Support
3.2
Color
Brand
The color will be a very important aspect to this campaign. The three principle colors will be the top yellow, purple, and blue. These are drawn from the new logo. The secondary colors are compliments to the
#f2bb12 R: 242 G: 187 B: 18
#993399 R: 153 G: 51 B: 153
#3466cc R: 52 G: 102 B: 204
#A10C9A R: 161 G: 12 B: 154
#328590 R: 50 G: 133 B: 144
#DAF92B R: 218 G: 249 B: 43
#0CA567 R: 12 G: 165 B: 103
#EBB44E R: 235 G: 180 B: 78
#EA2873 R: 234 G: 40 B: 115
Brand
3.2
Logo
The new logo will allow for a more nurturing feeling when being viewed. Transitioning to warmer colors will create the embracing feeling when combined with the image of open hands.
Media
a
4.1
Animation
Media
The Animation will be the main landing point for the “Help Them Help� Campaign. This will be illustrated segments of what the patients can do with a little help from the outside world.
4.1
Website
Media
The “Help Them Help” Website will be colorful and efficient.
4.1
Mobile App
Media
The Animation will be the main landing point for the “Help Them Help� Campaign. This will be illustrated segments of what the patients can do with a little help from the outside world.
4.1
Physical
Media
The Animation will be the main landing point for the “Help Them Help� Campaign. This will be illustrated segments of what the patients can do with a little help from the outside world.
4.1
Community
Media
The Animation will be the main landing point for the “Help Them Help� Campaign. This will be illustrated segments of what the patients can do with a little help from the outside world.
Resources
Images: Crayons: http://www.colorcompany.ca/blog/wp-content/uploads/2012/06/crayon1.jpg