Maternity Marketing features baby bumps
Smith & Jones Launches 2014 Maternity Campaign for Bellevue Woman’s Center
Ellis Medicine’s 2014 Maternity campaign for Bellevue Woman’s Center launched today, created by healthcare marketing agency Smith & Jones. The integrated social media campaign promotes maternity services and encourages women to take a tour of the newly renovated facility.
The campaign includes :30 and :15 television spots, in-stream video, search, display, Facebook, print magazine, radio, and shopping cart advertisements that ask women to share their baby bumps on the Ellis Medicine Facebook page and sign up for a tour of Bellevue Woman’s Center.
“We posted a casting call on our Facebook page for pregnant women to participate in our commercial and the response was immediate and enthusiastic,” said Jennifer Susko, Director of Marketing & Communications at Ellis Medicine. “We felt social media needed to be a key element of this campaign in order to reach the young women of childbearing age who are the target of our messaging.”
Around this idea, Smith & Jones created a multimedia campaign that features pregnant women and their baby bumps as a fun and light-hearted way to engage expectant mothers. The drive to social media was a natural choice to give women a platform to share their experiences on the road to motherhood.
The television commercial was cast on the Ellis Medicine Facebook page with real Bellevue patients.
“We feel the campaign celebrates women and will resonate with potential patients because ‘the bump’ is symbolic of the beautiful process of childbearing that people can really relate to in a positive way,” said Susko.
For more information about Bellevue Woman’s Center and to sign up to tour the new facility, visit ellismedicine.org.
About Ellis Medicine
The Ellis Medicine hospital system provides acute care for Schenectady County and a diverse community of 150,000 people located just west of the state capital in upstate New York. Learn more at www.ellismedicine.org.