Since 2011, Dignity Health has marketed its Family Birth Center by hosting “Baby Steps” events where attendees can meet the doctors, ask questions, and tour the facility. The strategy is to attract couples before they’re pregnant, develop a relationship, then become part of their delivery plan when pregnancy occurs.
However, with event attendance dwindling in recent years, Dignity Health sought to revamp the concept so that it’s more focused on the woman and infused with more lifestyle content. The new event begins with a Saturday brunch and features a variety of speakers on topics from fitness to fashion. Attendees are free to bring their mom, sister or girlfriend along to share in the experience.
But first, the event needed a name. We came up with Preconceptions, which not only alludes to the informative, myth-busting nature of the event, but also emphasizes the “before you’re pregnant” angle.
The campaign was supported by regional print ads, direct mail, digital banner ads, radio and TV.
So far, the response has been tremendous, well beyond the numbers for the earlier “Baby Steps” event.