Potomac Hospital Brand Identity

Desired Results:

After 32 years of renovations, incredible advances in medical technology, tremendous growth in the community, and changes in healthcare design and delivery, Potomac Hospital in Woodbridge, Virginia began constructing an entirely new patient care building. The 180,000 square foot building will replace the current medical and surgical facility and provide a number of benefits including increasing the number of patient beds and better accommodating today’s high-tech equipment.

The estimated cost of the new patient care building was $75 million, the largest healthcare capital investment in Potomac Hospital since its inception. The hospital received several large gifts, and $1 million in the form of a challenge grant. Under the terms of the challenge grant, the hospital had to raise $1 million from the community before October 2, 2005. The Potomac Hospital Foundation formed a Capital Campaign Steering Committee to enlist the support of the public.

The Solution:

Creating Results, LLC was asked by the Foundation to develop a logo, brochure, stationery package, public relations program and other marketing materials for the Campaign. One of Creating Results’ first recommendations was a new name: “Campaign for Your New Potomac Hospital.” The Campaign started off as the “G-3 Capital Campaign” and later evolved to the “Campaign for The New Potomac Hospital.” By simply replacing the word “the” with “your” we were better able to emphasize that the hospital truly is a community hospital serving all residents. Enhancing this sense of ownership built a willingness to support this important project.

Creating Results’ Director of Public Relations Karen Baugher became a member of the Steering Committee and helped shape their message strategy, and delivery through marketing and public relations. In addition, Baugher and the agency provided PR support for fundraising efforts. Baugher and Creating Results also provided strategic counsel into community relations and sponsorships, referring back to the message strategy for maximum impact.

The Results:

The Campaign exceeded their mark in pledges nearly a year before the deadline! A Campaign brochure designed by Creating Results highlights the benefits of the new hospital so donors know how their money will be spent.
According to the Director of Development for Potomac Hospital Foundation, “I firmly believe that Creating Results’ personal and professional involvement with our project has contributed vastly to this success.”