Sarah D. Culbertson Memorial Hospital, along with its conveniently located clinics, provides primary care, specialty care and therapy services to residents in Schuyler, Brown, Cass and southern Fulton counties in Illinois. As a 22-bed critical access hospital, Culbertson Memorial Hospital can provide care for more than 18,000 people despite its location in a city of only 3,800 people.
In 2023, the hospital once again organized the Pampered Pink Girls Night Out event to promote women’s health and wellness. Promising an evening of education and entertainment for all guests — including spa-like massages and manicures, vendors, a silent auction and door prizes, and educational seminars from local healthcare providers — their team approached McDaniels Marketing to develop an integrated marketing campaign targeting women in Schuyler, Brown, Cass and southern Fulton counties that included both print and digital.
Feed Your Mind & Restore Your Soul
The McD Creative team developed a matching poster and print ad that leveraged floral imagery and colors matching the theme of the event. Similarly, Google Display and Facebook feed ads were created using the pink color palette established by the flyer as well as matching floral imagery.
In the first year hosting the event after the COVID-19 pandemic, the hospital aimed to have 50 women in attendance in addition to 10 vendors, hoping to recreate the buzz that surrounded the event prior to the pandemic. The goal was well exceeded with 115 women in attendance, 15 vendors and 10 volunteers. The silent auction also brought in $4,300 for the new patient tote bags for oncology patients through the hospital’s Infusion Center.
Two feed ads were deployed on Facebook promoting the event. The ads earned a total of 868 link clicks on 73,488 impressions, reaching 19,545 unique users for an average cost per link click of 44 cents. On Google, the Display ad campaign earned 687 clicks on 94,038 impressions for a click-through rate of 0.73% and an average cost per click of 46 cents.
Let us help you take your marketing strategy to the next level with McD Marketing. Contact Randy McDaniels at rmcdaniels@mcdmarketing.com or call (309) 346-7412 for more information.
