Background:

Mount Auburn Hospital, a Harvard University teaching hospital and leading community hospital in the Boston area engaged ADAMS in 2002. When ADAMS began working with Mount Auburn, the brand suffered from interdepartmental fragmentation, lack of evolution, and inaccurate reflection of the organization’s identity. Initially, commissioned by the Development Department, ADAMS was tasked with updating the look and feel of the department’s collateral materials while working within previously established brand guidelines.

Research:

When initially tasked with the development of collateral materials and later for a case statement to go alongside the Campaign for Mount Auburn Hospital—a capital campaign raising money for a new hospital building—ADAMS reevaluated Mount Auburn’s position within the community by;

• Reviewing brand components of other community hospitals and teaching hospitals in major metropolitan areas
• Observing multiple departments’ within the hospital to understand their uses of the Mount Auburn brand
• Reviewing Mount Auburn Hospital brand and identity within the community it serves

Strategy:

As a beacon of stability, certainty, and education in the greater Cambridge area, Mount Auburn needed to speak to many audiences within its community, including the local population, its employees, students, and donors.

• Developing a brief defining the hospital’s brand and position within the community
• Outlining the strategic goals of the hospital
• Determining the most effective ways to reach the target audience

Development:

Because the Campaign for Mount Auburn Hospital would span several years, ADAMS and Mount Auburn created a printed case statement in addition to a bi-annual newsletter to update the community on the campaign’s progress. When developing the material ADAMS worked within the hospital’s established brand guidelines. Additional deliverables included;

• Campaign logo (complementing the existing hospital identity)
• Campaign pocket guide
• Associated giving-level communications at a variety of donor levels

Delivery:

ADAMS has continued to work with Mount Auburn’s print and fulfillment vendors to deliver the initial case statement as well as subsequent newsletters to the community—meeting schedule and budget demands.

Conclusion:

Mount Auburn was pleased with the results of our initial project. The $21 million Campaign for Mount Auburn Hospital was launched to internal constituents in the spring of 2005, and publicly in the fall of 2005. Less than six months later, more than half of the campaign goal has been achieved. We have continued to work with Mount Auburn, completing a full suite of communications for the Marketing Department, Development Department, and Corporate Health Services.