This document outlines an integrated marketing campaign for Columbia Children's Health to increase brand awareness and develop a donor base. The campaign objectives are to create a strong brand identity and mobilize donor support. It proposes redefining Columbia Children's Health's messaging around its heritage and legacy of medical breakthroughs since 1887. The campaign would include launching a new brand identity, social media engagement, and donor targeting strategies like highlighting patient stories and engagement across three donor levels. Key performance indicators to measure success include social media growth and engagement, website traffic and subscribers, as well as donation point-of-entry, data collection, and online giving. The overall goal is to strengthen Columbia Children's Health's reputation and support its continued work in pediatric care.

1. COLUMBIA CHILDREN’S HEALTH
AN INTEGRATED MARKETING CAMPAIGN
Alex Suazo, Cassondra Bazelow, Edmund Balogun, Frederick Garcia, Jaru Jaruthiphayakhantha
Kiera Walker, Luz Corona, Nehal Mahmoud and Yanin De Jesus

2. Columbia Children’s Health
has a branding
challenge…
2

3. … but there’s a GREAT,
untapped
opportunity.
3

4. OBJECTIVES
1. Create a strong brand identity to increase awareness.
2. Develop and mobilize a supportive donor base.
4

5. OVERVIEW
• Landscape
• Key Insight
• Redefined Messaging
• Brand Identity
• Launch Campaign
• Donor Targeting
5

6. THE LANDSCAPE
The pediatric care landscape is saturated with equally top-in-
class physicians, best care, distinguished hospitals and
outstanding research programs.
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7. STRENGTHS
Columbia Children’s Health has a distinct
COMPETITIVE ADVANTAGE.
History and Legacy
Columbia Name and Standard of Care
Affiliation with NYP
Ability to Handle Complex Cases
Major Clinical Breakthroughs
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8. INSIGHT
Columbia Children’s Health has upheld the Columbia
standard of care since its beginning; being there every
day for young patients and finding answers where there
are none.
SUCCESS +
TRUST = HERITAGE
8

9. 9

10. HERITAGE IS A NATURAL DIRECTION
FOR COLUMBIA CHILDREN’S HEALTH.
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11. For those who believe in the powerful legacy that begins with each saved life, CCH
is the elite team of extraordinary doctors and scientists who focus on treating and
solving the most complex of cases so they can
continue their critical work saving young lives because
CCH has a history of remarkable medical breakthroughs since 1887.
(target)
(category)
(point of difference)
(end benefit)
(reason to believe)
11

12. CCH’s reputable standard of care
gives children the best chance
of a full life.
CCH allows you to work in a
challenging environment
dedicated to improving the
health of children.
CCH gives the opportunity to
positively impact the health of
children for generations to come.
PARENTS & FAMILIES PHYSICIANS & SCIENTISTS DONORS
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15. WE ARE COLUMBIA CHILDREN’S HEALTH
FROM THE INSIDE, OUT.
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16. What does the new
Columbia Children’s Health
LOOK LIKE?
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17. LET’S BRING CCH TO LIFE
Q1
Pre-Launch
Production
Launch
#WeAreCCH
OBJECTIVE
Building Presence
and Awareness
KPIs
Fan growth &
Engagement
Key Influencers
Build on Awareness
#OurLegacy
OBJECTIVE
Social Engagement
and Interaction
KPIs
Conversion rate
Time spent on website
Number of opt-in/
newsletter subscribers
Donor Targeting
Support a Legacy
OBJECTIVE
Donor Engagement
and Contributions
KPIs
Traffic Sources
Online Gift Percentage
Online Donor Growth
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Q2 Q3 Q4

18. WE ARE
COLUMBIA CHILDREN’S HEALTH.
#WeAreCCH
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19. INSIGHT
People often think of their LEGACY
as the culmination of their lives,
but in actuality it’s something
that they create
EVERY SINGLE DAY.
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20. IDEA
Highlight the lives of people
before and after they choose
Columbia Children’s Health
and how their path changes for
the better.
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25. 25

26. 26

27. SUMMER FUN
IN THE SUN

29. 29
From the very beginning, we knew children with the most complex of conditions
deserved a fighting chance. What we didn’t know was that creating one of the
first nurseries for premature infants in the country would be instrumental in
inspiring the best standard of care especially for our kids today. To learn more
about this milestone in time, visit our website here:
http://bit.ly/cchis #WeAreCCH

30. 30

31. 31

33. Meet Blaire.
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35. Measuring #WeAreCCH Success
Brand search and top of mind awareness
Social following engagement and growth
Number of unique visitors to website
Number of opt-in/newsletter subscribers
Press coverage from CCB gala and Summer
Fun in the Sun with CCH
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36. DONOR BUILDING
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37. DONOR TARGETING
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38. LEVEL 1: ENGAGE NEW DONORS

40. LEVEL 2:
RE-ENGAGE
PREVIOUS
DONORS

41. LEVEL 3: ENGAGE FACEBOOK FOLLOWERS
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Columbia Children’s Health
December 18
shared a link
By supporting CCH, you give us the opportunity to
give children a happier and healthy life.
Donate to Columbia Children’s Health
Like · Comment · Share 1248 1
Support
#WeAreCCH
Donate to Columbia Children’s Health
By supporting CCH, you give us the opportunity to give children a happier and
healthy life. The full amount will go to Columbia Children’s Health.
Choose an Amount
$10 $25 $100 $250 Other: $

42. Donor Building KPIs
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Track donation point-of-entry
Track donor data to create more personalized
communication/experiences
• Gift size, location, income, birthday
Cost per new donor vs donor growth vs donor
contribution
Online gift percentage and donor growth

43. WHY ROUNDTABLE?
1. THE HERITAGE STRATEGY
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2. EMOTIONAL STORYTELLING

44. THANK YOU
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Alex Suazo, Cassondra Bazelow, Edmund Balogun, Frederick Garcia
Jaru Jaruthiphayakhantha, Kiera Walker, Luz Corona, Nehal Mahmoud and Yanin De Jesus