125th Anniversary

Background

The 125th Anniversary was a year-long series of mission-driven events and initiatives across Ascension St. Vincent's health system, located in Birmingham, AL. The culmination was an evening gala highlighting St. Vincent's historic past, illuminating its present, and exploring the endless possibilities of its future. On Jan. 4, 2023, marketing sent a memo to all associates to kick off the celebration and launched a 125th playbook with logo mark, ideas on how to get involved, and a website that provided a timeline of ASV's 125 years, videos,  storytelling, news, and announcements related to the celebration. Paid media plan included print Ads, out of home displays, and a social media campaign. Projects launched included historical displays at the Birmingham hospital; branded collateral, merchandise, and signage; an associate service-wide project; and more than 30+ campus celebrations.

Campaign Highlights

• 10.5M media impressions (estimated total paid advertising/Out of Home).

• 2.17M earned media impressions and $5M publicity value (TV and Print).

• 26.7% ▲YoY in brand search generated from anniversary campaign. 

• 23,000+ unique visits to 125th microsite.

• 1,000+ social media likes and 300+ shares (Facebook and Instagram).

• 9,000+ video views (Facebook, Instagram, and YouTube channels).