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Background
The 125th Anniversary was a year-long series of mission-driven events, programs, and initiatives across the Alabama market. The celebration kicked off on Jan. 4, 2023, and ended in January 2024. The culmination was an evening gala highlighting Ascension 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, video, storytelling, news, and announcements related to the celebration. Projects launched included an associate "125th naming theme" contest, branded collateral, merchandise, and signage, an associate service-wide project, and campus celebrations.
Campaign Highlights
3.5M media impressions (estimated total paid advertising/Out of Home).
2.17M earned media impressions and $5M publicity value (TV and Print).
1,000+ social media likes and 100+ shares (Facebook and Instagram).
3,000 video views (Facebook, Instagram, and YouTube channels).
26.7% ▲ YoY in brand search.
$500,000 raised at the gala for nursing education and patient-in-need funds.
10,000 gloves and socks collected (Hands and Feet of Jesus 125th service project) by associates and donated to local charities.
3 produced videos.
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