"A new day has dawned at Lawrence Medical."  The tagline in the teaser ad for the 2011 advertising campaign for Lawrence Medical Center in Lawrence County, Alabama, says it all.  For the first time in many years, the hospital is launching an extensive communications plan that includes a new advertising campaign, exterior signage, and increased marketing/public relations activities.

The new advertising campaign will focus on the message "Your Neighbors Caring for You" and will feature photography of local residents and hospital staff.  The campaign, which includes print and billboard advertisements, will reflect the hospital's importance to the community and the medical services that Lawrence County residents can take care of locally rather than commuting to a hospital further away.

In addition to designing the advertising campaign, Red Sage Communications also developed a comprehensive communications plan and to assist in the planning stage of the hospital's new exterior signage.  Red Sage kicked off the campaign with a marketing brainstorming meeting, during which the company conducted a SWOT analysis and led discussion about the hospital's current branding and messaging with members of the hospital's board and staff.  Following the initial meeting, Red Sage held four focus group meetings to identify the messaging and methods needed to reach each of the hospital's main audience groups.  Each meeting was attended by representatives from various aspects of the hospital including nurses, doctors, administration staff, and board members.  The resulting information was compiled into a comprehensive plan that is expected to be carried out by a new employee hired by the hospital, an action item that was identified during the focus group meetings.