Grand Opening & Ribbon Cutting Ceremony
716 Health
UBMD Orthopaedics & Sports Medicine, UBMD Surgery and Great Lakes Medical Imaging, wanted to mark the grand opening of their medical and surgical complex at the newly built 716 Health Complex with a joint Ribbon Cutting Ceremony.
As the longtime marketing and communications partner for UBMD Orthopaedics & Sports Medicine, JFG was enlisted to handle all public and media relations for the event, in addition to assisting with print signage/displays, invitations, social media coverage, and general event planning strategy and logistics. The goal was to not only drive key community partners and the media to attend the Ribbon Cutting Ceremony, but also to increase public awareness of the new facilities and their resulting impact on the community.
Tactics
- Public Relations
- Event Planning
- Email Marketing
- Social Media
Solution
JFG drafted a joint media alert on behalf of the three practices, which was distributed to local media prior to the Ribbon Cutting Ceremony. Demonstrating the larger-scale impact, the key emphasis was on how the 716 Health Complex was set to redefine the landscape of health care in WNY, as a comprehensive medical and surgical center prioritizing patient service and convenient access. The same messaging theme — emphasizing the future of health care in WNY — was carried over into event invitations and the talking points JFG prepared for key event speakers. It was also reflected in the joint press release and other summaries shared with the public after the event.
In all communications, UBMD Orthopaedics & Sports Medicine, UBMD Surgery and Great Lakes Medical Imaging were positioned as forward-thinking industry leaders, and patient offerings were brought to the forefront. JFG used UBMD Orthopaedics & Sports Medicine’s website and social media outlets to further spread the news.
Results
The 716 Health Ribbon Cutting Ceremony was well-attended, as administrators and providers from the three practices were joined by referring physicians, project developer and Ciminelli Real Estate Corporation CEO Paul F. Ciminelli, and other distinguished community partners.
As a result of JFG’s public relations and promotion efforts, awareness of the practices, along with their new facilities at 716 Health, was greatly increased throughout WNY. Local print and television outlets covered the story, and the highlights shared on UBMD Orthopaedics & Sports Medicine’s social media outlets alone reached over 16,000 people and generated thousands of clicks, likes, shares and comments.