Situation:
Transylvania Community Hospital is a not-for-profit hospital located minutes from downtown Brevard and close to the entrance of the Pisgah National Forest in Transylvania County, North Carolina. Transylvania Community Hospital has a medical staff of over 40 active physicians and 80 courtesy and consulting physicians with a wide range of medical/ surgical capabilities including Acute Care, Diabetes Education, Occupational Health, Wound/Ostomy/ Continence Care, Labor and Delivery, Critical/Intensive Care, Outpatient Services, Rehabilitation Therapy, Home Health Care and Transitional care.
In order to raise local awareness in this mountain community, Tina Kinsey, the hospitals marketing director, developed a media campaign. The campaign title was “We know you have choices in healthcare.” The campaign’s goal is to encourage the community to turn to the Transylvania Community Hospital for their medical needs before traveling “out-of-market” to larger medical systems, such as in Asheville, NC or Greenville, SC.
Solution:
Tina presented her ideas for the broadcast component of the campaign to the Airstream Media’s in house film and video production team, Filmmakers, Inc. Our team worked with Tina to develop her concept, script, storyboard, and develop a shot list and shooting schedule for the production.
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Creatively, the decision was made to shoot the spot in 24p. 24p is a type of video format the closely mimics the look of film. This adds high level of production value to spots shot in video.
Filmmakers, Inc. director Paul Schattel spearheaded the
project and put together an crew which shot the commercial in 1 day on location at the hospital. Filmmakers, Inc. was able to put to use its in house 24’ production trailer, providing the additional equipment allowing dolly and camera crane moves available for the shoot. Post production was handled in Filmmakers, Inc. Magic Bullet editing suite.
The end result was a complete success. Not only did the spot resonate with its target audience, but the television nabbed a “Wally Award,” the highest award available for health care marketing campaigns throughout Carolinas.
“We were thrilled to be recognized for the high caliber of work that is produced.” – Tina Kinsey.
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