Your Brand’s Next Evolution.
As Baltimore’s only community-owned medical center, GBMC is dedicated to continuously meeting the ever-evolving needs of people in the greater metropolitan area. With the launch of The Promise Project, GBMC intends to build on that commitment with new facilities and more holistic patient care.
CHALLENGE
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As a community-owned medical center, GBMC relies heavily on public generosity to fund major initiatives.
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The organization set an ambitious $50 million fundraising goal to support new inpatient facilities and the Cancer Institute.
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The campaign needed to communicate impact, inspire broad community support, and emphasize healing, comfort, and patient experience.
STRATEGY
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Partnered with GBMC to lead a comprehensive fundraising communications strategy centered around gbmcpromise.org.
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Designed and developed a dedicated microsite supported by print, direct mail, case-for-support materials, signage, and animation.
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Activated a fully integrated media mix including earned media, digital advertising, programmatic video, paid search, and social media.
RESULTS
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Launched an intuitive, content-rich microsite that clearly communicated The Promise Project’s mission and impact.
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Prioritized awareness and emotional connection to inspire generosity beyond traditional fundraising appeals.
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Reached $37.8 million toward the $50 million goal by the September 2021 groundbreaking, well ahead of schedule.
Campaign Strategy & Dedicated Website
Vitamin developed an emotional, relatable tone for the campaign, connecting the concept of emotional space for healing with that of a physical space required for critical care. Vitamin designed and delivered a suite of marketing materials to support and promote the goals of The Promise Project, including the microsite, billboards, event banners, and environmental signage to live within GBMC. With the use of a 360-degree camera, we were able to fully capture the experience of being inside their state-of-the-art rooms on the landing page.
Color Scheme and Style Guide
The face of The Promise Project received its own dedicated style guide, which featured a slight logo adjustment and color story. These updates created an independent identity that exists within and coordinates with the overarching GBMC branding.
TV Spot & Visual Storytelling
Vitamin found that the most comprehensive way to elicit an emotional response and illustrate the impact of GBMC’s modernized facilities was through video and animation. Vitamin scripted a tv spot, voiceover, and created branded motion graphics in-house to accompany footage filmed by GBMC’s in-house production team. All campaign messaging was anchored on a call for the community to “Become Part of The Promise”.
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