how it started
Inspiring Support for Hospital Healthcare Through Split the Pot Lottery
The Split the Pot Lottery is a province-wide initiative raising funds for over 68 hospitals across Ontario. Proceeds directly support critical patient care equipment and hospital upgrades. Despite a robust advertising campaign, the client faced challenges in engaging audiences and driving participation. Verified Communications was brought in to close the gap and developed a cost-effective PR strategy that:
- Shared compelling beneficiary stories to inspire support.
- Engaged hospital foundation leaders as credible spokespeople.
- Extended the reach of the ad campaign through earned media.
results
65 million earned media impressions in 3 weeks leading to a surge in ticket sales
- Widespread coverage with key messages included in all placements.
- Backlinks to the lottery website that drove web traffic and conversions.
- Heartfelt imagery and testimonials that reinforced the campaign’s objectives.
how we got there
- Strategic Planning: Conducted in-depth research to uncover stories of beneficiaries.
- Media Training: Prepared hospital foundation leaders with impactful messages and compelling, newsworthy narratives.
- Media Tour Coordination: Arranged on-site hospital media tours showcasing tangible outcomes of the lottery, including patient testimonials and visuals.
- Media Outreach: Distributed tailored, localized pitches, supported by province-wide press releases to major regional outlets, securing interviews for spokespeople and winners.
- Stakeholder Relations: Developed strategic communications for hospital foundation members and led media tour briefing calls.
- Call-to-Action Integration: Ensured all media placements included clear calls-to-action, driving audiences to the lottery website.
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