HIGH-IMPACT MARKETING FOR A HEALTH SYSTEM IN HIGH GEAR

  • BLUEPRINT:
    For more than 35 years, Valley Health System (VHS) has been providing superior healthcare services to the community through the collaboration of its staff and its donors and through the clinical advancements that it has embraced. A few years ago, the organization wanted to better communicate its unique qualities and capabilities and called on Xavier to do that by breathing new life into its Annual & Philanthropy Report.
  • TOOLS:
    Creative Concept Development; 50-page Annual & Philanthropy Report; Mailing Collateral
  • X FACTOR:
    For the first VHS Annual & Philanthropy Report that Xavier put together, Xavier used a theme of “Working Together” to showcase the special collaboration that exists at VHS. This theme was illustrated with the visual concept of working “gears,” which were peppered throughout the book. Specialized printing techniques like spot UV and embossing made these graphic elements virtually jump off the pages. The following year, the theme “Moving Forward” was chosen to illustrate the impact of the hospital’s technological advancements and the development of its new facility. On each page, an abstract pattern illustrated a sense of movement and excitement. Xavier chose the brightest colors from the VHS palette to represent optimism and enthusiasm. We used embossing and a spot varnish on the cover so that the graphics lifted off the page and felt even more dynamic. For the most recent report, Valley Health wanted to focus on and celebrate the vital impact of its donors on the health system’s success. We chose the theme of rope and string to illustrate the connection between Valley Health and its donors, working with a local photographer to capture unique and fully ownable rope and string imagery to weave throughout the report design. The blue rope, tied onto the green, demonstrated that the donor gifts extended the abilities of the hospital to give care and life through their support. The piece was printed with embossing and spot varnish to give it an added layer of refinement. All three of the annual reports we’ve done thus far have been met with stellar reviews from VHS and its customers, donors and partners.
Xavier chose the brightest colors from the VHS palette to represent optimism and enthusiasm.
Embossing along with a spot varnish on the cover made the graphics appear to lift off the page and feel even more dynamic.
The rope and string concept executed in the VHS donor newsletter illustrated the connection between VHS and its donors.