Launching a new brand and identity for a well-known organization is never simple or easy.

Recently, the team at Morgan & Co. played a major role in preparing LCMC Health for an integrated media campaign designed to deliver the brand’s new position and promise to the community, patients, caregivers, and constituents throughout key areas of the market.

The Challenge

LCMC Health is a New Orleans based health system that manages five hospitals in Greater New Orleans. Many members of the community associate LCMC Health with Children’s Hospital of New Orleans. However, we learned that in the community there were audiences who were unaware that LCMC Health also manages four other area hospitals – Touro, University Medical Center, West Jefferson Medical Center and New Orleans East Hospital.

The majority of hospitals within the LCMC Health system, including 167-year-old Touro, have provided exceptional care to multiple generations of New Orleans-area families. Whether to have babies, mend a broken bone, rehab an injury or fight cancer, local patients know each hospital as a standalone institution, and sometimes not a member of a larger system.

This opportunity to create an even greater connection between the LCMC Health brand and each physical property was a vital discovery.

The Strategy

Analysis and insights revealed the need to build a stronger physical connection between the properties.

Morgan & Co. looked for ways to bring together the campaign, the new brand and the physical properties through a seamless effort. We wanted to educate not only those directly associated with each property, but also those within the community who have very little interaction outside of times of need.

By exploring each property, we discovered the following:

• Most properties were located near major roadways.
• Each property possessed a unique architectural style.
• Many of the properties held a prominent physical position in the New Orleans skyline, and served as a point of reference for locals.
• Signage was sometimes clear only from the ground and entrance perspective.

The Solution

Prime real estate along highly trafficked roadways provided unobstructed views from the public, and provided the planning team with a new, untapped medium – the buildings themselves.

Morgan & Co. has had great success with non-traditional, experiential executions and this campaign for LCMC Health screamed for such a tactic.

By using high-quality, large format adhesive wrap, the campaign was brought to life in clear view of all who navigated the streets of New Orleans. The campaign message increased pride and team spirit among those associated with the hospital, the system and the new LCMC Health brand.

If you’re struggling to solve an advertising dilemma using the same old strategies, reach out to the team at Morgan & Co. We combine solid research and insights with a fresh approach to marketing that gets results for our clients.