2009 Platinum PR Awards: PR on a Shoestring Campaign—Good Samaritan Hospital of Dayton

Good Samaritan Hospital 101

Good Samaritan Hospital, a nonprofit facility serving the Dayton area, began working with local schools to deliver sports medicine services in 2007. Out of that effort came “Good Samaritan Hospital 101—Introduction to Careers in Health Sciences,” which was developed with a mere $10,000 budget to grow the hospital’s brand while developing a pipeline of local healthcare pros.

In 2009, GHS 101 debuted as a four-day event at one of the hospital’s partner schools. First, though, the team conducted media outreach to generate interest in the program, which would include a surgeon-led cadaver lab and a mock trauma segment.

Thanks to the outreach and the compelling program, which hosted students from eight schools over four days, the brand got in front of 75% of the hospital’s target market. Plus, thanks to the event, the number of students interested in pursuing a career in healthcare increased by 10%. ■

Honorable Mentions:

ACA International: Ask Doctor Debt—The campaign generated positive publicity for the debt-collection industry and improved financial literacy by creating a fast, free online resource for consumers with credit and debt questions, all on a shoestring budget.

Chicago Office of Tourism: Chicago: A Great Urban Adventure—With virtually no budget, the Chicago Office of Tourism executed a successful phased media relations campaign that supported the citywide summer 2008 tourism initiative, garnering 4.6+ million media impressions.

October 26, 2009