May 31, 2011
– Wesley Medical Center, an acute care hospital providing full range of diagnostic and treatment services for patients throughout Kansas and northern Oklahoma, will be utilizing newborn photos as part of its new outdoor billboard campaign. Parents of newborns delivered at Wesley Medical Center can upload their infants' picture and birth date on the Wesley Birth Care Facebook page it will then be posted on one of several digital outdoor boards in the Wichita area as part of the hospital's new "Show the World Your Wesley Baby" ad campaign.
“We’re proud to be one of the nation's leaders in delivering babies, and now we are leading in how we show them off," said Paul Petitte, Wesley's Vice President of Marketing. "A picture is worth a thousand words, the saying goes, we believe baby pictures must be worth a million!”
In fact, the hospital is not confining the posting of pictures to current newborns.
“Wesley has been delivering babies for nearly 100 years,” said Petitte. “So whether the baby photo is 20, 30 or more than 50 years ago, it’s still a Wesley baby.”
With more than 2 in 3 babies in Wichita born at Wesley Medical Center, there should be a lot to choose from.” Last year, Wesley delivered 6,381 babies, which is more than any hospital in a 13-state region.
The growth of digital outdoor boards throughout Wichita is making possible the integration between social media and more traditional media.
"This campaign maximizes the very nature of digital outdoor," said Orly Ortiz, General Manager of Clear Channel Outdoor in Wichita, which will be posting the photos on their digital network. "We can post these photos any time with the click of a button. There's no printing to purchase and install, no time lag. That's the power of digital, and Wesley is the first in Wichita to use this new medium in such a dynamic and integrated manner."
The campaign was developed by Wesley's marketing partner, Rowley Snyder Ablah, also in Wichita.
"Making social media work hand-in-hand with traditional media, like outdoor, is a big win, but can be tricky," said the marketing firm's CEO, Bruce Rowley. "Clear Channel went above and beyond, providing access to their customized portal and working with us from the start of the project."
Area travelers can enjoy a bright spot in their daily commutes by looking for the ad campaign on these digital billboards: North I-135, Webb & 21st, Central and Rock, and Kellogg and I-235 West.
Wesley families can upload their baby pictures at facebook.com/Wesley Birth Care.