Spectrum Health is a nonprofit health system that includes a delivery system, a medical group and a provider-based insurance plan. Based in Grand Rapids, it is West Michigan’s largest employer and one of the nation’s top health systems based on size and performance. Foremost Graphics and Spectrum Health have a decades-long history of working in partnership.
When Spectrum Health was preparing to open its $92 million cancer center, the Lemmen-Holton Cancer Pavilion, the organization’s marketing team came to Foremost Graphics with an unusual request. They wanted our help executing a planned three-week marketing blitz to introduce the cancer center to the public.
In addition to the simple task of printing brochures and other campaign materials, the client asked us to manage the distribution of thousands of yard signs to employees system wide. The idea was that employees would plant the signs in front of their homes to cultivate interest in the new cancer center’s opening.
With only a few days’ notice, we came up with an inventive plan that enlisted help from dozens of Foremost Graphics and Spectrum Health staff members, as well as several Foremost Graphics retirees.
Foremost Graphics became the central warehouse for skids full of yard signs, metal wickets, vinyl bags and brochures that would be distributed to Spectrum Health employees. The day before distribution was to begin, crews roped off distribution stations in parking areas at each Spectrum Health location across West Michigan. For the next several days, Spectrum Health employees worked these stations on three shifts. They handed out signs to each employee, along with information about the marketing campaign, while Foremost Graphics kept the stations stocked in just-in-time fashion.
Soon yard signs with a curious teaser—June30.org—began popping up on lawns across the region. The signs prompted conversation and drove a great deal of traffic to the June30.org website, where people found information about the cancer center and its June 30, 2008, planned opening.
At the end of the campaign, Foremost Graphics coordinated collection sites at various Spectrum Health locations so employees could return the signs for recycling.
This smart, creative campaign generated extraordinary exposure for Spectrum Health and the Lemmen-Holton Cancer Pavilion. By providing expert printing and distribution services, plus rapid planning and complex logistics, Foremost Graphics helped make this campaign an enormous success. And by incorporating the recycling initiative, we supported Spectrum Health’s aggressive environmental commitment.