hero

Prairie Lakes Specialty Clinic

Branding

Prairie Lakes Specialty Clinic

Prairie Lakes Healthcare System is located in Watertown, SD, and is a leader in regional healthcare for northeastern South Dakota and western Minnesota. Caliber has been a partner of Prairie Lakes Healthcare System since 2011 and recently helped them develop a campaign to announce the opening of the new state-of-the-art Prairie Lakes Specialty Clinic.

MESSAGING STRATEGY

Caliber created two separate message statements that carried the consumer from phase-to-phase (Pre Open and Now Open) and were also structured in a way that could be utilized in long-term promotions. This future-based messaging is built around how Prairie Lakes has new technology and the future in mind.

 

PHASE 1: PRE OPEN – THE FUTURE IS BRIGHT

The first phase “the future is BRIGHT” is meant to be the introduction phase. It’s very simplified in messaging and imagery is focused on introducing the building and its modern elements.

 

PHASE 2: NOW OPEN – THE FUTURE IS NOW OPEN

Phase two is specialist/technology focused in imagery and messaging. Imagery showcases specialists in the new clinic in their respective specialty environment either with or without technology/patients. During this phase the color spectrum really comes into play. The colors become directly associated with their respective specialty and the text reiterates the new location of each individual specialty.

With the 65,000 square foot addition, the marketing goal was to inform and educate the entire region about the open date and the services available in the new Specialty Clinic. The new campaign message and theme was about the technology and convenience brought to the area residents with several specialties under one roof. In addition to the Specialty Clinic opening campaign, Caliber continues to assist Prairie Lakes Healthcare System in marketing their service lines and highly trained physician specialists in a variety of capacities.