Branding on a Budget: Creative Opportunities With Limited Resources



Branding on a Budget:
Creative Opportunities With Limited Resources

On Demand, Self-Paced
24/7 access

In this new online course, learn how your colleagues from smaller to mid-size organizations, who are balancing limited resources and limited budgets, were able to successfully capitalize on internal and external resources to support brand position and implement creative outreach opportunities at little to no cost. Staffing and budgets might be minimal, but creativity is limitless!

Register for this on demand online course and learn how to:

  • Launch a rebrand requiring a cultural transformation (with just two staff).
  • Utilize an employee-driven “brand council,” to impact the patient experience, hospital operations and the launch of a new brand.
  • Launch a digital marketing campaign to capture new market share and improve social media engagements in small markets.
  • Compete differently by positively promoting its small size through a video campaign to help win market share.
  • Manage a large volume of creative projects with a centralized project workflow solution via smartsheet.
  • Break through the noise and develop abstract campaigns that are heard.

This course includes a variety of discussion board activities and access to additional resources including templates, articles and past conference session recordings.  


Module 1 | Leveraging Video to Maximize Your Marketing Budget and Time
Brookings Health System, a rural, community health system based in Brookings, SD, has used video content as a key branding component to establish a new face for the organization. By partnering with 9 Clouds, a boutique agency that specializes in data-driven digital marketing, the health system built a successful, affordable digital campaign centered on video content.

Learning Objectives:

  • Learn how to maximize your marketing spend with ways to reuse and repurpose your video content
  • Generate ideas of how you can compete differently for your own organization based on your competitive advantages
  • Establish goals and use data to measure the results of your marketing

Julia Yoder is the Marketing & PR Director at Brookings Health System
Sarah Carnes is the CEO and Managing Partner at 9 Clouds

Module 2 | Award Winning Marketing Campaigns with Peanuts for a Budget
Pablo Picasso once said, "learn the rules like a pro, so you can break them like an artist." Really, he said that. Look. In fact, go to Facebook and search #PicassoPules to verify. Made you look.  I really just wanted you to see my hospital & be able to track who is interested in this class. Effective Marketing is not defined by the amount of zeros behind a campaign, but by the sheer results it drives. Venture into the case studies of a one (wo)man marketing department who collects awards for abstract campaigns, using peanuts for payment.

Learning Objectives:

  • Make a pink tutu for their hospital/ practice
  • Break through the noise and develop abstract campaigns that are heard
  • Better communicate with physicians and employees

Elizabeth Harvill, Director of Marketing and PR, Meadows Regional Medical Center

Module 3 | Cultivating Resources to Grow Your Brand
Following a successful rebrand, a less than two-person marketing team was challenged to maintain momentum on a reduced budget. The team worked collaboratively to create strategic outreach opportunities and identify resources that would assist in establishing increased brand awareness. Though faced with a challenge, the team capitalized on internal and external resources to support brand position and implemented creative outreach opportunities at little to no cost.

Learning Objectives:

  • Identify the key components of a successful rebrand.
  • List strategic ways to achieve more brand awareness with less resources.
  • Establish an aggressive marketing and physician relations plan to maximize results.

Julie Akers, Marketing Coordinator, Madison Health

Module 4 | Use of a Brand Council

Understanding, and then improving, the patient experience is critical to the launch of a new brand. With Carilion Clinic’s women’s services branding efforts as the backdrop, this session takes a practical look at how an employee-driven “brand council” can impact the patient experience, hospital operations, and the launch of a new brand. Participants will learn how to identify potential pitfalls; understand the challenges of bringing disparate employees together; and benefit from lessons learned as we discuss brand councils, patient journey mapping, and the branding process.

Learning Objectives:

  • Build and incorporate a brand council into a branding process.
  • Help their organizations “connect-the-dots” to improve patient service across service lines.
  • Use a brand council to build internal support for a new brand.

Elizabeth Parkins, Marketing and Communications Consultant, Carilion Franklin Memorial Hospital
Fidel Valea, MD, Medical Chair, Senior Vice President, Carilion Clinic Department of OBGYN

Module 5 | Leveraging Digital Media to Scale
This session will explore how healthcare marketing strategists can effectively utilize digital marketing to capture new market share, grow patient volume, enhance brand equity, and improve social media engagements in small markets.

Cape Regional Health System, a small community healthcare delivery system in southern, New Jersey entered the new world of digital marketing for the first time in 2017.  For the system, the most important aspect of the campaign was to generate the right traffic to unique consumer focused landing pages and capture a higher than average rate of return in converting those consumers into targeted leads from a business development perspective.  All without the benefit of a comprehensive customer relationship management program or physician liaison function.

Learning Objectives:

  • Develop and successfully launch results oriented digital marketing campaigns in targeted geographical markets
  • Effectively utilize and align social, display, search, mobile and retargeting marketing practices with an organizations target audiences and business development objectives
  • Create unique consumer engagement opportunities which generate value added website traffic with higher than average returns on investment and conversion potential

Michael Slusarz, Vice President Marketing & Business Development, Cape Regional Health System

Module 6 | Learning How to Juggle: Creating a Successful Workflow for Creative Projects
Learn how a small in-house agency manages a large volume of creative projects with a centralized project workflow solution. From managing website development and video production to business cards and letterhead, the full-service marketing team at a West Texas rural hospital found an ally in technology that helped them juggle projects more efficiently and effectively.

The department adopted a solution through Smartsheet in 2017 that allows clients to submit project requests online and provides account managers with updates on the progress of each project. In addition, the team developed a project guide and production timelines, as well as updated the style manual. All marketing team members have access to all marketing creative project requests and can easily manage another person’s project in their absence.

Learning Objectives:

  • Determine the need for a project management solution.
  • Design an efficient workflow for creative projects.
  • Leverage existing technology to increase accountability and communication in project development.

Jesiree Driskell, Digital Marketing, Hendrick Health
Lynne Bruton, Media and Communications, Hendrick Health