January 13, 2006

Sire promotes home health in TV campaign

Bloomsburg—Offering care in a variety of settings, Columbia Montour Home Health and Hospice takes pride in promoting dignity and compassion for the terminally ill and their families. Sire Advertising recently partnered with Columbia Montour to take this message and the organization’s unique approach to the region’s cable audience.

“After meeting with Columbia Montour, I was impressed with the relationship this organization had with its patients,” said Sire President Shawn Felty. “The interactions were more like longtime friendships than anything else.”

It was this level of care and sincere dedication that Sire wanted to incorporate into the new television commercials. Following project inception, Sire toured Columbia Montour’s residential hospice facility at Maria Hall. After speaking with the residents and learning as much about the program as possible, Sire developed a storyboard and script for two 30-second television spots.

After two days of filming, Sire was able to capture all aspects of the program with on-site footage of the home health program, bereavement counseling, and the residency program at Maria Hall. To make the most of the footage, Sire suggested utilizing the outtakes to create a testimonial video to be incorporated as an additional marketing component on the organization’s Web site.

Sire also coordinated a strategic three-month campaign to run on a select group of cable stations, chosen based on core demographics, frequency, and reach. This cost-effective program was geared toward attracting a captive audience of viewers deemed to benefit from hospice services in the given target area.