Studio 11

Chal­lenge

The IWK Health Cen­tre Foun­da­tion was get­ting ready to enter the Prince Edward Island mar­ket­place with their ver­sion of a Children’

s Mir­a­cle Net­work radio­thon. They also had to exe­cute a sec­ond Monc­ton radio­thon in New Brunswick. The first one was suc­cess­ful but was faced with some neg­a­tive local media cov­er­age on why Monc­to­ni­ans should be sup­port­ing their local hos­pi­tal, not the IWK.

Exe­cu­tion

With nine years expe­ri­ence work­ing with the IWK, Leanne was called upon to help the Foun­da­tion and they became one of Stu­dio 11’s first clients. Stu­dio 11 devel­oped a plan that involved gar­ner­ing sup­port from fam­i­lies and donors who had past IWK expe­ri­ences to tell their sto­ries, vol­un­teer their time to answer phones, serve food and cheer­lead the radio part­ners. We worked with the radio teams as well as the Foun­da­tion team and the local oper­a­tions com­mit­tees to map out what needed to be done to mar­ket and exe­cute the radio­thons, devel­op­ing posters, tent cards, ads, ban­ners and fundrais­ing ideas.

Through­out the plan­ning phase, we part­nered with local fam­i­lies, the Health Centre’s pub­lic rela­tions depart­ment and the Foundation’s com­mu­ni­ca­tions team to build and imple­ment a strong media rela­tions strategy.

Results

The IWK Radio­thon on C103 and XL 96.9 was a suc­cess, sur­pass­ing the pre­vi­ous year’s num­bers and did not receive any neg­a­tive cov­er­age from local media out­lets. In fact, there was a great, pos­i­tive story done on CTV.

The IWK Radio­thon on Ocean and K-Rock in PEI, raised more than $100,000, dou­ble what was expected and becom­ing the most suc­cess­ful sub-market radio­thon that year in Canada. (sub-market means a loca­tion out­side the direct sur­round­ing area where the hos­pi­tal is located).