Children's Hospital of Los Angeles (CHLA) is finding that its partnership with the Los Angeles Kings is building a brand for the hospital and ultimately benefitting the patients needing care.
Historically, the hospital had full capacity so advertising or building a brand in the city wasn't seen as necessary. But since the 2011 opening of Children Hospital's expanded facility, getting out the word about the hospital's services required a branding focus.
"Not a lot of families in the greater LA area knew about the hospital," said Chief Marketing Officer DeAnn Marshall. She said a survey using a robust sample provided evidence that the hospital had a "strong reputation but a weak brand."
A blood drive program between the two organizations has built awareness between Children's Hospital and the LA Kings.
LA Kings' Players and Families
There's personal involvement with Children's Hospital Los Angeles from the Kings.
Dustin Brown's Hit Tracker provides $ 50 to the hospital's neo-natal unit for each hit he makes during the season. He raised about $ 15,000 during the 2010-'11 season, said DeAnn.
When CHLA opened its expanded facilities in July 2011, the hospital anticipated an increase in web traffic. Luc Robitaille joined an online "Look for Luc" initiative where web visitors clicked through the site to find the Kings' legend and the team's president of business operations.
"Our web traffic spiked dramatically," remarked DeAnn.
"The players' wives will visit during the holidays, donate gifts, and wrap presents for families who can’t afford to give presents to their children."
"And we benefit the Kings," she said. "They participate in events and get exposure, too."
The Kings Care Foundation hosts an annual golf tournament to raise money for cancer research at the hospital.
DeAnn Marshall said there is a close working relationship between Children's Hospital and the Kings that permeates the organizational culture with the ultimate goal of providing quality care for the patients.
Click here for a closer look at the Children's Hospital web site
Click here to read about Dustin Brown's Hit Tracker on the LA Kings web site
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