Results

Tillamook County General Hospital Bond Measure Campaign

Tillamook County General Hospital hired The Ulum Group to conduct an extensive information campaign in advance of a $10 million bond measure to renovate and upgrade the facility. The target audience was seniors, who are the most frequent users of hospital services and also the most likely to vote.

We provided the client with a guide to conducting grassroots activities. Before launching the campaign, we sent a countywide public service letter on how to use the hospital’s new phone system and enclosed a convenient wallet-sized card with emergency and frequently called numbers. This was a good warm-up to the direct campaign.

For the campaign we conducted research and identified our key messages, which were contained in all our communications. We produced one cable television spot, three radio ads, three direct mail pieces, two newspaper ads and lawn signs. In addition we wrote news releases, guest editorials, letters to the editor and phone bank scripts. In a time when most local money measures were being defeated, ours passed 58 percent to 42 percent.

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