Tufts Medical Center

Challenge

Tufts Medical Center, a world-class academic facility in Boston, Massachusetts and a principal teaching hospital for Tufts University School of Medicine, hosted its 9th annual Working Wondersevent on February 27, 2012 at the TD Garden. This year’s Working Wonders event was the first signature event for Tufts Medical Center’s new CEO Eric Beyer and it honored former Tufts Medical Center CEO Ellen Zane and Cam Neely, former Bruins player and founder of the Cam Neely Foundation for Cancer Care. Both Ellen Zane and Cam Neely have played a major role in shaping the image of Tufts Medical Center – with Ms. Zane’s leadership being critical to positioning it as one of the finest health care institutions in the nation. Working Wonders was co-chaired by Charlie and Kim Jacobs, which created added buzz about the event. Tufts Medical Center looked to O’Neill and Associates to elevate the profile and increase awareness of the event in order to drive attendance and build support.

Solution

O’Neill and Associates commenced this effort with a strategic planning session with Tufts Medical Center development team to identify the key concepts and primary objectives for the Working Wonders event. The team secured key media coverage, ehich helped to build excitement for the event and spread the word about  the Center’s mission.. O’Neill and Associates utilized the following tactics to raise the profile of Working Wonders:

  • Organized press announcement of sponsorship opportunities, event details and high-profile partnerships;
  • Created unique photo opportunities with honorees to increase press coverage;
  • Developed human interest story ideas to promote the event and Tufts Medical Center;
  • Pitched high-profile interview opportunities for senior leadership, honorees and co-chairs with local TV and radio shows;
  • Assisted with outreach to special honored guests and presenters;
  • Proposed and executed pre-event activities to increase visibility of the event;
  • Updated fact sheets and other marketing materials on the organization, event and honorees, to be distributed to media;
  • Managed press and media inquiries before, during and after the event; and
  • Placing photos post-event in the society sections of local newspapers and magazines.

Results

As a result of this comprehensive communications campaign, the Working Wonders Gala was an unparalleled success with nearly 1,000 people in attendance. O’Neill and Associates was also able to secure Tiffani Faisson as the event’s celebrity chef and WCVB-TV sportscaster Mike Lynch as emcee for the night. The evening raised $1.1 million for Tufts Medical Center and Floating Hospital for Children. Media placements included multiple features in the following media outlets: Boston Globe, Boston Herald, Boston.com, NESN, WCVB-TV Channel 5, and Wicked Local North Attleborough.

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