BayCare

Timeline: January 2018-October 2019;  Construction & Presale, Opening & Operations 

The BayCare Bloomingdale project spanned from construction & presale to opening & general operation, with the goal of developing and implementing a comprehensive marketing strategy to drive member prospects for the fitness center within the newly constructed Bloomingdale HealthHub. Simultaneously, the operational marketing plans and implementation for three other BayCare fitness center locations (Carillon, Cheek Powell, and Palm Harbor) were managed.

The scope involved collaborating with Exos regional and location leadership along with BayCare leadership and marketing teams to devise a strategy and budget. This included overseeing the creation of various promotional materials, direct mail series, print and display ads, emails, internal and external signage, radio scripts, and organic social content. A notable achievement was the successful advocacy for a unique brand identity for the fitness center, resulting in a refreshed and customized appearance distinct from BayCare’s strict brand guidelines.

Strategy: marketing plans for pre-sale, opening, launch, operations
Brand:  creation, implementation, and management
Content:  email, print collateral, presentations, radio scripts, organic social, DM, advertising, signage
Liaison:  senior leadership, team, RWC
Management:  account, brand, project, budget
Tools – Google Suite, Basecamp
Training – marketing, email, Canva, web