Yes, Noble

Internal Marketing Campaign, transitioning to External Campaign

In 2011 Noble Hospital, a small regional healthcare facility in Western Massachusetts was in trouble. A the new president was brought in to make some hard decisions. He tasked LogicTrail* to create an internal campaign to address the changes that were coming that could then transition into a public campaign.

Through extensive interviews and research it became clear that much of the staff were long time employees, and they had a personal stake in the hospital and the community they served. Telling their stories became a focal point of the campaign, to not only show that they were being listened to, but also being heard.

The campaign was built on foundation of the improvision techinque of  “yes, and...”, a technique in which the goal is to keep a conversation moving. We settled on the phrase Yes, Noble. As in “Yes, Noble has and ER”, “Yes, Noble has a cardiac unit”, and “Yes, Noble is going through some changes”. The visual of the logo was developed to emulate and stimulate the conversation–ask questions, give answers, and keep the conversation going.

This led to a campaign which focused on the individuals of Noble from cafeteria staff, to ER doctors, to administrative staff. It began with a series of posters featuring a staff member, which lead to a website populated with interview’s that told the individual Noble stories. These posters where hung around the hospital generating interest among employees, and also cued patients and visitors that something new was happening at Noble.

* Produced while serving as Creative Director at LogicTrial.
Gold Aster Awards for excellence in healthcare marketing.