Their story

  • This pioneering health system is one of four serving residents of a broad geographic region – one of two in the same city
  • All four offer varying degrees of the same thing – great doctors, new technologies, cutting-edge procedures
  • What truly distinguishes St. Mary’s of Michigan is its people – clinical and non-clinical alike -- who embody the heart and soul of a faith-based organization
  • Rallying associates for a people-centric campaign would serve two purposes: 1) improve employee engagement and customer service initiatives internally; and 2) focus messaging externally in a very competitive market

Helping them tell their story better:

  • We Are St. Mary’s started out as a fun take on the Pink Glove Dance, originally produced by Medline for breast cancer awareness
  • It became an entire campaign and source of great pride for St. Mary’s associates in every department, improving employee engagement and customer service
  • Employees provided input on everything – including music, which ultimately turned into an original song. It was produced professionally, affordably, and eliminated any copyright issues with pre-recorded, popular music
  • The resulting content and commentary helped boost St. Mary’s social media presence
  • The Barckholtz Group coordinated music production, videography, choreography, photography, and design
  • The video not only earned Best of Show honors Addy honors, it was also featured in local media, Health Care Marketing Report

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