Arkansas Children's

The Situation:

Arkansas Children’s is the only hospital system in the state solely dedicated to caring for children, which allows the organization to uniquely shape the lives of children here. The system includes two hospitals (in Little Rock and Springdale), a Level 1 Trauma Center in Little Rock, a research institute and a growing foundation. Arkansas Children’s is affiliated with the University of Arkansas for Medical Sciences and is a teaching hospital with the UAMS College of Medicine’s Department of Pediatrics.

Arkansas Children’s staff consists of more than 500 physicians, 200 residents and 4,400 support staff. Arkansas Children’s Hospital includes 336 beds and offers three intensive care units. The Little Rock campus spans 36 city blocks and has a floor space of more than two-million square feet. The organization also recently opened a comprehensive pediatric medical care in Springdale with the opening of Arkansas Children’s Northwest, the region’s first and only children’s hospital and pediatric emergency room.

Ghidotti was tasked with providing a strategic content marketing plan to help Arkansas Children’s drive business outcomes, volume, growth and patient retention while also lending support to the four overarching marketing strategies: Precision marketing, Search marketing, Storytelling and Reputation.

The Strategy:

The Arkansas Children’s content marketing plan focused on the utilization of all digital channels to build awareness around the brand, help drive business outcomes and support the Arkansas Children’s team as it transitions from a tactical MarCom focus to strategic, data-driven marketing efforts. We encouraged Arkansas Children’s to combine its two blogs (Happy Healthy Blog and Patient Stories) into one blog to streamline all traffic into one source. Content for the blog was organized using designated tags and specific keywords, which made it easier to find content, allowing for the creation of an ebook and increased organic rankings via search engine optimization.

On the social media side, Facebook and Instagram were used to distribute consistent, engaging content, specifically through the use of video. With research showing that videos receive higher engagement than images or links alone, live video was utilized on Facebook to feature Arkansas Children’s physicians and other resources while allowing audiences to interact with them directly. Instagram was used to tease blog stories and videos with shorter clips, while also publishing infographics for patient education and the promotion of events, special observances and new doctors.

We encouraged Arkansas Children’s to make use of Twitter, LinkedIn and YouTube to achieve their content marketing goals. On Twitter, we advocated for the use of relevant hashtags on all tweets, while being engaged with their audience and providing a response when applicable. The approach on LinkedIn was broadened from HR and recruitment to include engagement with other healthcare influencers to expand the network of referring physicians and other professional groups, as well as targeting regional physicians with promoted posts and ads that drive them toward physician-oriented content, newsletters or an email signup form. Much like videos on Facebook and Instagram, YouTube was utilized to increase brand visibility, educate patients and establish Arkansas Children’s as a thought leader and authority in health care.

The Results:

To ensure that Arkansas Children’s achieved its goals, we provided a content marketing workflow guide, which provided a step-by-step process from ideation and creation through tracking and reuse. We also created a content marketing lifecycle directory, outlining the practice of strategizing, planning, producing, promoting, analyzing and amplifying content. These guides were utilized by the Arkansas Children’s team on all of its content marketing efforts to ensure a consistent approach and an optimum outcome.

Our team provided content creation for the newly formed blog. The subject matter ranged from timely information for parents such as back-to-school vaccinations in August and helmet safety during the summer months to telling the stories of the many inspirational patients, nurses and doctors at Arkansas Children’s. The blog was also utilized to promote and drive traffic to specific events or services like a car seat check event and the number of volunteer opportunities available at Arkansas Children’s.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description:

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence.

Write client and internal correspondence effectively and with limited supervision.
Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events.
Proactively identify blog content story ideas and work with the supervisor to develop.
Develop relevant blogs, e-newsletters and website content effectively and with limited supervision.
Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc.
As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
Assist in the management of interns, when applicable.
Be proficient in WordPress.
Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

Account Supervisor Job Description:

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.

Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services:

Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
Develop and write comprehensive strategic marketing plans for clients.
Handle vendor contracts and ensure proper billing.
Demonstrate a clear track record of successfully meeting deadlines and timelines.
Handle day-of logistics on behalf of clients, responding quickly and effectively.
Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy:

Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
Oversee the development of marketing materials and branding campaigns.
Manage creative marketing campaigns on behalf of clients.
Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

Media Relations Manager Job Description:

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives.

Main Responsibilities – General:

Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations:

Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
Perform with Senior Leadership to prepare a plan for strategic crisis communications.
Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
Perform as spokesperson and coordinates official responses to media inquiries.
Conduct media training with clients in preparation for external media interviews.
Support framing and development of main message points for better positioning prior to media interviews.
Prepare speeches, talking points and varied communications materials assisting client spokespersons.
Write pitches, backgrounders, press releases, key messages and blog posts.
Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
Propose ideas proactively for media pitches to stimulate media coverage.
Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
Manage and supervise media events along with initiatives defining company stories.
Identify proactive stories for trade, business as well as consumer media across multiple client industries.
Develop and maintain close media relations to improve press efforts.
Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy:

Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

Arkansas Children’s

The Situation:

The Strategy:

The Results:

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