Led by Prof. Douglas Davis, Non-Profit Capstone for Columbia Children's Health a BIC success

12/30/2014 Unknown 0 Comments

Professor Douglas Davis rehearses the teams.
On December 18th in Shepard Hall, the inaugural BIC class pitched their 360 degree communi- cations campaigns to its client, Columbia Children's Health. Located in northern Manhattan, Columbia Children’s Health offers comprehensive health services to children, especially to those in need of special care. Its renowned Columbia network is a braintrust of the world’s best physicians, surgeons, and caregivers who are passionately dedicated and embrace collaboration with colleagues over ego. 

Representatives from CCH listening to presentations.

Founded in 1887 as The Babies Hospital, it's the oldest hospital dedicated to the care of children and babies in New York and enjoys much of its preeminence thanks to its relationship with Columbia University’s medical school, the College of Physicians and Surgeons. Today, a series of hospital mergers and an association with Morgan Stanley has led to brand confusion -- the perfect opportunity for BIC students to roll up their sleeves and get to work.

Presenting the "We Get Better Together" campaign.

Back in August, BICsters were divided into three competing communications teams to build on existing brand equity and develop meaningful and compelling communications materials that will solidify CCH’s identify as uniquely qualified to deliver complex care to children. 

Ruth Ogbeab, a member of the winning team.

After months of research, strategic mapping, and campaign development, representatives from CCH -- which included Dr. Lawrence Stanberry, Chair of the Department of Pediatrics at Columbia University Medical Center (CUMC), Dr. Michael Weiner, Vice Chair of External Affairs for the Department of Pediatrics at CUMC, Dr. Steve Kernie,  Director of the Division of Pediatric Critical Care Medicine at CUMC, Dr. Karen A. Kennedy, Chair of the Children’s Board at Columbia, Pam Kernie, Children’s Board member, Gail Albert Halaban, Children’s Board member, and Ellen Oppenheim, Children’s Board member -- evaluated all three campaigns and after a long deliberation declared the campaign "Champions for Our Children" the winner.