Publication Copywriting and Design, Art Direction and Photo Shoot Coordination
Frederick Health is an established non-profit healthcare system in Frederick, Maryland, with locations and affiliates across the county. Over the decades, they’ve built a reputation for reliability, and are always adapting to meet the area’s changing needs.
Although 2020 was a tumultuous year for many, it was an even more challenging year for those in the healthcare industry–and especially Frederick Health, who was on the cusp of launching a new brand and a major remodel at the beginning of the pandemic. Their priorities quickly shifted, and they enlisted the help of Postern to create their Community Impact Report and Donor Report, two major publications that would shine a light on the organization’s recent evolution.
The Community Impact Report
The 2020 Frederick Health Community Impact Report was one of the first touch points in their new brand for the community they serve. In addition, this was the first time this publication had been created–leaving the door open for possibility. Its purpose was to showcase the impact the system had on the health and wellbeing of people in the community through self-funded programs. While the impact of their work was measured in technical terms, this report would need to simplify and summarize the results, making it easily digestible for the general public.
Postern collaborated with the marketing department to develop a concept, and then hit the ground running to create a publication that would be mailed to customers countywide.
To engage and inform readers, human interest stories highlighted the ways each of these programs touched the lives of those they helped. For example, the telehealth monitoring service was highlighted by telling the story of Bettielue Hahn and her husband George. The couple, married for 70 years and long-time Frederick residents, shared how the telehealth monitoring program has brought them unparalleled convenience and peace of mind.
To give context on the community-wide impact of programs, custom infographics and statistics were brought to the forefront with colorful treatments and simple icons. In addition, each human interest story was paired with custom, personalized photography.
2021 Spring Donor Report
Following the community impact report, the Spring 2021 Donor Report would be published to shine a light on the individuals and organizations that donated to the nonprofit over the preceding six months. For this project, Postern worked with the development team, rather than the marketing team. However, the knowledge we gained about Frederick Health while working on the Community Impact Report helped us create cohesive pieces that complemented one another and effectively showcased the brand.
Like the Community Impact Report, the Donor Report revolved around human interest stories. Donors were selected for interviews and had an opportunity to share the powerful reasons behind why they chose to give. For example, Amanda and Aaron Forster chose to donate based on their own personal experiences of loved ones battling cancer.
Custom photography was taken of each of the featured families in a variety of outdoor settings, due to COVID-19 restrictions, and accompanied each of their stories in the final piece.
The completed piece was mailed to a large audience, including each of the donors who were listed in the report, shared online, and among hospital staff and at Frederick Health locations.