3. Current Vision
We will be the best children’s hospital.
We will provide patients and their families excellent care with
compassion and respect
We will provide superior, accessible, cost-effective service
We will attract and retain the best talent at all levels of the
organization
We will be one of the top five pediatric research institutions
We will be the nation’s premier pediatric educators
We will achieve worldwide prominence by integrating patient
care, research, education and advocacy
4. Vision Statement Analysis
Pros Cons
Positive, self-fulfilling Vision is not stretching far
language: “We will…” enough: already
“provide[s] patients and
Specific goals to be their families excellent
reached: “be one of the care with compassion
top five pediatric research and respect”
institutions”
Too long or could include
a slogan
5. Vision Statement Option
We will improve the lives of children through methodical
service while integrating patient care, research, education
and advocacy.
6. Current Mission
We believe all children have unique needs and should grow
up without illness or injury. With the support of the
community and through our spirit of inquiry, we will prevent,
treat and eliminate pediatric disease.
7. Mission Statement Analysis
Pros Cons
Inclusive language: “we” Everyone agrees that
children “should grow up
By saying, “With the without illness or injury”,
support of the so it is stating an already
community” it sets shared belief
company up for
fundraising
8. Mission Statement Option
Through the Seattle Children’s Hospital spirit of inquiry
and support from the community, we will prevent, treat
and eliminate pediatric disease.
9. Branding
Affordable Children’s Financial
Assistance Program
Top Research
Safe Institute & Nationally
Ranked Hospital
Part of the Community Community
Engagement
Through Classes &
Events
10. Goals
1. Raise funding for
community classes
2. Raise awareness of
community classes
within the Greater
Seattle Area
3. Raise attendance for
community classes
11. SMART Objective
We will raise $700,000 to fund Seattle Children’s Hospital
Community Classes through the Teaching for Life auction.
12. Current Strategic
Communication
Easy to use website
with visuals & relevant
information
Identifiable logo
& color scheme
13. Current Strategic
Communication
Giving Seattle Children’s a
Face
Staying
Connecte
d
14. Research Gathered from
Interview
Primary Interview
Heather Cooper
Manager, Community
Education and Outreach at
Seattle Children’s Hospital According to Heather Cooper,
Seattle Children’s Hospital
Strives for
“Community Engagement”
“Customer Service”
“Enthusiasm”
“Optimism”
15. Recommended Research
How successful Social Media has been for the Seattle
Children’s Hospital brand
How the community views Seattle Children’s Hospital
What can be done to improve image for current and
incoming patients
How children view Seattle Children’s Hospital
What Seattle Children’s Hospital rates for pediatric care
compared to other Seattle Hospitals
16. Market & Niche Audiences For Auction
Greater Seattle
Community
Parents in the Greater
Seattle Community
Wealthy Parents in the
Greater Seattle
Community
Wealthy Parents in the
Greater Seattle Community
who have used Children’s
Hospital’s services
17. Situation Analysis Using
SWOT
Interna Strengths Opportunities
l • Evening auctions gain • Auctions allow time to
more publicity include information about
• Cooperation with Seattle Children’s
different Seattle Hospital and
Children’s Hospital opportunities to support
departments
Extern Threats Weaknesses
al • Other events; auctions, • In this economy, some
dances, family events, may not want to bid as
holidays much as in the past
• Environmental: traffic, • It is near the end of
rain, lack of parking or school year so some
directions families may leave for
18. Strategies & Tactics
Create excitement
over event, • Invitation
exclusivity creates
flattery
Get auction • Press Release
publicity
Auction needs a • Creative Brief
specific feel
19. Teaching For Life Auction
Saturday June 16, 2012
The Seattle Marriot Waterfront Hotel
Silent auction with wine and champagne at 6pm
$300 donation for 4-course dinner while speaker tells
more about Seattle Children’s Hospital at 7pm
Live auction at 7:30pm
Thank you candle gifts per guest at 8pm
20. Invitations
Target only niche market for
the auction
Spending less money on
broad marketing
Invitations are more powerful
for recipient using pathos
Recipients are based off of
former donors to Seattle
Children’s Hospital and
board members and
recommended donors
21. Press Release
Logo Children’s
uses on press
“Glamorous” Chose June 16th
releases
catches eye; because no conflicting
pathos events for Children’s, no
Holidays, not a work
evening
All important
information History
Children’s uses
for Press
Relevant story
using male and
female subjects,
and quotes
22. Creative Brief for Event
Planner
SMART Goal included so
everyone is on the same page
about expectations
Will also have a past large donors list
in packet
Sample fabrics and candle scents
will be included in packet
Possible Budget will be included in packet
All important Seattle Children’s contacts
23. Budget
Activities & Deliverables Cost
Renting the Seattle Marriott Waterfront Hotel ballroom $2,000
Invitations $300
Organizing volunteers using interns $50
Candle gifts $300
Catering $1,000
Event Planner $200
Guest Speaker $400
TOTAL $3,950$4,00
0
24. Calendar
Supervisor contact
information
Name of
action so no
one forgets
26. Evaluation & Measurement
1. We will raise an average of 150% profit on live and
silent auction items.
2. The amount of press coverage, including social media,
will be doubled.
3. 50% of the attendees will request to be invited to the
auction next year.
