VCU Health
VCU Health provides care throughout central Virginia, with 13,000 employees – including 800 physicians – serving the region at 70 locations. VCU Health selected JMI to engage and inform historically hard-to-reach populations living in the service area. Our ongoing collaboration with VCU Health has reinforced their commitment to underserved communities, beginning with a series of campaigns that included strategic and media planning, creative development, and multi-channel executions. With the onset of the COVID-19 crisis in 2020, we worked closely with VCU Health on a mid-scope pivot to regularly update audiences with the latest pandemic health and safety information.
The VCU Health Campaign featured infographics and easy-to-scan information about a multitude of health issues experienced by residents in targeted communities.
During the COVID-19 pandemic, Spanish-language posters communicating safety tips and information were developed for distribution in local churches and neighborhood markets.
Cynthia Schmidt – Chief of Marketing (Retired)
Department of Strategy & Marketing, VCU Health
“Throughout the course of our longstanding relationship, JMI’s own involvement in the community and their unique approach to minority-focused outreach and engagement have allowed VCU Health to make stronger connections with the communities we serve. JMI’s knowledge of our target audiences, research and insights capabilities, and their strategic and creative expertise offer the support we need to continue to elevate the voice of VCU Health as we work to preserve and restore health to all members of the Richmond community. The account management team at JMI is effective, thorough and detail-oriented, and the agency’s strong relationships with media have helped to maximize exposure of our messaging to target audiences.”