1. ABOUT CHILDREN’S HOSPITAL LOS ANGELES
Children’s Hospital Los Angeles is a 501(c)(3) nonprofit institution that
provides pediatric health care to more than 111,000 children each year in
a setting designed just for their needs.
CHLA opened its doors in 1901 to 14 patients. Today’s campus is home
to medical experts who have developed more than 350 pediatric specialty
programs and services.
CHLA is a provider of more than $232.6 million in community benefits
annually to children and families. As the first and largest pediatric hospital
in Southern California, CHLA relies on the generosity of philanthropists
to support compassionate patient care, leading-edge education of the
caregivers of tomorrow, and innovative research efforts that impact
children at the hospital and around the world.
MISSION | We create hope and build healthier futures.
A grown-up hospital is no place for kids. Since opening in 1901
Children’s Hospital Los Angeles (CHLA) has operated on their belief
in specialized care. To perpetuate its success in medical treatment
and training, CHLA continually needs to educate both caregivers of
children and philanthropists of the benefits that specialty pediatric
health care can bring individuals and society at large.
“With shared educational purposes and a core
audience of families with young children,
partnering with PBS SoCal is a very natural
fit,” says Mallory Car, of the CHLA Marketing
Communications department. “We are pleased
with our Caregivers 365 sponsorship.”
Unique elements of the sponsorship make
CHLA a fully integrated partner in
educational outreach. Its campaign includes
vignettes that promote literacy and car safety.
CHLA appreciates this elevated voice for its
brand in an environment devoid of the noise
of typical commercials.
MARKETING MIX
• PBS SoCal Caregivers 365
sponsorship
• Print
• Digital
• Social Media
• Radio
• TV
• Outdoor
MARKETING OBJECTIVES
DIFFERENTIATION | educate
both the public and insured payers
of the importance of pediatrics as a
specialty and CHLA’s leading role in
all pediatric specialties
FUNDRAISING | communicate the
fundraising needs of CHLA
OUTREACH | showcase CHLA
educational initiatives
BOTTOM LINE
The mix of promotional messages
with educational outreach
announcements keeps CHLA
top-of-mind in a fresh way that
aligns with its marketing goals
and service to the community.
INTEGRATED PARTNERSHIP