Marketing Case Studies

North Carolina Tax Amnesty Plan

In 1989 North Carolina ushered in its first Tax Amnesty Program, a 90-day period from September 1 through December 1, during which delinquent tax payers could come forward and pay their back taxes plus interest without civil penalty or criminal prosecution. Using an aggressive public relations campaign, Janet Moore worked closely with the Department of Revenue to launch and promote the benefits of the Tax Amnesty Program to Certified Public Accountants and attorneys, whose clients might benefit from the program, as well as the general public.

The 1989 North Carolina Tax Amnesty Program exceeded the State’s goal and generated $39 million (qualified) and an additional $3 million (nonqualified). In the FY 2012 dollars, this translates into $118 million in revenue.


Lighten Up 4 Life

Mission Health wanted a new way to engage employers in the health and well being of their employees. In 2008, the health system’s marketing team, led by Janet Moore, developed the concept of a workplace-based weight loss competition entitled Lighten Up 4 Life. Team of four compete with each other and collectively with other business to see who can lose the most weight. Employers quickly got on board recognizing that this was a way to promote healthy living in a part of the state where obesity and diabetes are significant issues. A robust web site provides in-depth information about weight loss, healthy eating and exercise, along with a current list of athletic activities, while Facebook and Twitter keep participants connected with the program, wherever they are.

Since it began Lighten Up 4 Life has helped thousands of people embark on a successful weight loss journey with co-workers, family and friends with the results being more than 150,000 lost pounds. In 2009, Lighten Up 4 Life received the American Hospital Association’s NOVA Award for innovation in healthcare. Today, the program is now being used by hospitals throughout Western North Carolina and in Delaware, Georgia, Nevada, New Hampshire, New Jersey.

Creating the Mission Brand

In 1996 two long time competitors joined forces. Memorial Mission Hospital, a community-owned not-for-profit, and St. Joseph’s Hospital, a Catholic hospital owned by the Sisters of Mercy, merged to become Mission St. Joseph’s. The process took 18 months and required approval from the U.S. Justice Department, the N.C. Department of Health and Human Services and the N.C. Department of Justice.

The Waiting Game
The communication challenges during this phase of the process included 1) keeping stakeholders informed of developments  and 2) preparing for one of two outcomes – that the acquisition would or wouldn’t be approved. Using well-timed newsletters and regular town hall meetings, internal audiences were kept informed and had opportunities to ask questions and receive answers. Regular communications to community leaders kept key external audiences in the loop during the 18-month wait.

Creating a New Brand
Once the merger was approved, the brand evolution process began. After conducting research among consumers in western N.C., it was determined that there was too much equity in the hospital names to abandon them. Initially, the organization branded itself as Mission+St. Joseph’s, giving each member equal weight. With the acquisition of St. Joseph’s by Mission in 1998 followed by the addition of community hospitals in subsequent years, the name evolved into Mission Hospitals. As the organization grew and expanded its outpatient presence, it became Mission Health and Hospitals. When the Mission Health name became available in 2008, it was secured and in 2011 the organization’s name was shortened to Mission Health. The process took place over 15 years and involved four Mission CEOs.

Today, Mission is the most recognized healthcare brand in Western North Carolina, with consumer awareness and preference consistently registering at 90% or higher throughout the region.

Putting the National Spotlight on Biltmore Estate and Asheville

There was a time when the national media didn’t know the difference between Asheville and Nashville, Biltmore Estate and San Simeon. They do now.

Beginning with cold calls to editors and producers, Janet Moore generated national coverage for Biltmore Estate  and Asheville that established the foundation for their position today as a national travel destinations.

Results:  Her efforts resulted in live coverage from the Estate by The Today Show and Good Morning America on Christmas morning, as well as a feature on CBS Sunday Morning that focused on William A. V. Cecil, grandson of George Vanderbilt. In addition to launching Christmas at Biltmore and opening Biltmore Winery, she provided public relations support for the successful introduction of Biltmore wines into retail settings.