Case Study

Client: St. Joseph’s Hospital – Estevan, Saskatchewan
Project: Staff Engagement Campaigns – We Are St. Joe’s & Thank a Staff
Services Provided: Campaign Branding, Content Strategy, Social Media Management, Community Engagement

The Challenge

Like many healthcare facilities, St. Joseph’s Hospital faced ongoing challenges in staff retention, recruitment, and morale — especially in a rural setting. The leadership team recognized the need to strengthen staff pride, highlight their dedication, and showcase the hospital as a supportive, community-centered workplace.

The goal was to create campaigns that:

• Celebrated staff contributions.
• Increased public awareness of the people behind the care.
• Fostered stronger community and staff connection.

Our Approach

Impact Creative partnered with St. Joseph’s Hospital to develop two people-focused campaigns — We Are St. Joe’s and Thank a Staff — designed to humanize the hospital, create internal pride, and encourage community appreciation.

Key Actions:

• Campaign Branding: Designed cohesive visual identities for We Are St. Joe’s and Thank a Staff that reflected the hospital’s warmth and professionalism.
• Staff Spotlights: Created photo and video features showcasing individual staff members’ stories, roles, and “why I work here” moments.
• Community Interaction: Built Thank a Staff as an interactive campaign, encouraging community members to submit messages of gratitude via social media and dedicated web forms.
• Content Strategy: Developed a calendar blending staff recognition posts, behind-the-scenes glimpses, and positive patient experiences.
• Multi-Channel Distribution: Shared campaign content across Facebook, Instagram, and the hospital’s website to reach both internal and external audiences.

The Results

• Increased Engagement: Staff spotlight posts consistently achieved above-average engagement on social media, with shares and comments from both staff and community members.
• Positive Community Feedback: Dozens of public “thank you” messages submitted through the campaign’s online and social channels.
• Improved Staff Morale: Internal feedback indicated staff felt valued, recognized, and more connected to their community.
• Stronger Employer Brand: The hospital’s image as a caring, team-focused workplace was reinforced, aiding recruitment efforts.

The Impact

The We Are St. Joe’s and Thank a Staff campaigns successfully shifted the conversation from the facility to the people, making the hospital’s brand more relatable and emotionally resonant. By showcasing real stories and gratitude, the campaigns helped build community trust and staff pride at a time when both are vital to healthcare success.