Looking to Expand Your Brand’s Footprint in the Market? Here’s How St. Hope Foundation Uses TEGNA’s KHOU to Accomplish This Goal

“We were in a big growth spurt and we needed the ability to get out and reach those communities getting new health centers,” says Rodney Goodie, the CEO of St. Hope Foundation. “We looked at our marketing strategy and we really needed that capacity to be on a larger platform to be competitive in the market.” 

Meredith Cunningham Published: May 27, 2022

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Based in Houston, Texas, St. Hope Foundation is a community health center that has been serving the community for more than 20 years. The non-profit was created in 1999 as a response to the growing need for innovative, effective healthcare, especially after the challenges that came in 2020.  

 “The healthcare industry had exponential growth. For us to really be competitive, we really wanted to make sure that as our service expanded that our marketing was going along with that,” says Rodney Goodie, the CEO of St. Hope Foundation.  

Serving a growing number of patients with mental health issues, heart disease, diabetes, HIV/AIDS, Hepatitis C, obesity, high blood pressure, gout, skin disorders, cancer, and more, St. Hope was looking to expand its presence in Houston with new health centers.   

“We were in a big growth spurt and we needed the ability to get out and reach those communities getting new health centers,” says Goodie. “We looked at our marketing strategy and we really needed that capacity to be on a larger platform to be competitive in the market.” 

This is where TEGNA’s KHOU comes into play. Leveraging account executive Meredith Rall’s expertise, St. Hope relied on KHOU to target a specific audience and bring in new patients, all within HIPAA guidelines.  

“St. Hope has a unique challenge as a medical practice and a clinic,” says Rall. “They provide services to the masses, but they also have very specific medical diagnoses that they treat, meaning they are looking to target a very unique patient. So the challenge is getting a strong marketing message to those people with a very unique illness, in a world of sensitive data.” 

“Meredith and KHOU definitely understand how to reach our target population,” says Goodie. “They have the marketing portfolio to be able to reach that population and are really hands-on with a local, personal touch.” 

“KHOU is also an industry leader as far as being able to market to the community. They definitely pay attention to what’s happening to the community,” Goodie adds. “We really like the fact that we’re partnering with a media giant that is focused on what’s really happening in the community.”  

“It is definitely unique to be in the Houston market with a large brand like TEGNA behind you,” says Rall. “We aren’t just a media company talking about camera shoots and advertising on air. We are business consultants armed with tools, like TEGNA Attribution, to provide real results.”  

TEGNA Attribution is one of the tools St. Hope used to measure the results of its campaign, and allowed Goodie to directly tie marketing dollars to the influx of new patents.  

“Using TEGNA Attribution to reach specific target groups was huge for us,” says Goodie. “I also think the ability to see the reports, to see what was producing the outcomes we wanted, was important, especially since we know roughly 3,000 to 4,000 new patients a year are totally tied to this marketing.” 

“The bottom line is you can spend a ton of money in marketing, but at the end of the day, if you don’t see the growth of your patients over that time, then you’ve not focused on what’s important,” says Goodie. “I can definitely say, since 2014, and seeing how much the organization has grown, that KHOU has definitely kept us in good company.” 

Sound Good?  

Is your brand looking to expand its footprint in the market? Let’s get in touch.  

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