Nurses Week: How One Beck & Masten Buick GMC Honors our Health Care Heroes with TEGNA’s KIII
With Nurses Week, there’s an intrinsic value for us across the board,” says Melynda Lewis, General Manager of Beck & Masten Buick GMC Coastal Bend. “For me, my store, and my employees to walk into a hospital or health care facility – especially through COVID – knowing that we’ve supported the men and women that are just going through it, that intrinsic value is not just with my employees, but across the board.”
Looking back on the early days of the pandemic, we witnessed brave men and women in the medical field risk their lives to help heal our country. Acting as heroes, they ran toward danger while everyone else stayed at home.
Looking for ways to honor their sacrifices and selfless work, Melynda Lewis, General Manager of Beck & Masten Buick GMC Coastal Bend, partnered with TEGNA’s KIII for Nurses Week, a program recognizing these incredible healthcare workers during National Nurses Week.
“The goal of our alignment with Nurses Week was to highlight and uplift the nurses,” says Lewis. “It’s so strange to think about a pre-pandemic world, but at the time they were going through it, and my goal was to remind everyone of that.”
Those reminders came in the form of 30-second spots on KIII while airing stories recognizing nurses serving at the forefront via Broadcast, OTT streaming, and via social media and the KIII website, mobile app, and Facebook page.
“Nurses are very much part of everything we do – not just when you’re in trouble, but also when you’re celebrating. If you get in a car accident, nurses are the ones that are there, and then they are there when babies are brought into life,” says Lewis. “I feel like they’re just such a quiet part of everyone’s it’s just so important to us that we are supporting them, as well as every front-line worker, and everyone that supports the community.”
Account Executive Ken Schuetze notes that Lewis’ passion is palpable. “You can tell she’s very passionate about it and she has the love for what our nurses and first-responders do,” Schuetze says.
“Not only is she able to support the cause, but in this competitive market, Beck & Masten Buick GMC stand out. Who are you going to buy your vehicle from? One that shows goodwill for nurses and healthcare workers, or one that says nothing?” asks Schuetze. “People gravitate towards Beck & Masten because of this support.”
Better yet, data backs up Schuetze’s intuition. A study from Porter Novelli found that 72% of consumers say it’s “more important than ever” to purchase from companies that reflect their values, and the Blackhawk Network found that 60% of consumers are looking to buy from companies that give back to charitable causes.
“It’s so important it is for us to be able to have the chance to raise awareness for nurses,” says Lewis. “We want people to know we’re aware of who supports us first in a lot of different ways, but also who supports our community. We support the people that keep us going when we’re up, when we’re down, and we support those who keep us safe, healthy, and happy.”
Knowing that results from TV ad campaigns can be tricky to measure, Lewis notes positive feedback from aligning messaging with KIII’s Nurses Week.
“Knowing how advertising generally works in a human’s mind, there’s no way to quantify the value of a campaign like this,” says Lewis. “But I can say there’s an intrinsic value for us across the board. “For me, my store, and my employees to walk into a hospital or health care facility – especially through COVID – knowing that we’ve supported the men and women that are just going through it, that intrinsic value is not just with my employees, but across the board.”
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