NewCourtland 20th Anniversary

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Background:
With it’s roots reaching back all the way to the Civil War, NewCourtland was formed in 1995 after the sale of Presbyterian Hospital to the Hospital of the University of Pennsylvania health system. Its mission is to serve the health needs of seniors, especially those who are vulnerable or poor.

The Problem:
After the sale of Presbyterian Hospital, NewCourtland began addressing the needs of seniors by building what was soon to be recognized as the region’s leading nursing home care network. Over the course of nearly two decades, they built and acquired multiple nursing homes, established a nursing education program, sponsored a scholarship program at UPenn’s school of nursing, and gained national recognition for many of their programs. However, as the needs of seniors and the healthcare landscape evolved, NewCourtland needed to change with it and transform itself into an organization that goes beyond nursing homes to help seniors “age in place,” so that they may live as independently as possible, for as long as possible, on their own terms.

The Solution:
Working closely with the leadership team at NewCourtland, Munroe developed a 20th anniversary campaign that would help them celebrate and recognize all of their incredible achievements over the past two decades, and set the stage for the New NewCourtland. The campaign consisted of a special 20th anniversary logo and tagline, a series of posters, an interactive milestones microsite named “Touchstones” and a celebratory event.

The Touchstones microsite chronicled the organization’s great history and achievements, internal and external communications, and culminated in a high-profile event and interactive 20th anniversary exhibition. Attendees included community members, local Councilmen and State Representatives, as well as high-ranking government officials and media. The interactive exhibit brought the past 20 years to life, featuring large-scale kiosks with iPads for visitors to watch videos, view photos, read stories and learn more.

Experience Touchstones here.

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