Leadership
Driving the Marketing for the Most Significant Philanthropic Investment in Intermountain Health History
Summary
Primary Promise is a once-in-a-generation opportunity to build the nation’s model health system for children. This transformative, multi-faceted plan requires a minimum investment of $600 million in children's health, shared by Intermountain Health and community philanthropic support. This is a defining moment in the history of pediatric care—a visionary chance to shape children’s health and wellness for decades to come, both locally and nationally. Together we’re transforming the delivery of children’s healthcare, expanding within and beyond hospital walls to ensure every child can access high-quality healthcare.
Involvement
Driving this initiative included partnering with a collaborative, cross-functional team to plan and execute a major celebration of Intermountain Primary Children’s Hospital’s 100th anniversary and simultaneously build, announce, and sustain support for a multi-year, $600+ million fundraising campaign, Primary Promise. My role was to team up with creative agency partners and Intermountain cross-functional teams, ultimately to equip Intermountain Foundation Major Gift Officer team for donor engagement and conversations before, leading up to, and following the campaign launch and increase the Foundation's reputation and preference in service of Intermountain Health brand through coordinating messaging and cohesive storytelling.
Execution
Hosted 2,500+ people at a landmark centennial campaign launch event, surpassing the Primary Promise campaign’s $600 million revenue goal by June 2024 through financial gifts and commitments and a seven-point increase in Primary Children’s Hospital’s patient Likelihood to Recommend scores.
Recognition
Earned over 300 media placements from the Primary Promise campaign launch, with 161 million impressions, including prominent local outlets like ABC4Utah, KUTV News, Fox 13 News, and KSL TV. Awarded the prestigious SABRE award in New York City alongside St. Jude Children’s Research Hospital. Featured in key healthcare trade titles, including Becker’s Hospital Review, Chief Health Executive, and Modern Healthcare.
Engagement
Unveiled the Primary Promise film series—the largest philanthropic storytelling effort in Intermountain’s history. Developed 100+ patient stories across marketing efforts. Achieved 94% slogan recall, 72% audience interest in learning more about Primary Promise, and 66% likelihood among Utah consumers (ages 25-49) to engage with donors and sponsors.
Launch planning
Executed Primary Promise Campaign Launch with creative partners from H+K and Intermountain teams by developing messaging and scripting strategies and managing content and creative from the on-screen films to emcee scripting.
campaign touchpoints
Managed the content included in the Major Gift Officer Donor Outreach Marketing Material Arsenal, which included Campaign Introduction Materials and Campaign Brochures.
donor support materials
Wrote and Designed the Intermountain Foundation Annual Reports in 2021 and 2022, as well as serve as Editor-in-Chief of the Quarterly Messages from Intermountain Chief Development Officer David Flood to all donors.
managing collaboration
Architected a Workstreams and Roles/Responsibility Organizing Document RACI (Responsible, Accountable, Consulted, and Informed) to help with clarity and approval processes leading up to the launch event for Primary Promise.
“Primary Promise is a once-in-a generation vision. Together, we can bring world-class care closer to home for every child in our communities. Your support allows us to create something remarkable — a model health system focused on keeping kids healthy, safe, and out of the hospital in the first place.”
—
Katy Welkie, RN, MBA
Vice President, Intermountain Children’s Health
CEO, Primary Children’s Hospital
