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Narrative Submission
Information submitted by applicant

Project cost: The Science of St. Louis Blues Hockey Season 3 (2022), deliverables consisted of a one-series trailer and 7 episodes averaging 5 minutes in length while featuring a mix of hosted segments, team physician interviews, enhanced game footage, and 3-D motion graphics visualizing the medical science explained in each episode. The episodes were customized in length and content for better optimization tailored to each platform from “JumboTron” screen in-stadium, TV cutdowns for broadcast on the “STL Blues Insider” series on regional television, to newsfeed featuring a cross-post on the STL Blues Facebook and Barnes-Jewish Hospital Facebook pages and finally, an optimized series playlist on YouTube featuring end cards with active links to watch the next episode. The production cost averaged $25K per episode which included pre-production, production, and post-production. Pre-interviews with the doctors were conducted to consult on medical science subjects and a “Blues Fan Focus Group” was held to gauge interest in topics covered for relevancy to viewers. Interviews were conducted over the course of five days with a special remote shoot setup for comedian Cedric The Entertainer to record live from Los Angeles off the set of his sitcom. Cedric’s script was written with careful consultation between a professional touring comedian for “punch ups” and Washington University Physicians. The series was promoted by a targeted paid media strategy on both Meta (Facebook) platforms with a media spend budget of approx. $10,500 and YouTube’s TrueView skippable pre-roll ad unit with an approx. budget of $17,500.

Audience
The SOBH Season 3 campaign employed a multi-faceted targeting strategy to reach a wide range of potential fans. By targeting a custom affinities audience for blues hockey fans, an affinities audience for sports fans, and an In-Market audience actively researching hockey-related products and services, the campaign aimed to maximize its effectiveness. The custom affinities audience allowed for a focused approach to engage dedicated blues hockey fans who had already demonstrated a strong interest in blues hockey content. By leveraging their prior engagement with blues hockey, the campaign aimed to deepen their connection and drive increased enthusiasm for SOBH Season 3. The affinities audience for sports fans expanded the reach beyond blues hockey, targeting individuals with a general interest in various sports. This approach aimed to capture the attention of a wider audience and generate interest in blues hockey among sports enthusiasts who may not have been specifically focused on blues hockey. The In-Market audience targeting individuals actively researching hockey-related products and services was a strategic move to tap into those already exhibiting intent and interest in hockey. To determine the effectiveness of the strategy and tactics used, we monitored crucial key performance indicators (KPIs) such as video views, video completion rates, and audience retention. Analyzing these metrics provided insights into the campaign's success in reaching the target audience, generating awareness, and driving desired actions as well as content engagement. The effectiveness of the strategy and tactics used were evaluated by analyzing relevant KPIs and audience retention, engagement, conversions, and overall impact.

Goals 
Opportunity:
The SOBH Season 3 presents a unique opportunity to leverage the existing sponsorship between Barnes-Jewish Hospital and the St. Louis Blues. By delving deeper into the successful "Be Treated Like a Pro" messaging campaign, the project aims to showcase the expertise of Washington University Physicians at Barnes-Jewish Hospital. Through curated areas of practice, the series humanizes the people and practices behind the hospital, establishing a connection between the
champion Blues players' doctors and potential patients.

Goals | Objectives:
1. Increase Brand Awareness: The primary goal is to enhance brand awareness and recognition for
Washington University Physicians at Barnes-Jewish Hospital. By associating the hospital and
physicians with the highly respected St. Louis Blues organization, the campaign aims to increase
the visibility of the brand among the target audience.
2. Strengthen Sponsorship: The project intends to strengthen the existing sponsorship between
Barnes-Jewish Hospital and the St. Louis Blues. By showcasing the shared values and expertise
of both organizations, the campaign reinforces the partnership, creating a mutually-beneficial
relationship that extends beyond the hockey season.
3. Drive Engagement: The campaign seeks to engage the audience through dynamic visuals,
engaging writing, and humorous analogies. By creating compelling content, the series aims to
capture the attention of viewers and encourage them to watch, share, and interact with the
videos.
4. Educate and Inform: The project's objective is to educate the audience about the various areas
of practice within Barnes-Jewish Hospital, including cardiology, orthopedics, neurology,
and more. By highlighting the expertise and accomplishments of the hospital's physicians, the
campaign aims to inform viewers about the high-quality healthcare services available.

Key Performance Indicators (KPIs):
1. Views: The number of views across in-stadium, television, and targeted social video campaigns
will serve as a crucial KPI. It will indicate the reach and visibility of the series and provide insights
into audience interest and engagement.
2. View-Through Rate: Measuring the view-through rate will help assess the effectiveness of the
content in capturing and retaining the audience's attention. A high view-through rate indicates
strong viewer engagement and interest in the series.
3. Minutes Watched: Monitoring the total minutes watched will provide insights into the level of
engagement and the extent to which viewers are invested in the content. This KPI will help
evaluate the overall impact and success of the campaign in holding the audience's attention.

Conclusion:
The SOBH Season 3 presents a valuable opportunity to leverage the sponsorship between Barnes-Jewish Hospital and the St. Louis Blues. By utilizing dynamic visuals, engaging writing, and humorous analogies, the campaign aims to humanize the people and practices of Barnes-Jewish Hospital and Washington University Physicians. The goals and objectives focus on increasing brand awareness, strengthening the sponsorship, driving engagement, and educating the audience. Key performance indicators such as views, view-through rate, and minutes watched are monitored to evaluate the success of the campaign across in-stadium, television, and targeted social video platforms. By achieving these goals, the campaign aims to establish Barnes-Jewish Hospital as a
trusted healthcare provider, while fostering a deeper connection with the St. Louis Blues and their
passionate fan base.

Implementation
Strategy:
The strategy for the project was to create dynamic, engaging, and informative content that would
resonate with the target audience. The goal was to not only increase brand awareness but also
strengthen the sponsorship between Barnes-Jewish Hospital and the St. Louis Blues. To achieve this, the project focused on integrating various elements, employing technical skills, ensuring compelling composition, design, and readability of the content.

Tactics:
- Visual Storytelling: The project utilized dynamic visuals to capture the attention of the audience. Through a combination of high-quality videography, graphics, and animations, the series aimed to convey the expertise and human side of Washington University Physicians at Barnes-Jewish Hospital. The visuals were designed to be visually appealing, engaging, and memorable.
- Engaging Writing: The project employed engaging writing techniques to create content that was informative and entertaining. By incorporating humor, analogies, and relatable narratives, the series aimed to make complex medical concepts accessible and interesting to a broader audience. The writing also focused on maintaining readability, ensuring that the content was easily understandable.
- Curated Areas of Practice: The series showcased specific areas of practice within Barnes-Jewish
Hospital, highlighting the expertise of the physicians in those fields. By selecting cardiology,
orthopedics, neurology, and other specialties, the project aimed to educate the audience about the
diverse range of healthcare services available. The content focused on showcasing the advanced technology and techniques employed by the hospital.
- Multi-Channel Distribution: The project included a multi-channel distribution approach to maximize reach and engagement. The series was promoted through in-stadium displays during STL Blues games, television advertisements, and targeted social media video campaigns. This approach ensured that the content reached a wide range of audiences and provided opportunities for viewers to engage with the campaign across platforms.

Evaluation Criteria:
- Integration of Elements: The project aimed to seamlessly integrate the branding elements of
Barnes-Jewish Hospital and the STL Blues. The content showcased a cohesive and unified
representation of both organizations, highlighting their shared values and expertise.
- Technical Skill: The technical execution of the project, including videography, graphics, animations, and editing, demonstrated a high level of skill and professionalism. The visual and audio elements were of high quality, engaging the audience and enhancing the overall viewing experience.
- Composition: The composition was well-structured, presenting information in a logical
and organized manner. The series effectively conveyed key messaging and desired narratives, ensuring that the audience understands the value and expertise provided by Washington University Physicians at Barnes-Jewish Hospital.
- Design: The design elements, including graphics, typography, color schemes, and visual aesthetics, were visually appealing and aligned with the overall branding of the campaign. The design choices enhanced the storytelling and captivated the audience.
- Writing/Readability: The writing was engaging, informative, and easily understandable. The content was written in a way that resonates with the target audience and encouraged them to watch, share, and engage with the series.

Results
The project execution of The Science of St. Louis Blues Hockey series has been highly effective,
resulting in a successful campaign that achieved its stated objectives. The series, which aims to
entertain and educate viewers on medical science through the lens of the St. Louis Blues hockey team, has resonated well with the target audience and demonstrated positive outcomes.

One key measure of success for the project is the recognition it has received, including winning several MidAmerica Emmy Awards for sound design and nominations in sports and branded entertainment categories. This recognition indicates that the series has been well-received and has stood out among its peers in terms of production quality and content.

The strategy of creating dynamic, engaging, and informative content has proven to be effective in capturing and maintaining the audience's attention. The integration of various elements, such as high-quality videography, graphics, and animations, has contributed to the visual appeal and memorability of the series. By combining these elements with engaging writing techniques, including humor, analogies, and relatable narratives, the project has succeeded in making complex medical concepts accessible and interesting to a broader audience.

The series' multi-platform distribution approach has been instrumental in maximizing reach and engagement. By utilizing in-stadium displays during STL Blues hockey games, television advertisements, and targeted social media video campaigns, the content has been able to reach a wide range of audiences across different channels. This approach has provided ample opportunities for viewers to engage with the campaign and has effectively increased brand awareness for both Barnes-Jewish Hospital and the St. Louis Blues.

The choice of celebrity hosts for each season, including Jon Hamm, Andy Cohen and Cedric the Entertainer has added an extra layer of appeal and interest to the series. These St. Louis native celebrity hosts, who are also Blues fans, have helped attract attention and generate excitement among the target audience.

Lessons learned from this project include the importance of seamless integration of branding elements between partners to create a unified representation and strengthen sponsorships. The successful collaboration between Barnes-Jewish Hospital and the St. Louis Blues has allowed for a
cohesive and aligned campaign that effectively highlights their shared values and expertise.

The project's success can also be attributed to its suitability for the audience and fulfillment of its purpose. By selecting specific areas of practice within Barnes-Jewish Hospital and showcasing the expertise of physicians in those fields, the series has educated the audience about the diverse range of healthcare services available.

In conclusion, the project execution of the SOBH series has been highly effective, resulting in a successful campaign that achieved its stated objectives. Through a combination of engaging writing, dynamic visuals, multi-channel distribution, and celebrity hosts, the project has effectively entertained and educated the target audience while increasing brand awareness and strengthening the sponsorship between Barnes-Jewish Hospital and the St. Louis Blues. The key takeaways from this project include the importance of seamless integration, engaging storytelling techniques, multi-platform distribution, and data-driven decision-making for future projects.

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