Client Background: Hoffmann Hospice, founded in 1995 by Tom and Beth Hoffmann, is a pillar of compassionate end-of-life care in Kern County. Their commitment to the community goes beyond medical and spiritual support, touching lives through impactful events like Voices of Inspiration, Pickleball Palooza, Run to Remember, and Light up a Life. Accredited by the Community Health Accreditation Program (CHAP), Hoffmann Hospice ensures that every patient receives exceptional care, regardless of their financial situation. Their dedication reflects a legacy of excellence and profound community engagement.
Challenge: When we joined forces with Hoffmann Hospice in January 2024, the primary challenges we determined included:
- Creating engaging video content
- Establishing a cohesive social media presence
- Increasing views and reach
- Elevating the overall professional feel of their social media platforms
These challenges required a strategic approach to enhance their digital presence and effectively communicate their mission to a broader audience.
Objectives: When it comes to objectives, we like to keep things very organized. Having key performance indicators (KPI) directly related to the specific goals of the client allows us to have clear, measurable, data which allows us to tailor the strategy to what is and isn’t working.
The main KPIs for this project were:
KPI 1: Boost Instagram engagement, reach, and impressions through engaging content.
KPI 2: Increase content performance and views on Facebook and Instagram.
KPI 3: Provide professional photography of key events to improve visual appeal and engagement.
KPI 4: Launch videography projects, including creating an event video of Voices of Inspiration featuring Derek Jeter, to enhance storytelling and engagement on social media platforms.
Solution: After determining the client’s goals, we determined the best solution would be a combination of the following services: content creation, social media management, and professional videography. The breakdown of each services strategy was as follows:
- Content creation: The main challenge we faced when developing this strategy was how to create content that would truly encapsulate the amazing care and impact Hoffmann Hospice has on its community and patients alike. One thing we always take into account when developing content for a new client is tone, topic, and tact. We determined that Hoffmann’s account would have a variety of content from defining services to highlighting community events, showcasing exceptional staff members, and honoring patients. Taking this all into account, our strategy had a 3-pronged approach:
- 1. Growth through visually-appealing reels to reach new viewers
- 2. Community building, reconnecting with audience, & emphasizing brand foundation through static posts, carousels, and stories
- 3. Advertising beloved upcoming events and making viewers feel like they could relive the experience through captured content
- Social Media Management: We usually pair content creation & social media management together because our team is always learning about the newest algorithm updates, SEO opportunities, and technical knowledge which allows us to use all of the tiny secret spots Instagram offers for posts to reach people who may have never seen your content before.
- The strategy for management involves: Regular engagement with followers & on brand-relevant hashtags, posting engaging stories, following up on all UGC & brand tags, and of course, posting all of the content with the algorithm, search engine optimization, and opportunities for growth properly applied.
- Videography: While videography is built into all of our content creation packages, we placed a heavy emphasis on the different types of videography we would be focusing on for Hoffmann’s account. With such heartfelt stories, employee appreciation events, and event videography all spun into one account, it was essential to determine how to approach each style in a way that matched the authenticity, brand, and sensitivity of some of the topics. Because of this we followed this strategy:
- Patient Related Videography: When sharing somebody’s story, particularly in the healthcare industry, it is essential to remain respectful, authentic, and appreciative at all times. With amazing opportunities like filming Honor Flight pinning a patient and patients interacting with family, we made sure to stay in the background, capture the heart of the moment, and share it to socials with consistent care from start to finish.
- Employee Appreciation Videography: One thing that was stressed to us at the very beginning of working with Hoffmann was their deep appreciation for their staff. Because of this we had the honor of filming Hoffmann Hospice winning 3 Kern County Best or and Favorite of 2024 awards, various appreciation luncheons and more. When presenting these to the audience we insisted on appreciation, recognition, and gratitude.
- Event Videography: Now, Hoffmann Hospice’s events are pinnacles in the community. Our first opportunity to showcase Hoffmann Hospice through videography was at Voices of Inspiration 2024 with Derek Jeeter. The goal of all of our event videography is to fully encapsulate the event so viewers can either relive the experience, feel like they were there with us, or encourage them to attend next year. The only caveat added to Hoffmann’s event videography strategy on our side was that we also needed to express our intense gratitude towards all of the fundraising and donation efforts, which we achieved seamlessly.
Implementation & Results:
- Step 1: When we began working on the account we hit the ground running. It was right before Voices of Inspiration so we were tasked with thanking sponsors, encouraging donations, and promoting the event, while still having value driven posts about their services sprinkled in-between. What we really focused on during this time was the amazing opportunity to tag all of the sponsors, bring last-minute awareness to the event, and set the stage for what was coming. In the first month we had the Voices reel posted, along with posts about Honro Flight pinning a veteran patient, a carousel featuring all of their care services & more! Needless to say we had a blast and made this transition as seamless as possible.
- We began working with this account on January 9th. By the end of the first month, we had more than doubled the numbers:
Step 2: Once we had established their social media presence with regular posts, views, and engagement it was time to get to the nitty gritty – announce Pickleball Palooza 2024, and really show the heart of Hoffmann Hospice through employee appreciation, celebration of wins, and highlighting key services. With this being the first event we marketed for Hoffmann, we insisted on a video announcement of both the event, the lunch sponsor, and more. On top of video announcements we develop a custom Linktree for quick registration, sponsor sign up, and essential contact information. The results of our Pickleball marketing efforts:
Step 3: Keep up the good work! As Hoffmann is still one of our clients, to this day we keep the social media thriving with consistent posts, videography variety, engaging campaigns, and reliable work. We are very grateful to work with such an amazing organization, follow @hoffmannhospiceofthevalley to keep up with all the amazing things Hoffmann Hospice & Palliative does for our community, their patients, and their remarkable staff.
Let’s Review: Hoffmann Hospice partnered with us in January 2024 to enhance their social media presence through engaging content creation, professional photography, and impactful videography. Our strategic approach focused on increasing engagement, reach, and views on Instagram and Facebook, while maintaining a professional and cohesive brand image. Through event videography, including a feature on Voices of Inspiration with Derek Jeter, and highlighting community events, we significantly boosted their online visibility and community connection. The ongoing collaboration has resulted in doubled engagement metrics, showcasing the heart of Hoffmann Hospice’s mission.
Some of the Highlights from Our Time with Hoffmann Hospice & Palliative Care
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