Knoxville-based East Tennessee Children’s Hospital rebranded as Dolly Parton Children’s Hospital in February, garnering millions of impressions and major media coverage.
Here are six things to know about the rebranding process and its results, according to a May 11 PRWeek story:
1. To uphold tradition, the marketing team created a new logo that, like the old one, featured two children touching, but now in motion rather than standing.
2. A butterfly was also added to the logo, signifying hope and restoration, as were the colors pink, representing Ms. Parton’s love of children, and teal, standing for calm, clarity and renewal.
3. The hospital promoted the rebrand across its social media channels — Facebook, Instagram, TikTok, X and YouTube — namely with a video of Ms. Parton discussing what brought her together with East Tennessee Children’s and how “every child deserves a fair chance to grow up healthy, hopeful and surrounded with love.”
4. The hospital’s marketing agency, French/West/Vaughan, offered an exclusive video of hospital CEO Matt Schaefer and Ms. Parton unveiling the name change shown on “The Today Show.”
5. Other media outlets to cover the news included the Associated Press, Billboard, CBS News, Fortune, People, and Rolling Stone.
6. The announcement videos amassed over 1.8 million views, 126,000 likes and 2,100 comments on Instagram and 27,000 likes, 4,600 shares and 1,800 comments on Facebook.
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