Case Study: COVID-19

COVID-19:

Immediate response

COVID-19:

Immediate response

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Expeditious expertise and dedication

The way every business or organization operates changed overnight in March 2020 when the U.S. entered a national state of emergency due to COVID-19. Moxley Carmichael showed up for clients with full tilt crisis communications and anticipated needs for ongoing support.

Thousands

of touchpoints

Hundreds of
Thousands

of impressions

Services Provided

Crisis communications
Public relations
Marketing
Web
Creative

Services Provided

Crisis communications
Public relations
Marketing
Web
Creative

Every audience, every platform

Our clients needed urgent, clear messaging to multiple audiences on multiple platforms. Moxley Carmichael teams drafted releases, statements, talking points, hotline scripts, email messages, website updates, social media posts and more to help clients keep their employees, customers, patients, guests, patrons and donors and the media up to date.

As days and weeks turned into months, Moxley Carmichael stayed on task, counseled clients and adjusted communications and messaging whenever needed.

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A pandemic changed
how we do it but not
what we do.

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Challenges spark innovation

Changes in how we interact forced our team and clients to brainstorm and implement creative new ways to move forward.

Telehealth, a service that’s existed in the margins of healthcare, suddenly came to the forefront. As in-person medical visits dwindled, we helped Summit Medical Group promote and educate with a full-scale communications launch for telehealth services.

Virtual appointments provided crucial medical care with the safest method of interaction.

For Summit Medical Group in March/April:

Telehealth, a service that’s existed in the margins of healthcare, suddenly came to the forefront. As in-person medical visits dwindled, we helped Summit Medical Group promote and educate with a full-scale communications launch for telehealth services.

Virtual appointments provided crucial medical care with the safest method of interaction.

For Summit Medical Group in March/April:

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Broadcast placements resulting in
220,000
impressions
0
Print/online placements resulting in
170,666+
impressions
562,190
Social media impressions
100,000
paid Facebook impressions
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Going the distance

Almost every Moxley Carmichael client required communications related to COVID-19. Here is a sampling from our diverse portfolio:

Hillcrest Healthcare
Our team provided monthly statements, website updates and hotline scripts and advised about videos from the leadership team to employees for the largest provider of skilled nursing in Knoxville.

Young-Williams Animal Center
Moxley Carmichael provided ongoing communications to the public through various platforms regarding adoption and visitation procedure changes to protect staff, visitors and pets. We promoted special adoption events, including the increased litters of kittens experienced annually during summer months and empty the shelter events.

South College
We assisted in drafting communications to staff and students as in-person classes moved to online only and then through the reopening of campuses. Our team facilitated a virtual graduation, including securing motivational speaker Inky Johnson for the keynote address. We also promoted a story of a South College graduate who worked on the medical front lines in New York.

EventCheck Knox
EventCheck Knox is a calendar that helps planners select dates for nonprofit events to avoid overlap. Moxley Carmichael staff monitored and updated all events, whether postponed, canceled or switched to a virtual format. The associated blog, In Any Event, provided current information to event planners, including virtual format technology options.

Project Team

Every Moxley Carmichael team member played a role in drafting, pitching, designing and coding client responses during the coronavirus pandemic from news releases to website updates.

Meet the team

Additional Work

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