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Akron General Chooses hfa



Akron General Health System has named Hitchcock Fleming 's38; Associates Inc. (hfa), an Akron, Ohio-based marketing communications firm, as its new agency of record. With the goal of engaging the community in Akron General'ss brand while promoting choice in healthcare, the two collaborated to develop a new marketing campaign, which carries the tag line The Choice You Can Believe In.



Akron General has a long history of providing outstanding clinical and compassionate care, said Michael Rindler, senior advisor and interim CEO. This campaign is designed to remind residents of Akron and surrounding communities that they have the best choice for medical care right here.



The campaign will cut through the average advertising clutter by focusing on dramatic photography and the belief systems of key Akron General employees, physicians and volunteers. View creative at www.teamhfa.com/PR/Akron_General_Creative/.



The multi-tier campaign will include print, radio, outdoor, web and community sponsorships, which will ensure that all key audiences - including the community at large, healthcare providers, employees and community and business leaders - are reached.



A Healthy New Relationship



With the belief that local agencies have the most passion for and knowledge of the community, Akron General limited its agency search primarily to local marketing firms.



This area is home to some highly accomplished marketing firms that produce compelling creative work, Rindler said. We knew we could find the solid campaign research and inspiring creative elements we were looking for here in Akron.



hfa is a full-service marketing communications firm that has the capability to provide account planning, creative, interactive and public relations services.



We chose hfa for myriad reasons, including its understanding of our markets, relationships with the media, commitment to the community, top-of-the-line research capabilities and breadth of thinking in regards to strategy and creative messaging, Rindler said. hfa provided research that demonstrated great knowledge of our target audiences, and therefore the agency was able to hit the ground running.



In 2007, hfa was awarded a Medical Mutual Pillar Award for its outstanding service to the Northeast Ohio community.



Akron General has for 12 consecutive years been named Akron'ss Most Preferred Hospital for overall quality and image by the National Research Corporation. It'ss the only medical center in northeast Ohio designated as a Level I Trauma Center, Chest Pain Center and Primary Stroke Center. Akron General'ss McDowell Cancer Center is Akron'ss only hospital to receive the Outstanding Achievement Award by the American College of Surgeons's Commission on Cancer.



As one of the largest employers in a three-county area, Akron General is also a Northcoast 99 Employer of Choice. This means that Akron General was named one of northeast Ohio'ss top 99 employers based on meeting employee needs through benefits, health and safety, training and education, diversity and employee communication.



At hfa, we are enthusiastic to work with one of the area'ss premier healthcare systems, said Jack DeLeo, president / CEO of hfa. Akron General is leading the way in medical research and care, and we'sll work with them every step of the way to provide outstanding marketing support.



About Akron General Health System


Akron General Health System is a not-for-profit healthcare organization with the mission of improving the health and lives of patients and the community. Akron General Health System includes: Akron General Medical Center, a 511-bed teaching and research medical center, and Edwin Shaw Rehab, the area'ss largest provider of rehabilitation services; Akron General Partners, which includes Partners Physician Group, the Akron General Health 's38; Wellness Centers, Lodi Community Hospital, Community Health Centers and other companies; Akron General Community Health Ventures, which includes Visiting Nurse Service and Affiliates, the largest and most comprehensive provider of home healthcare services in Ohio, and Rose Lane Health Center; and Akron General Development Foundation. For more information, visit www.AkronGeneral.org.



About hfa


hfa (Hitchcock Fleming 's38; Associates Inc.) is a full-service marketing communications agency specializing in retail, consumer, industrial, government, building products and business-to-business clients. Established in 1940, hfa'ss clients include The Goodyear Tire 's38; Rubber Company, one of the world'ss largest tire companies; Carter Lumber and its more than 200 stores; Tremco, North America'ss premier provider of comprehensive facility management solutions; KraftMaid, one of the nation'ss largest cabinetry manufacturers; Therma-Tru's174;, America'ss leading brand of fiberglass entry doors; and the City of Akron, Ohio. hfa'ss expertise encompasses branding, research, strategic planning, public relations and media. Whether working in print, broadcast or Web formats via The Buzzwerks's8482; interactive division, hfa cuts through communications clutter to make a client'ss message resonate. To learn more, please visit www.teamhfa.com and www.thebuzzwerks.com.



Media Contacts:                


Akron General Health System


Jim Gosky


Director of Media and Public Relations


330.344.6083



Hitchcock Fleming 's38; Associates Inc.


Jack DeLeo, President/CEO


Katie Greenwald, Assistant Account Manager    


330.376.2111






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