Grassroots Campaign Key
to Approval of New Hospital

Client	TriStar Health System, with 15 hospitals in Middle Tennessee, Chattanooga and South Central Kentucky.
Situation	In April 2006 TriStar applied for a certificate of need (CON) for a new hospital in Spring Hill, Tenn. The two closest hospitals and many other healthcare and regional government organizations immediately announced their intent to fight the approval fiercely.
Assignment	TriStar charged Atkinson with building Spring Hill community awareness and support for the hospital through a strategic communications and grassroots campaign.
Strategies & Tactics	Forged relationships.  Worked with Spring Hill’s Mayor and Board of Aldermen to take the lead publicly with TriStar providing second support. Went on offense. Announced the intent to fill the CON application at a news conference in Spring Hill called by the Mayor.  Initial reaction and media coverage was overwhelmingly positive because opposition was caught off guard. Mobilized volunteers.  Developed and supported a strong, active group of community volunteers dubbed “Citizens for Spring Hill Hospital” who worked independently throughout the campaign. Managed extensive media coverage. Handled requests for interviews, letters to the editor, and op-eds throughout Middle Tennessee. Organized four Spring Hill town hall meetings. Used these to share information about hospital plans and answer questions. Launched a speakers bureau. Reached out to area civic and social organizations through the bureau. Went one-on-one.  Built a strong base of support through door-to-door neighborhood work, phone trees, direct mail and e-mail. Monitored local media and blogs.
Results	TriStar secured CON approved by a 7 to 1 vote. Citizens for Spring Hill Hospital engaged more than 50 volunteers. Petition drive secured unprecedented 10,000 signatures of support. Media coverage exceeded 350 stories in four months.