The Background
Sentara Healthcare has already built a respected brand across Virginia, with a strong commitment to community health. Our goal was to amplify this established presence in the Richmond market, aligning it with their already successful regional impact. To accomplish this, we needed a strategic, community-driven approach. That’s why we leveraged the philanthropic arm of The Newviews Agency—Newviews Connects—to craft a highly tailored solution.
With our deep-rooted commitment to community engagement, Newviews Connects played a pivotal role in bridging Sentara’s Community Care Center with Richmond. Through dynamic programming, strategic grant and sponsorship opportunities, and targeted awareness initiatives, we helped amplify Sentara’s presence and reinforced its mission of accessible, high-quality care.
But our objective went beyond simply increasing foot traffic at the clinic. We aimed to make Sentara’s Community Care Center a true hub of comfort, care, and connection. During times of community need, we mobilized resources to provide essential support services along with Sentara's clinical care. By curating our internal research database specifically for Sentara’s needs, we identified and engaged high-impact partners, ensuring that the Center could thrive as a vital resource for the Richmond community.
Project Type
Event Planning
Event Management
Social Storytelling
Copywriting
Lead Generation
Community Integration Research
Research and partnership identification
Grant advising
Community funding
Campaign Ideation
Mobile Clinic Location Identification
Search Engine Optimization
Press Release Writing
Positioning
Video Production and Content Creation
Photography
Digital Ad Campaign
Paid Media Ad Campaign
Grassroots Marketing & PR
Marketing
Experiential Marketing
Radio Ad production
Broadcast TV production
The Goals:
Serve The Community.
Increase Clinic Visits.
Build Trust.
Our Process
Using our intimate knowledge of the Richmond community, we were able to create a highly optimized grassroots marketing and event planning system. We relied on the skill of our research and community integration team to create highly effective event programming and build strong community bonds.
Community Impact
Through strategic partnerships, research, and event sponsorships, our initiatives have deepened Sentara’s connection with the people of Richmond. Identifying key stakeholders, securing impactful locations, and increasing visibility have allowed us to help Sentara provide essential resources where they are needed most, reinforcing their role as a trusted partner in community health and support.
Our internal research team played a crucial role in building Sentara’s community presence by finding and connecting them with influential business owners, micro influencers, and local/ state government officials. This strengthened Sentara’s ties within the region and ensured its services reached those who needed them. Additionally, we compiled data on locations and demographics to guide Sentara’s decision-making for its Mobile Clinic. This research led to securing a recurring clinic location at the Eastern Henrico Recreation Center, a well-known and accessible site. We also facilitated Sentara’s collaboration with the County of Henrico for the Azalea Avenue Road Study Survey, helping them advocate for the changes they'd like to see in future developments on the road.
Beyond research and partnerships, we expanded Sentara’s community engagement through event sponsorships. One significant initiative was Sentara’s sponsorship of the lunch portion of the long-standing "For the Love of Our Seniors" event. This provided an opportunity for Sentara to network, share resources, and strengthen its connections with community members in a meaningful, face-to-face setting.
Key Community Partners
At The Newviews Agency, we believe that meaningful community impact begins with intentional connections. Our work identifying and cultivating key community partners for Sentara Health has been critical in ensuring their innovative care model reaches and serves the people who need it most. By thoughtfully mapping out trusted local organizations, leaders, and networks, we helped Sentara establish a strong foundation of support, build trust within the community, and align their services with the real needs of the region.
Special Events
Two of our greatest success in 2024 were the two events we hosted in partnership with not only Sentara, but key community stakeholders as well. Our first event served over 200 families with clothing and food during the harsh winter, while the second provided emergency relief during the Richmond Water crisis. In hosting special programming, we were able to showcase and provide resources from Sentara to the community.
Divine Hearts Healthy Starts
In December 2024, we hosted our first year-end clothing drive to provide hundreds of individuals with new attire, jackets, shoes, and even baby car seats. In partnership with the Beta Gamma Lambda Chapter of Alpha Phi Alpha Fraternity, Inc. and the Iota Sigma Chapter of Sigma Gamma Rho Sorority, Inc., "Divine Hearts, Healthy Starts" showcased Sentara's dedication to directly serving our friends and neighbors. This community-centered event created meaningful moments of connection, as Sentara employees enthusiastically participated, forming genuine bonds with attendees while addressing real needs in the community.
“Divine Hearts, Healthy Starts” was more than a clothing distribution; we partnered with school social workers, trusted advocates for students and families, to connect underserved communities with essential resources at the Sentara Community Care Center. Our outreach focused on select Richmond-area schools known for their commitment to supporting underprivileged families. We also leveraged other important community partnerships with local churches, harm reduction organizations, extracurricular organizations, and local government officials.
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A key component of the "Divine Hearts, Healthy Starts" initiative was a comprehensive digital media and PR strategy designed to maximize visibility and community engagement. Through targeted paid media campaigns, local news features, and strategic outreach, we ensured Sentara’s resources reached those who needed them most.​​​
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Paid Media
Our paid media campaign focused on high-need areas in Richmond and Henrico, using geo-targeted video ads to drive engagement. We developed and split-tested two distinct ads—one emphasizing emotional testimonials from past beneficiaries and another showcasing the comprehensive services available at the Sentara Community Care Center. This data-driven approach allowed us to optimize performance, reallocating resources to the most effective content in real time.
Viewership
Breakdown
By Views
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Beyond digital advertising, earned media played a crucial role in amplifying our impact. NBC12 featured the initiative throughout the weekend, including an interview with our CEO, Tyrone Nelson Jr., ensuring widespread exposure. We also secured an interview on Kiss FM, Richmond’s top radio station, further expanding our reach.​
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Our proactive media outreach included a well-crafted press release highlighting the initiative’s impact, partnerships, and holistic support services. This led to additional coverage in The Henrico Citizen and other local outlets.
​By integrating paid and earned media strategies, we not only increased awareness but also drove real participation, ensuring families accessed the vital resources provided by Sentara. This strategic approach positioned "Divine Hearts, Healthy Starts" as a model for community-driven healthcare initiatives.
Emergency Water Distribution
In response to the water crisis in Richmond, our team coordinated a free bottled water distribution event with Sentara Health in under 16 hours. Through strategic marketing, digital outreach, and community partnerships, we successfully provided over 1,500 water bottles (185+ gallons) and more than 50 Feed More boxes to families in need. Our digital campaign was instrumental in amplifying awareness, reaching over 24.8K people in a single night, with more than 390 social media shares helping to spread the word rapidly.
Leveraging strong community and media partnerships, we worked with local organizations, schools, and elected officials to ensure widespread visibility and engagement. Our CEO, Tyrone Nelson Jr., joined Clovia Lawrence for an interview on KISS FM, Richmond’s top-rated radio station, to further promote the event. Additionally, media coverage from Urban One and other platforms helped drive attendance and expand our reach.
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Social Impact in 36 Hours
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50+ Families Fed
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1.5k+ Water Bottles Distributed
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390+ Social Shares
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24k+ Impressions
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This rapid response effort showcased the power of rapid response grassroots outreach, PR, and digital marketing in mobilizing the community during a crisis. By prioritizing real-time updates and clear communication through Newviews Connects platforms, we positioned ourselves as a trusted resource, ensuring that essential aid reached those who needed it most.
Click here to listen to our radio interview!
Commuinity Listening
It was important to both our team and Sentara's that we do more than simply increase their brand recognition. True community care starts with building relationships, listening closely, and shaping services around the real needs and voices of the people they serve. At The Newviews Agency, we supported Sentara Health by designing intentional spaces for connection through our Community Care Luncheons & Round Table Talks. These events brought together local organizations, elected officials, religious leaders, and community advocates, creating an open forum for honest conversations.
Our work with Sentara’s Community Care Center was about more than just introducing a new healthcare provider to the public; it was about bridging the gap between Sentara and the people they serve.
Through our Community Care Luncheons, we brought together local government officials, religious leaders, and community advocates, ensuring that Sentara’s mission aligned with the real needs of the community. These gatherings created space for genuine conversations on healthcare access, education, and the pressing challenges facing families today, creating a safe place to listen and learn from each other.
The insights gained from these discussions were invaluable. Leaders shared firsthand the barriers their communities face, from limited health resources to the need for greater education on preventive care. By facilitating this dialogue, we helped Sentara not just listen, but take action—ensuring their services directly addressed these concerns.
At Newviews Connects, our goal is always to elevate voices and create meaningful impact. By bringing Sentara and community leaders together, we didn’t just host an event—we helped lay the foundation for long-term collaboration and healthier, more empowered communities.
It's just what we do
At The Newviews Agency we don’t just build campaigns—we build relationships, trust, and tangible results. Our work with Sentara’s Community Care Center is a testament to the power of strategic community engagement, data-driven outreach, and meaningful partnerships.
By identifying key stakeholders, fostering essential conversations, and executing high-impact initiatives, The Newviews Agency helped Sentara Health not just expand its presence, but truly embed itself within the fabric of the Richmond community. We understood that lasting impact requires more than visibility; it demands trust, responsiveness, and a deep commitment to listening first. Through strategic outreach, we connected Sentara with local organizations, political leaders, religious figures, and grassroots advocates, ensuring that every partnership was rooted in mutual respect and a shared vision for community wellbeing.
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From emergency response initiatives addressing immediate needs to long-term collaborations focused on sustainable health outcomes, our approach ensures that organizations don’t just show up — they stay, they learn, and they lead alongside the community. We believe that real change happens when community voices are at the center of every decision, and we are proud to have helped Sentara lay the groundwork for a healthier, more connected, and more resilient Richmond.
To keep up with the work we’ve done alongside Sentara Health, click any of the boxes below to explore our in-depth outreach efforts and see how real partnerships drive real progress.
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