CASE STUDY: Southern Regional Medical Center

OVERVIEW
JOCMedia’s founder Justin O. Cooper served as spokesperson and communications lead for Southern Regional Medical Center, overseeing crisis response, community relations, marketing strategy, and all external messaging. The role also included managing film and television production requests and acting as liaison to the State of Georgia Film Office and the Clayton County Film Office.

CHALLENGE
Strengthen the hospital’s public communications, enhance community engagement, and modernize marketing operations while supporting growing interest from studio productions shooting in Georgia and driving economic development through on-site filming.

APPROACH

Served as the hospital’s official spokesperson for media relations and crisis communications.
Directed community relations and executive messaging across the region.
Acted as the first point of contact and on-site liaison for major film and television projects, including What to Expect When You’re Expecting, Ride Along, and others.
Coordinated with the State of Georgia Film Office and the Clayton County Film Office to support production logistics and promote local economic impact.
Oversaw an annual marketing budget exceeding $1M across print, digital, out-of-home, and OTT channels.
Implemented operational systems that transformed the marketing department into a profit center through production servicing and location fees.

Generated more than half a million dollars in revenue from production activity and location fees.
Positioned the hospital as a film-friendly location for studio and network productions.
Strengthened public trust through strategic crisis communication and community engagement.
Enhanced regional visibility through targeted marketing initiatives and cross-channel media planning.