The Brooklyn Hospital Center: How Brooklyn Delivers

Currently engaged as the agency-of-record for The Brooklyn Hospital Center (TBHC), Zone 5 began working with the organization in the fall of 2006. A community hospital located in the heart of a major metropolitan region, TBHC sought to enhance their image as it emerged from bankruptcy in the fall of 2007. Deliverables included branding and marketing strategies to help strengthen ties with the community.

Zone 5 quickly learned that it is only possible to sell Brooklyn by knowing Brooklyn. That said, Zone 5 set out to explore its neighborhoods and the neighbors who live there. Focus groups, market data and good old-fashioned footwork laid the foundation for the hospital’s new creative, "How Brooklyn (i.e.) Delivers." This fresh approach provided the hospital with a flexible and memorable way to say that TBHC is the choice of Brooklynites across a wide range of service lines.

Since the launch of the initial "How Brooklyn Delivers" campaign, Zone 5 conducted a quantifiable survey among local residents to measure the degree of impact. Results came back reporting a substantial increase in not only identification of the hospital, but also confidence and pride in their services. The Brooklyn Hospital Center has also made note of the fact that general community recall has increased dramatically with each new leg of the campaign helping to cement their visibility. To date, Zone 5 is still working to promote the hospital's additional products and services through a variety of direct-to-consumer and physician relations programs.