How Brooklyn Communicates
Earlier this year Zone 5 embarked on a multi-faceted marketing initiative for The Brooklyn Hospital Center aimed at refreshing the hospital’s brand and website. The Brooklyn Hospital Center treats nearly 300,000 patients each year providing the highest quality care matched with state-of-the-art technology. Zone 5 worked to ensure that the image the hospital and their employees have earned as a leading community hospital would be reflected clearly in all external communications.
The first step was to update the hospital’s logo and brand identity. Zone 5 refreshed the primary and secondary color palettes and updated the font style to give it a more modern look and feel. In addition, new photography was also needed to complement the refreshed logo. Together, the new brand identity and imagery were incorporated into hospital’s signage and advertising. Zone 5 designed marketing materials including new brochures, internal and external signage, and launched its new advertising campaign; “Keeping Brooklyn Healthy.”
Another key component of their initiative was to update the hospital’s website in both design and functionality. Zone 5 worked to increase website usability by developing a clear navigation structure so that visitors could utilize the site more effectively. Zone 5 also worked with The Brooklyn Hospital Center to identify keywords to optimize the copy and code on the website for search engine optimization (SEO) purposes. Through this SEO guidance The Brooklyn Hospital Center has increased its online presence among key specialties and services. While still in the early stages of monitoring, these efforts have resulted in more than 170,000 total visitors in the first 45 days of the website launch. In addition, more than 33% of the audience found the site through a search engine.
In an effort to make the site more user-friendly and patient-centric, several interactive programs were added including the Blausen’s Human Atlas and ADAM’s Health Care Centers and Information Library. Zone 5 also restructured the website to consolidate information in some cases and expand content to reflect their full depth of services in other cases. These efforts have all resulted in visitors spending more time on the site, which is now a much more valuable community and patient resource.
“The worked performed by Zone 5 has been excellent,” said Catherine Derr, Vice President, Marketing and Communications at The Brooklyn Hospital Center. “Their work on our marketing materials and advertising campaign as well as the new signage in our reception areas has resulted in a refreshed sense of pride around the hospital.”
“One of the things that makes us unique, outside of our creative and strategic approach, is our ability to provide clients with a wide-range of services,” said Paul Fahey, COO and Director of Marketing Strategy at Zone 5. “From the first meeting, to design work, to website programming and coding, to printing and shipping all of the signs and banners, we provide our clients with expertise across many disciplines and all under one roof.”
