The Strategy 

Woman’s Hospital takes pride in its community impact, and the tone of this campaign needed to be sincere and genuine. Zehnder collaborated with the marketing and communications team at Woman’s to drum up community excitement for the countdown. We worked together to develop a brand tagline, integrated marketing plan, and deliverables, including everything from outdoor boards that counted up to the 400,000th birth in real-time to full-page print spreads.

We also helped support Woman’s public relations strategy, which included scheduling and planning media interviews and sustaining public interest with an integrated PR approach that built on organic social and paid media efforts. In addition to press releases and media interviews, the Woman’s team wanted to create watercooler talk by sharing interesting facts about Woman’s history on social media and in press materials. Woman’s created a multiple choice quiz highlighting unique stats like the number of twins and triplets delivered at the hospital, the highest number of babies born in a day, and even gender splits.