Video of the Week – VBMC Maternity Marketing

Mom’s Diner from SMITH & JONES on Vimeo.

Vassar Brothers New Birthing Wing

With their new maternity wing still under construction, Vassar Brothers Medical Center in Poughkeepsie, NY, couldn’t rely on facility tours or interior photography to attract expectant mothers. Due to this, Smith & Jones created an interactive campaign that focused on women taking control of their birthing experience and the options available at Vassar Brothers.

The purpose of this 30-second television spot was to increase awareness and build demand for the new maternity wing. It features a pregnant woman in a diner, which is generic and lacks options, representative of the competition. The waitress tells her that she’ll find what she wants at Vassar Brothers.

This award-winning print, broadcast and interactive campaign achieved 100% census within a month of the new wing opening, a quick 50% expansion of capacity and an increase in deliveries from 1,900 to 2,800 in one year.