Wilson N. Jones Medical Center: Identity, Visibility, Branding

After being off-the-air, out-of-sight and losing market share, Wilson N. Jones Medical Center in Sherman, Texas, was ready to reenter the competitive hospital market with a fresh approach. As a non-profit community hospital, WNJ needed an innovative and budget-minded way to draw in new patients.

Dark Horse broke the year into four flights. Each campaign reached every home in Grayson County four times with the WNJ message, through television spots, newspaper ads, direct mail and point of purchase signage, all directing the audience to the WNJ website. With these independent and geographically targeted flights, Wilson N. Jones was able to increase visibility and name awareness with a limited budget.

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