Reading Health System was already a major force in its Pennsylvania market before it acquired five Community Health Systems hospitals. Rebranding to Tower Health, the new brand reflects the expanded capabilities and patient value across the ever-expanding system of care.
As agency-of-record for Reading Health System (and now Tower Health) Trajectory worked early on with Reading Health leadership to plan and orchestrate brand strategy, messaging, brand design and the organization’s integrated, multimedia launch marketing campaign – RISING BOLDLY.
- Brand Strategy (positioning, architecture, messaging)
- Internal Communication Plan
- Core Brand Identity
- Brand Design
- Omnichannel Launch Campaign
- Launch Planning
- Ongoing Brand Management Counsel
CORE BRAND IDENTITY
Tower Health. A bold new name and presence that reflects the strengths and aspirations of this dynamic health system taking healthcare to new heights.
Creating a brand presence that umbrellas more than 11,000 team members, 2,000 nationally recognized-physicians, specialists and providers across six hospitals and 65 outpatient and ambulatory locations.
Tower Health’s first customer-facing touchpoint – towerhealthrising.com –conveys the organization’s vision of rising boldly as one strong, progressive health system dedicated to empowering millions of people throughout eastern Pennsylvania to live their healthiest lives.
INTERNAL BRAND LAUNCH
Building excitement, anticipation and camaraderie among new team members prior to external brand launch.
“Tower Health is boldly advancing to serve the needs of over 2.5 million people across every stage of life, for every condition along the way.”
Daniel Ahern -Executive Vice President, Business Development and Strategy
LAUNCH MARKETING CAMPAIGN
Trajectory’s new campaign for Tower Health, “Rising Boldly” highlights the ability of this strong and progressive health system to advance the health and transform the lives of millions of people across Eastern Pennsylvania. The campaign includes TV (:60 anthem and :30’s), print, radio, digital, lifestyle (cinema, mall, fitness center and lifestyle venues), mobile and social media.
Rebranded and launched a nationally recognized healthcare system – the third largest in the Philadelphia region – with six hospitals and more than 11,000 team members.