CASE STUDIES

The Heart & Vascular Hospital at Hackensack University Medical Center

Challenge: Develop a theme and materials to launch a major fundraising campaign for a new cardiovascular hospital within a well-established regional medical center with national reach.

Situation Analysis: Hackensack University Medical Center has earned a strong reputation for excellence in cardiac care, but its physical facilities were aging and the various facets of cardiac and vascular medicine were scattered throughout the medical center. What’s more, increased regional competition for cardiovascular patients threatened the hospital’s market share. To enhance its ability to provide a new level of collaborative care, HUMC set out to create a “hospital within a hospital” that would concentrate its cardiovascular specialists and equipment in a single location, specifically redesigned to better serve the needs of patients and practitioners alike. This ambitious project, with a price tag of $75 million, came at a time of national economic turmoil, making it an even greater challenge for the medical center’s professional fundraising staff.

Solution: Create a campaign that emphasized the central desire of not only cardiovascular patients, but every human being — to be able to live a longer, happier life.

Strategies: To strengthen the emotional connection, Crown developed a campaign theme that offering hope for those with heart and vascular disease — A Beat Beyond. This theme carried a double meaning. It acknowledged the Heart & Vascular Hospital’s goal of extending life despite cardiovascular disease while simultaneously suggesting that the quality of care provided at the new facility would be above and beyond the norm.

The campaign casebook and accompanying video conveyed both the emotional and scientific reasons to support the new Heart & Vascular Hospital. To ensure an emotional connection with the reader, Crown created a poetic opening for the casebook, complete with imbedded soundtrack, which emphasized the universal desire to extend life. The emotional case was supported by sections highlighting the practical advantages in creating the HVH, based on a series of in-depth interviews with physician leaders who helped put a human face on the more technical aspects of cardiovascular care. This latter was especially important as it helped promote the exceptional expertise of the players involved and added to their power in supporting the campaign.

Results: The campaign was successfully launched at a special event at the Meadowlands Arena, and the new campaign has achieved more than half of its fundraising goals despite difficult times for public donations.

Click here and just turn the pages to see what they saw.

Our Company

Working For You - Crown Advertising is a 19-year old agency dedicated to 21st century marketing. We have helped some of the New...

Read More »

Our Beliefs

Smart marketing and advertising is about making human connections. It's about understanding what your consumers really want, and developing strategies that make...

Read More »

Our Services

Crown Advertising is a full-service marketing and advertising agency, offering a host of services developed and managed by some of the region's top creative professionals. Turn to us for:

Read More »

Case Studies
Converting Clicks to AppointmentsAHRC SuffolkNuHealth Image Development and RebrandingSUNY College of OptometryHeart & Vascular Hospital
Branding
Your brand is more than your name, logo or tagline. It is the beginning of a connection between you and your stakeholders. Ultimately, your brand will become the sum total of everything your prospective consumers believe about your organization.

At Crown, we believe in bringing humanity and purpose to your brand…in making your image something that inspires people to think about you as more than another company, but as a part of their lives.

Over the years, we’ve gotten branding — and rebranding — down to a process that starts with answering some basic questions:

  • What do you want your customers to believe about you?
  • What do your customers believe about you now?
  • What gaps exist between your self-image and your customers’ perceptions?
  • What information will help fill those gaps?


Ideally, this process of discovery does not stop with management’s assumptions. When possible, we strongly recommend the use of actual consumer research to go beyond the conventional wisdom and get to the heart of how your organization is perceived. Crown will work with you to develop the right combination of qualitative and quantitative research methods to provide the information you need to succeed. Armed with this knowledge, we will help you decide the right course of action…whether it is a completely new corporate image, freshening up your existing brand, or a new marketing approach to help your brand make an indelible mark in the minds of your stakeholders.
Digital Marketing
Helping organizations get and stay connected with their customers, clients and other stakeholders has always been our top priority. In today’s world, that means managing the changing array of communications networks available to best reach your target audiences.


  • Web Development
  • Social Networking
  • Internet Marketing
  • Search Engine Marketing
  • Email Marketing
  • Interactive Media
  • Mobile Communications


Above all, Crown provides strategic guidance, helping you make the most of your available budget while managing your brand online — connecting your organization to a world of possibilities.
Print & Broadcast Advertising
Crown has a 20-year history of developing advertising that compels action. From our roots in retail to our more recent work in healthcare, we have helped dozens of businesses manage effective campaigns utilizing the complete spectrum of “traditional” advertising venues, including:

  • Newspapers
  • Magazines
  • Circulars
  • Television
  • Radio
  • Out-of-Home
Direct Marketing
Even in today’s digital world, there’s something familiar and comforting about holding a printed piece. Whether you need a simple mailer, sales literature or a complex multi-piece fundraising package, Crown has the experience to get you noticed in the crowd. Our artists, writers and mail specialists will work with you to deliver your message directly to people who matter — and with that sense of urgency that improves response rates by compelling action.

  • Brochures
  • Mailers
  • Sales Sheets
  • Capabilities Brochures
  • Specialty Mailers
Video Production
The impact of video is no longer restricted to cable or the airwaves. Increasingly, digital video plays an important role in creating a rich consumer experience online. Crown will work with you to integrate video into your website and create easy-to-access consumer video libraries via YouTube and other domains. We also use video to add excitement to fundraising campaigns, corporate communications packages and more.
Corporate Communications
Every organization can benefit from clear communications with the public, media, government officials, donors and other stakeholders. Crown can help you refine your messages to best address the concerns of each constituency, and develop specialized communications strategies to reach them. From annual reports, capabilities overviews and employee communications to press materials, white papers, newsletters and fundraising campaigns of all kinds, we'll work with you to develop the right pieces - at the right cost.
Web Development
Your web site is often a prospective customer’s first introduction to who you are and what you have to offer. Crown Advertising works with organizations of all types to develop web sites that tell their stories in a clear, compelling and entertaining manner. We begin by getting into your head and understanding what your prospects need to know. We develop smart architectural solutions for your site, ensuring that users can easily find what they seek. We continue the process by writing copy that motivates action, and matching it to design elements that bring it all together in a pleasing manner. The result? A web site that doesn’t just sit there — a web site that works.