Broome is Good Case Study

We forged ahead in focusing on the actual county name - Broome. Broome is a great word, it is short, it is cool, it is easy to remember, and unites all but taking away the negative association that locals feel about the city of Binghamton. This also neutralized the situation with business leaders for the word Broome is understood from a logistical and factual business aspect. All in all, the choice of Broome as the headliner for the brand was truly the perfect solution to align both residents and leaders get behind this exciting new program. The Good Life program was created as a lifestyle brand focused on the warmth of story telling of those who chose Broome for both personal and career advancement and who love the region, because…good is a choice.

We launched strong with tv spots during the football season, Super Bowl half time slots, radio spots, digital ads, and participating in local events and also hosting several events to introduce the brand to locals from all different facets to embrace and celebrate the brand.

Broome county contains many municipalities and local residents were very against being defined as people from Binghamton - Broome county’s largest municipality. Often if mistaken as someone from Binghamton, there would be a stern correction “no i’m not from Binghamton, i’m from Endicott, or Endwell...other municipalities. There was true distain for the large city. But, to the business community and organization leaders, the region is known as Greater Binghamton. So there was resistance to abandoning the Greater Binghamton name for this program in fear that would not be recognizable to the masses. 

Create a program to build pride of place among local residents and attract new talent from the NYC area to the region. This program was to ignite excitement for the region that would lead to talent retention and attraction.