johns hopkins medicine

johns hopkins medicine is a place in which extraordinary people do extraordinary things every day. we watsons are honored to have created a new employment branding campaign that brings that very notion to light – and at a time when finding talent takes new thinking.

after onboarding eleven of johns hopkins’ entities, we developed branding campaigns for both nursing and key staff. in doing so, we created a resonant master brand flexible enough to allow for disparate selling points of each entity. 

creating a campaign starts with a tagline.

for positioning, we created a manifesto for both nursing and key staff, specifically transporting, linen services, environmental services, and food & nutrition. not only do the manifestos establish our positioning, they also convey key messaging and tone of voice – and culminates in a new theme line: be a part of something bigger.

the theme line enforces a higher order benefit that supports the familial culture, speaks to the size and structure of the organization leading to greater opportunity, and references working with purpose. this “caregivers one and all” approach for nurses and key staff became a multi-channel strategy that includes digital, social, linkedin, pandora, and a unified landing page.