To establish the cornerstones of a NOISE strategic brand activation plan, phase one focused on research — a multi-day, on location assignment that included both educational and management leadership, but focused quantitative and qualitative efforts on students. The primary goal was to define their passion and their motivations — and how Bellin College of Nursing exceeded their educational and existential wants and needs.
While it quickly became clear that the opportunity to provide meaningful and compassionate care was the primary reason young adults chose Belling College of Nursing, students interestingly also offered secondary and tertiary reasons for pursuing their passion — some serious, some practical, some funny, all truly human and honest.
The result? An award-winning, results-generating multi-media campaign was literally created out of a student-based research session — one that featured 10 actual students in image and story, with multiple choice “headlines” that reflected their numerous motivations for pursing a nursing career.