You’re Ready for Life. We’ve Been Waiting for You.
Bellin College of Nursing is one of the Midwest’s most prestigious nursing schools and an affiliate of Bellin Health — a highly honored, multi-facility healthcare network more than 120 years old. When the College sought to reactivate and reenergize its dated brand, NOISE was the chosen one.
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.
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.
THE BOTTOM LINE
NOISE develops a brand promise that captures the primary desire of nursing student prospects with “A Higher Degree of Caring.” The campaign provides a call to action (“We’ve Been Waiting for You”), original photography of 10 actual students, plus personalized “checkbox headlines” reflecting the many reasons that motivate Bellin College of Nursing students. Enrollment increases and the campaign wins numerous awards for its clarity, excellence, authenticity and results.