Restoring the roar of the Borgess brand by helping employees reconnect with it.
“This is where…”
Using our say it. live it.™ approach, Core Creative helped Borgess leverage the power of its most important asset — its associates. We conducted discovery interviews and helped Borgess outline the values and behaviors that were central to the brand experience. Using this information, we created a toolkit and internal campaign to help leaders launch the brand to associates, organization-wide.
Working in advance of the patient-story-driven “That’s where” external campaign, the complementary internal “This is where” campaign captured real insights on what the employees felt Borgess was all about. Early insights were captured on video and shared with associates as part of the brand launch.
After the launch, the “This is where” campaign continued, with posters and screensavers reinforcing brand values. As part of the campaign, employees had opportunities to craft their own “This is where” lines to share what the brand meant to them.
In the end, our strategy was simple — use Borgess associates as messengers. Their stories, combined with powerful brand messaging, showed that working for Borgess isn’t just a job or a career. It is a calling.