Johnson & Wales University Brand Campaign

For over 100 years Johnson & Wales University has earned a reputation as a school where hands-on experience in addition to academics is a primary contributor to student success. Starting out as a business school and evolving as educational demands broadened,  JWU enjoyed the well-earned position as one of the worlds best culinary schools. As more inevitable changes occur, JWU expanded their areas of study to reflect the needs and demands. Brand studies indicated the school's program growth wasn't reflected in the perception of the JWU brand. Addressing the issue, the first ever brand campaign in school history was initiated. 

Agency reviews processed through steering committees and working groups which ultimately lead to a partnership with Forge Worldwide in Boston. Decibel Media came on as our strategic media partner. Over the next 3 years, the team developed a comprehensive approach to raise awareness and expand the perception of Johnson & Wales University. We needed to expand the perception of the university to include additional areas of study while communicating the leading food science innovations impacting our culinary program.

Initially brought in to direct the external facing digital properties, my depth of experience with brand development and brand building became of value. I worked alongside the university marketing team and our agency partners to assist campaign development. My creative director chops were put to use although my innate desire to take over the whole brand campaign was omnipresent. Staying within my lane was difficult at times and occasionally painful.

Over the years, I assisted the team with strategy, creative direction, coordination, asset production, and methodology. The branch campuses had unique needs which I was sensitive to and advocated for.

One of the best experiences of the campaign happened while working to turn around a television spot in an absurdly short timeframe. My agency background and deadline oriented mindset saw this as a challenge. Working with Forge, the concept was approved and in short order, I outlined, scouted and secured locations, coordinated with faculty and students for talent and props basically working as a producer to get the ball rolling. While the creative team at Forge is exceptional, I did add to the creative direction of the shoot. Perhaps it was a matter of the agency appeasing the client (I've been there) but the spot turned out great. We won a "Silver" at the 2015 College Advertising Awards.

I'll be happy to talk more about my brand experience and this campaign if interested.