Johnson & Wales Brand Campaign

Even though over 100 years ago Johnson & Wales started as a business school, for decades JWU enjoyed the unique position of leveraging its well earned stellar reputation as one of the worlds best culinary schools. As changes in the market occur, JWU expanded their areas of study to reflect the needs and demands. Studies demonstrated the growth wasn't reflected in the perception of the JWU brand. The first ever brand campaign in school history was initiated. 

Agency reviews through steering committees and working groups 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. I'll touch on the highlights and my role.