Scott & White
Internal Brand Campaign
The good news: Scott & White was growing fast, hiring new talent and opening new hospitals across central Texas. The bad news: sometimes expansion comes with growing pains. In their case, a collection of hospital campuses each building their own geographic cultures and talking about the brand differently. We worked with them to align the employees around the brand and the values. We knew the employees were integral to the success of this campaign since they’d need to live it, breath it and speak it. So we decided to talk to the staff and understand what it means to work at Scott & White.
Out of our conversations came the part-rallying cry, part-storytelling, part-brand promise—“it matters.” Employees were central to our creative and we used them in posters, websites, banners and internal communications to extend this message to more than 13,000 employees. The result? Average job satisfaction and engagement score increased within one year and it won the PRWeek award for Employee Communications Campaign of the Year.