ADVERTISING
BJs Wholesale Club
Project: Employee Referral ProgramArt Director: Christine Case
BJ’s Wholesale Club wanted to get Team Members excited about and on board with their employee referral program as well as to let them know about the benefits they are eligible to receive when people they refer to BJ’s join the team. Senior Vice President/Chief Personnel Officer’s vision was to express what she called “the hidden jewel” that BJ’s Wholesale Club is in when it comes to a successful and thriving career. This theme was weaved throughout the collateral and the employee referral program collateral was rolled out in a six week period using email communication to Team Members, email footers and animated gifs for use in the HR department’s email correspondence, flyers, posters and 24 x 36 signage throughout the clubs.
Commonwealth Compact
Project: Brand IdentityArt Director: Christine Case
Commonwealth Compact needed a brand identity for their new program, Talent Source. The logo was designed to symbolize and target the diverse group of professionals the program is geared toward, as well as the networking and career opportunities available to individuals who join. The print ad below appeared in various publications including the Boston Globe.
National Fire Protection Agency (NFPA)
Project: Diversity Recruitment AdvertisementArt Director: Christine Case
Copywriter: Christine Case
This recruitment ad, translated into a brochure, was created while working as the “behind the scenes” Creative Director for a diversity marketing agency. I handled the creative direction and design, as well as all of the copy writing. As the world's leading advocate of fire prevention, NFPA’s mission, in a nut shell, is public safety. So to target new talent for the organization, I focused on the deeper value of the career, which is the involvement in saving lives. Who hasn’t dreamed of being a super hero, saving the world from impending doom? (Come on, admit it!)
Blue Cross Blue Shield of Massachusetts
Project: Diversity Recruitment AdvertisementArt Director: Christine Case
Copywriter: Christine Case
To target new talent for Blue Cross Blue Shield of Massachusetts, I focused this recruitment campaign on their main mission: transforming the health care industry. The graphic and headline represent the impact that each individual has in the transformation process, and the ripple effect of their involvement in this important and critical issue of making quality health care affordable for everyone.
Neighborhood Health Plan (NHP)
Project: Diversity Recruitment AdvertisementArt Director: Christine Case
Copywriter: Christine Case
Neighborhood Health Plan needed targeted diversity recruitment for their organization. The strict branding guidelines made the assignment a challenge — but I do like challenges. The strict branding guidelines specified the types of imagery that must be used and images that cannot be used, the exact layout, the fonts, etc. With these guidelines in mind, the creativity came into play with how the headline worked with the graphic to convey an effective message to the target audience. I broke the audience down into two categories: “Audience One” is the clinical workers (nurses, case workers, etc.) with the messaging focused on making a difference in the health care industry and caring for its members. The headline was designed to work with the graphic to represent the deeper value of a career at NHP. “Audience Two” is for the technology department employee with messaging that focused more on career advancement, rewards and recognition.
