AACN is a Washington, D.C.-based organization that is the national voice for baccalaureate and graduate nursing programs across the U.S. It engaged TDC to create a sub-brand to support academic nursing programs as well as a commissioned report outlining the critical role for academic nursing in the national healthcare landscape.
After a comprehensive discovery campaign that included focus groups and interviews with AACN leadership, nursing school deans, and chief nursing officers, we created a positioning strategy, signature line, messaging platform, logo, and distinctive look-and-feel for the academic nursing brand. These elements were applied to print ads, website components, banner ads, email templates, and collateral materials. The campaign was recently honored with a Communicator Award of Excellence.