Johns Hopkins Medicine was expanding into multiple new locations across Northern Virginia, and needed to announce it. This wasn’t a campaign that called for a big creative swing, Johns Hopkins is a complex, multilayered, deeply traditional brand, and the smartest move was recognizing that the idea itself, proximity, “our care is closer than ever,” needed to stay simple and consistent everywhere it appeared.
I led a team of a creative director, designer, copywriter, and campaign strategist and sat down with Johns Hopkins’ marketing team and our strategist to look at the media plan directly, and we agreed on a split approach: keep TV, print, and OOH locked to one consistent message, so stakeholders across a large institution could stay aligned and confident in what was going out.
Social Media
Use social media to do the more specific work, calling out individual service lines like OBGYN and primary care, and practical convenience details like metro access and on-site parking, that traditional formats didn’t have room for.