Revitalizing and Rebuilding an Employee Brand

The Human Resources Department at Wentworth-Douglass Hospital was in need of establishing a unique brand that accurately represented all 3000+ employees for all of their recruitment advertising. Over the course of several months in 2009 and 2010, Sean Tracey Associates conducted a series of brand development sessions with current hospital employees. These focus groups allowed the WDH HR/Management team to collaborate, examine and define the Employee Brand and Positioning on their own terms.

In the end, the idea of WDH as “the place they want to be” became an expression of belonging to something bigger than just a “job.” This helped to lay the ground work in developing the current employee brand messaging.


In the fall of 2010, Wentworth-  Douglass Hospital launched their new “WHERE YOU  BELONG” employee brand platform. First,
an internal marketing campaign  was launched for the employee  brand within the hospital. The employee kick-off event included a “Where You  Belong” contest and presentations through the day with with the screening  of “The Making of the WDH Brand,” a behind the scenes video look at the branding  process. Now in 2011, the new “look and feel” of the WDH employee has been rolled out on Patient Care-Vans, Exterior Building Banners, Internal Collateral,  Recruitment Print Ads, Interior Roll-Out Banners, Web Banners, a new Book of  Stories, spotlighting the amazing stories behind a handful of Wentworth-Douglass Hospital employees.


Initially retained by Human Resources, STA has now been brought on to rebrand  both the hospital and hospital-owned physician practice marketing with this new concept.

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