One of the tasks I was faced with at Virginia Premier was making the brand come to life for all of our associates across the state of Virginia. Corporate was running an externally facing campaign called “Empowering” where we talked about all of the ways we empower our customers (for instance, “Empowering your family’s health care.”). We wanted to tie that language into our internal campaign, which lead to the creation of You Empower Us.
Part of the development of our brand required us to reexamine our core values as a company. Coupled with the You Empower Us concept, we decided to frame our new campaign within our 5 core values - compassion, innovation, collaboration, accountability, and quality - and the ways that they empower our associates to be a force for good in our communities.
In light of this, we decided to stage a year-long, evolutionary campaign that refreshed every 2 months to highlight an individual core value. At the end of every two months, the employees would be given the chance to take a quiz about that core value which would enter them into a drawing for branded prizes.
This campaign accomplished many things including education, inclusion, and, chiefly, brand ownership. My hope is that every employee that interacts with You Empower Us comes away knowing that they are the foundation of what makes Virginia Premier successful.