BCEN began working with Willow in 2018 while going through a transformational leadership change. At the time, the organization was solely focused on developing the certification exams for 5 key certifications in the emergency nursing space, but were seeking to better align themselves and the brand with the new vision for the organization. Through our research with certificants, we discovered that the brand was perceived as transactional, only focused on selling certifications. The organization was also seen as the best of the best. The nurses desired more from the organization that they trusted, they wanted more continuing education, training, guidance and support. They wanted a relationship with the organization.
Solution
Willow Marketing partnered with BCEN to redefine how the organization connects with and celebrates the emergency nursing community. Through a comprehensive Discovery and Research process including staff workshops, certificant interviews, and a national survey, we uncovered critical insights that shaped a complete visual and verbal rebrand. From website redesign and communications strategy to advertising and content development, our work elevated BCEN from a transactional certifying body to a trusted, mission-driven partner in professional growth.
Together, we launched a more intuitive website, refined the communications plan, and expanded marketing efforts through targeted campaigns, SEO optimization, and data-informed dashboards. We also brought the new brand to life through graphic design, copywriting, digital advertising, and email marketing.
As BCEN’s offerings evolved, Willow helped expand the brand experience to include additional certifications, an online learning platform, and the creation of Learn Live, the organization’s first in-person education conferences. Each event features custom-branded themes inspired by its host city and translated into vibrant illustrations, wearable merchandise, and on-site booth designs.
Our collaboration also produced a highly visual nurse recognition campaign and a powerful Value of Certification video, both reinforcing BCEN’s commitment to championing confidence, connection, and continued learning within the emergency nursing profession.
