what’s in a name one agency’s successful journey to a new name and brand
TRANSCRIPT
Steps to Rebranding1. Do research-consultant/brand steward (4 weeks)2. Discuss research results – consultant/brand steward (3 weeks)3. Establish the design team and share research results - consultant/brand steward (2 weeks)4. Conduct an internal brand audit-brand steward
(4 weeks)5. Create a position statement-design team (1 week)
The Advancement Group
Steps to rebranding 6. Design development (first look)-graphic designer
(2 weeks)7. Design development (second look) – graphic designer (2 weeks)8. Design refinement – graphic designer (2 weeks)9. Unveil the brand – design team (4 weeks)10. Public unveiling – design team, board, consultant (2-3 weeks)11. Implement the brand – brand steward, consultant,
graphic designer (4-6 weeks)12. Nurture the brand – brand steward (ongoing)
The Advancement Group
1. Do the researchJune 2010 Planned giving process begins
with The Advancement Group
Brand audit for planned giving Internal/external
materials
Identify issues with current nameName established for 20+ years
Confusion over what agency does
August 2010 Board votes to explore change
1. Do the researchSept. 2010 Survey clients, stakeholders, staff, funders and community leadersQuestion examples:Please rate your agreement with the following statement: “ACT’s services are well known in Tulsa and surrounding communities.”
Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree
Are you aware of the services available through ACT?
YesNoIf yes, please describe
2. Discuss the research• 225 surveys sent; 85 completed
Consensus:
• Associated Centers for Therapy (ACT) does not reflect what agency does
• Decision to rebrand made by board
• Overall support of current tagline‘Helping build better lives’
3. Establish Design Team
• Design Team of staff, leadership and board established
• Board and staff asked for new name ideas
• Design team generates ideas
• More than 60 name ideas generated.
4. Brand audit• Brand steward is usually the person in charge
of printed materials, website, press relations, and community outreach, etc.
• Brand audit looks at current internal/external materials
• Design consistency reflects brand of caring & quality services
• List of printed/electronic and internal/external items reviewed to determine if they fit the brand & to identify gaps for future.
5. Position statementACT provides individualized, results oriented behavioral health and substance abuse services to children, adults and families. ACT’s services empower individuals to achieve wellness, recovery, an improved quality of life, hope for the future and a better community.
Position statement developedby design team to review
more than 60 proposed namesand to build the new brand
ACT Rebranding Survey-Name Options, January 5, 2011
ACT Rebranding Survey-Name Options, January 5, 2011
Page 1 - Question 1 - Ranking Question
Please review and rank the following names to be considered in the rebranding process. To provide consistency, please provide a ranking for each name in the list. Please rank the names according to your first through sixth choice, with 1 being your first choice.
1 2 3 4 5 6 7
ACT Behavioral Health & Recovery (ABHR)
ACT Counseling and Recovery Services (ACT CAReS)
Behavioral Health & Recovery Services (BHRS)
Behavioral Health & Recovery Services of Oklahoma (BHRS of OK)
Counseling and Recovery Services of Oklahoma (CAReS of OK)
LifeCare Behavioral Health & Recovery (LBHR)
Serenity Behavioral Health (SBH)
Thank you for taking part in this process and for taking the time to share your opinion.
6. 7. & 8. Design Phase • New name approved by board• Design team brainstorms with consultant and
designer to create visual and brand image• Graphics, fonts, colors are explored• Several designs emerge from team/designer input• Final look takes shape & receives board approval• New materials created based on brand audit
Policies, procedures – oh myStaff committee forms to identify everything to be updated.Big items include:
• 501 (c)(3) status• Notifying funding sources• Policies/procedures• Signage inside and out all locations• All printed materials
9. Unveil the brand• Unveiled to staff, clients and board first• How to spread the new name publicly?
• Press releases• Bus stop advertising• Billboards• New agency website – last piece completed• E-blast to 2,400 stakeholders & media
11. Implement the brand16-page brochure becomes double-sided one sheet
Website simplified – info only 1 click away
What’s in a name?
• Easily identify what we do at a glance• Counseling is positive term• Recovery is a positive result• More booth traffic at public events• More media attention for agency
Impacting the bottom line
CALM Center, children’s crisis unit1.Unit had 15 capacity and was only half full2.Rebranding included marketing campaign 3.Marketing brings average census up to 104.Billboards launch and reach 650,000 people daily – census goes to 155.Billboards lead to free media
ConclusionGood idea to review your brand:
• Does your name reflect what you do?• Does your name reflect agency values?• Is it easy for public to understand what
you do?• If not, what are the pros and cons of
changing?• Find good consultant and designer
For more information
Beverly MooreCommunity Relations CoordinatorCounseling & Recovery Services
7010 S. Yale #215Tulsa, OK [email protected] x552918.740.5970 (cell)