What’s in a Name One agency’s successful journey to a new name and brand

Steps to Rebranding 1. 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 research June 2010 Planned giving process begins with The Advancement Group Brand audit for planned giving Internal/external materials Identify issues with current name Name established for 20+ years Confusion over what agency does August 2010Board votes to explore change

1. Do the research Sept. 2010Survey clients, stakeholders, staff, funders and community leaders Question examples: Please rate your agreement with the following statement: “ACT’s services are well known in Tulsa and surrounding communities.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Are you aware of the services available through ACT? Yes No If 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 statement ACT 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 developed by design team to review more than 60 proposed names and to build the new brand

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 my Staff 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

10. Public Unveiling

11. Implement the brand 16-page brochure becomes double-sided one sheet Website simplified – info only 1 click away

12. Nurture the brand

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 unit 1.Unit had 15 capacity and was only half full 2.Rebranding included marketing campaign 3.Marketing brings average census up to 10 4.Billboards launch and reach 650,000 people daily – census goes to 15 5.Billboards lead to free media

Conclusion Good 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 Moore Community Relations Coordinator Counseling & Recovery Services 7010 S. Yale #215 Tulsa, OK x (cell)