REBRAND, 2015 Transform Conference

TALES OF REBRANDING

FROM THOSE WHO LIVED TO TELL ABOUT IT…

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AGENDA

•  What We Had Going for Us

•  Challenges We Faced

•  What We Did

•  What’s Next

WHAT WE’LL COVER

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WHAT WE HAD GOING FOR US

•  Amazing name awareness and favorability scores

Q1: HOW MANY OF YOU KNOW MEALS ON WHEELS?

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WHAT WE HAD GOING FOR US CONT.

•  5,000 soft voices across the country does not create enough volume to be heard

•  We had a clean slate

SILENCE

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CHALLENGES WE FACED

Q2: DOES THIS DESCRIBE MEALS ON WHEELS? MEALS ON WHEELS IS A FOOD DELIVERY SERVICE

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NAME AWARENESS

BRAND AWARENESS

CHALLENGES WE FACED CONT.

THE REALITY

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HUNGER ISOLATION SAFETY

NUTRITIOUS FRIENDLY SAFETY MEAL VISIT CHECK

CHALLENGES WE FACED CONT.

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•  Research told us:

– People care less about senior hunger – more about senior independence

– We’re outdated; old-fashioned

– They never hear from us

CHALLENGES WE FACED CONT.

•  5,000 Soft Voices

– Success would require a unified brand created from a tipping point of audience exposures

FRACTURED BRAND

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CHALLENGES WE FACED CONT.

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WHAT WE DID

•  Built a team of specialists •  Duffy & Partners

•  Storybranding Group

•  Edge Research

Saved up to 2/3 of costs of a

full-service agency

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WHAT WE DID

FOCUS FROM FOCUS TO

Frail, struggling seniors The power of the national movement

Seniors as dark and Seniors as amazing depressing/victims and inspiring

Of yesterday’s generation MOW is relevant today

•  Moved attention from frail, struggling seniors to the power of the movement that supports them

SET OUT TO UPDATE, MODERNIZE AND SHIFT THREE KEY PERSPECTIVES

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WHAT WE DID

A national movement of everyday people coming together to do their own small

parts and, together, making great things happen

NEW BRAND PLATFORM

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WHAT WE DID

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WHAT WE LOOK LIKE NOW

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WHAT WE LOOK LIKE NOW

WHAT WE DID

•  Virtual Town Hall meetings

•  Updated at key points: –  Research debriefs

–  Strategy presentation

–  Brand reveals

•  Created Brand Adoption Toolkit

•  Provide significant staff support

BROUGHT OUR MEMBERS ALONG

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IT’S BUILDING

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UP NEXT

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CHANGING THE PERCEPTION OF 350,000 WEBSITE VISITORS IS NOT ENOUGH

THANK YOU!!

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