We all know about companies whose brands have made them business legends. But let’s face it, understanding branding is one thing, and implementing a successful program in your company or organization is another. We can help. It all begins with defining your message and then providing tools that will empower your employees to deliver it to your audience.
JSSA (the Jewish Social Service Agency) provides services for children, families, and seniors. Over time, some confusion developed about the nature, scope and delivery of the organization’s many varied services as well as its audiences. JSSA sought our help to address these problems through a new branding strategy.
We recommended formation of a “brand committee” comprised of senior management, department heads, and other opinion leaders within the organization. This committee gave employees a voice in developing the new brand and gained buy-in from key players. They became “brand ambassadors” who shared their excitement about the process with others.
The goal of the branding strategy is to widely communicate three key messages:
JSSA is the Washington metropolitan area’s outstanding source of high-quality
programs and services; JSSA offers a full range of services—from the very young to
the very old; JSSA, as a nonsectarian provider, offers services to all. |
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We created a new positioning line—“JSSA. For the best in child, family, and aging services.” We then distilled the message even further with an appealing call-to-action: “Think JSSA!”
A family of marketing materials was developed to communicate the key points of the brand. A new brochure was produced for service referrers—healthcare professionals, guidance counselors, religious leaders, and others—who have the greatest potential to expand their client base. Other elements of the campaign include an “overview” brochure, as well as individual brochures for specific JSSA services. Completing the package, a dynamic website helps users identify services and access information.
Marketing materials are unified by a design that communicates the quality,
depth, and breadth of JSSA’s services. With its human interest stories and striking
use of photography, these marketing vehicles are an important new tool to expand
JSSA’s client base. |
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Finally, BSD developed a brand launch strategy to help employees and others in the JSSA family understand the new branding program and how to become its personal ambassadors.
Today, this well-established organization is on the way to an exciting new chapter, thanks to the assistance of its new branding campaign. The web site is scheduled to launch in early October. To see for yourself go to http://www.jssa.org.
Discover the Power of Branding in Your Organization
Are you ready to take your brand to the next level? Together, we can put an
effective campaign to work for you. Contact Beth Singer at
beth@bethsingerdesign.com or at 703-469-1900.
