Stakeholder engagement and brand strategy
Hillcrest’s sole purpose is to improve the quality of life for its stakeholders. They do this by providing a wide range of services across housing, care, support, training, skills and employment opportunities.
We were asked to look at how to best organise the company’s brand so that stakeholders better understood its offering. Our objective was to engage with stakeholders to identify the perceptions of the organisation’s brand, develop its brand using this insight and provide a communications plan to deliver the new brand to the market.
WHAT WE DID
We engaged with over 450 stakeholders to identify perceptions of the company’s brand through a series of focus groups and online questionnaires. This along with an audit of its current brand was used to inform a proposition, brand strategy and creative brief for the brand development. The result of which was a series of suggested names changes to the company’s business units and their associated brand marks.
We then developed a simple and striking brand look for the business that is currently being rolled out across all marketing channels.
Finally we developed and executed a launch plan for the new brand to all stakeholders via a range of channels including brand roadshows, email, public relations and video.