For the last couple of months we’ve been working with a client (member organisation), a client with a very clear purpose, to develop its communications strategy, everything from internal comms to campaigns.
After a brand review at the start of the contract and an internal comms survey threw up some clear actions, it was agreed we needed develop the brand. It’s six-year life cycle had come to an end and we needed to refresh and revitalise it, hoping to reinvigorate the organisation and its members, with a clear call to action.
A brand agency was appointed after a tender process, which we managed and coordinated, and the new brand was developed to a stage where we felt comfortable enough to show the top two levels of the organisation. The feedback was essential as we needed to a) get the brand right and b) get the buy-in of the members.
The next stage was to coordinate its launch. When was appropriate and how did we want our entire ‘publics’ to know about it?
Today’s the day! The brand is launching and here’s what we’ve got planned.
- all social media skins will be changed by 12pm including backgrounds and profile pictures
- all the members of the organisation will change their LinkedIn and Twitter profile pictures to either the new logo in it’s avatar format or use a Twibbon we produced
- email footers have been developed
- a new landing page for the website has been developed whilst we’re developing an entirely new site
- whilst marking a significant milestone in the organisation’s diary today with an event, we’re also unveiling the new brand identity with pop up banners, screen savers and merchandise
- the media will be attending a photocall for the above event, so what better way to raise awareness but to include the new brand launch as part of the exciting story – we’ve had a 2ft cut out of the brand logo made for members to hold in the photo, signifying the milestone and also the new brand
- we’ve ‘tooled up’ our members with all the brand creative they need
- we’ve liaised with all associate organisations and their comms/PR teams too, making them aware of the launch and providing them with the new identity to update their files
We need to measure the impact of this launch, so feedback/reactions at the event will be important and then a follow up email to get constructive feedback will be important too. We’ll also monitor the use of the new identity in the first couple of weeks of the campaign, particularly of the members and associate organisations. There’s of course the media coverage too. Although the media isn’t our biggest comms tool, it still has a part to play with public awareness, which is key before we embark on any public engagement activity.
So, here’s the new brand identity and the link to the new landing page – let us know what you think!
Do you think we could have done anything differently or added further value? Let us know.
FYI – the milestone event was to mark 2020 days until 2020, when Scotland needs to reach its target of a 42% reduction in CO2 emissions!
The new website is being developed over the next two months, which will act as a resource and hub for all things climate change in Scotland. Members will have their own log in areas, the blog will be programmed with views and opinions and our ever-increasing library of videos for ‘Meet the member’, an initiative we introduced earlier this, will continue to feature group members talking about their role in climate change.
We’ll report back once we’ve got something to show!