What was the scope of their involvement?
BrandJuice spent a great deal of time interviewing members, customers, and non-members alike from a variety of demographics. Since we are a national organization, they targeted regional audiences and specific age groups to figure out how we can connect to them in the best way. We knew in order to be relevant, we would have to speak to those audiences in ways that resonated. BrandJuice went through extensive research to help us hone in on that particular voice.
The process began with developing a value proposition for primary service lines. We recognized that our traditional membership base was a service line that needed a true value proposition. BrandJuice presented four strategies for how we should speak to this audience and have a value proposition that resonates.
Beyond tonality, we also needed to have a visual identity that was more cohesive. If you had looked at our website compared to our fellow colleagues and competitors in the space, it did not differentiate well. BrandJuice worked with us on creating a new color palate and style guide. That work then migrated to our marketing materials, including our membership brochure.
They also worked with us on aligning our video strategy with our repositioned brand. During that process, we decided to redo our website which will relaunch on January 1st. BrandJuice has been active in defining the look and feel of the website and its tonality.
What is the team dynamic?
I work with several folks there. Andrea [Managing Director, BrandJuice] is the managing director and the primary point of contact as we went through the contracting process. Amanda [Director, BrandJuice] is another person that’s active on a pretty much day to day basis as it relates to the work that we have going on. Heather [Director of Creative Services, BrandJuice] is another one that’s focused as a director of our creative services. We have a high degree of engagement with her. Our account lead is Lizzy [Strategist, BrandJuice]. She’s the strategist for our account.
How did you come to work with BrandJuice?
We had the opportunity to talk to several folks within the community that had great experiences working with BrandJuice. It was through that word of mouth that our CEO, Dr. Halee Fischer-Wright, reached out to BrandJuice to talk to them about our challenges.
We recognized that we have a great internal team, but it's often very difficult to reposition an entire brand while still doing your day job. We knew that BrandJuice could add a lot of high-end talent, guidance, and strategic work while our internal team could focus on the execution of their own work.
When we looked into the market space, we talked to some of BrandJuice's references. We had a kickoff meeting with them, they created a proposal, and then we initiated the relationship going forward.
How much have you invested with them?
We've spent around $1.3-$1.4 million.
What is the status of this engagement?
We started working together in May or June 2016 and the work is ongoing.