Please describe the scope of their involvement in detail.
They provided research and guidance that helped us make some decisions on how we were going to market our organization within the larger Partners Network. From their perspective, they helped us streamline or extend the Spaulding brand on the Spaulding side of the service line. We had several inpatient and outpatient centers throughout the greater Massachusetts area that had been branded separate names because of previous owners. When we came together, we kept those names, but that quickly became confusing to the public. Forge helped us figure out the best way to unite our assets under one brand. Specific deliverables included brand architecture overhaul, brand statement and purpose, identity everything from logo and stationary to PowerPoints and fact sheets.
That was primarily their work with Spaulding. On the home care side, we had similar challenges – relatively unknown organization within a very competitive space, and had started to go to market with different sub-brands that were confusing to the overall story. Where Forge came in is, they provided guidance, leadership, and insight, but then research and recommended steps that, ultimately, were reviewed by our executive team.
How did you come to work with Forge Worldwide?
We had a very competitive process. I think we reached out to four vendors including Forge at the time. We selected the four vendors based on size and scope, to try to give us a different scale of what we could end up with as results. I think where Forge held a lead role was first a genuine interest in our business that was conveyed in several ways, during their presentation as well as on a personal level. They were clearly engaged and interested in helping us grow as a company.
I think almost more importantly was the innovative approach they took to figuring out how to update our brands in a holistic manner that went beyond simple brand collateral and brought us into the modern health care market.
Could you provide a sense of the size of this initiative in financial terms?
It was several hundred thousand dollars.