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Avoiding an Identity Crisis

Use Data to Make Smart Choices During Times of Change-AMA

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Transcript of Avoiding an Identity Crisis

Avoiding an
Managing brand through a name change
Research

14% Unaided Awareness

“I lived there for two weeks and I couldn’t tell you which hospice it was on this list.”

36% Aided Awareness

“The name HospiceCare is the same as the service we provide. Are we talking about the service
or the entity?"

37% Knew we were nonprofit
Do we have an
Maintaining brand Essence
What makes a
Great name?
Easy to see/say
Unique & differentiating
Memorable
Relevant to audience
Ownable/trademarkable
Domain


Agrace's Service Area
What we heard
Stakeholder interviews, focus groups and tone meetings:
400+
Names

Rebranding
The Process:
Brand Audit
Stakeholder interviews - internal & external
Tone meetings, focus Groups

The Fix:
Drop the "Inc."
Add an identifier
“Inc. says we’re corporate. HospiceCare is generic.
It’s like calling one of the local hospitals Hospital, Inc.”

Dropping the "Inc."
caring
compassionate
supportive
quality
skilled
passionate


Through major change
Creating a way that we define Agrace for:
patients & families
staff
the community
donors
potential employees

Consistency: ensuring our care is consistently excellent from Baraboo to Beloit and beyond



... So why the name change?
est. October 2011

Beloit
Regional Hospice
Heartland
Hospice Care
Mercy
Hospice Care
Rainbow
Hospice Care
Saint Jude
Hospice
SouthernCare
Hospice


What is Agrace?
Liz
Director of Marketing & Communications at Agrace
Remember HospiceCare, Inc.?
identity crisis?
1. Gauge understanding of hospice, what's important to people to target marketing messages

2. Measure brand awareness

3. Learn whether people know that our organization is different from other hospices
Yes, we have an
identity crisis.
individualized
collaborative
respectful
selfless
guiding
non-profit
community-based

in control
understood
more comfortable

Identity Crisis
2010
Emotionally:
relieved
dignified
reassured

Research
2012
Adding the identifier
2010
est. October 2011
Research
2014
Kopling
Recap
74% in Dane Co.
now know Agrace
is non-profit
Only 37% knew that HospiceCare Inc. is a nonprofit, in fact 10% said that it was a for-profit organization
(37% in 2010)
Of people aware of Agrace:
0nly 12% said Agrace was
different from other hospices.
10% No
45% Didn't know

HospiceCare, Inc.
1. Use research to make data-based marketing decisions and measure outcomes. Don't let history or hyperbole distract you from your purpose.

2. Focus on your brand's core strengths and differentiators through the change.

3. Define your brand's essence both internally and externally to stay true to your guiding principles.
Liz Kopling
liz.kopling@agrace.org
@l_boe
linkedin.com/in/lizboelterkopling
facebook.com/AgraceHospiceCare

youtube.com/AgraceHospiceCare

twitter.com/AgraceHospice

linkedin.com/company/agrace-hospicecare

pinterest.com/agracehospice

Search for Agrace on Google+

Thank you!
facebook.com/AgraceHospiceCare

youtube.com/AgraceHospiceCare

twitter.com/AgraceHospice

linkedin.com/company/agrace-hospicecare

pinterest.com/agracehospice

Search for Agrace on Google+
Full transcript