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Making a brand relevant again.
For over 70 years, Planned Parenthood has provided and promoted women's health care, based on respect for every individual's right to make informed, independent decisions. However, recently the organization has been suffering from declining awareness, clients and donor base. Overwhelming, the conclusion of extensive research was that the brand was living in the past.
The leadership determined it was time to reenergize and revitalize the organization. The goal was to define relevant benefits and re-position the organization as positive and welcoming, providing valuable information and expert care. With that, a new brand was born represented by the tag line "Plan On."
Initially the brand was launched internally so employees would rally behind it, grow into it, and respect it. Then the brand was launched to the donor base. A combination of a new attitude, radio and direct mail resulted in an increase of donations by 212% over the previous year. In addition, the number of donors and gifts doubled, and the average size of gift increased by 56%.
The brand is now being integrated into patient services, to ensure that the organization is delivering the brand promise on all levels.
Planned Parenthood. Plan On.
Visit www.planonaz.org.
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