Tags |
|
|
Links |
|
|
Subjects - How a Nonprofit Name Change Generated Attention & Momentum: A Case Study in Branding
The NOW Legal Defense and Education Fund, a well-established nonprofit well-known by one generation of activists and supporters, changed its name to Legal Momentum in the spring of 2004. I first heard about the name change via a nonprofit client who thought that Legal Momentum's announcement letter to colleagues (others in the NYC nonprofit community, plus) was a very strong examp
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
le of proactive communications. He was right.
As a matter of fact, the letter was so strong that I decided to follow up with Maureen McFadden, Legal Momentum's Vice President of Communications, to learn more about the process -- and ultimate impact -- of the name change.
CHALLENGE: No One Got the Name, or the Focus
Even with a 34-year record of positive action,
As a matter of fact, the letter was so strong that I decided to follow up with Maureen McFadden, Legal Momentum's Vice President of Communications, to learn more about the process -- and ultimate impact -- of the name change.
CHALLENGE: No One Got the Name, or the Focus
Even with a 34-year record of positive action,
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
NOW Legal Defense and Education Fund's growth was held back by two seemingly impenetrable barriers. To begin with, there was perpetual confusion in the media about what the Fund was, and its relationship with NOW. "No matter how successful we were in getting media coverage, nine out of ten times they got our name wrong," says McFadden. "As a result, we didn't have any clips."
Yo
Yo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
u can bet that if the media get your organization's name wrong, time and again, that your target audiences do too. And that's a real barrier to building relationships and brand.
"In addition, audiences didn't know what 'legal defense and education fund' meant," continues McFadden. "They asked us for education grants or direct legal services. The only audiences who did know who we
"In addition, audiences didn't know what 'legal defense and education fund' meant," continues McFadden. "They asked us for education grants or direct legal services. The only audiences who did know who we
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
were (and what we did) were long-time feminists and those with whom we had long relationships on Capitol Hill."
Since the Fund was striving to extend its reach to women born after the civil rights era, and to ensure all audiences were aware of the full range of its programs – including new initiatives such as lobbying for universal access to child care – these problems had to be
Since the Fund was striving to extend its reach to women born after the civil rights era, and to ensure all audiences were aware of the full range of its programs – including new initiatives such as lobbying for universal access to child care – these problems had to be
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
solved.
After much deliberation, NOW Legal Defense and Education Fund decided that a name change was the communications strategy most likely to boost its ongoing evolution and outreach to broader audiences. "We needed a name that said who we were and what we did, while enabling us to continue to grow," says McFadden.
STRATEGY: In-Depth Analysis of History, Vision and A
After much deliberation, NOW Legal Defense and Education Fund decided that a name change was the communications strategy most likely to boost its ongoing evolution and outreach to broader audiences. "We needed a name that said who we were and what we did, while enabling us to continue to grow," says McFadden.
STRATEGY: In-Depth Analysis of History, Vision and A
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
udience Perspectives Generates Powerful New Name
Knowing that a name change is a major initiative, and one that can be very stressful (in terms of effort and emotions), the Fund decided to seek outside help. So McFadden and her colleagues applied for, and secured, pro bono assistance from the Interbrand (a leading branding agency) Foundation. With the help of a powerful
Knowing that a name change is a major initiative, and one that can be very stressful (in terms of effort and emotions), the Fund decided to seek outside help. So McFadden and her colleagues applied for, and secured, pro bono assistance from the Interbrand (a leading branding agency) Foundation. With the help of a powerful
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
and dedicated Interbrand team, the naming process was soon underway.
This is how it unfolded:
Step One: In-depth organizational probing.
The branding team learned about the Fund's vibrant history, including the leaders who built and sustained the Fund since its inception. Discussion focused on what the Fund once was, what it was at present and what it wanted to
This is how it unfolded:
Step One: In-depth organizational probing.
The branding team learned about the Fund's vibrant history, including the leaders who built and sustained the Fund since its inception. Discussion focused on what the Fund once was, what it was at present and what it wanted to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
be in the future.
Step Two: Focused audience research, with current audiences and those the Fund wanted to reach in the future.
After extensive discussions with Fund staff past and present, Interbrand reached out to other key audiences (funders, colleague organizations, and others with whom the Fund had long-term relationships, as well as women that they felt s
Step Two: Focused audience research, with current audiences and those the Fund wanted to reach in the future.
After extensive discussions with Fund staff past and present, Interbrand reached out to other key audiences (funders, colleague organizations, and others with whom the Fund had long-term relationships, as well as women that they felt s
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
hould know more about the Fund).
Step Three: Training of staff and other key stakeholders on the development, impact and launch of a new name.
The Interbrand team wisely ensured that the Fund staff, and other stakeholders such as board members, were prepared to select the right name, and to support its launch to generate the greatest amount of awareness possible
Step Three: Training of staff and other key stakeholders on the development, impact and launch of a new name.
The Interbrand team wisely ensured that the Fund staff, and other stakeholders such as board members, were prepared to select the right name, and to support its launch to generate the greatest amount of awareness possible
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
. Most importantly, they were trained to know how they wanted to be viewed.
Step Four: Creative brand building, and a grueling final selection process.
The branding team, armed with its understanding of the Fund's strategic approach to using the law to defend, motivate and inspire women – and its knowledge of audience perceptions – went to work. After an intensi
Step Four: Creative brand building, and a grueling final selection process.
The branding team, armed with its understanding of the Fund's strategic approach to using the law to defend, motivate and inspire women – and its knowledge of audience perceptions – went to work. After an intensi
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ve creative process, they came back to NOW Legal Defense and Education Fund with 100 options.
As a result of the training they had received, the Fund staff were able cut to the final 15 contenders quite easily. The final decision was more wrenching. Legal Momentum (LM) recommended to the board as the name that best conveyed the organization's mission – to advance the rights of wo
As a result of the training they had received, the Fund staff were able cut to the final 15 contenders quite easily. The final decision was more wrenching. Legal Momentum (LM) recommended to the board as the name that best conveyed the organization's mission – to advance the rights of wo
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
men and girls by using the power of the law and creating innovative public policy – while enabling its evolution.
Once the board agreed, Interbrand went on to create the look and feel to support the new name.
Step Five: Proactive, engaging communications strategy to launch the new name.
The next step was the crafting of a campaign to assure long-time audiences
Once the board agreed, Interbrand went on to create the look and feel to support the new name.
Step Five: Proactive, engaging communications strategy to launch the new name.
The next step was the crafting of a campaign to assure long-time audiences
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
that the organization's mission and relationship with NOW remained in place, while capitalizing on the attention to trumpet its forward motion to "build a world where women have the right and the ability to fully participate."
Developed key messages around the name change (focused on LM's growth and change), and trained staff on delivering them:
• Core me
Developed key messages around the name change (focused on LM's growth and change), and trained staff on delivering them:
• Core me
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ssage: "We changed our name but not our mission."
• Prepared FAQs for staff members.
Launched comprehensive communications campaign to capitalize on opportunity to engage audiences: • Message from the President and Chair
-Featured in LM's newsletter, In Brief.
-Highlighted on the LM website via a headline on every page on the site.
• Prepared FAQs for staff members.
Launched comprehensive communications campaign to capitalize on opportunity to engage audiences: • Message from the President and Chair
-Featured in LM's newsletter, In Brief.
-Highlighted on the LM website via a headline on every page on the site.
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
• Letter to colleague organizations.
• Postcard announcement, with photo of staff with signs reading "Legal Momentum," sent to all staff.
• Name change announcement flyer in all direct mail pieces (fundraising, event invitations, etc.).
• Revision of collateral (stationary, printed materials), signage, website and newsletter to incorporate new brand (nam
• Postcard announcement, with photo of staff with signs reading "Legal Momentum," sent to all staff.
• Name change announcement flyer in all direct mail pieces (fundraising, event invitations, etc.).
• Revision of collateral (stationary, printed materials), signage, website and newsletter to incorporate new brand (nam
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
e and look and feel).
• Updating of all voicemail messages, and the script for answering the phone.
• Formal note cards, emphasizing name change, for staff use (focus on sending to legislators).
• Annual report focused on name change (as an opportunity to feature LM's growth and change).
RESULTS: Clearer Understanding, Increased Support, Broade
• Updating of all voicemail messages, and the script for answering the phone.
• Formal note cards, emphasizing name change, for staff use (focus on sending to legislators).
• Annual report focused on name change (as an opportunity to feature LM's growth and change).
RESULTS: Clearer Understanding, Increased Support, Broade
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
r Reach
McFadden is pleased to report great results from the name change. "We haven't received one media mention that has the name wrong," she notes.
Moreover, she is pleased with LM's success in shaping coverage to feature the phrase, "a woman's legal and advocacy group."
Established audiences have responded very positively. McFadden and her colleagues were prepared f
McFadden is pleased to report great results from the name change. "We haven't received one media mention that has the name wrong," she notes.
Moreover, she is pleased with LM's success in shaping coverage to feature the phrase, "a woman's legal and advocacy group."
Established audiences have responded very positively. McFadden and her colleagues were prepared f
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
or long-term individual donors, such as feminists who have been supporters for a very long time, to dislike the new name. Instead, the change energized audiences, generating a lot of feedback, much of it positive.
The name change also provided Legal Momentum with a compelling focus for a major fundraising lunch with guests Senators Kennedy and Clinton. The program featured the na
The name change also provided Legal Momentum with a compelling focus for a major fundraising lunch with guests Senators Kennedy and Clinton. The program featured the na
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
me change announcement, supplemented by a fascinating video on LM history. Funders and friends in attendance responded strongly.
Legal Momentum continues to communicate about its name change today, a year later, through its website. The change clearly enabled the organization to dissolve the barriers that were getting in its way. Today, Legal Momentum is indeed building momentum.
Legal Momentum continues to communicate about its name change today, a year later, through its website. The change clearly enabled the organization to dissolve the barriers that were getting in its way. Today, Legal Momentum is indeed building momentum.
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.subjects.org.ua/article/7808/subjects-How-a-Nonprofit-Name-Change-Generated-Attention--Momentum-A-Case-Study-in-Branding.html">How a Nonprofit Name Change Generated Attention & Momentum: A Case Study in Branding</a>
BB link (for phorums):
[url=http://www.subjects.org.ua/article/7808/subjects-How-a-Nonprofit-Name-Change-Generated-Attention--Momentum-A-Case-Study-in-Branding.html]How a Nonprofit Name Change Generated Attention & Momentum: A Case Study in Branding[/url]
Related Articles:
Reduce, Reuse, & Recycle: Plastic Corrugated Makes Your Company More Environmentally Friendly
Freight Factoring: A Financing Solution for the Trucking Industry
How To Become An Expert - And Why
Bookmark it:
|