Escambia Community Clinics was in the middle of a big transition. It had built a reputation in the community as a valuable healthcare resource for the working poor or for those people who could afford neither healthcare nor health insurance. Unfortunately, as a result of this, it inadvertently build a perception that their healthcare services were somehow “less than.” Escambia Community Clinics really needed help to do a better job telling its story to the marketplace.
Through idgroup’s Branding from the Core® process, we were able to develop new messaging that resonated with all stakeholders, and also a new name that highlighted the sense of community the organization was originally founded on.
Thus emerged Community Health Northwest Florida, with its stated tagline, “Putting Healthcare Within Reach.”
© idgroup, 2018.
This pro-bono project was very special to me and the idgroup team. We wanted to create a big impact for Autism Pensacola, and instead of focusing on similar messages from national campaigns (know the signs of autism), we wanted to instead focus on the need for parents to know that they have a place to go to as a resource if they are living with an autistic child.
As a result of an in-depth analysis of the organization, a position statement of "Less Uncertainty, More Answers" was created to solidify Autism Pensacola's reputation as the community leader in autism-related issues. The TV commercial played off this theme with a clear and resounding message to parents: You are not alone.
Big Brothers Big Sisters of Northwest Florida was looking to launch a "100 Men in 100 Days" campaign to bolster its male volunteer numbers, and help kids who desperately needed a male role model in their lives. Research indicated that volunteers were apprehensive about committing to a child, fearing that they didn't have enough time. We launched the "Do a lot for a Little" campaign to combat the inherent insecurities of volunteering.Not only did the campaign succeed in securing 100 men in 100 days, it secured 35 additional men before the 100 days were up.
© idgroup, 2015.
The 2015 recipient of the pro-bono Brand on Us program was Pensacola Sports Association, who was in dire need of a brand makeover, one that would take them out of the 70s and into the new millennium. This campaign focused on encouraging the local community to #bemoved through sports. That includes not just being active, but also being moved emotionally at the sight of your favorite team, or that moment when you reach the finish line.
© idgroup, 2015.
Ever'man Natural Foods has been around for forty years, but people in the community still see the store as a small tree-hugging mom and pop shop. The forty year anniversary gave Ever'man an opportunity to change it's perception among the locals. With a new name to more accurately capture who this organization is, and a new identity, we set out to create a branding campaign that positioned Ever'man as the local, go-to source for healthy, values-driven foods and products.
© idgroup, 2014.
Chain Reaction is the brainchild of Kristin Fairchild, Pensacola-based teen coach, mentor and Auburn graduate. As the second recipient of the Brands On Us™ program, Chain Reaction was awarded nearly $100,000 in services which included organization development, coaching, brand development and development of marketing communications materials as well as media placement and photography.
After engaging the leadership, some very passionate graduates of the program along with volunteers and financial supporters of the program, the new visual brand and story was born. “Discover what’s Inside” —is both a call to call to action and a statement of core beliefs for Chain Reaction. The campaign speaks to the belief that each person has something special to contribute to the world—and chain reaction is there to help bring the best out in the teens it serves.
© idgroup, 2014.
A local dermatologic surgery practice was involved in a rebranding initiative, which necessitated the need for a branding campaign to introduce its new image, and services, to the market.
This particular practice specializes in a specific kind of treatment, Mohs Micrographic Surgery, which offers the highest cure rates with the lowest chances of scarring. The ads aim to highlight the expertise of the surgeons as both skin cancer experts, but also skilled plastic surgeons. The format for these ads were page-turners: while the first page poses the question, as the reader flips to the second page, the solution is revealed.
© idgroup, 2013.
The Woodlands Medical Specialists needed a way to advertise their urology services to the public. Unfortunately, the topic of urological issues can be embarrassing to bring up, even in advertising. To help solve this issue, a series of 00:15 television spots were created to highlight a specific urological condition in a light-hearted, but humorous way, in order to draw attention to symptoms that may require medical attention.
© idgroup, 2011.
One of the biggest challenges with kidney disease is that most people don't know they are at risk for it. Especially if you're diabetic. Diabetes and high blood pressure is the leading cause of chronic kidney disease (CKD) in the United States. That's why a local nephrology practice (that's kidney group to you) wanted to get the word out with a PSA-style campaign to educate the locals on how to manage their risk factors.
It was apparent that many people, even those who suffer from kidney disease, don't know how vital their kidneys are to their health, thus the Keep Your Kidneys campaign was born, with its stated message that it's better to keep your own kidneys, than to inherit someone else's (or worse, deal with going through dialysis).
© idgroup, 2014.
The Ray C. Anderson Foundation is an international, not-for-profit organization that seeks to create a sustainable society through funding research and project-based initiatives in the sustainable manufacturing industry, specifically around the production and consumption of products.
When Ray C. Anderson, founder of Interface, Inc. and a pioneer in sustainable manufacturing, passed away, his family formed the Ray C. Anderson Foundation in his honor and to continue the work Ray had begun. We shaped the core strategy and story for the new foundation and translated the ideas into a visual design, innovative website and rollout campaign that utilized Parallax before it was mainstream.
© idgroup, 2012.
As an organization whose sole job is to represent and promote the region, the first order of business was to develop a new name and logo that captured the spirit and personality of the newly formed organization that was also reflective of the strengths of the area. Through facilitated dialogue sessions, idgroup uncovered a story and developed a name and logo that immediately communicated the organization’s geographic location without limiting opportunities for growth, captured its spirit of adventure and positioned it as the “Gateway to Florida’s Enterprise.”
The West, while synonymous with the spirit of adventure, also became an acronym for the organization’s focus and mission: Wealth Development, Economic Partnerships, Sustainable Growth and Transformed Workforce.
© idgroup, 2015.
Visit Pensacola, Inc., the Destination Marketing Organization for the Pensacola Bay Area, is charged with the long-term development destination marketing programs for Escambia County, including Pensacola, Pensacola Beach and Perdido Key communities. Having successfully launched it’s inaugural year as an independent entity—previously governed by the local Chamber of Commerce—the Visit Pensacola team wanted to do something no other Florida destination organization had done before: Engage the entire Pensacola advertising community in developing and communicating the Visit Pensacola brand.
Our local advertisers answered the challenge with the formation of Showcase Pensacola, a cooperative agency with representatives from various Pensacola Bay Area advertising, marketing, and branding firms and agencies at the helm.
Through active collaboration, the Showcase Pensacola Strategy Development led by idgroup, developed the 2014-2015 Destination Marketing Strategy.
The idgroup team engaged a cross section of citizens and tourism industry members to shape the position and strategy for the Pensacola tourism brand. The core personality of “real, relaxed and simple” provided direction for the visual feel of the campaign, while “Find what you are searching for” called visitors to explore the diverse experiences found in Pensacola, Pensacola Beach and Perdido Key.
Working in partnership with each other, as well as various community freelancers and thought-leaders, we developed a detailed plan that rolled out in October, 2014.Once called Florida’s best kept secret. The numbers show the secret is out. The 2014 tourism tax collections increased by almost 11% over the previous year
© idgroup, 2014.