How Boscobel counseled NFCC to make a major personality change.
Boscobel quickly realized that NFCC’s situation required
more drastic measures. To NFCC’s credit, they accepted
this “intervention” and agreed to a serious overhaul
of their current marketing and public relations, and even the
name of their organization.
Boscobel began with extensive research, including in-depth
interviews with creditors, member agencies of all sizes, and
consumers who had used NFCC, used a competitor, used neither
or had filed for bankruptcy. Armed with that information, Boscobel
started on a rebranding campaign:
- Create a new look-and-feel for the organization, including
logo.
- Completed a major overhaul of all of NFCC's collateral
materials, both in terms of copy and look-and-feel.
- Created inexpensive yet engaging Public Service Announcements
(PSAs) for placement on TV and in other media in an effort
to counter the competition’s aggressive commercials.
- Used public relations to get nationwide coverage of the
crisis in credit counseling.
- Held a Naming Workshop™ with NFCC and Boscobel personnel,
including creative directors. The result: new names for NFCC,
their offices, and their products.
- Redesigned the NFCC Web site to be less confusing and more
useful for various audiences.
Boscobel’s efforts have helped turn NFCC’s fortunes
around.
For details, keep reading. And start saying to yourself, “Change
is good, change is good, change is good....” If you do
it right, that is!
What it means to you.
Over time, a brand can start to get stale and may even lose
touch in target audiences. If your brand is not giving your
organization enough credit, turn to the experts at Boscobel.
We'll give you cost-effective solutions for introducing (or
re-introducing) your brand that won't leave you short-changed.
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