The ask: DeafBlind Ontario Services is a non-profit organization enabling individuals who are deafblind live more independently. The organization wanted a new name, a fresh brand and a launch campaign to build awareness around their new identity.
The solution: BlueSky created and launched a new brand that would resonate with the target audiences.
- Four common themes: respect, leadership, trust and team work; were identified through surveys, tours of homes where individuals who are deafblind reside, and through interviews with stakeholders. These themes were to be reflected in the new identity.
- BlueSky presented new potential names, and DeafBlind Ontario Services was selected, for which we developed a new logo.
- Leveraging the organization’s peak fundraising period, the annual holiday campaign served as the launch for the new identity. BlueSky redesigned the organization’s annual Holiday Gift Guide incorporating the new brand so that it made a strong emotional connection with potential donors and stood out amongst the holiday clutter.
- A community-based media relations campaign with a holiday theme was also implemented to build awareness of deafblindness, launch DeafBlind Ontario Services and generate interest in the Holiday Gift Guide.
- BlueSky also worked with the client to announce and implement the brand throughout the organization which included the development of new marketing materials such as brochures, email tags, mailers, web banners and an overhaul of the website.
The result:
- With DeafBlind Ontario Services, BlueSky had the opportunity to apply a diverse range of skill sets for which we received an Ovation Award of Merit (2008) from our industry body, the International Association of Business Communicators.
- BlueSky’s integrated marketing and public relations approach resulted in feature stories in major daily newspapers, helping increase the Holiday Gift Guide’s fundraising revenues.
BlueSky’s creation of our new identity helped raise our awareness in the community and double fundraising revenue from our Holiday Gift Guide. As a not for profit – that makes a big difference.”
Roxanna Spruyt-Rocks, Executive Director of DeafBlind Ontario Services
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