Date post: | 15-Jul-2015 |
Category: |
Government & Nonprofit |
Upload: | charitycomms |
View: | 179 times |
Download: | 1 times |
What’s in name? (Getting it right the first time)
Rebecca Gill
Director of Policy, Campaigns & Communications
A brief history of change
• 1855 – Young Women’s Christian Assoc’n
• 2000 - YWCA England & Wales
• 2009 – Board of Trustees agree need for rebrand
Rebrand #1: Process of Change
• Key drivers for change
• Funders
• Beneficiaries
• Finances
• Evidence to aide change
• Focus groups
• Polling
• Stakeholder interviews
Rebrand #1: Choosing the Name
1. Platform 51
2. Girls & Women at Heart
3. Forward for Women
4. Pineapple House
5. Big Red Door
Platform 51: Girls & Women at Heart
Rebrand #1: Factors for Making it Work
• Competitor Analysis
• SWOT Analysis
• PEST Analysis
• Look and feel of the brand
• Getting buy in across the organisation
• Building a stable and committed leadership team
Rebrand #2: Starting Again
• New Chair
• Polling & focus groups to identify needs of young women
• New CEO
• Tour of centres
Rebrand #2: Tough decisions & fundamental change
• Withdraw from face to face services
• Change our name
• Operate within our means
Rebrand #2: Effective Research
• Desk Research
• Competitor Analysis
• SWOT analysis
• PEST analysis
Rebrand #2: Making it Work
• Major advertising agency providing pro bono support
• Thorough testing of the names, logo, colours with beneficiaries
• Temporary ‘project’ team:
• Website Manager
• HR consultant
• Project manager
• Participation consultant
• Clear ‘buy-in’ across the organisation
• Strong external & internal support for the name
Young Women’s Trust: Impact
• Online & Telephone coaching service successfully supporting young women
• Active young women’s advisory panel engaged with the charity
• 12 month Inquiry into the lives of young women
• 3 published reports
• National and local media interest
• Partnership work in progress
• Several corporates engaged – funding and supporting
• Trusts and Foundations engaged
• Individual supporter programme in place
• Major donors on board
Top Tips
• Be honest from the beginning about why a rebrand• Appoint a project manager• Undertake thorough research including
• Competitor Analysis• SWOT & PEST Analysis
• Be up front about the risks and have a plan • Get a lawyer• Undertake proper due diligence• Be prepared for some media challenges e.g. social media• Don’t ask too much of the name or the logo• Be kind to yourselves and your team
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