Rebranding to Create and Unveil the New Identity to the Public

In July 2009, the headquarter offices of The Wellness Community (TWC) and Gilda’s Club (GC) joined forces to likely become the largest professionally-led network of cancer support worldwide.  The group turned to Jones Public Affairs to help create and unveil the new identity to the public. JPA supported the new organization – the Cancer Support Community (CSC) – in revealing the new identity during a landmark Cancer Summit in Washington, D.C., including coordination of celebrity and legislative attendance and extensive local and national media outreach.  Efforts surrounding the brand launch yielded numerous interviews with CSC leadership and more than 62 million impressions.

Challenge

  • Each organization’s affiliates committed to their existing brand
  • JPA had six to develop and launch new brand that clearly articulates mission/purpose
    • Differentiates it from other leading cancer organizations
    • Speaks to the full-range of the cancer community

Insights

  • New brand has potential to become one of the top five cancer organizations
  • Majority of people do not understand the term “psychosocial support” or its important role in the cancer treatment continuum

Strategies

  • Through an inclusive process, develop an effective brand identity and pull through all materials, incorporating simplified and consumer-friendly nomenclature and highlighting expertise of partnership
  • Use the media to reach consumers, patients and professionals about resources

Success

  • Developed powerful brand identity reflective of newly partnered organization, including logo, tagline and messages
  • Launched brand to media and consumers at landmark cancer summit in Washington, D.C., generating more than 62 million impressions

Testimonial

Because of their knowledge of our field, Jones Public Affairs was able to successfully brand the new entity resulting from the joining of our two organizations.  Their strategic process and thoughtful counsel was instrumental to these efforts.
—Kim Thiboldeaux, President and CEO, Cancer Support Community