Develop a cohesive brand platform for IPRO, a leading healthcare quality assurance organization, to better articulate capabilities and drive business
Solution
Conducted a brand analysis by examining IPRO’s myriad of sales, marketing and media-related communications
Interviewed management from across divisions to determine business strengths and areas of growth
Performed extensive competitive research; isolated best practices in communicating with various customer groups
Identified key themes that resonated across all IPRO’s business lines and analyzed them in the context of market issues and growth opportunities
Worked in conjunction with Langton Cherubino Group to translate messaging into graphic design including a new logo, website, and overall corporate identity program
Developed the tagline “Improving Healthcare for the Common Good”
Articulated a market positioning / value proposition to communicate the benefits IPRO provides to clients, customers and the public-at-large
Crafted a formal descriptor (“boilerplate”) as well as an elevator speech to colloquially describe IPRO
Provided recommendations on a new branding and corporate structure to more effectively embrace IPRO’s not-for-profit and for-profit business lines in fostering greater cohesion and cross-selling opportunities
