Choices Housing Association Brand Development
Choices Housing Association (a registered social landlord
delivering learning disability care across a number of service
options) had won a new contract for a local authority outside of
there local area to deliver floating support and domiciliary home
care to individuals with any kind of learning disability.
Identify and communicate quickly to the new audience and purse
string holders the new services available; Recruit both staff and
the individuals that would be in need of the new support services.
Raise the profile and recognition of the client.
Creative Avenue recommended that initiating a re-brand would
help Choices become recognized for there new specialist learning
disability service in both the new area and locally. Focusing on
service users first, there original brand and proposition would be
strengthened. Choices then could differentiate itself from the
competition and devise a platform for future communications based
around a visual themed look that stakeholders would buy and opt in
Creative Avenue created the proposition of 'Putting you in the
Picture' as a strap line supporting and reinforcing the new visual
imagery produced. Regional and local PR editorials were distributed
to the new contractual won areas over a period of six months to
raise awareness and engage with Choices stakeholders. Recruitment
adverts were placed and a stakeholder communication folder pack was
produced containing informative items.
New business was successfully being won and enquiries were
flooding in. 90% of the editorials wrote gained publicity coverage
in the targeted newspapers and journals. The new information pack
has visually strengthened Choices brand and has made the
'Lifestyles' new service become recognized. Lifestyles now has its
own unique brand logo designed by Creative Avenue and continues to
be successful in business.