Branding | Public relations | Strategic planning | Website development | Video
When our client acquired 63 for-profit skilled nursing facilities across the state of Texas they had a bold vision: to rebrand the entire portfolio into a non-profit dedicated to helping more seniors, families, and community members achieve true wellness. They asked D&A to lead the transformation.
When our client acquired 63 for-profit skilled nursing facilities across the state of Texas they had a bold vision: to rebrand the entire portfolio into a non-profit dedicated to helping more seniors, families, and community members achieve true wellness. They asked D&A to lead the transformation.
We started by developing and trademarking a new name—Wellsential Health—that reflected the new brand’s mission to be the non-profit skilled nursing partner that believes in making better health and wellness possible for all.
From there, our branding process included a logo and visual identity system; new corporate vision, mission, and values statements; a new search-engine-optimized website with dedicated landing pages for each facility; a brand rollout video for staff; a presentation to unveil the rebranding at the annual facility administrators conference; and public relations support to announce the rebrand to general public.
We also supported the client’s in-house marketing department by developing a comprehensive brand style guide that made it easy for them to replicate the new identity across all 63 brick-and-mortar facilities in record time.
“[The rebranding] was really successful! Spontaneous clapping at the reveal. Thanks so much!”
– Barb Clapp, CEO
Rebranding can cause major setbacks for any organization. Not so for Wellsential Health. Our carefully executed strategy ensured that the local facilities maintained their existing marketing momentum, while giving them a platform for explosive growth. From a digital marketing perspective alone, the Wellsential website already ranks for nearly 2000 keywords, with every individual facility landing page dominating the top listings for local search. More importantly, staff buy-in was immediate, with thousands of employees embracing and evangelizing the Wellsential Health non-profit promise.
“The Wellsential kickoff went extremely well! Everyone loved it. They really connected with the values. Thank you for all your work in this initiative with us!”
– Maria Darby, COO
Campaign of the Year: Runner-Up – American Marketing Association Baltimore
