Every day, the New Hampshire Department of Vocational Rehabilitation (NHVR) provides a range of services to help New Hampshire residents with disabilities prepare for and secure employment and financial and personal independence, while also helping state businesses meet their workforce needs with qualified workers. But, for a variety of reasons, many individuals and businesses in the state were not aware of NHVR’s services and/or how they can benefit from them. To address this gap, NHVR embarked on a state-wide strategic marketing initiative and turned to Concepts Communications to manage its organizational rebranding.
Every day, the New Hampshire Department of Vocational Rehabilitation (NHVR) provides a range of services to help New Hampshire residents with disabilities prepare for and secure employment and financial and personal independence, while also helping state businesses meet their workforce needs with qualified workers. But, for a variety of reasons, many individuals and businesses in the state were not aware of NHVR’s services and/or how they can benefit from them. To address this gap, NHVR embarked on a state-wide strategic marketing initiative and turned to Concepts Communications to manage its organizational rebranding.
As a first step, Concepts Communications conducted a series of intake meetings to gather input and insight from those familiar with NHVR from both an internal and external perspective. Discussions brought to light several common themes and key takeaways, which Concepts Communications distilled into a comprehensive marketing needs assessment and messaging document.
Among the strategies and tactics recommended by Concepts Communications were development of a new name and tagline, a new logo and visual brand, a revamp of the organization’s website, a social media strategy, a success story campaign and an integrated marketing effort that would leverage the rebranded content.
Based on key words and themes gathered during the intake process, Concepts Communications developed a list of tagline ideas and naming conventions. After the organization chose to adjust its name to “VR New Hampshire,” we then developed visual designs for four logo concepts and conducted online surveys to poll various staff and stakeholders on their favorite logos and taglines.
Once the new visual brand and tagline were settled, Concepts Communications performed a review of the organization’s existing website and prepared a document outlining business requirements for the new site, as well as a proposed site map/information architecture. This included a detailed plan for the updated site with a breakdown of the features and functionality of each proposed page. Concepts Communications later drafted web copy for each page, sourced imagery to use throughout the site and developed detailed programming instructions for VR New Hampshire’s web programmer.
Concepts Communications further designed and developed a suite of coordinating print materials featuring the new VR New Hampshire brand. These included a series of “We Are VR” fact sheets and rack cards segmented by program and service area.
All of these efforts positioned VR New Hampshire for its next phase of outreach and promotion, which will involve dissemination of its integrated marketing materials through various traditional and social media channels.
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