Birth to Five Policy Alliance, a nonprofit dedicated to improving state policies for young children, decided to change its name to The Alliance for Early Success to better highlight its mission. The change required an all-new look and redesigned website for a group that already had strong brand identity under its former name.
While CenterTable created a new corporate identity package, including designing a new logo, creating revised branding and developing a new website with an SEO strategy, GroundFloor Media (GFM) also developed an integrated PR plan to launch the new identity within a 12-week period, allowing the group to unveil the new name and look at a large industry event.
The CenterTable digital team began by simultaneously designing the logo and drafting the website wireframes and information architecture. The new website was designed to both optimize the content for search, as well as promote the refreshed brand image. Balancing the need to associate the new name with page content, CenterTable reviewed and optimized the website content, generating unique meta data, link anchor text, headers and image alt text for each page.
Meanwhile, GFM’s PR team developed a strategic communication outreach plan targeting Alliance stakeholders and traditional/digital media. Tactics included drafting an email from the executive director to key stakeholders, creating a press release announcing the new name and logo, and developing social media strategies and recommendations.
The redesigned website launched on time for the Alliance’s event. The press release was posted to Business Wire, was viewed 1,100 times within the first week and was posted on 364 news sites, including Yahoo!Finance, CBS Moneywatch, Boston Globe, MarketWatch, Miami Herald, San Jose Mercury News, UPI and a variety of television station sites.
Most importantly, the client said, “We LOVE the new website and think it is elegant, clean, and communicates what we are trying to communicate.”