Transform Tales: Meals on Wheels America
-
Upload
transform-magazine -
Category
Marketing
-
view
385 -
download
1
Transcript of Transform Tales: Meals on Wheels America
![Page 1: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/1.jpg)
REBRAND, 2015 Transform Conference
![Page 2: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/2.jpg)
TALES OF REBRANDING
FROM THOSE WHO LIVED TO TELL ABOUT IT…
2
![Page 3: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/3.jpg)
AGENDA
• What We Had Going for Us
• Challenges We Faced
• What We Did
• What’s Next
WHAT WE’LL COVER
3
![Page 4: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/4.jpg)
WHAT WE HAD GOING FOR US
• Amazing name awareness and favorability scores
Q1: HOW MANY OF YOU KNOW MEALS ON WHEELS?
4
![Page 5: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/5.jpg)
WHAT WE HAD GOING FOR US CONT.
• 5,000 soft voices across the country does not create enough volume to be heard
• We had a clean slate
SILENCE
5
![Page 6: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/6.jpg)
CHALLENGES WE FACED
Q2: DOES THIS DESCRIBE MEALS ON WHEELS? MEALS ON WHEELS IS A FOOD DELIVERY SERVICE
6
NAME AWARENESS
BRAND AWARENESS
![Page 7: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/7.jpg)
CHALLENGES WE FACED CONT.
THE REALITY
7
HUNGER ISOLATION SAFETY
NUTRITIOUS FRIENDLY SAFETY MEAL VISIT CHECK
![Page 8: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/8.jpg)
CHALLENGES WE FACED CONT.
8
• Research told us:
– People care less about senior hunger – more about senior independence
– We’re outdated; old-fashioned
– They never hear from us
![Page 9: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/9.jpg)
CHALLENGES WE FACED CONT.
• 5,000 Soft Voices
– Success would require a unified brand created from a tipping point of audience exposures
FRACTURED BRAND
10/30/15
9
![Page 10: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/10.jpg)
CHALLENGES WE FACED CONT.
10
![Page 11: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/11.jpg)
WHAT WE DID
• Built a team of specialists • Duffy & Partners
• Storybranding Group
• Edge Research
Saved up to 2/3 of costs of a
full-service agency
11
![Page 12: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/12.jpg)
WHAT WE DID
FOCUS FROM FOCUS TO
Frail, struggling seniors The power of the national movement
Seniors as dark and Seniors as amazing depressing/victims and inspiring
Of yesterday’s generation MOW is relevant today
• Moved attention from frail, struggling seniors to the power of the movement that supports them
SET OUT TO UPDATE, MODERNIZE AND SHIFT THREE KEY PERSPECTIVES
12
![Page 13: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/13.jpg)
WHAT WE DID
A national movement of everyday people coming together to do their own small
parts and, together, making great things happen
NEW BRAND PLATFORM
10/30/15
13
![Page 14: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/14.jpg)
WHAT WE DID
10/30/15
14
![Page 15: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/15.jpg)
WHAT WE LOOK LIKE NOW
15
![Page 16: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/16.jpg)
16
WHAT WE LOOK LIKE NOW
![Page 17: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/17.jpg)
WHAT WE DID
• Virtual Town Hall meetings
• Updated at key points: – Research debriefs
– Strategy presentation
– Brand reveals
• Created Brand Adoption Toolkit
• Provide significant staff support
BROUGHT OUR MEMBERS ALONG
17
![Page 18: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/18.jpg)
IT’S BUILDING
18
![Page 19: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/19.jpg)
UP NEXT
19
CHANGING THE PERCEPTION OF 350,000 WEBSITE VISITORS IS NOT ENOUGH
![Page 20: Transform Tales: Meals on Wheels America](https://reader034.fdocuments.in/reader034/viewer/2022042706/587c31bc1a28aba0118b6ad7/html5/thumbnails/20.jpg)
THANK YOU!!
20