Branding and Messaging – Next Chapter Communications

Strong branding reflects the essence of an organization and calls attention to its unique attributes. Effective messaging further defines the organization and answers the question, So what?

We customize our branding and messaging process for each client. Our iterative process includes understanding the present situation — particularly internal and external audiences’ perceptions of the client and its work — as well as the client’s goals for the future. From there, we develop branding and craft messages that reflect the client’s efforts, tap into their aspirations, and distinguish them in their field. As part of the work, we often facilitate internal conversations so everyone using the new materials is invested in — and comfortable with — the outcome.

Every Hour Counts

Every Hour Counts, formerly the Collaborative for Building After-School Systems, is a coalition of citywide organizations that increase access to quality after-school programs. We led the organization through a renaming and rebranding process that resulted in the name Every Hour Counts and the organization’s current tagline. We then crafted messages and trained coalition members to optimize their use of the new language. The partners wanted more support so we began providing one-on-one communications consulting to the partner organizations and developed a messaging toolkit. Most recently we provided group technical assistance to organizations that are new to the field.

BARR

BARR gives schools a comprehensive, intentional approach to meeting students’ academic, social, and emotional needs. The program works with a school’s existing structure and staffing. In addition to crafting a tagline and messages for BARR, we designed the organization’s logo and developed its website. The tagline — Same students. Same teachers. Better results. — reflects the impressive results the organization has in its participating schools.

Student Success Center Network

A Student Success Center is a statewide organization that supports community colleges’ efforts to increase student completion rates. Fourteen Student Success Centers are part of the national Student Success Center Network, which is managed by Jobs for the Future. We developed messaging and a variety of materials for both Centers and the Network, and we provided messaging guidance directly to Centers. We also developed a logo with variations for the Network and individual Centers.

ASA Research

We worked with this new research firm during its startup, creating its logo, tagline, and messages, including writing content for its website.

UnboundEd

UnboundEd supports K–12 teachers by providing free, high-quality, standards-aligned resources for the classroom as well as immersive training through its Institute. We developed an email marketing campaign for the Institute, and the Institute was sold out before the campaign’s run was complete.

My School DC

My School DC is the common application and common lottery for all Washington, DC, traditional schools and charter schools. We named and branded the new entity and managed all aspects of communications (strategy, messaging, a complex website, print collateral, advertising campaign, and media and social media outreach) in its first year.

Entertainment Services & Technology Association

ESTA is the trade association for theatrical lighting design and effects. We helped the association launch a foundation to support entertainment technicians who are hurt on the job, and we continue to help with fundraising efforts. We also helped ESTA establish an industry certification program, promote a process to create industry standards, and develop a campaign to address concerns about theatrical fog.