To better understand current brand perception, &Barr’s Account Service Team employed an array of strategic research, including staff and community focus groups, in-depth interviews with donors, board members and sponsors, two online studies with current and prospective audience members and a competitive analysis. Using these findings, &Barr not only pitched an exhaustive list of new name and tagline options but also developed the new brand’s personality, tone and voice, key messaging and value proposition. After careful deliberation, WMFE narrowed in on their new identity, Central Florida Public Media. A name that speaks directly to their purpose and the community they serve. Following the name selection, &Barr began crafting its visual voice, which consisted of a new logo, mark and color palette.
When the client was ready to unveil its transformed brand, the new identity was launched across Central Florida Public Media channels and in local media via print ads in local publications and on Meta. &Barr’s Public Relations team developed key messages and talking points for all stakeholders to use with the consistent and concise language needed to speak to the rebrand. These talking points were cascaded out through their Board, internal audiences and then to media and the public. Being a media outlet, we realized it would be essential for the organization to convey its own narrative. With this in mind, the team strategically sourced awards and speaking opportunities to support the rebrand, which included the brand’s GM discussing the critical need for local journalism and how the rebrand supports the necessity.