Marketing Excellence Awards: Brand Refresh Launch Event
Westwood Professional Services
(Eden Prairie, MN), a 350-person professional services firm, is the second place winner in the Special Event category of Zweig Group’s 2015 Marketing Excellence Awards for its Brand Refresh Launch event.
Westwood refreshed its brand in 2014, with a simple and sincere promise to clients – with better people Westwood can deliver better results. The Brand Refresh Launch event was unique with its integration of the “better” idea throughout the campaign to help instill the message.
With the Brand Refresh Launch event, the Westwood team hoped to generate buy-in and excitement for the new brand, and get the brand in front of as many employees and clients as possible to ensure awareness and a quick transition.
In the weeks leading up to the Dec. 18 launch, catchy teaser posters were hung around each office and email blasts were sent out. Posters emphasized the word “better” and emails encouraged people to find out what was new and “better” at Westwood. Wall decals were created that showcased office-selected “better” promises, along with the company value statement – “Better people. Better results.”
On launch day, a final email teaser was sent to staff, inviting them to celebrate the unveiling of the fresh brand. Highlights of the new brand were covered in the unveiling. The celebration ended with a branded cake, and on their way back to their desks employees picked up their new business cards and a gift containing items branded with the fresh look.
Westwood accomplished their goals because of their creative and persistent use of the “better” theme. This methodical and deliberate communication effort set the stage for a clear transition to a fresh look and message. Results were measured through immediate and ongoing employee feedback, client feedback, email marketing results, and online analytics of web, PR, and social engagement.
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About Zweig Group
Zweig Group, three times on the Inc. 500/5000 list, is the industry leader and premiere authority in AEC firm management and marketing, the go-to source for data and research, and the leading provider of customized learning and training. Zweig Group exists to help AEC firms succeed in a complicated and challenging marketplace through services that include: Mergers & Acquisitions, Strategic Planning, Valuation, Executive Search, Board of Director Services, Ownership Transition, Marketing & Branding, and Business Development Training. The firm has offices in Dallas and Fayetteville, Arkansas.