HR SOURCE
A human touch.
CHALLENGE
What does it take for a 100-year-old organization to connect with a younger target audience? The Management Association, a member-based HR consulting resource for small- to mid-size businesses, asked us that question as part of their quest to grow membership and participation.
SOLUTION
Our discovery revealed that the association’s core strength was in the one-on-one real-person connections and dependable expertise they provided. We first grounded them with a three- word simple truth that gave them a filter for all their decision-making. A new name, logo and brand transformed them into a contemporary organization with something meaningful to offer.
RESULTS
Organizationally, they are already seeing the value of investment (VOI) in their brand that they were hoping for: it has given HR Source’s people a unified story and standard to drive and measure performance against. User and new user web traffic more than doubled:
— 104.3% existing user traffic
— 105.6% new user traffic
Changing the name of The Management Association to HR Source better conveys who the organization serves and the value they add. With a direct, simple name, HR Source becomes the source for all things HR-related.
We showed how the new name, combined with new brand personality and creative elements, work together to tell their story in a way that’s energetic and inviting. A launch mailer and video introduced the new brand to current members.
“I can tell you the impact it’s already had, which is huge… We’ve never had one simple truth that’s so specific to who we are and what we’re here to be. I love it because it’s so easy for our team to get, and to measure themselves by."
— Mary Lynn Fayoumi, President & CEO, HR Source | Read her full Leaders On Brand interview