Client

VNA (formerly the Visiting Nurses Association of Western Pennsylvania) is a nonprofit, community-based home care agency. Its mission is to “optimize health and independence” in an effort to keep its customers healthy and living independently at home.

Challenge

Walker PR worked with the leadership team at VNA to develop brand strategies that would better position the VNA for greater business success and sustainability. This included creating a new brand identity, systems and processes to help VNA better serve its clientele, attract new clients and run more efficiently.

The first challenge in the rebranding effort was to introduce the new brand and tagline to the employees. VNA also needed to gain staff confidence, explain the need for organizational change and reassure them that the changes would improve the way VNA operated. VNA also wanted employees to feel invested in the new brand, proud of their efforts and motivated to participate in the new programs being created.

Solution

Walker realized that the best way to excite and inspire the VNA employees at the internal kickoff meeting was through a dynamic multimedia presentation. The presentation included music, a slideshow of employee photos and a professionally narrated script. Special effects and motion graphics were synced with the narration to build excitement and enthusiasm and reveal the new VNA logo and tagline.

Results

By using a multimedia presentation, Walker was able to immerse the employees into the new VNA brand while gaining their confidence and support of new branding initiatives. The reveal created excitement and pride, and directly reflected the energetic and compelling new VNA brand.