ESCAPING THE HOME: A Brand for the Future. Why & What. How Lessons Your Questions AGENDA. Kathleen Deakins President JayRay

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1 ESCAPING THE HOME: A Brand for the Future Christine Tremain VP of Marketing & Development Wesley Homes Ctremain@WesleyHomes.org Kathleen Deakins President JayRay Kdeakins@JayRay.com JUNE 20, 2018 Why & What AGENDA How Lessons Your Questions WESLEY JAYRAY 2

INTRODUCING WESLEY HOMES CIRCA 2017 Founded in 1944 Original community in Des Moines Opened community in Auburn in 2007 Values based network of services for older adults Breaking ground in Puyallup

2 INTRODUCING WESLEY HOMES CIRCA 2017 Founded in 1944 Original community in Des Moines Opened community in Auburn in 2007 Values based network of services for older adults Breaking ground in Puyallup Redeveloping Des Moines Home care, hospice, foundation WESLEY JAYRAY 3 MISSION Wesley Homes is a faith based organization providing retirement communities and a network of services for older adults. With love and joy, we are called to meet the physical, social and spiritual needs of those we serve. We affirm the worth of all those we serve and those who provide service. VISION Build a network of services providing a continuum of care for older adults. This network offers a comprehensive array of services so that residents, clients and their families receive the care they need in the place that they live without having to leave their community. WESLEY JAYRAY 4

3 WHY REBRAND? Wesley is growing, expanding and redeveloping Create greater differentiation and identity within an increasingly competitive marketplace Last rebranding in 2003 WESLEY JAYRAY 5 WHY REBRAND? Outdated, unsustainable brand architecture (different logo/color for every entity) WESLEY JAYRAY 6

4 Nonprofits that have rebranded raise more money and reach key audiences more effectively. Not sure Decreased 4% 7% Increases in revenue since rebranding Stayed about the same Too soon to tell 19% 21% Increased 50% Interviews with approximately 300 nonprofit executives in the U.S. Big Duck, Sept. 17, 2015 WESLEY JAYRAY Rebranding strengthens an organization s internal culture and capacity. 17% Yes, has increased Too soon to tell 20% 16% 23% 58% 44% 42% 33% Have more confidence in staff's ability to represent them well Find it easier to assess program and brand alignment Produce materials more efficiently Recruit better board members Big Duck, Sept. 17, 2015 WESLEY JAYRAY

5 SO, JUST WHAT IS A BRAND ANYWAY? MEANING + MESSAGES & VISUALS + MAKING IT TRUE WESLEY JAYRAY 9 SO, JUST WHAT IS A BRAND ANYWAY? BRAND = EXPERIENCE WESLEY JAYRAY 10

Authentic, Young, Free Low fares. Lots of flights.

6 BRAND MEANING THE 3Ps PERSONALITY POSITION PROMISE Our face, tone and human qualities What differentiates us from others What is always true WESLEY JAYRAY 11 BRAND MEANING EXAMPLES PERSONALITY POSITION PROMISE Casual, Authentic, Young, Free Low fares. Lots of flights. Lots of fun. Inspire everyone to feel beautiful WESLEY JAYRAY 12

7 WESLEY BRAND CRITERIA Simple, memorable Retain brand equity among community and stakeholders Contribute to brand meaning Convey type of organization Flexibility to span campuses, services, foundation Meet legal requirements WESLEY JAYRAY 13 THE WESLEY BRAND TEAM 2 Board Members 4 Executive Leaders 2 Residents 5 Staff Members 1 Industry Partner 2 JayRay Advisors WESLEY JAYRAY 14

8 BRANDING PROCESS JUNE 2017 JANUARY 2018 Discovery + Analysis Meaning Visuals Launch Goals, research conclusions, knowing more about your brand Expressing the brand through words and messaging (3 Ps), naming Expressing the brand through visuals such as logo, website and advertising Plan for rolling the brand out to employees, residents and the marketplace WESLEY JAYRAY 15 BRANDING PROCESS Discovery + Analysis Meaning Visuals Launch 5 Brand Team meetings 1 workshop (35 people) 2 Board meetings WESLEY JAYRAY 16

9 Discovery + Analysis Business strategies and plans Focus groups Competitive analysis WESLEY JAYRAY 17 Informal survey Meaning Workshop Brand Team exercises Name research WESLEY JAYRAY 18

10 QUESTION 1: IF AN ANIMAL What animal would it be and why? WESLEY JAYRAY 19 PERSONALITY EXERCISE IN BRAND WORKSHOP WESLEY JAYRAY 20

11 QUESTION 2: DIFFERENT, SIMILAR How is Wesley Homes different than other communities? How is Wesley Homes similar to other communities? WESLEY JAYRAY 21 CRITERIA FOR AN EFFECTIVE POSITION Distinct You can own it better than the competition It s what residents want True and aspirational (guiding) WESLEY JAYRAY 22

QUESTION 3: ALWAYS, NEVER What will always be true about Wesley Homes? What will never be true about Wesley Homes? WESLEY JAYRAY 23 ALWAYS DRAFTS FROM WORKSHOP Wesley Homes will always A.

12 QUESTION 3: ALWAYS, NEVER What will always be true about Wesley Homes? What will never be true about Wesley Homes? WESLEY JAYRAY 23 ALWAYS DRAFTS FROM WORKSHOP Wesley Homes will always A. Be a leader in providing greater opportunities and innovative programs to serve the needs of our residents, staff and community. B. Care for, be advocates for, and honor older adults C. Be a (faith-based) community where seniors are connected to others and receive compassionate care. WESLEY JAYRAY 24

13 WESLEY 3Ps PERSONALITY POSITION PROMISE Our human qualities What differentiates us What is always true Friendly Warm Genuine Values-driven Engaged Choice People over profits WESLEY JAYRAY 25 WESLEY BRAND VOICE BRAND ROLE Champion of Choice for Aging Well BRAND VOICE PRINCIPLES Offer me meaningful choices Paint a picture of options and alternatives and link them to what s important to me. Inspire my confidence Let me know you re on my side. Show me that you re thinking ahead, considering my needs and assuring stability and quality of people, programs and facilities. Put people over profits Lead with warmth and humanity, especially when talking business or sensitive topics. Respect my autonomy Honor my need and right to make choices and exercise control. Speak to me, not just to my family. Respect me by offering help that I may choose not to accept as I live my life my way. WESLEY JAYRAY 26

Our deposits are fully refundable so when life changes, so can you. Choose your living style from a spectrum of options.

Get well and stay well with a full range of at-home services without needing to move. Peace of mind: There is a place that offers everything. Here, people always come first.

14 WESLEY BRAND MESSAGING Live life your way. Maintenance-free living gives you the free time to enjoy life. Home cooking or chef-made, meals your way when and how you want them. Volunteer with your favorite organization, grow tomatoes, entertain your family and friends, or travel the world. You choose your next adventure. Our deposits are fully refundable so when life changes, so can you. Choose your living style from a spectrum of options. Select the right option for your lifestyle from independent homes to catered living with daily help or skilled nursing care. Wesley has all the options for aging well. Get well and stay well with a full range of at-home services without needing to move. Peace of mind: There is a place that offers everything. Here, people always come first. With open hearts and a smile, we live out our commitment to people over profits. It s our calling to meet your physical, social and spiritual needs as a member of our community. Our residents are engaged and at the center of all we do. Be at home with retired business owners, engineers, pastors, teachers and others enjoying life. WESLEY JAYRAY 27 BRAND ARCHITECTURE CONTINUUM HOUSE OF BRANDS ENDORSED SUPER BRAND BRANDED HOUSE WESLEY JAYRAY 28

15 BRANDED HOUSE RATIONALE Provides a strong unifying brand for all parts of Wesley Economies of scale in communications (such as Google ad buys, websites) Greater ability to achieve brand recognition across the Puget Sound Puts Wesley Homes on closer-to-equal footing with national competitors WESLEY JAYRAY 29 NAME CRITERIA Simple, memorable Contribute to brand meaning Retain brand equity among community and stakeholders Flexibility to span campuses, services, foundation Meet legal requirements for availability Avoid confusion with homebuilders WESLEY JAYRAY 30

16 NEW BRAND & DESCRIPTOR WESLEY JAYRAY 31 Logo Mark Visuals Design System (colors, fonts, shapes) Brand Style Guide WESLEY JAYRAY 32

17 LOGO CRITERIA Characteristics of a strong logo include: Relevant to target audience Not trendy Match the 3Ps Differentiates Logo criteria Technically, a good logo must work in use: Small and large Signage, digital and collateral Stacked/horizontal WESLEY JAYRAY 33 WESLEY JAYRAY 34

18 BRANDED HOUSE ARCHITECTURE WESLEY JAYRAY 35 WESLEY JAYRAY 36

19 DESIGN SYSTEM WESLEY JAYRAY 37 WESLEY JAYRAY

20 QUICK REFERENCE GUIDE BRAND COLORS URL WesleyChoice.org TAGLINE COMMUNITY. CHOICE. CONTINUING CARE. MISSION Wesley Homes is a faith based organization providing retirement communities and a network of services for older adults. With love and joy, we are called to meet the physical, social and spiritual needs of those we serve. We affirm the worth of all those we serve and those who provide service. FONT Avenir should be used as body copy. Arial should be used when Avenir isn t available. The logo font is custom and cannot be typed. It can be used in picture format only. VISION Build a network of services providing a continuum of care for older adults. This network offers a comprehensive array of services so that residents, clients and their families receive the care they need in the place that they live without having to leave their community. BRAND PLATFORM 1. Position: Choice 2. Promise: People over profits 3. Personality: Warm, friendly, genuine, values-driven, engaged WESLEY JAYRAY 39 Employee meetings Resident meetings Launch Broad involvement in launch planning Workgroups for each community and corporate/home health Participation across roles from culinary to HR, resident services to marketing WESLEY JAYRAY 40

21 Date Event Description 11/20/2017 Board Meeting Present New Brand 11/30/2017 Brand Team Meeting Planning for rollout 12/5/2017 Resident Council Meeting Share brand process and outcomes (except logo) 12/12/2017 BP Pioneer Luncheon Share brand process and outcomes (except logo) 12/14/2017 Brand Team Meeting (LH) Planning for rollout: present promotional items, review task list and responsibilities/dates, present video plan, talking points for meetings 12/14/2017 Town Meeting Share brand process and outcomes (except logo) 12/19/2017 Town Meeting at Des Moines Present Rebrand process and education 1/2/2018 Resident Council at Des Moines 1/4/2018 Brand Team Meeting 1/4/2018 ewesley Teaser - A New Day Is Coming week of 1/15/2018 Employee All Staff Meetings Introduce rebranding pre launch messaging 1/16/2018 Bradley Park Ambassador Meeting Sneak Peek of new brand 1/18/2018 Brand Team Meeting 1/22/2018 Video Unveiling Acknowledges history, shows what will always be true and unveils brand 1/22/2018 Special Edition of Wesleys Rebranding 1/22/2018 Foundation Board Meeting unveil new brand 1/23/2018 Des Moines Resident Reception Roll out new brand 1/23/2018 eblast & SM Rebranding Announcement 1/24/2018 Des Moines Employee BBQ Roll out new brand 1/25/2018 Lea Hill Resident Reception Roll out new brand 1/26/2018 Campus-wide Ice Cream Terrace Roll out new brand week of 1/22/2018 Bradley Park Pioneer Reception Roll out new brand week of 1/22/2018 Des Moines Employee Mtg Roll out new brand week of 1/22/2018 Lea Hill Employee Mtg Roll out new brand 42

22 WESLEY JAYRAY 43 Letterhead, business cards Website refresh, new URL Launch Temporary signage Vehicle wraps Collateral (newsletter, brochures, price sheets) Advertising WESLEY JAYRAY 44

23 WESLEY JAYRAY 45 WesleyChoice.org WESLEY JAYRAY 46

WESLEY JAYRAY 47 LESSONS Invest in discovery

24 WESLEY JAYRAY 47 LESSONS Invest in discovery research inside and outside Assure diverse perspectives on brand team Add more diversity in the workshop Distinguish between change in name and change in brand Be realistic about budgeting focus groups, time, temporary signage WESLEY JAYRAY 48

LESSONS Be intentional about your approach to the launch Decide whether to phase in or implement all at once Allow ample time Expect everyone to

25 LESSONS Be intentional about your approach to the launch Decide whether to phase in or implement all at once Allow ample time Expect everyone to want it all now Be ready with answers to questions, for opposition Resist the urge to do it all yourself WESLEY JAYRAY 49 YOUR QUESTIONS WESLEY JAYRAY 50

26 ESCAPING THE HOME: A Brand for the Future Christine Tremain VP of Marketing & Development Wesley Homes Ctremain@WesleyHomes.org Kathleen Deakins President JayRay Kdeakins@JayRay.com JUNE 20, 2018

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