Background:
NISH is a non-profit agency that creates employment opportunities for people who are blind or have other severe disabilities through a Federal procurement initiative called the JWOD Program. NISH was tasked by the Federal agency that oversees the JWOD Program to improve the overall marketing and communications effectiveness as a means to help grow employment opportunities.
Goal:
The primary goal is to create a powerful unified brand position and architecture for the JWOD Program and its constituent organizations (such as NISH). This brand will in turn drive a marketing communications effort to increase awareness, perception, and preference for the JWOD Program in order to grow the number of jobs created for the its workforce.
Solution:
Utilizing our proprietary Brand Synchronization process, BrandSync was able to uncover the brand essence of "Fulfillment" for the JWOD Program that was the thread that bound all of the internal organizations together. This singular value was the common purpose that its customers, including Federal procurement officials and Congress, considered most valuable. The brand identity of "Fulfillment" embodies both the notion of fulfilling the needs of its Federal customers as well as the potential of the workforce -- whose job opportunities are traditionally very limited.
Outcome:
Acting as lead "change agent," BrandSync led an effort that resulted in the adoption of a unified brand position and architecture for the JWOD Program and its constituent organizations: The Committee for Purchase (the Federal agency), NISH, and the National Industries for the Blind. The brand position of "Fulfillment" was the basis for the development of a collaborative marketing communications effort. For the first time in the 70 year history of the Program, all communication strategies and tactics were centralized to support the JWOD Program brand. This has led to significant increases in marketing effectiveness and improved employment opportunities for people with severe disabilities.
