Syncing brand launch activities leads to great results

How do you ensure the most impact for a new brand launch -- and what does the feedback look like when you hit the nail on the head? Sara Heald, Development Director at Air Alliance Houston, talks about how they leveraged their new brand and have seen a huge impact as a result.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands, and our guest again today is Sara Heald, Development Director at Air Alliance Houston. Sara, I’m so glad you’re back on Brandonomics.

Sara: It’s great to be here, Robin. Thank you.

Robin: Excellent. Well, you launched a new brand for Air Alliance Houston last year, and I want to know, what did you do to really help launch and support the awareness of this?

Sara: You know, we were so excited to have the opportunity to launch a new brand that we really spent a lot of time strategizing the best way to maximize the impact. So we released all the new websites and social media templates on the same day; we came up with new PowerPoint templates and new flyers to hand out at community and advocacy events; and we also tried to implement our new branding into the programs that we had coming up. During the late winter, we always do an annual mailer, and we made sure that our new logo was the center point of our mail-out. We felt that was one of the most exciting things that we’d done this year. The cover of the mail-out was the new logo, the inside left side featured all of our new messaging, and on the right side, it was a personal letter from a staff member. We’ve seen a wonderful return so far.

Robin: So, when you launched this in the fall, that was really the first time many people had seen it. So what are you seeing as the result since then?

Sara: We’re getting such excellent feedback from our peers. Our mailing list is growing, we’re getting wonderful comments, and one of the greatest results that we’ve seen is a revitalization within our staff. It’s like getting a whole new wardrobe or a makeover: there’s an increased pride in the organization. Everybody’s really excited to be there and really impassioned about doing good work in the community for air quality.

Robin: Well wonderful, that sounds like so many great things are ahead for you!

Sara: Thank you a lot.

Robin: Well, thank you for sharing all that. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

 

Air Alliance Houston is a nonprofit organization that believes the quality of our air directly affects our quality of life. Through research, education and advocacy, the organization empowers Houstonians to take charge of their health and environment. It is committed to delivering clean air for a healthier future in Houston. https://airalliancehouston.org/