Revitalize the brand of AWO – Upper Bavaria with a fresh new look for the child and adolescent sectors (day nurseries, play schools, family centers) and develop a more targeted brand and communications strategy to raise AWO’s brand recognition, acceptance, and visibility among the target audience.
AWO – Upper Bavaria became a pro bono customer in August 2008. In December 2008, AWO approached us with a complex task: Creating a “younger,“ more modern brand image for AWO’s activities in the child and adolescent segments.
At the same time, AWO started broadening their activities in these segments, based on their expansion of childcare offerings. Communication materials created in line with AWO’s new brand positioning supported AWO’s high-level efforts, e.g. negotiations with external business partners (municipalities, parents, etc.), and internal communications. Keeping in mind all these factors and communication channels, we had to present the AWO BV OBB brand in the child and youth care segments accordingly.
RESULTS AND ROI
The new strategy was implemented in a wide range of internal and external communication materials for AWO – Upper Bavaria.
The Framework Concept for Children’s Day Care Facilities image brochure was officially introduced at an expert symposium on AWO’s children’s day care facilities April 2009. It was embraced with great enthusiasm by the staff.
The new image brochure helped AWO win new sponsorship contracts.
We created an AWO mailing campaign for World Children’s Day in September, which AWO used to present itself to communities in Upper Bavaria. While conceptualizing the new brand strategy, we conducted additional interviews and workshops with AWO’s upper management and employees in youth services. These interviews represented the new strategy’s starting point and were supplemented by extensive analysis of target demographics and AWO’s competition in this segment.
The first public implementation of the “new look” for AWO – Upper Bavaria’s youth offering came with the release of the revamped brochure Framework Concept for Children’s Day Care Facilities. This image brochure was reworked editorially as well as graphically to match the new brand strategy. BRAINS & HEARTS then created a mailing to accompany AWO’s new brochure, used to apply for sponsorship of facilities across Upper Bavaria.
Targeted marketing and communications materials and dialog marketing measures
“We are getting positive feedback from our employees, as well as the communities for which we enter a sponsorship obligation, and also the parents of the children and adolescents we provide care for,” said Wolfgang Schindele, a director at AWO, Bezirksverband Oberbayern e.V. “Planning for new projects is underway, and we are looking forward to continue working with BRAINS & HEARTS.”
Project: AWO Rebranding
Industry: Civic & Social Organization
Expertise: Brand Development, Web Development, Storytelling