About This Project

Project Description
Prompted in part by the need for a URL which is our name, in part by the need for comprehensive, professional marketing materials, English at Work embarks on a re-naming and comprehensive branding project.

Background
English at Work (E@W) does not own EnglishatWork.org, because it is taken, and uses AustinEnglish.org instead. Several stakeholders, including major funders, have suggested renaming the org to something that can also be our URL. Several users have commented on the difficulty of finding the site, reinforcing the need to own our URL/brandspace. We need a name for with an available URL.

English at Work just concluded it’s annual strategic planning sessions. One of the goals is to create consistent, modular marketing materials. In order to do this, we’re going to need not only a new name, but the entire brand identity and design that surround a name. So this search for a name/URL, given our strategic goals, becomes a comprehensive branding project, out of which will come a new name, site, set of marketing materials, media, training, and visibility campaign to follow.

Business Purpose
 English at Work has done well gathering passionate, committed people around a great idea:
sponsored workplace language classes. This Re-branding campaign aims to sharpen the goals that came out of our strategic planning session into a complete a set of communications messages and materials.

Project Scope
Brand Audit

  • Observe current materials and message
  • Gather stakeholder perception
  • Assess competitive landscape

Brand Dreams

  • Reach goal consensus
  • Reposition Identity
  • Create integrate marketing plan

Re-Branding

  • Choose new name, message, create new marketing materials
  • Training and visibility campaign
  • Interaction, adaptation, evolution

Out of scope activities that are critical to the success of the project

  • Board and Stakeholder availability, cooperation, feedback, engagement
  • Funding to produce new marketing materials

Project Goals and Objectives
Audit brand. Look at our current message to our constituents, how they perceive us, and what we/they think is our essential value.

Dream brand. The next step after our strategic planning sessions is to let our mission and vision statements create for us a refined identity.

Re-brand. New name. Focussed, consistent messaging across multi-channel marketing distribution strategy.

Critical Success Factor - Access to engaged stakeholders.

Conclusion
When this project is finished, this site will remain as the brand knowledge repository for internal training and messaging reference.