Crossroads Hospice had offices located in six states, all acting independently. There was a great need to identify the brand’s uniqueness and unify the organization.
Brand Insight Assessment
Company-wide survey assessed gaps in management and employee perceptions of the brand’s ability to differentiate, communicate internally, and compete externally. The outcome was used to prioritize tactics and allocate resources to close the gaps.
Discovery session with CEO and senior leadership resulted in clear differentiation from any competitor in the hospice industry.
Developed a brand strategy that perfectly captured Crossroads’ dominant characteristic – being overachievers and innovators. Tagline: Expect more from us. We do.
Tag developed a look and narrative for the brand that dramatically cut through the clutter of the industry. We created high visibility for the brand by outfitting the clinical staff in custom-colored scrubs with bold graphics. All other staff members wear branded shirts, scarfs and neck ties.
Tag created an exciting CEO roadshow for the employee kick-off. Roadshow kits contained giveaways, brand handbooks, posters, and a sampling of the new marketing materials. An incentive program was introduced to keep employees engaged with the brand. The external launch created buzz about the new brand with direct mail, open house events and an integrated brand awareness campaign using traditional and digital tactics.
Most recognized hospice brand among
2nd largest social media community in the industry
Created a culture of “green” that inspires greatness
Annual revenue increased from $30M to $160M
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