CJR
Clearly STRATEGIC
CJR realized its external expression no longer adequately represented the century-old organization and how it has evolved over time.
CJR selected Co-Communications to refresh and modernize its brand, and drive an integrated marketing communications program to better reflect who the organization is today, building relationships with its existing audience and expanding reach to new audiences.
Clearly CREATIVE
- Co-Communications held focus groups with key stakeholders across the organization (including staff, Board, partners, parents, and families), collected data via an online survey, and engaged a research firm to collect external feedback. All of this data contributed to a research-informed decision-making process.
- In 2023, CJR rebranded, adopting a new name, logo, and tagline to reflect how it serves the needs of today’s families. Co-Communications created CJR’s new tagline “Nurturing Change. Creating Possibilities.,” mission statement, and logo, – a dragonfly, long recognized as a symbol of happiness, new beginnings, and change, to demonstrate how CJR provides individuals and families with opportunities for transformation.
- Along with announcing its new visual identity and external expression, Co-Communications built and deployed a new, modern, and user-friendly website providing visitors with easy access to CJR services, and ways to support its mission. We evaluated new technologies to make the event registration, sponsorship and donation processes simple and seamless.
- Co-Communications developed a robust social strategy focused on Facebook, Instagram, and LinkedIn. Social content is designed to capture “life at CJR” with the goal of quantifying impact, supporting recruitment and retention, and promoting ways to support CJR, bringing greater awareness of CJR as a nonprofit.
Clear RESULTS
- Held brand launch events in: Litchfield; Waterbury; Torrington; Danbury; and New Britain to celebrate the new brand and promote consistency across stakeholder groups.
- Grew CJR’s social communities; in six months, Facebook reach grew +1K%; visits grew +250%; likes grew +400% and new followers grew +440%.
- Coordinated traditional and digital ad campaigns, including a feature placement in Litchfield Magazine; an outlet geared towards their target audience.
- Asset collection and collateral redesign of all existing materials across the organization, from signage to business cards to brochures to reflect new brand.
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