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united methodist communities of njWINM announces that it has recently been awarded the contract to complete the digital rebranding of United Methodist Communities, a non-profit group of  New Jersey assisted living communities and senior housing communities across the state.

For 109 years, United Methodist Homes has been a leading provider of senior living and care with 10 locations across New Jersey serving thousands of adults.  Over that time the brand has grown and expanded its charter to reflect the needs of its communities, residents and families.  In a major rebranding activity the organization has changed its name to United Methodist Communities and adopted the tagline, “Abundant Life for Seniors”.

When it came time to select an agency to manage the digital rebranding activity, WINM participated in a competitive bid process and was selected to design the websites, implement and manage the transition strategy of the reinvigorated brand across 8 separate websites and scores of other digital properties.  “We selected WINM owing to the high quality of their design proposal and the results to date from their previous digital marketing initiatives for us” says Stephanie Coutros, Digital Marketing Strategies for the company. “We look forward to a continued relationship with the WINM team.”

The company’s larger statewide brand presence will be reflected in a series of web properties which represent the individual communities, the corporate entity, and the UMC Foundation which is the charitable donation arm of the brand. New to the brand is also UMC HomeWorks, a new service dedicated to supporting seniors in their homes around the communities.  The revised individual community names retain their heritage, but align with the parent organization;

 

WINM’s Rebranding Strategy for United Methodist Communities

Any kind of rebranding activity is a complex affair, especially one involving such an established brand with multiple locations all with individual digital assets. The WINM approach to rebranding is comprehensive and includes the following major elements:

  1. Design of a cohesive the look of the brand across its web properties.
  2. Increase the type and variety of conversion tactics used, and improve the use of video and enhanced photography.
  3. Minimize the impact of NAP changes on local search prominence through careful review of hundreds of existing brand syndications.
  4. Create a large mass of blogs and other content to quickly and consistently increase the presence of the new brand using sites like BloggerWeeblyWordPress, and Tumblr.
  5. Determine a careful redirect strategy that preserves most of the domain authority achieved through the old domain SEO programs.
  6. Prepare a rebranding strategy for primary and secondary social media channels with new graphics and copy where appropriate
  7. Implement more advanced analytics for goal and event tracking of new elements like video views, loyalty, demographics, as well as conversion analysis
  8. Monitor results, make changes, repeat.

 

The WINM approach is characterized by careful attention to detail and proactive engagement with the client and staff to create a real team oriented rebranding activity.

 

Call WINM for a Digital Branding Overview

No one has more experience in creating a digital brand than WINM.  If you are contemplating a rebrand of your company or franchised business, you owe it to yourself to call us today.