The Situation
In 2019, Dr. Fayron Epps launched her program to address the lack of resources and awareness around dementia in African American and faith communities in the state of Georgia. Originally named Faith Village Connections—Dementia-Friendly Community Partner, the program’s initial outreach efforts yielded less-than-desirable results. Through our network in the healthcare space, Dr. Epps was introduced to Reckon Branding to help create a clear visual and verbal presence to ensure marketing efforts yielded an improved ROI.
Our Approach
Reckon Branding first conducted a Discovery Session with the Faith Village Connections leadership team. This strategic meeting was used to identify current successes, hurdles, key audiences, program goals, and perceived opportunities. Research and Discovery continued with interviews of key program partners, existing and potential Church partners, and caregivers who had participated in the program. These interviews, along with a brand audit and competitive audit, provided enough insight for Reckon to identify research-backed opportunities to present the brand more effectively.
Services
BRAND DEFINITION
BRAND STRATEGY
BRAND IDENTITY
NAMING
TAGLINE
WEBSITE DEVELOPMENT
VIDEO PRODUCTION
MARKETING COLLATERAL
DIRECT MAIL
SOCIAL CONTENT
AUDIENCE ENGAGEMENT
Solution
A brand refresh was crafted, inclusive of a new name, logo and tagline. ALTER Dementia was reintroduced to its community, along with an updated brand story, supporting website, and marketing collateral. As a result, ALTER secured 84 partnerships over the next 4 years, exceeding the initial goal of 24. This strategic pivot also helped them exceed their partner goals by over 300%, increasing program participants from 7,500 to more than 100,000. With a refreshed brand, ALTER has extended its reach beyond Georgia to many more African American communities of faith across 14 states.
“It’s never easy to have someone challenge your initial marketing ideas that you spent months coming up with, but I am so glad I accepted the challenge! Reckon Branding played a significant contributing role to the drastic growth of our program. Having a creative partner walk alongside us from discovery to delivery made a huge difference in how our program was received by the community. Reckon Branding is not a company we hired; they are our partners as we journey down this path to creating dementia-friendly congregations worldwide.”
