The Challenge: Reboot Nonprofit Brighton Marine’s Brand, Website and Media Relations to Help Reach More Veterans in Need
For more than a generation, Brighton Marine was a silent and trusted partner of the veteran community, helping those who served our country with health care, counseling, and connections to services and workshops that make life easier for veterans and their families.
Besides neighbors, partners, and long-term clients, not many people were aware of Brighton Marine and its important work with veterans. For years, the nonprofit focused on patient care but forgot to take care of itself – things like contemporizing the brand, updating the website, expanding visibility and telling its story to the community. Brighton Marine realized this lack of brand identity was ultimately impacting the number of veterans who were aware of the services it provided. So, it retained Schneider Associates (SA) to develop a nonprofit branding and media relations campaign.
The Approach: Contemporize the Brand and Website with a Forward-Looking Design and Create Targeted and Newsworthy Pitches for Media
SA helped Brighton Marine conduct an internal audit and asked constituents and key principals questions like: What did they think of Brighton Marine and the services it provides? For what services is the organization best known? What is the organization’s reputation? What are the key challenges prohibiting growth? What are the key opportunities? What are the positive and negative perceptions of the organization? These questions helped refine how we described Brighton Marine, its work and constituencies served.
Once these questions were answered, SA brought the brand to life through an iterative and creative process. First, we developed a stunning new visual identity, brand standards, usage guidelines and a strategy for putting these materials into action—the first comprehensive marketing plan in Brighton Marine’s 30-year history. We created a mission appropriate brand with a tagline that spoke not only to the organization’s mission, but also to its future—Veteran Network Community.
Once the visual identity was designed, we created and launched the organization’s first-ever, professional website. Designed to be scalable, flexible, and mobile-friendly, the site would become a critical access point for veterans to easily find services and resources, while, at the same time, allowing Brighton Marine to tell its story.
On a parallel path, SA generated more visibility for the organization. We created story lines that were newsworthy, pitching them to theBoston Globe, WBZ Radio and more. Once media coverage was secured, we pushed those news stories to online internal and external channels including Facebook, Twitter, Instagram and LinkedIn. As part of this media effort, we also developed a series of video assets that we promoted across channels.
The Results: Brighton Marine’s New Branding, Website and Media Coverage Provide a Solid Platform for Continuing Its Mission
Brighton Marine’s goal of becoming a veteran network community is more attainable now that the organization has a refined mission, name, brand, assets, and visibility. As Brighton Marine ramped up its involvement in and sponsorship of veterans-related activities, like the Thank-a-Veteran program and the first-ever Veterans Town Hall in Boston, having these new resources to share with the community and influencers built trust and exposure. The media coverage secured by SA in outlets inlcuding the Boston Globe, WBZ Radio, Baker and Tradesman spread awareness of Brighton Marine and its mission. Thanks to this effective branding and media relations campaign, today this nonprofit has a viable platform that allows it to provide veterans with the help so many desperately need. In the end, the Brighton Marine reboot supported the battlefield creed now being used at home – leave no soldier behind.