We actually landed on about three or four names that could possibly work. But with Core’s support came the, ‘Here's the idea. Here's why it works’ rationale. A name change can sound fun and exciting and exhilarating, [but] if you're going to do it well, you need to start with why.
Strengthening a brand from the inside out
How developing a strategic framework for MyPath transformed the organization’s brand and identity to serve recruitment and retention.
The need to attract and retain employees
ORP, an organization dedicated to providing diverse programs and services for children and adults with intellectual and developmental disabilities, was challenged with significant employee turnover. The organization — made up of nine different companies and a workforce of nearly 2,500 — recognized the need to better attract and retain employees who would be ready to build a career in caregiving, education or behavioral services.
Setting the foundation for a new brand identity
We began by agreeing upon a plan for our comprehensive 5D Brand Process. Working together, we conducted primary research, including workshops and interviews with executive leadership, employees, company leaders and key stakeholders. Supplemental secondary research included audits and assessments of marketing materials, internal survey data and relevant industry studies.
We then developed a Brand Compass – a guide for the organization’s strategic direction that included a new Brand Mantra: Part of something bigger. This became the new rallying cry by which we could establish consistency for internal and external communications. And set the foundation for a new brand identity – MyPath.
Improved recruitment and retention
The new brand and marketing plan, with its supporting careers website and social media campaign were brought to market in September 2019.
Though formal campaign data and success metrics are still forthcoming, our teams have established detailed analytics and reporting to track employee recruitment and retention, straight down to the source, MyPath company location and even the employee.
Setting a plan
We needed target audiences to better understand the opportunities to develop a long and rewarding career at MyPath, no matter their phase of life. We also wanted those in the target audience to believe that if they have a passion for caring for people, this organization has a place for them — and gives them the chance to be part of something bigger. We had to do that while simplifying a complex brand architecture.
- Recommend a name change for ORP as a parent company
- Recommend a brand architecture strategy, covering all elements of brand architecture
- Develop a design identity for the organization and its associated companies
- Develop a content strategy and key messaging
- Establish an employment marketing strategy, while aiding employee engagement with the brand
Creative and activation
In the months following development of our plan, Core set to work strategically concepting solutions for each key deliverable, adhering closely to the “Part of something bigger” brand mantra.
With the existing company name holding virtually no brand equity, it was time to enhance the identity with a new name to better reflect and fully encompass the nine companies. Naming became a highly collaborative process. Workshops and brainstorming sessions were held with key stakeholders to ensure the chosen name made sense strategically and functionally. After establishing a set of guiding principles for the name and several rounds of ideation, we landed on MyPath: a name that is flexible, memorable and meaningful while speaking to both employees and the individuals to whom they provide critical services. MyPath conveys the foundational sentiment that this is a place for personal and professional growth.
Core recommended that MyPath would benefit most strongly from an “endorsed brand” structure. MyPath Companies would take center stage, protecting their existing equity while establishing MyPath as the parent company to suggest that each unit is, indeed, part of something bigger.
With the new name and brand architecture settled, Core established a look and feel for the MyPath brand, developing a logo and comprehensive brand standards for its application and extension across the company’s many business units.
The MyPath logo was designed to be approachable, inviting and hopeful. It represents the warmth of the people who make up MyPath and hope for the people the organization serves. Its three key components (a human element, a path and a leaf) reflect the mission-driven staff, growth and the journey MyPath provides for its staff and the individuals they care for every day.
Next, we addressed new employee recruitment and current employee engagement.
To reach new candidates within our audience segments, we diligently mapped out the candidate decision-making journey to drive traffic to our brand new MyPath careers website. Careers.mypathcompanies.com is now the centralized location to apply at any MyPath Company, creating a more consistent brand experience.
We began by inverting the traditional decision funnel to prioritize a connection to MyPath's "why." We enhanced employee engagement from the beginning of the recruitment process with a comprehensive plan for social media storytelling and an emotional video that would greet visitors to the careers website. That focus continued through onboarding and employee communications. Because fewer than 50% of employees have a company email address, we recommended a mobile application to engage employees. It would facilitate consistent internal communication, rewards and recognition programming and performance reviews. MyPath could now better promote growth opportunities for existing employees, and strengthen bonds with the brand and its mission.
We built a system that empowered MyPath to speak to the emotional fulfillment people seek from a career as an educator or caregiver, improving recruitment and retention as a part of the same experience.
I am very proud of the resulting employment website. It's professional; not siloed or cut up in different ways. This is awesome.