Our challenge was to position SJA as an industry leader. There was some brand awareness, but overall the audience was confused and unclear of the value they provide.
However, as a 900-year-old organization, the brand name wasn’t going to change. We had to layer the messaging about their core offerings over the already established name. We were tasked to transform the brand and create assets to be used for all marketing in BC and Yukon.
As a charity with limited resources, SJA competes against the for-profit corporation, Red Cross. Red Cross has international brand awareness and marketing reach while communicating an “in-your-community” message well.
SJA’s goal was to build upon their brand awareness as the leader (in courses provided and individuals trained) in safety education and tools for work, home and play, while emphasising their position as Canada’s oldest charity. They wanted to grow revenue and donations and create materials that could be used for multiple purposes (recruiting, soliciting donations, media outreach). We aimed to deliver clarity on value proposition and impact through relatable and memorable messaging.
To position SJA against the Red Cross, we focused on promoting:
- History & Legacy
- Safety Education & Tools in a relevant way
- Charity – emphasizing impact & the contributions made from revenue
- Real ‘in-the-community’ visuals – both current and historic
Working with their internal marketing director, we focused on SJA’s key differentiators and packaged them into clear statements. We balanced sales-focused & community-building messages by promoting the range and quality of training & product options, SJA’s volunteer teams, and community care.
“SET™” is an acronym that encompasses Safety Education & Tools. The logo leverages SJA’s existing brand equity, respects the legacy, while more clearly specifying what they offer. Making the brand a call to action, SET creates a sense of urgency for customers to consider safety and conveys SJA’s impact.
“SET™” is an acronym that encompasses Safety Education & Tools. The logo leverages SJA’s existing brand equity, respects the legacy, while more clearly specifying what they offer. Making the brand a call to action, SET creates a sense of urgency for customers to consider safety and conveys SJA’s impact.