ORP, an organization dedicated to providing diverse programs and services for disabled children, adolescents and adults, was challenged with high 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, and educational and behavioral services.
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.
The new brand and marketing plan, with its supporting careers website and employee engagement mobile application 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.