A nationally recognized post-acute care organization had recently undergone a rebrand. But it faced a challenge: balancing its national identity with a strong local recognition at its facilities. While stakeholders knew the organization by its previous name, leadership needed a strategy to maintain brand consistency while preserving the trust and familiarity of local facility brands.

Additionally, the organization was preparing for a potential public offering, requiring a structured approach to brand architecture and messaging to support investor relations and market positioning.

Jarrard was engaged to develop a national brand architecture that aligned the overarching brand with its facilities, ensuring consistency without losing local trust. The strategy also positioned the organization for long-term growth and support during a public offering.

• Assisted in preparation for public offering by interviewing partner firms on an ad hoc basis; supported IPO communications strategy through the brand architecture we created; helped execute the IPO strategy up to and beyond the public offering
• Optimized digital presence by refining their website content and structure to improve user experience and SEO visibility
• Designed a thought leadership and media strategy to position the organization as an industry leader, securing media engagement and LinkedIn visibility
• Created a communications toolkit to equip leaders with messaging for internal and external stakeholders, supporting the rollout of the new brand strategy
• Established a reporting framework for ongoing brand performance, engagement and digital impact