Develop a rebranding strategy, modernise the brand and enhance the value of being a member
Background
The New Zealand Firefighters Welfare Society (NZFFWS) is an independent member-based organisation dedicated to supporting the safety, health and wellbeing of firefighters and their families.
The NZ Firefighters Welfare Society had not changed its look since it was established in 1987 and wanted to appeal to a modern audience.
A Snapshot of the Old Branding
Marketing Services Provided
1. Client Survey and Brand Audit
”The stakeholder research that Synthesis undertook covered our nationwide membership and wider audience. It provided us with clarity on our current position and helped to guide our future priorities.
Bill SwanChair, NZ Firefighters Welfare Society
Synthesis Marketing was engaged to develop a rebranding strategy and implement a new marketing approach for the Society based on the findings of a customer survey we prepared, following discussions with NZFFWS.
We conducted a nationwide stakeholder survey across the Society’s entire database, preparing different questions for “members”, “ex-members” and “non-members” to gauge views on membership.
As a result of the survey findings, the Society was able to put in place a plan to better meet the needs of its members and grow its appeal to a wider audience. A large part of this work was to develop a rebranding strategy for the organisation. Step one was modernising the logo.
2. Logo Redesign
The existing logo had represented the Society since 1987 and had deep roots which needed to be respected in creating a new design.
Existing logo
New logo
To stay true to the story behind the Society’s poignant history and keep a link to the past, we offered a number of ideas.
Some of the options presented to the Board of Directors included modernised versions of the flames from the original logo. One of these options was chosen as the final logo.
Later, the Society’s four key offerings (Healthcare99, Welfare Support, Member Discounts and Holiday Homes) were factored into the rebrand, with a similar look to the Society’s new logo.
The four key offerings could now stand alone, independent of each other, but still clearly related to the main brand.
3. Website Redevelopment
The Society’s website had stayed the same since the 1980s, except for updates to the content. It needed work.
As the original website contained over 70 pages, we began with a wireframe. With direction from the client, we agreed the new website navigation and hierarchy and which pages would be on the new website.
We then went through the list of current pages with the client to identify which pages were to be kept and updated, which new pages needed creating and which pages were no longer wanted. We set to work on the website development and design, completing the project behind the scenes and switched over the website when the client signed off the new one.
You can see the website at firefighters.org.nz.
4. Photo Shoot
To help the Society build a stock library of up to date images, while we were building the new website, we planned and managed a professional photo shoot, which produced over 50 fresh images.
The photos gained from this single photo shoot have been used extensively to keep the Society on brand: across the new website, promotional pamphlets and posters, a membership slideshow, new pull-up banners, social media, blogs, articles and more. We have also designed and produced all these media for them.
Below are some of the photos from the shoot.
To help the Society build a stock library of up to date images, while we were building the new website, we planned and managed a professional photo shoot, which produced over 50 fresh images.
The photos gained from this single photo shoot have been used extensively to keep the Society on brand: across the new website, promotional pamphlets and posters, a membership slideshow, new pull-up banners, social media, blogs, articles and more. (We have also designed and produced all these media for them.) Below are some of the photos from the shoot.
5. Monthly Marketing Management
We have continued to be the outsourced marketing agency for NZ Firefighters Welfare Society, who appreciate having a team to rely on to manage their ongoing digital and print marketing needs.
The collective experience of our team provides ongoing support regularly in the following areas:
- Website maintenance and management, including updating website content
- Social media management (Facebook and Instagram)
- Graphic design for digital and print media
- Electronic direct marketing
- Support with strategic marketing
About NZ Firefighters Welfare Society
The Society was set up in the 1980s by firefighters to help firefighters and their families in times of difficulty and continues to stand by this ethos.
A New Zealand wide independent Board of Directors governs the Society, backed by a Wellington-based team who work hard to support and assist its members.
Membership of the Society includes access to retail deals and specials, New Zealand holiday homes, injury and hospital assistance, plus a range of financial support options. Members can also choose to join Healthcare99 for additional medical support.
Why Choose Synthesis Marketing?
As a membership organisation it was important for the NZ Firefighters Welfare Society to consider what was important to its members. Our approach was based on generating a deep understanding of the reasons firefighters joined this organisation and what matters most to them. The rebranding strategy and marketing activities were developed to support a high level of engagement with current and potential members.
