What’s in a Name?
Report on the Evolution of LaHave Manor
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Table of Contents
1. Process ...............................................
2. Findings .............................................
3. Solution .............................................
3 - 4
5 - 16
17 - 23
What’s in a Name - The Evolution of “LaHave Manor.”
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Process
What’s in a Name - The Evolution of “LaHave Manor.”
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Process:
An initial meeting with the PAC committee of LaHave Manor was hosted.
In this meeting we clarified the project scope and discovered the history
surrounding the pursuit of rebranding of the organization.
The consultant performed a province wide study including a competitive
analysis. Then, explored the organizational strategic plan, and established
some options for the positioning strategy based on learnings.
Following that a package was designed to guide and measure the work of
the PAC committee as it conducted its renaming efforts.
Then, a meeting was struck and the designed package and process was
facilitated by the consultant. A name was struck, tag line developed and
brand mark/strategy designed.
Finally, a report was presented to the PAC for the BOD which includes
three options for the brand mark image.
What’s in a Name - The Evolution of “LaHave Manor.”
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Findings
What’s in a Name - The Evolution of “LaHave Manor.”
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Findings:
The following pages represent the findings of the consultant and PAC as
realized through several modes including:
Custom Survey: A custom survey was prepared and presented to staff,
family, and suppliers. This included an online and paper version. The
objective was to inform how our partners “defined the work of LHM as it
pertains to renaming.”
Client Survey: An educational engagement tool was implemented with
participants of all LHM programs. Each person was invited to draw a
picture of what LHM meant to them, and support workers then wrote
down what the resident verbalized about their picture.
Consultant Research: A province wide competitive analysis was
conducted, a positioning strategy based on benchmarks created, and study
of the organizations current strategic plan was performed.
What’s in a Name - The Evolution of “LaHave Manor.”
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Custom Survey:
The survey was conducted using “Survey Monkey.” The results of the
questions are depicted here with the following “wordles.”
Q1: What are the 3 things
you love about LHM?
Q2: What makes LHM
different from other
service providers?
What’s in a Name - The Evolution of “LaHave Manor.”
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Custom Survey:
Q3: In your opinion,
what is LaHave Manor
in the "business" of
providing for its clients
and community? What
do we do?
Q4: Fast forward 10
years from now, what
would you like to see
LaHave Manor providing
in terms of services to
its clients and
community?
What’s in a Name - The Evolution of “LaHave Manor.”
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Custom Survey:
Q5: Thinking about
the good work LaHave
Manor does. What are
some words that you
would use to describe
how LaHave Manor's
work, makes you feel?
Q6: What "objects" or
"things" have
characteristics that
represent how LaHave
Manor operates in your
opinion (i.e. rock=
strong and stable, quilt=
warm and inviting)?
What’s in a Name - The Evolution of “LaHave Manor.”
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Custom Survey:
The final question was used to determine the best color scheme to use for
the brand mark/logo.
Q7: Pick two words that best describe LaHave Manor. What are the 3 things
you love about LHM?
Dependable
46.67%
Friendly
13.33%
Warmth
40.00%
Cheerful
13.33%
Trust
20.00%
Health
13.33%
Balance
20.00%
Optimism
20.00%
What’s in a Name - The Evolution of “LaHave Manor.”
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Client Survey:
Clients spent time with support workers to explain and draw why they loved
LHM. Using a contextual analysis the top three categories were: Nature, People,
and Activity. Noteworthy inclusions included: Nature (Flowers, Deer, Walks),
People (Friends & Staff), and Activity (Working, Paycheck, Shopping, & Games).
Tell Us, About Us
Please draw us a picture of why LaHave Manor is a special place for you.
My Name:
What’s in a Name - The Evolution of “LaHave Manor.”
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Consultant Research:
Competitive Analysis
Non Residential
•New Boundaries (www.newboundaries.org)
•The Ark (www.thearkns.org)
Residential & Occupational
•ROC Society (www.rocsociety.ca)
•Bonny Lea Farm (www.bonnyleafarm.ca)
•Regional Residential Services Society (RRSS)
(www.rrss.ns.ca)
•Community Living Alternatives Society
(www.clasnovascotia.com)
•Highland Community Residential Alternatives
(www.hcrsweb.ca)
•Prescott Group (www.prescottgroup.ca)
What’s in a Name - The Evolution of “LaHave Manor.”
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Consultant Research:
Positioning Strategy
Possibilities:
Positioning:
Fit In or
Stand Out?
Farm
Manor
Alternative Living
Lifestyle Solutions
Enhanced Living
Society
Corporation
What’s in a Name - The Evolution of “LaHave Manor.”
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Consultants Frame:
Naming Requirements
Consider:
• Web Presence
• Avoid Trends
• Trademark? use Odd Terms
Name Should:
• Be Easy to Remember and Spell
• People Visualize Something when they hear it
• Has a Positive Connotation
• Describes your Deliverable
• Keep it Short
What’s in a Name - The Evolution of “LaHave Manor.”
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Consultants Metric:
IGOR Naming Metric Applied
•
•
•
•
•
•
•
•
•
Appearance How good does the word(s) look - billboard, logo, etc
Distinctive How differentiated from competition, distinct to remember?
Depth Is there more to the name, surprises later per: connections, meaning, etc.
Energy Does it have “buzz”, “life”, can you see it central to an Ad campaign?
Humanity Is the name “warm” - imagine name as nickname for your child
Positioning Relevance to product/service we offer (expand to other service)
Sound Sound good (i.e. radio) - Can people easily pronounce 1st time.
“33” Magic - Number on Back of Rolling Rock Beer no one knows why
Trademark 10 Likely Available, 5 Maybe, 0 Not Likely
What’s in a Name - The Evolution of “LaHave Manor.”
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Total
Trademark
“33”
Sound
Positioning
Humanity
Energy
Depth
Distinctive
Appearance
Name
Based on the IGOR Process of Naming
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Solution
What’s in a Name - The Evolution of “LaHave Manor.”
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Solution:
Following much discussion using the facilitation tool the PAC opted to
recommend to the BOD the following name and tag line.
What’s in a Name - The Evolution of “LaHave Manor.”
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Riverview Enhanced Living
The name Riverview was chosen because it is a common feature that connects
all the properties and programs together that the organization currently
provides. And offers growth opportunities under the same organizational
umbrella.
The clients have a strong affinity to nature and the river provides for that.
Metaphorically, the river connects and flows each program together. The term
is warm, easy to say, and fits within the color pallet established.
A scratch search was conducted and there are appropriate URL’s (i.e.
www.riverviewliving.org or .ca) available for purchase.
The term Enhanced Living was chosen as it is a warm term to describe how the
organization develops and supports residents through an improved lifestyle
from health to work and education to skills.
What’s in a Name - The Evolution of “LaHave Manor.”
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“Connecting with Community”
The tag line “connecting with community” was established as it speaks to the
wider purpose of how we come together locally and within our programs. We
are connected to each other as a community - residents to residents, residents
to employers, and residents to local community.
It was felt by PAC that this connection to community was a key factor in the
organizational desire to develop a greater impact locally. This impact will be felt
with greater engagement by local volunteers, families, and business.
This tag line will serve the organization well as the province begins to adjust its
philosophies and delivery systems of care. The organization will be a logical
provider of solutions based on its “community” approach with its multiple
locations.
What’s in a Name - The Evolution of “LaHave Manor.”
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Image
The brand image contains several elements that support the renaming research.
Noteworthy is “Riverview” being contained within a river that flows across the
brand mark. A “Riverview” is the connecting feature that joins everything the
organization does (flowers) together - much like the Lahave river does for our
community.
Above the river there are several “flowers” that are growing. These flowers
represent the various programs that the organization is invested in from
L.I.T.E.S to ARC. These “flowers” were chosen because residents love nature
particularly the flowers that they are immersed in. Not only do the “flowers”
represent the programs, but the “flowers” take shape as people, as people are
the greatest resource within this organization.
Finally, the color scheme was chosen as (blue) dependable, trustworthy and
(yellow) warm and optimistic.
What’s in a Name - The Evolution of “LaHave Manor.”
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Brand Across the Organization
With the introduction of the new name for the organization now becomes a
good time to realign all the existing programs under the umbrella of “Riverview
Enhanced Living.”
Riverview Enhanced Living
LaHave
House
Rose
House
Evergreen
House
ARC
Rose
Cottage
Compassion
House
Fernwood Mayflower L.I.T.E.S.
House
Apartments
Fernwood
House
I.L.S.
L.I.T.E.S.
What’s in a Name - The Evolution of “LaHave Manor.”
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Recommendations
Congratulations on your new name. There are several things that will become
important as you move forward with your branding and alignment efforts.
Some of those include the following recommendations:
•
•
•
•
Unit Branding - Just as was completed with the second level of names
under the umbrella, extend the brand through your professional
development services offerings and units/zones within houses. Consider
custom logos for this too.
Roll Out Strategy - Take some time to develop a plan on how you will
roll out your new name/brand mark to the local community (i.e. media,
sponsors, families, etc)
Strategic Plan - This tool could use a rejigging in a couple of ways. First,
with the new name discoveries that have transpired an adjustment to your
values/vision and mission will need to be made and ratified In addition,
your operational plan needs to be updated as it concluded in 2014.
Website - This along with all your marketing materials will require an
update with the new brand mark. This is a great opportunity to update
the text that describes what you do. Take some time to tool the text to
gain your desired outcomes. These products should be built with purpose
(i.e. sponsorship, program growth, etc.) not just a “brochure.”
What’s in a Name - The Evolution of “LaHave Manor.”
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