Brand Audit - Jeff Theatre Awards

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Situation

The Jeff Committee organization operates as an all-volunteer organization to honor and recognize excellence in Chicago area theatre companies. In 2007, the Committee identified several issues with the existing brand, specifically the logo elements. Lack of consistency, amateurish and in need of update were some of the comments heard from theatre companies. The Committee wanted to learn how the Chicago theatre community perceived the Jeff Committee brand.

 

Strategy

HeimannHills conducted a complete brand audit, gathering perceptions on the logo, website, spokespeople, taglines, products/services, judges, events/ceremonies, marketing communication and the organizations extended community relationships. Twenty in-depth, 30-minute, phone interviews were conducted with theatre directors during a three-week period to gather data on market perceptions.

Impact

Results of the brand audit validated what many suspected about the weaknesses of the existing brand, in addition to providing direction for developing the brand and highlighting issues beyond a brand strategy. It allowed the organization to move quickly to take action on several issues and strengthen the brand perception. Feedback from theatre directors commended the Jeff Committee for their openness to learning, seeking improvement.

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