Total rebranding — and renaming — of the former Greater Richmond ARC. The Editorial Board of the Richmond Times Dispatch called the new name, which I came up with, “perfect.” The website was awesome too, but has been changed quite a bit by the new marketing director at SOAR so it’s not fair to represent it as something I worked on.
Doug Payne, SOAR’s marketing director at the time, said the new branding dramatically increased employee pride, the quality and quantity of applications, fundraising, enrollment in their wide range of programs, and overall perception of the brand. “The branding lifted all boats,” he said.