The Opportunity
Bower Place is a unique organisation offering a broad range of mental health services to individuals, couples, children and adolescents and families through psychology, family and systemic therapy. Bower Place is also a highly respected provider of mental health training, education and professional development, supporting more than 5000+ tertiary students, health professionals and organisations.
With such a diverse and rapidly evolving service offering, Bower Place approached us with the goal to ‘reconceptualise’ and redefine its position in the market.
Our Approach
We undertook a comprehensive strategic process to gain a deep understanding of Bower Place’s business, analysing the service offering, target markets and competitors, identified market opportunities and challenges to help inform and clarify their marketing objectives and priorities.
As a result of this process we delivered:
- A detailed marketing strategy providing Bower Place with clear marketing direction, priorities, investment allocation and measurement plan
- A revitalised brand strategy leading to the creation of a humanistic and innovative brand identity for Bower Place reflecting their unique position in the market and organisational values
- A brand system to clearly distinguish the mental health services and education and training streams
- A new tagline/positioning – ‘your place for positive change’
- A revised website structure, design and content plan to best meet the needs of their distinct target markets
- Rollout of the new brand across all assets including printed collateral, signage in all office spaces, website, social media platforms, campaigns and a professional development portal
- Bower Place’s first digital campaign to drive awareness of their Graduate Diploma in Family Therapy & Systemic Practice, a nationally recognised qualification
- A complete image library including a photoshoot with Bower Place’s team of practitioners in their newly branded office space
The Outcome
In just five months we delivered a new brand identity supported by a new marketing strategy and the complete roll out of the new brand across all communication mediums. This quick turnaround led to Bower Place quickly realising its goal to ‘reconceptualise’ its offering and position in the market.
Bower Place now has a brand identity that reflects its values and clearly positions it as the ‘place for positive change’ for both clients and professionals in the mental health field.
The newly branded digital campaign for the Graduate Diploma in Family Therapy & Systemic Practice drove a number of new student enquiries and translated to a 70% direct return on investment.
We continue to partner with Bower Place in providing strategic marketing communications advice and services to support them in the next phase of service and business growth.
