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AWHONN

AWHONN

AWHONN
Challenges/Opportunities:

AWHONN, the Association of Women’s Health Obstetric and Neonatal Nurses, was an established organization that needed to reverse a downward spiral in membership growth. 

Strategy/Results:

Working with AWHONN, a comprehensive research and member perception discovery project was launched. The research showed that AWHONN was not completely in tune with the demographic of its member base and, as a result, not communicating effectively with either its existing or potential members. The organization was stuck in past beliefs and brand positioning, but the members had evolved as a professional community. This ultimately became the foundation support for a rebranding effort, which resulted in the development of a new tagline and logo, visual identity and member value language.