Parker LePla

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Case Study: Bellwether

Brand case study: Bellwether Housing

About Bellwether

Completely rebranded this Seattle-based nonprofit with a branding strategy, new brand name, logo and brand identity, tagline and branded website so they could more effectively appeal to individual donors as a leader in safe and affordable housing for low-income families and seniors.

"Being able to have a public launch of the new company name, with effective business papers, Facebook identity, and the most important thing, our website, is wonderful. I appreciate your work to make that happen."
—Sarah Lewontin, Executive Director, Bellwether

 
Brand Strategy
Brand Strategy

Bellwether: Brand Strategy

Problem

Bellwether Housing (formerly Housing Resources Group) was a victim of its own success. For 20 years, it had successfully and quietly funded, developed and managed apartments in Seattle for low-income residents. But with changes in funding mechanisms came the need for a higher profile, contributions from individual donors, and public visibility to the plight of the working poor. There were also plans to merge with another community housing non-profit, necessitating a name change.

Solution

Parker LePla helped Bellwether identify its role as a solver of current and future housing affordability gaps, resulting in stronger communities. As part of that role, Parker LePla recommended that Bellwether become a voice for housing affordability issues so that the community could understand the importance of low-income workers and seniors being able to live near their jobs, transit, healthcare and services.

Result

Bellwether used its new brand clarity as input for its name change, marketing plan, blog content, social media planning, web strategy and its first-ever fundraising event.

Brand Identity
Brand Identity

Bellwether: Brand Identity

Brand identity case study: Bellwether Housing

Problem

Housing Resources Group as a name was descriptive, but not evocative, memorable, or differentiating. In addition, the organization was considering merging with another nonprofit, which would require a new name. Their tagline, Creating Communities that Work, was descriptive, but not memorable, as well. And its logo, of a simple block house, was misleading and a bit old-fashioned.

Solution

Parker LePla helped Housing Resources Group’s board and staff come to consensus on a new, more evocative and memorable name: Bellwether Housing. The new tagline: “Afford more than rent,” suggests the economic power of affordable housing for both the renters and the community. And the new logo brings in an urban, energetic sensibility to a previously staid visual presentation.

Result

Bellwether launched the new brand image in mid-October 2011 at its first-ever fundraising event entitled “Closer to Home.” Attendees and the community now can understand the organization’s value more quickly. The new name and logo demonstrate how Bellwether is joyful, caring and innovative.

Online Strategy and Implementation
Online Strategy and Implementation

Bellwether: Online Strategy and Implementation

Online brand strategy case study: Bellwether Housing

Problem

As Bellwether Housing was preparing to raise its public profile, it knew that old-school marketing wasn’t going to get them the buzz and awareness they needed. Social media, blogging and the website were all going to be critical mechanisms for the organization to spread the word.

Solution

Based on listening to existing conversations, Parker LePla created a social media plan and blogging editorial calendar for Bellwether, training staff in how to use Facebook and other social media sites to best effect. We also created a web strategy that met the needs of current residents, prospective residents and donors equally well.

Result

Bellwether is now a part of the social conversation about affordable housing issues, is garnering attention for its thought leadership around the issues, and has a brand new website that reflects its role and value, and encourages support.

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