Academy of Orthopaedic Physical Therapy
How a new brand strategy fueled a 25% increase in membership
The leader in orthopaedic physical therapy research, practice standards and advocacy for PTs needed immediate brand and positioning refreshes to energize and grow membership and increase enrollment in their courses.
We reviewed competitor and peer organizations, conducted brand positioning workshops, and held in-depth interviews with members, influencers and stakeholders. This allowed us to identify perceived strengths and weaknesses of the organization, identify primary reasons members joined the organization and continue to find value in membership, measure current perceptions of the organization and identify qualities, services and offerings that differentiate the brand.
Vendi then created brand strategy and messaging, logo and tagline to help the organization meet their aggressive goals.
The brand launch was the catalyst for a campaign that resulted in a 25% increase in membership and a 125% increase in new course enrollment.