RAWHIDE HAD A LEGACY BRAND THAT WAS HOLDING THEM BACK.
Founded in 1965 in part by Bart Starr, Rawhide started as a group home for troubled young men. Today, however, they were at the leading edge of occupational and equine therapy and served both boys and girls. Trouble was, nobody knew it.
Size: 7 locations, 120+ employees
Web: Rawhide.org
CHALLENGE
Over 45 years, Rawhide had evolved, but their story hadn’t. 57% of their clients were young women, yet people thought they only served boys. Funding through car donations was struggling and inspiring new cash donors was a challenge.
STRATEGY
We started with quantitative and qualitative research. What exactly did people know about Rawhide? Where was there opportunity in the youth therapy space for them to steal market share?
They are deep experts in troubled youth. Their branding needed to feel youthful, compassionate and hopeful. Their story had to speak to transformation.
EXECUTION
I conducted interviews and crafted an emotional video to launch the new brand. Be warned: have tissues handy.
Rawhide Youth Services — Offer Hope. Produced by Red Arc Media.
Brand :30 TV Spot
Car Donation :30 TV Spot
Research showed the new brand to be significantly more effective at building trust, expertise and hope than the old brand.
