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A REFRESH FOR THE GEORGIA COUNCIL ON DEVELOPMENTAL DISABILITIES

Brand Identity

The Challenge

The Georgia Council on Developmental Disabilities (GCDD) is the state’s top advocate for persons with developmental disabilities; however, fewer than 30% of Georgia residents were aware of The Council’s existence. After an extensive process, PRecise was named The Council’s AOR, charged with increasing awareness starting with the development of a new brand identity and positioning. We tackled the challenge with a research-based approach. To gauge accurate awareness and perception levels, we conducted The Council’s first in-depth quantitative and qualitative study. We used the results to determine our messaging, as well as the timing of its release. We also brought the Council’s leadership position to the spotlight, but coordinating a press conference taking a stance against the use of restraint and seclusion on children with special needs in schools. 

The Impact

After securing approval from its 27 board members, PRecise launched The Council’s refreshed brand identity. This included a new logo, website and positioning statement, along with new marketing and press materials. The PRecise-coordinated press conference generated the most coverage the Council had ever received, more than 6.3 million earned media impressions.