Associate Professor Of Management at California State University Channel Islands
💡 New Case Publication Alert 💡 BIRCHWAY NIAGARA: A RISKY REBRANDING AGAINST DOMESTIC VIOLENCE Eric Dolansky, Kyleen Myrah, and I wrote this intriguing case at the intersection of #marketing, #nonprofit, and #socialenterprise management. In March 2023, Women's Place of South Niagara (#Canada), an organization focused on ending abuse and intimate partner violence, rebranded as Birchway Niagara to better represent what Birchway offered: it was not only a place for women. However, Jennifer Gauthier, its executive director, found herself in the fall of 2023 reflecting on the mixed success of the rebrand. The problem, according to Gauthier, was that "our communication was not as bold as it needed to be to really get the message out there." Should she back away from the new brand and focus on the organization's core mission or go all-in on the new brand? Was a solution using both goals within one marketing campaign the right way forward? We are extremely grateful to Jennifer Gauthier, Executive Director at Birchway Niagara, for sharing her passion, expertise, and time to discuss these important (and not always easy) topics. Thank you for giving us the opportunity to share Birchway's story. Look no longer if you are searching for an engaging case to discuss ... The different aspects of the #domesticviolence issue, including its #rootcauses and methods, that organizations use to address it. The unique characteristics and importance of #branding in a nonprofit context. The potential targets for nonprofit communication and building the associated #stakeholderpersonas... ...and guide your students to recommend a course of action for communicating a #rebranding in the face of results that have fallen short of the original goals. All royalties from adopting this case will be donated to Birchway Niagara. We also encourage you to visit the site to learn more about its work against domestic violence https://birchway.ca/ Thank you to the dynamic Ivey Publishing team headed by Tiana Strome for guiding us through the process so effectively You can download it from the Ivey website https://lnkd.in/gCjAvKBU We would love to get your feedback once you start using it in your classrooms. #casemethod #caseteaching #rebranding #nonprofit #domesticaviolence #stakeholderpersona #HigherEd
Thank you María Ballesteros -Sola Kyleen Myrah and Eric Dolansky for the opportunity to work on this project with you and allying with Birchway Niagara against intimate partner violence. It was truly my pleasure to work with three professors who care about their students experience and education and also about supporting important social causes. You are all remarkable leaders, researchers, and educators.
Associate Professor at Goodman School of Business at Brock University
3moThis was a tremendous experience and I think María Ballesteros -Sola, Kyleen Myrah, and Jennifer Gauthier for everything I learned by participating in this project. It's an outstanding case and I recommend you take a look.