Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands and our guest again today is Sara Heald, Development Director at Air Alliance Houston. Sara, I’m so glad you’re back on Brandonomics.

Sara: It’s great to be here Robin, thank you.

Robin: Excellent. Well you launched a new brand for Air Alliance Houston last year and I want to know what did you do to really help launch and support the awareness of this?

Sara: You know, we were so excited to have the opportunity to launch a new brand that we really spent a lot of time strategizing the best way to maximize the impact. So we released all the new websites and social media templates on the same day, we came up with new PowerPoint templates, new flyers to hand out at community and advocacy events and we also tried to implement our new branding into the programs that we had coming up. During the late winter we always do an annual mailer and we made sure that our new logo was the center point of our mail out; we felt that was one of the most exciting things that we’d done this year. And the cover of the mail out was the new logo, the inside left side featured all of our new messaging and on the right side it was a personal letter from a staff member; we’ve seen a wonderful return so far.

Robin: So when you launched this in the fall that was really the first time many people had seen it, so what are you kind of seeing as the result since then?

Sara: We’re getting such excellent feedback from our peers, our mailing list is growing, we’re getting wonderful comments and one of the greatest results that we’ve seen is a revitalization within our staff; it’s like getting a whole new wardrobe or a makeover, there’s an increased pride in the organization, everybody’s really excited to be there and really impassioned about doing good work in the community for air quality.

Robin: Well wonderful, that sounds like so many great things are ahead for you.

Sara: Thank you a lot.

Robin: Well thank you for sharing all that. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.