The Greater Cedar Valley Alliance & Chamber, located in Cedar Falls and Waterloo, Iowa, needed help defining their role and articulating their value in the Cedar Valley community. After multiple phases of research uncovered low brand strength, power and understanding, AMPERAGE helped the organization rebrand and position itself for the future.
Two phases of research were conducted. A series of in-depth interviews revealed how key stakeholders regarded the organization’s brand position, personality and differentiation, while an online survey gauged opinions in the regional business community. Secondly, internal staff was led through a Creative FusionSM Session, AMPERAGE’s proprietary branding workshop, to define the brand promise, position and personality.
Rebrand & a Plan
AMPERAGE led the organization through a complete rebrand, developing a new name, tagline, logo and key messaging statements. A Brand Platform, written by AMPERAGE, served as the foundation for the organization’s new identity, while a Brand Rollout Plan provided integrated, cross-platform strategies and tactics to communicate the change and tell the organization’s new story.
The Big Premiere
Grow Cedar Valley was quietly launched over a period of several weeks to key internal groups and publicly premiered at the organization’s annual awards banquet, attended by over 500 business leaders. A comprehensive public relations strategy earned Grow Cedar Valley top billing in media outlets throughout the region and served as the initial launch of the brand beyond the event.