“Connect’ability” (JPA Health)
After working for the world’s largest PR firms, Carrie Jones sought a better way to serve clients and improve global health. In 2007, JPA Health was born in Carrie’s basement home office. Fourteen years later, the company has 80+ employees, three offices in two countries, and is one of the largest health marketing communications firms in the U.S.
Increases in staff, diversity, and client base has necessitated a large rebranding campaign to clarify the brand’s identity and core mission. JPA’s goals were to raise awareness of their exclusive focus on health, reach 70,000 people with new messaging, engage 20,000 people on jpa.com, and receive 15 RFP submissions.
To inform their approach, JPA analyzed data from annual client surveys, website engagement, surveyed employees, and sought to understand what content best resonates on social channels.
The team used the insights to develop a strategic brand essence: “Synced-up Specialist.” They then developed a new brand guide, logo, and brand colors. The key message? “Connect’ability.”
From the launch of the brand in June to the end of 2020, JPA’s efforts exceeded objectives, garnering more than 139,000 impressions, a 98% increase over the objective. Following the launch, new website users increased 205%. The new business team received 33 RFP submissions through the website, a 120% increase compared to the objective. LinkedIn impressions increased by 33% and the average monthly follower growth increased by 295%.