Case Study

A new face forward:

Naming Accreditation Canada

Client Name:
 Accreditation Canada
Project:
 Organizational renaming and tagline development; Q-Mentum program naming
Services:
 Implementation, Project Management, Strategic Counsel.
Assignment
Accreditation Canada supports health care organizations with assessment and improvement of patient safety and services. In its 50th anniversary year, Accreditation Canada (then the Canadian Council on Health Services Accreditation) sought to update its name in conjunction with the launch of a new accreditation program. Blueprint was engaged to assist.
“The renaming process was a daunting one. Blueprint guided us through. In the end, we arrived at names that all stakeholders felt strongly reflected the organization.” Wendy Nicklin, President and Chief Executive Officer and Donna Anderson, Vice-President, Strategic Communications & External Relations, Accreditation Canada

The Blueprint approach

Highly experienced in leading wide-reaching stakeholder consultations, Blueprint went out into the field to gather information that would inform the renaming of the organization and the naming of the new accreditation program. Personal interviews using a detailed, criteria-based questionnaire provided the foundation for creative brainstorming of viable, memorable name options.

Highlights and outcomes

Critical to the success of the assignment was the productive working relationship and personal and professional trust established between Blueprint and the Accreditation Canada team. Accreditation Canada subsequently reengaged Blueprint to develop a communications plan for the rollout of the organizational name and tagline (developed by our creative partners at Ascribe Marketing and Communications), and to develop an organizational positioning statement and value propositions.