Situation Analysis
Founded in 1993 by Maine’s state legislature, JMG has been growing its reach ever since. Since its inception, JMG has helped more than 28,000 Maine students graduate high school with the skills and knowledge they need to prepare for meaningful careers and become productive members of society.
Originally structured to aid high school students considered to be “at risk,” it now offers a continuum of support to help students from middle school through post-secondary education reach their fullest potential. JMG programming has evolved to meet the needs of today’s students so they are prepared for the economy of the future.
According to JMG team members, most Mainers don’t fully understand what JMG does. There is also a perception that JMG is involved in job placement, a service it does not provide. The services of JMG are more educational in nature, and this must be conveyed clearly through the brand. Creating a brand that more clearly represents JMG and building awareness for the brand through consistent messaging across all communications channels, including those of JMG-affiliated schools, will establish greater understanding and value over time.
JMG, originally known as Job’s for Maine’s Graduates, contracted with Marshall Communications to help rebrand the organization and build better awareness of what it does and what it has accomplished.
Objectives
Create a brand that more clearly represents JMG and build awareness for the brand through consistent messaging across all communications channels, including those of JMG-affiliated schools, to establish greater understanding and value over time.
Methods
To accomplish the objectives, Marshall Communications worked with JMG to create and implement a custom Marshall Plan®. Research was done to look at the pros and cons of a name change from Jobs for Maine’s Graduates to JMG; ultimately, the name was changed. We designed a new logo (including a new tagline) and website, as well as supporting collateral materials such as a PowerPoint template, brochure and poster templates, an FAQ infographic that visually illustrates what JMG is all about, and suggestions for posts and images for social media.
The Marshall Plan also included detailed branding, social media, website/e-newsletter, media relations, traditional marketing, special events and outreach tactics and a three-year timeline.
Results
From FY17 to FY18 there were increases in:
- The total students served
- Students served annually
- Number of high school and college programs
Staff and students embraced the new brand and are using it consistently on posters and signage and at events.
