With twenty-one facilities across the country, Nydic Medical Imaging (previously Nydic Open MRI of America) was one of the largest companies in the United States to offer outpatient diagnostic imaging services.
FrogDog Communications handled all of the marketing communications for Nydic Medical Imaging. FrogDog developed and carried out its marketing communications strategy, developed all marketing and advertising pieces, identified and reviewed potential communication activities including public and media relations, and provided direct support for all Nydic facilities.
The Challenge
The company, which was entering a new business phase, wanted to update its company brand and identity.
As an established company in business for years, Nydic needed to remain recognizable to its key constituencies.
The new brand, once developed, needed to be communicated to the company's nationwide network of twenty-one facilities.
The FrogDog Solution
FrogDog Communications overhauled the company's corporate identity, branding, and marketing and communications materials to reflect the company's new vision, while ensuring that the colors reflected upon the previous brand and that the new look and feel wasn't so new that audiences could be confused.
As part of this process, FrogDog developed a new style guide and graphical standards guide for the company and its facilities to ensure consistency in all communications, internal and external.
Once the new identity was defined and approved by the company's corporate headquarters, FrogDog developed and implemented a robust internal communications campaign to get nationwide staff at Nydic to buy into the new branding and vision for the company. This included a “launch” event in New Orleans that debuted the new marketing materials and distributed new shirts and branded giveaways to staff.
Following the initial brand launch campaign, FrogDog implemented and maintained momentum for a broad, national campaign to increase the company's visibility in its new identity among referring physicians, patients, and industry and consumer media.
In less than a year, Nydic had an entirely new face for the world.
