Solution: As Vice President, Corporate Affairs at Tarion, Janice Mandel recommended a two part strategy: First, demonstrate improved customer service. Second, re-brand to help people see the company in a new light.
Stakeholder research identified the services and attributes most desired in a company that provides new home buyer protection. These insights drove positioning, naming and tag line development. The name Tarion was selected because it was modern, memorable and provided a link to Ontario, the company’s jurisdiction. The company chose Protecting Ontario’s New Home Buyers as the tagline to embody the new customer vision. Tarion was launched as a customer-focused brand via a series of events for employees, the public and the building industry. An integrated marketing campaign featuring TV, print and radio advertising, educational tools, a new website and a builder awards program drove awareness about the new name and the company’s mandate.
Results: One year after the launch public awareness of Tarion as the organization responsible for protecting new home buyers in Ontario had increased by 20%. Importantly, new home buyers were also much more likely to say Tarion was doing a good job.