The McKenzie Institute USA is a center for postgraduate study in the McKenzie Method® of physical therapy. ABC has long produced advertising and content for the organization.
When the Institute wanted to refresh its messaging, it tapped into ABC’s brand development expertise. Even though the Institute had been a client for years, the agency approached the project just as they would with a new client.
This included plenty of research and input from stakeholders – Institute faculty members who provided insight in multiple formats, including in-depth interviews conducted by ABC. The months-long process yielded a new positioning statement and tagline that was adapted for the print ad campaign as well as tradeshow displays. The messaging continues to drive the brand voice on social media and in digital media as well.