Posted March 15, 2017 in Articles
Author: Amanda Koehn, Cleveland Jewish News
Modifying its name, combining 10 websites into one and displaying a new logo are some of the most prominent changes Menorah Park has undergone to rebrand itself with the goal of improving clarity and unity of its services.
What was known as Menorah Park Center for Senior Living is now simply Menorah Park, which its board president Peter Meisel said, along with the other changes, makes its services easier to navigate for those needing them.
“When we did our market research it became clear that there was a tremendous amount of confusion,” Meisel said, citing that people only associated “Menorah Park Center for Senior Living” with its nursing home, not the scope of its services that include out-patient care and independent living. “It really was just to make it clear that all of these efforts, all of these different parts of the business, were all under the Menorah Park label.”
Menorah Park also added the tagline, “Excellence in Caring,” and combined its websites into one, with the goal of conveying that its many services are all under one umbrella.
“It is more user-friendly and designed to work well on any device,” said Laura Scharf, chair of Menorah Park’s public relations and marketing committee, in an email.
Menorah Park’s CEO Jim Newbrough said that such changes have been in the works for a couple years, before he began working there. Also citing unity and clarity, Newbrough said that Menorah Park’s new logo – which shows seven abstract-style menorah flames and is a stark contrast to doodle-style menorah design of the old logo, is meant to modernize and convey the energy of the organization.
"If you look at the logo itself, it has a really sort of radiating, vibrant look to it and we wanted it to be that way because it really conveys the vitality of our organization and the center flame of the menorah, which is very prominent there, really represents our high standard of excellence," Newbrough said.
Discussing its new ad campaigns to go along with the rebrand, Newbrough said that the organization’s goal is to let community members know Menorah Park can assist with any issues related to aging.
“That’s really the thing with the branding, to let people know that we are here to help them solve a problem, to try to be as independent as they possibly can as they go through the aging process, and that we have a lot of different ways that we can help with that,” Newbrough said.
Menorah Park is the largest single-site nursing home in Ohio. According to its website, it serves more than 1,000 older adults daily via its range services for both those who live on campus and those who live at home.
Scharf said another vision behind the rebrand was to better convey Menorah Park’s Jewish values and reach.
“There was confusion about our broad array of services, and our reach beyond the Jewish community and Orthodox practices,” she said. “The community will be able to understand better how we can help them in a more succinct way based on their needs."