When the Friedman Foundation was established in 1996, the founders knew they eventually wanted to change the name of the foundation for future growth and opportunity. The organization was very successful in its first two decades of existence, but there was still more work to do. Friedman needed to leverage its past achievements while looking ahead to the future.
Updating the brand started with a new mission and refocused brand positioning. MilesHerndon consulted with the Foundation’s internal marketing staff for the logo refresh, but handled everything else, which included brand messaging, an updated website, digital and social advertising and online videos, all capped off with a brand relaunch party.
As part of the rebranding campaign, MilesHerndon helped create social buzz with its #ThanksMilton hashtag. It provided a fun, interactive way for Milton fans to show their support, which just happen to include Phil Donahue (who famously interviewed Dr. Friedman numerous times over the years).
As President and CEO Robert Enlow was announcing the new name on stage, our team was poised to launch the new website right on cue. Within minutes, the new site was up, new social messages were being posted by the EdChoice marketing team and the news started to spread far and wide.