Challenge
The Keystone Center, located in Washington, D.C. and Keystone, Colorado, has two inter-related centers of excellence—the Keystone Science School and the Keystone Center for Public Policy. The Keystone Center for Public Policy uses scientific reasoning and alternative dispute resolution techniques to help governments, corporations, NGOs and citizen groups resolve challenging problems and implement sustainable solutions. The Keystone Science School challenges citizens—from children to adults—to gain new perspectives about nature, the environment and society. The school provides scientific, hands-on experiences as a means of teaching problem-solving skills.

Keystone retained the services of O’Neill and Associates to help the organization develop an overall message and image that encompassed the strengths of both divisions yet spoke to different target audiences.

Solution
O’Neill and Associates conducted an extensive two-day messaging workshop to determine the current marketing situation, internal issues and division and brand strengths. The goal was to create a message that linked the two centers and articulated the strengths of both divisions but did not dilute the overall brand. O’Neill and Associates found that both divisions help their clients gather facts to make the best decision possible. This joint strength was used as the key message point for the organization.

Results
O’Neill and Associates completed an extensive re-branding and messaging program for the Keystone Center. This included a complete messaging process, revision of the logo and the creation of core communications materials. We provided a messaging and branding strategy as well as supporting facts and talking points. O’Neill and Associates developed an organization brochure as well as Web site content and framework. Due to budget constraints, the organization then executed the Web design with internal staff.

Before working with O’Neill and Associates, the Keystone Center was sending confusing and mired messages to its diverse audiences. With the new brand position, the organization has gained greater name awareness and has been able to communicate their strengths to potential clients, students and teachers.

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