05 June 2009
The BSG launches new look at Annual Conference
The British Society of Gastroenterology (BSG)
launched its new brand identity and website at its Annual
Conference held 23-26 March 2009 at the SECC in Glasgow.
Merchant Healthcare Marketing was set the challenge to develop a
new brand identity and to build a more interactive and valuable
website to effectively and accurately position itself for the
future.
Merchant worked very closely with BSG to develop a new brand
identity to emphasise the professional, expert, authoritative and
pioneering values of the organisation. Through a Discovery
Day with BSG it was determined that the main objectives of the
re-brand and new website were to raise awareness of the society and
to position BSG as the provider of education on
gastroenterology. Feedback from BSG members also showed they
required a clearly structured website, with simple navigation,
where they could share clinical resources, guidelines and
information, exchange comments and view members details.
As the plan was to launch the new identity at the Annual
Conference, Merchant designed the Annual Report within the new
corporate identity as well as conference literature including a
newly branded programme, event timetable and promotional items
including pens and lanyards. Merchant worked directly with
the conference organisers to ensure the entire event reflected the
new identity.
Tom Smith, CEO of BSG says: "The launch of our new identity at
our Annual Conference to over 1,700 members and non-members was
extremely successful. It was very well received and the
website is proving to be a huge success with nearly 12,000 visitors
within the first 3 months of the launch. We are particularly
pleased that people are clearly engaged with the content as each
visitor is spending approximately four minutes on the site.
We have a fantastic relationship with Merchant and look forward to
working together with the team to develop the website further, to
increase membership and to raise our profile further within the
industry."