SIGMA – Rebrand
Global excellence in nursing.
The Sigma Theta Tau International Honor Society of Nursing had no trouble recruiting top nursing students and nurse educators as members. But the organization struggled to keep young members, especially those in clinical settings, engaged as they advanced in their careers.
Research revealed what current members valued about the organization and why lapsed members left. Respondents shared that the cumbersome name created confusion and suggested a collegiate social sorority or fraternity. The three Greek letters and term “honor society” also posed challenges with international audiences unfamiliar with these North American concepts.
Borshoff guided the organization through a brand update, and helped advise on engagement efforts to better serve the needs of Sigma’s members and maintain deeper relationships throughout their careers.