SIGMA

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.

Sigma brand book chapter sample
Sigma brand samples

Like many membership organizations with a long history, we were struggling to maintain relevance with diverse audience segments. The Sigma rebrand allowed us to infuse renewed energy and focus into our organization. As we approach our 100th anniversary, we are looking to the future with excitement and purpose.

Julie Adams – Director of Marketing Communications, Sigma
Sigma social media mockup
Sigma hoodie
Sigma mug and pins

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