Adding a dose of joy to the hospital experience for more than one million people since 1999, Musicians On Call (MOC) brings live and recorded music directly to the bedsides of patients, families and caregivers in healthcare environments nationwide. Through our programs, MOC Volunteers perform live for children and adults facing any health challenge, including Veterans recovering in VA facilities, family members supporting loved ones in need and healthcare workers caring for patients.
To meet the increasing demand for our programs, we are developing a groundbreaking online platform that will revolutionize access to music in healthcare. In keeping with this innovation, and embracing the future of our organization, we also reimagined our brand and website.
We want to give our audience a bold impression that MOC provides a truly transformative experience for patients, caregivers and family members. We want to “bring cool to hospitals” and be a resounding anthem for music; with MOC being an integral part of the healing process. At the same time, MOC needs to embody the best in class organization that we are within the music and healthcare industries.
Our website needed to elevate our brand and increase awareness of the impact that we are making so that potential donors, supporters, and partners will want to take the next step in getting involved by donating, volunteering, or partnering to expand the reach of MOC programs and services. When more people get involved with MOC, more people can be healed through the power of music.
Alongside our creative agency Teal, we embarked in discovery and did an audit of our current branding. We researched our competitors and stakeholders and identified the brand concepts that were most important to us. We started with our brand values (community, excellence, compassion, innovation and inclusivity) and from those developed keywords and traits describing our personality, design and voice and tone; including Joy, Fun, Hardworking, Restorative, Generous, Unique, Inspiring and Respected. Our team collaborated at an executive level to determine how these values, traits and keywords could be implemented in their own respective departments.
One of the challenges we encountered was translating our two decade legacy without losing the brand recognition that we built. We felt this was an important part of our legacy as an organization and the data from our strategic plan showed overwhelmingly that there was positive association with our brand image and identity so we wanted to preserve that so we kept the bold typeface and the stethoscope within the guitar. With the chunky fonts and use of these marbled backgrounds, you can see that twinge of nostalgia that celebrates our 20 year history, giving off a vintage guitar decal or concert poster vibe.
Here are some of our favorite features:
After announcing our rebrand and platform launch, we showcased our new brand as well as the platform innovations on social media with a “reintroduction” campaign that lasted about one month. This was all part of our plan to announce we were accepting volunteers and they could apply on the platform. We immediately received positive feedback from past volunteers and supporters.
We launched our website and rebrand with an interactive event in Nashville, called the Millions of Moments event. We were able to take the bright colors and imagery and translate them in person with immersive LED screens showcasing the branding and highlighting the milestone of performing for one million people. Because of the event’s success, we raised over $250k, with over $60k raised directly in the room that evening. With this support, we are able to utilize this to improve on our platform and reach even more patients.
With our press and promotion of the event and launch, our website traffic doubled in the first few weeks. We credit this to our easy-to-follow navigation, fast load times, and strong social strategy. Our social impressions have tripled throughout 2023, with the help of our new and updated social templates.
We continue to evaluate our new website with quantitative data like a sufficient page speed score and the rate of conversions like form submissions, clicks to learn more about application requirements, clicks to the application itself, as well as the completion rate on our application. We are also tracking and adjusting for qualitative metrics like modeling our commitment to DEI, accessibility and fine-tuning a more polished user experience.
