Phyllis Freyer, vice president of marketing/communications at the newly minted Renown Health, spoke recently at A2N2‘s luncheon, and discussed the process used by Washoe Medical Center in selecting a new name.

Here’s Bill O’Driscoll’s report from the Reno Gazette-Journal

A “compelling” case.

That’s how Renown Health officials describe a consultant’s assessment of the need to change the health-care company’s name from Washoe Medical Center.

Finding that new identity was another matter, and last week Phyllis Freyer, Renown vice president of marketing/communications, walked an audience of Reno-area advertising executives through the yearlong process that led to the launch of Renown eight weeks ago.

“It was very important that people understand our private, not-for-profit status,” she told the Advertising Association of Northern Nevada, referring to confusion with the word “Washoe” in the old name.

The consultant, Monigle Associates of Denver, came up with 60 possible names based on three categories: descriptive, such as a geographical entity; “empty vessel,” or made-up words; and “connotative,” a word, or parts of several together, that has a meaning.

“You look for brevity, memorability,” Freyer said, and then you run exhaustive searches to avoid trademark infringements and other legal traps.

The initial list was trimmed to 10 options, and that was pared down to a final three, which were put before internal staff and community focus groups.

“Monigle told me focus groups might see red flags, and that’s what happened,” Freyer said.

One of the finalists was “Acompra,” a combination of “accomplished” and “comprehensive,” she said. But in it the panel groups saw the word “comp,” which led them to think the company was offering free health care.

“That was kind of the opposite of where we wanted to go,” Freyer said.

“Renown,” though, was a hit, and the focus groups saw “Reno,” or “Reno’s Own,” or “Reno Western Nevada” in it, Freyer said, but added that those interpretations had no bearing in the final decision.

“We picked it for ‘Renown’ and what it stands for,” she said of the word whose Webster’s definition is “widespread and high repute; fame.”

Phyllis Freyer, vice president of marketing/communications at the newly minted Renown Health, spoke recently at A2N2‘s luncheon, and discussed the process used by Washoe Medical Center in selecting a new name.

Here’s Bill O’Driscoll’s report from the Reno Gazette-Journal

A “compelling” case.

That’s how Renown Health officials describe a consultant’s assessment of the need to change the health-care company’s name from Washoe Medical Center.

Finding that new identity was another matter, and last week Phyllis Freyer, Renown vice president of marketing/communications, walked an audience of Reno-area advertising executives through the yearlong process that led to the launch of Renown eight weeks ago.

“It was very important that people understand our private, not-for-profit status,” she told the Advertising Association of Northern Nevada, referring to confusion with the word “Washoe” in the old name.

The consultant, Monigle Associates of Denver, came up with 60 possible names based on three categories: descriptive, such as a geographical entity; “empty vessel,” or made-up words; and “connotative,” a word, or parts of several together, that has a meaning.

“You look for brevity, memorability,” Freyer said, and then you run exhaustive searches to avoid trademark infringements and other legal traps.

The initial list was trimmed to 10 options, and that was pared down to a final three, which were put before internal staff and community focus groups.

“Monigle told me focus groups might see red flags, and that’s what happened,” Freyer said.

One of the finalists was “Acompra,” a combination of “accomplished” and “comprehensive,” she said. But in it the panel groups saw the word “comp,” which led them to think the company was offering free health care.

“That was kind of the opposite of where we wanted to go,” Freyer said.

“Renown,” though, was a hit, and the focus groups saw “Reno,” or “Reno’s Own,” or “Reno Western Nevada” in it, Freyer said, but added that those interpretations had no bearing in the final decision.

“We picked it for ‘Renown’ and what it stands for,” she said of the word whose Webster’s definition is “widespread and high repute; fame.”

The following press release was distributed today:

Reno, NV (October 4, 2006) — The International Headquarters of the American Marketing Association honored the AMA’s Reno-Tahoe Chapter this week with the “Programming Excellence Award” for the best overall programming in 2005-2006. The Reno-Tahoe Chapter was selected from 75 different chapters across the U.S. and Canada.

“I am proud of, and I appreciate, all the hard work of the Reno-Tahoe AMA’s board and committee members who made last year such a success,” said President Dave Archer. “The future success of our chapter rests on the innovation and commitment of member-volunteers who focused on delivering the very best educational and networking opportunities to Northern Nevada’s marketing professionals and business leaders.”

Archer added, “Special recognition belongs to Dave Roberts for his work with each of the AMA lunches as well as this year’s new half-day seminar for small businesses; Mike Rainey for creating the new “AMA in the AM” breakfast seminars, and Angela White for the “ACE Awards” competition and awards gala. This award is the recognition of their good, old-fashioned hard work and dedication, and the work and dedication of the entire Reno-Tahoe AMA chapter.”

AMA International Headquarters created the Chapter Excellence Awards (CEA) program to commend outstanding achievements in AMA chapter leadership and operations. Criteria for the Programming — Overall Excellence award included superior programming communications, regular programming, alternative programming, special events and programming satisfaction.

Past presidents of award-winning CEA chapters and members of AMA’s Professional Chapters Council served as volunteer judges for the awards process.

The Reno-Tahoe chapter of the American Marketing Association has over 140 members. For scheduled luncheons and meetings, as well as leadership information, please visit www.RenoTahoeAMA.com.

The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades the AMA has been an essential resource providing relevant marketing information that experienced marketers turn to every day.

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tags: reno, tahoe, ama, chapter, american marketing association, david archer