Renaming an Association


 

Client
Textile Rental Services Association (TRSA)
Overview
TRSA represents companies that supply, launder and maintain linens and uniforms. The organization supports the linen, uniform and facility services industry by building and promoting a stronger, safer and more environmentally conscious community through advocacy, education, certification, research, benchmarking and networking.
Research
In May 2016, Gavilan and Associates engaged TRSA to conduct research that influenced if they should keep or change their name.

The question of a name change had been discussed since the organization merged with another in 2008. In particular, there was discussion about the word “rental,” and if it is a key component of whom the organization represents.

To gain insight into the potential name change, the Gavilan team conducted stakeholder interviews; a competitive analysis; a communications audit; and a review of industry analyst reports.

Result
The research did not uncover a clear reason why TRSA should change their name. A list of pros and cons was developed, but ultimately it was clear that the name already had wide recognition in the industry and on Capitol Hill.

However, under the Gavilan team’s advisement, a new tagline, Strengthening & Promoting the Linen, Uniform & Facility Services Industry, was introduced instead of changing the name.

Client

Textile Rental Services Association (TRSA)

Overview

TRSA represents companies that supply, launder and maintain linens and uniforms. The organization supports the linen, uniform and facility services industry by building and promoting a stronger, safer and more environmentally conscious community through advocacy, education, certification, research, benchmarking and networking.

Research

In May 2016, Gavilan and Associates engaged TRSA to conduct research that influenced if they should keep or change their name.

The question of a name change had been discussed since the organization merged with another in 2008. In particular, there was discussion about the word “rental,” and if it is a key component of whom the organization represents.

To gain insight into the potential name change, the Gavilan team conducted stakeholder interviews; a competitive analysis; a communications audit; and a review of industry analyst reports.

Result

The research did not uncover a clear reason why TRSA should change their name. A list of pros and cons was developed, but ultimately it was clear that the name already had wide recognition in the industry and on Capitol Hill.

However, under the Gavilan team’s advisement, a new tagline, Strengthening & Promoting the Linen, Uniform & Facility Services Industry, was introduced instead of changing the name.