The purpose of the rebranding is to better position NSIP as the genetic selection tool for U.S. sheep producers, and increase usage of the technology for the benefit of all segments of the industry, according to Reid Redden, NSIP chairman. The Rebranding Initiative includes:
· Review of the current structure and operation of the organization and recommendations for changes to further the NSIP vision and mission
· Learn from other livestock industries and other countries’ lamb industries which have implemented this technology
· Conduct market research to evaluate awareness, perceptions and understanding of NSIP and its genetic technology
· Establish a vision, mission, goals and objectives
· Design a brand plan
· Develop a marketing plan
In addition to the Rebranding Initiative, Demeter Communications will also redesign the NSIP logo, develop a new website and prepare core collateral materials. The results will be unveiled during the Sheep Industry Convention January 28-31, 2015.