TIAA Bank
Rebranding the stadium
Objective:
Develop a strategy and communication plan for rebranding what was then EverBank Field after TIAA acquired EverBank.
Strategy:
We utilized the Jacksonville Jaguars partnership and stadium renaming as the way to introduce the brand to the community and demonstrate how the new organization will bring its brand promise to life: Created to serve, Built to perform. We worked with TIAA Bank to develop a bold undertaking to authentically demonstrate this brand promise: commit to build or repair 100 homes in Northeast Florida to coincide with TIAA’s centennial celebration, along with a significant financial contribution from both TIAA Bank and the Jaguars.
Results:
In the summer of 2018, TIAA Bank and the Jaguars broke ground on the first home and launched the new program entitled “One Team. One Home.” The program includes a five-year commitment and a $2 million combined pledge to Habitat for Humanity Jacksonville from TIAA Bank and the Jaguars.
Engagement: Month, 00 – Current
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