Det’on Cho Corporation

Challenge

Det’on Cho Corporation is the economic development arm of the Yellowknives Dene First Nation and has a vision of creating prosperity for the Yellowknives Dene.  Det’on Cho began in 1988 with a $15,000 grant and has since grown into a “family” of more than 20 companies – much of that growth happening in the past three years. When you’re growing and changing as fast as Det’on Cho, it can be hard for potential clients, the business community, the government and even employees members of the Yellowknives Dene First Nation, to keep up with the company’s growth and achievements.

Strategic rationale

Det’on Cho was – and still is – a corporation on the move.  Marketing communication was not keeping pace with growth.  And Det’on Cho was quickly becoming the North’s best kept corporate secret.  Det’on Cho was confused with other “cho” companies (such as those associated with Deh Cho), had a very low profile, and was just not on the public or business radar.

While a significant challenge, this also posed a terrific opportunity.  We had the opportunity to do a “complete marketing makeover” for the company.

Marketing communications solution

Before doing any communication for Det’on Cho, we needed a game plan; a guide to direct all DCC’s marketing and communication efforts, to ensure synergy and efficiency.  Tait began by taking a holistic look at Det’on Cho’s corporate direction, goals and objectives, and developed communication strategy to support those goals. 

Det’on Cho required an integrated internal and external communication strategy to provide awareness, to position the growing corporation, and to help employees and stakeholders feel connected to the organization.  The strategy started with rebranding all Det’on Cho companies to the parent companies, and included communication, media, advertising, and public relations plans.

Branding Solution

Rapid growth, from a hand full of companies, and through expansion, acquisition and partnership the company doubled its size to include more than 20 companies in 2011.  The challenge became developing brand recognition for this family of companies while maintaining existing brand equity in each individual company.  Unifying more than a dozen different brands required both creativity and finesse to demonstrate that no matter the individual business - whether a helicopter charter company or a training facility, each shares the same vision: creating prosperity and opportunity for the Yellowknives Dene.

The brand has been incorporated in all DCC external communications including the Det’on Cho website (www.detoncho.com), corporate report, quarterly newsletter and closed-circuit television.  The unifying brand was developed such that it can be applied to all DCC companies, including those with distinct corporate logos.  Updated logos, brochures, and printed templates were developed for each DCC company.  A branding guide was developed and provided to all DCC companies to help them apply the brand effectively, and to help them understand the benefit of co-branding.

The branding has been effective.  Business partners, customers and the community at large have a better understanding of Det’on Cho and its capabilities, depth and strength, and employees identify as part of and proud of a larger family.

Publication Solutions -- Det’on Cho Corporate Report – 2009, 2011

Tait Communications developed a magazine-style corporate report.  Using images and storytelling the report tells the Det’on Cho story in a way that is relevant to its members and employees, and also to business partners and other northerners.

The first Corporate Report resonated with readers.  Feedback has been phenomenal, among both Det’on Cho’s employees and the community at large.   Employees working in a myriad of companies saw their connection and contribution to the corporation and to the Yellowknives Dene.  The business community has begun to see the depth and breadth of a corporation that was previously unfamiliar.  As a result, Det’on Cho no issues a bi-annual report to update the community on its continued growth.  The 2011 edition can be seen here.

Web

As part of its overall communications strategy Tait Communications redeveloped DCC’s  website to better achieve corporate positioning goals and to incorporate the new brand.

Tracking and web statistics verify that the revised Det’on Cho website has attracted increasing numbers of active visitors.  The site contains an independent page for each of the Det’on Cho companies, and is constantly updated with job postings, news, and corporate success stories.