Re: Estimate for branding strategy validation

Thanks Tim. 

Sent from my iPhone

> On May 12, 2022, at 12:34 PM, Timothy Thomas <tt@thekey.com> wrote:
> 
> 
> Hi Nina,
> 
> Yes we have undertaken the research. Here are the projected timelines from Braque:
> 
> We have given the go to Léger for the research, it will start this Friday.
> 
> Here’s a summary of the plan:
> 
> 3 questions will be submitted by Léger
> Survey runs from this Friday to next Friday (the 20th)
> We’ll receive the initial report by May 31st to be analyzed
> Our own report and recommendations will be ready by June 6th
> 
> 
> Please let me know if you have any questions,
> 
> Tim
> 
> 
>> On Thu, May 12, 2022 at 12:25 PM Nina Kani <nkani@thekey.com> wrote:
>> Following up on this matter - have we undertaken the research and if yes, do we have an opinion?  Thanks, Nina
>> 
>>> On Thu, Apr 21, 2022 at 10:52 AM Timothy Thomas <tt@homecareassistance.com> wrote:
>>> Will do, Thank you Ru. 
>>> 
>>>> On Thu, Apr 21, 2022 at 1:09 PM Ru Yun <ru@homecareassistance.com> wrote:
>>>> Hi Tim,
>>>> 
>>>> Let’s move forward quickly with the research if you haven’t already. Asking that you provide an opportunity for Andy and I to weigh in as we both have tons of experience in consumer testing. Thank you!
>>>> 
>>>>  
>>>> 
>>>> Ru Murakami Yun
>>>> 
>>>> Head of Marketing
>>>> 
>>>> Please note my email has changed:
>>>> 
>>>> ru@TheKey.com
>>>> 
>>>> (917) 841-5737
>>>> 
>>>> TheKey.com
>>>> 
>>>> 
>>>> 
>>>>  
>>>> 
>>>>  
>>>> 
>>>>  
>>>> 
>>>> From: Timothy Thomas <tt@homecareassistance.com>
>>>> Date: Monday, April 11, 2022 at 8:53 AM
>>>> To: Ru Yun <ru@homecareassistance.com>
>>>> Cc: Dan Watson <dan.watson@thekey.com>, Tim Thomas <tthomas@homecareassistance.com>, Ken Citron <kcitron@thekey.com>, Andy Feldman <afeldman@thekey.com>, Nina Kani <nkani@thekey.com>
>>>> Subject: Re: Estimate for branding strategy validation
>>>> 
>>>>  
>>>> 
>>>> Thanks Ru. To clarify on your point about HCA in the past - We did create a french brand here - www.montrealsoinsadomicile.ca
>>>> 
>>>>  
>>>> 
>>>> A french descriptor might be sufficient but it seems to be the point of the research is to see how much of an issue it is. 
>>>> 
>>>>  
>>>> 
>>>> Best,
>>>> 
>>>> Tim
>>>> 
>>>>  
>>>> 
>>>> On Fri, Apr 8, 2022 at 10:48 PM Ru Yun <ru@homecareassistance.com> wrote:
>>>> 
>>>> Hi Tim,
>>>> 
>>>>  
>>>> 
>>>> Thanks for sharing! Adding Ken, Nina and Andy for visibility.
>>>> 
>>>>  
>>>> 
>>>> A note that our trademark application in Canada for “TheKey” has been on a track since July 2021 and anticipate our application will be reviewed this summer. Canada has a very long timeline/process.  Nina, is there a legal requirement to translate our business name to French? I think a brand’s workaround in French Canada has been dependent on the registered trademark name.  
>>>> 
>>>>  
>>>> 
>>>> Tim had brought up an excellent point on consumer and client sentiment – a French-named company may have a better response and feeling of trust locally. Though I’d say that it is pretty obvious through our channels/tools that we are an American company. There’s an argument to be made to keep us uniform as TheKey from an operational efficiency perspective even as we expand our footprint in English language countries. I am more of the mind to not change our name and add a French descriptor to TheKey similar to how it’s been done in the past for HCA.  
>>>> 
>>>> So, while I believe consumer research is a great idea not sure if $10.8K CND is well spent unless we believe the outcome will inform the business decision.
>>>> 
>>>>  
>>>> 
>>>> Tim, I’m ooo next week and don’t want to leave this dangling so I’ve added Andy more so that he’s got a deep background on consumer insights/research and might have a POV. Ken will surely have one!
>>>> 
>>>> Thanks.
>>>> 
>>>>  
>>>> 
>>>> Ru Murakami Yun
>>>> 
>>>> Head of Marketing
>>>> 
>>>> Please note my email has changed:
>>>> 
>>>> ru@TheKey.com
>>>> 
>>>> (917) 841-5737
>>>> 
>>>> TheKey.com
>>>> 
>>>> 
>>>> 
>>>>  
>>>> 
>>>>  
>>>> 
>>>>  
>>>> 
>>>> From: Timothy Thomas <tt@homecareassistance.com>
>>>> Date: Friday, April 8, 2022 at 10:24 AM
>>>> To: Ru Yun <ru@homecareassistance.com>
>>>> Cc: Dan Watson <dan.watson@thekey.com>, Tim Thomas <tthomas@homecareassistance.com>
>>>> Subject: Fwd: Estimate for branding strategy validation
>>>> 
>>>>  
>>>> 
>>>> Hi Ru,
>>>> 
>>>>  
>>>> 
>>>> As you might recall I recommended we reach out to a marketing firm here in Quebec to assess how best to utilize TheKey brand within the french market. After several calls I've landed on a company called Braque. They've suggested conducting a market survey of our target audience to see how they would react to the brand and various options such as french descriptors or a straight translation of the name. The quote for this is attached.
>>>> 
>>>>  
>>>> 
>>>> Perhaps we could connect to align on next steps?
>>>> 
>>>>  
>>>> 
>>>> Best,
>>>> 
>>>> Tim
>>>> 
>>>>  
>>>> 
>>>> ---------- Forwarded message ---------
>>>> From: Jean-Marc Demers <jmdemers@braque.ca>
>>>> Date: Thu, Apr 7, 2022 at 11:37 PM
>>>> Subject: Estimate for branding strategy validation
>>>> To: Tim Thomas <tt@homecareassistance.com>
>>>> Cc: Marie-Catherine Béland <mcbeland@braque.ca>, Timothy Thomas <tthomas@homecareassistance.com>
>>>> 
>>>>  
>>>> 
>>>> Hello Tim,
>>>> 
>>>>  
>>>> 
>>>> I apologize for the lack of sizzle in this estimate for a branding strategy validation project. Nothing fancy nor cute, I hope you will forgive me, I know you wanted to make a decision sooner rather than later about your next brand.
>>>> 
>>>>  
>>>> 
>>>> My new colleague Marie-Catherine will assist me on this project, and she starts next Monday, I think this is great timing. She also happens to have several years of branding experience in the healthcare industry, which I think is even more valuable for your needs.
>>>> 
>>>>  
>>>> 
>>>> I have some time to discuss our proposal tomorrow (Friday) at 2:30 p.m. or next Tuesday at 1 p.m., let me know what works best for you. Next Tuesday offers the added advantage of having Marie-Catherine on the call, so we can get into more detail into the deliverables.
>>>> 
>>>>  
>>>> 
>>>> Looking forward to discuss, have a great day
>>>> 
>>>>  
>>>> 
>>>> Jean-Marc
>>>> 
>>>>  
>>>> 
>>>> Error! Filename not specified.
>>>> 
>>>> Jean-Marc Demers 
>>>> Président-directeur général / President and CEO 
>>>> jmdemers@braque.ca
>>>> 
>>>> T. 514 278 8232 #222 
>>>> C. 514 949 8010 
>>>> F. 514 278 3598
>>>> 
>>>> 19, rue Le Royer Ouest,  #200 
>>>> Montréal (Québec)   H2Y 1W4
>>>> 
>>>> Facebook   Twitter   LinkedIn
>>>> 
>>>> Membre du réseau  Taan Worldwide
>>>> 
>>>> 
>>>> Error! Filename not specified.
>>>> 
>>>> 
>>>> 
>>>>  
>>>> 
>>>> --
>>>> 
>>>>  
>>>> 
>>>> Timothy Thomas
>>>> Head of Canada Division
>>>> Home Care Assistance
>>>> Office: 514-907-5065
>>>> Fax: 514-221-4265
>>>> 
>>>> 4464 Ste Catherine West
>>>> Westmount, QC, H3Z1R7
>>>> HomeCareAssistanceMontreal.ca
>>>> 
>>>> ---
>>>> 
>>>> Read Our Testimonials
>>>> 
>>>> We Are Hiring!
>>>> 
>>>> Error! Filename not specified.
>>>> 
>>>> Champions of Longevity
>>>> 
>>>>  
>>>> 
>>>> 
>>>> 
>>>>  
>>>> 
>>>> --
>>>> 
>>>>  
>>>> 
>>>> Timothy Thomas
>>>> Head of Canada Division
>>>> Home Care Assistance
>>>> Office: 514-907-5065
>>>> Fax: 514-221-4265
>>>> 
>>>> 4464 Ste Catherine West
>>>> Westmount, QC, H3Z1R7
>>>> HomeCareAssistanceMontreal.ca
>>>> 
>>>> ---
>>>> 
>>>> Read Our Testimonials
>>>> 
>>>> We Are Hiring!
>>>> 
>>>> 
>>>> 
>>>> Champions of Longevity
>>>> 
>>>>  
>>>> 
>>> 
>>> 
>>> -- 
>>> 
>>> Timothy Thomas
>>> Head of Canada Division
>>> Home Care Assistance
>>> Office: 514-907-5065
>>> Fax: 514-221-4265
>>> 4464 Ste Catherine West
>>> Westmount, QC, H3Z1R7
>>> HomeCareAssistanceMontreal.ca
>>> ---
>>> Read Our Testimonials
>>> We Are Hiring!
>>> 
>>> 
>>> Champions of Longevity
>> 
>> 
>> -- 
>> Nina Kani
>> General Counsel and Chief Compliance Officer
>> Please note my email has changed:
>> nkani@thekey.com
>> 650-416-1496
>> TheKey.com
>>  
> 
> 
> -- 
> Tim Thomas
> Head of Canada Division
> Please note my email has changed:
> tt@TheKey.com
> (514) 591-9387
> TheKey.com