At JLV Communications, we love to make a difference. So when the Virginia Council on Problem Gambling (VCPG) approached us with a mission to modernize their image and amplify their reach, we couldn’t wait to get started. VCPG is dedicated to improving the well-being of Virginians affected by problem gambling, and their helpline is a lifeline for individuals and families seeking support. But with Virginia’s recent gambling expansion, including new casinos and legalized online sports betting, VCPG needed a bold new look and strategy to match the changing landscape.
Here’s how we partnered with VCPG to refresh their brand, boost awareness, and drive meaningful results.
Unpacking the Problem: Where VCPG Started
VCPG’s original branding was a decade old, and it showed. Their logo and website were outdated, student-designed, and lacked the polish needed to stand out. The organization’s acronym (VACPG) was clunky and forgettable, creating confusion rather than clarity. Social media was underutilized, newsletters didn’t exist, and their annual report needed a visual and structural upgrade.
Despite these challenges, VCPG had one major asset: Dr. Carolyn Hawley. Already recognized as a thought leader in problem gambling, Dr. Hawley had laid a solid foundation through media appearances and expertise. But the Council needed a cohesive, modern communications strategy to elevate their work to the next level.
Building the Blueprint: A Fresh Strategy for VCPG
Our approach started with deep research. We conducted a comprehensive communications audit of VCPG’s branding, media presence, website, and social channels. Armed with this data, we worked with VCPG’s leadership to craft a forward-thinking plan to:
Refresh their brand identity with a modernized logo, a new name acronym, and updated brand standards.
Build a user-friendly website to showcase their new image and drive traffic to the helpline.
Strengthen their digital presence with a social media strategy and a new monthly newsletter.
Position Dr. Hawley and VCPG as Virginia’s go-to experts on problem gambling through strategic earned media.
We set ambitious goals: launch the rebrand by January 2022, establish consistent communication channels, and increase helpline usage.
From Vision to Reality: Transforming VCPG
Rebranding an organization with a decade-old identity isn’t a small task, but we were up for it. With a talented team and PR as our cornerstone, here’s what we delivered:
A new logo and acronym: Goodbye, VACPG. Hello,
VCPG! The fresh, streamlined brand name made it easier for stakeholders to remember and connect with the organization.
A sleek new website: We launched a visually engaging, user-friendly website on December 31, 2021 — right on time.
Social media growth: We activated LinkedIn, Twitter, and Facebook with a tailored content plan that significantly boosted engagement.
Consistent newsletters: VCPG went from zero newsletters to a robust monthly publication that grew their subscriber list by over 400%.
Elevated visuals: From annual reports to branded materials, VCPG’s new look now matches the professionalism of their mission.
Earned media wins: From local TEDx talks to opinion columns, we secured 11 placements in 2022, surpassing the original goal of seven.
The Results: Real Impact for VCPG
All these efforts delivered measurable results:
Helpline calls soared: VCPG saw a 56.7% increase in call volume in 2022, with 8,780 calls made. Of these, 860 were Virginians actively seeking help — a 20% increase from the previous year.
Social media flourished: LinkedIn gained 164 followers, Twitter added 64, and Facebook’s engagement rate jumped from 0.88% to an impressive 13.63%.
Newsletters exceeded benchmarks: With a delivery rate of 90% and an open rate consistently above 42%, the newsletter became a key tool for stakeholder engagement.
What VCPG Had to Say
“JLV’s expertise in modernizing the VCPG brand identity has transformed our reputation in Virginia and throughout the U.S. With this solid foundation, we are raising awareness of this hidden addiction and offering the support Virginians need.”
– Dr. Carolyn Hawley, VCPG President
Why This Matters
At JLV Communications, we believe PR is about more than just promoting a brand — it’s about driving meaningful change. By reimagining VCPG’s communications strategy, we helped them reach more people, spark critical conversations, and provide life-changing support to those affected by problem gambling.
Whether you're a nonprofit looking to amplify your voice or an organization ready for a brand refresh, let’s talk. We’re here to help you make an impact.
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