The Elizabeth Hospice was facing the reality of new and aggressive for-profits entering their service area. Though they had been a highly respected provider in their market, their existing brand, messaging, provider strategies and communication platforms were not strong enough to protect their market share against aggressive and deep pocketed players. The Elizabeth Hospice partnered with Anoroc to refresh and reinvent. After intense research into their unique service area, competition, provider relationships and internal operations, Anoroc developed repositioning tactics. Tactics included a complete brand refresh, positioning messaging, a new way to talk about their organization, logo, slogan, brochures, and website. An internal brand guide was created to train employees as brand ambassadors.