Changing the name of a company is no easy task. Our journey with Orange County Sports Club began when the owner of the club had the desire to broaden his vision for the future and share it with the local community. Our strategy started by coming alongside the owner to help his board focus on the mission statement and rename the company. We then shifted our focus to a press campaign announcing the new name and highlighting the key differentiators of the club. Continuity of the brand was key in all deliverables to aid the public as they adjusted to the new name. Deliverables included: Advertising in local print publications, a new website, digital advertising, a social media marketing strategy, email and direct mail marketing campaigns, and local television spots. Our strategy has continued to evolve over the years including making adjustments to the marketing strategy during the global pandemic and at each stage that followed in its wake.