Event Planner: Jodi Moraru, EVOKE

Florist: EDGE Floral

Décor: Avista Events

Invitations: ModWedding

Calligraphy: Arney Walker Calligraphy

Menu Cards: Sidelines, Mickey Brodey

Lighting: John Farr Lighting

Venue: Four Seasons, Washington, DC

Photographer: Erin Lassahn

Videographer: Thomas Bowen Films

Entertainment: NYX Live

When did you start thinking about a rebrand, and why? Due to the economic crisis that hit hard in 2009, the event industry in Washington–like everywhere else in the country and in countless other industries–was hit hard. Business was down and with that was the realization that clients were particularly attached to “Jodi Moraru.” Although there was an event team in place with seasoned event managers, I was finding that if clients could not contract directly with me as their project manager, they did not want anyone else in the company. Additionally, as I had begun growing the corporate sector of the business, I felt it was time to give the company a more corporate presence. [The rebrand launched to the media in 2010.]

This is my first and only rebrand. I think it’s important when making the decision to rebrand that it is done in a way that will stand the test of time, through change, growth and expansion.

What elements have been rebranded? The elements of the rebrand were several-fold:

• Hiring of a PR/marketing/graphics firm–great decision!
• Name change to EVOKE
• Logo
• Tagline “unique yet timeless”
• Clear and consistent messaging carried throughout
• Redesign of website
• Launch party
• Full-out social media effort: Facebook, Twitter, LinkedIn, Pinterest, blog

Why was the rebrand essential?The rebrand was essential for growth. EVOKE was started, 14 years ago, as a single person—me—planning social events. The company has grown into a team of five full-time (and still growing), along with subcontractors as needed, who now produce both social and corporate events of all sorts, both locally and nationally.

What other forces led to the rebrand? Aside from the economic issues that were the impetus for the initial stage of rebranding, I and EVOKE both have had personal and professional growth and growth opportunities over the last two years. This comes from the building of the team, which brings a variety of talents, strengths and relationships that allow for support and continued growth. At a certain point I realized that although EVOKE is my company, it is not about me anymore.

How has the rebrand paid off? The rebrand has paid off in spades. Our business has grown considerably over the last two years in both the corporate and social sectors. EVOKE has opportunities now that we did not have two years ago. Our work ethic, professionalism, creativity and logistical ability to create outstanding events are what they always have been; however, there was a shift in the mindset of colleagues, vendors, etc., once the rebrand happened. We are now seen as a top player in the event industry.

Did the rebrand caused any ripples with existing clients? Clients have responded favorably to the rebrand on both the social and corporate side. Because of this, my team has grown over the last two years. When approaching any event from a team standpoint, there is a lot more comfort and credibility.

Was it expensive to rebrand? It was expensive, I will not lie. I am still paying back the loans on the rebrand. (And I am almost done –and it only took two years.) But the reward and growth has been well worth it and very exciting as well. I believe you have to spend money to make money.

Additionally, because we’ve more than doubled the EVOKE team in the last year, I took this home-based business into an exciting office space in September. We are now all together, working towards common growth goals, with daily support and interaction. Our conference room allows for client meetings, which only add to the level of professionalism.

What should those contemplating a rebrand keep in mind? As a business owner, and I am sure many business owners will understand this, if you want to grow and to be progressive, you must be willing to take risks. Managing a team brings its own set of challenges but with a great team there are great rewards. I want EVOKE to succeed and the individuals who are part of my team to succeed and be happy. That is critical to me.

One example of an interesting opportunity we decided to take advantage of was that we just co-hosted a social media seminar for local industry colleagues of ours. We realized that people are absolutely apoplectic about social media. Unless you are in your early 20s, social media is overwhelming and daunting. It was met with great success.

What made us do this? Well, as part of the rebranding, as I stated earlier, social media came into play, and we’ve seen the rewards from effective social media and wanted to share with our colleagues the information, tools and benefits. The more successful we are and the more opportunities we have to produce events of all natures, the more successful we can help our industry be.

Photographed by Kip Dawkins

Some EVOKE tips included:

EVOKE’s tip: “We suggest booking room blocks in at least two hotels to give your guests options,” says Tavares.

EVOKE’s tip: “Be sure to book a photographer and videographer you have a connection with,” says Tavares.

EVOKE’s tip: “Decide if you’ll be providing transportation for out-of-town guests,” says Tavares. “If so, be sure to include it on the invitation.”

EVOKE’s tip: “We suggest each speech being less than five minutes,” says Tavares.

EVOKE’s tip: “We truly recommend having a planner for at least the day of your wedding. That way, you can truly relax,” says Tavares.

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