Ernest R. Pollak had spent years working to make a name for his business.
The small but growing collections company, Windham Professionals, was becoming well known in the industry. But that was all about to change. After 12 years of growth, Pollak and his partner agreed to go their separate ways.
Pollak, co-owner of the operation bought Windham Professionals of Ohio from his partner who was ready to cash out. Pollak plans to to expand his new business. Although the separation was amiable, Pollak agreed that he would be the one to find a new name for his share of the business, while the Windham name remained with his former partner.
“It was a little scary at first, because of the name recognition,” says Pollak, president of the recently christened National Enterprise Systems. Pollak asked himself many times, “What are we going to lose because of that?” before the change became official Nov. 1. “The main focus is that we make our customers understand.”
Knowing the name change might bring confusion and, if handled poorly, could lose him customers, Pollak hired an expert, marketing communications consultant Darlene Violetta. The pair developed a three-month strategy to make the transition as smooth as possible.
Selecting the name
Pollak tried six or seven names, but liked National Enterprise Systems the best. Windham Professionals did business in Ohio, West Virginia, Western Pennsylvania, Michigan, Indiana and Kentucky, but Pollak plans to open additional offices in the West. That required a name that was able to expand with the company.
The first question was whether anyone else was using it. He held three or four backups in reserve, just in case. Luckily, despite the generic nature of the name, no one else was using those words together. Armed with a name, Pollak began work on a new logo.
“The logo design was a lot more stressful than the name change itself,” he says.
Pollak and Violetta reviewed dozens of designs, some with subtle differences and others that were massive overhauls. Once the logo was approved, the company began the task of converting letterhead, business cars and office signage.
Announcing the change
The first to hear about the new name were the employees. Pollak explained the change a month before the rest of the world found out, and gave each worker a paper clip holder with the company’s new logo to help them remember.
“A few weeks before, (the change) we contacted all of our clients,” Pollak says. “Then we sent out letters under my name to each client.”
Customer service representatives were given a script, which included likely customer questions, dictating how they should answer the phone immediately after the change. The script also suggested what reps should say two to three weeks after the announcement. Then, the former name, Windham Professionals, was dropped entirely.
The action plan also included sending post cards and press releases to NES’ clientele. Letters were drafted explaining key dates for suppliers, vendors, key customers, general customers, prospects, trade publications and the local community.
Violetta created a 10-point action plan that explained how each detail of the change should be handled.
Determining the cost
Pollak figures he spent about $25,000 changing the company’s name. He did save money by keeping Windham Professionals as its incorporated name, which means as far as the state and local licenses, and the IRS are concerned, the company is still Windham Professionals. There were also no outdoor signs to replace.
So how has it all worked?
“It’s been great,” Pollak says. “People are happy for us.”
How to reach: Ernest R. Pollak and NES, (216) 663-6300; Darlene S. Violetta, (440) 543-7183
Daniel G. Jacobs ([email protected]) is senior editor at SBN.