Database company MCH rebranded as MCH Strategic Data on June 28.
The business-to-business company’s goal is to emphasize that it offers more than traditional mailing services, said John Hood, its president.
“Institutional data is an added dimension to our business that we’ve been compiling for years,” he said. “We’re trying to get an identity that reflects what we’re about now, and we want recognition within the market that business-to-institution [marketing] is an important subset of b-to-b.”
The move is the company’s second rebranding in a decade, having transitioned from Mailings Clearing House to MCH in 2001 when its former name became irrelevant and confusing, said Kirk Chritton, director of marketing at the company.
“The institutional marketing place is where MCH Strategic Data focuses,” Chritton explained. “Schools, hospitals, churches, city hall — those things are very different than businesses, and marketers need to have different strategic approaches in that space than in traditional b-to-b marketing.”
Recent digital additions to the company’s offerings include Channel_e, an e-mail service for hospital and school personnel, and a partnership with edWeb.net, a social networking site for educators.
Several other agencies have rebranded this year: Catalyst Direct became Catalyst, while Rodale Custom Publishing became Rodale Custom Content & Marketing. Late last year, Haggin Marketing combined its business units and rebranded as SolutionSet.