·
sga3p Rebrand
·
sga3p Rebrand
Internal Naming Review · Growth Department
Naming, positioning, and module architecture for SGA's internal Growth Department platform at app.sga3p.com.
Formal name: SGA Growth Hub. Conversational shorthand: "the Hub." URL stays: app.sga3p.com for now — redirect to a naming-aligned domain (e.g. growthhub.sgadental.com) is available later once leadership decides.
Growth Hub wins the scorecard on every audience-adoption axis. It's instantly understood by office managers, doctors, and executives with zero training; it maps cleanly to the Growth Department; it's short enough to say in conversation ("check the Hub"); and it scales to hold future workstreams without renaming.
Marketing Library → Growth Library. The department is Growth, not Marketing — the module label should match.
Content Studio → Brand Builder. "Content Studio" collides with The Studio, SGA's internal creative team, and will cause routine "send that to Studio" ambiguity. Brand Builder aligns with the existing app.sga3p.com/brand module.
An earlier version of this review flagged a collision with "SGA Growth Hub" at sga-growth.dev. That was internal shorthand only — no formal product name exists on that site — so it is not a blocker. See slide 3 for how the overlap is resolved.
sga-growth.dev — the Cloudflare-hosted Growth deliverables site — has been referred to internally as "the Hub" in day-to-day conversation. Naming the internal platform "SGA Growth Hub" raised a short-term overlap risk. Leadership has cleared it.
| Name / shorthand | Product | Where it lives | Status |
|---|---|---|---|
| SGA Growth Hub | Internal Growth Department platform | app.sga3p.com |
Formal product name going forward |
| "the hub" (informal) | Growth deliverables site | sga-growth.dev |
Shorthand retires — refer to as "the Growth Site" or "sga-growth.dev" |
sga-growth.dev vs app.sga3p.comapp.sga3p.com today — no rename needed to launchgrowthhub.sgadental.com, hub.sgadental.com, etc.)Scored 1–5 on axes with defined anchors. Higher = better. Collision Safety is inverted so higher = safer. Tiebreaker: adoption by office managers first, since they are the largest and least-technical audience.
| Candidate | Comprehension | Scope | Conversational | Collision Safety | Total |
|---|---|---|---|---|---|
| SGA Growth Hub (recommended) | 5 | 4 | 5 | 4 | 18 |
| sga3p | 2 | 5 | 5 | 5 | 17 |
| SGA Growth Platform | 4 | 5 | 3 | 5 | 17 |
| SGA Toolbox | 5 | 3 | 5 | 5 | 18* |
| SGA Growth OS | 3 | 5 | 3 | 5 | 16 |
| SGA Marketing Hub | 5 | 2 | 4 | 3 | 14 |
| SGA Central | 3 | 5 | 3 | 3 | 14 |
| SGA Connect | 2 | 4 | 3 | 4 | 13 |
| SGA One | 1 | 5 | 2 | 5 | 13 |
*Toolbox scores highest raw but fails the tiebreaker: it undersells a system becoming the operational source of truth (Tasks API, practice snapshots, brand system). "Toolbox" implies a drawer of utilities; the platform is a home of record.
app.sga3p.com — unchanged for launchgrowthhub.sgadental.com, hub.sgadental.com, etc.) once IT + leadership decide"I'll pull it up in the Hub."
"That lives in SGA Growth Hub."
"Check the Waiting on Office view in the Hub."
The Studio (creative team) · Growth Manager (role) · SGA Central (unbuilt intranet) · Pilot-10 (program). The "the hub" shorthand for sga-growth.dev retires cleanly — see slide 3.
| Proposed | Recommended | Purpose | Reason for change |
|---|---|---|---|
| Tasks | Tasks | Requests, projects, assignments, follow-through | Keep. Clear and universal. |
| Marketing Library | Growth Library | Playbooks, templates, processes, SOPs | Department is Growth, not Marketing — consistency. |
| Practice Profiles | Practice Profiles | Per-practice source of truth | Keep. Exact and expected. |
| Content Studio | Brand Builder | Self-serve brand-compliant graphics + content | Collides with The Studio (creative team). Brand Builder aligns with existing /brand module. |
| Reports | Reports | Marketing, spend, patient acquisition, performance | Keep. Office managers expect the word "Reports." |
| Admin | Admin | Users, data, integrations, settings | Keep. |
Two-word max, noun-based, no cutesy verbs. Every label works in the sentence "Open ___" and in a nav pill.
"The Growth Hub is where you update your practice info, submit marketing requests, and grab brand-compliant graphics for your office."
"The Growth Hub is the platform SGA's Growth Department uses to run marketing and growth for your practice. Check Reports to see what's driving new patients."
"The Growth Hub is our operating platform — Tasks, Growth Library, Practice Profiles, Brand Builder, and Reports, all in one place. It replaces the scattered docs, sheets, and folders."
"The Growth Hub is the Growth Department's platform of record — one system covering practice-level work across all 260 offices, with reporting and admin built in."
When criteria conflict, optimize for adoption by office managers first — they are the largest and least-technical audience. Every explanation above is under 2 sentences and requires no training.
sga-growth.dev. Substitute "the Growth Site" or just the URL. Give it a couple of weeks of gentle correction and the ambiguity fades.app.sga3p.com — redirect to a name-aligned domain later if desired. Not a launch blocker.Reject any name that: (a) collides with an existing SGA team, role, or product; (b) requires more than 6 words to explain; (c) would need to change if Culture OS is folded in; (d) sounds like a company-wide intranet.
SGA Growth Hub.
The Growth Department's home.
One place to run tasks, find resources, maintain practice information, build brand-compliant content, and track performance — for every SGA practice.
Manage requests, projects, and follow-through across practices and teams.
Playbooks, templates, processes, and SOPs from the Growth Department.
The source of truth for every SGA practice — maintained by office managers, used by everyone.
Create on-brand graphics and content, ready for any practice.
Track marketing spend, patient acquisition, and practice performance.
Manage users, data, integrations, and platform settings.
The scorecard's top two candidates, side by side. Both are strong — the tiebreaker is which audience you optimize for.
Optimize for the largest, least-technical audience — office managers. "The Growth Hub" is understood on first read; "sga3p" needs an explanation. Growth Hub wins the tiebreaker and the recommendation.
SGA Growth Hub formal, the Hub shorthand. URL stays app.sga3p.com for launch; redirect optional later. Rename Content Studio → Brand Builder and Marketing Library → Growth Library. Ship one universal homepage. Ready for build.
Flag any module label or copy line to revise. Formal name (SGA Growth Hub) and module renames (Brand Builder, Growth Library) are load-bearing — modifying them re-opens the collision and clarity questions from earlier drafts.
See slide 10 for the head-to-head. Choosing sga3p trades adoption speed for URL alignment and zero-collision insurance. State the reason so the next round starts from a stronger anchor.
The internal Growth Department platform at app.sga3p.com should be branded as SGA Growth Hub. It's the most understandable name for the largest audience — office managers across 260 practices — and it scales to hold whatever the platform grows into. The URL can catch up to the name whenever leadership is ready.