JourneyCare is the largest nonprofit provider of palliative, supportive and end-of-life care in Illinois. They serve nearly 3,000 adult and pediatric patients and their families each day with an unmatched depth and breadth of expertise, experience and services.
Springboard created a theme and geo-targeted marketing materials to help JourneyCare with its year-end appeal campaign.
VNA Philadelphia is the oldest and largest nonprofit home health, palliative and hospice provider in its region, and one of the most innovative in the nation. They are the home of the only freestanding, nonprofit, inpatient hospice unit in the Philadelphia area and serves more than 5,000 residents each year.
VNA had two separate entities: Visiting Nurse Association of Greater Philadelphia and VNA Hospice of Philadelphia. VNA requested Springboard’s help to establish a unified brand strategy with one identity and architecture across the organization to effectively compete in the region.
Funeral and Memorial Information Council (FAMIC)
The Funeral and Memorial Information Council (FAMIC) is an “association of associations” representing all aspects of the funeral industry, from funeral homes and cremation societies to monument builders and casket makers. FAMIC engaged Springboard to help create a logo/identity for the association that represented their mission to provide direct and open information regarding deathcare and memorialization from the leading associations of service providers and businesses.
National Consumer Engagement Campaign / Member Marketing
Springboard worked with FAMIC to create “Have the Talk of a Lifetime,” a consumer education outreach effort to urge families to talk with loved ones about life, the things that matter most and how they want to be remembered when they die.
The Have the Talk of a Lifetime campaign began as a grassroots campaign. That means that local funeral homes and suppliers throughout the country were provided with marketing tools to share educational materials with consumers in their community.
In order to help create positive momentum for the industry, the marketing tools were developed and distributed to the members via DVD and online. Member participation in the Have the Talk of a Lifetime campaign is helping people in their communities discover unique life stories of the people who matter most to them. These discussions can help families and friends make important decisions about how they wish to remember and honor the lives of their loved ones through meaningful memorialization and understand the important role that funeral professionals (members of FAMIC organizations) play in the memorialization process.
Springboard conducted a series of leadership and key stakeholder interviews to better understand where the brand is today and where they want to go. Key findings included:
- The organization is perceived as a quality-driven, historic institution with a well-regarded academic, clinical and research reputation.
- An integrated and combined enterprise was viewed very positively by customers and seen as instrumental for growth and success.
- Leadership’s vision was to create one highly aligned and consistent enterprise that is a model for excellence and innovation for all things related to health.
Brand Position: Jefferson is thinking (and acting) in an entirely different way; creating innovative ideas and solutions to the way health is researched, taught, practiced, and provided.
Naming Recommendation: Jefferson
Identity recommendation: An update of the current identity to reflect the desired brand position and a master brand strategy reinforces their desired market position and became the exclusive brand in identity architecture and promotional activities.
Tagline recommendation: Health is all we do
- Unifies their mission
- Touches all five divisions; academic, hospital, physician, foundation and innovations
The new Jefferson brand was launched internally on Thomas Jefferson’s birthday, with a series of internal forums that utilized the “One” brand collateral and new brand launch video.
Additional Branding Work
Urgent Care Association (UCA)
The Urgent Care Association of America (UCAOA) is recognized as the largest, most notable trade and professional association in urgent care. Over the past couple of years, the urgent care industry has evolved with consumer demands for more affordable, high-quality and convenience healthcare options. Competition grew as well, with other healthcare options coming to the market each day, including telemedicine, retail clinics, e-visits, and more.
UCAOA challenged Springboard to help expand and broaden the scope of the urgent care industry and to engage
with other providers of “urgent care” through a new identity and tagline.
After research and leadership interview from key stakeholders, Springboard shortened the name to “UCA” with tagline “Your gateway to better” to reflect the market of on-demand medicine.
Holy Cross Hospital
Holy Cross Hospital (HCH) opened the nation’s first Seniors Emergency Center in August 2009. To increase patient satisfaction scores, Springboard was engaged to create a print ad, web banner ad and direct mail piece, and produce :30 radio spots for the HCH Seniors Emergency Center.
The campaign was a success, winning multiple advertising awards and ultimately helping the Senior Emergency Center volume increase.