Owensboro Health Brand Architecture Strategy Goals Generate consistent brand recognition of Owensboro Health Help audiences understand the depth and breadth of the system Obtain cost efficiency and exposure of promoting a single brand Develop brand standards to keep communications consistent Foster greater teamwork and reduce leakage Move Away from a Logo for All… …to All for One logo Graphic Standards A guide to applying the new Owensboro Health identity in a clear and consistent manner Signage System The master brand translated to external signage to “dot the landscape” with the Owensboro Health brand Exterior Signage An example of one of the exterior signs for the master brand American Medical Association for Sports Medicine Owensboro Health Identities and Architecture Urgent Care Association Identities and Architecture Holy Cross Health Brand Strategy, Integrated Marketing, Internal Communications Amputation Prevention Centers of America Identities and Architecture, Integrated Marketing, Website Development and SEO Insight Medical Genetics Brand Strategy, Integrated Marketing, Internal Communications Reston Hospital Center Internal Communications Funeral and Memorial Information Council Brand Strategy, Identities and Architecture, Integrated Marketing, Internal Communications Lehigh Valley Health Network Brand Strategy, Identities and Architecture, Integrated Marketing Beebe Healthcare Identities and Architecture North Mississippi Medical Center Brand Strategy, Integrated Marketing, Internal Communications Populytics Brand Strategy, Identities and Architecture Adventist Health Partners Brand Strategy, Integrated Marketing West Georgia Health Brand Strategy, Integrated Marketing, Internal Communications Jefferson Identities and Architecture, Internal Communications Illinois Hospital Association Identities and Architecture Adventist Midwest Health Brand Strategy, Integrated Marketing American Society for Dermatologic Surgery Integrated Marketing Carle Identities and Architecture Holy Cross Hospital Brand Strategy, Identities and Architecture, Integrated Marketing Holy Cross Germantown Hospital Brand Strategy, Integrated...
UCA Urgent Care Association The Challenge UCAOA is recognized as the largest, most notable trade and professional association in urgent care. Through its education, networking, expertise, tools and resources, UCAOA can properly teach startup urgent care centers grow and succeed. Within the last 5 years, the urgent care industry has exploded and is fueled by consumer demands for more convenient, affordable and high-quality care options. Urgent care is no longer a place, rather it is care administered when a patient wants it. At the same time, the market is becoming very competitive with more options coming to the market each day, including retail clinics, convenient care, telemedicine, e-visits, and more. It is not perceived that UCAOA serves beyond the traditional “urgent care” market. Goals Expand reach of UCAOA and create preference of the organization and its providers among consumers and payers Promote benefits and opportunities that UCAOA offers and to help drive volume to conferences and events Using research and information from key stakeholders, Springboard shortened the name to “UCA” with tagline “Your gateway to better,” and a corresponding identity that reflects the market of on-demand medicine. American Medical Association for Sports Medicine Owensboro Health Identities and Architecture Urgent Care Association Identities and Architecture Holy Cross Health Brand Strategy, Integrated Marketing, Internal Communications Amputation Prevention Centers of America Identities and Architecture, Integrated Marketing, Website Development and SEO Insight Medical Genetics Brand Strategy, Integrated Marketing, Internal Communications Reston Hospital Center Internal Communications Funeral and Memorial Information Council Brand Strategy, Identities and Architecture, Integrated Marketing, Internal Communications Lehigh Valley Health Network Brand Strategy, Identities and Architecture, Integrated Marketing Beebe Healthcare Identities and Architecture North Mississippi Medical Center Brand Strategy, Integrated Marketing, Internal Communications Populytics Brand Strategy, Identities and Architecture Adventist Health Partners Brand Strategy, Integrated Marketing West Georgia Health Brand Strategy, Integrated Marketing, Internal Communications Jefferson Identities and Architecture, Internal Communications Illinois Hospital Association Identities and Architecture Adventist Midwest Health Brand Strategy, Integrated Marketing American Society for Dermatologic Surgery Integrated Marketing Carle Identities and Architecture Holy Cross Hospital Brand Strategy, Identities and Architecture, Integrated Marketing Holy Cross Germantown Hospital Brand Strategy, Integrated...
Amputation Prevention Centers of America Situation RestorixHealth came to Springboard with two branding challenges. The first was integrating the recently acquired Amputation Prevention Centers of America brand. This caused a decision to either support it as a separate brand or fold it into RestorixHealth. The second was to align the identities of each to make them “part of the same family.” This initiative rapidly expanded into an opportunity to better position RestorixHealth in the marketplace and the design to tell the story of this larger, more capable, brand that has Amputation Prevention Center inside. Identity We aligned the identities, using the colors and strokes of the RestorixHealth icon to bring the “leaping man” into the family. Web Development To promote their Amputation Prevention Centers of America program, a new consumer-focused website was developed to be the informational hub for consumers seeking care, and will direct partner and providers to information they need to establish an Amputation Prevention Center within their health system or hospital. “Shining New Light” Marketing Kit The initial APC launch focused on establishing awareness in the market of the fact that new options exist for those facing potential limb loss. The campaign, entitled “Shining New Light,” wakes up the market by introducing Amputation Prevention Centers to consumers and physicians. American Medical Association for Sports Medicine Owensboro Health Identities and Architecture Urgent Care Association Identities and Architecture Holy Cross Health Brand Strategy, Integrated Marketing, Internal Communications Amputation Prevention Centers of America Identities and Architecture, Integrated Marketing, Website Development and SEO Insight Medical Genetics Brand Strategy, Integrated Marketing, Internal Communications Reston Hospital Center Internal Communications Funeral and Memorial Information Council Brand Strategy, Identities and Architecture, Integrated Marketing, Internal Communications Lehigh Valley Health Network Brand Strategy, Identities and Architecture, Integrated Marketing Beebe Healthcare Identities and Architecture North Mississippi Medical Center Brand Strategy, Integrated Marketing, Internal Communications Populytics Brand Strategy, Identities and Architecture Adventist Health Partners Brand Strategy, Integrated Marketing West Georgia Health Brand Strategy, Integrated Marketing, Internal Communications Jefferson Identities and Architecture, Internal Communications Illinois Hospital Association Identities and Architecture Adventist Midwest Health Brand Strategy, Integrated Marketing American Society for Dermatologic Surgery Integrated Marketing Carle Identities and Architecture Holy Cross Hospital Brand Strategy, Identities and Architecture, Integrated Marketing Holy Cross Germantown Hospital Brand Strategy, Integrated...
Funeral and Memorial Information Council “Have the Talk of a Lifetime” Death Care and Memorialization Consumer Facing Brand Campaign The Challenge 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. While historically a “need” vs. “want” industry, major economic and cultural trends have forced FAMIC members to re-think how they do business in order to remain financially and socially viable entities. The interaction of today’s consumer with funeral industry professionals has changed dramatically. No longer the “automatic” first point of contact at the time of death, the funeral director and other FAMIC members are often brought in just for disposition of the body and “routine” services/procedures. Instead, consumers are turning to the internet for options and/or looking for guidance from third-party influencers, including clergy, hospice staff, and hospital/long-term care facility personnel. Faced with increasing financial pressure, consumers are also choosing less-expensive after-death options, avoiding costly and often impersonal visitations, funeral services and “memorialization.” This provides a marketing opportunity for this industry, including: The need to discuss memorialization prior to death is key The “conversation” message is absent in the marketplace No one is better prepared or more knowledgeable than a FAMIC member to guide consumers through the memorialization process Objective Raise awareness of the value of memorialization and the notion that “I Mattered” Encourage consumers to start the conversation about memorialization with loved ones Educate consumers about FAMIC members’ unique knowledge and expertise in the industry Help change public perception, attitudes and behavior toward funerals and memorialization Consumer Facing Banner Ad A series of banner ads were developed to drive consumers to Have the Talk of a Lifetime, by having them download a brochure from the landing page. Have the Talk of a Lifetime, Consumer Facing Banner Ad A series of banner ads were developed to drive consumers to Have the Talk of a Lifetime, by having them download a brochure from the landing page. Consumer Facing Landing Page All materials drive consumers to this landing page, where they can learn more about Having the Talk and download a brochure. Have the Talk of a Lifetime, Facebook Like Campaign An ongoing Facebook Like campaign has dramatically increased Have the Talk of a Lifetime’s Facebook presence and reach. Co-Brandable Print Ad Print ads are available for Funeral and Memorial Information Council members to co-brand and run in their local marketplaces to increase consumer engagement and drive people to the Have the Talk of a Lifetime website. Co-Brandable Print Ad Print ads are available for Funeral and Memorial Information Council members to co-brand and run in their local marketplaces to increase consumer engagement and drive people to the Have the Talk of a Lifetime website. Have the Talk of a Lifetime, Co-Brandable Brochure Co-brandable brochure for funeral professionals to distribute, and is also available for download from banner ads and the Have the Talk of a Lifetime website. Have the Talk of a Lifetime, :30 Radio https://www.springboardbrand.com/wp-content/uploads/2015/04/05-HTTOAL-30-Radio.mp3 American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
Lehigh Valley Health Network Health System Identity and Branding Campaign Springboard was hired to preform a comprehensive brand engagement to help Lehigh Valley Health Network strengthen their brand. Like many healthcare organizations, theirs was a “house of brands,” creating what they called “logo soup.” To remedy this, Springboard identified Lehigh Valley Health Network’s unique market position, brand promise and pursued a master brand strategy. This resulted in a new name for the organization, a new logo and a powerful new tagline: A Passion for Better Medicine. The new brand strategy was launched internally through a series of employee forums, a brand book, brand launch video and a graphic standards manual. Externally, the brand was launched at an annual community meeting and through an integrated marketing campaign that included award-winning television, print, radio, outdoor and web/social media campaigns. This master brand strategy, positioning and advertising campaign helped Lehigh Valley Health Network achieve record high awareness, preference and usage – ultimately propelling them to become market share leader. Lehigh Valley Hospital, Cancer Service Line Print Ad Lehigh Valley Hospital, Children’s Emergency Room Billboard Lehigh Valley Hospital, Cardiology Service Line Print Ad Lehigh Valley Health Network American Medical Association for Sports Medicine Owensboro Health Urgent Care Association Holy Cross Health Amputation Prevention Centers of America Insight Medical Genetics Reston Hospital Center Funeral and Memorial Information Council Lehigh Valley Health Network Beebe Healthcare North Mississippi Medical Center Populytics Adventist Health Partners West Georgia Health Jefferson Illinois Hospital Association Adventist Midwest Health American Society for Dermatologic Surgery Carle Holy Cross Hospital Holy Cross Germantown...
