Branding on a Budget Public Health Communications Webinar Series - - PowerPoint PPT Presentation

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branding on a budget
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Branding on a Budget Public Health Communications Webinar Series - - PowerPoint PPT Presentation

Dec 15, 2022 37 likes •633 views

Branding on a Budget Public Health Communications Webinar Series June 17, 2019 Webinar Objectives Understand the importance of a strong brand Discuss basic principles of branding and tips for defining your brand Share recommendations

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Branding on a Budget

Public Health Communications Webinar Series

June 17, 2019

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Webinar Objectives

  • Understand the importance of a strong brand
  • Discuss basic principles of branding and tips for defining

your brand

  • Share recommendations for how best to normalize use of

brand among health department staff

  • Outline the elements of a brand roll-out
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Agenda

  • Branding 101
  • Kara Basabe, Senior Art Director, Burness Communications
  • Case Study: South Carolina Department of Health &

Environmental Control

  • Brian Conner, MPH, Immunization Outreach Coordinator, Division of

Immunization

  • Case Study: Snohomish Health District (WA)
  • Heather Thomas, MA, MPA, Public & Government Affairs Manager
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  • Senior Art Director at Burness
  • Has advised nonprofits and private-sector
  • rganizations on branding and identity for 10+

years

Kara Basabe

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  • Goals
  • Branding Basics (10 minutes)
  • How to Define Your Brand (15 minutes)
  • Rolling Out a New Brand (10 minutes)
  • Case Studies (20 minutes)
  • Q&A (15 mins)

Agenda

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Our goal for today’s session

  • Understand what a brand is, why it matters, and how you can define

your own brand on a budget

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Branding Basics

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What is a brand?

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Definition of a brand

A brand is more than just a logo.

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A brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends to be recognized.

Source: Interbrand

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  • Establishes credibility and trust
  • Critical to creating partnerships with your audiences
  • Grounds an organization in a common set of values and a

way to express them

Why does branding matter?

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Elements of a brand

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  • Mission statement

Our unwavering mission is to help extraordinary people tell their stories for the good of the world.

  • Values

Elements of a brand

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  • Brand Persona and Promise

We are impatient for action—for impact sooner than later—to confront poverty and improve health. We are seasoned communicators who help drive change.

Elements of a brand

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  • Visual expressions

Elements of a brand

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How to Define a Brand

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  • 1. Form a Brand Committee
  • 2. Discovery and research phase

a.

Collecting information from key partners (internal and external) via online survey/questionnaire or interviews

b.

Meeting with Brand Committee to analyze/distill answers and research

How to Define a Brand

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How to Define a Brand

  • 3. Draft a brand strategy document

a.

Findings from discovery phase compiled into a brand strategy

  • 4. Visual Identity

a.

Hiring a designer (firm, freelance, in-house)

b.

Logo concepts, supportive assets, style guide

c.

Brand Guidelines Document

i.

Includes both brand messaging and visual identity components

ii.

A “How to use this guide” section

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How to Define a Brand

  • 5. Getting buy-in from internal staff

a.

Transparency: Include them in this process!

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Rolling Out a New Brand

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  • 1. Audit of existing products
  • 2. Prepare external communications prior to rollout

a.

Stationery (e.g., letterhead, business cards)

b.

Publications (e.g., brochures, factsheets, etc)

c.

Website (update with new identity, messaging,

  • r redesign)

d.

Social media images (e.g. profile photos and banners)

Rolling Out a New Brand

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  • 3. Distribution of Brand Guidelines Document to all staff
  • 4. Prepare a “Why” statement

a.

Why we did this, why it’s important

  • 5. Announcement Event for Staff and Partners (optional)

a.

Consider internal swag for staff: buttons, pins, branded notepads

  • 6. Email campaign, blog post

a.

“Why” statement can form foundation

Rolling Out a New Brand

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Case Studies

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Case Study: School Flu Toolkit

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The Background

2017 presented an opportunity to improve messaging.

  • School flu vaccination clinics

Issues:

  • Inconsistent Resources
  • Outdated Resources
  • Requests for materials from the Regional Nursing Staff
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The Approach

Important Considerations:

  • Asset Mapping
  • Relationship Building
  • Collective Impact
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Goals Target Demo/Area Resource Needs Budget Needs Timeline Success Measures

The Process

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03 The Rollout

  • Shared the Resource with Lead School Nurse Consultant
  • Shared with our Regional Staff
  • Shared with the Department of Education
  • Engaged Other Stakeholders
  • South Carolina Immunization Coalition
  • South Carolina Adolescent Immunization Task Force
  • SC Hospital Association
  • Local Health Departments
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Brian Conner Immunization Outreach Coordinator Office: (803) 898-0821 Fax: (803) 898-0326 connermb@dhec.sc.gov

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Bran Branding on a B ding on a Budg udget et:

How Pu w Publ blic ic Hea Health lth Ca Can W n Work with

  • rk with P

Par artn tner ers s

  • n
  • n Sha

Shared Init red Initia iativ tives es or

  • r Camp

Campai aign gns

June 2019

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Where is Snohomish County?

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Opioid-Related Deaths by Type

78 82 100 103 83 145 111 94 99 96 90 100 124 26 20 40 60 80 100 120 140 160 180 200 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Snohomish County, 2006-2019*

(*2018 & 2019 data is preliminary as of 5/1/19) All Drugs Heroin Rx Opioids Synthetic Opioids All Opioids
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Rewind: Houston, We Have a Problem

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Developing a Road Show

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And Then…

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Voila! A One-Stop Resource Portal

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  • The Snohomish County Opioid

Response MAC Group began meeting in late-summer 2017

  • Pushed HARD for Snohomish

Overdose Prevention to be the common website/platform

  • Officially launched on November 20,

2017

  • Agency representatives meet

bi-weekly (Mondays)

  • Activation extended by County

Executive for 2019

Lots of Cooks in the Kitchen…LOTS!

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  • Break down silos
  • Increase efficiencies
  • Maximize limited resources
  • Identify common message and education opportunities
  • Create awareness of the scope of the problem

A Need for Collaboration

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A Shared Social Media Platform

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Cohesive Branding

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Coordinated Press Releases/Media

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Inside the 7-day “Point in Time” Count

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Inside the 7-day “Point in Time” Count

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Resource Guide: 10 Things to Know

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The “10 Things to Know” Campaign

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Community Outreach Events

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Pocket Resource Guides

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Shared (and Informed) Messaging

Addiction A moral failing Solution: incarceration Addicts Substance Use Disorder A disease Solutions: treatment, prevention Julia, Chandell, Hallie, Monte

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BONUS!

Sneak peeks at a couple of other examples

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National Prevention Week

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Public Health is Essential

publichealthisessential.org

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contact information

For more info, please contact: Hea eather ther Thoma mas HThomas@snohd.org 425.339.8688

thank you

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Q&A

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Thank You