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Senior Leader Branding Presentation

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Lacie Westcott

on 8 July 2016

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Transcript of Senior Leader Branding Presentation

20
PMHC
TOP
Marketing Plan Overview
The 3 year marketing plan was created based on goals set by the Board of Directors and Senior Leadership as described in the Strategic Plan for Phelps Memorial.
a key element lies within each member of the team and understanding the role they play in building and supporting the Phelps Memorial brand.
Brand Ambassadors
Needed
Create Brand Ambassadors
"Do what you do so well that they will want to come back again and bring their friends."
~Walt Disney
Marketing Plan -- Overall Theme
To target the right audience, with the right message, at the right time, in the most efficient and cost effective way possible.
Major Objectives -- Strategic Plan
Market our patient-centered culture with an emphasis on the Phelps Memorial Team.
The "Ultimate" Goal
2014-2017 Marketing Plan
Phelps Memorial Health Center
Who is the "Face of Phelps"?
All Team Members
Board of Directors
Medical Staff
Volunteers
Students
Clergy
Actions outside of work reflect on our brand (both positive and negative).
"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
~John D. Rockefeller
2014 - Major Actions Taken
-Analyzed existing advertising communications
-Identified key target audience(s) and market(s)
-Shifted funds to better reach target audience(s)
-Began the process of (re)Branding
"It doesn't matter how good the choir is. If everyone is singing from different song sheets - its just noise!"
~Larry Checco, Branding Bytes
What is our greatest asset?
Quality Strategy -- Continue Cultivating Team Culture
Our Team!!
Who are our "brand ambassadors"?
Our Team!!
Who has the power to influence patient satisfaction?
Our Team!!
-To Recapture Market Share
Growth Strategy
Encourage higher education and training
-Strengthen Community Satisfaction with Services and Become a Greater Service to the South and West
Create "Brand Ambassadors"
-Physician Recruitment - Optimize our Environment to Attract Quality Physicians
Increase Awareness of OB Services
Continue to be the "first-choice" for orthopedic services
"No matter what your product is, you are ultimately in the education business."
~Robert G. Allen
Target high quality, experienced teammates
Create a student recruitment program
Branding Strategy -- Creating "Brand Ambassadors"
"A brand is a living entity -- it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
~Michael Eisner, Disney Chief Executive Officer
-What are the elements of a successful brand?
an image that is easily recognizable
consistent communication
proper implementation
continued maintenance
-What is branding?
communication functions and actions that create
intangible aspects
of a brand that make an experience memorable and meaningful --
it is our point of differentiation
Branding Strategy -- Creating "Brand Ambassadors"
"A brand is a living entity -- it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
~Michael Eisner, Disney Chief Executive Officer
-A Brand Community -- a group of people devoted to a brand
Shouldn't every member of the team be a strong brand advocate? If not, why are they on the team?
-How important is it to have a brand strategy?
Effective brand communication determines the viability and contributes to the integrity of, and trust in, a brand.
Apple
Google
Harley Davidson
-What does this lead to?
Brand Loyalty (Internal and External)
Disney
Coca-Cola
(Internal)
Branding Strategy -- Competitive Advantage
"Success means never letting the competition define you."
~Tom Chappell, Tom's of Maine
-What is our Competitive Advantage?
What can we do that our competition can never duplicate?
Our Team is
(External)
Branding Strategy -- Identity vs. Image
"Success means never letting the competition define you."
~Tom Chappell, Tom's of Maine
-What is our Brand Identity?
The recognizable elements of a brand that trigger a memory.
Logo
Color-Scheme
Fonts/Cases
Design Elements (language/images/graphics)
Branding Strategy -- External Communications
"Do what you do so well that they will want to come back again and bring their friends."
~Walt Disney
-What is our Brand Position?
What position do we hold in the minds of our consumers?
Positioning Statement -- our "elevator speech"
How do we position ourselves to stand out from the competition?
The Phelps Memorial Team is
passionate
about delivering a multitude of
high quality
healthcare services and support to our friends and neighbors,
right here
in their own backyard.
-What key words and association do we want to own in the minds of our target audience?
Healthcare.
Right Here.
-What is our Brand Image?
The mental image that holds associations in the minds of our target audience.
What does our target audience think of us?
Brand Promise vs. Brand Personality
-Brand Promise -- the value of a brand lies in the promise it makes.
What promise do we consistently make?
Exceptional Quality.
Compassionate Care.
Right Here.
-Brand Personality -- elements of a brand that make it human.
Does our communication match our personality?
"A brand is a living entity -- it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
~Michael Eisner, Disney Chief Executive Officer
Branding Benefits --
-Brand Benefits -- there are three
Rational ( ) -- toilet paper, bedding, food, water, shelter
Sensory ( ) -- soft/warm bedding, soft toilet paper, satisfying food, cold water, quiet/clean/private shelter
vs.
Emotional ( ) -- imagine the life you've always dreamed about...Phelps Memorial can help you get there.
Grandma Jo doesn't need a new hip, she wants the freedom to pick-up and play with her grand kids!
Joe doesn't need a new knee, he wants the freedom to play basketball with his son in the driveway!
Tyler doesn't need his shoulder fixed, he wants to be back out on the field tomorrow!
Sheila doesn't need a place to have her baby, she wants five-star service with a smile...and all the comforts of home!
Communication Strategy -- Market vs. Audience
-Who is our target market?
-- who we want to put in the bed.
-- who we want to have on our team.
Natalie doesn't just need a paycheck, she wants to know she is a part something greater!
-Who is our target audience?
-- who is the main influence of the person going into the bed?
-- who do we want to have on our team?
Obstetrics Audience
women ages 25-34,
residing in our PSA and SSA,
who are married,
hold interest in family planning, are
self-focused
and
conduct thorough research prior to making a final decision
,
during the research phase, they consider CHI Good Sam and Phelps Memorial,
they ultimately choose Phelps Memorial because they know the friendly faces of our team and can be close to family.
Communication Strategy -- Target Audience(s)
Team Recruitment Audience (clinical)
women ages 25-34,
residing in Nebraska and Kansas,
who are married,
are family- and career-oriented, and seek a rural-living lifestyle,
during the research phase
, they consider CHI Good Sam Kearney Regional and Lexington Regional,
they ultimately choose Phelps Memorial because of our patient diversity, modern facility and progressive technology, and our
supportive team culture
.
Communication Strategy -- Target Audience(s)
Orthopedic Sports Medicine -- Patient Demographics
athletes (both male and female)
ages 18-24, 25-34, 35-44, 45-54
new sports-related injuries (high school and college)
existing sports-related injuries
Communication Strategy -- Orthopedic Market(s)
General Orthopedics -- Patient Demographics
male and female
ages 55-64, 65+
with private insurance coverage
Orthopedic Spine -- Patient Demographics
male and female
ages 35-44, 45-54, 55-64, 65+
with private insurance coverage
Orthopedic Target Audience (all lines)
women ages 45-54,
residing in our PSA and SSA,
who are married with families
are interested in athletics, family wellness and have a desire to be (
or have their family member be
) pain-free.
during the research phase, they consider CHI Good Sam and surgery centers in Kearney, Lincoln and Omaha,
they ultimately choose Phelps Memorial because they know the friendly faces of our team and can be close to family.
Communication Strategy -- Target Audience(s)
Integrated Media Communications -- the Marketing Mix
Digital Marketing
- drive website conversions, strengthen our brand by fostering a "relationship" with our audience.
Integrated Media Communications -- the Marketing Mix
In-House Marketing

- to foster "Brand Ambassadors"
Digital Boards
STAT Report
Conduct Team "branding sessions"
Traditional Marketing

- to reach the 35+ audience
Television

- targeting specific programming/days/times
Radio

- running weekdays 6a-7p
Print
- to remain in the good graces of local editors
Event Marketing
Career Fairs
- targeting colleges with nursing programs
Health Fair
Educational Events
Cause Marketing

- "awareness" advertising, primarily print and social media
Based on the segmented audience(s) identified, the following communication channels have been selected on the demographics and psychographics of their audience.
The digital marketing strategy is designed to target the younger audience(s). Communication is 2-way, conversational, trustworthy, what's in it for me?, NO sales pitches allowed.
Successful brands focus on what their target audience
WANTS
, not what they
NEED
. How? By
SHOWING
them that their dreams can become reality.
"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
~John D. Rockefeller
portrays human qualities
If we are successful in "doing what we do so well that they will come back again and bring their friends", then we have created Brand Loyalty...and will be well on our way in reaching the ultimate goal of becoming a Top 20 Hospital...
Caregiver
Regular Joe/Jane
Lover
Social Media
- "to join in on the conversation"
Facebook
- prime spot to find the OB audience
YouTube
- feature video communication
LinkedIn
- recruitment tool for healthcare professionals
CEO Blog
- to educate "
Brand Ambassadors
"
Location-Based Marketing
- in research phase
Mobile Application
vs.
Network Geofencing
Real-Time Surveys
Health and wellness educational tool
Website Development
Additional Features
- on exit survey, site search option, improved mobile site, add social media chicklets, search engine optimization/marketing
Internet Radio
- Pandora
"Right Here".
Full transcript