1 / 41

Rite Care Conference September 14, 2012

Creating Awareness Through Your Brand and Your Brand’s Story Mark Bateman Senior Vice President Texas Scottish Rite Hospital for Children. Rite Care Conference September 14, 2012. Agenda. Welcome Overview Brand Idea Tools -Break Advocate TSRHC Storytelling PR Basics -Q & A.

olina
Download Presentation

Rite Care Conference September 14, 2012

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Creating AwarenessThrough Your Brand and Your Brand’s StoryMark BatemanSenior Vice PresidentTexas Scottish Rite Hospital for Children Rite Care Conference September 14, 2012

  2. Agenda • Welcome • Overview • Brand Idea • Tools -Break • Advocate • TSRHC • Storytelling • PR Basics -Q & A

  3. 3,500,000,000 On-line conversations each day* *Forrester

  4. The “New” Normal Environment • Immediacy • Information • Innovation • Technology • Choices • Quality • Value

  5. If Facebook were a country, it would be the fourth largest in the world!* *Millward Brown

  6. Communication: Not Enough To Succeed • Connection • Common ground • Be part of people’s lives • Two - way dialogue = Conversation

  7. Ignite Conversations Brands with the most conversations in their category grow 4x faster than average. - London School of Economics Increasing conversations by 12%, doubles a brand’s growth. - Bain

  8. Power Brands

  9. Igniting A Conversation • Roots • Soul • Essence • Purpose • Reason for being • Core values • Beliefs Starts with a Brand POV. People don’t buy brands, they buy into brands = Brand Idea

  10. Brand Idea A long-term theme that drives the brand at all points of contact…

  11. Brand Idea Informs the total brand experience • Communications • Marketing • Web Site • Call Center • Employees • Products • Services • Culture • Everything

  12. Brand Idea …a contagious idea built from an insight or universal truth that becomes the brand’s organizing principle for all communications

  13. Contagious Ideas • Bold • Compelling • Genuine • Unifying • Personal • Emotional • Active • Engaging • Memorable • Get talked about; Ignite conversations

  14. Contagious ideas that ignite conversations You’re part of the conversation, whether you are managing it or not. Everything you do creates conversation Igniting the conversation grows your business Meaningful conversations start with a brand idea You must talk about something that matters Talk is cheap… What you do for people is more likely to get them talking than what you say you do. Guidelines For Creating…

  15. The Connection Plan Audience Prospect Customer Return Customer Advocate Target & Identify Inform & Interact Influence & Motivate Support & Serve Increase Loyalty

  16. BREAK

  17. The Connection Plan Audience Prospect Customer Return Customer Advocate Target & Identify Inform & Interact Influence & Motivate Support & Serve Increase Loyalty

  18. Advocate Charlsie Doan

  19. Advocate

  20. 2012 KidSwing

  21. “Anything’s Possible Hospital” Brand Elements Since 1921 Caring for Children Charity Pediatric Orthopaedics Expertise; Specialty Doing the Right Thing Culture of Special Care Contagious Expression Can’t to Can Abnormal to Normal Disability to Ability Extraordinary to Ordinary Different to Special Impossible to Possible

  22. TSRHC Brand Idea

  23. TSRHC

  24. Brand Communications Plan GOAL Friendraising and Fundraising STRATEGY Share the story through events and personal touch ACTIONS 200+ events across a range of:  Geographies  Audiences  Themes

  25. Hospital Events

  26. Community Events

  27. Masonic Events

  28. Social Events

  29. Sporting Events

  30. Patient Events

  31. Medical Events

  32. Volunteer Events

  33. Storytelling A good story follows a dramatic arc Opportunity… …Crisis… …Aspiration… …Challenge… …Effort… …Inspiration… …Triumph.

  34. Three Types Of Stories Challenge Connection Creativity

  35. The Challenge Story What hurdles were overcome to develop the best solution? Because of your diagnostics… your unique way of understanding challenges…you were able to uncover an approach that no one else did.

  36. The Connection Story Which seemingly incompatible elements did you bring together for the benefit of the prospect? You were the first/only program to put together these elements and this approach.

  37. The Creativity Story What were the creative insights that drove to your solution? When you discovered the insight you started a journey to develop the inevitable and unquestionably right, solution.

  38. Ownable Differentiating Memorable Engaging Active Positive Hopeful

  39. THANK YOU

More Related