Rite Care Conference September 14, 2012

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

22. “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

23. TSRHC Brand Idea

24. TSRHC

26. 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

27. Hospital Events

28. Community Events

29. Masonic Events

30. Social Events

31. Sporting Events

32. Patient Events

33. Medical Events

34. Volunteer Events

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

36. Three Types Of Stories Challenge Connection Creativity

37. 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.

38. 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.

39. 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.

40. Ownable Differentiating Memorable Engaging Active Positive Hopeful

41. THANK YOU