ReAge: Creating a Brand for an Evolving Senior Care Organization

Transcription

1 ReAge: Creating a Brand for an Evolving Senior Care Organization Rachel Joslin Whitehouse, VP Marketing, Communications and Planning Educational Programing Sponsored by: Ruth Stark, Corporate Director, Marketing, Sales and Communications for Senior Living

2 Agenda A little about HSL Why does branding matter? What were HSL s challenges? Our process Our brand Our campaign and rollout On being a Brand Ambassador Lessons learned

3 A national leader in the field of senior care we take pride in the health care, senior living, research and teaching that we provide

4 About Us 8 campuses and communities 2 nd largest non-profit in MA, based on assets 38 th largest employer in MA 2,400 employees with aligned mission, goals and beliefs 700 clinical professionals trained annually $197 million in annual revenue

5 About Our Services About 3,000 seniors served per day: More than 2,000 senior living and LTC residents Almost 1,000 health care patients

6 What is a Brand? It s an idea. It s a promise. It s a relationship. It s an emotional connection. It s a differentiator. It influences choice and decisions.

7 What Does a Good Brand Do? It s All About Emotional Drivers Good Brands connect, resonate with people: Familiarity... evoking personal identification Trust... feeling understood and involved Empowerment... expanding audience s sense of themselves 7

8 Building a Brand Branding Requires Knowing who you are (and who you are not) Building on the past / present, while suggesting the future Understanding your audiences intimately Set the Way Back machine for 2010 Understanding your competition 8

9 Go-to-Market Circa

10 Uncoordinated Brand

11 Pros and Cons of 2010 Approach Pros Flexibility in promoting each offering; drives census Supports short-term, program- and campus-specific fundraising Cons People only know part of HSL they touch Few in public can describe HSL or its scope of work Nurtures sub-brands at the expense of the parent brand Can diminish long-term philanthropy for HSL Frustration that HSL is the best kept secret

12 2010 Brand Positioning Challenge Redefine the Experience of Aging Challenge: Create meaning around master brand in order to elevate the value of all individual brands What We Did: Uncovered a position that breaks through the noise, is unique, captures the essence of the brand, and can orchestrate all supporting brands

13 Go-to-Market circa House of Brands with a Strong Master Brand Elevate the value of all supporting brands Fully align HSL and Development marketing strategies Be more consistent in our brand and sub-brand marketing Be more efficient and effective in marketing spend

14 The Process Year Key Tasks 2010 Benchmark for consumer/professional awareness 2011 RFP and agency selection Competitive assessment and market trends scan Define and develop key elements of our brand Develop a tagline 2012 Develop our marketing campaign Rollout to employees, then to the market 2013 Adapt for business line use 2014 Embed in Development messaging

15 CCRC, Independent Living Assisted Living Community Long-Term Care Post-Acute Care MACU, RSU The Noise Zone Physician-Approved Care Plan Medicare Certified Thought Leadership Senior Supportive Housing Market Rate Investigator-Led NIH-funded

16 The Noise Zone Stimulating Beautiful High Quality Continuum of Care World-class Personalized Active Dignity Warm Comfort Care State-of-the-art Innovative Homelike Engaging Experienced Compassionate

17 What is our Brand? Our brand is our promise It is the emotional and psychological relationship that we have with our residents, patients and their families It is based on the values reflected in HSL s mission

18 The Elements of our Brand HSL Brand Archetype A metaphor for our brand; a cognitive shortcut that conveys our brand s values and attributes by evoking psychological or cultural triggers HSL Brand Position Statement Grounds our brand in the marketplace HSL Elevator Statement A key message set for volunteer leadership

19 Strategic Direction Aging

20 HSL Brand Archetype Hero Strong, competent, powerful champion who is called on by others to take on a difficult, courageous task Exerts mastery in a way that improves the world Defender of those who cannot defend themselves

21 Hebrew SeniorLife Position Statement For all people who believe life can be lived to its fullest through later phases of life Hebrew SeniorLife is an unparalleled provider of communities and health care services for seniors, research into human aging, and education in the provision of geriatric care That is uniquely driven to transform every aspect of the aging experience for the better Because we are rooted in a heritage of honoring our elders, we believe everyone should be empowered to think, dream, and achieve life goals at all phases of life. That belief drives us to provide an unparalleled combination of world-class communities, a full spectrum of health care, rigorous scientific inquiry, and teaching, all of which is dedicated to improving the quality of life for people as they age. 21

22 Our elevator pitch Hebrew SeniorLife is redefining the experience of aging for all seniors in America. We are a national leader in the field of senior care and take pride in the health care, communities, research and teaching that we offer. We are the only senior care organization in the country affiliated with Harvard Medical School. 22

23 We just do one thing Hebrew SeniorLife encompasses a wide variety of places, programs, and services. But at the end of the day we do one thing: Redefine the experience of aging. Our shorthand for that, and the theme of our brand image campaign, is 23

24 HSL Brand Re-Launch Goals Short-term goal Become top-of-mind for people looking for information on aging and aging-related services, with measurable results Position HSL as an organization deserving of philanthropic support Long-term goals Establish HSL as an innovative thinker in the field of aging Increase awareness of HSL among target audiences Establish the HSL brand as a valued and well-respected endorser of the sub-brands Increase employee understanding of the HSL brand 24

25 HSL Brand ReLaunch Campaign Platform There is no one word to describe everything HSL does We have the power to redefine aging We re looking at aging differently reimagining what s possible We want to reflect our past accomplishments as well as our on-going effort to redefine the aging experience Prefix re has broader implications we re rethinking, researching and reshaping the possibilities of aging We need a new word to describe how HSL is redefining the experience of aging 25

26 26

27 A New Tagline 27

28 Master Brand ReLaunch Spring, 2012

29 Master Brand ReLaunch September-December, 2012

30 Microsite

31 Direct Mail

32 Boston Globe Insert

33 Street Banners

34 HSL Blog

35 HSL FaceBook Page

36 Annual Report

37 Donor Newsletter

38 From ReAge to ReAge Health Care March-June 2013

39 Web Banner Advertising

40 ReAge to Referral Sources

41 Bringing ReAge to our Business Units March- December 2013

42 What does it mean to be a Brand Ambassador? Yes, it s true.. It means we are all in marketing Adopt a common language and embrace the consistency Model the Brand Promise through behavior Protect the Brand: monitor quality standards Be an Advocate: communicate effectively and often

43 Lessons Learned Branding your organization is not a project it s a long-term commitment Launching or relaunching your brand takes at least five years The best brands are a true reflection of your corporate culture Messages must be consistent need to make sure everyone says the same thing It s critical to extend the brand message to all levels of the organization For HSL, the visual interpretation of the brand was a key Developing a brand doesn t have to cost a lot of money