Translational Research Institute and Shareholder Co-branding Policy

Transcription

1 Translational Research Institute and Shareholder Co-branding Policy

2 Date Status By whom 11 September 2012 Prepared Julie Milton Communications and Marketing Director 20 September 2012 Approved TRI Board 1 January 2013 Commenced 9 November 2015 Updated 27 November 2015 Approved TRI Board Louise Morland Communications and Marketing Director

3 Executive summary This Translational Research Institute (TRI) Branding Policy has been developed to guide the cobranding of the TRI and its shareholders. The intention of the policy is to establish an agreed way of representing and acknowledging TRI and its shareholders in all brand collateral across marketing, communications, research, media, signage, advancement and PR, both in print and online. The objectives of the co-branding policy are to: ensure that TRI and its shareholders meet contractual obligations as outlined in funding agreements increase the visibility and value of TRI and its shareholders with internal and external stakeholders ensure consistency among TRI and the shareholder brands assist the transfer of reciprocal brand equity between TRI and shareholders in a logical, systematic and sustainable way. Pursuant to their TRI Shareholder License Agreement, each of the shareholders has agreed to comply with the TRI Branding Policy. Co-branding benefits and strategy TRI is a collaborative venture between universities, medical research institutes and hospitals that are unified by the vision: to be recognised as a global leader in translational health research; commercialisation resulting in improved health; and workforce readiness. Achievement of this unified vision requires communicating clear brand identity, style and agreed messages. Co-branding demonstrates collaboration, a vital element of innovation and translation. Cobranding TRI and its shareholders also: profiles the collective reputation in innovative medical research and clinical expertise of the shareholders with a focus on commercialisation, an imperative of the Commonwealth and State Governments increases opportunities to profile the work of each shareholder to a global medical and industry audience demonstrates the shareholders participation in a flagship of Australian translational medical research; increasing across-organisation national and international funding and partnership opportunities for each of the shareholders.

4 From the perspective of the original agreements, the four shareholders should be acknowledged as follows: The Translational Research Institute (TRI) has four shareholder organisations: The State of Queensland, represented by Queensland Health; the Queensland University of Technology (QUT); The University of Queensland (UQ); and Mater Medical Research Institute. From the perspective of the original agreements funding agencies should be acknowledged as follows (either with or without the amounts contributed): TRI is supported by a grant from the Australian Government ($140 million); and funding from the Queensland Government ($107 million), Atlantic Philanthropies ($50 million), QUT ($25 million) and UQ ($10 million). The Australian Government funding must be acknowledgement in all publications, promotional and advertising materials, public announcements and activities relating to all research undertaken using the Translational Research Facility and its resources as follows: The Translational Research Institute is supported by a grant from the Australian Government. This is a contractual requirement of the 2007 Commonwealth Funding Agreement which states: 22. ACKNOWLEDGMENT AND PUBLICATIONS 22.1 The Participant must acknowledge the financial support it has received from the Commonwealth in: (a) all publications, promotional and advertising materials, public announcements and activities by it or on its behalf in relation to the Project or any products, processes or inventions developed as a result of the Project; and (b) the form set out in Item M of Schedule 1, and if not set out in Item M of Schedule 1, then in a form approved by the Commonwealth prior to its use. M. ACKNOWLEDGMENT (Clause 22) The Translational Research Institute is supported by a grant from the Australian Government. From a public perspective, taking into account all audiences from collaborators to the general public worldwide, recognition will be built by leveraging off the strongest and most well-known format of the shareholder brands. For this reason, TRI will acknowledge its shareholders as: the Queensland Government s Princess Alexandra Hospital, the Queensland University of Technology, The University of Queensland and Mater Research. This clearly identifies the major strength of combining the intellectual capacity and clinical expertise of two leading universities and two research hospitals.

5 Co-branding application The TRI brand is to appear in conjunction with the shareholders brands on all collateral where the content relates to activities and/or research work specifically carried out within TRI, either by the shareholder collectively, or an individual employed by a shareholder. This includes but is not limited to: print campaigns publications, annual and research reports, banners, newsletters, brochures, flyers online campaigns intra and internet sites, EDM/e-news, social media (Facebook, Twitter, Instagram, LinkedIn) multimedia campaigns podcasts, online video, PowerPoint, digital wall PR/media campaigns media releases, alerts, backgrounders, editorial/feature articles stationery general and customised: business cards, letterhead exhibition material banners, postcards, posters research/technical collateral scientific publications, posters, presentations, white papers, journal articles where research is conducted on-site at TRI using in-situ equipment and resources. If the lead researcher is based the TRI, then the address should be TRI. The exception to this is signage at the TRI facility which will only feature the TRI logo to reduce confusion for visitors and suppliers. 5.1 TRI Communications and Marketing TRI Communications and Marketing is responsible for the: development of an approved format for co-branding on all collateral in consultation with shareholders development and implementation of quality control systems and procedures to support the co-branding integrity of the TRI brand and shareholder brands final approvals of design and TRI logo applications as specified in the TRI Brand Identity Guide liaison with funding entities and organisations, industry associations and representative bodies, and the Australian and Queensland Governments on behalf of TRI and in consultation with shareholders liaison with media agencies (national and international), public relation and communication agencies and representatives, online and print media bureau s and associated entities on behalf of TRI and in consultation with shareholders. For further information please contact Louise Morland, TRI Communications and Marketing Director on ; louise.morland@tri.edu.au