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Rebranding Allina Health: An Exploration of Brand Identity in Health Care
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Rebranding Allina Health: An Exploration of Brand Identity in Health Care

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Over the past two years, Allina Health (formerly Allina Hospitals & Clinics) experienced a major change in its brand identity. In this session, you'll learn from Brand Manager Melissa Bergren how ...

Over the past two years, Allina Health (formerly Allina Hospitals & Clinics) experienced a major change in its brand identity. In this session, you'll learn from Brand Manager Melissa Bergren how Allina Health developed and launched the new brand, from research and planning to engaging key stakeholders and launching the new brand both internally and externally. You’ll hear how the marketing and communications team tackled the work and how community engagement played a significant role in bringing the new Allina Health brand to life.

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Rebranding Allina Health: An Exploration of Brand Identity in Health Care Rebranding Allina Health: An Exploration of Brand Identity in Health Care Presentation Transcript

  • Rebranding Allina Health:an exploration of brandidentity in healthcareMelissa BerggrenMay 16, 2013Minnesota Health Strategy and Communications Network - Spring Conference
  • 21. setting the stage2. project goals3. brand development process4. launchlet’s talk rebranding
  • 3where we started
  • (plus many more)
  • 5who we are
  • 6who we serve
  • 7 new name = Allina Health new logo & graphic system make it meaningfulthe assignment
  • 8initial teamSteering CommitteeLeadership TeamKen PaulusExecutive SponsorMelissa BerggrenProject ManagerCampbell EwaldAgencyDavid KanihanProject Owner
  • 9goals
  • 101. create meaning for Allina Healthbrand2. link new brand/meaning withportfolio of component brands3. create visibility and grow equity of allAllina Health brandsproject goals
  • 111. research2. strategy development3. executionthree phases of development
  • 12• evaluate attitudes, perceptions &beliefs• employees, patients andconsumers• understand competitiveperceptions in the marketplacewhat do we stand for?
  • 13defining what we stand forLeaderEmailsStaffFocusGroupsPhysicianFocusGroupsAllEmployeeSurveyPatientSurvey &InterviewsBrandPositioningTestingInsights to informstrategy development
  • 14{confidential}positioning statement
  • 15logodevelopment
  • 16• show something is changing• shift from illness to wellness• short, clear and instantly descriptivewhy a new name?
  • 17
  • 24the work
  • 25execution teamscorepublicrelationsprintinteractivecomm business
  • 26internallaunch
  • 28uniforms
  • See employees sharing the new Allina Health “Our Promise” athttp://www.allinahealth.org/ahs/careers.nsf/page/Why_Allina_Health
  • 31lanyards & badge clips
  • 32identification badges
  • 33externallaunch
  • 34design
  • 40events
  • 44digital
  • Old
  • 54vehicles
  • 58advertising
  • 65community
  • 66Neighborhood Health Connection™• first community eventwith new brand• inviting community toconnect withus, connect withneighbors to increasehealth• launched with printads, microsite, social,media kit
  • • 750+ attendees at kick-off event• 410 applications fromcommunity• 35,000 community membersparticipated
  • 68School Health Connection™• help students and teachers gethealthier• launched with pressconference, print ads, social• 80+ schools submittedapplications - only 10 winners• winners receive:– $10,000 in grant money– teacher trainings– time with an Allina Healthconsulting physician– health fair for the entireschool community– free health screenings forteachers and parents
  • • 4,908 students and629 teachersparticipated as partof the 10 schools• launch of HealthPowered Kids™online program
  • 71Free Bikes 4 Kidz• bike collection at AllinaHealth locations to supportlocal charity• launched with newsrelease, ads andsocial, strong mediacoverage
  • • recruited 800+ volunteersto help collect and cleanbikes• 5,000+ bikes collected forchildren in need
  • 73signage
  • 76final thoughts launched new name infused meaning created alignment increased awareness
  • 77discussion
  • 78thank you!@marketingmamamelissa.berggren@allina.com© 2013 Allina Health