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Trajectory branding and marketing agency: healthcare marketing case study for Orlando Health

Orlando Health is one of Florida's most comprehensive private, not-for-profit healthcare networks. Following a national agency search, Trajectory was engaged by (what was named at the time) Orlando Regional HealthCare to rebrand and provide healthcare marketing the organization. Our goal was to align their nine hospitals and 13,000 team members to better compete in the organization's highly competitive and fast growing Central Florida trading areas.

Trajectory’s work included initial internal and external research, brand foundation, portfolio strategy and naming (beginning with name change to Orlando Health), update of all design and collateral elements (starting with new organization and hospital logos) and then transformational organization-wide relaunch. Following the re-branding, we developed multiple (award-winning) integrated health marketing campaigns to strengthen the connection of the Orlando Health family to those of Central Florida.

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Trajectory branding and marketing agency: healthcare marketing case study for Orlando Health

  1. 1. Orlando Health: Branding &Marketing Case Study
  2. 2. New Energy…WHERE WHY HOW WHATHealthcare See & Think In New Energy™ Branding: New Ways Principles - PlatformPersonal Care - Architecture& Beauty Perform Better - Naming - MessagingLeisure & Ignite New GrowthLifestyle Marketing: - AdvertisingConsumer - DesignProducts - Digital (web, mobile, tablet…) - Experiential - Social - Video Buy-In: - educate - inspire - mobilize
  3. 3. Client/Assignment SamplerClient/Business Challenge Deliverables & ResultsArnold Palmer Enterprises: Securing Global companies aligned around approved brand strategy andThe Future positioning, portfolio management roadmap, design execution and guidelines.Eastern Tea (Bromley’s Exotic Tea): New brand concept through to launch of 12 products: +30% sell-in vs. forecastCutting Through In A Crowded Category across food service and specialty channels.Liberty Science Center: Re-Inventing Over-arching brand strategy through to multi-channel marketing; chosen byFor The Future Parents Magazine as one of top 10 science centers in U.S.NFL Consumer Products: Relevancy Three years of new (above forecast) revenue streams through new apparel brandBeyond The Field launches – brand development through to retail, online and integrated campaigns.Palomar (PaloVia Skin Renewing Laser): New (first-of-its-kind) consumer entry; brand vision and positioning, name, logoA First In Personal Care and tagline, packaging, in-store, new e-commerce website, print and social media.Reckitt-Benckiser: A More Dominant Approved portfolio optimization (laundry care); new product ideas for optimizationCompetitor and testing (Chore Boy).Fairmont Hotels: Creating A New New Willowstream Spa brand launch (positioning, naming, branding, offline/onlineDestination presence); now across six continents.Reading Hospital and Medical Center: Various service line campaigns including Women’s Services, Oncology, Cardiac;Driving Engagement & Acquisition each one exceeding website visit, call center and patient acquisition goals.Summit Brands (Appliance Cleaners): Brand, packaging and communications strategy across Appliance CleaningPortfolio Strategy & Optimization Brands portfolio.Sun Chemical: New Brand Launch SMARTColour Brand Color Management System positioning, architecture, logo, design, messaging.
  4. 4. New Energy Principles See In New Ways Marketing Better That Matters Questions NEW ENERGY PRINCIPLES Synchronous Rich Insights Actions Energized Brand Core * Footnote 4Source: Source
  5. 5. ORLANDO HEALTH:A Fabulous Five Year Journey
  6. 6. Backdrop Founded in 1918 One of Floridas most comprehensive private, not-for-profit healthcare networks Serving nearly two million Central Florida residents and 4,500 international visitors annually Eight hospitals, 1780 beds
  7. 7. Goals Re-energize (shared passions, culture) Stronger provider and competitor Sharper focus Future-proof
  8. 8. Objectives Align internal system-wide audiences…brand understanding, commitment, decision-making and actions (execution and protection) More effectively compete in trading areas…strengthening appeal to communities Achieve longer-term strategic and financial growth goals… beginning with re-branding
  9. 9. Journey Strategy & MarketingDiscovery Launch Healthcare 2020 Design CampaignsQual./Quant. Platform Culture New Name Vision & Principles AwarenessLeadership Architecture Practices & StrategicSessions Processes System Questions Naming IntegrationOutside Resources & Tools Diag/Dev/Impl.Industries Messaging Link To Organization-Wide Orlando’s Health 10-Year StrategicCurrent/New Visual Identity Sessions PlanAudiences Board/Leadership Team Member Board ApprovalBoard/Leadership Sessions CommitmentPresentations Demonstration Organization Re-branding Annual Campaigns Strategic Planning
  10. 10. Brand PlatformDriving Ideashorthand distillation of what we ultimately stand forPersonalityhuman characteristics that guide our style and voicePositioningunique space want to occupy in marketplace and with customers OutsidePromisesbenefits (and advantages) providedStory & Ambitionwho we are, what we do, what we believe in, hope to accomplish Inside
  11. 11. Portfolio Strategy Hospital Centers Medical Medical Non-Medical Diversified FoundationsGroupings Driver Of Specialty Sub-Specialties/ Specialty, Businesses Brands Excellence or Dept. Programs Department or & Partner Program Brands primary consumer- consumer-facing; consumer-facing; primarily business, alliance support Description consumer facing; core service lines/ support/relate to internal-facing; or service outside OH/hospitals brands; major strategic depts; drive major medical non-medical core system through fund- gateways focus and volume/revenue service line or dept. specialties or raising & business depts. community growth outreach Orlando Corporate Examples Regional Heart & Vascular Neurosciences Stroke Center OH VNA OH Library Medical Institute Foundation Services Center
  12. 12. New Logo FamilyReflecting name change from Orlando Regional Healthcare to Orlando Health
  13. 13. PowerPoint Template SystemStationery System System Signature
  14. 14. Collateral System Corporate Web Site
  15. 15. Brand Style Guide Internal Brand Asset Management Site
  16. 16. Brand Launch Book Brand Launch Event Brand Launch Video
  17. 17. Follow-On Integrated Campaigns
  18. 18. Initial Brand Campaign: Print Initial Brand Campaign: Outdoor
  19. 19. Brand Campaign 2: PrintBrand Campaign 2: Outdoor
  20. 20. Brand Campaign 2: Direct Mail Brand Campaign 2: Microsite
  21. 21. Brand Campaign 3: OutdoorBrand Campaign 3: Print
  22. 22. Brand Campaign 3: Facebook Tab Brand Campaign 3: e-scrapbook
  23. 23. A Few Conclusions True top to bottom collaboration between client and agency is the best way (the only way) to truly meet a clients’ ambitious goals. Creatively executing against agreed long-term mission and brand promise makes it easier to know you’re doing the right things and to measure the right things. It also makes the journey more productive as client leadership is already aligned in its brand and business direction.
  24. 24. Trajectory 20 Community Place Morristown NJ 07960 973-292-1400 www.trajectory4brands.comContact: Eric Brody, President 973-292-1400 x201