Social Marketing Roundup - Fall 2015
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Social marketing presentation presented at DSHS conference specific to RISE program launch. Fall 2015
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Social Marketing Roundup - Fall 2015
- 1. Social Marketing Roundup A review of agency projects
- 3. Services • Social marketing campaigns, communications plans, brand identity, content strategy • Media inquiries; training • News releases • Risk communications • Article submissions • Television & radio commercials & PSAs • Community calendar listings • Community & general event planning • Web design & updates; training (w/IS) • Intranet updates & Monday Mail; training • Online forms & registrations/surveys • E-commerce (w/IS) • Blogs • Web stats (w/IS) • Training videos (w/IS) • Photography (w/IS) • E- and mobile advertising • Print ads (newspaper, bus, billboard, etc.) • Printed materials • Presentations • Banners, signage • Promotional items • E-blasts & e-news • Forms, charts/graphs, maps, photo editing, printing, laminating, scanning • Building/display signage • Graphic standards • Logo usage/placement • Materials review • Social media requests (Facebook, Twitter, YouTube, etc.); training Social marketing campaigns, communications plans, brand identity, content strategy
- 9. Advertising
- 10. Earned Media
- 11. Process
- 12. Social Marketing Process Campaign Purpose Campaign Focus Target Audience Objective: Desired Behavior Perceived Barriers Perceived Benefits Strategies to Reduce Barriers & Increase Benefits Product Price Place Promotion Evaluation Strategies Input Output Process
- 18. Cultural Segmentation • Culture is a strong dimension of behavior change and is used to enhance individual insight and as a component of predictive models. • Cultural segmentation enables appropriate communications to be crafted to particular cultural communities, which is important for message engagement
- 20. 1. People living in poverty/chronic crisis have a different life experience than those in middle-class or with more resources
- 21. 2. Middle class values/systems are the standard
- 22. 3. Reframe conflicts of communication to conflicts of expectations
- 23. 4. All humans are inclined to socialize and hang out with people who are very similar to themselves.
- 24. 5. Decision fatigue has greater effect on those in poverty/crisis
- 25. 6. There are hidden rules and concepts of the middle class
- 26. 7. What’s My Part? - Bridge the expectation gap
- 27. 8. Written materials will only reach a certain segment of your intended audience.
- 28. 9. Believe in EVERYONE’S ability to learn and grow throughout their lifetime
- 31. SNAP Social Marketing Campaign Reach At-A- Glance Strategies Radio TV Social Media Targeted Digital and Web Targeted (<185% FPL) Impressions, Adults 18+ 11,054,604 Total Direct (General) Impressions, Adults 18+ 20,483,329 Percent of SNAP Eligible- Impressions, Adults 18+ 54%
- 34. Health Impact Model • Interventions focusing on lower levels of the pyramid tend to be more effective because they reach broader segments of society and require less individual effort. • Implementing interventions at each of the levels can achieve the maximum possible sustained public health benefit Frieden, Thomas R. “A Framework for Public Health Action: The Health Impact Pyramid.” American Journal of Public Health 100.4 (2010): 590–595. PMC. Web. 24 Mar. 2015.
- 36. Counseling & Educational Interventions • The need to urge behavioral change is symptomatic of failure to establish contexts in which healthy choices are default actions
- 37. Example projects
- 41. Safe Routes to School
- 45. Messaging and Identity A SIMPLE, focused message that speaks to your audience.
- 46. 7-Part Messaging Exercise 1. Commitment statement 2. Three key messages 3. Key message 1 with 2 supporting facts 4. Key message 2 with 2 supporting facts 5. Key message 3 with 2 supporting facts 6. Repeat 3 key messages 7. Future actions
- 50. Identity • Audience • Goal • Tone • Imagery • Messaging • Photography • Icons • Color scheme
- 51. Audience Who are the users of your products or services?
- 52. Goal The goal is the foundation of your entire identity (and brand!). If you don’t have a goal, you don’t know what to strive towards.
- 53. Tone of Identity • Positive? • Negative? • Realistic? • Diverse? • All, none, some, other?
- 54. Imagery This next exercise will help us with not only imagery for your identity, but also with taglines, phrases, etc.
- 57. Icons
- 58. Color Scheme
- 59. Branding 65%
- 60. Branding
- 61. Branding
- 62. Branding
- 63. By the Numbers Per Week • 5-7 media inquiries • 6-12 media mentions • 10-12 inquiries via srhd.org Per Month • 4-6 news releases • 20,000+ visitors to srhd.org • 500 visitors to spokanewic.org • 200 visitors to stickmanknows.org • 8,500 print copies per month To-Date • 112 open tasks in project management system • 20,000+ Stickman Knows app downloads • 11 Facebook sites – 1,500 SRHD FB likes – 1,103 Stickman Knows FB likes • 1,600 Twitter followers, 2,275 tweets • 700+ videos posted to YouTube • 1 ADDY Award; 1 Spokane Coeur d’Alene Living magazine award
- 66. About SRHD • Mission As a leader and partner in public health, we protect, improve and promote the health and well-being of our communities. • Vision Healthy Lives. Safe Environments. Thriving Communities. • Values Integrity • Compassion • Respect • Equity • Collaboration • Innovation
- 67. Thank you!
Editor's Notes
- The most important thing to note about this slide is there literally two people doing this work. We do get assistance from IS, as well as program support, for instance, there are some staff that now lead on social marketing initiatives and we essentially double check their work. We try to utilize interns as much as we can also.
- Which communications topic that we'll be discussing this afternoon interests you the most? https://www.polleverywhere.com/multiple_choice_polls/kaQUk9ZXXvyrLmE
- https://www.youtube.com/watch?v=mj6cRdlUiJU
- The team enjoys comfort with numerous communication vehicles to include: Written communications dispatched by poster, newsletter, banner, flyer, mail, etc. (Senior Falls conference) Encourage employees to use the AP style guide and agency style guide (show in SharePoint).
- Oral communications via PowerPoint and Prezzi presentation, speeches, group presentations, stakeholder meetings (Healthiest Workplace Award PowerPoint)
- Online communications through use of internet, intranet, social media, e-mail, e-tools, online advertising (Facebook, Twitter, Pinterest, LinkedIn, Google+)
- Advertising via radio, television, print, billboard, bus bench, stanchion, etc. (WIC bus bench)
- Media policy to address multiple spokespeople, trainings Positive media relationships
- Sharepoint team sites as project work sites Let’s go to: http://teams/sites/Admin/communications/SNAP-EdCampaign/SitePages/Home.aspx Briefly highlight examples of document storage/document versioning, calendar, tasks, agendas, libraries
- Difference between social marketing and social media. Analogy to traditional marketing. Team members provide oversight for process and method, frequently relying on social marketing best practices as outlined by such leaders as Nancy R. Lee, Philip Kotler, and researchers at the Academy for Educational Development—the desired outcome always that the ‘what, when, who, where, how and why’ of a campaign is making sense to people on the receiving end. Steps included in the team’s proven social marketing approach include: establishing background, purpose and focus situational investigation using strengths, weaknesses, opportunities and threats (SWOT) analysis to include literature review, and environmental scan market segmentation to account for demographics, size of audience, relevant behaviors formation of marketing objectives and goals using SMART goals determination of factors influencing behavior
- A more simplistic way of looking at this is: Analysis This is where the problem is identified. We know where it’s happening and who’s doing it. Media audit, key informant interviews Strategy Development This is where we develop goals and objectives on the campaign. We research who the message is going to be targeted. What’s important to them, etc. Program and Communication Design This is where we will start drafting messages based off of the research we have done. We find out where the messages are going to be. Pretesting This is where we will be asking our target audience how our draft messages resonate with them. Implementation Messages are put out in the community Evaluation How did we do.
- My Healthy Life is campaign to increase fruit and veggie consumption and increase physical activity and encourage lower-fat dairy choices among Spokane’s SNAP-eligible population (food stamps) Let’s see what the commercials are like. Digital components – local broadcast website advertising, geotargeting digital mobile ads Television ads – 50% of reach to SNAP-eligible audience
- What emerged and what was so interesting in this campaign was the market segmentation we did. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets who have common needs and priorities, and then designing and implementing strategies to target them. In this case, we’re using market segmentation strategies to identify the target audiences, and provide supporting data for positioning to achieve plan objectives. Geographically, we’re looking for any geo-clusters that combine demographic data with geographic data to create a more accurate or specific profile. Segmentation according to demography is traditionally based on variables such as age, gender, occupation and education level. Here, we’re looking at perceived benefits which a behavior may provide. Benefits may be perceived differently depending on a individual’s stage in the life cycle. Demographic segmentation divides markets into different life stage groups and allows for messages to be tailored accordingly. Behavioral segmentation divides individuals into groups according to their knowledge of, attitude towards, usage rate, response, and readiness stage to a behavior. Psychographic segmentation, measured by studying the activities, interests, and opinions (AIOs) of individuals And perhaps most importantly, cultural segmentation
- Cultural Segmentation is used to classify markets according to cultural origin. Culture is a strong dimension of consumer behavior and is used to enhance customer insight and as a component of predictive models. Cultural segmentation enables appropriate communications to be crafted to particular cultural communities, which is important for message engagement in a wide range of organisations, including businesses, government and community groups.
- I know you guys have talked about Odds Against Tomorrow, which is really great. Health equity and the social determinants of health are huge factors in our planning and decision making at the health district. Specific to Communications and the data I need and use, we also have a host of other products that our epidemiologists put out. One of the great ones is this Access and Functional Needs overview, this is one of the ways I check myself when launching a campaign to ensure that every audience is accounted for.
- These life experiences shape a perspective that influences decision-making. “Valuable” information comes from family or friends or other relationships via spoken word – often in a story that has been related. Written materials, notices, flyers, brochures, letters etc. may have limited impact because the favored form of communication is ORAL.
- Systems for ‘helping’ those in poverty and chronic crisis are set up on a Middle Class Values System. Values that include an emphasis on long-term planning and strategizing, saving, relying on the printed word for proof. Values that EXPECT people to react in a certain way to a certain set of circumstances and/or resources. Values that EXPECT a predictable set of MOTIVATIONS. Favored form of communication is WRITTEN. Show of hands for who knows about the readability tools that are available in Microsoft Word? For those who don’t, do me a favor, look up Microsoft Word readability tools or Flesch-Kincaid tools in Word and turn them on please. Most entitites, journalists ensure general readability in my writing is around a seventh or eighth grade reading level, but assure that for more underserved audiences, I strive for fifth grade. A few other notes: o Flesch Reading Ease test rates text on a 100-point scale, measuring both sentence length and average number of syllables. The higher the score, the easier it is to understand the document. For most standard files, we want the score to be between 60 and 70. o Flesch-Kincaid Grade Level test rates text on a U.S. school grade level. The formula is again based on sentence length and average number of syllables. There are also many techniques to vary the readability of a document for a wide multitude of audiences. Among a host of other tips and tricks, we use bullets to add appeal to material and increase retention, but also illustrations, photos, graphs, pull quotes, variable formatting and typefaces, etc.
- Conflicts in Communication are really just Conflicts in Expectations. Motivation differs between social classes. Personal Experiences Shape Our Expectations Our expectations of what others “should do” or “can do” is based upon our own PERSONAL life experiences. We say “if that were me, I would……”
- The first rule of changing your life (regardless of class status) is to change your network of associates. - smoking, drinking, dieting, spirituality etc. Connect people to as many people as possible who are NOT CURRENTLY living in crisis. For example: If you are working on poverty – connect to as many people NOT in poverty. If you are working on delinquency, connect to as many people NOT engaged in criminal activity.
- Decision Fatigue is a biological state that happens to everyone. If you are using most of your decision making power on basic needs (pay the rent or buy food), you have less DM power for other things. In DF, people will make one of two choices – Risky Choice or No Choice at all.
- Future is what you make it. Failure is not an option – try harder and don’t give up! You control your own fate. Money is to be saved and invested and shared through charitable donations. Be in control of your emotions at all times. Education is the pathway to success. Penalties and discipline are to be avoided.
- Be aware of the unspoken expectation and motivation gap. Use stories that are relatable to reach those from Oral Cultures. LISTEN to THEIR story. Use stories to create VISUAL IMAGERY. Consider how FEAR and STRESS affect growth and decision making. DO NOT rely on one method of communication. Standardization of communication will lessen your ‘reach’ and will affect your intended outcomes.
- DO NOT rely on one method of communication. Standardization and automization of communication will lessen your ‘reach’ and will adversely affect your intended outcomes.
- Everyone has the ability to learn – it just may not be in the “traditional” way and it may take longer than you expect. Add to a person’s resiliency bank without an expectation that YOU will see the results. Go beyond simply reflecting strengths – use imagery to override potential negative self talk/self image. People who have moved out of poverty or crisis will nearly always mention a particular PERSON who helped them, not a program.
- Refer to print copies
- How did we know what messages to place and where to place them? Our social marketing process told us exactly where our target audience is and exactly what they want to hear. This is how they ranked their preferred sources for paid media. A little later on we’ll talk about the grassroots strategies that complement this, like health care providers and earned media.
- When I was you, when I was sitting in my college marketing and communciations classes, we were taught to touch the consumer three times. That was right at a time when the internet was on the verge of exploding. Five years ago, I went to a conference and they forewarned of the approaching digital age and cautioned that communciators would have to try to for six touches. At the time, I was thinking, yeow, that’s a lot of touching. Guess what. The digital age has come and along with accounting for baby boomers and generation x, we have to account for millenials. And the digital channels they bring along with them….we now have to get upwards of two dozen touches. So how does My Healthy Life stack up? Also, the comprehensive social marketing channels slated for use here culminate in 11,054,604 targeted impressions. These are impressions specific only to Spokane County residents at or below 185% FPL. Considering this population numbers 96,000 in Spokane County—that is a conservative estimate of more than 100 touches per SNAP-eligible individual. Further, looking at total impressions for our general audience, which total 20,483,330, and taking into consideration the total adult population of Spokane County at 357,952—that is a conservative estimate of more than 50 touches per Spokane County adult. Bottom line, there is no decision that I make in communications that is not driven by data and best practices. In fact, public health as a discipline, our agency, is driven by data and best practices. That is a huge thing I want to leave with you.
- https://youtu.be/og9YManKDc0 Close to 100 pledges in 12 days Facebook Website clicks 101 9,883 people reached Videos viewed over 4,500
- So what are those best practices in public health and especially in communications? The team exhibits daily an intimate familiarity with the common behavior theories used to effect societal change, namely, social cognitive theory, social influence theory, the social ecological model and the transtheoretical model (stages of change). They also rely on known constructs specific to these theories including barriers, motivation, normative beliefs, problem-solving, reciprocal determination, self-efficacy and self-management. These formative analysis steps ultimately culminate in a marketing mix strategy that employs the 4Ps (product, price, place and promotion) and drives the promotion including messages, messengers, execution strategy, media channels and promotional items.
- The modern iteration of the sociecological model is the Health Impact Model. This is from CDC director Tom Frieden. A 5-tier pyramid best describes the impact of different types of public health interventions and provides a framework to improve health. At the base of this pyramid, indicating interventions with the greatest potential impact, are efforts to address socioeconomic determinants of health. In ascending order are interventions that change the context to make individuals' default decisions healthy, clinical interventions that require limited contact but confer long-term protection, ongoing direct clinical care, and health education and counseling. Interventions focusing on lower levels of the pyramid tend to be more effective because they reach broader segments of society and require less individual effort. Implementing interventions at each of the levels can achieve the maximum possible sustained public health benefit.
- A 5-tier pyramid best describes the impact of different types of public health interventions and provides a framework to improve health. At the base of this pyramid, indicating interventions with the greatest potential impact, are efforts to address socioeconomic determinants of health. In ascending order are interventions that change the context to make individuals' default decisions healthy, clinical interventions that require limited contact but confer long-term protection, ongoing direct clinical care, and health education and counseling. Interventions focusing on lower levels of the pyramid tend to be more effective because they reach broader segments of society and require less individual effort. Implementing interventions at each of the levels can achieve the maximum possible sustained public health benefit. Socioeconomic Status The bottom tier of the health impact pyramid represents changes in socioeconomic factors (e.g., poverty reduction, improved education), often referred to as social determinants of health, that help form the basic foundation of a society. How do we address this with our social marketing campaign? Substantial health improvements in high-poverty areas require that we collaborate closely with our partners focused on improved economic opportunities and infrastructure. When a person is in poverty and is living that stress, we can’t simply rely on direct education or motivational messaging to help them to incorporate nutritious choices or more physical activity into an already-hectic lifestyle. Changing the Context What connections can our agency make with partners who deal with electricity, heating, transport and other basic services? As you’ll see, when talking to our disabled and elderly community, transport is one of the barriers cited in accessing more nutritious foods and being more physically active. The second tier of the pyramid represents interventions that change the environmental context to make healthy options the default choice. The second tier of the pyramid represents interventions that change the environmental context to make healthy options the default choice, regardless of education, income, service provision, or other societal factors. The defining characteristic of this tier of intervention is that individuals would have to expend significant effort not to benefit from them. Applied to our SNAP-Ed grant and social marketing efforts, what are strategies we could enact to enable awareness of Fresh Bucks benefits as local farmers’ markets? Knowledge of improved public transit, bicycling and walking routes and safety? Stairs within buildings and use of them? Policies and awareness around unhealthy foods such as soda and other sugar-sweetened beverages? It’s all about helping to inform change in the environmental context, then create awareness, approval, so that individuals can easily take these healthy actions in the normal course of their lives. These can have a greater population impact than clinical interventions that treat individuals. Protective & Clinical Interventions Infrequent interventions; these generally have less impact than interventions represented by the bottom two tiers because they necessitate reaching people as individuals rather than collectively. Although evidence-based clinical care can reduce disability and prolong life, the aggregate impact of these interventions is limited by lack of access, erratic and unpredictable adherence, and imperfect effectiveness. How can our social marketing campaign help inform the masses that care for their health doesn’t have to mean health care? How do we empower them to take part of preventive care through improved nutrition and physical activity? There are shared principles between health care system performance and behavior change adherence—rigorous accountability, incentives for meaningful outcomes, better systems to encourage improved performance. CHAs are a great lifeline for enacting these principles in low-income housing. A great example of this is a system improvement outcome is from our WIC social marketing campaign. The system to enroll clients was manual and inefficient. We created a simple eligibility calculator, then funneled eligibles into a simple online enrollment form. A year-to-year comparison showed that we increased enrollment by 4 percent for the same quarter, largely attributed to ease in enrollment. Counseling & Educational Interventions The pyramid's fifth tier represents health education (education provided during clinical encounters as well as education in other settings), which is perceived by some as the essence of public health action but is generally the least effective type of intervention. The best social marketing example I’ve heard was in regard to smoking cessation. Generally, smokers know that smoking is not good for their health and a majority of them would like to quit. Telling them that smoking is not good for them or using encouraging words or principles to inspire them to quit are proven to not be effective. Social marketing campaigns targeted at the underlying conditions and reasons a person smokes, for instance, advertisements that work to break the cycles and habits that lead smokers to relapse after quitting, are proven to be more effective.
- For example, counterbalances to our obesogenic environment include motivational messages to increase physical activity and improve diet, which have little or no effect. More than one third of US adults, or 72 million people, were obese in 2006, a dramatic increase over 1980.45 Two thirds of these individuals were counseled or encouraged by a health care provider to lose weight,46 yet daily calorie and fat intake continues to rise. Interventions that address social determinants of health have the greatest potential public health benefit. Action on these issues needs the support of government and civil society if it is to be successful.58 To say that social and contextual changes are more effective at improving public health is not to imply that other interventions should be ignored. For different public health problems, different interventions may be the most effective or feasible in any given context. Education to encourage condom use, although of only limited effectiveness, can reduce HIV transmission and save lives. Changing the context to make condoms ubiquitously available and acceptable makes education about their use more effective. If comprehensive public health programs should generally attempt to implement measures at each level of intervention, then so too should the social marketing campaigns that represent them, to maximize synergy and the likelihood of long-term success.
- The team enjoys comfort with numerous communication vehicles to include: Written communications dispatched by poster, newsletter, banner, flyer, mail, etc. Oral communications via PowerPoint presentation, speeches, group presentations, stakeholder meetings Online communications through use of internet, intranet, social media, e-mail, e-tools, online advertising Advertising via radio, television, print, billboard, bus bench, stanchion, etc. Earned media through use of news releases, media advisories, press conference, relationships with journalists, etc.
- Growing Healthy Together Show commerical Formative analysis also bolsters several health district mass communication campaigns and evaluation efforts resulting in community change. Its Growing Health Together campaign is an award-winning multi-year initiative focused on increasing WIC client enrollment and retention rates, which directly results in better nutrition in Spokane’s low-income families. In the first month of the campaign, WIC saw 246 more participating clients over the previous year. The next month they added an impressive 455 new clients to their caseload. They also shored up their enrollment with 559 more existing clients utilizing food vouchers. The campaign’s web site, spokanewic.org, experienced 13,800 visits in its first two months and nearly half of those visitors utilized the new online enrollment feature, which was a needed feature directly identified through the social marketing process. SRHD Healthy Communities and Communications staff also launched its Stickman Knows campaign, Spokane County’s first comprehensive bicyclist, pedestrian and motorist safety campaign. The campaign process led to several successful mass media strategies including television commercials, billboard and bus advertising, print advertising, promotional items and a very popular Stickman Knows mascot that is present at numerous community events, in neighborhoods, and in schools. In an Omnibus survey conducted one year after campaign launch, among a representative sample of adults, one-quarter (26 percent) said they could recall elements of the Stickman Knows campaign. In the communications industry, 12 months into a campaign, an organization would typically strive simply to be in the double digits in terms of awareness. Several other campaign success stories also exist including the district’s Bring It, Summer Pests campaign, its Let’s Cook Whole Foods campaign, Drowning is Preventable campaign, Back-to-School Immunization campaign, Before Flu Gets You campaign, and many, many more. In terms of how media is utilized to disseminate the campaign messages, policies and procedures again exist to help funnel workflow to SRHD’s designated communications experts and account for consistency and clarity in messaging. Sharing lessons learned and impact is proven time-and-again to be a winning strategy for helping the public, partners and stakeholders understand program benefits. Often, Communications staff will meet one-on-one with clients to develop key informant profiles for use with media, legislators and the public to personalize winning public health strategies. These interviews often result in many different products to be utilized down the road including video, sound bites, photography, etc. Media often also participate in pre-arranged ridealongs as program staff work to accomplish their work in the community throughout the day. It is often helpful that staff communicate these successes back to funders as well, which Communications also developed a template and process for. To give a picture of average media and public interaction between Communications and members of the press and community, here are some numbers:
- WIC Farmers’ Market
- Refer them to large matrix – that’s where we’re headed next for SNAP-Ed
- Bring It Summer Pests! One of our most comprehensive, most successful campaigns to-date….
- We have a ton of tools for this work.
- At a later date we can use this messaging visual to plug in how each sub-group and/or individual will convey their riff on / version of the messaging.
- You need a brand identity before starting on a logo or any of the deliverables of your campaign/event/project. Community + health (more focus?) does assessment get glossed over Data missing perhaps Board? Advisory? Community Advisory Coalition Fluid Community Health Assessment and Data How could brand accommodate for growth, different needs, buy-in from varying audiences Coalition vs. board? Fundamental question: can you get the buy-in Equity in the name Trajectory of work…if I’m putting $$ in I don’t feel great about
- Before I begin with the exercise, a quick clarification: A logo is >>>the representation of the organization in its simplest form >>>the emblem or mascot of the organization >the foremost element that triggers the feelings of consumers >critical for an organization to be recognizable >a trademark An identity is >the different physical elements of the company that work together and customers come in contact with >>>the complete package of company materials: your logo, business cards, email signatures, websites, ads, your employee uniforms, store layout design, package design, corporate jingle, etc. A brand is >a concept, not a concrete object >the foundation of your entire marketing framework >>>the emotional and psychological relationship between a company and consumers >>>what people think and feel when they experience your company (their gut feeling)
- Tone of the brand. Objective Inclusive Efficiency Diversity Multi-discep Positive Helpful Super smart Experts A resource Ok to be nerd Leverage of expertise/resource Synergy
- Let’s start with the Morphological Matrix tool to get us started. The next slide will show the matrix that was used to come up with the Live Aid logo back in 1985 (global concert to raise funds for the Ethiopian famine).
- The Morphological Matrix is a grid with a components column off to the left, and possible solutions in the remaining columns. Each solution is in the form of a doodle and is in its own box. Letter elements Picture elements: instruments Picture elements: music Picture elements: Africa-globe Picture elements: Africa-symbols Picture elements: Africa-animals Picture elements: Africa-patterns Click again – these were the elements that helped to form the logo.
- This is a morpho exercise that we did for a recent brand for our Community Health Assessment Board. This culminated in the icons, photography for the brand, even the tone. Icons will likely come straight out of the Morphological Matrix exercise.
- What are the colors that we’d like to see encompass the brand and why? Show this slide and the color book. Looking through the spectrum of board member’s brand colors (red and blue seem dominant) Blue and orange have been used previously
- When we get our brand right, it results in loyalty Highlight Omnibus results that speak to brand loyalty Overall, 65% judged the performance of the Spokane Regional Health District as either "excellent" or "good." As the chart shows, members of different background groups provided average appraisals of SRHD performance that hardly deviated from the overall one. Outcomes did not vary significantly by gender, age, parental status, educational status, income level, location, or voter status.*
- Highlight Omnibus results that speak to brand loyalty Overall, 65% judged the performance of the Spokane Regional Health District as either "excellent" or "good." As the chart shows, members of different background groups provided average appraisals of SRHD performance that hardly deviated from the overall one. Outcomes did not vary significantly by gender, age, parental status, educational status, income level, location, or voter status.*
- Process Use of our logo and how it interacts with program logos Colors, fonts Web, html
- Branding guidelines Colors, fonts – encourage employees to use it
- Spokane Regional Health District employs several full-time Communications team members including a public information officer, graphic designer, web programmer and audio/video specialist. Together they represent 20+ years of experience in the Communications realm. These positions are a critical component of the district’s overall budget and are funded by a pool of programmatic money dedicated to shared administrative services. Together, this team works jointly to provide strategic and integrated media and communication activities for health district programs, specific to key audiences. The team prides itself on continuously learning about the district’s audiences including seeking and capturing information about audiences and sharing trends with staff; listening via traditional and social media monitoring; involvement in surveys, focus groups, research audits, etc.; and analyzing web analytics for SRHD's various sites and subdomains, social media and other e-tools.
- One last card sorting exercise if there is time.