create: simplicity & elegance Create fresh and simple iconography and language to facilitate awareness and recall
Foster transparency—build trust Strategic approach: create. Images are more easily remembered than words due to how the brain catalogs each. Simpliﬁed language engages all audiences with one clear message without jargon. Iconography func=ons as a visual shorthand, facilita=ng ease-‐of-‐use.
integrate: make it memorable Integrate new messaging across all touch points in a consistent manner
Integrated messaging Strategic approach: integrate. Drives engagement by crea=ng “through stories” that connect from one channel to another, mo=va=ng audience to follow story rather than view isolated message. U=lizes a variety of subtle, overt and embedded features such as QR Codes on print pieces to access videos, re-‐enforcing and deepening brand aﬃnity. Provides mul=ple on-‐ and oﬀ-‐line channels to access informa=on, monitor results and provide feedback.
drive: build rela@onships Drive engagement with innova=on and interac=vity, especially for employees and caregivers
Strategic approach: drive. Reﬂect company’s innova=ve spirit and reputa=on as a technology leader in the ways that both internal and external audiences engage with the organiza=on. Ac@ve Par@cipa@on Informa=on is more memorable when acquired through ac=ve par=cipa=on rather than passive experience. Mobile tools enable rela=onship-‐building on the global and local levels, including access to area clinics via built-‐in GPS.
Strategic approach: innova=on and interac=vity… Engage Employees with Gamiﬁca@on The UlBmate Challenge is a post-‐campaign game that reinforces, recognizes, and rewards staﬀ for exemplifying the true meaning of the brand. Employees compete in individual and team challenges and contribute to the game “community.” As a result, learning becomes ‘s=cky’and more knowledge is retained. Game mechanics provide employees with immediate feedback, which reinforces right ac=on and increases behavior adop=on/adap=on. § Over 1/3 of all gamers are 37+ years old. § Women = 55% of online & nearly ½ of all gamers. ESA Essen=al Facts, 2012 Point System Win Condi=on Badges Leader Board Social network & Status Challenge Rewards