1. Brand Communication Strategy – Stage 2 Presentation by Phantom Creative Solutions. Aug 19, 2011

2. So far.. Phantom has made a recommendation on the ‘WHAT’ to say aspect, based on a brand ‘truth’ that is compelling and differentiating i.e. The Brand Positioning strategy Today, we will focus on the ‘HOW’ to say aspect of communication. i.e. The Brand Communication strategy

3. 1. Recap of the positioning ‘ WHAT’ to say?

8. Most places offer a factory line approach to birthing. We, on the other hand, are intentionally small. We are small, so we can offer an experience that is more intimate and exclusive. Being small helps us do things like offer a designated nurse for her entire pregnancy, go that extra mile to cater to her unique needs, be more personalised in our approach, and clinically offer better care than others. The desired consumer response should be “ I wish I could be one of those lucky few mothers to deliver at The Birthplace”.

9. The brand positioning TBP = ‘EXCLUSIVE’

13. 2. The Creative Expression ‘ HOW’ to say?

14. Communication Plan

15. The stages STAGE 1 STAGE 2 STAGE 3 COMING SOON - A NEW BIRTH PLACE COMING SOON - TBP WE ARE OPEN

16. STAGE 1 : COMING SOON – A NEW BIRTH PLACE

23. STAGE 2 : COMING SOON - TBP

25. STAGE 3 : WE ARE OPEN

26. Day of Launch

29. Post Launch

30. Campaign 1 – Communicating ‘What is TBP’

38. Below The Line

39. Public places e.g. Baby stores, malls

40. Inside Women Loos at premium locations – Disposable toilet seat covers

42. Freebie at yoga classes for pregnant women

43. At high end restaurants, a free exotic drink

44. Inside Aircrafts

46. Campaign 2 – ‘Engaging with the consumer’

52. Education Series

60. Thank You