cra presentation fortwayne 072618...every group has disagreements, but when push comes to shove, a...
TRANSCRIPT
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JULY 2018
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CRADLE CINCINNATI | DESKEY BRANDING
“Brands build and retain value where the brand association is integral to the experience...” The New Yorker,
• Branding adverts tend to accentuate the values of the brand. Branding ads are used to inspire, captivate, entrance...
• Tactical ads can be viewed (narrowly) as logical arguments to convince you why this product/service is superior, usually via a tangible list of benefits and reasons.
• Some ads are a combination of the two. They make the consumer feel good while being supported by benefits.
Communication Best Practices
Emotional Brand Building
“Captures the heart,” Moves people to take action
Tactical Features and Benefits
“Captures the mind,” Helps people rationalize their decisions
TV Radio BrochuresWeb OutdoorTextPSAVideo
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CRADLE CINCINNATI | DESKEY BRANDING
Example: Television
Communication Best Practices
https://www.youtube.com/watch?v=57e4t-fhXDs
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CRADLE CINCINNATI | DESKEY BRANDING
Example: Website
Communication Best Practices
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CRADLE CINCINNATI | DESKEY BRANDING
Example: Television
Communication Best Practices
https://www.youtube.com/watch?v=4FL9J-3CYxg
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CRADLE CINCINNATI | DESKEY BRANDING
Example: Print
Communication Best Practices
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CRADLE CINCINNATI | DESKEY BRANDING
Broader community
Television
Radio
Target community
Text Program
Brochures
Outdoor (Bus, Billboard, Signage)
Website Updates
PSA
Media Mix Explored for Cradle Cincinnati
Broader Community
Medical Community
Target Community
Brochures
Text
Outdoor
Radio
Television
Website
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CRADLE CINCINNATI | DESKEY BRANDING
Success vs. Failure
Crossing the Chasm
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CRADLE CINCINNATI | DESKEY BRANDING
Success vs. Failure
Consistency and Commitment gets you across the chasm
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CRADLE CINCINNATI | DESKEY BRANDING
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CRADLE CINCINNATI | DESKEY BRANDING
Brand Soul These Are My People.
Brand Position We are all connected, interdependent, responsible for each other. The golden rule is to treat others as we wish to be treated. Each child is our child.
Brand Personality Action Belonging Supportive Completing the Circle
soul
position
personality
Desired Consumer Experience Every group has disagreements, but when push comes to shove, a group comes together and does what needs to be done. We have an inherent responsibility to ourselves and to each other — a circle of receiving and giving at different times and during different circumstances in everyone’s life. We’re in it together.
BRAND FOUNDATION
The Tribe
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CRADLE CINCINNATI | DESKEY BRANDING
BRAND ARCHITECTURE
learningcollaborative
Targeted CommunitySupport CommunityMedical Community
functional/internal expressive/external
Cradle Community Programs Cradle Targeted CampaignsCradle Internal Initiatives
(TBD) (AS RECOMMENDED) (EXISTING)
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CRADLE CINCINNATI | DESKEY BRANDING
TARGET/COMMUNICATION
Our Target
Level 1: Core Urban Moms in Targeted Zips
Level 2: Direct Influencers Family: Fathers, Grandparents, Aunts Medical Community Targeted Urban Communities and Neighborhoods
Level 3: Indirect Influencers Corporate/Institutional Community Community at Large: Suburban Residents Public/Government Cradle Community
Brand Power = One Voice
Consistent brand messaging across the
Medical community, the Target community and
Broader community
Communication Strategy Develop messaging platforms that communicates at the proper level: awareness, activation, advocacy
Our Target
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Campaign
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CRADLE CINCINNATI | DESKEY BRANDING
• There are misperceptions and close influencers that challenge the ABCs
• New parents suffer from fatigue, which degrades their willpower
• There is a “this can’t happen to me” attitude
Information that Informed the Campaign
AWARENESS ACTIVATION ADVOCACY
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Campaign 2017
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CRADLE CINCINNATI | DESKEY BRANDING
Background/Grounding
Thus far our Safe Sleep messaging has focused on Alone, Back, Crib. Because it lacks emotion, this message stops in the prefrontal cortex. Therefore it has high awareness and recall, but low adoption. Tired, overwhelmed parents draw upon their neocortex, relying on instincts and emotions.
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Research Recap
CRADLE CINCINNATI | DESKEY BRANDING
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CRADLE CINCINNATI | DESKEY BRANDING
Research Session
September 14, 2016 President Drive, Cincinnati
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CRADLE CINCINNATI | DESKEY BRANDING
Shared Concepts
Concept 1 Concept 2 Concept 3 Concept 4 Concept 5Concept 2a
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CRADLE CINCINNATI | DESKEY BRANDING
Selected Concept
Insight: Building upon Dr. William Sears’ “fourth trimester” theory, when you add practical guides and tools to support the message, the target audience will have new behaviors to lean upon. Baby’s first three months are very difficult, so giving parents tactics to make that time easier feels like help.
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CRADLE CINCINNATI | DESKEY BRANDING
Reaction • Moms can easily relate to this situation and it’s
a great solution
• The idea of staying connected or close to their baby is the major reason they sleep with their baby in their bed or on their chest
• Whether for practical reasons such as breastfeeding, or more emotional reasons like “my baby likes to hear my voice or my heartbeat,” all the moms desire to have their babies within reach
• They love the headline and repeatedly brought up the idea of connection
• “Where can I get one of these?”
Selected Concept
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New Creative
CRADLE CINCINNATI | DESKEY BRANDING
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CRADLE CINCINNATI | DESKEY BRANDINGSafe Sleep Billboard | 2017-18
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CRADLE CINCINNATI | DESKEY BRANDINGSafe Sleep Billboard | 2017-18
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Health Clinic Posters | 2017-18
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Interior Bus Ad | 2017-18
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Exterior Bus Ad | 2017-18
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Video
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CRADLE CINCINNATI | DESKEY BRANDING
Safe Sleep Video - The AlexandersCRADLE CINCINNATI | DESKEY BRANDING
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Anti-Smoking Campaign
CRADLE CINCINNATI | DESKEY BRANDING
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CRADLE CINCINNATI | DESKEY BRANDING
• Institutional racism and micro-aggression are speculated to cause effects similar to combat fatigue and result in PTSD
• Studies have proven that, when surrounded by a tight-knit, empathetic community, PTSD is reduced by up to 80%
• These women are the backbone of our communities and their families. Many feel they have to be both mom and dad
• Our target is stronger than given credit, and they will affect change if they feel someone believes in them
Insights
AWARENESS ACTIVATION ADVOCACY
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CRADLE CINCINNATI | DESKEY BRANDINGQueen City Billboard
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CRADLE CINCINNATI | DESKEY BRANDINGQueen City Interior Bus Ad
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CRADLE CINCINNATI | DESKEY BRANDINGQueen City External Bus Ad
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CRADLE CINCINNATI | DESKEY BRANDINGQueen City Health Clinic Poster
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Spacing Campaign
CRADLE CINCINNATI | DESKEY BRANDING
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CRADLE CINCINNATI | DESKEY BRANDING
• Awareness of Spacing or birth planning (as it relates to mother/infant health) is non-existent
• HCPs do not engage in Spacing discussions with their patients
• 75% of births occur in Catholic hospitals, so contraception isn’t discussed
• Men and women, especially within the AA community, are very concerned about having a baby that’s not considered completely “normal”
• Women are often too overwhelmed to make this thinking a priority once they deliver their baby
Insights
AWARENESS ACTIVATION ADVOCACY
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CRADLE CINCINNATI | DESKEY BRANDINGSpacing Billboard
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CRADLE CINCINNATI | DESKEY BRANDINGSpacing Billboard
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CRADLE CINCINNATI | DESKEY BRANDINGSpacing Interior Bus Ad
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CRADLE CINCINNATI | DESKEY BRANDINGSpacing Exterior Bus Ad
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CRADLE CINCINNATI | DESKEY BRANDINGSpacing Health Clinic Poster
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CRADLE CINCINNATI | DESKEY BRANDING
Spacing PSA - VideoCRADLE CINCINNATI | DESKEY BRANDING
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CRADLE CINCINNATI | DESKEY BRANDING
Creative Execution
Safe Sleep • Billboards• Radio• Bus Advertising• Audio Transit• Health Clinic Posters
Spacing • Billboards• Bus Advertising• Health Clinic Posters• Facebook Advertising• TV• Radio
Smoking • Billboards• Bus Advertising• Audio Transit• Health Clinic Posters• Facebook Advertising
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CRADLE CINCINNATI | DESKEY BRANDING
Thank You
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CRADLE CINCINNATI | DESKEY BRANDING
Appendix
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CRADLE CINCINNATI | DESKEY BRANDING
• Smart, Simple, Memorable
• Expresses the collaborative brand focus, personality, and values
• Distinctive and Ownable
• Power to motivate audiences
Naming and Identity Criteria
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Baby Strong
When you’re raising another human being, things can feel very isolated, like the responsibility for everything falls on your shoulders. But you are not alone. You are never alone. Right now, there are hundreds of people going through what you are, and thousands of people helping us all through. Together, we are so much stronger than you or I could ever be. Together, we are:
NAMING
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Every Baby, Every Day
This is more than a commitment. This is a promise. A promise that we’ll be with you every step of the way, before and after your baby is born. A promise that we know things can get overwhelming, and we’ll be available day or night. Because this isn’t about some of the babies, some of the time. Hamilton County helps families like yours take care of:
NAMING
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All Hands
We like to think of ourselves as a community of rugged individualists. But in reality, one of our greatest strengths is our ability to come together. Together we can do anything. Now is the time to act with urgency, confidence, and hope. Now is the time for everyone to do what they can to save every baby we can reach. Now is the time for:
NAMING
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Cradle Cincinnati
It’s time to be a citizen again. To reach out and help this incredible city we call home. Hamilton County is home to some of the most amazing, thoughtful, giving people in the country, and it’s time we proved that to the rest of the world, one sidewalk at a time. It’s time to take care of the people who make our city great. It’s time to treat our neighbors like neighbors. It’s time to create our future. It’s time to:
NAMING
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CRADLE CINCINNATI | DESKEY BRANDING
Names Explored But Not Recommended
Names RationaleforElimination
OneBabyataTime Lackspowertomotivate
TakeCareofOurOwn Notsmart,simple,memorable
GuardiansUnited Lackspowertomotivate
BabyWell Notdistinctiveorownable
EachLife Notdistinctiveorownable
TogetherWeRaise Notsmart,simple,memorable
OurBabies.OurWatch Notsmart,simple,memorable
FirstBirthdays Betterasatacticalcampaignname
EmbraceOurFuture Lackspowertomotivate
TheNurtureProject Notsmart,simple,memorable
EveryBaby.OneGoal. Notsmart,simple,memorable
KindredChildren Notalignedwithbrandfocus
OneHelpingAnother Lackspowertomotivate
WelcomeBaby Betterforatacticalcampaignname
MyNurture Notsmart,simple,memorable
BabyUp Notalignedwithbrandfocus
ChildWise Notdistinctiveorownable
Names RationaleforElimination
BabyTown,USA Lackspowertomotivate
DaughtersandSons Lackspowertomotivate
BabySteps Notdistinctiveorownable
PinkBlue Lackspowertomotivate
NowBorns Betterforatacticalcampaignname
BabyBoom Notdistinctiveorownable
FreshBeginnings Notdistinctiveorownable
GrowBabyGrow Notsmart,simple,memorable
AllRightBabies Notsmart,simple,memorable
Thrive,Cincinnati Notdistinctiveorownable
NurturetheFuture Betterforatacticalcampaignname
InfantAmbassadors Notsmart,simple,memorable
NestBuildersv
Notdistinctiveorownable
FamilyWorks Notdistinctiveorownable
FirstLight Notdistinctiveorownable
WeAreFamily Notdistinctiveorownable
EveryChildCounts Notdistinctiveorownable
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CRADLE CINCINNATI | DESKEY BRANDING
• Smart, Simple, Memorable
• Expresses the collaborative brand focus, personality, and values
• Distinctive and Ownable
• Power to motivate audiences
Evaluation Criteria Brand Soul These Are My People.
Brand Position We are all connected, interdependent, responsible for each other. The golden rule is to treat others as we wish to be treated. Each child is our child.
Brand Personality Action Belonging Supportive Completing the circle
Desired Consumer Experience Every group has disagreements, but when push comes to shove, a group comes together and does what needs to be done. We have an inherent responsibility to ourselves and to each other — a circle of receiving and giving at different times and during different circumstances in everyone’s life. We’re in it together.
Baby Strong
Every Baby, Every Day
All Hands
Cradle Cincinnati
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IDENTITY
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IDENTITY
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CRADLE CINCINNATI | DESKEY BRANDING
• The enemy of organizations is not hate, it’s indifference
• If someone simply doesn’t care about you, they won’t consider you important, and they won’t experience strong emotions—like the kind that build the best brands
• A good start-up brand must stand for something and reject other things to the point that they attract the attention of a polarized market
• It’s a fine line between love and hate
• This is precisely where powerful brands are created
Where there is no difference, there is indifference
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CRADLE CINCINNATI | DESKEY BRANDING
• It must connect and unite the broad community
• It must encourage collaboration within the Board and with community organizations
• It must build trust by being real
• It must bridge the divide between social and health systems because healthy moms need healthy lives
The Job of Successful Brands
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CRADLE CINCINNATI | DESKEY BRANDING
• A Brand is a collection of experiences
• Every interaction (tangible or intangible) between a person and your brand creates their experience—good or bad
• The best brands convey a consistent message and experience across all touchpoints
• Each of you is a touchpoint
Brand Experience
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CRADLE CINCINNATI | DESKEY BRANDING
It Takes a Village
Successful branding involves a complex formula. Identifying
the brand and positioning is only the start. What is most
important is ensuring that key stakeholders are demonstrating
the value of the brand on a regular basis—both inside and
outside the organization.