byu branding creds

Credentials

May 27, 2015

Simple Truth + Creativity

Bob’s Your Uncle304A - 219 Dufferin St.Toronto, ON M6K 3J1www.byuagency.com

Bob Froese CEO416.506.9930 x222416.451.6912 [email protected]

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Contents

1.  Rebrands with Complex Challenges •  Open Solutions •  Joseph Brant Memorial Hospital •  Oakleaf Waste Management •  One Call Care Management •  Leisureworld Senior Care

2.  Bob’s Your Uncle 3.  Our Rebranding Process 4.  How We Change the Conversation

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Open Solutions

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Helping a category-changing upstart gain the confidence of customers and prospects.

Open Solutions

Open Solutions provides major technology solutions for community banks and credit unions in the United States. In the midst of the financial market crisis Open Solutions invested heavily in new product development. This led to a unique, open source platform that allowed customers greater control over future product development. Open Solutions needed a brand strategy to reposition the company to leverage its revamped product offering.

Simple Truth“No trust, no business” Replacing a core system is a game changing operation for a financial institution. Open Solutions was asking customers and prospects to stake the present and future success of their business on this relationship, and their perception of the brand. They have every reason to avoid risk, especially in times of economic upheaval and uncertainty. Without deep trust of customers and prospects deals will not be closed.

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Open Solutions

+ Creativity“There’s Power in Community” Community is the heart of everything Open Solutions’ clients and prospects represent - their ‘raison d’être’. The community enables their success and guides their behaviour; it is the source of their power and wealth. Our new positioning leveraged a mutual interest and belief to position Open Solutions as the best-fit partner with a solution that was born and continuously improved from its community of users. = ResultThe new branding was quickly and enthusiastically embraced by Open Solutions employees and customers. It facilitated rapid growth in closing large deals and contributed significantly to the successful sale of Open Solutions to global competitor FiServ.

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New Brand Identity

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Website

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Advertising

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Collateral

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Posters

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Client Launch Event

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Recognition

Bob’s Your Uncle exceeded our expectations and created a positioning and brand identity that serves as a catalyst to our vision to become the largest global provider of technology solutions to the financial services industry. The rebranding has been enthusiastically received by our employees and clients re-energizing our company at this pivotal time.”

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David Mitchell,Chief Marketing Officer

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Returning an ailing hospital to vibrant health.

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Joseph Brant Memorial Hospital


Joseph Brant Memorial Hospital’s reputation was reeling from national publicity for the nation’s longest emergency wait times and a c-difficile outbreak with the nation’s most fatalities (97 in 12 months). Under new management and undergoing a 6-year redevelopment and expansion they required a platform to restore community trust.

Simple Truth“Broken Trust” Our extensive research with key stakeholders, staff and the community uncovered this key consumer insight. Patients and community residents felt a sense of ownership and responsibility, magnifying their feeling of betrayal and failure. Yet from this feeling of ownership emerged a desire to forgive and a reason to believe in the hospital’s future - if we could help them look forward instead of back.


+ Creativity“Our New Era” We dropped “Memorial” from the hospital’s name and created a modern and optimistic visual identity. We developed a tightly integrated internal and external campaign that demonstrated tangible improvements for Quality Care, Safety and Customer Service.

= Result•  A complex stakeholder group embraced the rebranding: Hospital Board,

Foundation Board, Government, Executive •  Dramatic improvement realized in the community’s faith in, and use of, the hospital •  Significantly improved employee morale (they no longer hid their staff badges) and

community pride

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New Brand Identity

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Website

Signage

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Launch Event

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Advertising

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Hospitals are complex organizations that require the involvement and approval of many key stakeholders. Bob’s Your Uncle was able to garner insights from many individuals and ultimately develop a brand positioning, logo and tagline that are embraced by the Hospital Board, Foundation Board, Cabinet and Community.”

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Mario JoannetteVP Public Affairs & Communication Joseph Brant Hospital

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Oakleaf Waste Management

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Competing against a dominant category leader – whose name IS the category.

Oakleaf Waste Management

Despite success gaining significant national customers with their unique waste management offering, Oakleaf suffered from low awareness and poor differentiation. Employees had poor understanding of the company’s vision and the brand appeared dated and unapproachable. Complicating their messaging, Oakleaf restricted use of the words “waste management” from its corporate identity and sales language to avoid referring to their dominant competitor, global giant Waste Management.

Simple Truth“Broken Trust” In a category with no differentiated competition, Oakleaf’s unique offering could be compelling.

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Oakleaf

+ Creativity“Intelligent Waste Management” Bob’s Your Uncle rebranded Oakleaf around a positioning that not only restored “waste management” to their vocabulary, but also visibly elevated above their dominant competitor. If effect we created a new category within Waste Management, positioning the CEO and the business as an industry thought-leader.

= Result•  Oakleaf quickly expanded market share throughout the US with major companies •  Oakleaf was acquired by Waste Management - the rebrand played a significant role

attracting Waste Management’s attention and positively impacting the purchase price

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New Brand Identity

Website

Advertising

Macy’s

A milestone victory – convincing a large customer to endorse Oakleaf

Dorothy – insert key visual with link to macy’s video

Link to Macy’s Flower Show is hEps://vimeo.com/129472534

CEO Steve Preston on CNBC

A milestone victory – thought leadership for high profile CEO Steve Preston (former United States Secretary of Housing and Urban Development)

Link to Steve Preston’s interview on CNBC ‘Rising price of garbage is — hEps://vimeo.com/129468119

Bob’s Your Uncle delivered a brilliant strategy through our rebrand and found a way to propel Oakleaf beyond category expectations – we really became the talk of the category. The rebrand was so effective our largest competitor, a global giant, ultimately acquired Oakleaf and the rebrand contributed significantly to the acquisition cost.”

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Steve PrestonCEO, Oakleaf

One Call Care Management

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Uniting multiple acquisitions under one identity


Through acquisition including MSC Care Management, its largest competitor, One Call Medical became America’s largest provider of worker’s compensation services. A unified company rebrand needed to reflect this leadership and leverage tremendous brand equities from multiple companies.

Simple Truth“A Single Solution” By vertically integrating “best of the best” companies and expertise, One Call Medical simplified and transformed the way injured workers received the care they needed from the point of injury to recovery.


+ Creativity“One Call Care Management” We created a new company name to marry the brand equities and communicate powerful new simplicity. A significant digital presence was enabled through a website we designed with improved user experience and transactional capability.

= ResultsThe new brand successfully communicated value and momentum as the workers’ compensation industry’s broadest portfolio of services and expertise One Call Care Management continues to grow, lead the category and increase its value

Brand Family and Hierarchy

Website

Advertising

Leisureworld Senior Care

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Bringing new life to senior care


Through acquisition, Leisureworld became one of the nation’s largest providers of residences and care for seniors. In a dynamic regulatory environment, with media attention focused on abusive staff behavior towards residents, they needed to establish a common vision and culture across highly divided staff and set themselves apart in a competitive category. Simple Truth“The relationships residents have with individual staff members transcends everything – almost even death” In extensive research we discovered a surprising truth: despite preconceptions, residents of retirement and long-term care are often quite content – and it’s because of the special relationship they have with individual staff members.

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+ CreativitySienna Senior Living The Warmth of Human Connection We created a new Mission/Vision/Values, Brand Strategy and Name/Identity that aligned the organization – and in a category focused on buildings and exercise programs, a leader is stepping forward to change the conversation.

= ResultPowerful acceptance of the rebrand internally and externally Shares trading at record highs and analysts rating “outperform” Media coverage focussing on rebrand and growth opportunities

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Mission

Promise

Vision

Values

Position

Personality

To help you live fully, every day of your life.

Respect, Passion, Teamwork, Responsibility and Growth.

The warmth of human connection.

Our people become your family.

Optimistic, Respectful and Genuine.

To awaken our communities to the positive possibilities of life’s later chapters.

Sienna Senior Living Brand Strategy

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Senior Senior Living Brand Promise

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New Brand Identity

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Website

“Lots of people said it couldn’t be done. In a matter of months, we were attempting to create a new brand strategy that would bridge two very different organizations, across 7,500 employees, 45 locations, and a huge array of complicated stakeholder relationships. BYU has nailed it, every step of the way – from our front line staff to our Board of Directors. They personally engaged with hundreds of people, and articulated what we all have in common with sensitivity and passion, in a way that resonates with people both internally and externally. I’ve worked with many partners over the years, and few have shown a deeper, more responsive commitment to doing what’s best for my business. No one does it better than BYU.”

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Lois CormackPresident and CEO, Sienna Senior Living Inc.

Bob’s Your Uncle

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Bob’s Your Uncle

Bob’s Your Uncle creates powerful new realities for brands with simple truth + creativity. Based in Toronto, one of North America’s leading creative hotbeds, the agency has developed a uniquely comprehensive communications playbook to help clients navigate today’s complex and transparent marketplace. Core services include brand strategy, creative, digital and social media.

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Capabilities At-a-Glance

YEARS IN BUSINESS20ONGOING CLIENTS – FINANCIAL SERVICES TO PACKAGED GOODS15CURRENT REBRANDING CLIENTS2MILLION IN BILLING (2014)3FULL-TIME STAFF25INTEGRATED SERVICES – STRATEGY, CREATIVE, BRANDING, MEDIA, DIGITAL AND SOCIAL360O

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Leadership Team

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Bob Froese CEO

Bob leads branding and rebranding projects for Fortune 500 companies and fast growing brands for companies across North America. Bob has developed brand strategies and campaigns that have influenced significant behavioural change from world-renowned tobacco cessation strategy for the Federal Government to ADP, Canon, Frank Russell, Travelers, Thomas Cook, Monsanto, Bosch and Coors Brewing Company to startups that have become category leaders including Mike’s Hard Lemonade and Genuine Health. Working closely with a team of highly-skilled strategists and creative teams, Bob provides cross-team collaboration and stake-holder engagement for clients looking for game-changing growth and branding opportunities.

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Aziz leads strategy and planning for significant branding engagements.

Over his 25-year career Aziz has helped marketers in North America and Asia engage their customers, strengthen equity, generate leads, build loyalty and achieve top line targets.

His experience spans CPG, Finance, Retail, Real Estate, F&B, Healthcare, Tourism and Telecom as well as Not-for-Profit and Advocacy. His financial service experience includes Mortgages, Cards, Investment Services, Insurance and Private Equity with regional and global clients like HSBC, ABN Bank, Istithmar World and Canada Mortgage and Housing Finance Corporation.

Aziz has an MBA from McMaster University and is a certified management consultant.

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Aziz Memon President

Dorothy McMillan Creative Director

Dorothy McMillan is an industry-leading creative director. An artiste at heart and hand, Dorothy’s 25 years of creative experience and unique vision consistently makes our creative both engaging and effective. In her interesting career, Dorothy has been at the leading edge of many game-changing campaigns. She has also led dozens of re-branding projects for clients including ADP, Canon, Coors Brewing Company, One Call Medical, Open Solutions, Joseph Brant Hospital and many others. Dorothy leads a talented team of writers and designers that have worked closely together for over 10 years.

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Rebranding Development Methodology

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To gain a thorough understanding of: •  All our audiences •  Strengths, challenges, offering and

equities •  Consumer and stakeholder perceptions •  Competitive landscape/branding

1.  Kick-off meeting with project team 2.  Review of current information/learning 3.  Find gaps and conduct primary research on audience

perceptions 4.  Analyze competitive landscape and brand implications 5.  Topline analysis and implications for the brand strategy,

including positioning

Phase 1 will deliver:1.  Analysis and implications for the brand strategy and positioning

PURPOSE PROCESS

Phase 1: Immersion and Discovery

1.  ‘Game Changer’ brand strategy workshop with project & leadership team

2.  First iteration of brand strategy (Purpose, Brand Promise, Position & Personality)

3.  Finalize and gain alignment on Brand Strategy and Deliverables

4.  Develop Creative Brief

We are not the firm that says, “Here’s your brand strategy and marketing communications plan.” Instead, building on what we’ve learned, we engage the project leadership team and relevant stakeholders to discover truth and add creativity. The result is not just a robust brand strategy and creative brief that are uniquely applicable to your target audience, but also stakeholders who are more aligned and engaged.

Phase 2 will deliver:1.  Brand strategy (Purpose, Brand Promise, Position & Personality) 2.  Creative Brief

Phase II: Collaboration & EngagementPURPOSE PROCESS

1.  Name generation (if needed)

2.  Visual identity development

3.  Core creative assets development (web, ads)

4.  Internal and external communication and roll-out plan

The purpose of this phase is to generate brand creative (name/visual identity/web/campaigns) that resonate with our target audience and stakeholders. This will also guide the development of key messages, outstanding and creative marketing communications and collateral for a successful rollout.

Phase 3 will deliver:1.  Name 2.  Visual Identity 3.  Communication and Roll-Out Plan

Phase III: DevelopmentPURPOSE PROCESS

How we change the

conversation

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5 truths for building your brand

Purpose Why does your brand exist? 1

Culture Are your people engaged with your brand? 2

Evangelism Who’s leading the conversation around your brand? 3

Bravery Does your brand have the courage to be successful? 4

Leadership Is your brand ready to act like a leader? 5

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Purpose 1

Simple truth:

A bold vision for your brand not only sets you apart, it establishes your path to victory.

Brand PositioningSimple Actions:

•  Define your brand before the market does it for you•  Keep it simple – don’t get lost in the minutia•  Trust your gut and never dilute your vision

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Culture 2

Simple truth:

Passion pays off – brands with a strong culture outperform 12x stock value and 756% net income.

Culture Creation

Simple Actions:

•  Define and commit to the shared values at the heart of your brand •  Ensure your team – including marketing partners – is aligned with your vision •  Create a collaborative environment where everyone feels connected to the brand 64

Evangelism 3

Simple truth:

Social media has made customers king with the power to build or destroy your brand.

Social Media

Simple Actions:

•  Nurture customers who love you •  Make it easy for them to enlist and bring others to your brand •  Strive to build intimate connections 65

Bravery 4

Simple truth:

Marketing favours the creative and the brave, not the largest and the richest.

Creative Communications

Simple Actions:

•  Demand unfair share of mind – from customers to investors to sales channels •  Find surprising and meaningful ways to grab attention •  Sustain and amplify the conversation around your brand 66

Leadership

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Simple truth:

Acting like your own the space you want to claim from the outset creates unstoppable momentum.

Content Creation

Simple Actions:

•  Publically talk about your vision •  Keep the focus on your big idea •  Constantly create thought leadership 67

Let us help you change the

conversation in your category so you can lead it

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