What’s the plan today?

• Discuss branding your initiative

• Clarify your vision – write a vision statement

• Talk about the importance of developing a good logo

• Explanation of social marketing

What is branding and why is it important to brand your campaign?

Carrot Video!

Corporate examples of positioning

• Coca Cola

• Marlboro Man

• Coca Cola

• Marlboro Man

• McDonalds

• Coca Cola

• Marlboro Man

• McDonalds

Coke Video!

• Branding gives your campaign an identity and something for people to rally around

• It helps solidify your campaign – adds legitimacy

• Makes your initiative more memorable and allows you an engaging way to explain your mission

• Remember to keep your brand identity relevant, engaging, and action-inspiring to your target audience

Branding

What is your vision statement and how can it help build your brand identity?

Vision Statement• Clarify the desired future state of your

workplace wellness initiative

• Provides guidance and inspiration as to what your workplace wellness initiative hopes to achieve

• Important in developing an engaging, relevant logo

Vision Statement Examples• Alzheimer’s Association: “Our vision is a world

without Alzheimer’s disease.”

• Columbus, GA Dept of Human Resources: “To support a healthy lifestyle for all employees.”

• University of California, Riverside – Wellness Committee:“To create and sustain a healthy campus culture that educates, motivates and empowers UCR faculty and staff to adopt and maintain healthy lifestyles and behaviors”

What makes an effective logo?

Great Logos

• Descriptive

• Memorable

• Effective without color/scalable – designer’s notes

• Relevant to the target audience

• Represents the attributes and the essence of your brand (core values, functions, vision, its “heart and soul”)

• Iconic/Symbolic: Instantaneously recognizable, clear in small sizes, memorable

• Wordmark/Logotype: Incorporates brand

name into unique font/type treatment, relies on text to convey feeling

• Combination Mark: Incorporates both Iconic

and Wordmark attributes

What is social marketing?

Social Marketing• The systematic application of marketing

techniques, along with other concepts, to achieve specific behavioral goals for a social good

• Focuses on what people want and why they do what they do – when this is the focus , a behavior can be influenced and potentially changed

• Empowers and motivates people to do this new behavior, doesn’t just tell them what to do or not to do

Social Marketing• Branding and promoting your initiative is social

marketing

• The goal of your marketing efforts is to encourage a healthy behavior change among your target audience

• You aim to not only educate, but also empower people to change the way they’re currently behaving, for their own benefit and the benefit of your company

Branded Initiative Example: ISG Workplace Wellness Plan

Mission Statement: I+S Group, Inc. (ISG) cares about the happiness, health, and wellbeing of each employee. We encourage each employee to understand their importance to ISG and the value of their contributions to the goals and success of the company.

Branded Initiative Example: ISG Workplace Wellness Plan

Vision Statement: To support and strengthen the health, happiness, and well-being of ISG employees through health education, effective stress management, and activities that will support positive lifestyles, favorable employee productivity and morale, and healthcare cost savings for ISG.

Branded Initiative Example: ISG Workplace Wellness Plan

Branded Initiative Example:

City and County of San Francisco Workplace Wellness Branding

Branded Initiative Example:

City and County of San Francisco Workplace Wellness Branding

How to write a vision statement?

• Define what you are creating/are trying to build

• Determine what your goals are for the initiative – who will benefit from it and how?

• It should be future-oriented and aspirational

• Keep it simple: clear, concise, easy to follow and remember

How to write a vision statement?

• Define what you are creating/are trying to build

• Determine what your goals are for the initiative – who will benefit from it and how?

• It should be future-oriented and aspirational

• Keep it simple: clear, concise, easy to follow and remember

What’s next?

• Questions?

• Brainstorming time!

• Names

• Goals

• Logo concepts