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IMPORTANT: THIS PPT HAS NOT BEEN FINALIZED!!!

IMPORTANT: THIS PPT HAS NOT BEEN FINALIZED!!!. IT IS A DRAFT FOR FUTURE ACCESS ON FOUNDATIONET. For more information, contact John Schneider at 301-918-3770.

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IMPORTANT: THIS PPT HAS NOT BEEN FINALIZED!!!

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  1. IMPORTANT: THIS PPT HAS NOT BEEN FINALIZED!!! IT IS A DRAFT FOR FUTURE ACCESS ON FOUNDATIONET. For more information, contact John Schneider at 301-918-3770.

  2. NOTE: The following PPT presentation may be customized for viewing by any stakeholders of your organization – your staff, board members, volunteers or other stakeholders. For more information, contact: Epilepsy Foundation Communications Department301-918-3770

  3. Overview of Brand Strategy [Date of Presentation]

  4. Branding Timeline Dec 04 Apr 05 Sept 05 Mar 06 Oct 05 2006 Segmentation Targeting Positioning(Complete) TacticsPlanning(Complete) Continue Research (Complete) TacticsImplementation Develop questions based to better understand the environment, relevancy of services/programs, points of differentiation Identify target segments, core strengths and potential positions, test, finalize positioning, and messages Identify programs consistent with our positioning and meet needs, develop tactical and communication programs for each segment

  5. MISSION of EPILEPSY FOUNDATION Ensure that people with seizures are able to participate in all life experiences and prevent, control and cure epilepsy through research, education, advocacy and services. HELP For TODAY HOPE for TOMORROW ENCOURAGE RESEARCH More Epilepsy Scientists Better Treatments Cure for Epilepsy EMPOWER PEOPLEEliminate Barriers Remove Stigma Close Treatment Gap Living WITHOUT Epilepsy Living Better WITH Epilepsy IMPROVED QUALITY OF LIFENo Seizures - No Side Effect – No Stigma

  6. Our Strategic Plan (2006-2010) • Our Environment • Present & Future Conditions • Today • Epilepsy Treatment • Epilepsy in Society • Tomorrow • Epilepsy Treatment • Epilepsy Foundation (Our Vision)

  7. Purpose of Our Branding Strategy Increase public awareness Shape public perception Speak with one, unified “voice”

  8. Desired Outcomes Enhanced reputation and credibility Deeper customer loyalty Stronger ties with partners Enhanced relevancy of services for people with epilepsy and contributors

  9. Who do we want to impact? • Constituents • People with epilepsy • Families (caregivers) • Stakeholders • People invested in our success • Donors and Funders • Board of Directors and Staff • Partners • Professional Caregivers • General Public

  10. Steps Taken to Date • Formed Brand Task Force • Reviewed 25 Years of Research Data • Identified Target Markets • Conducted Cross-Market Interviews • Identified Characteristics of Public Personality • Developed Brand Position Statement • Developed Primary Messages • Developed Implementation Plan

  11. Review of Existing Data • Positioning the Epilepsy Foundation – FCB Healthcare (2005) • Epilepsy Foundation: The Brand, marketing study by the MARC USA group (2004) • The Latino Community’s Cultural Beliefs & Attitudes Toward Epilepsy (2004) • Perceptions of Epilepsy Among African American Women: A Qualitative Research Study (2004) • Perceptions of Epilepsy Among African Americans (2004) • Report on In-Depth Interviews with Caregivers and Seniors with Epilepsy (2003) • The Epilepsy Foundation National Teen Survey on Epilepsy: African American Report (2003) • Knowledge of Epilepsy and Familiarity with This Disorder in the U.S. Population: Results from the 2002 HealthStyles Survey (2003) • Opinions, Behavior, and Motivations Associated with Epilepsy in the Hispanic Community: Attitudes of Hispanic Teens (2003) • The Epilepsy Foundation Public Awareness Survey: Report of Findings (2002) • African American Focus Groups: A Qualitative Study Conducted in Baltimore, Chicago, Cincinnati, and Mobile Topline Report (2002) • Epilepsy familiarity, knowledge, and perceptions of stigma: report from a survey of adolescents in the general population (2002) • Health-Related Quality of Life Among Persons With Epilepsy – Texas, 1998 (2001) • The Cost of Epilepsy in the United States: An Estimate from Population-Based Clinical and Survey Data (2000) • The impact of epilepsy from the patient’s perspective II: views about therapy and health care (2000) • Health Issues for Women with Epilepsy: A Descriptive Survey to Assess Knowledge and Awareness among Healthcare Providers (2000) • The Gallup Study of Public Awareness of Non-Profit Organizations (1996) • The Epilepsy Foundation national survey on safety issues, compliance and quality of life (1996) • Education and Employment in Patients with Refractory Epilepsy (1993) • Living with Epilepsy: A Quality of Life Survey (1992) • A Gallup Survey: Attitudes Toward Epilepsy (1987)

  12. Results: Perceptions of Epilepsy • People know very little about it. • They don’t think it’s severe. • They think it’s relatively rare. • They are uncomfortable around it. • People lack knowledge on how to recognize or respond to seizures.

  13. Results: Epilepsy as a Health Issue • 2.7 million in US (200,000 new cases a year) • Strikes mostly at life’s extremes (young & old) • Quality of life comparable to arthritis, cancer, heart disease • Leading neurological disorder among children • Third most common in the elderly and growing(100,000+ now in nursing homes) • Affects as many people as CP, MS, and Parkinson’s combined • Unknown population undiagnosed or untreated • Patients/physicians satisfied with less than optimal care • Seizures not benign – significant morbidity/mortality • A huge knowledge gap is filled with misinformation • Low value placed on the need for public education • There is no cure…

  14. Results: Knowledge of Epilepsy Foundation • Unaided awareness of the Foundation is very low (1%) • Aided awareness is lower than it should be (49%) • Low understanding of what Foundation does: Research (29%), Education (19%), Access to Care (11%) • High value placed on access to care (70%), access to information (67%), support research (65%) • Low level awareness of Foundation fundraising (11%)

  15. Results: Reputation of Epilepsy Foundation • Positive among users to disinterest or negative among non-users. • Respected among professionals. • Highly credible with Congress and federal agencies. • Positive among corporate and private donors.

  16. Brand Attributes Aspirational Characteristics of Our Personality

  17. Brand Attributes Influential We have the strength and scope of a nationalsystem with the impact of local servicedelivery.

  18. Brand Attributes Accessible Influential Our knowledge and services are easy to access and use.

  19. Brand Attributes Empowering Accessible Influential We strongly advocate for people affected by seizures and motivate them to take action and control of their lives.

  20. Brand Attributes Passionate Empowering Accessible Influential We are passionate about creating a better worldfor people affected by seizures.

  21. Brand Attributes Passionate Inviting Empowering Accessible Influential We are always friendly, approachable, andappealing to users and non-users.

  22. Brand Attributes Passionate Inviting Empowering Accessible Innovative Influential We are a forward-looking leader in providingup-to-date and relevant resources, researchand information about epilepsy.

  23. Brand Attributes Passionate Inviting Empowering Accessible Innovative Influential Knowledgeable We are the leading consumer health authority on epilepsy (not medical authority).

  24. Position Statement Passionate Inviting Empowering Accessible Innovative Influential Knowledgeable For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures.

  25. The Epilepsy Foundation is a strong ally that helps society understand epilepsy, empowers those affected by it, and strives for a world where not a single moment is lost to seizures.

  26. For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures. • Includes people with epilepsy, family and friends, and anyone whose life is affected. • On a local and national level, we are an advocate (ally) for better treatment, social equity and finding a cure. • Demonstrates our seriousness to take strong action, expeditiously.

  27. For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures. • Epilepsy Foundation empowers people affected by epilepsy to make their own choices in shaping their lives. • Social acceptance and understanding, choices in treatment, and an optimistic future provide access to life experiences.

  28. For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures. • Claims “lost moments” prevented through accurate diagnosis, improved treatment and new laws to ensure social equity. • Creates a call to action and provides response mechanism. • Ties “seizures” to “epilepsy”; seizures are symptomatic of epilepsy. • Encompasses the full spectrum of issues: medical treatment, research, stigma and social barriers. • “Lost moments” becomes basis for messaging.

  29. Creation of Revised Logo

  30. Online Brand Resources FoundatioNET… Brand graphics (logotypes) Stationery templates Marketing materials and templates Messages and glossary Media relations templates Guidelines and standards Contact information and help Strategic background material Planning & presentation templates Web artwork

  31. Implement Brand Strategy Review implementation plans, cut-and-paste messages and download tools. - Overview of Brand Strategy - Logo & Style Guidelines - Promotional Tools & Templates - Key Messages (“Lost Moments”) - Resources & Tools

  32. Quick-Start Guides INSERT: Mock-ups of Quick Start Guides of Logo, Style & Message Guidelines

  33. INSERT MOCK-UPS OF BUSINESS CARD & LETTERHEAD [more than one slide?]

  34. Transition Schedule • Both National Office and Affiliates will transition to using the new branding strategy over a one-year period • Newly-produced materials shall follow the new branding tactics • Old materials shall be replaced as they run out with materials that follow the new branding • Old materials that remain should not be used after a period of one year

  35. Implementation Schedule • May 15 -- Easy-to-Use logos and ‘Quick-Start’ Logo Use Guidelines for National and Affiliate ready – Provide via email as well as on disk • June -- Easy-to-Use logos available online • July/August -- Full Design Manual/Logo Use Guidelines developed-Available on CD and online • August through December -- Additional templates for print, broadcast and online advertising to be added to Brand Resource Center

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