Dr. Engelberg will lay the groundwork for the whole session by addressing the key principles of identity development, branding, and communications, and demonstrating a step-by-step, research-based process for determining an organizations' identity, image, and positioning. He will also introduce a series of little used research techniques that are highly suited for developing an identity platform, and that wins support from both internal and external target audiences. One of the techniques will be demonstrated and engage the audience in a highly interactive and thought-provoking exercise.
Learning Objectives: 1. KNOWLEDGE & THINKING - Participants will understand the concepts of organizational identity, branding, and positioning, and its relevance to their organization and/or programs. In doing so, they will think through the challenge that identity, branding, and positioning should be fundamental and essential issues for public health and socially-minded organizations to address. 2. PLANNING & INITIATING - Participants will learn specific techniques for beginning the identity development process, including timing, how to gain internal support, how to develop a sense of urgency among leadership and staff, the most likely barriers and how to troubleshoot them, and how research can accelerate internal buy-in. 3. IMPLEMENTING & EVALUATING - Participants will gain skills in how to utilize diverse research methodologies to identify disparities, how to determine the identity platform and branding strategy that would be most effective, what specific techniques to use for consistently branding and communicating the desired identity in order to achieve the desired positioning among key targeted constituencies e strategically build an identity, how and when to work with internal teams and external resources, and how to evaluate the process and results
Keywords: Public Health Education and Health Promotion, Marketing
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.