4073.0: Tuesday, November 14, 2000 - 8:30 AM

Abstract #16314

Helping public health organizations succeed at branding - key steps & lessons learned from an agency perspective

Lindsey Spindle and Edward Maibach, PhD, MPH. Porter Novelli, 1120 Connecticut Ave., NW, 11th Floor, Washington, DC 20036-5882, 202-973-2937, lspindle@porternovelli.com

Ms. Spindle and Dr. Maibach pulls together the preceding presentations by illustrating a practical model for establishing the desired identity, image, and positioning through all aspects of communications, including branding strategy, symbolism, developing programs and materials, promotion, and how to best work with internal communications staff as well as agencies. Examples from projects with a myriad of organizations will illustrate a slew of practical tips, from how to generate and keep momentum, to dealing with graphic design and writing issues, in terms of both content, style, and purpose.

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 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.

The 128th Annual Meeting of APHA