Creating AwarenessCreating AwarenessThrough Your BrandThrough Your Brand

and Your Brand’s Story and Your Brand’s Story

Mark BatemanMark BatemanSenior Vice PresidentSenior Vice President

Texas Scottish Rite Hospital for ChildrenTexas Scottish Rite Hospital for Children

Rite Care ConferenceRite Care ConferenceSeptember 14, 2012September 14, 2012

AgendaAgenda

3,500,000,000

On-line conversations each day*

*Forrester

• ImmediacyImmediacy• InformationInformation• InnovationInnovation• TechnologyTechnology• ChoicesChoices• QualityQuality• ValueValue

The “New” Normal EnvironmentThe “New” Normal Environment

If Facebook were a country, it would be the

fourth largest in the world!*

*Millward Brown

• ConnectionConnection• Common groundCommon ground• Be part of people’s livesBe part of people’s lives• Two - way dialogueTwo - way dialogue

= Conversation= Conversation

Communication: Not Enough To SucceedCommunication: Not Enough To Succeed

Brands with the most conversations in their Brands with the most conversations in their category category grow 4x faster than average.grow 4x faster than average.

- London School of Economics- London School of Economics

Ignite ConversationsIgnite Conversations

Increasing conversations by 12%, Increasing conversations by 12%, doubles a brand’s growth.doubles a brand’s growth.

- Bain- Bain

Power BrandsPower Brands

Igniting A ConversationIgniting A Conversation

Starts with a Brand POV.Starts with a Brand POV.People don’t buy brands, they buy into brandsPeople don’t buy brands, they buy into brands

= Brand Idea= Brand Idea

A long-term theme that drives the A long-term theme that drives the brand at all points of contact…brand at all points of contact…

Brand IdeaBrand Idea

Brand IdeaBrand Idea

Informs the total brand experienceInforms the total brand experience

……a a contagiouscontagious idea built from an idea built from an insight or universal truth that insight or universal truth that

becomes the brand’s organizing becomes the brand’s organizing principle for all communicationsprinciple for all communications

Brand IdeaBrand Idea

Contagious IdeasContagious Ideas

Guidelines For Creating…Guidelines For Creating…

Contagious ideas that ignite conversationsContagious ideas that ignite conversations• You’re part of the conversation, whether you are You’re part of the conversation, whether you are

managing it or not.managing it or not.• Everything you do creates conversationEverything you do creates conversation• Igniting the conversation grows your businessIgniting the conversation grows your business• Meaningful conversations start with a brand ideaMeaningful conversations start with a brand idea• You must talk about something that mattersYou must talk about something that matters• Talk is cheap…Talk is cheap…

What you do for people is more likely to getWhat you do for people is more likely to getthem talking than what you say you do.them talking than what you say you do.

The Connection PlanThe Connection Plan

AudienceAudience

ProspectProspect

CustomerCustomer

Return CustomerReturn Customer

AdvocateAdvocate

Target & IdentifyTarget & Identify

Inform & InteractInform & Interact

Influence & MotivateInfluence & Motivate

Support & ServeSupport & Serve

Increase LoyaltyIncrease Loyalty

BREAKBREAK

The Connection PlanThe Connection Plan

AudienceAudience

ProspectProspect

CustomerCustomer

Return CustomerReturn Customer

AdvocateAdvocate

Target & IdentifyTarget & Identify

Inform & InteractInform & Interact

Influence & MotivateInfluence & Motivate

Support & ServeSupport & Serve

Increase LoyaltyIncrease Loyalty

Charlsie DoanCharlsie Doan

AdvocateAdvocate

AdvocateAdvocate

2012 KidSwing2012 KidSwing

Brand ElementsBrand ElementsSince 1921Since 1921Caring for ChildrenCaring for ChildrenCharityCharityPediatric OrthopaedicsPediatric OrthopaedicsExpertise; SpecialtyExpertise; SpecialtyDoing the Right ThingDoing the Right ThingCulture of Special CareCulture of Special Care

Contagious ExpressionContagious ExpressionCan’t to CanCan’t to CanAbnormal to NormalAbnormal to NormalDisability to AbilityDisability to AbilityExtraordinary to Extraordinary to OrdinaryOrdinaryDifferent to SpecialDifferent to SpecialImpossible to PossibleImpossible to Possible

““Anything’s Possible Hospital”Anything’s Possible Hospital”

TSRHC Brand IdeaTSRHC Brand Idea

TSRHC TSRHC

GOAL GOAL Friendraising and FundraisingFriendraising and Fundraising

STRATEGYSTRATEGY Share the story through events and Share the story through events and personal touchpersonal touch

ACTIONSACTIONS 200+ events across a range of:200+ events across a range of: GeographiesGeographies AudiencesAudiences TThemeshemes

Brand Communications PlanBrand Communications Plan

Hospital EventsHospital Events

Community Events Community Events

Masonic EventsMasonic Events

Social EventsSocial Events

Sporting EventsSporting Events

Patient EventsPatient Events

Medical EventsMedical Events

Volunteer EventsVolunteer Events

A good story follows a dramatic arcA good story follows a dramatic arc

Opportunity…Opportunity… ……Crisis…Crisis…

… …Aspiration…Aspiration… … …Challenge…Challenge… … …Effort…Effort… … …Inspiration…Inspiration… … …Triumph.Triumph.

StorytellingStorytelling

ChallengeChallengeConnectionConnectionCreativityCreativity

Three Types Of StoriesThree Types Of Stories

What hurdles were overcome to develop the What hurdles were overcome to develop the best solution?best solution?

Because of your diagnostics… your unique way Because of your diagnostics… your unique way of understanding challenges…you were able to of understanding challenges…you were able to uncover an approach that no one else did.uncover an approach that no one else did.

The Challenge StoryThe Challenge Story

Which seemingly incompatible elements did you Which seemingly incompatible elements did you bring together for the benefit of the prospect?bring together for the benefit of the prospect?

You were the first/only program to put together You were the first/only program to put together these elements and this approach.these elements and this approach.

The Connection StoryThe Connection Story

What were the creative insights that drove to What were the creative insights that drove to your solution?your solution?

When you discovered the insight you started a When you discovered the insight you started a journey to develop the inevitable and journey to develop the inevitable and unquestionably right, solution.unquestionably right, solution.

The Creativity StoryThe Creativity Story

• OwnableOwnable• DifferentiatingDifferentiating• MemorableMemorable• EngagingEngaging• ActiveActive• PositivePositive• HopefulHopeful

THANK YOU