tbp communication phase 2 - aug 19

Brand Communication Strategy – Stage 2

Presentation by Phantom Creative Solutions. Aug 19, 2011

So far..Phantom has made a recommendation on the ‘WHAT’ to say aspect, based on a brand ‘truth’ that is compelling and differentiating i.e. The Brand Positioning strategy

Today, we will focus on the ‘HOW’ to say aspect of communication. i.e. The Brand Communication strategy

1. Recap of the positioning ‘ WHAT’ to say?

• Main focus on maternity• Premium and sophisticated• Ultra-modern, world-class set up• Unique personalised and family oriented experience • Supported with Clinical excellence ;

• Good set of doctors• Physical infrastructure – e.g. NICU, LDR• Technologically advanced• Equipped to handle high risk pregnancies also

• We are intentionally smaller in size as compared to other hospitals and birthing centres to provide a more personalised and intimate experience

• Overall we will provide reassurance on clinical excellence but will not communicate this overtly. Our focus will clearly be on truly delivering a better experience

The product

Most places offer a factory line approach to birthing. We, on the other hand, are intentionally small.

We are small, so we can offer an experience that is more intimate and exclusive. Being small helps us do things like offer a designated nurse for her entire pregnancy, go that extra mile to cater to her unique needs, be more personalised in our approach, and clinically offer better care than others.

The desired consumer response should be “I wish I could be one of those lucky few mothers to deliver at The Birthplace”.

The brand positioningTBP = ‘EXCLUSIVE’

• Be more ‘Personalised’ in our care

• Offer better ‘Clinical Excellence’ than others. By Clinical Excellence here we refer to not technical aspects like NICU but even the softer aspects e.g. One nurse on duty for one mother, monitoring each baby by the hour, more time spent in consultation with doctors

• Go that ‘Extra’ mile in our offering and service

• Treat mothers and their families in a more ‘closer /non- clinical and intimate manner’. For e.g. staff will know the names of all close family members of the mother

• Be more ‘Efficient’ in our service e.g. Faster billing process

• Be in a position to ‘Pamper / indulge’ mother

Exclusive allows us to

• To ensure we do not come across as being arrogant. We are exclusive but not snobbish

• We should be very approachable. It just so happens that we are small for a reason and therefore every mother cannot deliver at The Birthplace, making us more exclusive and desirable than other centres

• We should not appear “pricey.” We are not exclusive because of the price tag. We are exclusive because of the experience we offer

• Communicate the benefits of being ‘boutique’ without highlighting ‘small’

The challenge

• Whatever TBP offers should not be seen only as ‘indulgent’, ‘pampering’, ‘luxurious’ and therefore ‘frilly/rather unnecessary’

• TBP experience should be considered as very critical and important aspects to birthing

• The challenge therefore is to present what we offer as attributes of a GOOD birthing centre rather than luxurious/pampering/special

• Basically, redefining ‘Care’

The bigger challenge

2. The Creative Expression‘ HOW’ to say?

Communication Plan

The stagesSTAGE 1 STAGE 2 STAGE 3

COMING SOON - A NEW BIRTH PLACE COMING SOON - TBP WE ARE OPEN

STAGE 1 : COMING SOON – A NEW BIRTH PLACE

STAGE 2 : COMING SOON - TBP

• Create a buzz and anticipation around the brand• Reveal more of the concept and the facility• Run recruitment ads

• ( Creatives for this stage to be shared in next meeting)

Launch of logo

STAGE 3 : WE ARE OPEN

Day of Launch

Post Launch

Campaign 1 – Communicating ‘What is TBP’

Below The Line

Public places e.g. Baby stores, malls

Inside Women Loos at premium locations – Disposable toilet seat covers

Freebie at yoga classes for pregnant women

At high end restaurants, a free exotic drink

Inside Aircrafts

Create a community that is engaged together with activitiesFor example : Club Nine

• Nature walks• Screen Funny movies / Romantic comedies• Fashion workshop• The Happy Music Concert• Aroma Therapy workshop, and so on..

Online social media

Campaign 2 – ‘Engaging with the consumer’

Education Series

Thank You