cra presentation fortwayne 072618...every group has disagreements, but when push comes to shove, a...

JULY 2018

CRADLE CINCINNATI | DESKEY BRANDING

“Brands build and retain value where the brand association is integral to the experience...” The New Yorker,

• Branding adverts tend to accentuate the values of the brand. Branding ads are used to inspire, captivate, entrance...

• Tactical ads can be viewed (narrowly) as logical arguments to convince you why this product/service is superior, usually via a tangible list of benefits and reasons.

• Some ads are a combination of the two. They make the consumer feel good while being supported by benefits.

Communication Best Practices

Emotional Brand Building

“Captures the heart,” Moves people to take action

Tactical Features and Benefits

“Captures the mind,” Helps people rationalize their decisions

TV Radio BrochuresWeb OutdoorTextPSAVideo


Example: Television


https://www.youtube.com/watch?v=57e4t-fhXDs



Example: Website



Example: Television


https://www.youtube.com/watch?v=4FL9J-3CYxg



Example: Print



Broader community

Television

Radio

Target community

Text Program

Brochures

Outdoor (Bus, Billboard, Signage)

Website Updates

PSA

Media Mix Explored for Cradle Cincinnati

Broader Community

Medical Community

Target Community

Brochures

Text

Outdoor

Radio

Television

Website


Success vs. Failure

Crossing the Chasm


Success vs. Failure

Consistency and Commitment gets you across the chasm


Brand Soul These Are My People.

Brand Position We are all connected, interdependent, responsible for each other. The golden rule is to treat others as we wish to be treated. Each child is our child.

Brand Personality Action Belonging Supportive Completing the Circle

soul

position

personality

Desired Consumer Experience Every group has disagreements, but when push comes to shove, a group comes together and does what needs to be done. We have an inherent responsibility to ourselves and to each other — a circle of receiving and giving at different times and during different circumstances in everyone’s life. We’re in it together.

BRAND FOUNDATION

The Tribe


BRAND ARCHITECTURE

learningcollaborative

Targeted CommunitySupport CommunityMedical Community

functional/internal expressive/external

Cradle Community Programs Cradle Targeted CampaignsCradle Internal Initiatives

(TBD) (AS RECOMMENDED) (EXISTING)


TARGET/COMMUNICATION

Our Target

Level 1: Core Urban Moms in Targeted Zips

Level 2: Direct Influencers Family: Fathers, Grandparents, Aunts Medical Community Targeted Urban Communities and Neighborhoods

Level 3: Indirect Influencers Corporate/Institutional Community Community at Large: Suburban Residents Public/Government Cradle Community

Brand Power = One Voice

Consistent brand messaging across the

Medical community, the Target community and

Broader community

Communication Strategy Develop messaging platforms that communicates at the proper level: awareness, activation, advocacy

Our Target


Safe Sleep Campaign


• There are misperceptions and close influencers that challenge the ABCs

• New parents suffer from fatigue, which degrades their willpower

• There is a “this can’t happen to me” attitude

Information that Informed the Campaign

AWARENESS ACTIVATION ADVOCACY


Safe Sleep Campaign 2017


Background/Grounding

Thus far our Safe Sleep messaging has focused on Alone, Back, Crib. Because it lacks emotion, this message stops in the prefrontal cortex. Therefore it has high awareness and recall, but low adoption. Tired, overwhelmed parents draw upon their neocortex, relying on instincts and emotions.

Research Recap



Research Session

September 14, 2016 President Drive, Cincinnati


Shared Concepts

Concept 1 Concept 2 Concept 3 Concept 4 Concept 5Concept 2a


Selected Concept

Insight: Building upon Dr. William Sears’ “fourth trimester” theory, when you add practical guides and tools to support the message, the target audience will have new behaviors to lean upon. Baby’s first three months are very difficult, so giving parents tactics to make that time easier feels like help.


Reaction • Moms can easily relate to this situation and it’s

a great solution

• The idea of staying connected or close to their baby is the major reason they sleep with their baby in their bed or on their chest

• Whether for practical reasons such as breastfeeding, or more emotional reasons like “my baby likes to hear my voice or my heartbeat,” all the moms desire to have their babies within reach

• They love the headline and repeatedly brought up the idea of connection

• “Where can I get one of these?”

Selected Concept

New Creative


CRADLE CINCINNATI | DESKEY BRANDINGSafe Sleep Billboard | 2017-18


Safe Sleep Health Clinic Posters | 2017-18


Safe Sleep Interior Bus Ad | 2017-18


Safe Sleep Exterior Bus Ad | 2017-18


Safe Sleep Video


Safe Sleep Video - The AlexandersCRADLE CINCINNATI | DESKEY BRANDING

Anti-Smoking Campaign



• Institutional racism and micro-aggression are speculated to cause effects similar to combat fatigue and result in PTSD

• Studies have proven that, when surrounded by a tight-knit, empathetic community, PTSD is reduced by up to 80%

• These women are the backbone of our communities and their families. Many feel they have to be both mom and dad

• Our target is stronger than given credit, and they will affect change if they feel someone believes in them

Insights


CRADLE CINCINNATI | DESKEY BRANDINGQueen City Billboard

CRADLE CINCINNATI | DESKEY BRANDINGQueen City Interior Bus Ad

CRADLE CINCINNATI | DESKEY BRANDINGQueen City External Bus Ad

CRADLE CINCINNATI | DESKEY BRANDINGQueen City Health Clinic Poster

Spacing Campaign



• Awareness of Spacing or birth planning (as it relates to mother/infant health) is non-existent

• HCPs do not engage in Spacing discussions with their patients

• 75% of births occur in Catholic hospitals, so contraception isn’t discussed

• Men and women, especially within the AA community, are very concerned about having a baby that’s not considered completely “normal”

• Women are often too overwhelmed to make this thinking a priority once they deliver their baby

Insights


CRADLE CINCINNATI | DESKEY BRANDINGSpacing Billboard

CRADLE CINCINNATI | DESKEY BRANDINGSpacing Interior Bus Ad

CRADLE CINCINNATI | DESKEY BRANDINGSpacing Exterior Bus Ad

CRADLE CINCINNATI | DESKEY BRANDINGSpacing Health Clinic Poster


Spacing PSA - VideoCRADLE CINCINNATI | DESKEY BRANDING


Creative Execution

Safe Sleep • Billboards• Radio• Bus Advertising• Audio Transit• Health Clinic Posters

Spacing • Billboards• Bus Advertising• Health Clinic Posters• Facebook Advertising• TV• Radio

Smoking • Billboards• Bus Advertising• Audio Transit• Health Clinic Posters• Facebook Advertising


Thank You


Appendix


• Smart, Simple, Memorable

• Expresses the collaborative brand focus, personality, and values

• Distinctive and Ownable

• Power to motivate audiences

Naming and Identity Criteria

Baby Strong

When you’re raising another human being, things can feel very isolated, like the responsibility for everything falls on your shoulders. But you are not alone. You are never alone. Right now, there are hundreds of people going through what you are, and thousands of people helping us all through. Together, we are so much stronger than you or I could ever be. Together, we are:

NAMING

Every Baby, Every Day

This is more than a commitment. This is a promise. A promise that we’ll be with you every step of the way, before and after your baby is born. A promise that we know things can get overwhelming, and we’ll be available day or night. Because this isn’t about some of the babies, some of the time. Hamilton County helps families like yours take care of:

NAMING

All Hands

We like to think of ourselves as a community of rugged individualists. But in reality, one of our greatest strengths is our ability to come together. Together we can do anything. Now is the time to act with urgency, confidence, and hope. Now is the time for everyone to do what they can to save every baby we can reach. Now is the time for:

NAMING

Cradle Cincinnati

It’s time to be a citizen again. To reach out and help this incredible city we call home. Hamilton County is home to some of the most amazing, thoughtful, giving people in the country, and it’s time we proved that to the rest of the world, one sidewalk at a time. It’s time to take care of the people who make our city great. It’s time to treat our neighbors like neighbors. It’s time to create our future. It’s time to:

NAMING


Names Explored But Not Recommended

Names RationaleforElimination

OneBabyataTime Lackspowertomotivate

TakeCareofOurOwn Notsmart,simple,memorable

GuardiansUnited Lackspowertomotivate

BabyWell Notdistinctiveorownable

EachLife Notdistinctiveorownable

TogetherWeRaise Notsmart,simple,memorable

OurBabies.OurWatch Notsmart,simple,memorable

FirstBirthdays Betterasatacticalcampaignname

EmbraceOurFuture Lackspowertomotivate

TheNurtureProject Notsmart,simple,memorable

EveryBaby.OneGoal. Notsmart,simple,memorable

KindredChildren Notalignedwithbrandfocus

OneHelpingAnother Lackspowertomotivate

WelcomeBaby Betterforatacticalcampaignname

MyNurture Notsmart,simple,memorable

BabyUp Notalignedwithbrandfocus

ChildWise Notdistinctiveorownable

Names RationaleforElimination

BabyTown,USA Lackspowertomotivate

DaughtersandSons Lackspowertomotivate

BabySteps Notdistinctiveorownable

PinkBlue Lackspowertomotivate

NowBorns Betterforatacticalcampaignname

BabyBoom Notdistinctiveorownable

FreshBeginnings Notdistinctiveorownable

GrowBabyGrow Notsmart,simple,memorable

AllRightBabies Notsmart,simple,memorable

Thrive,Cincinnati Notdistinctiveorownable

NurturetheFuture Betterforatacticalcampaignname

InfantAmbassadors Notsmart,simple,memorable

NestBuildersv

Notdistinctiveorownable

FamilyWorks Notdistinctiveorownable

FirstLight Notdistinctiveorownable

WeAreFamily Notdistinctiveorownable

EveryChildCounts Notdistinctiveorownable


• Smart, Simple, Memorable

• Expresses the collaborative brand focus, personality, and values

• Distinctive and Ownable

• Power to motivate audiences

Evaluation Criteria Brand Soul These Are My People.

Brand Position We are all connected, interdependent, responsible for each other. The golden rule is to treat others as we wish to be treated. Each child is our child.

Brand Personality Action Belonging Supportive Completing the circle

Desired Consumer Experience Every group has disagreements, but when push comes to shove, a group comes together and does what needs to be done. We have an inherent responsibility to ourselves and to each other — a circle of receiving and giving at different times and during different circumstances in everyone’s life. We’re in it together.

Baby Strong

Every Baby, Every Day

All Hands

Cradle Cincinnati

IDENTITY


• The enemy of organizations is not hate, it’s indifference

• If someone simply doesn’t care about you, they won’t consider you important, and they won’t experience strong emotions—like the kind that build the best brands

• A good start-up brand must stand for something and reject other things to the point that they attract the attention of a polarized market

• It’s a fine line between love and hate

• This is precisely where powerful brands are created

Where there is no difference, there is indifference


• It must connect and unite the broad community

• It must encourage collaboration within the Board and with community organizations

• It must build trust by being real

• It must bridge the divide between social and health systems because healthy moms need healthy lives

The Job of Successful Brands


• A Brand is a collection of experiences

• Every interaction (tangible or intangible) between a person and your brand creates their experience—good or bad

• The best brands convey a consistent message and experience across all touchpoints

• Each of you is a touchpoint

Brand Experience


It Takes a Village

Successful branding involves a complex formula. Identifying

the brand and positioning is only the start. What is most

important is ensuring that key stakeholders are demonstrating

the value of the brand on a regular basis—both inside and

outside the organization.

cra presentation fortwayne 072618...every group has disagreements, but when push comes to shove, a...

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