Branding in Atlantic Canada

1
Branding in Atlantic Canada
2

• Presented By
• Sandy Johnson, RN
• Executive Director, Hospice Greater Saint John
• Website www.hospicesj.ca E-mail
  sjohnson_at_hospicesj.ca
• Contributors
• Lydia Underhill, Executive Director, Hospice
  Greater Moncton/du Grand Moncton
• Christine Hatheway, Executive Director, Chaleur
  Services Palliatifs Communautaires
• Ken Baker, Volunteer Office Manager and Service
  Coordinator, Hospice Sussex
• Serena Lewis, Executive Director, Hospice
  Colchester East Hants

3
Selling Palliative Care

• Creating community awareness of local hospice
  palliative care programs is key to facilitating
  access to care.
• Community Hospices play a major role in creating
  awareness and enhancing peoples knowledge of
  local available resources.
• Selling hospice palliative care services relies
  heavily on the advertising, promotion and
  branding aspects of the marketing functions.

4
The Marketing Function

• Marketing consists of the strategies and tactics
  used to identify, create and maintain satisfying
  relationships with clients which result in value
  for both the client and the organization.
• Marketing is the process of creating or
  reorganizing an organization to be successful in
  consistently selling a product or service that
  people not only desire, but are willing to buy.
• Marketing is about spreading ideas telling a
  story about the value of programs and services
  that makes clients want to purchase them.
• Effective marketing is not about gloss or
  expense it is about a compelling message
  delivered in ways appropriate to the organization
  and target audience.

5
Branding

• Branding is the marketing process of applying a
  personality or identity to a particular product,
  service or company- making products/services more
  understandable and clients more comfortable.
• Family branding is a marketing strategy that
  involves selling several related
  products/services/programs under one brand name
  and identity.
• There are often economies of scope associated
  with family branding since several products,
  services, programs or organizations can
  efficiently be promoted with a single
  advertisement or campaign.
• Branding helps to establish wider recognition and
  multiply marketing efforts.

6
Branding

• Several years ago, Hospice Greater Saint John
  re-designed its image to appeal to the
  needs/wants of families coping with illness.
• Our logo was changed to incorporate
• The Sunflower - the international symbol of
  Hospice and the symbol of strength, peace,
  resilience and hope
• The tag line Providing Comfort, Care and Hope
  to help sell a vision of care that clients want
  to purchase.
• Five members of the Atlantic Canada Hospice
  Family are now using the same corporate logo and
  a special event logo to maximize limited
  advertising and promotion dollars, build brand
  equity and establish a wider recognition.

7
Branding

• Our identity our name, logo, tag line and
  visual presentation is our brand.
• It tells the community who we are, what we
  believe in, and why people should access our
  services and support us.
• It makes us unique and distinguishes us in the
  community.
• It implies trust, consistency and a clear set of
  expectations.
• Through its promises, it shapes the relationships
  we have with our stakeholders.

8
Identity Guidelines

• The success of our identity (brand) is dependent
  on the consistent delivery of our brand promises
  and creating a memorable, positive experience.
• With the help of
  Hospice Greater Saint John developed an Identity
  Guide to help those using the Hospice brand to
  manage and consistently communicate the visual
  aspects of our image.
• By following its standards and guidelines, we are
  able to obtain full value from our brand identity
  and hopefully create a lasting, positive
  impression and wider recognition.

9
Location South Western New Brunswick, Greater
Saint John Area Population 122,389 Year
Established 1983 No. Clients Served
Annually 500 Programs Services Palliative
Support Outreach (drives, linen, volunteer
support) Grief Bereavement (monthly calls,
grief groups, Angels Remembered, Annual
Memorial Service) Residential Hospice (in
development) Information Education No. of
Volunteers 130 No. of Staff 3.2 Executive
Director Palliative Support Coord
Grief/Administrative Coord Bookkeeper/Webmaste
r Annual Budget Currently - 250,000 Goal Resi
dential Hospice in 2009  
10
Location South Eastern New Brunswick Greater
Moncton Area Population 120,000 Year
Established 2005 No. Clients Served
Annually 50 Programs Services In-Home
Volunteer Support Grief Bereavement Groups
each Spring and Fall Monthly Grief Meetings
Annual Service of Remembrance No. of
Volunteers 90 No. of Staff 2- Executive
Director and Volunteer Coordinator Annual
Budget 32,000 Goals Increase community
awareness recruit volunteers increased
funding and, a future goal of a Hospice
facility  
11
Location Central Nova Scotia Truro
Area Population 76,000 Year Established 2003
No. Clients Served Annually 500 Programs
Services Food From the Heart Community
Hospital Volunteer Support Grief Relief
(Walking Group, Spousal Support Group,
Information) Memorial Service Angels
Remembered Helens Hugs Daisy Day
Education No. of Volunteers 50 No. of Staff 3
Executive Director Grief Support Coordinator
Volunteer Coordinator/Bookkeeper Annual
Budget 150,800 Goal Residential Hospice by
2012  
12
Location South/Central New Brunswick Sussex
Area Population 30,000 Year Established 2003
by Hospice Greater Saint John who transferred
governance operations to a duly elected
Board of Directors in 2006 No. Clients Served
Annually 20 Programs Services Local Drives
Library Loans Bereavement Phone Support
Volunteer Visiting Respite No. of
Volunteers 19 No. of Staff 0 (One volunteer
manages the office and coordinates
services.) Annual Budget 8,700 Goals To
establish Community Grief Support Groups and
increase community profile.  
13
Location North Eastern New Brunswick Bathurst
Area Population 17,000 Year Established 2007 N
o. Clients Served Annually 10 Programs
Services Volunteer Outreach Services No. of
Volunteers 8 No. of Staff 1.5 Executive
Director and Administrative Assistant Annual
Budget 40,000 Goals Develop a community
grief support group and establish a 6-bed
Residential Hospice by 2012.  
14
Event Branding

• Place an angel on the Hospice Christmas Trees in
  memory of or in honour of loved ones for a
  donation of any amount to Hospice.