Creating Awareness Through Your Brand and Your Brand’s Story Mark Bateman Senior Vice President Texas Scottish Rite Hospital for Children Rite Care Conference September 14, 2012

Agenda Welcome Welcome Overview Overview Brand Idea Brand Idea Tools Tools-Break Advocate Advocate TSRHC TSRHC Storytelling Storytelling PR Basics PR Basics -Q & A

3,500,000,000 On-line conversations each day* *Forrester

Immediacy Immediacy Information Information Innovation Innovation Technology Technology Choices Choices Quality Quality Value Value The “New” Normal Environment

If Facebook were a country, it would be the fourth largest in the world!* *Millward Brown

Connection Connection Common ground Common ground Be part of people’s lives Be part of people’s lives Two - way dialogue Two - way dialogue = Conversation = Conversation Communication: Not Enough To Succeed

Brands with the most conversations in their category grow 4x faster than average. - London School of Economics - London School of Economics Ignite Conversations Increasing conversations by 12%, doubles a brand’s growth. - Bain

Power Brands

Roots Roots Soul Soul Essence Essence Purpose Purpose Reason for being Reason for being Core values Core values Beliefs Beliefs Igniting A Conversation Starts with a Brand POV. People don’t buy brands, they buy into brands = Brand Idea = Brand Idea

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

Communications Communications Marketing Marketing Web Site Web Site Call Center Call Center Employees Employees Products Products Services Services Culture Culture Everything Everything Brand Idea Informs the total brand experience

…a contagious idea built from an insight or universal truth that becomes the brand’s organizing principle for all communications Brand Idea

Bold Bold Compelling Compelling Genuine Genuine Unifying Unifying Personal Personal Emotional Emotional Active Active Engaging Engaging Memorable Memorable Get talked about; Ignite conversations Get talked about; Ignite conversations Contagious Ideas

Guidelines For Creating… Contagious ideas that ignite conversations You’re part of the conversation, whether you are managing it or not. You’re part of the conversation, whether you are managing it or not. Everything you do creates conversation Everything you do creates conversation Igniting the conversation grows your business Igniting the conversation grows your business Meaningful conversations start with a brand idea Meaningful conversations start with a brand idea You must talk about something that matters You must talk about something that matters Talk is cheap… Talk is cheap… What you do for people is more likely to get them talking than what you say you do.

The Connection Plan AudienceProspectCustomer Return Customer Return CustomerAdvocate Target & Identify Inform & Interact Influence & Motivate Support & Serve Increase Loyalty

BREAK

The Connection Plan AudienceProspectCustomer Return Customer Return CustomerAdvocate Target & Identify Inform & Interact Influence & Motivate Support & Serve Increase Loyalty

Charlsie Doan Charlsie Doan Advocate

Advocate

2012 KidSwing

Brand Elements Since 1921 Caring for Children Charity Pediatric Orthopaedics Expertise; Specialty Doing the Right Thing Culture of Special Care Contagious Expression Can’t to Can Abnormal to Normal Disability to Ability Extraordinary to Ordinary Different to Special Impossible to Possible “Anything’s Possible Hospital”

TSRHC Brand Idea

TSRHC

GOAL Friendraising and Fundraising STRATEGYShare the story through events and personal touch ACTIONS200+ events across a range of: Geographies Geographies Audiences Audiences T hemes T hemes Brand Communications Plan

Hospital Events

Community Events

Masonic Events

Social Events

Sporting Events

Patient Events

Medical Events

Volunteer Events

A good story follows a dramatic arc Opportunity… …Crisis… …Crisis… …Aspiration… …Aspiration… …Challenge… …Challenge… …Effort… …Effort… …Inspiration… …Inspiration… …Triumph. …Triumph. Storytelling

ChallengeConnectionCreativity Three Types Of Stories

What hurdles were overcome to develop the best solution? Because of your diagnostics… your unique way of understanding challenges…you were able to uncover an approach that no one else did. The Challenge Story

Which seemingly incompatible elements did you bring together for the benefit of the prospect? You were the first/only program to put together these elements and this approach. The Connection Story

What were the creative insights that drove to your solution? When you discovered the insight you started a journey to develop the inevitable and unquestionably right, solution. The Creativity Story

Ownable Ownable Differentiating Differentiating Memorable Memorable Engaging Engaging Active Active Positive Positive Hopeful Hopeful

THANK YOU