BRAND STORY AND MESSAGE - Inbound Marketing …...The USP is a complement to your tagline and slogan. EXAMPLE: FedEx offers overnight shipping at reasonable prices. Their slogan is,

BRAND STORY AND MESSAGE

Brand Story and MessageIMPORTANT CONCEPTS:

• Comprehensive Allied Health Education

• Tailored to fashion patient-centered, value-based care

• Convenient and respectful of time and need, emphasizing respect in the core curriculum

• Unparalleled training using straightforward technology that simulates practical and theoretical cases

• Approved by ABSA

• Accessible and available for international and domestic learners

• Dr. Atwater’s extensive background and expertise adds to the validity of the programs

• NHT goal is to be a nationally and internationally accredited learning institution for allied health professionals

o Will reach this goal by providing sharp-edged curriculum, convenience, and a respectful staff.

BACKGROUND

Our story begins with the medical director and president of National Healthcare Training, Dr. John G. Atwater from Vero Beach, Florida.

Dr. Atwater is an orthopedic surgeon with an impressive curriculum vitae, which includes education at Yale and the University of Virginia, with post graduate training at Johns Hopkins, Howard University, and University of Louisville. Dr. Atwater is a member of the American Board of Orthopedic Surgeons, American Medical Association, North American Spine Society, Neurodiagnostic Society, and Indian River County Medical Society. His passion is in building extraordinarily efficient surgical teams that get the job done with optimism, intelligence, and patient-centered tactics.

THE NHT STORY

The rapid pace of change in the medical industry demands that we enhance allied health education. The role of surgical first assistant is often filled by another surgeon, confirming the theory by the American College of Surgeons, which states that this position needs a highly skilled professional to help the acting surgeon get through the procedure.

BRAND STORY AND MESSAGE

Many of the clinical skills expected of the surgical first assistant, under the direction of the surgeon, include:

These skills do not cover the skills needed to function outside of the operating room, which is where NHT sets itself apart from competitors. The primary focus is on offering the most extensive, yet engaging online surgical assistant program to qualified professionals who are looking to advance their career.

With Dr. Atwater’s expertise and guidance, NHT programs serve as the premiere choice for allied health education because of the comprehensive curriculum, practical and theoretical applications, convenience, accessibility, and a deep-seated respect for the field and its ever-changing nature.

The educational team is comprised of:

Programs are made up of all the required topics that teach the mechanics of how to do the job, as well as supplementary subjects that give learners an extra edge to their abilities – such as communications in health care, team building, management, and legal considerations.

We succeed by functioning within the bounds of our core value: Respect. We are respectful of each other, the industry, and the needs of learners. Making the programs convenient and easily accessible with interactive modules and entertaining media allows us to boast as the most sought-after program for allied health professionals.

• Patient positioning

• Skin preparation

• Help with visualization of the surgical site

• Assist with hemostasis using appropriate techniques

• Volume replacement and transfusion

• Wound closures

• Application of wound dressings

• Helping with drainage

• Doctors

• Nurses

• Physician assistants

• Nurse practitioners

• Social workers

• Therapists

• Other experts that write and manage the material.

MISSION STATEMENT

OUR MISSIONNational Healthcare Training, LLC offers comprehensive, unique, and compelling

programs to learners who want to improve their skills and grow in their chosen

field. Our goal is to attract highly qualified and driven individuals who share the

same ambition we do: to preserve the integrity of Allied Health Sciences by offering

practical and theoretical applications in a virtual environment that are relevant in

real-world medical and surgical settings. Most of all, our programs are designed to

encourage a lifelong commitment to learning, and a deeper respect for the field.

NHT Cornerstones

Cornerstones identify the ideals of the brand. They are the foundational words that help build the structure and culture of a company. They

allow us to keep the integrity of the brand voice with all types of media. These terms can also be used internally as a means of training and keeping

a certain culture within the company, such as how to answer inquiries, address concerns, or design the LMS.

The tagline for National Healthcare Training, LLC is “Beyond the Vitals.” The below cornerstones reflect that tagline and will be the

infrastructure for all communications by and with NHT representatives.

These terms are universal, in that they can be used to market to the various audiences, especially program directors and independent learners. All

marketing materials should embody at least one of the cornerstones.

The cornerstones are part of the NHT personality, so they are terms that should be realistic and practiced regularly.

CORNERSTONES

COMPREHENSIVE

EXPERTISE

RESPECT

NHT CORNERSTONES

COMPREHENSIVENational Healthcare Training, LLC is not your typical online school. Most programs are forced to accommodate an exceedingly fast-paced lifestyle, teaching the mechanical ‘what’ and ‘how,’ but ignoring the most crucial elements in health care: communication, compassion, and respect. These concepts are part of NHT’s General Studies curriculum, which prepares learners for their field and trains them to be highly valuable allied health professionals, with an extra edge to their abilities.

RESPECTRespect is a cherished value at National Healthcare Training. We understand and appreciate the needs of learners, school administrators, hiring doctors, and health systems, especially with regards to time constraints and the demand for less mentally exhausting material. Health care professionals in all areas of the industry often work long and varied hours, so our programs and Learning Management System are convenient, easy-to-use, and packed with interactive modules that will keep learners entertained and motivated. Not everyone can meet at specific times, especially health professionals. For this reason, NHT programs are self-paced and targeted to the busy professional who is looking to advance their careers without cutting corners.

Additionally, respect is a vital component of health care. It is at the heart of a functional and efficient care team. Learning the best ways to deal with conflicts, communicate clearly, and take multiple views into consideration when speaking to patients and team members is going to strengthen the learners’ abilities and make them much more valuable and well-rounded in the field.

EXPERTISEOne of the most important items in any learning curriculum is the validity and efficacy of the material. You can’t learn how to fish from someone who has never touched a fishing pole. You wouldn’t learn how to do brain surgery from a dentist. That said, NHT programs are written, designed, taught, and managed by industry experts with several years’ experience sharpening their skills and honing them for education. The courses are made of theoretical and practical applications to help learners gain various perspectives and broaden their view of the field. This will essentially lead to more creative solutions and satisfying experiences for the health professional, the patient, and the managing surgeons or administrators.

CORNERSTONES

CORNERSTONES

STRONG WORDS TO USE WITH CORNERSTONES

• Accessible

• Accommodating

• Available

• Bold

• Centralized

• Compassionate

• Conscious/Conscientious

• Considerate

• Convenient

• Dynamic

• Excellence

• Experienced

• Generous

• Global

• Helpful

• Insightful

• Integrative

• Integrity

• Knowledgeable

• Leadership

• Opportunistic

• Optimistic

• Pioneering

• Prepared

• Progressive

• Team-driven

• Well-Rounded

This is a short statement that helps describe the brand story and why you do what you do. Typically, the statement should be enough to

tell someone about your service or product in the time it takes to share an elevator ride.

A prepared statement ensures that everyone involved in the company communicates the message and story in the same way, adding the value of

consistency.

RECOMMENDATION:

At National Healthcare Training, we make learning as a working

adult painless and entertaining. We use industry-approved

subject matter that goes beyond the mechanical essentials,

helping learners grows into highly valuable, compassionate, and

effective allied health professionals that would be an asset to

any team. We thrive on watching people expand their horizons,

and our programs are designed to make sure that happens.

WHY?

This short paragraph encompasses the tagline for NHT. It

focuses on creating highly productive and valuable members of

the care team by teaching them more than the basics.

THE ELEVATOR PITCH

Summary - The Elevator Pitch

UNIQUE SELLING PROPOSITION

The USP is your most exceptional attribute; it is about what you do, what you provide, and to whom. The USP is the motivating factor that will get people to visit your site, request more information, enroll in an NHT program, refer other schools and learners, and otherwise become loyal to your brand. The USP is a complement to your tagline and slogan.

EXAMPLE:

FedEx offers overnight shipping at reasonable prices. Their slogan is, “When it absolutely, positively has to be there overnight.”

NHT offers education that goes beyond the basics and penetrates the core value of learning. Our Tagline is “Beyond the Vitals.”

RECOMMENDATION FOR USP:

NHT is an advanced vocational institution that supports a fast-paced industry and promotes a culture of expert-driven learning based in respect and compassion.

WHY THIS RECOMMENDATION?

The most unique ingredient in the NHT brand is the comprehensive, interactive nature of the self-paced allied health programs. The courses are designed not only to teach learners how to perform the job efficiently, but why they’re doing what they do and how to apply it in the real-world setting using various concepts of knowledge, including:

The recommended USP statement touches on all the above components of your most significant attribute.

• Legal considerations

• Management concepts

• Patient safety

• Aseptic practices

• Communications in Health Care

• Ethical considerations in health care

• Team building in health care

• Clinical applications and IT

• Medical documentation

The Unique Selling Proposition

SINGLE NET IMPRESSION

The SNI is the one thing that would impress your audience. It is the reason your customers fall in love with

and become loyal to your brand after learners have gone through and successfully completed the program. The single

net impression should be sharp enough to get the appropriate emotional response and broad enough to apply to both

audiences: program directors/institutions and independent learners.

Having an SNI adds to the consistency of your brand, which extends into the marketing and advertising efforts. It gives a

guide on how all media should communicate the brand.

RECOMMENDATION:

NHT provides unparalleled learning opportunities to allied health professionals.

WHY?

It’s a simple, effective, and informative statement. The comprehensive, industry-approved courses at NHT help allied health professionals – who

are key members of the care team and frequently attend to patients and families – go through a program that surpasses those in the industry in the

sense that it’s more interactive, entertaining, convenient, and instrumental.

SUPPORTING CHARACTERS

“Unparalleled learning opportunities” suggests a chance to advance and a decision to make, encouraging motivated and prepared learners and

directors to start a program that is straightforward, but intense.

The Single Net Impression

This is an incomplete list of keywords and phrases to be used on the NHT website. Each page will have their own focus keyword and

metadescription for the search engines.

KEYWORDS AND PHRASES

NHT Keywords and Phrases

SCHOOL SURGICAL ASSISTANT PROGRAM

ShortAllied health educationAllied health education programBasic allied health educationOnline allied health educationAllied health education onlineAllied health continuing educationAllied health professions

Long-TailNational education for allied healthWork at your own pace online collegeCourses built on convenience Flexible online college courses

ShortSurgical assistantSurgical first assistantTuition and FeesSurgical assistant programsSurgical first assistant programSurgical first assistant program onlineSurgical assistant training

Long-TailHow to become a surgical assistantHow to become a surgical first assistantThe difference between surgical technologist and surgical assistantContinuing education for allied health professionalsThe cost of surgical assistant program

COMMUNICATING THE BRAND STORY THE VOICE MATTERS

The brand voice is essential in all communications. How the story is told is just as important as what is said in all forms of media, from internal e-mails to

direct-facing meetings. NHT has two primary audiences: program directors and independent learners. Each will require a different tone, as well as different

information; therefore, using the right voice is essential to successful marketing.

Materials need to be geared toward the specific audience, touching on needs, pain points, and values. The materials provided to learners will be different from

the materials provided to the administrators of affiliate institutions. Whenever both groups are targeted, such as in the home page and social media pages, great

care should be given to what is said to maintain credibility, but still get the point across.

FOR AFFILIATE INSTITUTIONS

This is like speaking to the parents of a high school student you want to attend your university. Program directors and health system administrators have put a

great deal of time, effort, and money into training their students or employees. While some directors and administrators are more aloof to what students do after

graduation, there are many who take a protective stance in front of their protégés. Marketing materials should be confident, knowledgeable, and friendly.

Marketing Text

MARKETING TEXT

• Use a formal, but amicable

tone of voice, such

as “Your students are

important. Let’s help them

move forward together.”

• Help them screen their

students. “Are your top

students ready to take the

next step of their career

advancement?”

• Help them advise their

students. “Here are a few

key points about the NHT

programs…”

• Be as clear and transparent

as possible, using easy-

to-understand terms that

are professional and

courteous.

The voice should be friendly, experienced, motivating, and inspiring.

Marketing Text

MARKETING TEXT

• We can be a bit lighter in tone when speaking to learners; however,

keep in mind these individuals are in a profession that is based in

science and formality. For example, “Are you ready for a promotion?

Go for the career you’re looking for!”

• Help them understand the certification processes. “Become a surgical

first assistant. Sit for your ABSA certification exam in less than a year!”

• Help them look forward to the required travel for the lab. “Come spend

the weekend with us. Warm weather, good scenery, and plenty of

entertaining practical learning labs.”

• Motivate them to act on their self-discipline and commit to a

comprehensive online program. “You’ve got the drive, and you know

your destination. Ready to hit the ground running? We’ll ride with you.”

FOR INDEPENDENT LEARNERS

There are many types of learners. NHT is an advanced program, so the target audience will be the Sovereign learner type. These learners are goal-driven, self-

sufficient, and ready to move forward with their career; however, they are also skeptical, especially with online programs. Marketing text should speak to their

pain points, which will be:

• Length of the program

• Required travel

• Cost

• Time

• Accreditation/endorsements

• Continuing education credits

• Need

BRAND POSITIONING STATEMENT This is always used as an internal descriptor to help everyone working inside the

company to understand the unique value of NHT. The positioning statement is closely related

to the USP, but it is especially relevant when comparing yourself to your competitors. This is where

your brand fits in to your niche.

Recommendation:

National Healthcare Training is an advanced learning institution for allied health professionals. The comprehensive, expert-

driven, industry-approved programs give learners and affiliate institutions a unique opportunity to participate in the growth

and improvement of the field. The shift to a patient-centered, value-based model of care has been the inspiration for the NHT

programs, which far surpass the usual run-of-the-mill conventional teaching methods. In addition to all the basics, learners

receive courses on the rich history and deep roots of compassionate health care, completing modules that teach them to listen

and respond in difficult cases with patients and team members, with consideration given to ethical, legal, and managerial

concepts. It’s time to change the way we care, and NHT is planting those seeds.

Marketing Text

MARKETING TEXT

TAGLINE AND SLOGAN

Tagline and SloganTaglines are about the company, and slogans are about the products, marketplace, consumers, and needs.

Slogans are designed to change with the culture and be a hook to capture attention in marketing campaigns. Taglines are changed once a generation because they should be timeless and describe the company’s culture and core values.

Taglines are used more sparingly in marketing, whereas slogans are widely publicized and captivating. Taglines are short phrases that encompass the company’s values, reinforce the brand, and broadcast unique propositions.

THE TAGLINE EXPLAINEDVital signs are the most essential parts of health care. You get them in the office, at an urgent care, in the emergency room, and every day during a hospital stay. Some patients even need to monitor them from home. Heart rate, breathing rate, blood pressure, weight, and height give your treating providers a decent idea of where to start.

What follows the vitals? Specialized laboratory tests, diagnostic studies,

consultations, multidisciplinary discussions, and then a diagnosis. A tailored treatment plan is made for the person, who then must follow the plan to reach optimum health.

The NHT tagline reflects the ‘tailored treatment plan’ concept. While the program is not individualized to each student, with topics standardized based on accreditation processes, the information in the materials is fashioned to patient-centered, value-based care.

1. Skittles tagline is, “Original fruit: Bite size candies.” Their slogan is, “Taste the Rainbow.”

2. Nike tagline is, “Just do it.” One of their many slogans is, “Think training’s hard? Try losing.”EXAMPLES:

Taglines represent the business. Slogans represent the service.

NHT Tagline: Beyond the Vitals™ NHT Slogan: Undetermined.

ADDITIONAL MARKETING STATEMENTS

Additional Marketing Statements

OPTIONAL CAMPAIGN SLOGANS INCLUDE:

PROGRAM DIRECTORS AND INSTITUTIONS

• We’re in this together

• Getting out of the ‘right now’ culture

• Surpassing Traditional Methods and Standing Out

INDEPENDENT LEARNERS

• We make learning easy/fun/enjoyable

• Enjoy Your Path

• Savor your learning path

• Painless Progress

• Learn with us

• Embody the Spirit of Learning

• Simply Enroll

• Your Career Awaits

• Your Path is Open

• Progress is Paramount

LOGO

T H E L OGO

The educational logo is a balance of classic and modern elements.

The modern shaped shield includes a stylized human element.

The fonts are a mix of classic and modern. The colors represent

health, future and strength.

Minimum logo size = 1.085"

1.085”

M I N I M U M BO U N DA R YS :

When placing the logo within a box or close to

edges of a page the logo should not be placed

too close to the edges. This maintains a good

breathing space for the logo.

To maintain an ideal distance the space should be

near to equal the shield as shown.

M I N I M U M S I Z E

When reducing or enlarging the logo these

proportions must be retained to retain readbility.

LOGO

HO R I Z O N TA L V E R S I O N

For layouts that have limted height space for the logo the horizontal

version is available.

Minimum logo size = 1.25"

1.25”

M I N I M U M BO U N DA R YS :

When placing the logo within a box or close to

edges of a page the logo should not be placed

too close to the edges. This maintains a good

breathing space for the logo.

To maintain an ideal distance the space should

be near to equal the shield as shown.

M I N I M U M S I Z E

When reducing or enlarging the logo these

proportions must be retained to retain readbility.

LOGO

B AC KGR O U N D C O L O R S

Background colors to use with the logo when white will not suit the design:

DA R K B AC KGR O U N D C O L O R S

If using the logo on black, solid Earth Green or Fresh Green the reversed

logo version must be used.

Tints of Fresh Green

20-40%

Neutral Grey Tints of Earth Green 10-15%

Reversed logo for placing on darker backgrounds

Black logo for one color printing

LOGO: Black and white variants

SUPPORTING TAGLINES

TAGL I N E T W O

Located at the intersection of Career Avenue & Knowledge

Street

This tagline can be used as text or as the graphic below to support and

strengthen the brand on digital and print material.

TAGL I N E O N E

Grow • Learn • Advance

This tagline can be used as text to support and strengthen the brand on

digital and print material.

Some examples of how this can be visually represented:

G R O W • L E A R N • A D VA N C E

G R O W

L E A R N

A D V A N C E

G R O W

L E A R N

A D V A N C E

COLOR PALETTE

P R I M A R Y C O L O R S : T I N T S O F P R I M A R Y C O L O R S (B A C KGR O U N D S , S O L ID A R E A S) :

AC C E N T C O L O R ( T O B E U S E D S PA R IN GLY F O R HIGH L IGH T S ON LY ) :

S U P P O R T I N G C O L O R S (B A C KGR O U N D S , S O L ID A R E A S) :

Happy Orange

Full color: c0 m46 y86 k0RGB: r248 g155 b60Pantone color: PMS 715

Neutral Grey

Full color: c0 m0 y6 k14RGB: r223 g222 b212Pantone color: PMS Warm Grey 1

Slate Grey


Fresh Green


Earth Green


FONTS

M A I N F O N T S :

Heading and body text font:

Bembo

• Bembo Regular

• Bembo Italic

• Bembo Bold

• Bembo Bold Italic

Subheading font:

Univers Condensed

• Univers Light Condensed

• Univers Condensed

• Univers Bold Condensed

Note: Univers is mainly used in ALL CAPS and letterspaced

as a subheading.

Amiri

• Amiri Regular

• Amiri Slanted

• Amiri Bold

• Amiri Bold Slanted

Roboto Condensed

• Roboto Light Condensed

• Roboto Regular Condensed

• Roboto Bold Condensed

A LT E R N AT E F O N T S I F M A I N F O N T S A R E N O T AVA I L A BL E

(e.g. Web & Microsoft Office usage):

HeadingSUBHE A DING

Heading

SUBHE A DINGSUBHE A DING

Body Text

S O M E E X A M P L E S O F H E A DI N G C O M BI N AT I O N S :

PHOTO TREATMENTS

B A N N E R I M AGE S

These images can be used with headlines to create impact and

draw attention.

They can also be used for highlighting a portion of text such as a

quote or marketing message.

Headline TextSUBTITLE TEX T

Headline TextSUBTITLE TEX T

At NHT, we are confident

that we have the best

program available.

Please compare our ABSA

Approved Training Program

to the others.

PHOTO SELECTION

B A N N E R I M AGE S

Wide banner images can be used to creat impact for headline

messages. The photo can be either on the left or right. Any

brand color can be used except for Happy Orange.

The banner images are available as layered PSD and jpeg files.

AdobeStock_82197276_banner.jpg or.psd

AdobeStock_95792793_banner.jpg or psd

AdobeStock_44684158_banner.jpg or .psd

PHOTO SELECTION

I M AGE S - L E A R N I N G & O N L I N E

AdobeStock_85021650.jpeg AdobeStock_85021650.jpegdreamstimelarge_23439236.jpg

AdobeStock_97795302.jpeg

bigstock-What-have-you-Learned-written-75606766.jpg bigstock-Background-concept-wordcloud-o-86728415.jpg

intersection_graphic.png bigstock-Try-Again--81128837.jpg bigstock-Euphoric-Winner-Winning-At-Hom-113833358.jpg

PHOTO SELECTION

I M AGE S - S U R GI C A L / M E DI C A L

dreamstimelarge_37128035.jpg dreamstimelarge_26818741.jpg bigstock-health-care-people-technolog-129565769.jpg


bigstock-Surgeon-Washing-Hands-165063878.jpg

bigstock--154543289.jpg

bigstock-Medical-team-performing-a-oper-19472729.jpg


bigstock-hands-of-surgeons-in-operation-17338760.jpg bigstock-Male-and-female-doctors-workin-91114763.jpg

bigstock-empty-operating-room-827585.jpg

dreamstimelarge_815771.png dreamstimelarge_18273449.png

PHOTO SELECTION

I M AGE S - A DM I N IS T R AT I O N

AdobeStock_123862916.jpeg AdobeStock_73681733.jpeg AdobeStock_73681733.jpeg

Main building (duotone of Earth Green over Neutral Grey)

bigstock-Doctor-Meeting-Teamwork-Diagno-110208932.jpg

bigstock-Legal-Concept-2059690.jpg

PHOTO TREATMENTS

SH A P E - E L L I P S E

Images can be placed within the ellipse shape to create interest.

The ellipse can be placed over a color (with a white border) or

white backgrounds.

Photos can be used in rectangle shapes either bleeding

over the page edge or non-bleed. To add interest photos can

also be in an ellipse shape or in monotone coloring.

C O L O R - M O N O T O N E S

Images can be used as monotones over the Neutral Grey color

where a difference to the color images is required.

ICONS

I C O N S

Each icon can be in Earth Green, Fresh Green, or Happy Orange.

Comparison

Scissors

Laparoscopic

Coding

Wound Close Advanced

Health E-Learning

Surgical Assist

Vein

BillingRobotics

Wound Close Basic

Heartbeat Operating Patient Records

Self Employed

Documents

BRAND STORY AND MESSAGE - Inbound Marketing …...The USP is a complement to your tagline and slogan. EXAMPLE: FedEx offers overnight shipping at reasonable prices. Their slogan is,