Irish Sudden Infant Death Assoc– A New Identity

Feargal Jennings

Marketing Consultant

Keep Thinking : Marketing Services

ISIDA & Keep Thinking

• May 2012

• Focus on giving direction, cohesion and a more sustained approach to marketing communications

• Immediate areas to improve – Website / Social Media / Marketing Collateral

• But there were / are significant issues that need to be addressed before investing time and energy

Identifying the Issues

• Low awareness of ISIDA amongst primary audience – (Hospitals / PHN’s / GP’s)

• Belief that association is for SID’s only

• Expanded remit to include children up to 12 years of age

• Reduced real understanding through staff changes / workloads amongst HSE (Critical as stakeholders)

• Lack of a coherent identity and position

Central to all of the issues

The need for a new name & identity

With core values and 35 years of work and history retained & evolved

New Name & Identity - Values

• Hope & Support

• Positive & Optimistic

• Understanding

• Compassion

• Empathy

• Friendly

• Brightness

Creating a new identity

• Inputs from workshops, interviews and ongoing meetings with key team and council

• Important the name defines what the assoc is and does

• Capture the emotive whilst delivering on rational – balance

New Identity

Communications - next steps

• Re-develop Website & Facebook

• Consolidate partnerships - IHF etc

• Look at leveraging PR – relationships with media essential

• Re-develop marketing collateral

• Assess and Plan for more consolidated fundraising

• Develop a member focused strategy

Communications – members playing their part

A National Campaign on a Local Level

FirstLightMarketing

Leinster

Munster

Ulster

ConnDublin

Thank You