New Cancer Center Branding Guide

Trinity Cancer CenterFor women

Branding Proposal

TABLE OF CONTENTS





4-5 CREATIVE BRIEF

6-7 SWOT ANALYSIS

8-9 LOGO DESIGN

10-11 FONTS AND COLORS

12-13 APPAREL

14-15 WEBSITE

16-17 SOCIAL MEDIA

18-19 PRINT ADVERTISEMENTS

20-21 OUTDOOR ADVERTISEMENTS

22-23 TV & RADIO SPOT

24-25 FUNDRAISING

3

OBJECTIVE

Brand a new cancer center/program that Our Lady Of The Lakes, Mary Bird Perkins, and Womens hospitals have come together to create. We want to combine the goals of each hospital into one cohesive brand where consumers recognize their cohesive brand as well as their individual brands.

CREATIVE BRIEF

AUDIENCE

We are talking to past, present and future women cancer patients and their families. Additionally, we need to reach physicians who might want to practice within the caner centers flexible program. They should care because hearing the word cancer can change not only your life, but your families life, and they need a place like the new cancer center where they can go for their entire lifelong journey.

STRATEGY The first thing we need to do is simply make people aware that it exists. Then we want to convey that this is their one stop cancer center. Between the facilities and programs, you have everything available to you for your cancer journey and show that they will take care of you to the best of their ability.

CHANNELS

We want to reach out to the public through social media campaigns, television advertisements and outdoor advertising. We additionally think creating a new more innovative website will help make potential patients attracted to the program. On top of that, we would like to create a new yearly promotional event where all three hospitals can join together to raise money for awareness.

TACTICS We would like to execute our messages in a few different ways, TV ads, social media, promotional events, and outdoor ads. Since our target audience is women with cancer, we would like to communicate with women and their families. The tone of our messages will be inspirational and emotional, because of the situation we would like to use real life testimonies or situations to reach our audience in the most powerful way possible.

COMPETITION

The main competitors are hospitals like MD Anderson and smaller clinics in the area that offer patients similar services. This brand is different because it combines three of the leading hospitals into one center and you can truly get everything you need at one place. They care about each of their patients and truly want them to have the best journey possible.

ENGAGEMENT

We would like people to get involved with this brand by something so simple as clicking, share on a social media platform, but also offering those who want to be involved and help volunteer in the many different outlets of the facility. Also, we want to have a large built up, successful turn out at the first annual large fundraising event

EXTENSIONS

Since the center is new, that alone will keep it ongoing. However cancer is ongoing as well, and there will always be a need for amazing care and treatment of women’s cancers. By creating a new cohesive brand for this new center, it will help it set it’s apart from other groups in the future and grow on its own separate from the hospitals themselves. We can continue to provide ideas for growing brand awareness and by creating a new website that is easier to navigate and has relevant content.all doctors, employees, patients and the community together to bring awareness to the great services they have to offer patients and their families.

LAUNCH

We would like to launch the campaign with a big ceremony. Since the center itself is still undergoing renovations, we believe that it would symbolize a new cohesive beginning for the hospitals, as opposed to just a new branch of any one hospital. It will bring all doctors, employees, patients and the community together to bring awareness to the great services they have to offer patients and their families.

5

SWOTANALYSIS

OPPORTUNITIES-Funding of three hospitals-Strength of the three hospitals brands-Only Women’s Cancer Center in Louisiana-Specialized in just women’s cancer, allowing more comprehensive knowledge.

THREATS-Other cancer centers like MD Anderson-Other cancer centers are more experimental-Other cancer centers treat more than just women’s cancer

STRENGTHS- All three brands have a strong, stable standing with the community. - The merging of three brands will bring enhanced care for patients. - Adding additional facilities, will increase convenience for patients.

WEAKNESSES- The three brands are well known by the community as individuals, merging them may confuse the community. - There are many other successful cancer centers in south- Trinity Cancer center only treats women.

7

LOGODESIGN

When we created a logo and name for the new women’s cancer center, we wanted to play on the number 3 since it is three hospitals coming together. That is when we thought of Trinity, a group of three people or things. We wanted to further demonstrate this in the logo we created. Therefore, we created a design with three ovals each representing each individual hospital but combining at the bottom to show unity between them. Additionally we wanted to pick color’s that represented the different types of women’s cancer that will be treated at Trinity. This purple represents all gynecologic caners. The two colors that could be used for accents shown on page 11 represent Cervical Caner, Vaginal Cancer and Ovarian Cancer.









9

FONTSAND COLORS ADVERTISEMENT FONTS:

Christopher Handhttp://www.dafont.com/christopherhand.font

Nevishttp://tenbytwenty.com/?xxxx_posts=nevis

Trajan Pro 3 Regularhttps://typekit.com/fonts/trajan-pro-3

LOGO FONT:

Trajan Pro 3 Regularhttps://typekit.com/fonts/trajan-pro-3

OPACITY LEVELS Oval 1- 65%Oval 2- 85%Oval3- 30%





1 32

Trajan Pro 3 Regular

MAIN COLORS ACCENT COLORS

RGBR: 101G: 60B: 126

RGBR: 157G: 130B: 173

CMYKC: 72M: 90Y: 18K: 5

Web Safe663366

Pantone520 C

CMYKC: 41M: 52Y: 10K: 0

Web Safea138bb

Pantone2592 C

RGBR: 209G: 196B: 216

CMYKC: 16M: 22Y: 4K: 0

Web Safed2c4d6

Pantone524 C

RGBR: 219G: 17B: 129

CMYKC: 11M: 99Y: 7K: 0

Web Safecc0099

Pantone233C

RGBR: 227G: 105B: 164

CMYKC: 8M: 73Y: 1K: 0

Web Safecc6699

Pantone218C

RGBR: 241G: 182B: 210

CMYKC: 3M: 34Y: 0K: 0

Web Safeffccc

Pantone203C

RGBR: 255G: 255B: 255

CMYKC: 0M: 0Y: 0K: 0

Web Safeffffff

PantoneWhite

RGBR: 219G: 17B: 129

CMYKC: 11M: 99Y: 7K: 0

Web Safecc0099

Pantone233C

RGBR: 227G: 105B: 164

CMYKC: 8M: 73Y: 1K: 0

Web Safecc6699

Pantone218C

RGBR: 241G: 182B: 210

CMYKC: 3M: 34Y: 0K: 0

Web Safeffccc

Pantone203C

11

APPARELIt was important for us to visualize how the

name and logo would appear on common hospital items such as pens and scrubs. Another

aspect of women’s cancer are the fund raisers. In our client meeting the question was stated, “How

would it look on a Susan G. Komen Race jersey?” We decided to mock up a race jersey using the colors

and #TeamTrinity which is used throughout our social media campaign as well. We also created a mock badge

that doctors and nurses would use.





13

WEBSITE

After touring the hospital, we realized how big Wellness art was to the patients

and families. We decide to base the website off of this. Creating a mock website on

Weebly, we created a watercolor background with the trinity purple to display patient art and

patient stories. It has all the other features a normal website would have such as doctor information, how

to donate, and about the hospital itself. This would translate to a mobile app that would look the same.

WEBSITE

http://trinitycancercentermockup.weebly.com,

This is how the website the mobile version would look for your audience. Here it is shown on a Mac Book, iMac, and iPhone 5.

15

SOCIAL MEDIA

To continuing developing the brand, we decided to run a social media

campaign. This would include putting the brand on big social platforms such

as Facebook, Twitter, Instagram, and Pintrest. Here is what the brand would look

like on Facebook. Throughout each platform, the #TeamTrinity will be used for patients,

families and staff to post things about their time and memories at or with Trinity Cancer Center.

Twitter and Instagram mock up’s are shown here to help visualize how the brand would appear on social media platforms.

17

PRINT AD’S

For print, we wanted to embrace the idea of

coming together as one. We decided upon having

current and past patients write what Trinity Together

can mean. For example for Mindy D, Together We Can Have

Hope. These are interchangeable for any type of print advertisements

such as a Newspaper or Magazine. It also displays the logo so viewers immediately

know where the ad takes them to and a short description underneath to createawareness for the new hospital.

These are what the print advertisements would look like printed in a newspaper or a full page magazine spread. It would help create awareness for the new hospital.

19

OUTDOORAD’S

Together We Can complete a journey.

Trinity Cancer Center For Women

Survivor Mindy D

Together We Can have strength,.

Trinity Cancer Center For Women

Survivor Mindy D

The same concept as the print advertisements are used for outdoor. Here are three examples of possible billboard advertisements.

Additionally, we suggest creating light post banners that display women’s cancer facts around the hospital facilities. It not only helps create awareness for the new brand, but also encourages women being treated to keep fighting.

21

TV & RADIOSPOT

The TV spot in mind for Trinity Cancer Center is a 30 second spot. It has different clips and images from women of all ages and races. The clips are meant to capture the emotional importance of women in every aspect of life. The clips include women as a: mother, sister, daughter, wife, aunt, cousin, grandma, etc. It then wants to stress that all of the women are so precious and that they deserve the best care, which can be provided by Trinity Cancer Center for Women. We additionally created a script that encompasses this idea.

“All the women in our lives are so precious to us in so many ways. That’s why Our Lady Of The

Lake, Mary Bird Perkins Cancer Center and Women’s Hospital have come together to ensure

the caregivers in your life get the best cancer care.Together we will beat Cancer.

Visit www.trinitycancercenter.com for more info”

23

FUNDRAISINGOne of the pieces of merchandise we are

most excited about is the Trinity scarves. We want to come out with different colors

and modifications every year as a fund raiser for the hospital. We decided to start with the

purple colors that match our logo for the first annual Trinity Scarf Fund-raiser. These scarves can be worn

by the patients and supporters in general. They will be sold and a portion of the profits will be donated to the

hospital for research and patient programs and care. They are a great item that's useful for the patients and also a

fashionable way to get the brand recognized in the community.

We wanted to create a fund raiser that would be inclusive and fun for families of cancer patients, donors and the general public wanting to learn about the hospital and raise money! We decided to do the fund raiser in the form of a festival. The festival would have events geared towards men, women and children. It would cost a flat fee to enter the event with all proceeds going towards Trinity Cancer Center. Local Baton Rouge businesses would be asked to open booths for people to shop and play games. It will be called Trinity Celebrates Life, and the first annual festival will also signify the grand opening of the new hospital for women. We hope that the festival can be a day where patients can spend time with their loved ones in the community the trust and love. We created a flyer to help convey what the festival will include. Additionally, we have listed local businesses you can contact and invite to rent booths for the festival.

FACE PAINTING

• Animated Arts LLC www.animatedartentertainment.com • Twinkle Entertainment LLC www.twinkletheclown.com

CHARACTER ENTERTAINMENT

• Venessa, The Louisiana Mermaid www.thelouisianamermaid.com • Rent A Princess www.facebook.com/renttheprincess • Juju The Good Voodoo http://www.michellehirstius.com

GAMES

• Rock Wall http://www.bouncingoffthewallsbr.com/index.html • Inflatable games http://www.bouncingoffthewallsbr.com/index.html http://www.ascensionpartyrentals.com http://www.jumptoitinflatables.com

PAINTING AND WINE • Painting With A Twist www.paintingwithatwist.com/batonrouge/ • Sip and Paint www.sipandpaint.com • Painting and Pinot www.paintingandpinot.com

DUNK YOUR DOCTOR • http://www.jumptoitinflatables.com

COOK HEALTHY BR • http://healthybr.com

LOCAL SHOPS • Mistltoe Market Vendors www.mistletoemarketbr.com/shop-vendors 25


Nichole Wierschem|Reagan May|Jillian Terrio

Education

New Cancer Center Branding Guide