Institutional Rebranding and Marketing Campaign

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Institutional Rebranding and Marketing Campaign

Weill Cornell Medicine: Institutional Rebranding & Marketing Campaign RAPID Meeting I October 12, 2015 Agenda Overall Marketing Timeline Pre-launch Launch Post-launch SEPTEMBER OCTOBER NOVEMBER 10/6 Board November 9/15 & 9/17 meeting & Signage Practice Ops. Branding installation Training launch day continues Session Week of 9/21 Staff Trainings on 11/30 Fall Marketing 10/6 .ORG Phase 2 Live campaign occur Signage 9/24 installation .ORG begins launches 10/6 New branding templates & 9/27 collateral Fall Marketing Campaign delivered Live Week of 9/28 Practice level Branding Trainings Occur Branding Perception vs. Reality Community Survey Revenue 80% 60% 40% 20% 0% Patient Care Research Education Unsure/Other Source: FY 2016 Competitive Set (Previous) 6 Competitive Set (New) 7 Previous vs. New 4.52” 4.52” 1” 1” Our Promise Our Personality Our Descriptor Care. Discover. Teach. Logo Variations Masterbrand: Unit-brand: Co-brand: The Role of the Seal Font Package & Color Palette Meet 1898 Sans Primary & Secondary Colors PO Marketing Fall 2015 Marketing Tactics • Outdoor advertising • Elevator advertising • Standardized marketing collateral • Search Engine Marketing (Google ads) Traditional Digital Marketing Marketing • Digital display ads • Website (.ORG) Events & Internal Community • Internal referral Marketing marketing • Signature event Outreach program sponsorship (Atlantic Antic, Taste of Seaport, Columbus • New physician Ave. Fair and communication Summer Streets) plan Outdoor Signage Light Pole Banners 9/27: Manhattan/Brooklyn; PO/WCPN Locations Outdoor Signage PO Bus Shelters 9/27: Manhattan; Select Locations Outdoor Signage Phone Kiosks 9/27: PO/WCPN - Manhattan/Brooklyn/Queens – Selected Specialties Elevator Advertising Live 9/27 in 190 buildings across Manhattan & Brooklyn Digital Advertising Mobile Display Ads: PO – All Specialties Geotargeted to PO practice locations Previous Weillcornell.org New Weillcornell.org http://beta.weillcornell.org/comps/ Marketing Logos & Templates Marketing will deliver the following templates via brand.weill.cornell.edu: • Stationery • Business cards • PowerPoint presentations • Word documents • Standardized collateral templates: brochures, postcards, flyers, posters • FAQs • Social media icons • Email signature Thank You! .

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