Community Benefit Brand Guidelines

Community Benefit Brand GuidelinesKAISER PERMANENTE

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First Steps

• 2006 Engage Brand Marketing Identify primary stakeholders, key leaders, partners

• Creative Discovery Inventory of assets, collateral, photography, language

• Present research and findings Vet through senior leaders

• Create brand platform Effectively reflect CB mission and vision Finalize a CB positioning statement

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Strategic Work - 2007 Goals Focused On:

• Communications Strategies Regional partnership on development and implementation of CB

brand tools

• Key Message Development Align benefit driven messages for 4 streams of work with CB

brand platform

• Message Implementation 2006 CB Board Report

• Integration of CB Initiatives with Thrive Kid Wisdom Spot Amazing Food Detective PR

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Community Benefit Positioning Statement

This is an internal statement

• Not a mission statement for external publication

• Intended for use as a communications tool

• Three primary elements1. What we do2. Our unique point of

differentiation3. Who we’re doing it for

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Creative Execution

Out With the Old… In With the New

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Color

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Color Break Outs

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Color Bars - Simple

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Color Bars - Moderately Complex

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Color Bars - Complex

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Photography - Care and Coverage for Low-Income People

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Photography - Community Health Initiatives

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Photography - Safety Net Partnerships

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Photography - Developing and Disseminating Knowledge

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Collateral - Pocket Folder

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Collateral - Fact Sheets (2 sides)

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Collateral - Fact Sheets

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Collateral - Fact Sheets

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Collateral - Cover Examples

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Collateral - Cover Examples

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Collateral - Cover Examples

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Collateral - Cover Examples

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Collateral - Layout Examples

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Collateral - Layout Examples

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Collateral - Layout Examples

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Collateral - Layout Examples

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Collateral - Layout Examples

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Collateral - Layout Examples

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Inspirational Poster #1

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Inspirational Poster #2

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Event items

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On the Horizon

• CB Photography 2007 photo shoots include

A public school HEAL program ETP performance at the Oakland studio A Safety Net clinic setting Photo shoots will continue throughout 2008

• CB Website Branded site launched April 1, 2008 Phase II to provide content management program Brand guidelines, toolkits, and templates on the website will

help facilitate program-wide synergy

• Brand Training Ongoing regional trainings in 2008

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BRANDED PHOTOGRAPHY BRANDED WEBSITE REVISIONS

On the Horizon

Phase II – Templates

• Power Point Templates• Fact Sheet Templates• Flyers• Tri-Fold Brochure

Phase III – Tools

• Strategy Statement• Design Guidelines • Editorial/Voice

Guidelines

Phase I – Collateral

• Fact Sheets• CB Brochure• Folders• Post-it Notes

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CB Brand Benefits

• Provides a platform to translate CB work into compelling, emotional stories (communications)

• Supports program-wide consistency in CB look, language, and messages

• Facilitates program-wide alignment with Thrive to raise awareness and visibility of CB

• Contributes to positive corporate image and reputation of Kaiser Permanente

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Website

Link to website

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There’s only so much you can do on your own. But together, we can do more. Together we can

speak louder and sing stronger. Together we can stand taller and climb higher. Together we can live

healthier and make tomorrow better than today. We can do all this and more.

http://www.kp.org/communitybenefit

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