BRAND GUIDE · 1.0 | Brand Strategy 1 5 Believe in living better. 6 1.1 | Our Audience Our Audience Marketers who speak to Boomers on their own terms, which means portraying them

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BRAND GUIDEBRAND GUIDE

Friendship, like all organizations, has a visual identity that represents its values.

These guidelines will help you produce consistent and effective communication materials for Friendship.

As well as providing the details of how elements should be used together, the guidelines should inspire you when developing marketing materials, establishing useful parameters without restricting creativity.

If you have any questions or queries please contact the director of marketing.

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Contents 1.0 B R AN D STR ATEGY 1.0 Consumer Voice/Perceptions .................................................. 4 1.1 Our Audience ..................................................................................6 1.2 Brand Promise ................................................................................8 2.0 V I S UAL STR ATEGY 2.1 The Brand Family ......................................................................... 12 2.2 Logo Guidelines ........................................................................... 16 2.3 Typography ...................................................................................20 2.4 Color Guidelines .......................................................................... 26 2.5 Imagery .......................................................................................... 28 3.0 I N AP P LICATIO N 3.1 Copy Guidelines .......................................................................... 33 3.2 Copy Strategy ..............................................................................34 3.3 Stationery ......................................................................................36 3.4 Print Collateral ............................................................................. 39 3.5 Signage ...........................................................................................46 4.0 CO M M U N ICATIO N S 4.1 Sponsorships ................................................................................50 4.2 Public and Media Relations ..................................................... 52 4.3 Digital Communications ...........................................................54 5.0 I NTE R NAL CO M M U N ICATIO N S 5.1 Focus ...............................................................................................58

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We Are Friendship We are the largest and most affluent generation in history.

We have high standards and high expectations.

Our freedom and our health are invaluable to us.

We are aware we are getting older, but we are not old.

We are the residents, patients, families and loved ones that are the heart and soul of Friendship.

1.0 | Brand Strategy

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5

Believe in living better.™

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1.1 | Our Audience

Our AudienceMarketers who speak to Boomers on their own terms, which means portraying them as they see themselves—not as getting older, but as being in perpetual middle age—will find a highly engaged and responsive audience looking to create better lives at 50+.1

1.1

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The LandscapeRoughly 76 million Americans were born between 1946 and 1964, making Baby Boomers the largest generation in history. Today, including immigrants, there are an astonishing 81.5 million Boomers.1

Given that nearly one-third of people age 50+ become separated, divorced or widowed, new opportunities emerge around apparel, beauty, entertainment, fitness and dating.2

Most wealthy investors today do not feel “old” until they turn 80. That’s a gigantic change from their parents’ generation, when “old” was regarded to be about 60.3

So we must remember, at times our audience is the 50+-year-old child looking for lifestyle options for a parent. And we must remember, not all Boomers are affluent or independent. We also must identify with and embrace our younger audience, individuals born between 1965 and 1980, also known as Generation X. These folks are facing the reality of aging parents. Pew Research found that 75 percent of adults in the U.S. believe we have a responsibility to provide financially for aging parents if they need help.

SOURCES

1, 3 U.S. Consumer Expenditures Survey, AARP Membership, Agency Five-0.

2 UBS Wealth Management Americas

M A K E S

UP 32.1%OF THE ADULTP O P U L ATI O N

50+

MORE THAN

8 IN 10BABY BOOMERS

ARE ONLINE

Our Audience | 1.1

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We PromiseTo create an environment that allows individuals to enjoy a high quality of life and healthcare that evolves to meet their needs.

We empower those we serve to believe in living better.

1.2 | Brand Promise

How We Deliver the Promise

We are

1.2

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How We Deliver the Promise

• Skilled and well-trained professionals empowered to deliver compassionate care.

• Superior residential facilities and amenities.

• Health and rehabilitation services of the highest caliber.

• Constantly evolving to meet the ever- changing needs of adults as they age.

We areCaring. Optimistic. Skilled.

A place where people go to live, not retire

A place trusted to care for your loved ones

A place for rehabilitation and recovery

BRAND ATTRIBUTES

Brand Promise | 1.2

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Visual StrategyThe purpose of our guidelines is to explain the elements of the Friendship brand and identity, define its graphic standards, and to illustrate how these standards are applied. Many of the elements depend on hierarchy, size, proportion and position. These best practices have been developed by professionals in conjunction with senior leadership at Friendship. Following the graphic design standards will help build a strong, consistent and vibrant voice for Friendship that reflects the high standards of quality and care we embrace.

2.0 | Visual Strategy

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2.1 | The Brand Family

2.1 The Brand FamilyFriendship has evolved to serve many different people of all ages and levels of health and fitness. At Friendship Health, you might find a 48-year-old athlete recovering from a sports injury or an older adult regaining life skills following a stroke. At Friendship Living, you’ll find a growing, active community that does not define themselves by retirement, but by a desire to enjoy living on their terms in a carefree community that adapts to meet their needs as they age.

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The Brand Family | 2.1

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O N E CO M PAN Y — MAN Y AU D I E N CE S

Friendship is the flagship brand of a family of companies that serve our communities throughout all sectors of senior and adult living, healthcare, rehabilitation, home health and charitable giving.

Friendship Living offers seniors and adults a diverse array of superior-quality lifestyle choices that adjust to reflect the changes that life brings.

Friendship Health works to improve the health, wellness and quality of life for the communities we serve, offering a full continuum of care.

Friendship_295.eps

FriendshipLiving_375_Left.eps

FriendshipHealth_312_Left.eps

Alternate Usage FriendshipLiving_375_Under.eps

Alternate Usage FriendshipHealth_312_Under.eps

2.1 | The Brand Family

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Friendship Foundation is committed to supporting charitable and community activities in the markets where we do business. We strive to ensure that the greatest impact is where employees, residents and patients of the Friendship Family of corporations live and work.

Friendship Foundation contributions specifically focus on programs supporting the following areas:• Senior Adults and Youth• Health and Human Services• Education• Arts and Culture

Valley Management is the holding company that features a diverse array of products and service lines all designed to improve the quality of living in the communities we serve.

Valley Management Home Living helps customize homes for the special needs of those affected by injury, illness and aging, improving the quality of life and ensuring they can stay at home.

The Brand Family | 2.1

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2.2 | Logo Guidelines

This is the most important visual representation of the Friendship community. It represents the whole organization and all of the products and services that fall under the Friendship umbrella.

The combination of elements is fixed and should not be altered in any way. There are custom elements that cannot be reproduced by simply typing the word.

2.2 Logo Guidelines

MA S TE R LOG O

The primary logo is comprises the Friendship wordmark, the icon and the registered trademark. The logo should always be used rather than typing the name as there are custom elements that cannot be typed.

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2.2A LOGO CLEARSPACE

When the wordmark and icon are used together, the recommended safety area is the height of the capital letter “F” from each edge of the logo.

Logo Guidelines | 2.2

2.2B MINIMUM SIZE

The minimum size at which the masterbrand logo should appear is 1.5" wide. 1.5"

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2.2 | Logo Guidelines

2.2B USAGE ON DIFFERENT COLOR BACKGROUNDS

Here are examples of the correct way to use the Friendship logo on a variety of backgrounds. It is important to have adequate contrast between the mark and the background for optimal visibility.

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Logo Guidelines | 2.2

2.2C INCORRECT USAGE

For visibility, impact and overall integrity, it is important to retain a consistent use of the logo. The logo is fundamental to the communications and should never be compromised. Always reproduce the logo from original artwork.

Protect the integrity of the Friendship identity by being aware of the improper logo usages illustrated here. If questions about usage arise please contact the marketing department.

Do not use an unapproved color Do not use an alternative font

Do not squash the logo Do not stretch the logo

Do not change the relationship oftype and icon

Do not place over a distracting background

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2.3 TypographyThe proper and consistent use of the Friendship family of fonts is essential in providing the desired brand consistency. Other fonts should be used sparingly at best and only with written approval from the director of marketing. Unless otherwise specifically noted, these two font families are to be used at all times.

2.3 | Typography

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Bodoni Old Face

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bodoni Old Face Italic

ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bodoni Old Face Medium


PRIMARY TYPOGRAPHY

One of the key factors of an identity is the use of a consistent family of typefaces to reinforce the look of our Friendship brand.

The Bodoni™ Old Face font is used for the primary headline font and may be used as accent type when necessary.

Bodoni is a well-known serif typeface series that has had a long history of interpretations by many design houses. The various font styles begin with Bodoni’s original Didone modern font in the late 1700s through to ATF’s American Revival in the early 1900s and into the digital age. The original design had a bold look with contrasting strokes and an upper case that was a bit more condensed then its stylish influence Baskerville®. The unbracketed serifs and even geometric styling has made this a popular font seen in almost every kind of typesetting situation but is particularly well suited for title fonts and logos.

Typography | 2.3

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Swiss 721 Roman


Swiss 721 Roman Italic


Swiss 721 Roman Condensed


SECONDARY TYPOGRAPHY

The Swiss Family is to be used for body copy, and Swiss Roman Condensed is to be used for sidebar copy and bullets.

Swiss is a neo-grotesque or realist design, one influenced by the famous 19th-century typeface Akzidenz-Grotesk and other German and Swiss designs. Its use became a hallmark of the International Typographic Style that emerged from the work of Swiss designers in the 1950s and 60s, becoming one of the most popular typefaces of the 20th century. Over the years, a wide range of variants have been released in different weights, widths and sizes, as well as matching designs for a range of non-Latin alphabets. Notable features of Helvetica as originally designed include the termination of all strokes on exactly horizontal or vertical lines and unusually tight letter spacing, which give it a dense, compact appearance.

2.3 | Typography

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Typography | 2.3

Gotham Book


Gotham Book Italic


Gotham Book Medium


SECONDARY TYPOGRAPHY

The Gotham Family is to be used for accent copy and to set the tagline.

Gotham is a family of widely used geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. Gotham’s letterforms are inspired by a form of architectural signage that achieved popularity in the mid-twentieth century, and are especially popular throughout New York City.

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PRIMARY DIGITAL TYPOGRAPHY

To ensure that all of our visual communications are consistent, Google Fonts should be used as alternatives to the fonts outlined in the previous pages. The Arapey font is used for the primary headline font and may be used as accent type when necessary.

Arapey (Bodoni Alternative)


Arapey Italic


2.3 | Typography

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Open Sans (Swiss 721 Alternative)


Arimo (Gotham Book Alternative)


SECONDARY DIGITAL TYPOGRAPHY

Open Sans is to be used for body copy.

The Arimo font is to be used for accent copy.

Typography | 2.3

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2.4 | Color Guidelines

2 . 4A P R I MARY PALE T TE

Color is an exceptionally strong visual cue as to what a brand is about.

These colors should be used consistently throughout all communications.

PMS, CMYK and HEX values are provided.

2.4 Color Guidelines

HEALTH

PRIMARY PALETTE

PMS 312C = 95.74Y = 5.67

M = 15.08K = 0

#00a6ce

PMS 375C = 46.27

Y = 0M = 100

K = 0

#95c93d

PMS 7511C = 23.11Y = 56.18M = 100K = 7.1

#bb782a

PMS 668C = 68.62Y = 77.81M = 28.02K = 10.96

#634b78

PMS 295C = 100Y = 56M = 0K = 34

#004b85

LIVING FOUNDATION VALLEY MGMT.

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2 . 4 B S ECO N DARY/TE R TIARY PALE T TE

Our secondary color palette is used to complement and add interest to our core palette. Examples of how to apply both are shown on the next few pages.

Color Guidelines | 2.4

PMS 424C = 56Y = 47M = 48K = 14

#727372

PMS 320C = 100Y = 11.07M = 37.8K = 0.29

#009aa5

PMS 576C = 57.46Y = 21.86M = 91.4K = 03.9

#80a24d

TERTIARY PALETTE

PMS 689C = 43Y = 88M = 36K = 13

#8e3c67

PMS 618C = 34.08Y = 30.48M = 96.17K = 3.14

#ae9e38

PMS 458C = 16Y = 17M = 81K = 0

#dbc553

SECONDARY PALETTE

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2.5 | Imagery

Images of people play a powerful role in expressing the Friendship brand. Imagery should capture a spontaneous moment in time. They should be bright, colorful and active — depicting the youthful feel of the Friendship campus. Cropping should be compelling, avoiding perfect symmetry while still providing enough visual information to tell a story.

2.5 Imagery

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Imagery | 2.5

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In ApplicationNow that we have our foundational elements, let’s bring them all together to create the marketing materials for Friendship.

Templates are provided to guide usage and maintain a consistent look for the Friendship brand.

3.0 | In Application

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3131

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Copy executions that embrace these guidelines include:

• Bright, positive subject matter

• Short, crisp sentences using descriptive words

and active voice

• Truth and believability

• Empowering, uplifting and hopeful messages

• Stress-free lifestyle and recovery NOT retirement

or rehabilitation

3.1 Copy Guidelines

Friendship is a community that is warm, inviting and inclusive.

Advertising and promotional copy, the written word that accompanies ads, should reflect the character of our community.

Copy Guidelines | 3.1

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TH I S S H O U LD I N CLU D E :

1. What product or service are you trying to promote? As a rule, products (such as a Wellington IV condo) have tangible attributes (granite countertops, wall-to-wall carpet) while services (such as rehabilitation after surgery) are not “something you can hold.”

2. What action do you want the reader to take as a result of learning about this product or service?

3. What will motivate the reader to take action?

4. Who is our target reader? What is his or her educational level?

5. How will the customer benefit from the product or service Friendship offers? How will it make his or her life better?

H E AD LI N E S

• Headlines should be direct and specific

• Include an action word such as “Act,” “Visit” or “See”

• Overly clever headlines have their place but should be used with discretion when your target market is seniors

A copy strategy is a roadmap detailing what every piece of Friendship communication aims to achieve.

It is important to consider a copy strategy before beginning work on any piece of mass communication, be it a webpage update, a mass email or a traditional ad.

3.2 Copy Strategy

3.2 | Copy Strategy

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TECH N I C AL G U I D E LI N E S

• Over the past few years, people have developed a pronounced preference for shorter copy. Unless there is a compelling reason otherwise, try to keep all copy from one-to-three short paragraphs

• Avoid medical or technical jargon or slang

• Always reread with the intent to edit or shorten

• Always have all mass communication materials thoroughly proofed before printing or publishing

TO NALIT I E S

Friendship is: • Caring • Welcoming and inclusive • Progressive • Focused on the needs of the people who trust us • Nurturing • Providers of high-value services • The community that sets the standard for senior living in Virginia

We are NOT: • larger than the people we care for • cumbersome • closed-minded • unsympathetic to people in our communities or their families

Copy Strategy | 3.2

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3.3 | Stationery

Formats for basic stationery items have been designed. Stationery can be ordered from the purchasing department by calling (540) 265-2114.

The recommended paper for all Friendship stationery is a bright white, uncoated sheet.

3.3 Stationery

Person’s NameBusiness Title

Office: (540) 000-0000Fax: (540) [email protected]

397 Hershberger Rd. NWRoanoke, VA 24012friendship.us







Valley ManagementPerson’s NameBusiness Title



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Stationery | 3.3

Office: (540) 777-7599Fax: (540) 777-5955

397 Hershberger Rd. NWRoanoke, VA 24012 friendship.us

397 Hershberger Rd. NWRoanoke, VA 24012

friendship.us




Letterhead

#10 Envelope

Business Card

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Friendship will market to our future residents and friends

in many ways, including print advertising across a broad

spectrum of media. The following designs are meant as

directions for implementation.

3.4 Print Advertising

Adobe InDesign templates are provided for Ad Styles A and B as well as the 3-panel brochure shown on the following pages.

Print Collateral | 3.4

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3.4 Ad Style A3.4 | Print Collateral

3 . 4 AD ST Y LE A This ad is designed to provide an evergreen concept and application of the new trademarked tagline as a headline. This will allow Friendship to easily use any photo to fit diverse departmental needs. Each photo should be hand selected and retouched as needed to accommodate typographic legibility. See examples at right.

Living Better

B E L I E V E I N

◆ ◆ ◆

Tem a nobis et et quam in ea vellatiur, eum raecepudae nis et harchil idistio velles delestion porent que con re, invelic iendebi tation cusam natem si coristr untibus moluas am que volo eium quae dolor sum explaut qui et ulparuptio eum quidem ipsum harcius maiorporemo et aboraturio tentium sim voluptasit dusam, conecatur nis aliquatem voloris ut et fugit eri conse eseque aut velibus.

For more information about our community call (540) 265-2100 or visit us online at friendship.us.

Headline:

24pt. Gotham Regular arched type with 200pt. kerning

60pt. Bodoni Old Face

Body Copy:

13pt. Swiss Regular

Logo

Call to Action:

11pt. Gotham Medium reversed out of a .75" PMS 295 (blue) strip.

Photograph:

Large, colorful, vibrant, active

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Living Better

B E L I E V E I N

◆ ◆ ◆



Living Better

B E L I E V E I N

◆ ◆ ◆



Ad Style A Examples

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friendship.us

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Latempo rerspictin re repta into exceaquia simoloris

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Making 50 the new 30.


Headline: 42pt. Bodoni Old Face Regular

Body Copy: 12pt. Swiss Regular

Web Address: 15pt. Swiss Regular

Photograph:Large, colorful, vibrant, active

Tagline:18pt. Gotham Regular

White Band: 1" wide at 7.5" down from the top

Margin: .375" on all sides

Black Band:bottom 2.125"of photo at 60% opacity

3.4 Ad Style B3 . 4 AD ST Y LE B This ad style is intended to be more service-line specific and allows headlines to add new focus on specific service lines as needed. Images can be custom created to market segments and unique headlines created to deliver targeted messages for unique audiences. See examples at right.

3.4 | Print Collateral

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friendship.us







Not raking leaves.


friendship.us







Making 50 the new 30.



Ad Style B Examples

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3.4 | Print Collateral

Health and Wellness

397 Hershberger Road, NWRoanoke, VA 24012(540) 777-7599friendship.us

Roanoke RegionalAirport

ValleyView Mall

William

son Road

Hershberg

er Road

Hershberger Road

Aviation Drive Valley View Blvd. Valley View Blvd.

581

11

11

220 Valley View Grande Stadium 16 Cinema

581

■ Kroger

■

Wal-Mart

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B ROCH U R E :

Informational brochures should have a unified look.

Design consistency creates a visual connection between

all families under the Friendship umbrella and reinforces

the brand.

Brochure templates have a distinct grid system to

accommodate customization. Brochures are 12x9" folded

to 4x9" and fit in a standard brochure rack.

3.4C Print Collateral

Health and Wellness



ValleyView Mall

William

son Road

Hershberg

er Road

Hershberger Road


581

11

11


581

■ Kroger

■

Wal-Mart


Front Cover

Inside Front Cover

45


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volo Friendship Health

at 000-000-0000, or

visit online.

friendship.us

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Health and Wellness



ValleyView Mall

William

son Road

Hershberg

er Road

Hershberger Road


581

11

11


581

■ Kroger

■

Wal-Mart


Brochure Inside (flat)

Back Cover

46

3.5 | Signage

New signage should be constructed

according to design guidelines.

Physical sizes will vary based on

locations and code requirements.

3.5 Exterior Signage

Swiss Font

Swiss Font

Sign Body: PMS 295 Blue

one stripe width of white belowPMS 295 Blue and above the accent stripe

three stripe widths of white belowthe accent stripe

Type: Swiss Roman printed in white

Accent stripe:Created by four equal bands of the primary palette.

PMS312

PMS375

PMS7511

PMS668

accent stripe

Icon: Friendship icon printed in white

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Signage | 3.5

S I G N T Y P E 2

Wellington

S I G N T Y P E 1

Applicant Parking

HumanResources

The sign specifics and placement must be determined on-site to address scale

and legibility. These sign guidelines provide a template and should be followed

for design consistency.

4848

CommunicationsAll community relations, including but not limited to sponsorships, media communications and online social engagement, are managed and approved by Friendship’s director of marketing.

4.0 | Communications

4

4949

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O B J EC TIVE S

Friendship is committed to supporting charitable and community activities in the markets where it does business.

CR ITE R IA

Friendship Retirement Community’s Community Care Contributions are specifically focused on programs supporting the following areas:

• Senior Adults

• Health and Human Services

• Education

• Arts and Culture

STR ATEG I E S

Friendship engages a Charitable Care Contributions Committee, charged with overseeing its charitable giving. The committee structure encourages decentralization of charitable giving to ensure the greatest impact is felt where Friendship employees, residents and patients live and work.

4.1 Sponsorships

4.1 | Sponsorships

51

G U I D E LI N E S

• Friendship reserves the right to require additional supplemental information after reviewing an application.

• Regarding all applications, the term “past year” refers to an organization’s most recently completed fiscal year.

• Handwritten applications will not be accepted.

• Contributions may be in support of operating budgets and capital campaigns.

• With the exception of multiyear capital campaign pledges, all sponsorship commitments are limited to one year and recipients are required to reapply on an annual basis.

• Friendship believes in the passions of its employees and board members. As such, priority may be given to organizations in which employees and/or board members are involved or have an interest of any kind.

• Friendship reserves the right to seek the input and opinions of its staff or board members while making final decisions.

• When feasible, it is permissible to use contributions as matching gifts to encourage additional community support.

• If receiving a Friendship gift, recognition of Friendship through public relations, advertising and community exposure should be maximized wherever possible. All mentions of Friendship, inclusion of its logo or marketing of any sort must be approved by the director of marketing prior to publication.

Sponsorships | 4.1

52

P O I NT O F CO NTAC T

Official Spokesperson: The director of marketing is the first point of contact for all media inquiries received throughout the Friendship system. This includes, but is not limited to inquiries regarding independent living, assisted living, home care, the resident’s center and/or rehabilitation services. E M P LOY E E - D R IVE N M E D IA O P P O R TU N ITI E S

In a system where people go to live, not retire, there are daily stories of care, love, health and opportunities to live better. Friendship employees are encouraged to contact the director of marketing to determine the proper avenue for sharing these stories.

• Timing is everything. Four weeks is the standard lead time to contact the director of marketing to promote a Friendship event, story or news item.

• Noncoverage: There are instances when reporters will not respond to a story. If staff requires a guarantee that a message, event or story is heard, the director of marketing will determine if paid advertising is an acceptable alternative to earned media.

WE AR E F R I E N DS H I P : Strategic public and media relations tactics lend authenticity to Friendship’s brand promise to the community. Friendship is committed to delivering transparent, trustworthy, genuine communications to empower those we serve to believe in living better.

4.2 Public and Media Relations

4.2 | Public and Media Relations

53

CR I S I S R E S P O N S E

All crisis situations must immediately be reported to the director of marketing. At no time will any Friendship employee act as the media spokesperson, regardless of the demands of media representatives on-site. If approached for comment in a crisis situation, staff can use the following statement and collect the reporter’s contact information and request. P U B LI C R E L ATI O N S TOO L S

• Elevator Speech: A 30-second review of Friendship’s services and brand promise that all staff may use.

• Maintaining Relationships: Creating and maintaining good media relationships is accomplished through respect for a reporter and his or her deadlines. All communications with media representatives should remain polite and respectful when referring inquiries to the director of marketing.

• On the Record: Assume all conversations with media representatives are on the record, regardless of the situation, the environment or personal relationships. ST Y LE

All communications should adhere to AP Stylebook guidelines, as well as the Brand Strategy (1.0), Typography (2.4) and Copy Guidelines (3.1) outlined in this Brand Guide.

Public and Media Relations | 4.2

“ We are aware of the situation and are looking into the details of what happened. Please contact our director of marketing at [phone] [email] for more information.”

“ Elevator Speech …”

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G E N U I N E CO M M U N I C ATI O N S

Social media provides Friendship the opportunity to deliver genuine content while fostering an open dialogue with supporters, residents, potential clients, and community leaders through meaningful conversations and messaging.

S P O K E S P E R SO N

The director of marketing is responsible for all social media content.

E M P LOY E E P E R SO NAL SOCIAL PAG E S

All Friendship employees are accountable for institutionally related content that is posted to their personal social media pages. If staff identifies themselves as employees of Friendship, it must be made clear that the views expressed on the employee’s personal page are not necessarily those of Friendship. Noncompliance of social media policies may result in corrective or disciplinary actions.

4.3 Digital Communications

4.3 | Digital Communications

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B E ST P R AC TI CE S

• If you would not say it face-to-face, don’t post it.

• Friendship’s harassment and discrimination standards apply.

• Show respect with all interactions.

• If you are unsure if a post is relevant or appropriate, ask the director of marketing.

• Practice proper grammar and AP style.

• Remain active. Consistency is key.

• Stay brief and to the point.

• In general, photos and video garner the most attention.

Digital Communications | 4.3

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Internal CommunicationsBecause our work is noble and necessary, we can take pride in our job and in each other. Friendship team members are 24/7 brand ambassadors and should be engaged with the same vigor and careful planning external marketing receives.

5.0 | Internal Communications

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E M PATH Y

There are no taking sides when it comes to quality care and the creation of a healthy work environment. Try every day to empathize with residents and co-workers alike, always treating others as you want to be treated yourself. H O M E

Sharing life’s little moments with co-workers and residents can bring us all together as a Friendship family. Be generous, share some laughs and celebrate everyone’s meaningful work. CO M M U N IT Y

Together, we all create the Friendship community that is best for our residents and ourselves. Embrace each other’s differences, involve others in decision making and always hold yourself accountable to the promises you’ve made. H U M I L IT Y

Understand and respect the differences that make Friendship special. Look for the potential in others and identify areas of improvement in your own self.

5.1 Focus

5.1 | Focus

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B E ST P R AC TI CE S

Consistent internal messaging and a transparent voice will foster a strong Friendship team, translating to positive reinforcement of all external branding and communication strategies.

• Consistent Messaging: Deliver all internal communications with a deliberate concentration on incorporating key brand messaging.

• Employee Value: Internal communications must reinforce and celebrate employee value with every message.

• Senior Leadership: Replacing vague clichés with relevant, transparent communications establishes trust and inspires teamwork throughout the organization.

• Useful Content: Keep all messaging relevant and useful to employees.

• Inspiring Statements: Strong, forward-thinking statements inspire staff to take up the company credo as their own and implement the values of Friendship in their daily tasks.

• Transparency: Companywide staff meetings incorporating system updates, exciting messages of success, and a transparent question-and-answer series will reinforce trust and further the brand message.

• Multimedia: Messaging incorporating rich media will garner more attention than an email rife with text. ST Y LE G U I D E LI N E S

All communications should adhere to AP Stylebook guidelines, as well as the Brand Strategy (1.0), Typography (2.4) and Copy Guidelines (3.1) outlined in this Brand Guide.

Focus | 5.1

Documents

BRAND GUIDE · 1.0 | Brand Strategy 1 5 Believe in living better. 6 1.1 | Our Audience Our Audience Marketers who speak to Boomers on their own terms, which means portraying them