Corporate IdentityThe Communications Strategy

Annalena Winslow

Communications Officer

NHS Greater Glasgow and Clyde

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

Not just design

Not just appearance

Not just marketing

S

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• What are you there for?

• Who are you there for?

• What can you do for your customers?

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• Internal communications

• Paper VS Electronic?

• Opportunities for success

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• How do I cope with change?

• How do I target my message?

• What advantages do I have?

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• Your message has instant credibility

• You have something unique to offer

• You know your service best of all

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• Be visual – don’t over-write

• Are you reaching the right people?

• Spelling, grammar, proof-reading

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• How many logos are enough?

• Listen to your designers

• Corporate identity = Consistency

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy• Is what you’re already doing enough?

• Parity with colleagues

• Online branding is your new opportunity

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• Multimedia is what is says!

• Use electronic opportunities

• Does sound or vision help you sell?

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• Interactivity is more than a buzz word

• The gift of feedback

• Information is worth more than money

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy• Corporate identity = words AND actions

• What sort of image do you want?

• What customers do you want?

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• More than just a study venue

• NHS isn’t just doctors and nurses

• What can you do for the rest of us?

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• You win – your service is better used

• Staff win – they can exploit the service

• Employers win – investment supported

Delivering better healthwww.nhsggc.org.uk

Corporate IdentityThe Communications Strategy

• However, what CAN you do?

• How much is possible?

• What’s your future direction?

Delivering better healthwww.nhsggc.org.uk