Marketing Communications Essentials for New Joslin Affiliates

Version 10-08-2008

Table of Contents

Welcome............................................................................................. 1 Marketing Tasks for New Affiliates .......................................................... 2

Getting Help/Assigning Roles ........................................................... 2 Affiliate Marketing Resources: Where To Find Them ............................ 2 Marketing Assistance from Joslin/Boston............................................ 3 Marketing Communications Policies and Procedures............................. 3

The Joslin Brand Mark........................................................................... 5 The Joslin Affiliate Brand Mark ......................................................... 5 Affiliate Logo Standards .................................................................. 6

Translation of the Joslin Logo................................................................. 7 Using Joslin Logos with Other Logos........................................................ 8

Affiliate Logo Color ......................................................................... 9 Creating an Affiliate Logo ................................................................ 9 Other Graphic Formats...................................................................10 Type Usage and the Joslin Brand Mark .............................................10 Integrating the Joslin Center Identity with Your Institutional Identity ....10

Rollout Materials .................................................................................12 Advertising Templates....................................................................12 Press Release ...............................................................................13 Physician Letter ............................................................................13 Program Brochures........................................................................14

Other Joslin Materials ..........................................................................16 The Joslin Editorial Style Guide........................................................16 Joslin Facts and History..................................................................16 The Joslin Timeline ........................................................................17 Joslin News Now (the patient newsletter)..........................................17 Joslin in the News .........................................................................17

The Internet.......................................................................................18 About This Manual...............................................................................19

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Welcome

Marketing Communications Essentials is an Addendum to your Joslin

Affiliated Programs Marketing Toolkit.

This manual has been developed to give new Joslin Affiliates some of

the basic tools they will need during the start-up phase of a Joslin

Affiliate center. It also contains important information regarding the

use of the Joslin brand mark.

Brand visibility will be critical to your success, and it is important that

you begin to establish your new brand in your marketplace during

the opening of your Joslin Affiliate. To help you maximize your results

during this period, this manual provides tools and information on

branding, public relations and advertising.

Please remember that Joslin/Boston and the Joslin Communications

Office are here to help you. If you have any questions or would like

assistance, please contact your site coordinator who will guide you to

the best resource.

We wish you the best and look forward to working with you.

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Marketing Tasks for New Affiliates

Marketing during the opening phase of a Joslin Affiliate focuses on

two objectives:

First, create your Joslin Affiliate identity materials with clear, concise

messaging that provides a reason for patients to choose your

services and for referring physicians to send patients to you.

Second, make sure that the right people know that your center is

open and the range of services you offer through proactive

communications. This includes such target audiences as current and

potential patients, referring physicians, staff at your institution and

local media outlets.

Getting Help/Assigning Roles

If you have access to the marketing department at your institution,

take full advantage of the services they can provide. Please share

this manual with them: it contains a number of brand usage rules

and communications conventions that they must follow.

If you do not have access to a marketing staff, we recommend you

appoint one person to coordinate marketing activities. That person

should contact Joslin/Boston to establish a working relationship with

your site coordinator.

Affiliate Marketing Resources: Where To Find Them

Joslin's Communications Office uses the Affiliate Resources section of

www.joslin.org to distribute tools, templates, samples, rules,

examples, logos, etc. This includes items especially designed for new

Affiliates:

Logo template

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Promotional poster system

Customizable print and radio advertising

Opening announcement template and other public

relations resources, such as Joslin history and facts

Marketing Assistance from Joslin/Boston

Joslin/Boston is available to consult on your opening marketing plan.

The Joslin Communications Office has a well-established and robust

program of marketing, advertising, publications, publicity and public

relations, in both the Boston area and nationwide. Items from this

program are available to Joslin Affiliates and are distributed through

the Affiliate Resources site on www.joslin.org, by email or by request

from individual Affiliates.

Marketing Communications Policies and Procedures

Marketing communications includes a wide range of activities,

covering all the ways in which your market perceives and interacts

with you, from advertising to waiting room décor, from public

relations to how your staff answers the phone. All aspects of

marketing communications are important; some have more impact

than others. The most successful organizations pay attention to them

all.

In this manual we are concerned primarily with the written

communications that you will need to develop in your start-up phase.

These include identity materials, advertising and public relations.

We are proud of the strong Joslin brand built over the past 100

years, and we rigorously maintain it. Your decision to invest in a

Joslin Affiliate means that you recognize the value of that brand and

one of the goals of Joslin Communications is to ensure you benefit

from the association.

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We require that you follow the guidelines in this manual. In addition,

all public relations, advertising and informational materials (for

patients, referring physicians and the general public) must be

reviewed and approved by Joslin/Boston prior to production and

distribution.

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The Joslin Brand Mark

Standards for using the Joslin brand identity exist to ensure that each

member of the Joslin network achieves maximum impact and benefit

from the Joslin identity.

The Joslin brand mark (“logo”) is a graphic made up of two elements:

(1) the name of the institution set in logo type that has been optimized

for graphical impact, supported by

(2) a logo symbol consisting of a filled circle containing three stylized

representations of the letter “J.”

Both elements are part of the whole brand mark. Separating the two

elements of the Joslin brand mark is considered improper use.

The color of the brand mark is “Joslin red,” which is PMS 1945. The

mark may also be reproduced in black or “knocked out” against a

solid background, providing that the substrate color is white.

Reproducing the brand mark in any other color is considered

improper use.

The Joslin Affiliate Brand Mark

The mark used by Joslin’s Affiliate programs is an extension of the

Joslin brand mark. The Affiliate mark provides an important visual

connection between Joslin/Boston and the nationwide network of

affiliates, and among the many affiliates themselves.

Patients and referring physicians live in a highly mobile and

information-rich environment. A standardized brand mark enables all

members of our nationwide network to be immediately recognized—

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either through contact with an institution, a CME program, a public

relations program or national and regional advertising.

Affiliate Logo Standards

Each Affiliate logo is created by adding to the Joslin brand mark an

identifying “tagline.” This tagline consists of the phrase “Affiliate at”

plus the name of your institution.

The typeface in the tagline is Frutiger 76 Black Italic. You must use

this typeface and only this typeface. Using any other typeface in the

tagline is considered improper.

If you do not have access to this typeface, you can ask the Joslin

Communications Department to create your logo for you.

The size of the lettering (the x height) in the tagline is fixed at 40%

(of the x height) of the lettering in the Joslin logotype. This ratio

(5:2) may not be changed. The leading between the two lines should

be 114% of the point size of the characters.

The Affiliate tagline aligns right with the right edge of the ascender in

the letter “r” in “Center” in the Joslin logotype.

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The distance between the top of the tagline’s lower case letters (x

height) and the bottom of Joslin logo is equal to the size of the

capital letter “A” in “Affiliate.”

The Affiliate tagline must never extend beyond the “J” in Joslin.

If the tagline is too long to fit on a single line, it should be split into

two lines (see example above), both lines aligning right with the

ascender in the letter “r.” Standard leading applies to the distance

between the lines; for example, in the Illustrator file provided on the

Web site, the leading is 13.8/16.

Translation of the Joslin Logo

For our affiliates outside the U.S., the need can arise to translate the

name of the institution as it appears in our logo. This is an acceptable

practice. However, it is important to remember that the Joslin logo or

“brand mark” is graphic that may not be changed or modified.

Replacing the words “Joslin Diabetes Center” with a translation is not

acceptable:

Translation of the wording of the logo should appear below the logo,

and the size of the characters or script should be in proportion to the

logo:

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The positioning of the translation should be decided on the basis of

the aesthetics of the final artwork. If type is used, the characters

used may be Frutiger Bold Italic or another font.

Similarly, the affiliate identifier (or tagline) can be translated

separately and the translation can be positioned as above or as a

duplicate of the brand tagline:

If you have questions regarding translation issues, please contact

Joslin Communications.

Using Joslin Logos with Other Logos

Certain rules apply when using a logo from another institution in

conjunction with either the Center or the Clinic logo:

1. With the exception of appearances on communications from and about

the host institution, the Affiliate logo may not appear on any

communication that gives the impression to a reasonable observer

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that Joslin or the Affiliate endorses the product, service or institution

represented by the other logo.

2. The combination of the Affiliate logo with another logo may

communicate participation or content contribution (such as an event

poster with other organizations or sponsors). When appearing with

another logo(s), the Joslin logo should be at least equal in size to the

other logo(s).

3. When appearing on the same visual plane with the host institution

logo, the Affiliate logo should appear on the same line as the

institution’s logo whenever possible.

4. The color of the Affiliate logo may not be changed.

5. The Affiliate logo may never be incorporated into another logo.

Affiliate Logo Color

The preferred color scheme for the Affiliate logo is PMS 1945 for the

Joslin brand mark and 100% black for the tagline identifier. Affiliate

logos may also be reproduced in all black or entirely in PMS 1945.

The logo may also be “knocked out” against a solid background,

providing that the substrate color is white.

No other colors may be used.

Creating an Affiliate Logo

A template for creating your Affiliate logo is provided in the Affiliate

Startup Section of the Affiliate Resources Web site. The template is

an Illustrator EPS file that contains both the Joslin brand mark and a

sample tagline identifier in the correct horizontal position. The

justification and leading have also been fixed to the correct settings.

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Someone trained in the use of Adobe Illustrator will know how to

complete the tagline, according to the specifications described above.

If you do not have access to a person who can use Adobe Illustrator,

contact your site coordinator for assistance.

Other Graphic Formats

Once you have created the Affiliate logo, we recommend that you ask

your designer to provide the logo in three additional graphic formats:

.jpg, .gif and .wmf. These will give you the flexibility you will need

to add your Joslin identity to your materials, including your Web site.

Be sure that your designer corrects the color in the logos to ensure

that they conform to the PMS 1945 standard.

The CMYK values for PMS 1945 are C:23 M:100 Y:96 K:14.

The RGB values are R:170 G: 16 B: 63.

Type Usage and the Joslin Brand Mark

The Joslin brand mark and the Affiliate brand mark were developed

using two typefaces: Avenir and Frutiger. To maintain the impact of

the brand mark, we highly recommend that you avoid using either of

these typefaces in any of your communications or patient materials.

Such use will only “dilute” the impact of your logo.

Integrating the Joslin Center Identity with Your Institutional Identity

As a Joslin Affiliate your brand identity starts with your relationship

to Joslin/Boston and the rest of the Affiliate network.

At the same time, we recognize that your host institution has its own

branding guidelines and requirements, and that there is the potential

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for your Joslin Affiliate identity and your institutional identity to

conflict.

Should this issue arise, we recommend setting up a working

relationship between your institutional branding team and the Joslin

marketing team to deal with this issue.

Joslin’s brand usage decisions are based on a hierarchy of

requirements. Certain elements in the Joslin identity are not optional:

this includes the unity and integrity of the brand mark (which

includes the color of the mark).

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Rollout Materials

Before you are ready to open, you’ll need to develop advertising, an

opening announcement, patient materials, direct mail, promotional

activities and public relations.

Templates for these materials can be found in the Affiliate Resources

area of www.joslin.org.

Again, we recommend that you work with your institutional

marketing team; they understand your local market and have

existing connections to agencies and other resources. Make sure that

your marketing team or agency is in contact with Joslin/Boston from

the outset, so that we can provide guidance on Joslin standards.

Advertising Templates

The Roadmap to Better Diabetes

Care campaign was designed for

use by new Joslin Affiliates.

The Affiliate Resources section of

the Joslin Web Site contains

templates for both print and radio

advertising. We invite you to use

the templates directly or as a guide

to developing your own advertising.

The “Roadmap” print advertising

template was developed in inDesign

CS2. Also provided is the template

for creating the “map” graphic for

the ad, which was developed in

Photoshop 6.0. You will need both

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software packages to use these template. The script for the radio

commercial is a Microsoft Word document. Both templates come with

instructions on customizing them for your Center.

Press Release

Announcing your opening to local media will provide an opportunity

for publicity and begin to establish your staff as local media sources

for information on diabetes. The template for a press release that is

available in the Affiliate Startup section was prepared by Joslin

Communications and contains language and message points that are

approved for use by new Affiliates.

Download the press release template and complete the text where

your local information is required. Then send the text to

Joslin/Boston for approval. Once the release has been approved, you

should draw up a list of the editors and news producers in your

media market who should receive the release. Be sure to save your

list; it will serve as the basis for your ongoing media relations.

The Joslin/Boston media team can work with you to help maximize

coverage in the local and national market and we advise you to

discuss your media plan with them well in advance. Your institutional

marketing team can help you with your media list, and advise you on

any institutional restrictions and requirements they may have on

information you release. Joslin/Boston will also issue a press release

to the Boston and national media about your opening.

Physician Letter

One of the most important of the start-up communications tasks is

informing referring physicians that you are “open for business,” as

well as the nature and range of the services you offer. You should

also describe the background of your clinical staff, and your

relationship with Joslin/Boston. Again, you will need to offer them a

reason for sending you their patients.

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One of the ways this can be done is through a letter to local

physicians. Samples of physician letters that have produced results

for other Joslin Affiliates are shared in the Affiliate Startup section.

There is also a Microsoft Word template that you may wish to use to

start composing your own letter.

Mailing requires that you obtain a list of physicians and allied heath

professionals in your area who are in a position to refer patients to

your Center. Many of these may be part of your host institution, and

your marketing team can help you to reach these individuals.

Depending on the size of your target market (both in terms of

population and geography), there are a number of ways to develop a

referral source mailing list. The easiest is perhaps the local phone

book or medical society membership list; in larger metropolitan

areas, developing a list may require buying a list or engaging the

services of a direct mail company. Before you begin, be sure to

establish a means to track the results of each mailing and to

maintain your list.

Program Brochures

A well-written and well-designed program brochure is a valuable tool

for communicating with potential patients, referring physicians and

other sources of patient referrals. Your institutional marketing team

should be able to help you find the resources necessary to develop a

brochure to meet your particular situation and needs. If they are

unable to assist you, Joslin/Boston can help you arrange for agency

services.

Though brochures are often seen as expensive, they are an excellent

investment, and there are a number of ways to reduce their cost,

such as one- or two-color printing. If you have sufficient resources,

you might even consider targeted brochures for different audiences,

such as one for potential patients, another for referring physicians

and one for education services only.

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Any brochure that you develop should include a clearly stated

rationale for a patient to choose your center for his/her care, or for a

referring physician to entrust his/her patients to your care. If you do

not have a concise “differentiator,” the experience of developing text

for a brochure is an great opportunity to write one.

The Affiliate Startup section of Affiliate Resources contains PDFs of

some excellent examples of program brochures, contributed by other

members of the Joslin Affiliate Network. If you need advice or

assistance, please contact your site coordinator.

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Other Joslin Materials

The Affiliate Resources section of www.joslin.org contains a range of

materials that you can download to use in your Center, some of

which are described below. If you have difficulty finding any of these

items, please contact your site coordinator.

The Affiliated Program staff and the Joslin Communications Office are

constantly adding to the materials to the Affiliate Resources section.

Additions are announced by Joslin/Boston.

The Joslin Editorial Style Guide

Before you begin developing any communications, please review the

Joslin Editorial Style Guide for Web and Printed Material.

This document is periodically updated. New editions are announced

by Joslin/Boston; be sure to download and distribute the updated

guides. Anyone developing communications for your Center—in print

or electronic format—is responsible for observing the usage rules set

out in the Style Guide.

Joslin Facts and History

You should also download and review Joslin Facts and History from

the Marketing Materials section of the Affiliate Resources web site.

This publication contains important information about diabetes and

about Joslin that you may wish to use in your communications.

Joslin Facts and History also contains guidelines and boilerplate for

statements you may wish to make about Joslin and your relationship

to Joslin/Boston. These guidelines are important; they can help you

avoid erroneous or misleading statements regarding diabetes, Joslin

Diabetes Center and the Affiliate network.

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The Joslin Timeline

The Joslin Timeline is 22-foot wall display recording this history of

diabetes discovery and care, including the contributions made by

Elliott P. Joslin, M.D. and his staff. This mural is available from your

site coordinator to be produced at your local printer.

Joslin News Now (the patient newsletter)

The Affiliated Programs staff, working with Center Administrators and

Joslin's Communications Office, has developed an easy-to-use

template for producing a patient newsletter. This template is in

Microsoft Word and can be downloaded from the Affiliate Resources

section. If you need assistance or advice on using the template,

please contact your site coordinator.

Joslin in the News

Joslin’s Public Relations team regularly distributes Joslin in the

News, an email summary of the most interesting news articles

featuring Joslin staff.

Though the news focuses on staff in Joslin/Boston, this newsletter

can be both interesting reading and a valuable marketing tool. Many

of the articles feature stories on Joslin research and advances in

setting clinical standards; both of which impact the care and

education your Center offers. It also enhances the public perception

of the Joslin network to which you belong.

Press releases from Joslin/Boston are also distributed in advance. We

invite you to distribute both Joslin in the News and the press releases

to your staff and the press releases to your local media. You should

always check to see if there might be a local angle to any of the

stories that would give you the opportunity for local media coverage.

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The Internet

Your Web site is one of the best ways to provide a 24/7 source for

information on your Center. It is true that some older adults do not

use the Internet. But that is changing. The Web is by far the most

flexible means of informing potential patients, referring physicians,

the news media and the general public (including those who might

influence potential patients):

Who you are

What services you offer

What makes your Joslin Affiliate unique in your market

How to contact you

Hours of operation and directions to your center

How to make an appointment

A class schedule

Work with your institutional Web team to set up and maintain your

site. They will help you determine what information should be

included and how the pages will look and function. We do require

three things:

1. Joslin/Boston must approve the information on your site.

Contact your site coordinator before your pages are posted and

arrange for a review.

2. Your site must include your Joslin Affiliate logo.

3. Your site must include a link to www.joslin.org. The

Joslin/Boston web site contains a link to your site under the

“Locations” selection on the home page. Reciprocal linking will

help improve how search engines find and rank both sites.

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About This Manual

This manual is produced by the Marketing Communications staff of

the Joslin Communications Department. Your comments, questions,

corrections and suggestions are welcomed. Please send those via

your Site Coordinator.

Thank you.

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10/08/200