TUFTS HEALTH PLAN Social Media Brand Standards · on social media. What exactly does this mean for Tufts Health Plan? Everything we do adds up to our mission: improving the health

Social Media Brand Standards

TUFTS HEALTH PLAN

07.18.19

CONTENTS

01.

02.

03.

04.

05.

06.

07.

08.

09.

10.

11.

12.

13.

14.

15.

Introduction

Brand & Social Media

Target Audience

Voice & Vibe

Post Content

Copy, Style & Tone

Photography

Illustration

Video

Facebook

Instagram

Twitter

YouTube

LinkedIn

Some Examples

2

.02 HELLO

It’s 2019, and all brands are expected to be present

on social media. What exactly does this mean for

Tufts Health Plan?

Everything we do adds up to our mission: improving

the health and wellness of the diverse communities

we serve. Social media is an extension of this

mission, and an opportunity to make this connection

we have with our members.

This is a playbook for our social media executions.

It provides the rationale and tools you’ll need to

generate a presence consistent with our brand

identity.

While we want these standards to adhere to the

majority of our posts, there will be some posts that

are more raw.

01. INTRODUCTION

Making connections:It’s what we do.

3

02. BRAND & SOCIAL MEDIA

We are a trusted and valuable resource.

We bring humanity into a process that can be frustrating.

We are a positive and knowledgeable guide for all things health and health

plan related.

“It’s what we do” stands behind every action we take that serves our mission.

We craft better ways for our members to experience better care and better

health.

Our purpose on social media is to be all of the above.

Social media is an opportunity to connect with members in real time, get

feedback and show who we are, but more importantly, to serve our members

and navigate them.

Who we are.

4

03. TARGET AUDIENCE

OUR PRIMARY AUDIENCE

Existing and prospective members for:

- Medicare

- General consumers, ages 65+, skewing more toward

women (the primary decision makers)

- Commercial

- General consumers, 60/40 women/men split, ages 25

to 54

- Millennials, ages 18 to 34

- Medicaid and individual

- Low to moderate income; at the federal poverty level

or a little bit higher

- Skews toward women

- Social determinants of health, like food, housing,

utilities, schools, often get in the way of health

OUR SECONDARY AUDIENCE

THP employees and providers

Who we’re talking to.

5

04. VOICE & VIBE

We are caring and genuine

From the care managers to the call center, our team truly has our members’ best

interests in mind.

Positive, but not overly cheery

We are realistic with our members. We are friendly and professional.

We are problem-solvers

We think about more than one way to help members, and often go above and

beyond to meet the needs of a member.

Community-orientated

Tufts Health Plan is part of the community; we meet members where they are.

We connect with resources in the community and are there to help.

We are a trusted resource

Because we cover all populations, we’ve seen it all.

We are for everyone

As a brand, we accept all. We won’t alienate anyone based on their religion,

politics, etc.

How we express ourselves.

6

Guidelines

7

05. POST CONTENT

News, information and more

Announcements, awards, health tips, resources, links, etc.

Stories

Stories from our members and employees, whether it’s an emotional

in-depth interview or a whimsical animation.

Advocacy, not advertising

Solidarity with movements and people should not necessarily be

promotional.

Note: Mix it up.

Always mix up the newsfeed with varied kinds of posts to keep it from

becoming repetitive and stale.

What we’re posting.

8

06. COPY, STYLE & TONE

Writing posts.

Write as a person, for a person

As if you were speaking to a person in your life who cares about their

health. It could be a friend or a family member. What’s something they

would want to learn? How would you say it to them?

Friendly, but professional

Strike a balance between being friendly and being professional, without

feeling commercial or corporate. A good filter is asking how you’d say

something out loud. Be conversational.

Respect our audience’s intelligence

How would you explain or say it to somebody you just met at a party?

Never treat your audience like they know less than you do. They are

smart.

Mix it up, again

There are many ways to write a post. Whether it’s a question, a quote,

interesting facts, a stat or a statement, try different approaches and

see what resonates.

Checking it twice

For grammar, spelling, extra spaces and characters, or unneeded

capital letters. Avoid overuse of exclamation points. Make sure all links

work.

Hashtags

Hashtags are a great way to cross-index THP within topical

conversations, as well as build the brand. Use #ItsWhatWeDo as

the brand hashtag. Hashtags can be used across post types with all

formats. For news or topical events, use tools like Sprout Social, Ritetag

or Hashtagify to see what hashtags are in use.

9

Photography

10

07. PHOTOGRAPHY

The power of photography. From attitudes to socioeconomic status to a feeling, images speak volumes.

They should be easily consumable, conveying an emotionally impactful and

simple message quickly. Brightness, clarity, liveliness and ingenuity of images

are all positively associated with higher engagement.

Choosing the right photo

Unless you own the image, you’re searching from royalty-free stock photos on

Getty. The quality of photos on sites like this varies widely. Finding the right

photo takes time.

Images of people should be as diverse as our members and employees.

They should convey some sense of a person’s individuality, as well as members

of their communities.

Authenticity is a key component in choosing images. Shots that look staged

or subjects who appear overly enthusiastic given the situation make us appear

disconnected from the members we serve.

Don’t assume that a visual that performs well on one platform (say, Facebook)

will do well on another (e.g., Instagram).

Authenticity will help us stand out from competition in the category.

Where to get them:

Use Getty Images (gettyimages.com) to find royalty-free photography. 11

07. PHOTOGRAPHY/EXAMPLES

Yay

But keep the tone appropriate to the subject. The shot conveys

emotional warmth. It feels natural.

Nay

Subject looks like a model, not a member.

Studio shots are OK.

12


Yay

The environment of this photo makes it feel believable and authentic.

Keep it real.

Nay

Stiff or overly posed photographs make us seem inauthentic.

13


Yay

Small gestures can make a big impact. They show something that can

resonate with the member and feel true to their life.

Moments that ring true.

Nay

Overly effusive expressions may seem awkward in our world.

14


Yay

The relaxed casualness of this photo speaks for itself. It generates

interest in the subject.

Pictures that tell a story.

Nay

The earnest cuteness of this photo makes it feel less real, less

engaging and more generic. Photos like this are predictable in the

world of insurance. We want to break category.

15

Stay healthy.

07. PHOTOGRAPHY/FRAMES

THP frames.

Schedule your annual checkup today.

Upper right frame

The rounded frame is only used

in conjunction with duotone

portraits due to its visual

complexity.

Framing content with the Sausage Man icon adds a subtle branding element. You have four options to choose from.

Top right, no frame No Sausage Man, no frame

If the Sausage Man is used as art,

then it should not be used in the

frame as well.

Stay healthy. Schedule your annual checkup today.

16

Don't use the icon in the bottom

right

This area is reserved for captions

in video.

07. PHOTOGRAPHY

Photos and type.

Color may be tinted with white

to increase legibility.

For example, this is Maroon with

a 50% white tint.

THP Blue with a 50% white tint.

Black-and-white photos in mulitiply mode and set on our brand colors can create a piece that is both graphic and expressive.





Duotone (two colors)

This style works best with

simple white backgrounds. The

subject's enviroment makes this

piece hard to read.

Avoid type on a color

photograph

It's often illegible.

Avoid a yellow background with

white text

It's often illegible.

17




Illustration

1818

08. ILLUSTRATION

Communicating with illustration. Use illustration to add variety to your social feed. It’s simple and easily

connects with your audience.

Illustration may be a good choice when:

• Showing the logo of another organization.

• Recognizing a recent award.

• Communicating an idea without personification.

Where to get them:

Use the Noun Project (thenounproject.com) to find illustrations.

19

08. ILLUSTRATION

Yay

Notice the illustration style is similar to the Sausage Man.

Nay

This illustration is too different from the THP style.

Take a cue from the Sausage Man.

Healthy eating tips

Delivered right to your inbox.

Healthy eating tips

Delivered right to your inbox.

20

08. ILLUSTRATION

The right THP graphic is....

21

...more simple than diagrammatic....more stylized than detailed....more iconic than illustrative.

...more graphic than realistic. ...more neutral than whimsical. ...more legible than light.

Stay healthy. Stay healthy.

Stay healthy.

08. ILLUSTRATION

THP frames.



Upper right frame

We brand visual content with the Sausage Man. There are four options to choose from.

Top right, no frame No Sausage Man, no Frame

If the Sausage Man is used as art,

then it should not be used in the

frame as well.


22


Don't use the icon in the bottom

right

This area is reserved for captions

in video.

Stay healthy.

08. ILLUSTRATION

Yay.

We use symbols and icons to represent concepts.

Nay.

This cartoon illustration is at odds with the sleek style of the THP brand.

Use symbols and icons to communicate.


23

Stay healthy.


08. ILLUSTRATION

THP colors.

Stay healthy.


Stay healthy. Stay healthy. Stay healthy. Stay healthy.


Stay healthy.





THP Blue THP Secondary Green THP Secondary Blue THP Secondary Maroon Avoid using THP Secondary

Yellow with white when setting

type, due to low contrast.

Do not mix colors.

24

Stay healthy.


Stay healthy.


Stay healthy.


Stay healthy.


Stay healthy.


Stay healthy.


08. ILLUSTRATION

Logos and badges.

Memorial Day Human Rights Campaign

Throughout the year we will want to share our affiliations and awards. In order to let these symbols speak for

themselves in a dignified way, we display them on a white background with an inset glow.

Pride

Because the illustration uses the

Sausage Man, there is no need to

repeat the logo.

Thank you for your sacrifice.

Don't use the frame in these

instances

Using the frame creates visual

clutter.

25

Video

26

Using video in your feed. Video is one of the most engaging types of posts. Use it to add variety to your

feed, and to capture your current followers in an unexpected way.

Some posts will naturally be live-action footage, such as interviews. Other

times, you’ll have to decide if the information you want to communicate should

be in video format.

Here are some guidelines to help:

• Use your instinct. If the nature of what you want to communicate works in

video format, you can use video.

• Awards, calls to action, explainers (for instance, how-tos), news and other

information are all types of posts that can be videos. (However, this does not

mean every single award has to be a video all the time.)

• Ask yourself, is there enough information to support a video? Is the

information interesting enough that it warrants a video? And finally, is this a

video you would sit and watch?

Sometimes, there will be a link in your post. Other times, you won’t need one.

If the video says everything you want to communicate, there is no need to link

out. If you are using the video to drive your followers to do something, then

use a link.

09. VIDEO

27

09. VIDEO

Stay healthy.



#ItsWhatWeDo

You can employ the duotone (two colors) look in videos as well. Alternate colors, words and images to maintain the users' interest.

28

09. VIDEO

Stay healthy.

WIth hundreds of PCPs in our network, it's so easy.


#ItsWhatWeDo

Text and illustrations can also be used in videos. Alternate illustrations, words and colors to keep the users' attention.

29

09. VIDEO

#ItsWhatWeDo

For live-action videos, use the Sausage Man logo in the upper right hand corner in order to leave space for captions. Captions are

natively generated captions from their respective platforms.

I COULD NEVER GET MY PRESCRIPTION FILLED THE LADY SAID SHE DIDN'T HAVE THE APPROVAL MEANWHILE THE DEPRESSION WAS GETTING WORSE THEN MIKE FROM TUFTS HEALTH PLAN CALLED

NOW I'M BACK AT WORK WITH A THERAPY DOG.

30

Platform Executions

31

10. FACEBOOK

Posts for Facebook. Mobile-friendly is a must

Currently, 93% of people who follow us on Facebook

use their mobile as their primary device to consume

content.

Hashtags on Facebook

Up to 1. On this platform, less is more. Use a short,

easy-to-remember hashtag, like #ItsWhatWeDo, to

align users to a brand value or a higher purpose, not

a product offering. Hashtags can be used across post

types with all formats.

Imagery

Posts that have a photo do better than those without.

Facebook tends to optimize for posts with pictures.

Keep illustrations simple and clean.

Upload video to the platform

It’s better to upload your video directly to Facebook

rather than including a YouTube link, as Facebook’s

algorithm tends to prioritize native video content.

SPECS*

BADGE:

Use the Tufts Health Plan icon in

upper right of images and videos

to aid brand awareness and

recognition.

VIDEO LENGTH: No more than 2 minutes. Studies

show engagement tends to fall

off after that.

VIDEO + IMAGE RATIO: 9:16 (portrait) vertical video is

optimal. More than 50% of digital

videos are now viewed on mobile

in vertical format. Still images

should be 1:1, 16:9 or 9:16 if in

stories.

VIDEO CAPTIONS: Uploaded videos need to be

compelling without sound.

MESSAGE: 90–125 characters. Text over 125

characters is allowed, but may be

truncated.

Tufts Health Plan

Michael + 24

Jasmine’s struggle to transition.

3 Comments

Before my surgery I would just stay inside

* Specs subject to change.

32

11. INSTAGRAM

Instagram posts. Instagram is mobile-first

Almost 100% of users access Instagram through their

phones.

Hashtags

Up to 30. The more the better. Using many hashtags

is recommended, and means your post will appear

across several conversations. Plus, they boost the

relevancy and organic reach.

Sound off

Videos on Instagram will automatically play without

sound. Keep this in mind and use compelling visuals

that make sense.

tuftshealthplan •••

tuftshealthplan

SPECS*

BADGE:




recognition.

VIDEO LENGTH: Data from HubSpot found

Instagram videos that received

the most comments were around

26 seconds.

VIDEO + IMAGE RATIO: 9:16 (portrait) vertical video is

optimal. More than 50% of digital

videos are now viewed on mobile

in vertical format. Still images

should be 1:1, 16:9 or 9:16 if in

stories.

MESSAGE: 90–125 characters. Text over 125

characters is allowed, but may be

truncated.

33


12. TWITTER

Twitter posts. Mobile-first

93 % of Twitter users access the platform via mobile.

Hastags

Use 1 or 2. Mind the character count. Using hashtags

on Twitter lowers the available character count for

the message, so only relevant and branded hashtags

should be used.

Character limit and what it means

On Twitter you are limited to 280 characters. Now,

does that mean you should use all of them? Not

necessarily. But maybe sometimes. Twitter is a place

for brief thoughts, but test what works with your

audience.

Tease through video

Consider using video on Twitter as a way to “tease”

full-length content that can be found on our website.

Tufts Health Plan @TuftsHealt...Icit ilibusc itatusciatia ipsumquam net quunditatiae exera disquam conse rersperum #ItsWhatWeDo

Jasmine’s struggle to transition.ItsWhatWeDo.com

SPECS*

BADGE:




recognition.

VIDEO LENGTH: No more than 30 seconds, the

platform limit. Video length

maximum is 140 seconds.

VIDEO + IMAGE FORMAT: Video ratios need to be 1:1 or

16:9. Maximum file size is 512MB.

Recommended video formats are

.MP4 for web and .MOV for mobile.

For still images use 1024 x 512

pixels, maximum file size of 5MB.

MESSAGE: 180–280 characters.

34


13. YOUTUBE

YouTube posts. Consider YouTube as your video library

Videos can be organized into various playlists by

topic. YouTube also lends itself to more in-depth

videos such as demos, how-to tutorials, FAQs, long-

form member stories and more.

SPECS*

BADGE:

Use the Tufts Health Plan icon in upper

right of images and videos to aid brand

awareness and recognition.

VIDEO LENGTH: Around the 2-minute mark.

VIDEO FORMAT: Recommended dimensions: 426 x 240

(240p), 640 x 360 (360p), 854 x 480

(480p), 1280 x 720 (720p), 1920 x 1080

(1080p), 2560 x 1440 (1440p) and 3840

x 2160 (2160p). Minimum dimension is

426 x 240. Maximum dimension is 3840

x 2160. Aspect ratio is 16:9 (auto adds

pillarboxing if 4:3). Maximum file size

is 128GB or 12 hours, whichever is less.

Accepted video formats include: .MOV,

.MPEG4, MP4, .AVI, .WMV, .MPEGPS,

.FLV, 3GPP and WebM.

:10

:32

Jasmine’s struggle to transition.Tufts Health Plan 2K views • 2 weeks

BEFORE MY SURGERY I WOULD JUST STAY INSIDE

SHE’S BEAUTIFUL. SHE’S SMART. SHE’S OURS.

Diagnosing Autism in Children

35


14. LINKEDIN

LinkedIn posts. Hastags

No more than 5.

How long should it be?

Optimize the length based on the goal:

- Under 30 seconds:

For brand awareness and brand consideration

goals. A study by LinkedIn found that videos

under 30 seconds reported a 200% lift in view

completion rates.

- More than 30 seconds

Test longer videos for demand generation.

The same study found that longer-form

content drove as many clicks and views as

shorter videos because they help tell a more

complex product or brand story.

SPECS*

BADGE:




recognition.

VIDEO + IMAGE FORMAT: Video aspect ratio is 1:2.4 to

2.4:1. Maximum file size is 5GB.

Accepted video formats are .ASF,

.AVI, .FLV, .MOV, .MPEG-1, .MPEG-

4, .MKV and .WebM. Video length

minimum is 3 seconds, maximum

is 10 minutes. Video maximum

frame rate is 60fps. Static images

should be 1200 x 675 pixels.

Tufts Health Plan

It’s what we do.ItsWhatWeDo.com

It ad experum lam faccaboreici ipsandae eos voluptat experio nsediti reptinc tioreped quam as ullore.

36


37

Some Examples

15. SOME EXAMPLES

Historic holiday

An inspirational quote or, poignant portrait are appropriate ways to

celebrate the contributions of historical figures.

Professional sports teams

Due to licensing issues, use of official logos can be problematic.

Instead, use a graphic with the team's colors.

GO SOX!

38

The ultimate measure of a

man is not where he stands

in moments of comfort and

convenience, but where he

stands at times of challenge

and controversy.

—Martin Luther King, Jr. GO B's!

While not intended to be comprehensive, these examples are provided to help guide you in how to approach common content types.

California Kale Salad with Tomato, Cabbage and More

Balsamic Chicken with Mushrooms

A heart-healthy and delicious recipe:

A quick and easy recipe idea for diabetics:

Recipes

The top copy block explains why we've posted it. The bottom

block is the recipe name.

Documents

TUFTS HEALTH PLAN Social Media Brand Standards · on social media. What exactly does this mean for Tufts Health Plan? Everything we do adds up to our mission: improving the health