ontario hospital association (case study)
DESCRIPTION
The Ontario Hospital Association (OHA), representing approximately 154 public hospitals, uses advocacy, education and partnerships to build a strong, innovative and sustainable health care system for all Ontarians. The OHA had launched a new identity in 2004, but had not created brand standards to manage the large volume of print material they create, and their web presence and communication with stakeholders was not being managed efficiently or effectively. They were sending numerous electronic communications to their target audience from multiple departments within their organization. This resulted in a barrage of e-blasts as well as duplicate correspondence that was frustrating to their audience. Their audience had also grown beyond hospitals to a much broader health care base beyond its provincial boundaries. This case study describes the brand identity we created for the OHA.TRANSCRIPT
methodbranding.com
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G E D TA K I M ATAY
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I P S U M D O L O R S I TA M
ELIZABETH SANDERSONDirector, Information Technology
200 Front Street West, Ste 2800Toronto, ON M5V 3L1Tel 416 205 1000Cel 416 456 7890Fax 416 205 1340Email: [email protected]
Elizabeth SandersonDirector, Convention Exhibits
200 Front Street WestSuite 2800Toronto, ON M5V 3L1
416 205 1000 tel416 456 7890 cel416 205 1340 [email protected]
www.newco.com
ELIZABETH SANDERSONDirector, New Program
200 Front Street WestSuite 2800Toronto, OntarioM5V 3L1Tel 416 205 1000Cel 416 456 7890Fax 416 205 [email protected]
G E D TA K I M ATAY
Ontario Hospital Association
E s t a b l i s h i n g a h e a l t h y b r a n d f r a m e w o r k
Capabilities applied
Brand audit
Brand strategy
Brand architecture
Brand implementation
Brand identity standards
Launch date
2009
Sectors
Health care
Non-profit
A project by Method Branding/ q30 design inc.
Situation
The Ontario Hospital Association (OHA), representing
approximately 154 public hospitals, uses advocacy, education
and partnerships to build a strong, innovative and sustainable
health care system for all Ontarians. The OHA had launched a new
identity in 2004, but had not created brand standards to manage
the large volume of print material they create, and their web
presence and communication with stakeholders was not being
managed efficiently or effectively. They were sending numerous
electronic communications to their target audience from multiple
departments within their organization. This resulted in a barrage
of e-blasts as well as duplicate correspondence that was
frustrating to their audience. Their audience had also grown
beyond hospitals to a much broader health care base beyond its
provincial boundaries.
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Actions
Interviews were conducted with senior level executives to
understand the OHA’s organizational requirements and to help
develop a marketing strategy that would allow for a unified brand
presentation in both print and online communications. Without
changing the logo, we created a brand architecture system for the
visual presentation of the OHA brand that was unified, but flexible
enough to handle the many requirements of their day-to-day
communications. A 60+ page Visual Identity Guidelines document
was produced to articulate the OHA brand positioning and brand
tools needed for internal and external partners to create properly
branded materials.
366 Adelaide Street West
Suite 207
Toronto, Ontario
Canada M5V 1R9
© Method Branding, 2014
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PAT I E N T S A F E T Y
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N O R E B U P
G E D TA K I M ATAY
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416.597.1114 tel
416.596.0807 fax
Results
A large volume of brochures and other communications is still
being produced by the organization, supported by weekly e-blast
promotions. New stationery was completed and separate
branding was created for some of their unique initiatives, all
within the framework of the brand architecture system
established. Branding decisions are no longer treated on an ad
hoc basis but are guided by the brand tools that were supplied to
the OHA, allowing the organization to achieve significant cost
savings and vastly improve stakeholder engagement.