HEALTH CARE
Royal Ottawa Health Care Group
CHALLENGE AND OPPORTUNITY
Royal Ottawa Health Care Group approached us to develop a new identity and brand communications campaign to coincide with the opening of their new facility in 2007. The timelines were tight, and the challenges were significant - to bring together the various parts of the institution, to work in an environment where buy-in across the range of stakeholders was critical to the success of the end results and to develop a communications and marketing campaign to raise money for the hospital. And all this had to be completed in less than nine months.
RESULTS
Working with a committee of senior management, the board and groups of patients and staff, we developed a brand identity and brand architecture that express the focus of the organization to transform the lives of its target audiences through patient care, research and the teaching of health care professionals. We built - and achieved buy-in for - a brand architecture that encompasses the main hospital facility, satellite facilities, the foundation, the research institute (which had a different name) and the volunteer committee. Working closely with our partners, we also developed a communications and awareness campaign that generated donations from over 80 per cent new donors.
OUR ROLE
Brand strategy, brand identity design direction, tagline development
PARTNERS
Ove Design & Communications, Clean Sheet Communications
Creating a brand and communications program to support a new approach to mental health treatment, research and funding.
"Mr. Jacobson was firm but diplomatic in his guidance; creative but sensitive to the concerns of all of our stakeholders; and resolute in the ultimate direction we should take. He was available at all times to provide his expertise and counsel, and in the end, he led us to a solution that was unanimously subscribed to by the Board of the Royal Ottawa Health Care Group, its patients and volunteers, clinical scientists, physicians, staff, donors, and community partners. The new brand was recognized by the Health Care Public Relations Association as the lead success story in re-branding in 2007... We could not have accomplished this without the engagement and direction of Lee Jacobson."
Kathryn Hendrick, former Vice-president of Communications and Public Affairs, Royal Ottawa Health Care Group