Public Health: A Guide for Innovation + Brand

347.687.3624 | [email protected] | neutralgrey.org | © Stephanie Coleman | CONFIDENTIAL | CASE STUDY: Houston Health Department 161209.v03

A CASE STUDY A resource for changing the narrative and overcoming the negative economic impact driven by inadequate health resources for historically marginalized communities.

A BLUEPRINT FOR CHANGE

MEANINGFUL ENGAGEMENT PUBLIC HEALTH: A GUIDE FOR BRAND TRANSFORMATION AND INNOVATION


WHAT IS THE LEGACY OF PUBLIC HEALTH?HOW CAN A MORE INTENTIONAL BRAND ENGAGE CITIZENS AND ENRICH THE USER EXPERIENCE?

— CAN INNOVATION AND A NEW LOGO IMPROVE INSTITUTIONAL CULTURE AND ADD VALUE?


CHANGE IS A PROCESS AND SUSTAINABLE SUCCESS IS A DELIBERATE STRATEGY. You can’t skip the steps. The process of identity development and brand innovation demands a combination of tech-savvy research, strategy, design excellence, self-reflection and project management skills. It requires an extraordinary amount of patience, an ability to synthesize vast amounts of information and an unwavering obsession with geting it right.

Define Ideate Prototype Build Analyze

DESIGN STRATEGY MESSAGE ENGAGEMENT DESIGN EXPERIENCE DESIGN

DESIGN ITERATION

PRODUCT RESET (PIVOT)



CASE STUDY

NARRATIVE TRANSFORMATION AND

BRANDING INNOVATION

5 EASY STEPS

COMMITTED TO BUILDING A TRANSPARENT AND IMPACTFUL PUBLIC HEALTH DEPARTMENT


ASSESS THE PROBLEM

More than 50% of Houston’s youth aged 10-24 years are

Hispanic and a quarter are Black. Today's youth rely primarily on

mobile devices and social media for insights and information.

Hispanic males were almost 3x more likely to be

UNINSURED than white males.

FINDINGS

FINDINGS

1


No brand updates for

OVER 20 YEARSFacilities were perceived as

archaic and more than 87% of outreach resources were driven

by external partners.

FINDINGS H

O

USTON HEALTH

D E P A R T M E NT

A SIGN OF EXCELLENCE HO

USTON HEALTH

D E P A R T M E NT

WHAT IS THE VISION AND FUTURE OF PUBLIC HEALTH?

”NO PROBLEM CAN NOT BE SOLVED FROM THE SAME LEVEL OF CONSCIOUSNESS THAT CREATED IT.”

— ALBERT EINSTEIN


CLARIFY THE STRATEGY

2


Use of seal is restricted to formal applications such as official documents, certificates, letters, memos and ceremonial materials,

OFFICIAL SEAL RESERVED FOR DIRECTOR OF HOUSTON HEALTH DEPARTMENT ONLY.


DESIGN THE IDENTITY

3



CREATE GENUINE TOUCHPOINTS

4



MANAGE THE ASSETS

5



OBSTACLES & OPPORTUNITIES

WHAT IS REQUIRED TO ENGAGE MILLENNIALS AND

OVERCOME BARRIERS?HOW CAN YOU UTILIZE ’TECH-INNOVATIONS’ AS A WAY TO ACHIEVE MAXIMUM

OUTREACH AND BRAND VALUE!


SUCCESS REQUIRES THESE CORE ELEMENTS

CURB-SIDE ENGAGEMENT (PHYSICAL LOCATION AND/OR LIVE EVENTS /TOUCHPOINTS)

MULTI-LINGUAL & PROGRAM FOCUSED LEXICON

FLEXIBLE ORGANIC & VISUALLY COMPELLING

INNOVATIVE & AWARD-WINNING

USER-DRIVEN TECH-SAVVY & PROGRESSIVE

A B C D E


HELLO MICHAEL...


MEET MICHAEL...

HE IS A GOOD KID WHO HOPES FOR A BETTER LIFE,

EDUCATION & FUTURE...BUT, HE IS UNABLE TO MOVE FORWARD AND ACHIEVE HIS GOAL...


MICHAEL HAS...

THE SAME PROBLEM WE ALL HAVE

HE IS IN NEED OF GUIDANCE TO HELP ACCESS, UNDERSTAND, AND SUCCESFULLY UTILIZE AVAILABLE SERVICES,

NAVIGATE EDUCATIONAL OPTIONS AND UNDERSTAND THE REQUIRED INFORMATION.


MICHAEL NEEDS...

ACCESS AND DIRECTIONTO OVERCOME THE BARRIERS AND OBSTACLES. HE NEEDS HELP IN ORDER TO SUCCESSFULLY NAVIGATE

AUSTIN’S VAST PARTNERSHIPS, OPPORTUNITIES, INITIATIVES AND RESOURCES...


TIMELY AND SCALEABLE IMPACT



FACILITATE CRITICAL CONVERSATIONS


LIFE - C YCLE RESOURCES Ritia sequa? Ignist, serovid ulparum fuga.

Itaeritatem cus aritatum renis autet

C AREER PATHWAYS Ritia sequam sitatur? Ignist, serovid ulparum

fuga aritatum renis autet

AC ADEMIC PARTNERSHIP Ritia sequam sitatur? Ignist, serovid ulparum

fuga aritatum renis autet

HANDS- ON & TANGIBLETACTILERitia sequam sitatur? Ignist, serovid

ulparum fuga. Itaeritatem cus aritatum

KNOWLEDGE E XCHANGEPulparum fuga. Itaeritatem cus aritatum renis aute Equam hilibuscia sum alitatur?

E XPERIENTIALRitia sequam sitatur? Ignist, serovid renis

aute Equam hilibuscia sum alitatur?

ON DEMAND

Ritia sequam sitatur? Ignist, serovid renis


NON -TR ADITIONAL MEDIARitia sequam sitatur? Ignist, serovid renis


DIGITAL MEDIARitia sequam sitatur? Ignist, serovid renis


ENGAGE + EDUCATE + EMPOWER —

We are here to build viable academic and career pathways together. By utilizing sophisticated commercial marketing techniques combined with native and cultural insight and the experiential marketing principles of product, price, place,

and promotion, we can formulate the cultural strategies and multi-touchpoint tactics that ensure success.

01. ENGAGE 02. EDUC ATE 03. EMPOWER


PROMOTE WORKFORCE DEVELOPMENT

EXPERIENTIAL

Students require consistent, rigorous, relevant and relationship-based STEM curriculum. (lectures, field-trips, hands-on exposure)

KNOWLEDGE EXCHANGE

Support engagement that meets student where they are via website, mobile app and online resources that are tailored and available 24 hours.

HANDS- ON & TANGIBLE

Provide consistent face-to-face ‘check-in’ opportunities as well as engagement of stakeholders to provide student resources regarding education, health and career.

ELEVATE YOUTH VOICES

Education is most relevent if it forsters social and economic prosperity. In partnership with industy leaders and future employers, institutions are able to create career-focused curriculum.

C AREER RESOURCE

Student achievement extends beyond the classroom. Knowing how to navigate the course selection and gaining the proper insight for employment is essential.

LIFE - C YCLE RESOURCES

Sustainablility and practical knowledge are the ultimate goal. Helping students through adulthood and the life-course is key; career work/life balance, tips and encouragement.

GO VIR AL!

Austinians, Millennials and tourist use new platforms constantly. Meet them where they are and connect with daily online content in a memorable and shareable way.

NON -TR ADITIONAL OUTLETS

Monthly gatherings and targeted touchpoints unite community and build a support network around the student, their family and their peers.

SPENDING POWER

Meet, expand and recruit Ambassadors in order to expand the network. Utilize mobile app, push notifications and updates to remain relevant.


CULTURAL BRAND DEVELOPMENT

WHO WE ARECREATING TRANSFERABLE INNOVATIONTHROUGH BRAND


STEPHANIE COLEMANFounder of NO PLAN B, Stephanie Coleman creates the movement before the trend. NO PLAN B is a young and passionate social innovation, marketing and brand transformation team that leverages on-demand media to create strategic initiatives that disrupts, maximizes and transforms user engagement and response in the digital age.

Design

Developing clear and effective communication solutions is critical. Messages that sustain meaningful ‘touch’ are based on a design-driven approach that aims to develop a clear understanding of both user perspective(s) and specific outreach objectives in order to ensure that valuable ideas and measurable solutions are brought to the table.

Development

Design, user-realtionship and strategic messaging helps businesses clarify and realize their vision, enhance their products and services, and serve their clients better. It is essential to develop tech-savvy, discerning, results-driven and research-based solutions that are both engaging and tailored to the unique interest of the demographic and specific outreach campaign.

Transformation

More than a single message, logo or catchphrase, the brand is the platform on which the motivation behind the organizations work may be articulated and the significance of its work may be appreciated.

ENGAGEMENT BRAND INNOVATION


”Branding is the easy part, the essential measure of disruptive design is to create solutions which communicate a narrative that transcends space and time.”— Stephanie Coleman, NO PLAN B Founder / VP Social Disruption & Brand Innovation


THANKYOU!

QUESTIONS?

Stephanie Coleman

SOCIAL DISRUPTOR | BRAND STRATEGIST | BEHAVIOR ARCHITECT | NEW MEDIA DEVELOPMENT | CONSULTANT347-687-3624 [email protected]

Date post:	19-Jan-2017
Category:	Healthcare
Upload:	stephanie-coleman
View:	207 times
Download:	0 times

Public Health: A Guide for Innovation + Brand

Healthcare