Three years after our rebranding of Orlando Regional HealthCare System to Orlando Health, the organization is now the official medical team of Orlando’s new MLS soccer team – Orlando City Soccer Club. And Orlando Health’s logo (our logo) has made it’s way to the front of the team’s jerseys.
But there’s more importance to this for Orlando Health beyond the logo. This strategic initiative is a great example of creating a more permanent connection to prospective customers based on sharing of common interests. It’s as though Orlando Health and the 62,000 fans who attended the game (in addition to the two million plus residents of Central Florida) are now partners in a common venture. In this case, supporting their new soccer team.
According to John Marzano, VP, Chief Marketing & Communications Officer, “the partnership with Orlando City Soccer Club is grounded in a comprehensive medical relationship. Since the care and treatment of their athletes is priority one for the soccer club, trusting this level of care to the Orlando Health Sports Medicine team is a ringing endorsement of our brand promise. Extending that brand in a very visible way in conjunction with the team, the organization and the Central Florida community communicates clearly that you don’t have to be a pro athlete to get treated like one.”
This “branded program” has the ability to move the relationship between Orlando Health and its Central Florida communities to another level. They’re now “teammates”, aligned around a common purpose. One that people aren’t just interested in, but incredibly passionate about. It’s a program that gives people a reason to not only join the Orlando City Soccer Club brand, but the Orlando Health brand.
Here’s to a great season!