Readying For The Future
BUSINESS CHALLENGE: Align the organization's brand with strategic plan and industry direction.
INSIGHT: There's a strong visceral attachment to the Reading name and its symbols, as revealed through both internal surveys and external quantitative research.
SOLUTION: Organization-wide relaunch from The Reading Hospital to Reading Health System. Deliverables from brand strategy (platform, hierarchy, top-to-bottom naming and nomenclature), through to brand design (logo, system communications, website), internal launch and implementation. Concurrent with relaunch, external multi-channel "brand champions" campaign across television, print, outdoor, web and mobile. Over course of next 9-12 months, work side-by-side with leadership to unite organization to deliver on new brand promises.
RESULTS: For first time in many years, aligned Boards, senior administration and medical leadership teams. Results to be determined externally, but benchmarks include awareness and attitudes (to be measured in follow-up quantitative survey), inbound inquiries (website and call center) and service line volume.
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