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The Challenge
St John of God healthcare is a leading not-for-profit Catholic
Health Care group with facilities in Victoria, New South Wales and
Western Australia. We were appointed to advise on developing
a nationwide brand and identity system to support the devolution of
hospital management from the Sisters of St John of God to lay
management.
The Approach
- A comprehensive brand audit including one-on-one interviews
with the central board and managing executive, a selection of
management from each facility and staff focus groups.
- One-on-one interviews with external stakeholders including
doctors, associates, & clients
- A brand strategy which recommended the ‘blueprint’ for
developing the St John of God ‘brand’ of healthcare in the
future
- Recommendations to evolve the logo and visual identity and
develop a cohesive national brand identity and marketing
system.
- Developing a national marketing strategic plan.
- Facilitating internal marketing and branding workshops
- Retained to help internal resources implement the brand and
marketing plan
The Outcome/Benefits
- Launch of a new national brand and visual identity system.
- Engendered unity, and a shared understanding of the future
brand and its positioning among internal stakeholders.
- Introduction of comprehensive new marketing and communications
material.
- Raised profile of marketing internally, and enabled centralised
management of the brand.
- Demonstrable cost savings through focused design management and
also centralising production of all marketing and communications
activity.
“Many external consultants can ‘talk the talk’ but few truly
take the time and have the skills to genuinely develop a feeling
for a client’s history. Mission vision and values – it is
quite unique.” – Melva Allitt, Manager Marketing and
Planning. |
