S2AY Network Administrative Manual

Origination Date: June 24, 2015

Reviewed January 26, 2016

Revised March 21, 2017

BRANDING

POLICY:

The Local Health Department will establish a standard business practice that raises the visibility, perceived value and reputation of the health department.

PURPOSE:

To set a standard for:

· Communicating the Agency’s brand in a targeted manner

· Integrating brand messaging into Agency communication strategies

· Assure consistent representation of the Agency through defined guidelines

REFERENCE(S):

Promoting the Public Health Local Identity: A Guide for Local Health Departments http://www.naccho.org/advocacy/marketing/nationalidentity/upload/PH_Identity_Guide.pdf

Branding Your Local Health Department: The Process

http://www.naccho.org/communications/hd-communications/upload/BrandProcessGuide.pdf

Simply Put: A guide for creating easy-to-understand materials http://www.cdc.gov/healthliteracy/pdf/Simply_Put.pdf

PHAB Standards and Measures, Version 1.5, Measure 3.2.2 A http://www.phaboard.org/wp-content/uploads/SM-Version-1.5-Board-adopted-FINAL-01-24-2014.docx.pdf

GENERAL INFORMATION:

Branding communicates what the Agency stands for and what it provides that is unique and differentiated from other agencies and organizations. (PHAB Standards and Measures, Version 1.5)

Branding is an effective practice of communicating the Agency’s mission, vision and values.

The Agency’s brand should be the basis for the Agency’s culture.

Branding is important in marketing Public Health. Public Health is not in the business of selling products but rather increasing awareness of existing services, promoting a change in lifestyle, impacting social and economic conditions and changing social policy.

For S2AY Rural Health Network regional initiatives conducted on behalf of the Agency will use the S2AY Network logo and the National Public Health logo.

PROCEDURE:

1. The National Public Health logo will be used on all Agency communications. Its use will be in accordance with the NACCHO Guidelines for Use.

2. Branding templates will be used for all Agency communications (see attached sample and county specific templates).

3. The National Public Health Logo will be used in newly created signage, both inside and outside of the Agency.

4. Intentional authentic identity will be created through our:

· Vision – know where we are going (strategic plan)

· Voice – our unified messages, shared stories and credible health information and data

· Tone – authority and approach with which we speak

· Style – create a great experience for clients

5. When creating public health messages and materials, the “voice” should reflect the Agency’s values and personality.

6. Communication of the brand will be in a targeted manner, to maximize the effectiveness with the targeted stakeholders.

7. The brand guidelines, along with the Non-Emergent Communication Plan, will be used in the development of all promotion of the Agency and its services, including, but not limited to, newspapers, billboards, radio, television, direct mail, social media, event sponsorship, and online advertising.

8. Staff will be educated on the key elements of the Agency branding policy and strategy prior to launching the brand and annually through the Annual In-service Training process. Initial training will include:

· Establishing a clear understanding of the Agency’s mission/vision/values.

· Importance of adhering to the brand.

· Importance of a unified message to the public and community partners.

· Expectation that branding will be integrated in all internal and external communication materials, agency-wide strategic plan, staff development activities, etc.

· Where to access the branding guidelines

9. Forms, brochures, print media, letterhead, envelopes, flyers and email signatures will be reviewed by the Public Information Officer (PIO)/designee to assure consistency and appropriateness of use.

BRANDING GUIDELINES:

LOGO INTRODUCTION

The National Identity for Public Health will be used in all Agency communications. Below is the history of the National Identity:

THE COLORS

Blue, white and khaki were chosen because of their longstanding connection with public health and health in general. In 1749, the first blue and yellow flag was flown to request help from the maritime health service and blue uniforms have always been worn by public health nurses and the US Public Health Service. These colors are associated with integrity, authority and stability. They symbolize the legacy and steadfast qualities of public health.

THE SYMBOL

The three pointed shield and stylized plus symbol illustrate what the tag line conveys; prevention, promotion and protection. These icons have universal recognition associated with health, with protection and with growth. The three point symmetry reinforces the three core functions of public health.

THE TAG LINE

The tag line is a simple, elegant statement about what public health does, and what public health achieves. Prevent. Promote. Protect. is a phrase that embraces everything that public health accomplishes and communicates it in a simple way that differentiates public health as both a sentinel and responder.

REQUIREMENTS FOR USING THE NATIONAL PUBLIC HEALTH LOGO

COLORS: The logo colors are Pantone Matching System (PMS) 289, PMS 465 and White. No other colors are to be used. The logo may be reproduced in a four color process separation of PMS 289 = 100% cyan, 64% magenta and 60% black; PMS 465 = 20% cyan, 32% magenta and 58% yellow.

The logo may also be reproduced in a grayscale process using 100% Black for the outer lining, including the typeface and 38% Black for the shield interior.

TYPOGRAPHY: The typeface is an essential element of the logo. Bookman Old Style has been selected as the logo typeface. The size and position of the logo graphics have been designed to attain balance with the size and position of the words. These proportions and the spatial relationships between characters should not be changed. The logo can appear on all official organization materials such as letterhead and

business cards as well as on public communications such as brochures, posters, banners and promotional products.

The logo can be used as a stand-alone image on materials or in conjunction with existing county health department logos. The logo should always be surrounded by an adequate amount of clear space.

Do not use second-generation artwork such as a photocopy or cut and paste a logo from previously printed materials. See attached for various approved logos and templates for public health materials.

LOGO USE FOR THE NATIONAL PUBLIC HEALTH LOGO AND THE COUNTY-SPECIFIC LOGO

· The Agency’s logo, tagline, addresses, websites, phone numbers and other essential branding elements will be housed with the Agency PIO and will be made available to Agency staff upon request.

· Approved branding elements should not be altered.

· Unacceptable uses of the logo include condensing, distorting, modifying and redrawing in any way. Colors, font and other elements may not be changed.

· Logos are available in black and white, color or grayscale.

SAMPLE

Brand Identity for _____ County Public Health

Who we are / Vision:
Mission:
Brand position statement / How you want to be perceived, how you want people to feel, think and talk about you
Tag Lines / Main tag line: Ex: Choose Health Ontario
Program specific: Ex. Choose Health by being prepared Choose Health and immunize
Logo / Insert Color image / Add color specs
Add “rules” (do not go overboard here, we are not Nike! Something simple for people to follow is enough, your branding person will be able to view things before they go out to make sure logo looks appropriate)
Insert Gray Scale Image / Add “rules” here such as image may not be used behind other images or should only be used when color is not an option.
Font / Insert preferred font for all agency work, consider identifying alternative fonts that are less desirable, but acceptable or identify a preferred print font and a preferred font for website if needed.
Voice / Consider addressing character, tone, language and purpose. See this for help https://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/