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Assignment: Revitalizing a Brand
Assignment: Revitalizing a Brand
Read the case study titled Revitalizing a Brand [PDF]. Use the Internet or Strayer Library to research the branding and communication strategies of one health services organization that is similar to the health services organizations mentioned in the case study.
Develop a PowerPoint Presentation with a minimum of 14 slides. The 14-slide minimum includes the title slides and sources slides. Please note that PowerPoint slides must include detailed speaker notes.
For more information on creating effective PowerPoint slides, please review this video: Five Essentials for Designing Effective Slides.
For more information on using speaker notes, please review this video: Use Speaker Notes in PowerPoint.
The PowerPoint slides should include the following information:
A description of current marketing communication, identity, and brand position of Plaza Home Health Services.
A detailed SWOT analysis associated with current marketing communication, identity, and brand position of Plaza Home Health Services.
An assessment of the importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position).
A comparison of branding and communication strategies of a similar health services organization with that of Plaza Home Health Services. Determine whether Plaza Home Health Services should apply additional best practices into its current branding and communication strategies. Provide a rationale and support for your response.
Use five sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source slide at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides.
Your submitted presentation should follow these formatting requirements:
Include a cover slide containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover slide is included in the required number of slides.
Sources slide(s) at the end of the presentation with five quality sources cited using the Strayer Writing Standards format.
Speaker notes should be detailed and submitted with slides.
Use clear bullet points with summary when needed. Presentation slides should be clear and concise about health services strategic marketing using proper writing mechanics.
Use pictures, diagrams, and graphs where applicable to make your slides more appealing. Visit Pexels for free stock photos and videos you may use in your presentation
The compromises in identity were numerous, but they each centered around one thing—Plaza Home Health Services’ poorly conceived logo. This, in turn, resulted in aesthetically displeasing and uninspiring busi- ness cards, promotional brochures, and building signage, as each incor- porated the establishment’s logo. Indeed, one could question whether the agency even has a logo, as the only visualization is simply the text “Plaza Home Health Services” in the bold, italic version of the Times New Roman font. This simple brand display is used, in black, on both Plaza Home Health Services’ office building and on its roadside signage. It also is used in all of the company’s sales literature, with each piece be- ing laser-printed with black toner. Even the company’s business cards are laser-printed, using perforated sheets of paper which are then separated to form individual cards.
All in all, the appearance of every branding element associated with Plaza Home Health Services is very amateurish; a necessity at one time, but no longer needed thanks to business success and resulting cash flow. The time has finally come for Nancy and Jennifer to craft a plan to up- grade the elements of identity associated with their company.
Meeting to discuss improvements, Nancy and Jennifer made the deci- sion to first review a variety of branding considerations in the context of the company’s current image and associated brand attributes. From this discussion, the two entrepreneurs indicated high satisfaction with the brand name of their operation and they agreed that no changes were necessary, especially as this would create confusion among their custom- ers who already had grown very familiar with the Plaza Home Health Services brand name. They next turned their attention to the components of the logo, including its text, symbols, and color or colors to be used.
As for the components of Plaza Home Health Services’ logo, Nancy and Jennifer indicated a desire to incorporate both text and symbol components to identify the company, as they believed that this served to better attract attention and facilitate recognition. Given that their current text design used one of the most common fonts, the two preferred something that was a bit more exotic. In order to identify preferences, Nancy and Jennifer looked through several font books and came to real- ize a preference for sans serif as opposed to serif fonts. Making a short list of possibilities, Nancy and Jennifer decided to delay their ultimate selection, as they wanted to experiment with variations using a graphics software package. Assignment: Revitalizing a Brand
As for the symbol, Nancy and Jennifer found this to be especially chal- lenging, as the three competitors in the marketplace were already using perhaps the most common medical symbols—the hospital cross, the medical caduceus, and the pulse trace—leaving the two entrepreneurs at a major loss for something relevant but also unique. After some debate, though, Nancy and Jennifer decided that they easily could look to vari- ants of these symbols. This would permit them to incorporate classic sym- bolism into their logo, but do so in a manner that would enhance brand identity, as the ultimate design would possess a unique creative treatment. Having made good progress in this area, Nancy and Jennifer decided to table their discussion on symbols pending a review of clip art catalogs to examine symbol variants, although they also indicated that they would be interested in adding nurse images to the list of symbol possibilities for consideration.
As for the color or colors used by Plaza Home Health Services, Nancy and Jennifer definitely were interested in leaving black behind, as they have exclusively been using this by default, courtesy of their monochrome laser printer. Of the three other home health operations in Georgetown, Nancy and Jennifer were very aware that the colors of red, blue, and green were already being used. To eliminate the possibility of confusion in the marketplace, Nancy and Jennifer agreed that they should avoid these colors or close variants, as they plan to use color to help differentiate their home health operation from others. On their color short list, they decided to include purple, gold, and orange, with both entrepreneurs agreeing to give the ultimate selection some thought in coming days to ensure that the selection proved fitting for the establishment. They also agreed that Plaza Home Health Services should use a single color for their logo, as multiple colors, at least in some cases, can increase the costs of printing.
Nancy and Jennifer were pleased with their first steps toward improving the brand identity of Plaza Home Health Services. In coming days, they planned to further investigate their various text, image, and color options and then work to sketch a design combining the items to form a rudimen- tary logo. They then planned to submit this rough illustration to an area graphic designer, who they would look to for the purpose of professional- izing the image, perfecting the artwork for inclusion across the range of Plaza Home Health Services’ various marketing communications. Assignment: Revitalizing a Brand