Promotional Items. Branding Guidelines Revision & Extension

Transcription

1 Promotional Items Branding Guidelines Revision & Extension

2 Goals To expand upon the existing promotional item section of the Branding Guidelines to: Effectively utilize promotional items as one tactic in an integrated marketing campaign. Strengthen UC Health brand and compliment current one system branding by streamlining approved imprints to prevent brand dilution. Cut production costs by ordering in bulk and eliminating unnecessary set-up fees for new promo items from different manufactures for the same item.

3 Licensed Vendors Touchstone Merchandising Order Online: Contact: Justin Warren, (513)

4 Licensed Vendors Licensed Vendor Approval Process To be a licensed UC Health vendor, the vendor must first be a licensed UC vendor Detailed information on how to become a licensed UC vendor is available here: UC Health decides on who to add to their approved vendor list by consulting with UC Trademarks & Licensing Office for recommendations and then the ultimate decision would be up to UC Health Office of Supply Chain Management.

5 Colors Preferred Optional Apparel Only Optional Breast Cancer Only One pink item may be distributed for Breast Cancer Awareness when determined necessary by the UC Cancer Institute Marketing Manager. No other colors or tie-dye are approved.

6 Logo Required Approved UC Health logo Preferred Not Preferred Use to meet required logo size in small imprint areas.

7 Logo Size The UC Health logo must equal at least 1 in length for legibility. Larger than 1 is preferred. Use the stacked logo if necessary.

8 Logo Spacing Additional Text (if approved) May not exceed 2 lines of print (excludes T-shirts) The UC Health logo must be larger than all other text Needs to equal the distance of the bottom height of the H to not infringe on the logo safe space.

9 Logo Institutes & Locations ALL Institute & location graphic interfaces Not approved for use on promotional items.

10 Additional Text Additional text is not preferred. As a patient-centric organization, requests for text in addition to the UC Health logo will be evaluated based on what messaging will best resonate with our consumers. To request approval of additional text: Submit a Marketing & Communications Project Request Form. UC Health Intranet: Marketing-Homepage.aspx No Access to UC Health Intranet:

11 Additional Text Restrictions Additional text is not approved for: Folders* Bags* Tablecloths* *The Compliance Department may be asked to review any exceptions due to potential patient privacy concerns. Items with imprint sizes 1 x1 or smaller Includes: Pens, Lip Balm, Hand Sanitizer, Etc.

12 Additional Text Non-Apparel Non-Apparel Items Items that are not general (pen, mouse pad, chip clip, etc.) but rather unique and representative to the service line will be considered for approval of additional text. In addition to the UC Health logo, up to 2 lines of additional print may be added that lists either a call to action or contact information (phone #/website).

13 Additional Text Non-Apparel Examples: Call to Action Pharmacy = Pill Box Call ### to Refill Your Prescription Examples: Contact Information Orthopaedics & Sports Medicine = Reusable Hot/Cold Pack UC Health Logo; uchealth.com/orthopaedics

14 Apparel T-shirts Front of T-shirt: UC Health vertically down left side Back of T-shirt: Preferred: uchealth.com Secondary: Institute or Facility Name Special Circumstances: Center/Department name

15 Apparel Associate Attire Associate attire includes polos & jackets. Front Left: UC Health logo only Front Right: Option 1: Institute/Specialty Descriptor* (Ex: Surgery) Option 2: Facility Name (Ex: Daniel Drake Center) Text Color: White text on dark material Black text on light material *See approved specialty descriptors on next page.

16 Apparel Lab Coats Front Left: UC Health logo only Front Right: Provider with specialty descriptor listed below. See approved specialty descriptors on next page. Resident providers should not include a specialty descriptor. Images/mascots aren t approved. Note: Affiliations/certifications (i.e. FACS, CPAN) or non-medical degrees (i.e. MBA, PhD) are not appropriate on a lab coat. Consider which degree is the most important and provides immediate clarity from a patient s perspective. Degrees listed on lab coats should be limited to state medical board certifications.

17 Apparel Specialty Descriptors UC Health Specialty Descriptors Anesthesiology Gynecology Plastic Surgery Burn Surgery Hematology Oncology Podiatry Cardiology Hospitalist Primary Care Cardiovascular Health & Diseases Infectious Diseases Pulmonary & Critical Care Cardiac Surgery Infertility Pulmonary, Critical Care & Sleep Medicine Colon & Rectal Surgery Immunology & Rheumatology Psychiatry Critical Care Nephrology Radiation Oncology Dermatology Neurology Radiology Diabetes & Endocrinology Neurosurgery Surgery Digestive Diseases Obstetrics & Gynecology Surgical Oncology Emergency Medicine Ophthalmology Thoracic Surgery Environmental Health Oral & Maxillofacial Surgery Transplant Surgery Family Medicine Orthopaedics & Sports Medicine Trauma & Surgical Critical Care Facial Plastic & Reconstructive Surgery Otolaryngology Head & Neck Surgery Urogynecology General Internal Medicine Pain Medicine Urology General Internal Medicine & Pediatrics Pathology Vascular Geriatrics Physical Medicine & Rehabilitation

18 Budget Priority Services Lines Priority Service Lines = UCCI, UCNI, UCHLVI & Women s Health Promo items costs are charged to Marketing & Communications when the item is used as a part of the priority service line s integrated marketing strategy Any additional promo item purchases will be paid for by the requesting service line s own budget.

19 Budget Non-Priority Services All promotional items are paid for by the requesting service line. These include, but are not limited to bags, apparel, drink ware, pens, etc. Exception: Quantities under 50 Marketing provides a limited number (under 50) of UC Health branded low-cost promotional items free of charge under special circumstances based on the interest of providing quality customer service to our clients. Examples: one-time requests/not regularly occurring, unexpected giveaway needs, etc.

20 Budget T-shirts & Polo s T-shirts & Polo s Marketing provides T-shirts, with the UC Health logo only, free of charge to associates who wish to represent UC Health while actively participating in community healthrelated walks, fundraisers, fairs, etc. Requests for polo s instead of T-shirts need approval from marketing department leadership. These items provided by marketing are not to be used as giveaways at events.

21 Relevant Policies Free or Discounted Items or Services to Medicare or Medicaid Beneficiaries, Providers and/or Suppliers Giveaway can not be cash or a cash equivalent Retail value of individual giveaways must not exceed $10 or $50 annually (calendar year) Giveaway can not be for patients of specific physicians Gifts to and from UC Health and UC Health Representatives Non-Monetary Compensation and Medical Staff Incidental Benefits