FDNH Brand Style Guide 2015

2 From the Chief Executive Officer
3 Introduction
Why We Have Identity Standards
4 How to Use the Manual
Publication Planning and Compliance
Planning a Printed Piece
To Print or Not to Print?
Compliance Monitoring
Minimal Design Standards for Publications
5 Graphic and Visual Elements
Overview
What is a Trademark?
Foundation HealthCare Name, Wordmark
Our logo, Our Icon, Our Color
Downloadable Logo Files
9 Background Control and Incorrect Use
10 Typefaces and Fonts
11 Stationery
Official Letterhead and Envelopes
Business Cards
How to Order Business Cards/Letterhead/Stationery Items
12 News Releases
14 Email Guidelines
16 Electronic Media
Web Guidelines
Guidelines Applicable for All Web Pages
Policies Applicable to Official Foundation HealthCare Web Pages
19 PowerPoint Presentations
20 Social Media
22 Contacts for Assistance
23 Foundation Surgical Hospital of San Antonio Local Style Guide
Business Cards
27 Foundation Surgical Hospital of El Paso Local Style Guide
Business Cards
31 Notes
Table of Contents
Foundation HealthCare Brand Style Guide 1

May 2014
To the Foundation HealthCare community:
The Foundation HealthCare Style Guide has paved the
way for this company to promote its many outstanding
facilities and assets with a unified, visual “voice.” It
contains, for example, guidelines for logo usage, color,
typography and graphics. Utilization of these guidelines is
critical to our success as we leverage the power of
Foundation HealthCare’s name.
On the following pages, you will find updated standards
that will continue to support Foundation HealthCare’s
reputation long into the future. Use these guidelines in your
communications efforts for the benefit of your area and
Foundation HealthCare. By ensuring that all dollars spent
on materials that promote our company result in a
coordinated visual look, we are a better steward of those
dollars and of the visual representation of our image.
Our new strategic plan will help crystallize our aspirations and mission to determine our priorities.
Identification standards such as those established in this guide will serve to complement our efforts,
offering a strong foundation from which to advance the company.
Thanks for all of your efforts to promote Foundation HealthCare.
Sincerely,
Stanton Nelson
Chief Executive Officer
From the Chief Executive Officer
Foundation HealthCare Brand Style Guide2

Why We Have Identity Standards
Foundation HealthCare is known and recognized
throughout the United States. Therefore, it is
critical that the visual elements that represent the
institution and its image do so consistently and
with integrity.
Institutions nationally have begun recognizing the
importance of image consistency, implementing
cohesive standards to protect their images, en-
hance the value of their names, and build a
foundation for successful branding. Successful
branding occurs when an entity presents itself
consistently over time, creating an emotional
connection with desired audiences.
A proliferation of independent, decentralized
identities and symbols creates confusion in the
minds of audiences whose support we seek: phy-
sicians, patients, partners, and supporters. While
logos and symbols are not the sole elements of
an institutional “brand,” they are its visual rep-
resentation and extension. When that visual
representation is disconnected or inconsistent,
it follows that the perception of the institution can
also become disconnected or inconsistent.
Conversely, research shows that a visual identity
used consistently over time paves the way to an
enhanced image, instant recognition, and higher
recall among prospective students. It also pro-
vides more inclusion among the “choice set”
of institutions from which patients choose their
healthcare provider.
Getting inside that choice set is not just important
— a company’s long-term success depends on
it. There are thousands of hospitals in the United
States; differentiating, therefore, is challenging
not only because of the sheer number of com-
panies competing for patients, but because of
shrinking budgets that make it difficult to reach
mass audiences. Hence, every message, and
every dollar, that reinforces an institutional identi-
ty counts.
Finally, consistency in visual identity protects the
institution’s patents, licenses, and trademarks,
and increases the value of its identity over the
long term.
By following these standards, we build not only
consistency, but protect our most valuable asset
— the Foundation HealthCare name.
Introduction

Each area of Foundation HealthCare, has differ-
ent needs and applications for print, Web, and
other types of media. This manual includes sec-
tions addressing the use of visual elements and
styles across various types of mediums. It also
contains examples of commonly used materials,
appropriate colors, logos and marks, and fonts,
plus examples of inappropriate visual elements
and information about accessing the logos and
marks.
While comprehensiveness was a goal in develop-
ing this manual, questions will arise. Please call
the Marketing and Advertising Department. Con-
tact information is in the final section of this man-
ual. They can provide approvals, resources, and
answers to any questions not specifically outlined
in the guidelines.This manual is also available
online, where any updates between print editions
will also be included. The Web address is: www.
FDNH.com/styleguide.
Publication Planning and Compliance
Planning a Printed Piece
For the benefit of Foundation HealthCare, print
materials should:
• Be needed and necessary
• Adhere to a consistent style
• Clearly reflect that they are part of the Founda-
tion HealthCare family of publications
Carefully consider your department’s needs and:
• Avoid producing too large a quantity
• Avoid having too many publications by combin-
ing materials when possible
• Adhere to a consistent standard of design in-
stead of producing multiple types of materials that
seem disconnected from each other
• Follow the minimal design standards in this
manual to help ensure smooth, efficient approval
processes for your materials
Answers to the following questions will aid you in
effectively and efficiently reaching your goal for
a publication. By establishing targets and appro-
priate messages, communications become more
effective. Ask:
• Is there a better way to reach our audience?
• How many people do we need to reach?
• Who is or who are my target audience(s)?
• What is the most important thing I want our au-
dience to know after reviewing my publication?
• What response or action do I want from the
audience?
To Print or Not to Print?
Increasingly, with the advent of electronic com-
munications, alternative solutions are available to
traditional print publications. Foundation Health-
Care, is obligated to curtail such costs whenev-
er possible. To ensure the best stewardship of
company funds, the following questions should
always be asked prior to designing and printing a
publication:
• Is this publication absolutely necessary?
• Is there an alternative to a print publication?
Compliance Monitoring
This manual outlines the procedures for approval
of all promotional and printed material. Approv-
al of marks and logos for merchandise sale is
issued by the Marketing and Advertising Depart-
ment; use of logos and marks on any publication
and electronic materials must have the approval
of the Marketing and Advertising Department.
How to Use This Manual

Graphic and Visual Elements
Overview
This section deals with basic identity elements:
the wordmark, logos, colors, and typefaces that
are the foundation of visual identity. The company
name, wordmark, logos, and seal are trademarks
and property of Foundation HealthCare. These
elements may only be used by authorized de-
partments of Foundation HealthCare, or through
approval for external use. When in doubt about
which mark to use for different types of mediums,
please contact the Marketing and Advertising
Department.
What is a Trademark?
A trademark (or mark) is any logo, image, sym-
bol, name, nickname, letter(s), word, slogan, or
derivative used by an organization, company,
or institution to identify its goods/services and
distinguish the institution from other entities or
competitors. It is “owned” by the organization and
cannot be legally used outside of the organization
without permission.
The name “Foundation HealthCare,” for example,
is a trademark, and can be used on promotional
materials or merchandise only with permission.
When a product makes reference to Foundation
HealthCare (as the company), such reference
requires approval. Foundation HealthCare is a
federally registered trademark.
Foundation HealthCare Name, Wordmark, and
Other Identity Marks
Our name is the primary means by which we are
recognized; therefore, the Foundation HealthCare
name, in the appropriate font that constitutes our
wordmark, must appear on all forms of communi-
cation.
Only approved visual elements or icons may be
paired with the wordmark to form the logo. The
wordmark may not be visually altered, overprint-
ed, paired with unapproved images, bordered,
changed proportionally, or otherwise tampered
with in any way.
Graphic and Visual Elements
Primary treatment of wordmark

Our logo symbolizes who we are
and what we stand for. It represents
our Integrity, Excellence,
Stewardship, Accountability and
Loyalty, which are the guiding
principles that drive Foundation’s
blueprint for success.
• The logo is the main element of Foundation’s
identity. It should never be changed or altered.
The components of the logo should never be
separated.
• The logo should be used as depicted in the
guidelines. It should never be decorated,
altered, distorted or re-created in any way.
• Refer to the logo colors and usage section to
learn more about how to properly reproduce
our logo.
• The logo must be reproduced from an original
electronic file.
Our Logo
To protect the Foundation’s brand and ensure all uses of the company’s logos are consistent with its
style and standards, approval is required on all designs using this logo. The process is simple and no
forms are required. Email the design and full details of your request to marketing@fdnh.com. Approval
for one use or design does not imply general approval for the use of the logo in other applications.
Please send any questions to marketing@fdnh.com.

Our Color
To build a consistent identity, it is important to reproduce the logo
in this color design. In situations where the colors cannot be repro-
duced accurately or when the surface or background on which it
is applied does not provide sufficient contrast, alternate versions
(below) may be used.
Primary Logo
PMS SPOT COLOR:
Pantone 295
COLOR PROCESS:
Cyan: 100%
Magenta: 80%
Yellow: 26%
Black: 10%
RGB VALUE:
R: 0
G: 69
B: 124
A black version should be used when colored printing is not an
option or when the logo is printed on a colored background without
sufficient contrast.
One Color Black
The white version should be used only when the logo must reverse
out of a dark background. This logo option should only be used
when it is not possible to use the color or solid black logo.
One Color White
PMS SPOT COLOR:
Pantone Black
COLOR PROCESS:
Cyan: 0%
Magenta: 0%
Yellow: 0%
Black: 100%
RGB VALUE:
R: 35
G: 31
B: 32
PMS SPOT COLOR:
Pantone White
COLOR PROCESS:
Cyan: 0%
Magenta: 0%
Yellow: 0%
Black: 0%

Clear space: For visibility, impact and overall integrity, it is important to retain a designated clear
space around the logo. The minimum clear area around the logo should be equal to the height of an
“e” in the logo. Clear space should never be intersected or intruded upon by other graphic
objects or an edge.
Our Icon
Minimum size: The logo should never be used smaller than 0.75” high.
0.75”
The full Foundation HealthCare logo should be used when-
ever possible. However, in instances where that is not
possible the “F” or icon may be used. Ensure the use of
the icon stays consistant with the rules of layout for the full
Foundation HealthCare logo.
Clear space and minimum size

Background Control and Incorrect Use
Incorrect usage of the logo can jeopardize
the trademark rights and create confusion
in the marketplace. These examples show
how the logo should NOT be used:
• Do not change the appearance or
shape of any elements in the logo.
• Do not combine the logo with any other
graphic elements.
• Do not use any element of the logo as
a substitute for the corporate identity
or company brand name, such as in
headlines, titles or text.
• Do not split any element of the logo.
• Do not use the logo as a design device
• or element, such as in a repetitive or
3-D manner.
• Do not use colors other than those
specified by this guideline.
The logo is designed to be used on a white or light background. When the logo is placed on a black
or dark background, use the white reversed version. When the logo is placed on a photographic
image, the background should always provide sufficient contrast to the logo. Textured backgrounds
should never visually compete with the logo.

Typography
Foundation HealthCare’s primary typefaces are Times New Roman, Arial and Vijaya. They should be
used in all professionally produced corporate communication materials.
Times New Roman
Foundation HealthCare
abcdefghijklmnopqrstuvwxyz
0123456789
Regular
0123456789
Bold
Arial
0123456789
Regular
0123456789
Bold
0123456789
Narrow
0123456789
Narrow Bold
Vijaya
0123456789
Regular
0123456789
Bold

Stationery
Stationery
Only administrative offices and established facilities that have been approved through appropriate
administrative channels can use Foundation HealthCare stationery. Care should always be exercised
to avoid ordering large quantities of stock that may become obsolete or otherwise unused.
Most letterhead is printed on special stock approved by Foundation HealthCare; computerized tem-
plates should be used sparingly for external or official company communication. Official letterhead
should not be personalized.
200
fdnh.com
Example of Official Letterhead
(not shown to scale)

Business Cards
A business card format approved for official Foundation HealthCare use is shown here. The standard
business card accommodates up to four lines of text and an option to include a mobile phone num-
ber. Employees need their supervisors approval to order business cards.
Example of Envelope
200
Stationery
Example of Corprate Business Cards
Do the right thing... Do it all the time
14000 N. Portland Avenue, Suite 200
Oklahoma City, OK 73134
405.608.1700 fax: 405.608.1800
www.FDNH.com
800.783.0404
FrontBack
john.doe@FDNH.com
direct 405.608.1754
direct fax 405.608.1854
mobile 405.202.6091
John Doe
Marketing and Advertising
Manager

News Releases
02/18/14
Primary contact, 405.608.1754 (grady.epperly@FDNH.com)
Secondary contact, 405.608.1704 (ben.michaud@FDNH.com)
TITLE OF NEWS STORY SET IN ALL CAPS GOES HERE
OKLAHOMA CITY – Body of news release goes here. Body of news release goes here.
Body of news release goes here. Body of news release goes here. Body of news release goes here.
Body of news release goes here. Body of news release goes here.Body of news release goes here. Body of news release goes here.
Body of news release goes here.
Body of news release goes here. Body of news release goes here. Body of news release goes here.Body of news release goes here. Body of news release goes here. Body of news release goes here.
For more news about Foundation HealthCare, visit www.FDNH.com
Foundation HealthFoundation HealthCare is a leader in owning, operating, developing and partnering with physicians
in surgical hospitals, ambulatory surgery centers and sleep centers. Founded in 1996 by its current
Chairman, Tom Michaud, Foundation HealthCare has grown to a portfolio of four surgical hospi-
tals, 11 surgery centers and 57 sleep centers.
(Contributed by “writer of release”.)
# # #
200
fdnh.com
N E W S
Corprate Marketing and advertising
www.fdnh.com/news
800.783.0404
Contributing writer
acknowledged here
in italics.
Boilerplate tag
sample, changes
when information
is updated,
and can be put at
the end after the
### if preferred.
Date
Two contacts
To avoid confusion among Foundation Health-
Care’s many media contacts, news releases
should follow the same format. All news releases
must have the approval of Foundation Health-
Care corprate. News releases should have a
tag paragraph, or “boilerplate,” at the end that
reflects the size and scope of Foundation Health-
Care.
Below is the appropriate format for a news re-
lease. Associated Press style is the only accept-
able news style for Foundation HealthCare.

Email Guidelines
Use the following guidelines for sending out emails that represent Foundation HealthCare events or
represent our company to either internal or external audiences, or both. These guidelines provide
clarity, reinforce Foundation HealthCare’s brand, and serve to make our communication efforts con-
sistent and effective. Here are four things to look out for:
1. From address
• Who is this email coming from?
• Does the recipient know this person?
• Is a generic or personal email address best?
2. Subject line
• Don’t sell what’s inside—tell what’s inside. Be
direct and clear.
• Avoid the words “help” and “reminder.” Over-
used and ineffective.
• If going to a broad audience, include “Foun-
dation HealthCare” in the subject. Use familiar
words to build legitimacy.
• 50 characters or less. Expect that your recipi-
ents will see this on their phone.
• Don’t use the “important” status. It’s a bit pre-
sumptuous.
3. Body copy
Do:
• Speak like a human. If you want to be formal
or classy, send a letter.
• Avoid humor and sarcasm. They don’t trans-
late well.
• Use short paragraphs, bullets, and numbers.
Make the email easy to scan.
• Link actionable words. Please no http:// or
“click here.”
• Only underline URLs.
• Limit yourself to two unique URLs. And be
sure to test the links before you send.
• Keep the font simple. Times or Verdana, it
doesn’t really matter what you choose—just
choose one and stick with it.
Don’t:
• Use “dear.” It’s not very friendly or conversa-
tional.
• Use all CAPS. Shouting?
• Use more than one exclamation point.
• Overuse bold. If everything is important, then
nothing is important.
4. Call to action
• Clear and singular. The recipient shouldn’t
have to guess what you want them to do.
• Facilitate a quick response. Don’t make them
wait to respond—if they’re ready, they should
be able to.
“I’m a great believer that any tool that enhances communi-
cation has profound effects in terms of how people can learn
from each other, and how they can achieve the kind of free-
doms that they’re interested in.” Bill Gates

• Instructions for “How to Change an Email
Signature in Outlook 2013” (Other Outlook
versions: 2003, 2007, 2010).
• Find your Outlook version under “Help | About
Microsoft Outlook”.
• Copy and paste the examples below into
Outlook then customize with your information
(remove the instructions in green).
• Do not include any disclaimers or confiden-
tiality notices in your signature. These are
automatically applied by the email server as
needed.
• Remember to update your signature in all
instances of Outlook that you use (e.g. Desk-
top, Laptop, mobile devices, etc.).
• Font: Calibri, 11pt (unless otherwise noted).
• Color: R-0, G-68, B-123
Optional Signature for Replies and Forwards:
Sincerely, (optional; avoid colloquial or inappro-
priate salutations)
Name (13pt, Bold)
Title (Bold)
Foundation HealthCare (Bold, “Care” italicized)
direct: xxx-xxx-xxxx
Signaure for Mobile Devices:
Sent from my mobile device.
Name
Title
mobile: xxx-xxx-xxxx direct: xxx-xxx-xxxx
New Message Signature:
Sincerely, (optional; avoid colloquial or inappro-
priate salutations)
Name (13pt, Bold)
Title (Bold)
Foundation HealthCare (Bold, “Care” italicized)
<Street Address>, <Suite> (only for those who
regularly receive physical mail or packages)
<City>, <State>, <Zip> (only for those who regu-
larly receive physical mail or packages)
direct: xxx-xxx-xxxx
mobile: xxx-xxx-xxxx (if you have a company
phone)
fax: xxx-xxx-xxxx (if you have one)
www.FDNH.com
Do the right thing... Do it all the time.
Example:
John Doe
Marketing and Advertising Manager
direct: 405-608-1754
mobile: 405-202-6091
fax: 405-608-1854
www.FDNH.com
Do the right thing... Do it all the time.
In an effort to standardize and unify our corporate image, Foundation HealthCare corporate employ-
ees are required to change your email signature to the model outlined below. Please note the font,
size, letter case, and color. All information specified is required unless otherwise noted. Any addi-
tions or changes to the standard must have your supervisor’s confirmed email approval.
Email Guidelines

Electronic Media
Writing for the Web
To achieve and maintain the highest editorial
quality for Foundation HealthCare, the following
guidelines should be used in the creation of all
site content. Included are instructions on how to
write effective copy for an online audience, as
well as style guidelines for terms specific to the
company.
Editorial Voice and Tone
As content is written for the Foundation Health-
Care site, it should speak consistently with the
same voice and tone, so users in one section will
“hear” the site speaking with the same voice as
they do in another section. Because content for
the site will be created by multiple writers, it is
important that all adhere to one set of voice and
editorial guidelines, to eliminate variations in style
throughout the site.
Foundation HealthCare brand identity
The editorial voice and tone is an expression of
a brand identity. Content writers should strive to
create content that reflects the company’s brand
identity, so that users leave the site with the im-
pression that Foundation HealthCare is:
• CONFIDENT Foundation HealthCare patients
need to know they are in the best hands pos-
sible.
• PROFESSIONAL Foundation HealthCare has
the best physicians and we want our patients
to know that.
• ENGAGING The culture at Foundation
HealthCare is one in which employees work
closely together to share ideas and challenge
one another to stretch their limits and achieve
their potential.
While it is not always possible for each individu-
al page on the site to align with all of the brand
attributes listed above, it is important that the site
as a whole is written in a manner consistent with
the brand personality.

Electronic Media
Editorial Reccommendations
Address the user directly, as if you are speak-
ing with a potential patient
Use the second person (“you”) in your writing for
the site. The goal is for your audience – prospec-
tive patient, as well as their family and friends
– to feel as if they’re speaking directly with some-
one from Foundation HealthCare, to give them
insight into the reasons why our facilities are the
right choice for them. Make your writing reflect
the attitude that you’re always communicating
with someone who could have a long-term rela-
tionship with Foundation HealthCare.
Avoid the passive voice
Use of the passive voice can lead to weak-
ly worded writing. Because the passive voice
doesn’t assign an actor to the verb in a sentence,
it often makes for unclear language. Howev-
er, while its use should be avoided, don’t go to
unreasonable lengths if using the active voice
would seem awkward or unnecessary. Use your
best judgment, but strive to use the passive voice
only sparingly.
Use descriptive adjectives with care
Words and phrases such as “innovative,” “flexi-
ble,” “the greatest,” “intensive” and many others
appeared on pages throughout the previous ver-
sion of the site. While these terms serve a useful
purpose in communicating a sense of energy in
keeping with the brand personality, they lose their
punch when they are not followed by examples
of the ways in which Foundation HealthCare lives
up to them. When you use terms like these to de-
scribe the company, show users how Foundation
HealthCare embodies them in specific, concrete
ways.
Pay close attention to punctuation
Scour your site for any and all instances of in-
correct punctuation. To users who notice such
things, something as seemingly minor as an
incorrectly placed apostrophe can undercut the
entire message you are trying to communicate
with your site. Pay attention not only to incorrect
punctuation, but also to awkward punctuation.
Exclamation points, for example, should be used
rarely, if ever. While there is nothing incorrect
about using them, their use on a Web site for a
healthcare institution such as Foundation Health-
Care might imply an amateurish approach to
writing.
Use simple sentences
When users view your Web site, they are much
more likely to scan pages for relevant informa-
tion than to read each page from beginning to
end. Help them by writing simple sentences that
communicate information in a clear, direct way.
Use each paragraph on a Web page to communi-
cate one idea rather than multiple ideas, and take
care to break paragraphs up if they contain two
or more ideas. See examples below.
Use plain English
Writing in “plain English” means using language
that will be widely understood by your audience,
which will include undergraduate students, as
well as experienced business executives, as well
as native and non-native English speakers. Mun-
dane, everyday words that are clear are much
more useful than jargon or acronyms whose
meaning may not be readily apparent. If you do
use jargon, acronyms or terms that may not be
familiar to large portions of your audience, make
sure you explain them in context.

Electronic Media
General Web Writing and Practices
Because Web content is presumably read on
the computer screen, it is tiring for the eyes and
is approximately 25 percent slower to read than
content on paper. To speed up the online reading
process — and to accommodate veteran users
who scan, skip and surf — Web content should
be written in a way that brings pertinent informa-
tion to the forefront of users’ reading path.
In General, there are three main guidelines to
follow when writing for the web
• BE SUCCINCT Web content should have
50% of the word count of its paper equivalent.
• WRITE FOR SCANNABILITY Don’t require
users to read long continuous blocks of text.
• COMMUNICATE CREDIBILITY Web users
are impatient with writing that is not informa-
tive and relevant to their needs.
Use simple sentences
Wherever possible, shorten sentences by elim-
inating prepositions, prepositional phrases and
adjectives and by “chunking” text. Always strive
to omit needless words.
“Chunk” text
Incorporate bullets, numbers, tables and exam-
ples to slow down the scanning eye and draw
attention to important points. However, avoid us-
ing too many of these together on a single page.
Users may react negatively to pages that appear
to scroll endlessly with lists of bulleted items. In-
clude only the information that is directly relevant
to the message you wish to communicate.
Use the inverted pyramid
The inverted pyramid style helps ensure that the
most important information appears above the
fold and avoids overly long pages. As a general
rule, start each paragraph with the conclusion
and a short summary of the remaining content.
Each paragraph should contain one main idea.
Use a second paragraph for a second idea (us-
ers tend to skip any second point as they scan
over a paragraph).
Scroll sparingly
Scrolling is no longer considered a usability
disaster for navigation pages, but scrolling still re-
duces usability. The likelihood of making the best
choice from a navigation page is maximized if the
user can see and compare all the options at the
same time without having to scroll and remember
the hidden choices.
As a general rule, it should be a rare exception
to go beyond TWO screenfuls of content on an
average monitor.
Avoid using Web-related words and phrases
Wherever possible, eliminate the use of “click
here” and other self-referential terms.
Do not over use punctuation
Overuse of punctuation equals visual noise, and
the punctuation loses its intended impact.
In General, there are three main
guidelines to follow when writing
for the web
• BE SUCCINCT Web content
should have 50% of the word
count of its paper equivalent.
• WRITE FOR SCANNABILITY
Don’t require users to read long
continuous blocks of text.
• COMMUNICATE CREDIBILITY
Web users are impatient with
writing that is not informative
and relevant to their needs.

PowerPoint Presentations
A Foundation HealthCare PowerPoint template has been developed to provide a more
consistent visual style across all corporate presentations. The basic design and structure of all
presentations should remain the same to represent each department within Foundation HealthCare.
A copy of the template can be found on http://fsa-sharepoint/Marketing.
Example of Corprate PowerPoint Tempalte

Social Media
Social Media: Social media plays a vital role in
today’s branding and marketing climate. How-
ever, using social media for the sake of social
media is neither branding nor marketing it is time
consuming and often times wasteful.
Social media must be used in a strategic way and
well maintained. If a facility does not have the
bandwidth to make almost daily updates to their
respective social media sites the sites should not
be established. If the bandwidth is there for only
one site then only establish one site and so forth.
Content needs to be timely and relevant.
Social Media Profile Components
Every social media account has a variety of
fields, branding options and proprietary quirks to
consider. Here are a few points to consider for
consistency across social media.
About/Bio
This area is where a facility or department will tell
fans followers and subscribers who they are and
what they offer. Identify account managers, link
to policies, post contact information and share
descriptive text that helps the Foundation Health-
Care brand and institution and articulate how this
account will be used.
Profile Images and Avatar
Avatar and profile images are not to be over-
looked as important pieces of content.
No matter which feed you end up in, a profile
image identifies what the facility is at a glance.
The usual best practices for imagery applies -
avoid stock, use images with meaning, don’t use
images you don’t own the rights to. There are
also dimensions, display contexts and auto-crop-
ping to consider which vary from site to site.
When communicating via social
media: Be human. Be authentic.
Be conversational. However, this
can mean something different for
everybody.
Generally speaking, these
characteristics apply:
• Be friendly, approachable and
responsive.
• Use inclusive language (us, we,
you)
• Talk like a person, not a machine
or a press release
• Be honest; don’t feign omni-
science
• Be expressive, when appropri-
ate.
• Find opportunities to naturally
build engagement hooks into
your posts

On-line Foundation Store and Employee Wearables Store
Stationary: Foundation HealthCare has ap-
proved Office Depot as our vendor for all statio-
nery items. To order letterhead, stationery and
business cards please email your request to
marketing@FDNH.com. For employees with the
title of Manager and below please attach approv-
al from your supervisor.
The Advertising and Marketing Department can
assist with questions about the stationery items.
Foundation HealthCare Store: Marketing mate-
rials and promotional items such as mugs, bags,
shirts, jackets and pens may be purchased at the
Foundation HealthCare on-line store at
fdnh.mybrightsites.com.
This resource is available to all Foundation
HealthCare employees. However, if a purchase is
being made as part of ones official duties stan-
dard purchasing protocols need to be followed.
The process is simple:
• Order as if you would at any online store
• When you are ready to checkout either follow
the prompts to create an account or login if
you have an account
• A representative will call you to ensure you
have ordered the correct items
• After confirmation you will receive an email to
the address you provided with the final invoice
• Submit the invoice via standard purchasing
protocols
Example of Foundation HealthCare Store

Contacts for Assistance
Grady Epperly
Marketing and Advertising Manager
direct: 405-608-1754
mobile: 405-202-6091
grady.epperly@fdnh.com
Ben Michaud
Director of Ancillary Services and Marketing
direct: 405-608-1704
mobile: 405-474-0588
ben.michaud@fdnh.com
Corprate mailing address:
14000 N. Portland Avenue, Suite 200
Oklahoma City, OK 73134
405.608.1700 fax: 405.608.1800
Foundation HealthCare has approved Office Depot as our vendor for all
stationery items. To order letterhead, stationery and business cards please
email your request to marketing@FDNH.com. For employees with the title
of Manager and below please attach approval from your supervisor.
The Advertising and Marketing Department can assist with questions about
the stationery items. Employees need to follow the standard purchasing
protocols when ordering stationary or business cards.

Local Style Guide, San Antonio

Stationery, Foundation Surgical Hospital of San Antonio
Stationery
Only administrative offices and established facilities that have been approved through appropriate
administrative channels can use Foundation Surgical Hospital of San Antonio stationery. Care should
always be exercised to avoid ordering large quantities of stock that may become obsolete.
9522 Huebner Rd. San Antonio, TX 78240 . Phone 210.478.5400 . Fax 210.478.5401
fshsanantonio.com

Business Cards
A business card format approved for official Foundation Surgical Hospital of San Antonio use is
shown here. The standard business card accommodates up to four lines of text and an option to in-
clude a mobile phone number.
Example of Foundation Surgical Hospital of San Antonio Envelope
9522 Huebner Rd.
San Antonio, TX 78240
Stationery, Foundation Surgical Hospital of San Antonio
Example of Foundation Surgical Hospital of San Antonio Business Cards
FrontBack
jane.doe@fdnh.com
direct 210.748.5400
direct fax 210.748.6400
mobile 210.556.1234
Jane Doe
Physician Liaison
9522 Huebner Road
San Antonio, TX 78240

News Releases, Foundation Surgical Hospital of San Antonio
Contributing writer
acknowledged here
in italics.
Boilerplate tag
sample, changes
when information
is updated,
and can be put at
the end after the
### if preferred.
Date
Two contacts
To avoid confusion among the Foundation Sur-
gical Hospital of San Antonio’s many media
contacts, news releases should follow the same
format.
All news releases must have the approval of
Foundation HealthCare corprate. News releases
should have a tag paragraph, or “boilerplate,” at
the end that reflects the size and scope of Foun-
dation Surgical Hospital of San Antonio.
able news style for Foundation Surgical Hospital
of San Antonio.

Local Style Guide, El Paso
1416 George Dieter Dr. . El Paso, Texas 79936
P: 915.598.4240 . www.fshelpaso.com

Stationery, Foundation Surgical Hospital of El Paso
Stationery
Only administrative offices and established facilities that have been approved through appropriate ad-
ministrative channels can use Foundation Surgical Hospital of El Paso stationery. Care should always
be exercised to avoid ordering large quantities of stock that may become obsolete.
1416 George Dieter Dr., El Paso, TX 79936 . Phone 915.598.4412 . Fax 915.598.4412
fshelpaso.com

Business Cards
A business card format approved for official Foundation Surgical Hospital of El Paso use is shown
here. The standard business card accommodates up to four lines of text and an option to include a
mobile phone number.
Example of Foundation Surgical Hospital of El Paso Envelope
1416 George Dieter Dr.
El Paso, TX 79936
Stationery, Foundation Surgical Hospital of El Paso
Example of Foundation Surgical Hospital of El Paso Business Cards
FrontBack
jane.doe@fdnh.com
direct 915.598.4240
direct fax 915.598.4412
mobile 915.598.1234
Jane Doe
Physician Liaison
1416 George Dieter Dr.
El Paso, TX 79936

News Releases, Foundation Surgical Hospital of El Paso
Contributing writer
acknowledged here
in italics.
Boilerplate tag
sample, changes
when information
is updated,
and can be put at
the end after the
### if preferred.
Date
Two contacts
To avoid confusion among the Foundation Sur-
gical Hospital of El Paso’s many media contacts,
news releases should follow the same format.
All news releases must have the approval of
Foundation HealthCare corprate. News releases
should have a tag paragraph, or “boilerplate,” at
the end that reflects the size and scope of Foun-
dation Surgical Hospital of El Paso.
able news style for Foundation Surgical Hospital
of El Paso.

Notes

www.FDNH.com/styleguide
Produced by Foundation HealthCare’s Department of Marketing and Advertising
May 2014

FDNH Brand Style Guide 2015

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