This document provides a case study of Orlando Health's branding and marketing transformation over 5 years with the help of branding agency Trajectory. Key points: - Orlando Health aligned internal audiences around an approved brand strategy and new brand platform to strengthen its competitive position and future-proof the organization. - The rebranding journey included strategy, design, launch, and ongoing integrated marketing campaigns to achieve longer-term strategic and financial growth goals. - Through true collaboration, Orlando Health was able to creatively execute its long-term mission and brand promise to better compete and measure success.

1. Orlando Health: Branding &
Marketing Case Study

2. New Energy…
WHERE WHY HOW WHAT
Healthcare See & Think In New Energy™ Branding:
New Ways Principles - Platform
Personal Care - Architecture
& Beauty Perform Better - Naming
- Messaging
Leisure & Ignite New Growth
Lifestyle Marketing:
- Advertising
Consumer - Design
Products - Digital (web,
mobile, tablet…)
- Experiential
- Social
- Video
Buy-In:
- educate
- inspire
- mobilize

3. Client/Assignment Sampler
Client/Business Challenge Deliverables & Results
Arnold Palmer Enterprises: Securing Global companies aligned around approved brand strategy and
The Future positioning, portfolio management roadmap, design execution and guidelines.
Eastern Tea (Bromley’s Exotic Tea): New brand concept through to launch of 12 products: +30% sell-in vs. forecast
Cutting Through In A Crowded Category across food service and specialty channels.
Liberty Science Center: Re-Inventing Over-arching brand strategy through to multi-channel marketing; chosen by
For The Future Parents Magazine as one of top 10 science centers in U.S.
NFL Consumer Products: Relevancy Three years of new (above forecast) revenue streams through new apparel brand
Beyond The Field launches – brand development through to retail, online and integrated campaigns.
Palomar (PaloVia Skin Renewing Laser): New (first-of-its-kind) consumer entry; brand vision and positioning, name, logo
A First In Personal Care and tagline, packaging, in-store, new e-commerce website, print and social media.
Reckitt-Benckiser: A More Dominant Approved portfolio optimization (laundry care); new product ideas for optimization
Competitor and testing (Chore Boy).
Fairmont Hotels: Creating A New New Willowstream Spa brand launch (positioning, naming, branding, offline/online
Destination presence); now across six continents.
Reading Hospital and Medical Center: Various service line campaigns including Women’s Services, Oncology, Cardiac;
Driving Engagement & Acquisition each one exceeding website visit, call center and patient acquisition goals.
Summit Brands (Appliance Cleaners): Brand, packaging and communications strategy across Appliance Cleaning
Portfolio Strategy & Optimization Brands portfolio.
Sun Chemical: New Brand Launch SMARTColour Brand Color Management System positioning, architecture, logo,
design, messaging.

4. New Energy Principles
See In New
Ways
Marketing Better
That Matters Questions
NEW
ENERGY
PRINCIPLES
Synchronous
Rich Insights
Actions
Energized
Brand Core
* Footnote
4
Source: Source

5. ORLANDO HEALTH:
A Fabulous Five Year Journey

6. Backdrop
 Founded in 1918
 One of Florida's most comprehensive private, not-for-profit
healthcare networks
 Serving nearly two million Central Florida residents and 4,500
international visitors annually
 Eight hospitals, 1780 beds

7. Goals
 Re-energize (shared passions, culture)
 Stronger provider and competitor
 Sharper focus
 Future-proof

8. Objectives
 Align internal system-wide audiences…brand understanding,
commitment, decision-making and actions (execution and protection)
 More effectively compete in trading areas…strengthening appeal to
communities
 Achieve longer-term strategic and financial growth goals…
beginning with re-branding

9. Journey
Strategy & Marketing
Discovery Launch Healthcare 2020
Design Campaigns
Qual./Quant. Platform Culture New Name Vision & Principles
Awareness
Leadership Architecture Practices & Strategic
Sessions Processes System Questions
Naming Integration
Outside Resources & Tools Diag/Dev/Impl.
Industries Messaging Link To
Organization-Wide Orlando’s Health 10-Year Strategic
Current/New Visual Identity Sessions Plan
Audiences
Board/Leadership Team Member Board Approval
Board/Leadership Sessions Commitment
Presentations Demonstration
Organization Re-branding Annual Campaigns Strategic Planning

10. Brand Platform
Driving Idea
shorthand distillation of what we ultimately stand for
Personality
human characteristics that guide our style and voice
Positioning
unique space want to occupy in marketplace and with customers
Outside
Promises
benefits (and advantages) provided
Story & Ambition
who we are, what we do, what we believe in, hope to accomplish
Inside

11. Portfolio Strategy
Hospital Centers Medical Medical Non-Medical Diversified Foundations
Groupings
Driver Of Specialty Sub-Specialties/ Specialty, Businesses
Brands Excellence or Dept. Programs Department or & Partner
Program Brands
primary consumer- consumer-facing; consumer-facing; primarily business, alliance support
Description
consumer facing; core service lines/ support/relate to internal-facing; or service outside OH/hospitals
brands; major strategic depts; drive major medical non-medical core system through fund-
gateways focus and volume/revenue service line or dept. specialties or raising &
business depts. community
growth outreach
Orlando Corporate
Examples
Regional Heart & Vascular Neurosciences Stroke Center OH VNA OH
Library
Medical Institute Foundation
Services
Center

12. New Logo Family
Reflecting name change from Orlando Regional Healthcare to Orlando Health

13. PowerPoint Template System
Stationery System System Signature

14. Collateral System
Corporate Web Site

15. Brand Style Guide
Internal Brand Asset Management Site

16. Brand Launch Book
Brand Launch Event Brand Launch Video

17. Follow-On Integrated Campaigns

18. Initial Brand Campaign: Print
Initial Brand Campaign: Outdoor

19. Brand Campaign 2: Print
Brand Campaign 2: Outdoor

20. Brand Campaign 2: Direct Mail
Brand Campaign 2: Microsite

21. Brand Campaign 3: Outdoor
Brand Campaign 3: Print

22. Brand Campaign 3: Facebook Tab
Brand Campaign 3: e-scrapbook

23. A Few Conclusions
 True top to bottom collaboration between client and agency is the
best way (the only way) to truly meet a clients’ ambitious goals.
 Creatively executing against agreed long-term mission and brand
promise makes it easier to know you’re doing the right things and to
measure the right things.
 It also makes the journey more productive as client leadership is
already aligned in its brand and business direction.

24. Trajectory
20 Community Place
Morristown NJ 07960
973-292-1400
www.trajectory4brands.com
Contact: Eric Brody, President
973-292-1400 x201
eb@trajectory4brands.com