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1. Healthcare Marketing
Nantucket AIDS Network
Strategic Branding & Marketing Planning
By: Elizabeth Kulin
Kulin Marketing

2. What NAN offers
 Prevention – outreach, testing
 Education – research info, partnerships
 Client services support
So, multiple service for multiple target audiences.

3. NAN is:
Industry non-profit
Category healthcare
Segment HIV/AIDS/Hep C
Positioning / brand promise prevention, education and support center on
Nantucket.
Brand Personality Life, vibrant, smart, confident, supportive,
open, community.
Note: Use brand personality adjectives, and like adjectives, in communications of tactics

4. Brand personality icon
Brand personality:
• ife
L
• ibrant
v
• mart
s
• onfident
c
• upportive
s
• pen
o
• ommunity
c
Note: Use these adjectives, and like adjectives, in communications of tactics

5. Brand audit
Recommendation
Element Descriptive memorable likable
name Nantucket AIDS XXX (Descriptive of the XXX
Network orgs. Category and
segment)
slogan Life is Here. XXX (of personality and XXX XXX
positioning)
Tagline • et’s keep it here.
L XXX (of positioning) XXX
• roviding support and
P
knowledge to your
community.
• center of knowledge,
A
prevention, and support
services for the
Nantucket community.
Logo Old logo Nantucket AIDS Network Smaller in size. Welcoming, friendly
website Use brand colors Life is Here.
Brand identity & personality statement: (what is NAN?) Nantucket AIDS Network is a center for prevention, testing and support for
the entire Nantucket community. We welcome all interested in celebrating that life is here, and learning how they can help keep it here.

6. Brand colors
• ed for energy – LIFE and Determination
R
• range for happiness – NAN is a happy place
O
Maybe Aqua/light blue in the future.

7. Marketing Objectives
• Increase brand awareness
Grow brand • Positive brand image
equity
• Past constituents
Acquire • New constituents
Donations

8. Campaign Calendar
Month Topic Rational Message Tactic
June/July The new face of Brand equity Incorporate: PR (N mag, inq)
NAN! What NAN is +
who NAN is
July Over the Acquire Short, brand newspaper ad
recession? Donate donations promise, call to (inq),
to NAN! action, response Mahonabouttown
method ad, mobile text
August We’re still here! Brand equity Incorporate: PR, local adv
& New Slogan (newspaper and
Get ready to local TV station)
celebrate!
September Celebrate Life! Brand equity & What NAN is + PR, Collateral,
acquire donations who NAN is Fundraiser GALA

9. Tactics
Tactic Rational Target
PR Cheap and effective Entire Nantucket community
Newspaper Ad Effective Entire Nantucket community
Mahonabouttown ad Effective (make same as His audience (volume??)
newspaper ad)
Mobile marketing Effective, builds cool brand Youth who have cell phones, and
image can donate $5-$10
Collateral/a brochure Tangible Nantucket consumers
Public Relations (2 ideas) Revenue. Word of Mouth and Nantucket restaurants/bars
builds secondary brand patrons
associations

10. Press Relations
 List
 N Magazine reporter
 Inq. mirror reporter
 Pitches
 Ed new president – June/July (DONE)
 Donate 2010 - July
 LIFE is here! What NAN does for community(give donation
reasons right before GALA)- august
 GALA - September

11. Ad (newspaper and online)
Celebrate the end of a recession by donating to local charities again!
Help keep HIV and Hep C off Nantucket for good!
Go online and donate today!
www.nantucketaids.org/donate
LIFE is here!
Let’s keep it here.
Nantucket AIDS Network (NAN), a center of knowledge, prevention, and support services for the Nantucket community.

12. Mobile Marketing – text2donate
 Text “LIFE” to ###
 Promote the text to donate campaign via print posters in the
high school.
Details:
Vendors:
• ext2give - $10 max donation
T
• loop
I
• ext2donate – no max donation amount
T
• obile cause
M

13. Collateral Nantucket AIDS Network
Life is Here.
List of locations to have collateral: Let’s keep it here.
Ed
Your donation will help:
• sland hospital & clinics
I
Prevention
• he bean
T *Keep HIV and Hep C off of image
Nantucket for good.
• oga studios
Y
*Increase knowledge throughout Education
• ibrary?
L our community, because
Knowledge = power.
image
• rug stores
D *Provide care for our community Client
members in need of diverse services.
• he Green
T image
Visit
www.NantucketAIDS.org/donate
To support Life Here on Nantucket today!

14. Public Relations (1)
 Gay friendly night at a Nantucket bar
 See ppt. titled “GayNightProposal”
Need:
1. oard buy in
B
2. ar buy in
B
3. romotional collateral with messaging (NAN brand name all over it!)
P
4. AN condoms
N
5. n august flyers about GALA
I

15. Public Relations (2)
 Be a beneficiary of restaurants (target 21+ age)
 Benefits to the restaurant – Secondary brand association
 Benefit to NAN – donations and brand equity
To Do:
1. A list of restaurants to approach
2. Write a pitch
3. Elect NAN rep to approach restaurants
(see slide notes)

16. New website design
 Implement new brand
 (vibrant red & orange)
 Aqua blue in the future is a possibility.
 New SLOGAN – “LIFE is here!”
 Add secondary brand associations – (to sidebars or bottom of
homepage)
 Ed (picture)
 Board members (pictures)
 Other brands, Nantucket locals, map of Nantucket
 Donation webpage - nantucketaids.org/donate

17. To learn more about Brand strategy and Marketing Plan by contacting
www.KulinMarketing.com