The Importance of Branding Presented by: Becky Larson Public Relations, Marketing Specialist
Objective of Today’s Presentation • Understanding the importance of branding and why its matters to your efforts • Learn to use the Network for a Healthy California Champions for Change brand as a dynamic symbol for healthy change across California • This will only happen if we all use it correctly and use it consistently
Individually, each campaign and program make important contributions to improving the health of low-income Californians. African American Latino Special Projects Power Play! Direct Marketing Physical Activity Advertising Retail LIAs Worksite
Branding pulls all the pieces together, creating synergy and a united front. African American Latino Special Projects Power Play! Direct Marketing Physical Activity Advertising Retail LIAs Worksite
Collectively we represent a powerful and empowering force that fights for healthy change.
Bringing the Champions for Change Brand to Life #1 Lead with Passion and Vision. We actively create the change we want to see in the world.
Bringing the Champions for Change Messaging to Life #1 Read the Branding Guidelines Manual #1 Lead with Passion and Vision. #2 Be Real. . . Emote inspiration and confidence . . . “You Can Do It!” #3 Think of Champion Moms who represent the Network.
From 5 a Day to Network for a Healthy California 1987 5 a Day is initiated by the California Department of Health Services, encouraging children and adults to eat the recommended 5 servings a day of fruits and vegetables. 1997 California Nutrition Network is formed to build a partnership of community-based organizations to deliver the 5 a Day message. Grows from four local organizations to 160 in ten years. 2005 New Dietary Guidelines for Americans recommends a near doubling of fruits and vegetables, outdating 5 a Day’s recommendation. 2007 Network for a Healthy California Champions for Change is unveiled, introducing a new era of health messaging encouraging children and adults to eat the daily recommended cups of fruits and vegetables, be physically active, and help change conditions in their communities that contribute to obesity.
Network for a Healthy California Empowerment, Champions, Change Agents Fruits and Vegetables Physical Activity Food Security Chronic Disease Prevention Primary Targets: Internal Culture, Intermediaries, Consumers Secondary: Policy Makers, Executive Branch, Advocates, Media, Government Partners Tools & Disciplines: Community Development, Systems Change, Policy, Research and Evaluation, Environmental, Industry Practices, Communications