Corporate IdentityThe Communications Strategy
Annalena Winslow
Communications Officer
NHS Greater Glasgow and Clyde
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
Not just design
Not just appearance
Not just marketing
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Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• What are you there for?
• Who are you there for?
• What can you do for your customers?
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• Internal communications
• Paper VS Electronic?
• Opportunities for success
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• How do I cope with change?
• How do I target my message?
• What advantages do I have?
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• Your message has instant credibility
• You have something unique to offer
• You know your service best of all
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• Be visual – don’t over-write
• Are you reaching the right people?
• Spelling, grammar, proof-reading
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• How many logos are enough?
• Listen to your designers
• Corporate identity = Consistency
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy• Is what you’re already doing enough?
• Parity with colleagues
• Online branding is your new opportunity
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• Multimedia is what is says!
• Use electronic opportunities
• Does sound or vision help you sell?
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• Interactivity is more than a buzz word
• The gift of feedback
• Information is worth more than money
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy• Corporate identity = words AND actions
• What sort of image do you want?
• What customers do you want?
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• More than just a study venue
• NHS isn’t just doctors and nurses
• What can you do for the rest of us?
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• You win – your service is better used
• Staff win – they can exploit the service
• Employers win – investment supported
Delivering better healthwww.nhsggc.org.uk
Corporate IdentityThe Communications Strategy
• However, what CAN you do?
• How much is possible?
• What’s your future direction?
Delivering better healthwww.nhsggc.org.uk