FOLLOW THE 10 STEPS
Research
Analyze
Strategize
Prioritize
Verbalize
Personalize
Distribute
Internalize
Evaluate
Repeat
VOLUME 6SEPTEMBER 2009

Building on our last newsletter on how to write effectively to market your hospice, in this issue we focus on the graphic design and elements crucial to any printed pieces or advertising. The goal with graphic design is to Personalize your communications for effective marketing of your hospice. So here are our tips for Step Six.

GRAPHIC ELEMENTS MIRROR YOUR IDENTITY

When you think about describing your hospice in pictures, what comes to mind? That's what professional graphic designers wrestle with as they create materials that will build your brand identity and help convey messages to your audiences. It's not just a bunch of pretty pictures with some words that will communicate, but a consistent, targeted approach that will distill the unique essence of who you are. MORE>>

  
     

HOW TO GET THE LOOK

Transcend is pleased to work with many hospices to help them create their own unique graphic identity. But the single common theme in all of our work is our philosophy that the communications and advertising pieces need to convey the essence of the hospice movement ... it's not about dying but living. MORE>>

  
     
 

Unique personality
develops unique personality
for hospices >>

PLAN NOW FOR NATIONAL HOSPICE MONTH IN NOVEMBER

Here are a few ideas to consider in honoring your staff and volunteers. Choose one or incorporate elements of many of these so that you take advantage of the special observance.

 
     
Plan an appreciation breakfast for staff and volunteers. If you are a non-profit organization, try to get the food donated through a contribution from a local company or through various restaurants that often donate to good causes. The National Restaurant Association says nine out of 10 restaurant operators raise money for charities or donate food or space. Check with the store owner or manager and be specific with your request.
Send a postcard to former client families and ask them to submit a brief written note of appreciation to your staff via e-mail or your website. Pass them along to staff, use them in a news release announcing your special event, or include them in your promotional materials.
   
     
 

GRAPHIC ELEMENTS MIRROR IDENTITY >>
It's more than pretty pictures

HOW TO GET THE LOOK >>
Consistency is key

SEPTEMBER WEBINARS >>
 
Consider a Hospice Worker of the Year award. Ask for nominations from the community, physicians and client families and select one person to honor. Invite media to attend an event honoring the winner and your staff.
Design an ad for the newspaper and list the names of all your employees and volunteers to thank them during National Hospice Month. It not only helps your staff feel valued but lets the community know about your fine workers - they may just remember that when choosing a hospice.
Ask your mayor or city manager for a formal proclamation citing the work of your hospice in the community. Invite a few representatives of your organization to attend the meeting when the proclamation is voted on and presented. Take photos with the elected official for your newsletter or website.
Keep track of volunteer hours and honor those who have reached a milestone in that year. Consider giving them a special gift with your logo on it. It can be as simple as an apothecary jar filled with Hershey kisses or something a bit more costly like a pin. But make it practical too. How many people really use the plaques they are given or find a place to hang them?
   

©2009 Transcend Hospice Marketing Group
TranscendHospiceMarketing.com419-241-2247

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Transcend Hospice Marketing Group
a division of R/P Marketing Public Relations
1500 Timberwolf Drive
Holland, OH 43528