AIDS Resource Center OhioRebranding for New Realities

• New incidence of infection: young, bi-sexual, ethnic; feeding AIDS fatigue

• New prognoses for HIV/AIDS: Test and Treat mandate; Medical Center and Pharmacy launch

• New organization: mergers, expanded service area; a true Ohio organization

• New competition: AIDS Healthcare Foundation; a categorical difference

Inflection Points: New Realities, New Opportunities

BrandCastSM

Framework for a

Differentiated, Compelling,

Ownable Brand

What is BrandCast?BrandCast is the strategic model we use to focus the core of your

business. It is a 360 degree approach that draws from the both the internal and the external components of your brand.

• We believe that AIDS’ days are numbered, a day which will come sooner if we test and treat as many in Ohio as we can.

• We believe that a life with HIV can be more full of hope, health, and honor than of submission, sickness, and shame.

• We believe in treating the whole self: physically, emotionally, and socially.

• We believe that sometimes, we need to be fearless and firm to make things fair in an unfair world.

Beliefs: Fundamental, Guiding Ideologies

• Be the “go to” ASO in Ohio because of our ceaseless pursuit of truth and our resourcefulness in helping people living with HIV and AIDS lead long, healthy and purposeful lives unencumbered by disease, stigma, and prejudice.

Purpose: Ultimate Goal as a Brand

• Prevent the spread of HIV and AIDS• Be an advocate for the person, not the

cause• Act nobly and optimistically in all

conversations and circumstances• Encourage everyone around us, from

the people we serve to the people who support us, to live life fully

• Respect those we test and treat• Treat the whole person through a

holistic system of medical, emotional, and social resources

Charter: Promises that Turn Beliefs into Actions

• At ARC Ohio, the people facing HIV and AIDS receive a holistic approach to prevention and medical treatment that supports the physical, emotional, and social concerns of their lives and their loved ones.

Benefit: Unique Value

• The Ohio based ASO advocating for veracity, vitality, and victory in the lives of people in our communities who are facing HIV and AIDS. AIDS Resource Center Ohio is powered by a comprehensive continuum of care, support and vital services that prevent, heal, empower, and give hope.

Position: Stake in the Landscape

• Compassionate – caring, attentive, full of feeling

• Fun – spirited and vivacious• Well informed – studious with

important matters• Tenacious – desire to follow

through completely• Vigilant – intense, attentive, and

candid

Character: Most Impactful Traits

AIDS Resource Center Ohio

Core

Live undeterred

by HIV

Core: Shared Foundation that Binds All Together

• Serve with a Vision of surrounding those we serve holistic care, support and vital services to meet their total needs

• Provide a Voice for people living with HIV/AIDS in our communities, both diagnosed and undiagnosed

• Focus on Victory when testing and treating to defeat HIV/AIDS

Communicating and Delivering the Brand

Next Steps

• Entrench the brand internally: the value, culture, brand connection• Push the brand out externally

– www.arcohio.org– PR– Social Media– SEO/SEM– Email blast and direct mail– Advertising

Communicating and Delivering the Brand