Executive Summary - GPTCHBgptchb.org/.../11/2015-2016-GPTCHB-Brand-Strategy.docx · Web...

2015-2016

2015-2016

GPTCHB Internal Brand Strategy 2015-2016 .

ContentsExecutive Summary.........................................................................................4

Introduction.....................................................................................................5

Objective..........................................................................................................5

Brand Positioning Statement...........................................................................6

Mission.............................................................................................................6

Vision...............................................................................................................6

Philosophy Statement and Brand Tagline........................................................6

Statement of Purpose......................................................................................6

Values Statement............................................................................................7

Differentiation..................................................................................................8

Brand Promise:................................................................................................8

Brand Personality Traits/Tone..........................................................................8

Brand Story......................................................................................................9

History:.........................................................................................................9

Today:...........................................................................................................9

Target Audience Profiles................................................................................10

Competition...................................................................................................13

Brand Architecture.........................................................................................13

Conclusion.....................................................................................................14

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Appendix A: Short GPTCHB Descriptors......................................................1522-Word Company Description...................................................................1543-Word Company Description...................................................................1598-Word Company Description...................................................................1530-Second Elevator Pitch............................................................................15

Appendix B: GPTCHB Communications/ Visual Branding.............................16Logo............................................................................................................16About the GPTCHB Logo.............................................................................18Color Scheme.............................................................................................18Color Codes................................................................................................19Typography.................................................................................................19Naming.......................................................................................................19Imagery (Photography)...............................................................................20Press Releases and Media Communication................................................21Advertising.................................................................................................21

Newspapers/Magazines/Online Banners..................................................21TV/Radio Advertising...............................................................................21

Promotional Items.......................................................................................22Swag:.......................................................................................................22Apparel:...................................................................................................22

Official Letterhead......................................................................................22Email...........................................................................................................23Business Cards...........................................................................................23Handouts/posters.......................................................................................24Conference/Trade Show Packet..................................................................25PowerPoint Presentations...........................................................................25Newsletters.................................................................................................26Brochures...................................................................................................27Social Media................................................................................................28

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Executive SummaryBrand development for the Great Plains Tribal Chairmen’s Health Board (GPTCHB) is essential for rebuilding the organization’s brand and establishing trust with the public. It is also critical to establishing a cohesive understanding of the organization’s mission, goals, values and practices within the organization. The objective of the brand strategy includes informing and educating internal and external audiences about the GPTCHB brand; establishing brand awareness; and establishing the GPTCHB as the point of contact for advocacy and representation for health-related initiatives.

Because the GPTCHB represents 18 tribes and communities collectively, the organization is able to achieve greater results than a tribe or community acting alone. Brand development for the GPTCHB includes targeting specific audiences in order to re-establish itself as a resource for communities. These target audiences include:

• Tribal health representatives in need of health information and resources;

• Tribal health representatives in need of a liaison or advocate for their tribal health concerns;

• Tribal health partners and stakeholders;• Potential and current funders; and• Prospective employees

Competitors to GPTCHB for potential funding are other research entities who are not University partners and other public entities such as counties and states that apply for, and compete for the same population-based funding.

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IntroductionAs your organization’s predominant image, your brand determines how people think and feel about your organization. It also determines what they expect when interacting with your organization. Far beyond your logo, a well-developed brand strategy will strategically place and solidify your organization positively in the minds of your target audience and communities.

Typically considered a tool in the for-profit sector, brand development is also a strategic tool for nonprofit organizations that wish to build recognition, grow trust with stakeholders, and reach their organizational goals more efficiently.

In addition to the external benefits of a well-developed brand, branding can also assist in internal image and purpose consistency. This ensures that all individuals within your organization understand the philosophy of your organization, your message, your goals and your operations in a concise way.

ObjectiveThe objective of the articulated Great Plains Tribal Chairmen’s Health Board (GPTCHB) brand strategy is threefold:

1. It will serve to inform and educate employees and internal audiences about the GPTCHB brand. This will serve as a guide to ensure consistency for all communication related to GPTCHB and its programs, including: written copy, press releases, logos, typography, websites, brochures, etc. This consistency aids in brand recognition and cohesion.

2. It will help with external brand awareness for the target audience members outlined in the brand strategy. Additionally, it will serve to repair or improve any brand reputations or perceptions already in place, as well as help position GPTCHB as a reliable and credible organization for Indian health information, advocacy, research, education, assistance and outreach in the Great Plains region.

3. It will demonstrate the strong integration and collaboration between the various programs available throughout the region, and establish that the Great Plains Tribal Chairmen’s Health Board is the parent organization.

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Brand Positioning StatementTo members of the 18 Great Plains Area tribal nations and communities of the four-state region of South Dakota, North Dakota, Nebraska and Iowa: when you utilize the GPTCHB for health-related programs, rather than attempting access with personal or community-only limited resources, you access the full reach of an established nonprofit organization whose purpose is to improve and enrich the health of the tribal nations and communities it represents.

MissionThe mission of GPTCHB is to provide quality public health support and healthcare advocacy to the tribal nations of the Great Plains by utilizing effective and culturally credible approaches.

VisionAll tribal nations in the Great Plains will achieve optimum health and wellness through the embrace of culturally traditional values that are empowered by tribal sovereignty.

Philosophy Statement and Brand Tagline"So That The People May Live" or "Hecel Oyate Kin Nipi Kte" in Lakota

Statement of PurposeThe Great Plains Tribal Chairmen’s Health Board is established to provide the tribal nations in the Great Plains region with a formal representative Board as a means of communicating and participating with the Great Plains Area Indian Health Service and other Health and Human Services entities and organizations on health matters. In pursuing this policy, the Board’s objectives are:

To improve the effectiveness of the various Health and Human Services agencies including the Indian Health Service by facilitating tribal participation in the consultation process.

To assist the Health and Human Services agencies in establishing program priorities and in distributing existing resources.

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To advise the Area Director and Great Plains Area Indian Health Service of tribal priorities in developing long-range program plans.

To advocate for tribal interests and desires at state, regional and national levels for health-related concerns.

To support the self-determination and sovereignty of tribes in their development of activities and programs to improve the health of tribal members.

To provide technical assistance to tribes in the development and improvement of tribal health programs.

To establish meaningful engagement and provide consistent means of communication to provide clear and concise information to the tribes.

To provide policy analysis and recommendations related to Indian Health Care concerns, to tribally appointed representatives designated to deliver advocacy and testimony to Congressional and Executive Branch leadership.

The Board is organized exclusively for nonprofit purposes and will qualify as an exempt organization under Sec. 501(c)(3) of the Internal Revenue Code of 1954 (or the corresponding provision of any future United States Internal Revenue law).

Values StatementTraditional Cultural Values: We will serve to uphold traditional cultural values by always seeking the wisdom of Creator for direction.

Integrity: We choose to honor the people we serve and those who are dedicated to serving our tribes and tribal members by acting with fortitude and dedication to our mission at all times.

Generosity: We choose to honor the people we serve and those who are dedicated to serving our tribes and tribal members by acting with generosity and selflessness at all times.

Respect: We choose to honor the people we serve and those who are dedicated to serving the people we represent by treating them with dignity and compassion at all times.

Ethics: We choose to act with honesty and fairness in every organizational decision, continually earning the trust of those we work with and those we serve.

Advocacy: We will stand with conviction and courage to promote tribal sovereignty and equitable health and well-being for our tribal nations.

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Humility: We will always approach our work in the spirit of cooperation and collaboration in order to successfully achieve our mission.

DifferentiationGPTCHB provides a collective voice, representing all tribal needs in the Great Plains area.

In this region, there are 18 tribal nations within the four-state region of South Dakota, North Dakota, Nebraska and Iowa. Some tribes have greater capacity than others to advocate for resources and compete for grants, contracts or cooperative agreements. As funding for resources are often population-based, individual tribes are often disadvantaged when competing with other public entities, including cities, states and counties.

The Great Plains Tribal Chairmen’s Health Board enables tribes in the region to collectively apply for population-based grants on behalf of all 18 tribes and communities.

Brand Promise:The Great Plains Tribal Chairmen’s Health Board serves 18 Great Plains area tribal nations and communities in the four-state region of South Dakota, North Dakota, Nebraska and Iowa. Under the GPTCHB umbrella, these tribes are able to have greater access to health-related resources than when acting on their own. The GPTCHB provides key advocacy for its constituents to access the highest quality, most comprehensive and up-to-date health resources available in the areas of research, education, assistance, prevention and outreach.

Additionally, the GPTCHB works to provide support for the people it represents through policy, education and technical assistance.

Brand Personality Traits/Tone

• Culturally aware• Cooperative, service oriented• Open and inclusive • Supportive• Technically competent• Innovative• Respectful• Personable

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Brand StoryWithout representation or advocacy, it is difficult for many tribal members to access quality health-related resources within their communities.

The Great Plains Tribal Chairmen’s Health Board (GPTCHB) works to change that by promoting and supporting healthy tribal nations on the Great Plains.

History:

Founded in 1986, the Great Plains Tribal Chairmen’s Health Board (GPTCHB), formally known as Aberdeen Area Tribal Chairmen’s Health Board (AATCHB), was established by the chairpersons and presidents of its 18 member entities to serve as a liaison between the Great Plains Indian Health Service and the Great Plains tribes.

Through initial funding of the Northern Plains Healthy Start (NPHS) program in 1991, the not-for-profit status of the Great Plains Tribal Chairmen’s Health Board was able to come into existence. Through the tireless efforts of former Executive Director, Carole Anne Heart, Rosebud Sioux, the health board further expanded by securing funding for the Northern Plains Tribal Epidemiology Center (NPTEC) in 2003. Heart, who is remembered for her compassionate leadership, continued to serve as Executive Director until 2008, when she died due to complications from cancer. Subsequent expansion of the GPTCHB services unfolded under the influential leadership of Dr. Donald Warne, Oglala Sioux, a graduate of the Stanford University School of Medicine and Harvard University Master of Public Health program. After Warne’s departure as Executive Director, he maintained a strong commitment to support the health board as its Policy Analyst.

In the era of Health Reform and its complexity, the healthcare concerns in the Great Plains evolved, which ultimately led to the revaluation of service priorities provided by the health board. Jerilyn Church, current Chief Executive Officer, implemented the most comprehensive reorganization of the health board to date. Church was born and raised on the Cheyenne River Sioux reservation. She graduated with honors from Michigan State University with a bachelor’s degree in social work and American Indian specialization, and obtained her master’s in social work with a specialization in management in human services from the University of Michigan where she was awarded a full child welfare fellowship.

Today:

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The Great Plains Tribal Chairmen’s Health Board continues to be an organization dedicated to reducing public health disparities and improving the health and wellness of American Indian people who are members of the 18 Great Plains tribal nations and communities. Through its numerous programs and partnerships, the GPTCHB provides critical health promotion and education services, and serves as a gatekeeper for tribal research and academic development. The GPTCHB incorporates its organizational values of acting with integrity, respect and ethics in every decision, while also respecting and upholding cultural values and tribal sovereignty.

The GPTCHB provides technical assistance in the area of epidemiology and data analysis for its member tribes. GPTCHB engages university partners to meet applied public health research needs. It also expanded its liaison role between the Great Plains tribes and the Great Plains Indian Health Service to all of the US Department of Health and Human Services agencies.

The GPTCHB advocates nationally for improved Indian Health policies on behalf of the tribes, which comprise nearly 170,000 members in the four-state region of South Dakota, North Dakota, Nebraska and Iowa. In addition, the GPTCHB provides community outreach programs with the focal point being the overall health improvement and elimination of health disparities among tribal members.

The GPTCHB achieves this through federal, state and private funding and various partnerships with the Indian Health Service, other Health and Human Services agencies and academic institutions.

Target Audience Profiles1. Profile for single person living on the reservation in need of health

information:

Marnie is a 23-year-old single mother of two small children. She lives in a house on the reservation that she shares with her extended family. She and her children inhabit one small room together. She graduated high school, but with difficulty as she became pregnant in her junior year. She has multiple part-time, minimum-wage jobs that she uses to make ends meet. She wants more for her family, but doesn’t know much of a better life due to a lack of “professional” role models in her life. She is currently enrolled part-time at the tribal college, not necessarily because she’s interested in an advanced degree but because she receives extra funds from the grants and scholarships to help purchase groceries. In addition to her part-time jobs and classes, she spends time doing beadwork. She crafts items such as key chains, cigarette lighter covers and basic jewelry in the culturally traditional style she learned from her aunt. From time-to-time, she attempts to sell these for extra money. She does watch television and prefers networks like

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MTV, featuring shows like Teen Mom, which she finds relatable. She is also on Facebook when she has Internet access, but is exposed to little or no other media due to lack of time and funds. She frequents fast-food restaurants, including the one she works at, and rarely eats fresh fruits or vegetables. When she shops, she buys casual clothes and frequents secondhand stores, Walmart and Kmart. She has a car, but it is old and frequently breaks down or runs out of gas. Outside of her tribal affiliations, she is not a member of other clubs or organizations due to lack of interest and lack of time. Her family and friends are most important to her. She frequently worries about money and making ends meet. She is regularly in need of health-related information, but often feels frustrated because she has little access to resources. She wants to give herself and her children a better life, but is often burdened by worry and stress about her lack of money and making ends meet.

2. Profile for tribal board member looking for a liaison for technical assistance and advocacy for his or her tribe’s needs:

Robert is a 45-year-old male living on a Native American reservation in the Great Plains region. He is married with three children, ages 2, 10 and 21. His 21-year-old is enrolled at the local tribal college. Robert received an advanced degree through the same college and went on to open his own business. As a storeowner, he is business and policy savvy, and has spent his years volunteering his free time to nonprofits on the reservation. A former high school basketball player, he often spends time at the community center shooting hoops with local kids. Robert now serves on the tribal board, which is a complex role encompassing many facets of leadership. In the past several years, tribal councils have been major participants in national, regional and local politics to protect their tribal sovereignty, tribal assets and, most importantly, the future of their tribe. Robert is actively interested in his culture, including powwows and spiritual practices. Although he has Internet access, he typically utilizes the internet to retrieve his emails from yahoo.com and occasionally check his Facebook page. He also checks current events on NDZ.com and through the online issue of Indian Country Today Magazine. Robert also reads books in the evenings, most of them nonfiction Native American history books, books on Native American subjects, or books written by someone he knows. He will sometimes watch the local news at nine, but not regularly. Robert’s wife, Mary, is a great cook. Because of this, the family often eats at home and rarely eats out. On occasion, Robert will take the family to a restaurant or cafe, but they typically eat fast food if they’re eating out because it’s fast and cheap. Robert dresses casually most days, in jeans, cowboy boots and button-down shirts. He sometimes wears a jacket. His wife does most of the shopping for him and frequents stores like Walmart, Pamida or the mall in the closest large city. He drives the family in their 2009 Toyota 4Runner. Robert is emotionally and professionally invested in his tribal council role, and works tirelessly to serve those he represents. He wants to make a better life for

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both his family and his community. He worries about losing the traditions, culture and American Indian languages. In his role as tribal council member, Robert is actively seeking a liaison and advocate to provide technical assistance in receiving health-related grants for the tribal members’ needs.

3. Profile for typical grant reviewer who is researching the organization in order to help determine recommendations for a grant award:

Joan is a 40-year-old wife and mother living in the suburbs of Chicago, Illinois. She majored in political science in college, then returned to pursue a master’s degree in public health. She is a member of a women’s group, is on the board for a local charity, and maintains affiliations with her college sorority. Joan also enjoys knitting, baking and cooking. Because she enjoys cooking, she and her family often eat at home. If they do eat out, they typically dine at healthier fast food places like Panera Bread or midscale chain restaurants like Maggiano’s. She has one cat, Ed, who is seven years old. Joan loves to read, and frequently enjoys biographies of strong women in American history. She watches television in the evening, typically watching shows like “Grey’s Anatomy” or a program on the Lifetime channel. She also reads magazines, but mostly those that cater to her profession. Because Chicago and its suburbs have a well-developed public transit system, she is able to do a lot of reading on the train commute to work. She is frequently online and often visits social media sites like LinkedIn and other sites that she needs to do the research for the organization she works for. Joan works as a selection committee member for a grant-providing organization, and is currently researching the GPTCHB to learn about the organization because she knows very little about American Indians or tribes. Joan is dedicated to helping people and finds her profession rewarding. She despises the inequalities in the world and is proud to work for an organization helping to make a difference.

4. Profile for typical prospective employee looking for career opportunities with the GPTCHB :

Laura is a 32-year-old wife with two children who resides just outside of Rapid City, South Dakota. She has a bachelor’s degree in social work and is looking to transition into the nonprofit field after losing her job due to budget cutbacks with the state. She has two cats, Harvey and Stella, who are siblings. She is passionate about spending quality time with her friends and family and nurtures the relational bonds around her. In her spare time, she browses social media sites and Rapid City Journal online, reads nonfiction books about finance, or reads the latest issue of Redbook. She infrequently watches television, but when she does, she watches the news or typical prime-time shows. She and her family occasionally eat out at fast food restaurants, cafes or diners, but typically eat at home. She dresses business casual for work, and normally shops at Rushmore Mall, Walmart, Target and Gordmans. She keeps her 2007 Subaru Outback as clean as she can and in

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good running condition. She is concerned about health- and education-related issues, and hopes to work in a field where she can make a difference with those matters. Currently unemployed, she frequently worries about money and finding a job which will use her strengths. She recently found out about the GPTCHB and hopes to find a position within the organization should one open up.

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CompetitionDue to the territory the Great Plains Tribal Chairmen’s Health Board encompasses, there is no other collective competition for GPTCHB other than similar organizations existing in other parts of the country for different assemblies of regional tribal nations.

These include:• Alaska Native Tribal Health Consortium• Albuquerque Area Indian Health Board• California Rural Indian Health Board• Great Lakes Inter-Tribal Council• Inter Tribal Council of Arizona, Inc.• Northwest Portland Area Indian Health Board• Montana-Wyoming Tribal Leaders Council• Oklahoma City Area Inter-Tribal Health Board• United South and Eastern Tribes, Inc.• Seattle Indian Health Board

Competition does exist regionally when individual tribes compete for the same grants and resources that GPTCHB provides for them. Instances where there may be the appearance of competition occur if the GPTCHB Board of Directors, which is comprised of the tribal chairpersons and presidents of the Great Plains tribes, determines that collective grant and/or resource proposals will serve the greater good of all tribes in the region. Competition also exists when states, cities and counties apply for the same population-based grants as GPTCHB.

Brand ArchitectureGPTCHB facilitates the following programs and subprograms:

Behavioral Health and Recovery Department Great Plains Access To Recovery (GPATR) Program

Community Health Department Northern Plains Comprehensive Cancer Control Program

(NPCCCP) Great Plains Good Health & Wellness (GPGHW) Program Great Plains Partnerships to Improve Community Health (GPPICH)

Program Great Plains Colorectal Cancer Screening Initiative (GPCCSI)

Program

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Maternal and Child Health Department Northern Plains Healthy Start (NPHS) Program Early Childhood Comprehensive Systems (ECCS) Program

Northern Plains Tribal Epidemiology Center (NPTEC) Science and Applied Informatics Sexually Transmitted Infections/Teen Pregnancy Prevention

Initiative (STI/TPPI) Program

Training and Education Department Pathways to Healthcare Professions (PHP) Program Health Insurance Exchange Navigator Program (Navigator

Program) Business Planning & Development

ConclusionThe Great Plains Tribal Chairmen’s Health Board needs to develop its brand in order to establish its presence and trust within the community. Brand development will also establish consistency within the organization, making the mission, goals and practices known to everyone.

With little competition, and a well-identified audience, the GPTCHB has a high likelihood of asserting itself as the go-to organization for Native American health information, advocacy, research, education, assistance and outreach in the area.

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Appendix A: Short GPTCHB Descriptors

22-Word Company Description

Great Plains Tribal Chairmen’s Health Board serves as a formal representative for Great Plains tribes with regard to IHS and HHS matters.


Great Plains Tribal Chairmen’s Health Board provides the tribal nations of the Great Plains region with formal representation as a means of communicating and participating with the Great Plains Area Indian Health Service and other Health and Human Services entities on health matters.


Founded in 1986, Great Plains Tribal Chairmen’s Health Board serves as an advocate and liaison to U.S. Department of Health and Human Services entities, including the Indian Health Service, and state and local partners on behalf of its 17 member tribes and one Indian Service Area in the Great Plains states of South Dakota, North Dakota, Nebraska and Iowa. In addition, the nonprofit organization works with tribal communities through its multifaceted research, preventive, outreach, academic, recovery support, technical assistance and epidemiologic programs to improve the health status of and eradicate health disparities among the region’s 170,000 tribal members.

30-Second Elevator Pitch

Great Plains Tribal Chairmen’s Health Board provides quality public health support and health care advocacy to the tribal nations of the Great Plains states of South Dakota, North Dakota, Nebraska and Iowa by utilizing effective and culturally credible approaches. Our vision is that all tribal nations and communities in the Great Plains will reach optimum health and wellness through lasting partnerships with health organizations and embrace culturally significant values that are empowered by tribal sovereignty.

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Appendix B: GPTCHB Communications/ Visual BrandingLogo

The following are guidelines on how to use the official GPTCHB logo. GPTCHB departments/programs are prohibited from creating their own logos. Any program with a logo upon the adoption of the new GPTCHB logo/brand strategy may use their logo until the end of the program.

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About the GPTCHB Logo

The GPTCHB logo was officially adopted on January 27, 2014 and was designed by Whitney Rencountre II. The logo incorporates the many great values and traditions of the Great Plains Tribes. The clean, modern and culturally relevant image promotes wellness and health for the Great Plains people and also promotes the mental, physical, emotional and spiritual balance of family. The buffalo was used as an important part of our relatives as the buffalo provided food, clothing and shelter and symbolizes caring and compassion. The eagle was used to represent prayer and respect while the tree depicts life, prayer and generosity.

Color Scheme

The GPTCHB color scheme is as follows:

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Color Codes

RedRGB: 70, 0, 0

CMYK: 46, 86, 77, 70

BlueRGB: 77, 132, 199CMYK: 71, 42, 0, 0

TanRGB: 198, 153, 105CMYK: 22, 40, 66, 1

BlackRGB: 0, 0, 0

CMYK: 75, 68, 67, 90

WhiteRGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Typography

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Great Plains Tribal Chairmen’s Health Board’s primary font is Candara. Secondary fonts that may be used are Calibri and Times New Roman.

Fonts varying from these may be used for email and other informal means of communication. However, employees are expected to use fonts that are easy to read.

Recommended:Calibri Arial Times New Roman Candara

Not Recommended:Apple Chancery Bradley Hand Lucida Calligraphy

The color of font for any material must adhere to or complement the official GPTCHB color scheme.

Naming

In order to adhere to the GPTCHB brand and to maintain consistency with standard professional writing practice, it’s important that all titles are displayed in the same manner when presented on marketing materials, official documents and other GPTCHB communications. Therefore, when referring to the organization or any of its programs, the full title must be spelled out on the first reference with the acronym in parentheses following.

Examples: Great Plains Tribal Chairmen’s Health Board (GPTCHB) Great Plains Access to Recovery (GPATR) Program

After first reference, just the acronym may be used. This practice should also be utilized when referring to any outside organization or entity.

For example, please see the following list of commonly used HHS offices: Indian Health Service (IHS) Health Resources and Services Administration (HRSA) Administration for Children and Families (ACF) Centers for Medicare & Medicaid Services (CMS) Centers for Disease Control and Prevention (CDC) National Institutes of Health (NIH) Substance Abuse and Mental Health Services Administration (SAMHSA) Agency for Healthcare Research and Quality (AHRQ)

When referencing the tribal entities that GPTCHB represents, they should be listed alphabetically as outlined below:

Member tribes, along with reservations/communities served, include: Cheyenne River Sioux Tribe – Cheyenne River Reservation Crow Creek Sioux Tribe – Crow Creek Reservation

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Flandreau Santee Sioux Tribe – Flandreau Reservation Lower Brule Sioux Tribe – Lower Brule Reservation Mandan, Hidatsa & Arikara Nation(Three Affiliated Tribes) – Fort

Berthold Reservation Oglala Sioux Tribe – Pine Ridge Reservation Omaha Tribe of Nebraska – Omaha Reservation Ponca Tribe of Nebraska – Ponca Service Delivery Area Rosebud Sioux Tribe – Rosebud Reservation Sac & Fox Tribe of the Mississippi in Iowa/Meskwaki Nation – Meskwaki

Settlement Santee Sioux Tribe of Nebraska – Santee Reservation Sisseton-Wahpeton Oyate of the Lake Traverse Reservation Spirit Lake Tribe – Spirit Lake Reservation Standing Rock Sioux Tribe – Standing Rock Reservation Trenton Indian Service Area Turtle Mountain Band of Chippewa Indians – Turtle Mountain

Reservation Winnebago Tribe of Nebraska – Winnebago Reservation Yankton Sioux Tribe – Yankton Reservation

Imagery (Photography)

Imagery and photography used to advertise or represent GPTCHB should be consistent with GPTCHB’s core values and identity. All programs are expected to take pictures at community events, meetings or any other applicable occurrence/event in order to ensure a sufficient stock of photos. While staff may obtain their own copies of photos, all photos must be stored in the Q drive under the Program Pictures folder.

Each photo should be saved in the appropriate program file using the following format:

Date – Program – Event

Example: 3-5-15 – NPTTTAC – Sisseton Health Fair

Staff must ensure that the official GPTCHB Photo Release is completed for all photos and uploaded to the Q drive.

In addition to organizational photos, a small supply of stock photos are kept in the Q drive. These photos can be used by all staff when creating marketing materials.

Press Releases and Media Communication

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Employees may submit the necessary information to the Communications & Executive Affairs Coordinator for him or her to write a press release. All press releases must adhere to the GPTCHB Official Press Release Template and be edited and approved by the Communications & Executive Affairs Coordinator and Director of Human Resources & Communications.

When requesting a press release to be written, please include the following: Reason for press release with details

o For example, if the press release is covering an event, include the title, date, time, sponsors, theme, etc.

Any individuals with their contact information who may need to be interviewed

The time frame that the press release needs to be completed in

Please allow at least one week for writing and/or editing of press releases.

Advertising

Newspapers/Magazines/Online BannersAll ads must be edited and approved by the Communications & Executive Affairs Coordinator and/or Director of Human Resources & Communications. The GPTCHB name and/or logo must be dominant. TV/Radio AdvertisingAll scripts must be edited and approved by the Communications & Executive Affairs Coordinator and/or Director of Human Resources & Communications.

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Promotional ItemsSwag:All swag materials should be consistent with or complement the GPTCHB official color scheme and utilize one of the official GPTCHB fonts. Apparel:All apparel should be consistent with or complement the GPTCHB official color scheme and utilize one of the official GPTCHB fonts.

Official Letterhead

The official GPTCHB letterhead must be used for all letters. No employee may alter or change the official letterhead.

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Email

In order to portray a consistent, professional image, employees are expected to adhere to one of the following email signatures:

NameTitle

Great Plains Tribal Chairmen’s Health BoardProgram Name1770 Rand Road, Rapid City, SD 57702(P) 605.721.1922 (F) 605.721.1932

or

NameTitleGreat Plains Tribal Chairmen’s Health BoardProgram Name1770 Rand Road, Rapid City, SD 57702(P) 605.721.1922 (F) 605.721.1932

NOTE: Backgrounds, quotes, and images other than the official GPTCHB logo cannot be used.

Business Cards

All employees must utilize the official GPTCHB Business Card template. While contact information should be changed, changes to the layout or design elements of the template are prohibited.

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Handouts/Flyers

While handouts and posters will vary based on content/need, all handouts and posters should complement the GPTCHB color scheme to ensure a consistent look. Programs and departments may utilize the official GPTCHB handout/poster template or request a handout/flyer to be made by the Communications & Executive Affairs Coordinator. The GPTCHB logo and name must be dominant on all handouts and flyers.

Handouts and flyers should be reviewed and approved by the Communications & Executive Affairs Coordinator and/or Director of Human Resources & Communications.

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Conference/Trade Show Packet

For use at conferences/trade shows, departments and/or programs should utilize trifold display boards that are a minimum of 36 inches tall by 72 inches wide with three panels measuring 24” x 33” that include a sign at the top with the GPTCHB logo and name. Programmatic information may be included on display boards.

Banners of varying sizes may be used however should adhere to the GPTCHB color scheme and the GPTCHB logo and name should be dominant.

Other important elements to include: Signage – Name of printer that created the board Info Request Cards Standard Marketing Materials Promotional Items which may include but are not limited to

o Penso USB’so Notepads

PowerPoint Presentations

The official GPTCHB PowerPoint Presentation template must be used for all formal presentations. The only exception to this is for informal internal presentations. PowerPoint presentations used for formal presentations should be reviewed and approved by the Communications & Executive Affairs Coordinator and/or Director of Human Resources & Communications. Official PowerPoint Template:

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Newsletters

Programs and departments are encouraged to utilize the official GPTCHB newsletter template and the GPTCHB logo and name should be dominant.

Newsletters should be reviewed and approved by the Communications & Executive Affairs Coordinator and/or Director of Human Resources & Communications.

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Brochures

While brochures will vary based on content/need, all brochures should complement the GPTCHB color scheme to ensure a consistent look. GPTCHB has an official brochure template that programs may use. The GPTCHB logo and name must be dominant on brochures and shall complement the GPTCHB color scheme.

Brochures should be reviewed and approved by the Communications & Executive Affairs Coordinator and/or Director of Human Resources & Communications.

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Social Media

GPTCHB has official Facebook, Twitter and LinkedIn.com profiles:• https://www.facebook.com/gptchb• https://twitter.com/GPTCHB• https://www.linkedin.com/company/great-plains-tribal-chairmen's-

health-board

Programs may not create their own social media pages, but may request certain information to be posted. Those requests should be sent to the Communications & Outreach Coordinator and/or Director of Human Resources & Communications.

Email Marketing

GPTCHB utilizes an email marketing system called Constant Contact. Newsletters, flyers, event registration and more can be done through Constant Contact. If you have an email marketing need, please contact the Communications & Executive Affairs Coordinator and he or she can create and send your message via Constant Contact.

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Executive Summary - GPTCHBgptchb.org/.../11/2015-2016-GPTCHB-Brand-Strategy.docx · Web...

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Transcript of Executive Summary - GPTCHBgptchb.org/.../11/2015-2016-GPTCHB-Brand-Strategy.docx · Web...