brand thro p ology

8/8/2019 Brand Thro p Ology

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An Introduction to Highly Evolved Marketing


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Getting Where You Need to Go?...

Highly evolved marketing happens when new marketing technologies are seamlessly integrated with traditional media and informed by good old fashioned strategic planning. The result? Websites, emailcampaigns, traditional print advertising, on-line marketing efforts are all coordinated in intelligent ways

to achieve your marketing goals.


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Whats a Brandthropologist?...

Mix one part brand strategist, one part cultural anthropologist and one part new technologist -- youvegot a good start. Our brandthropologists take their work but not themselves seriously. Weve beenout in the world working with companies such as Procter & Gamble, Hong Kong Travel & TourismBoard, Visa and PepsiCo. And were having fun bringing these skills and disciplines to Burlington, VT.

Matt DoddsChief Brandthropologist

Anne DoddsMedia Brandthropologist

Erika Hardy Creative Brandthropologist

Justin CampfieldPR Brandthropologist

Jonathan WilsonInteractive Brandthropologist

Nicholas SzumowskiSEO Brandthropologist


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Our Clients...

We prefer to work with fewer clients and to work with them more deeply. This allows us to get to know their marketing challenges -- and to work beyond just the promotion element of the marketing mix. Were especially proud of the way that we work over time in delivering value for our clients


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Research...

Theres an art to our business and theres a science to our business. We think the former becomes alot more effective when its informed by the latter. Which is why we perform any number of researchprojects on behalf of our clients on a regular basis.

Four Walls Exercise Internal & External Interviews Brand Tracking Research Press-Ganey Review & Analysis

Four Walls Exercise Internal & External Interviews Google Analytics Tracking

Four Wall Internal & Avatar Re

Focus Group Research Google Analytics Implementation

& Tracking


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Ever Built a Pyramid?...

We can build this together. A brand pyramid outlines in a nutshell how and why consumers shouldselect your brand. Take these two examples weve made for our clients. Both are based on significantresearch, and define relevant, differentiated benefits that set them apart from their competitors.

CVMCs Thematic Campaign Pyramid CNBs Campaign Pyramid


7/27

Identity Work...

We love identity work. Each project is unique; for some, like SafetyCaps, we create an intimate & fun pres-ence. For others, like our work for digitumbra, we project modernism & professionalism. It depends on eachclients unique needs, and to whom they are trying to appeal.


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Identity Kits...

See a recent example of our identity work above. Its for Palmer Engineering Company, one of Atlantaslargest structural engineering firms. Beyond the identity work shown here, we are also working with themon their website and recruiting efforts.
http://palmerengineeringcompany.com/http://palmerengineeringcompany.com/


9/27

Websites...

Look at our interactive work. But even more importantly, look at how it interrelates with our off-line work. Whether its a huge site like that for Champlain National Bank, or a small boutique site like that for the Vermont Hickory Open, we get it orchestrating different media to open the sale and others toclose the sale. Click here to view our web gallery.

kyledetarnowsky .com champlainbank.com gk-architects.com
http://www.brandthropology.com/webworkhttp://www.brandthropology.com/clientwork/vnc/website/http://www.champlainbank.com/http://www.gk-architects.com/http://www.gk-architects.com/http://www.champlainbank.com/http://www.brandthropology.com/clientwork/vnc/website/http://www.brandthropology.com/webwork


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Radio...

Radio is a great tool for local marketers, especially considering its affordability. Yet so many local radioads are just plain crap. Thats unfortunate, because we feel the medium is a great venue to displaycreativity, especially via theater of the mind.


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Print Campaigns...

After a five agency review, NMC selected us to guide their branding efforts. We led them through anextensive brand audit process. Its allowed us to help them tell their story, while reminding residents of all the excellent services that are available to them locally.

Inla e 2003, Jacks righ knee was bad. Icouldve livedwi h he pain...bu Iwan ed obe able oplay gol wi h my grandsons.He came olocalphysicianDr. Rober Beatie, andwas soon tedwi hareplacemen join a NMC. Recen ly, his lef knees ar edcausing himpainand he came ous again. Shor ly aferknee replacemen surgery, Iwas bending my knee anddoingexercises. I was acomple e success. Te or hopaedicservice uphere ar exceeds every hing ha Ive seenelsewhere. I s givenme back he game Ilove!

Formore in orma iononor hopaedicsurgery callJane a 802-524-1280orvisi : www.Nor hwes ernMedicalCen er.org.

NewMobility

JackHurlbut,St. Albans

SaintAlbans,Vermont

Te soldiers o he USArmys 131s Engineering Company haddecidedaheado ime; hey wouldall sacrifce heirpersonalin erne ime or heirbuddy Kevin, whose wi e was expec ing heirfrs child. Tis allowedKevin, wi h alitle help rom heFamily Bir hCen ernurses and he I olks a Nor hwes ern MedicalCen er, oexperience he bir ho his daugh erPay on while ondu y inIraq, hal aworldaway.

Formore in orma ionabou ahospi al ha goes alitle ur her o care ori s communi y, callJane a 802-524-1280orvisi : www.Nor hwes ernMedicalCen er.org.

The Little Things

KevinandLindsayJarviswiththeirdaughterPayton(now nearly2), Fairfax,Vermont

Wendy Campbello Swan onhas beendiligen abou atending herangramindica edshe hadalumpsosmall ha i couldno ye be el wi hDr. Michelle Sowden, andwi hin hree days, hersurgery a NMcanceris inremission. Wendys now enjoying he company o hernew

Formore in orma iononfnding adoc orandscheduling yourow www.Nor hwes ernMedicalCen er.org.


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Print Campaigns...

When you look at our work, youll see the level of consideration and continuity we bring to our clientsmarketing challenges. This may be one reason that our work for Central Vermont Medical Center earned

first place in the New England Society for Health Care Communications print advertising category.

Whenyourewakingup, HollyPryorisprobably goingtosleep. Andalot of peoplearegetting abetternightssleepbecauseof it. Havingoneof thecountrys nestteachingmedicalcenters operateastate-of-the-artsleeplabat CVMC certainlyhelps.Ouralliance withDartmouthHitchcock itsanotherway ourcommunitymedicalcenterprovidesbig bene tstoour area.

HelpingcentralVermonters geta betternights rest.

Why is a DartmouthHitchcock medical technician in Berlin at 3:27am?


14/27

Print Campaigns...

How do you compete against national competitors such as Key Bank and Citizens Bank, who haveinvaded your marketing area with a rash of recent acquisitions? Simply put: go local. We helpedChamplain National Bank find its voice via our Your Community: Bank on it campaign.


15/27

Print Campaigns...

Our work for Northern Insuring is helping them to dramatically illustrate the depth and breadth of theirinsurance and employee benefits service offerings. And our Buttoned up tagline highlights reasonscustomers (enterprise, corporate & personal) should select Northern over competitors.

At 7:33am on April 1 8th, Mountain LakePBSs tower crashed to the ground. Amajor catastrophe? Yes. However, withquick action on the part of the staff at PBS, as well as some favors fromsympathetic friends at places like TimeWarner, WPTZ & WCAX, the signal wassoon back on air.

We couldnt be prouder to have playeda small part. We worked with MountainLake to write their policy. The tower,related equipment and some labor areinsured for $ 1 .7 million dollars. Fixingthe tower on Lyon Mountain may take

until October or perhaps longer. Butone thing is assured; the assets are thereto start rebuilding. And that will be atowering achievement for a firm thatunderstood how to manage its risks.

Mountain Lake PBS: Buttoned up by Northern

www.northerninsuring.com

Plattsburgh 561-7000 AuSable Forks 647-8100 Whitehall 499-0444 Massena 769-2404

Are your business assets buttoned up?

Plattsburgh 561-7000 AuSable Forks 647-8100 Whitehall 499-0444 Massena 315-769-2404

The William H. Miner Agricultural Research Instit ute: Buttoned up by NorthernIt may be called Miner Institute, but it has majorinsurance needs -- rom state-o -the-art laboratoriesto turn-o -the-century barns. Which is why, whenlooking or an insurance carrier, they did theirresearch. Their choice? The frm with the NorthCountrys strongest reputation, deepest resources,and most knowledgeable representatives.Are your business assets buttoned up?

www.northerninsuring.com

S t e v e M o o r e2 8 M o n t c a l m A v e .B u s in e s s I n s u r a n c e Co v e r a ge

Condo Pharmacy: Buttoned up byWhen you run a family ownright insurance partner is nowhy, for two generations, Cmanagement has been the strongest reputation, deepeknowledgeable representati

Are your business ass

Plattsburgh 561-7000 AuSable Forks 647-8100 Whitehall 499-0


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Photography...

We understand the power of imagery, and work with our clients to capture those moments that besthighlight their strengths. Sometimes this means that we take the photography ourselves, sometimeswe work to find existing photography that delivers on the strategies weve developed with our clients.


17/27

Newsletters...

Weve worked with Central Vermont Medical Center to dramatically improve the quality of their commu-nications -- both to external and to internal audiences. Above you can see an example of the medicalcenters Centerpost newsletter.

C

At a Glance...

Trustee Profile: JanCody pg 2ConstructionUpdate pg 3CVMC OpenHouse pg 3CapitalCampaign pg 4K a y C u rt i s p g 4Rose BlackAwards pg 5Wo od r i dg e p g 6VolunteersAbroad pg 8N e w ED D o c s p g 9Employee Profile: Dixie Mercier pg 10Nurse Researchers pg 11NewMidwife pg 11Above & Beyond pg 12

TheCenterPostisproducedandeditedbytheCVMCDepartmentof CommunityRelations&Development

DanielL . Pudvah, Vice President daniel pudvah@hitchcock org

Editor: SusanKrutherssusan kruthers@hitchcock org

Photographer: HjonisHan son hjonis hanson@hitchcock org

Early thissummer trusteesat CentralVermontMedical Center announced theappointmentof Judy Tarr of Damariscotta,Maine, asthe newPresidentand Chief

Executive Officer The appointmentwillbe effective September 10, 2007, accord-ing toJohn Nicholls, Chair of the CVMCBoard of Trustees

I am pleased to reportthatthe recruit-mentprocess wasvery inclusive and thor-ough We reviewed anoutstanding groupof candidatesfrom a nationalsearch andour decisionwasunanimoustooffer the

Judy Tarr appointed president & CEOpositionto Judy Tarr,said Nichollsinmaking the announcement

Tarr hasbeen Presidentand CEOof MilesHealthcare since 1993 Miles

HealthCare islocated inDamariscotta,Maine, consisting of a hospital, nursingfacility, assisted living facility, congre-gate house/independentliving facility,physicianpractice and home healthagency She willbe the fourthP resi-dentand CEO of CVMC, since itwasestablished in1968

Th

S mm 2007Central VermontMedical Centers Quarterly Newsletter

JudyTarr- NewPresident& CEO

T h a n k y o u ...Dear CV MC Family ,

W ords cannot expr esst he appreciation I feel for the w onder f ul and w arm retir ement send off . e readings, the best w ishes, t he scholarship f und, t he food (and icesculpt ure!)a nd ow ers, memor ya lbum, and g ifts wer e over welming .Please k now t hat I t r uly feelf ort unat e t oh av e k now n and w ork ed w it h all of you.Y ou all are gr eat! Keep up t he good wor k and thank y ou all som uch.

Dariareceivesa memoryalbumatherretirementparty.Morephotosfrom thepartycontinuedonpage 2.

8

MaureenMcQuiggan RN, currently ananalystin CVMCsHISdepartment andSusanBecker RN, director of care man-agement, spent10daysin the spring of 2006inthe hillsof Guatemala

Like somany eventsin our lives, thisone wassparked by their childrensinterests Maureensdaughter MaryTeresa wenttoGuatemala withMir PaceInternationalwhenshe was a senior atMontpelier HighSchoolback in2004Rose followed inher sistersfootstepsasan eighthgrader and thenpulled inmomMaureento assistwithf undraisingwhenshe wasa highschoolfreshmanSusansson Chrisdecided tocheckoutthe opportunity togotoGuatemala as ateenvolunteer Maureenand Susanfoundthemselvestwoof the five chaperoneswhoaccompanied 25highschool stu-dents, the majority fromMontpelier HighSchool, toTamah, Guatemala

Mir Pace Internationalis a programforvolunteer teenstoprovide humanitarianaid The organizationiscommitted topro-viding worldwide humanitarianrelief anddevelopmentprogramsin order toreducevulnerability, alleviate humansuffering,and restore the self-sufficiency and liveli-hoodsof disaster-affected populations,while fostering culturalunderstanding

and volunteerismthroughInternationalHighSchoolMission (IHSM)programs

The firstindicationof whatwas tocomeoccurred before the busleftMontpelier

Mostof the studentshad about$100spending money for the trip Maureenexchanged their money for Guatema-lancurrency and whenhanding itbackexplained thattheir spending money wasenoughtobuild twohousesin Guate-mala

The group stayed ina smallvillagewhere the richpeople lived RichinTamah meantthateveryone had electric-ity and abouthalf had indoor plumbingIronically, Habitatfor Humanity builttwonice housesinthe village whichweresitting unoccupied because novillagerscould afford the $30per monthrent

Mostof the people inthe area wereMayanand althoughsome Spanishwasspokenin the village, nativesin the sur-rounding mountainhamletsspoke twodifferentMayan dialects, oftenunable tocommunicate witheachother

They arrived onEaster weekend andwere privileged toobserve the religiousfervor of the villagersasthey celebratedtheir Easter rituals Cobblestone streetswere covered withdyed sawdust, placedinpatterns simulating orientalcarpets

During the Easter vigil, village inhabitantswended their way up a mountainpathholding lighted candles, creating a mov-ing tableaux

Althoughmostof the workthey did,tearing downand building houseswasinsmallimpoverished settlementsonthe side of the mountain, they ate threemealsa day backin the village where theyslept Mir Pace hired a large multi-gener-ationalfamily tocookfor the volunteersThe volunteersand the family ate allof their mealstogether

Maureen, Susanand another chaper-one shared quartersinthe home of theMoranfamily They had three childrenand were relatively welloff because thedad wasa schoolteacher There wasacold water shower witha cementblockfloor, cementwalls, noshower curtainand cockroachesrunning up and downthe walls The taskof killing cockroachesfelltoSusan, bravest of the three room-mates Maureenresorted totying up herluggage ina big trashbag every nighttokeep the bugsout

The group builtthree houseson thistrip toreplace structuresliterally createdoutof sticksand mud The newhouseswere cinder blocksquaresthat boastedwindowcut-outsbutno glassor otherprotectionagainstthe bugsand the ele-ments Thissmallstructure, nobiggerthanmany of our offices, would house anextended family of 8to14people Thesepeople had nothing There wasnofurni-ture They wove banana leavesintomatstosleep on Maureendescribed one littleboy laughing hishead while chasing micewitha stick, whacking itonthe head andthenwaving itaround

Divided intothree sub-groups, Mau-reensgroup wasdropped off atthe footof a mountainwitha 25minute walkuptothe house they were working on Shesawa little girlaboutseven yearsold,severely underweightand obviously mal-nourished withmatted hair thatlooked(cont onpg 9)

Thisis the second ina seriesofinterviews withCentralVe rmontMedicalCenter personnelwho have done volunteering ontheirtime off,inother countriesor states. Ifyou feelyou havean experience thatcould be included, please contactthe authorat371-4197or email

[email protected]

SusanBecker, RN and hersonChris with MaureenMcQuiggan, RNand herdaughterinGautemala.

Dr. Kalev Freeman& Dr. Robert A

Volunteers Abroad by Susan Kruthers

CVMC welcomes new Emergency Department Dohisspare time Dr Amburgey playsbasket-ball, enjoysbackpacking and hiking, andislearning toplay golf

Alsojoining the CVMC EmergencyDepartmentisKalev Freeman, M D , Ph DDr Freemanparticipated inthe MedicalScientistTraining Programatthe Uni-versity of Colorado, a NationalInstitutesof Health-funded programfor combinedM D and Ph D training He received hisBachelor of Science degree fromtheUniversity of Michigan Dr Freemancom-pleted hisInternship inSurgery attheUniversity of Coloradoand Denver HealthMedicalCenter He did hisresidency inEmergency Medicine atBostonMedicalCenter, anEchocardiography elective atMaharaj Hospital, Chiang Mai, Thailandand a PediatricEchocardiography elec-tive atThe ChildrensHospitalin Denver,Colorado

Dr Freemanhas beenextensively publishedand he wasa mentor atthe City SchoolSum-mer ProgramatBostonMedicalCenter and amusictherapy volun-teer inthe Departmentof Pediatricsin col-laborationwithBerkleeCollege of Music

Inhis spare time he

Tamah, Guatemala Mir Pace International

Dr Philip Brown, MedicalDirector of CentralVermontMedical CentersEmer-gency Departmentannounced thattwodoctorshave beenadded tothe existingEmergency Department We antici-pate thatbetween29,500and 30,000patientswillbe evaluated by CVMCsEmergency Departmentthisyear, notedDr Brown

Dr RobertAmburgey received hisM Dfromthe University of CincinnatiCollegeof Medicine and did hisEmergency Medi-cine Residency atWake ForestUniversityBaptistMedicalCenter, Winston-Salem,NorthCarolina Hisundergraduate workwasdone atMichigan State Universitywhere he earned a Bachelor of Science,CumLaude inHumanBiology

While atthe University of CincinnatiCollege of Medicine he wasteamcaptainof the intramuralbasketballteam, co-cap-tainof the flag footballteamand foundedthe Locker Room,an after-schoolpro-gramfor urbanadolescentmales inthegreater Cincinnatiarea On why he chosetojointhe CVMC team, Dr Amburgeysaid, Itsanex traordinary combinationof a wonderfulplace tolive and greatpeople toworkwith

Dr Amburgey and hiswife, Dr LaurieAmburgey, a highriskobstetrics Fellowatthe University of VermontsFletcher AllenHealthCare, live inSouthBurlington In

CorrectiontThe web addressfo

iswww Hand

enjoysplaying blueglin, snowboarding, maccompanying hiswUniversity of Vermotiontrips I feelveropportunity toworkarificreputation, whila state knownfor itsbluegrassmusic

Dr FreemanandMcHenry live inDu

(Mir Pace, cont frompg 8)like ithad never beencombed She hadbugson her and waswearing a nightgownthatcovered only abouthalf of her bodyand wasallripped She wasnotwiththeother kidsand looked lostand frightenedLater, Maureenasked the priestand thegroup leader aboutthischild wholookedlike a ghost The child wasretarded andtherefore they didntfeed her, notoutof malice, butbecause they couldnt, theycouldntfeed themselves Uponhearing

thisexplanation, Maureenstarted cryingand screaming There wasa lotof crying

onthistripThe teenswere exposed tosituations

they never imagined: the 14-year-old girlwitha 15-year-old husband, expectingtheir firstchild; the womanwithsix orsevensmall childrenliving withher par-entsbecause her husband wentinsaneand kicked themallout; thisfamilyschil-drenallweaving clothand yetowning lit-erally only the clothesontheir back, andwearing nounderwear, nobras, nosocks

Bothwomenwere profoundly impactedby the experience Itgave me a huge

appreciationfor whahere,summed up Mtalked aboutthe incrnectionand howevepeople had very littlehappy

Susanplanstogobcoming spring Maugoagain, butneedsrecover fromher encand crawling insect

For morewww mirapace

... v

k


18/27

Direct Marketing...

Our client put it this way in Vermont National Country Clubs member newsletter: Our August promotionwas our most successful end of the summer program in the history of Vermont National. Our combineddirect mailings and free standing inserts have helped sign up 40 new members this year, exceeding theclubs initial estimates by mid-season.

Free Standing Insert in targetedlocal papers

Direct Mail in Translucent Envelope sent to

upscale database

Direct Mail Unfolded


19/27

Direct Marketing...

Our recent promotion for Northwestern Medical Center -- a coordinated effort between direct mailings toarea physicians and newspaper ads targeting patients -- created the single greatest return on investment

for any marketing campaign the hospital has conducted to date.

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Do you have patients that want their MRIs quickly, but the wait times forprocessing at your regular institution are unacceptably long? At Northwest-ern Medical Center in St. Albans, you can have an MRI scheduled withina week -- in fact, in most cases, we can complete an MRI for your patients within the same day.

Formore informationonourMRIservices orto schedule anappointment,please callus at524-1058 , ortoll-free fromwithinVermont:800-696-0321 ,extension1058.

Want Your MRIs ASAP?

www. Northwestern Medical Center .org

I dont want to wait 4 weeks for an M.R.I. !

Direct Mail postcards sent to adatabase of local physicians

Newspaper Print ad

Want your MRI ASAP?

I you have an illness or an ailment that requires an MRI, inatural that you want to be examined and fnd out the resultquickly. Yet the wait times or MRIs at many medical aci be lengthy -- up to our weeks. Talk to your physician. Letknow that at Northwestern Medical Center in St. Albans, yget in or an MRI within a week -- in act, in most cases, wcomplete your MRI within the same day.

Formore in ormationon ourMRI services orto schedule anapointment orthe care youneed, please callus at524-1058 , ortoll- ree romwithinVermont:800-696-0321 , extension1058.

www.northwesternmedicalcenter.org

I dont want to wait 4 weeks!


20/27

Annual Reports & other Collateral Material ...

Weve created a great number of collateral materials for CVMC -- from annual reports to medical prac- tice brochures to lobby banners. Were extremely proud of how unified weve kept the look and tonalityof the medical center s communication materials.


21/27

Sales Kits...

Weve worked with Northern Insuring to brand their process. Weve suggested this because we believeit illustrates a meaningfully differentiated benefit -- as the North Countrys largest insurance provider,

they have capabilities and personnel that their competitors do not possess.

Pocket Folder with Die Cut Process Overview Sheet

Tabbed Product One Sheet


22/27

Brochures...

OK, so we arent exactly Country Club types. But we can always learn cant we? Here is an example of our work -- a pamphlet Vermont National is using with great effect in promoting membership sales.


23/27

Package Design...

We also have experience with product packaging. The above designs are for PocketWizard, a line of flash synchronization tools for high end photography applications.


24/27

Public Relations...

Not all marketing communications have to be paid advertising. We get a lot of coverage for ourclients by the skillful use of press releases and other public relations strategies. We estimate that forCVMC alone our efforts have helped generate $175,000 worth of media exposure in 2006.


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Media Planning...

Our media planning has been a strength since we opened our doors in 2005; our media planning pro-cess is directly derived from Matts years with the Procter & Gamble company. Weve got theknow-how and the buying clout to get you where you need to go.


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Can we arrange a time to present?

www.brandthropology.com

862-2400 x22

[email protected]

brand thro p ology

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