ABC Health Services Physical Activity Program

ABC Health Services will introduce a Physical Activity Program to promote healthy lifestyles and increase the level and quality of physical activity of teenagers. ABC Health Services delegates the task of creating the brand identity for the program to Adam, a Senior Project Officer. Senior management instructs Adam to focus on the creation of materials that create the Physical Activity Programs project brand identity.

Adams first task is to define the rules, templates and graphical standards to be used and re-used by everyone over the Physical Activity Programs lifetime.

Then Adam sets up a team of three (Amy, John and himself) to produce the templates for all written documents and marketing materials. The desired outcome is to keep the costs low, increase the value of the programs branding and guarantee the program maintains a standard layout across all of its written and graphic materials.

Adam schedules a meeting with Amy and John for 10.30 a.m. next Wednesday. He asks Amy and John to conduct a web search using the search phrase brand image signature elements before the meeting. He asks Amy and John to think about the logotype, logo, colours and tagline they should design for the program as they conduct the web search.

He also lets them know there will be a brainstorming session to decide the brand image they would like to adopt for the Physical Activity Program. He states that the image must define clearly what the program is about. Any signature elements must be able to be used consistently in the development of all: print materials such as brochures, posters and direct mail related to the program website and multimedia presentations that are engaging and capture the attention of the audience.

Questions 1. In the brainstorming session, what questions could Adam, Amy and John ask to help them determine the brand image for the Physical Activity Program?

2.What elements should they use to build the programs signature?

3. Develop a list of documents and marketing materials people working on the Physical Activity Program are likely to use over the life of the program.

4. What benefits does any organisation or program gain from an easily identified signature?

5. Write a three-paragraph notice to be placed on the Physical Activity Programs virtual team room section of ABC Health Services intranet site. The purpose of the notice is to explain the reasons for creating a program brand and using the programs signature in all correspondence, print and online material