General Article
The Center's new marketing and branding strategy, which was announced in the May 19 issue of Center News, generated a number of follow-up questions and comments from faculty and staff. Most were about the revised logo and tagline, which are the most visible components of the overall plan.
Approximately 20 people attended five brown-bag sessions to learn about the marketing strategy and the rationale for many of the changes. Answers to the most frequently asked questions are included below, along with comments from faculty, staff and the target donor audience.
The logo and tagline are small parts of a five-year marketing strategy to raise the level of funding needed to support our research initiatives. While some of the marketing efforts will focus on increasing awareness of the Center nationally with individuals and charitable foundations, others will support Development's donor-identification and donor-cultivation activities.
"I want to thank the faculty and staff members who shared their thoughts and opinions and attended our brown-bag sessions," said Linda Gainer, vice president of External Affairs and Communications.
Q: What are some of the other elements of the brand?
A: Market research of target donors showed that the Hutchinson Center's emphasis on cutting-edge science was an extremely positive attribute that differentiates us from other institutions. Research also indicated that our science messages need to be balanced with human, life-affirming messages. This is the essence of the new brand.
The brand includes a new color palette, which is inspired by our Northwest environment, and images of people and nature, again drawn from the Northwest. We learned through our market research that images of people help connect the viewer with our science and our researchers on a personal level. Images drawn from nature connote a sense of health and well-being. All of these elements will help make our materials and Web site more engaging and help differentiate us from other institutions.
Q: Why was the double helix eliminated from the logo?
A: We researched the public's awareness and understanding of the logo's double helix mark. We found that when the mark was separated from our name, the public was not aware of what it meant or represented. Successful marks are those that can stand alone without the name of the associated product or organization and still be understood and identified by the public. The Nike swoosh is an example of an effective mark.
Q: How will changing the tagline and logo help us increase the amount of money we raise each year?
A: Changing our tagline and logo, by themselves, will not help us raise additional funds. The establishment of our brand identity is an element of an overall marketing plan created to support critical fund-raising efforts. The plan was developed to set us apart from other institutions and to claim a unique position of significance in donors' minds. We will need to activate all of the strategies within the plan to raise $40 million on an annual basis. The marketing plan also includes:
Q: How will the success of the marketing plan be determined?
A: Measuring the success of any marketing effort is a challenge and takes some time. However, we will be able to deem our marketing efforts successful if we are able to raise $40 million annually within the next few years.
Q: How can I get a copy of the new logo?
A: The new logo and guidelines on how to use it will be available for download on the Center's Web site by July 1. In the meantime, please direct immediate logo requests to Gordon Todd in External Affairs and Communications at gtodd@fhcrc.org or (206) 667-6048. Contact Ruth Ross in the Purchasing Department at rross@fhcrc.org or (206) 667-4833 if you have questions about new letterhead or business cards.
Q: When can I use the new logo?
A: You may begin using the new logo immediately. However, we encourage everyone to use existing supplies of materials with the old logo before ordering new supplies.
Q: How will you ensure that research efforts are not adversely affected?
A: There are many long-term studies that rely on the recognition and awareness of our old logo to ensure the continued involvement of the participants. We obviously do not want the use of the new logo to jeopardize these studies. In these cases, we will work with you to determine how best to continue to use the old logo that participants are familiar with while migrating to the new logo. In these cases, please contact Linda Gainer at lgainer@fhcrc.org or (206) 667-2856 or Kit Herrod at kherrod@fhcrc.org or (206) 667-5543.
"The new logo seems fine, I like the blue. I'll miss the helix, but it looks good. The new tagline sounds and looks nice. Print materials look good, as does the color palette. I really dislike many things about the video, however."
"I really liked the video. I think it fits where we are headed."
"I think the new tagline is great. It shows the nobility of our work to benefit the greater good of society."
"I really like the new logo. But I don't like the new tagline — it seems vague. Whose life of science? The scientists? The patients? Neither really fits."
"The helix is an essential icon of who we are, not because it's linked with cancer, but because of the vast potential of DNA-related research."
"I'm glad the Web site will look more 'professional' — on par with other peer institutions."
"New marketing strategy appears scientific, laboratory-based mission of the Center. I work in PHS and my work involves women, not cells. Perhaps the human side could also be highlighted."
"I must confess I can relate to the new tagline, as spending 70+ hours a week working in the lab here is my life of science! Overall, I just think the new brand is too simple and bland. I also don't like all the different fonts on the logo. ... I guess if all of these changes bring more money through the door, no one will complain!"
"It conveys several positive attributes about the center. Dedicated to life and science, a long history of scientific study."
"The tagline makes me feel like it's not just men in white coats doing research. It's more than that — a bigger picture, people who care, etc."
"It linked science (which is your concern) and life (which is my concern)."
"I feel it represents a continual commitment of science research to better find cures."
"Emphasizes relationship between life and science."
"It's catchy and sends a clear message that their life is all about science."
"It's as positive as one can get about cancer."
"It shows that they are consistently trying to make life better for those ill."
