公关力量：如何利用免费媒体和付费媒体推动成功的品牌重塑-.pdf

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1、Beth FriedmanSenior PartnerFINN PartnersTracey SchroederChief Marketing OfficerTruBridgeThe PR Power Play:How Earned and Paid Media Drive a Successful RebrandThe Tale of Two CompaniesSummarizing the JourneyWhy:Combine 3 legacy brands for a unified identityChallenges:Inconsistent brand voices and cus

2、tomer perceptionsUnbiased insights:Partnered with FINN Partners and Ziksana Consulting Comprehensive brand study:Employee and client interviewsMarket analysisBrand scorecardsMade informed branding decisions with data from the assessment4 Brand report Positioning statements Core brand messagesApril 2

3、023 New branding Start website rebrandMay 2023 Industry press release Employee swag Unify social mediaJune 2023Rebrand Timeline Unify collateral Launch website Re-engage PRJuly 2023 Formal launch planning Conference brandingAugust 2023 Formal industry launch at AHIMA23 Paid placementsOctober 2023Why

4、 rebrand?Used market research to inform the decisionDetermine go-forward brand4 practical steps:Understand brand awareness dataSimplify brand narrativeBuild internal buy-in through workgroupsEngage with stakeholders throughout the process to ensure alignment6 Refreshed TruBridge RCM brand Market Res

5、earch Vision,Mission and Values2022 Internal transformation(simplifying)Brand structure and messaging:client conference HUB Website design kick-off(consolidate 7 sites)April 2023 Acquired ambulatory RCM company Formal internal launch kick-off Two work groups(internal/external)Confidentiality lessons

6、 learnedOctober-December 2023Rebrand TimelineSolidified business unit alignment and value creationClient communications(laid groundwork)Sold a family brandPre-launch to sales teamJanuary 2024Family brand transitions completeInternal launchExternal launch(press