CASE STUDY:
UNIVERSITY OF CALIFORNIA SAN FRANCISCO CENTER FOR OBESITY ASSESSMENT, STUDY & TREATMENT (COAST)
CLIENT: University of California San Francisco (UCSF) Center for Obesity, Assessment, Study and Treatment (COAST) and its Sugar, Stress, Environment, and Weight (SSEW) Center initiative, a collaborative group of UC research scientists and California policy makers who aim to reduce the prevalence and adverse consequences of obesity, metabolic diseases and disorders.
BRIEF: Refine comprehensive SSEW brand identity; determine critical brand stories; establish key short and long range organizational goals; establish social and traditional marketing strategy plus organizational (business) architecture and strategy; integrate social media training throughout experience; complete before #SSEW2016 Symposium
APPROACH: Intensive group whiteboard sessions with SSEW Executive Leadership
RESULTS: Completed SSEW Brand ‘b|print’ (blueprint) serving as the SSEW initiative’s comprehensive and foundational brand document (identity, values, stories, strategy), as well as brand action plan, which may be amended over time to reflect current organizational needs/situations; integrated social media training for SSEW leadership; SSEW b|print launched in time for #SSEW2016 conference, guiding social media coverage/reporting to reflect SSEW’s most critical brand storylines with an eye to established goals and overall brand strategy.
