Annual Report 2023-2024

ONE LOOK, ONE VOICE Rebrand on track to wrap up in 2024 It’s been over two years since we officially introduced Shriners Children’s as the new brand for our integrated healthcare system. Officially debuted at the 2022 Rose Parade and integrated into our 100th anniversary celebration, our identity as Shriners Children’s is now solid. It’s part of our vocabulary – a name that every employee is proud to say. All that’s left is in the details. The entire workforce – from location staff to our corporate departments – is steadily making strides to fully transition from Shriners Hospitals for Children to Shriners Children’s. The rebrand is expected to be completed by the end of 2024. This is exciting news as the rebrand has been a huge undertaking. It’s a multi-layered process for such a complex healthcare system, which is why our rollout has been slow and steady. Rebranding involves updating everything from signage to email signatures to collateral at every location. It also includes taking a close look at the words we use, including boilerplates, general statements, and even descriptions of our care delivery models, which necessitated a complete rewrite of our design standards and style guide. Some changes have been very visible, such as

signage. Others, such as changing the logo on printed materials, may have gone unnoticed until it was time to order new brochures. Across the system, MarCom teams have conducted thorough brand audits, and are now revisiting any outstanding details to bring this process to completion this year. By the time our float is unveiled for the 2025 Rose Parade, our rebrand will be complete and we will all stand together as one – one look, one voice, one unified healthcare system – Shriners Children’s. GOING VIRAL Earned media task force efforts reach 3.4 billion 2023 marked the inaugural year of the Earned Media Task Force, a group of marketing and communications team members from every region who worked with our supporting agencies to pitch stories for national and local media coverage. Earned media results for Shriners Children’s as a whole topped 7,400 stories with a reach of 3.4 billion and a value of more than $18 million. Throughout the year, the task force placed stories in People, Café Mom, Becker’s, VeryWell Health and more. Coverage touched

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