In June 2024, Brain & Mind Hub Sunshine Coast opened its doors in Maroochydore to offer much needed mental health services on the Sunshine Coast. With 45 per cent of Queenslanders having experienced a mental disorder at some point in their lives, this non-profit clinic is set to provide a high level of support to the Sunshine Coast community, enhancing the overall wellbeing of its residents.
- Brand Development
- Strategy & Planning
- Media Liaision
- Media Kit
- Insight & Reporting
WHY THEY CALLED US
Brain & Mind Hub sought a local agency with a strategic approach to branding for the launch of their new clinic. Their goal was to develop a brand identity and logo that would effectively represent their unique ‘brain-based’ approach to mental healthcare while maintaining alignment with the Thompson family of brands.
Our task was to deliver a strong creative solution within a strategic framework that respected the masterbrand approach. Understanding that branding extends beyond just a logo, Brain & Mind Hub was also looking for a long-term partnership with a PR agency that would help them to position their brand and specialists in the Sunshine Coast market. They needed a team with a proven track record in local media to help achieve these goals.
CHALLENGES
- Develop a distinctive brand logo, identity and tagline for Brain & Mind Hub that stands out while adhering to the Thompson masterbrand guidelines
- Create brand tagline options that highlight the clinic’s neuroscience-based approach
- Design a flexible logo that can accommodate future location expansions
- Gain a thorough understanding of the Sunshine Coast’s mental health landscape to identify media opportunities and challenges
OBJECTIVES
- Establish and enhance brand awareness for “Brain & Mind Hub” independently from the Thompson brand
- Drive interest and enquiry for the new Maroochydore clinic, “Brain & Mind Hub Sunshine Coast”
- Position Brain & Mind Hub as the leading provider of holistic and integrated mental health care with specialists conveniently located under one roof
- Position specialists as leading experts
- Attract high-quality inquiries that align with the clinic’s service offerings, rather than focusing solely on volume
WHAT WE DID
Brand identity and logo
We introduced the new Brain & Mind Hub (BaMH) identity and logo to the Sunshine Coast community. The logo visually represents the clinic’s integrated and holistic approach to mental health – the combination of ‘Brain and Mind.’
Media Plan
We crafted a detailed media plan outlining our strategic approach, including objectives, key outputs, scope, desired outcomes, audience and geography priorities, and the type of work to focus on.
The plan also covered media spokespeople and their positioning, key brand media moments, key messages and points of difference. It provided a roadmap for achieving our objectives, identifying priority media outlets, and scheduling story placements.
PR Calendar
Our media schedule included a 12-month calendar with a plan for proactive media outreach, and allowance for reactive media opportunities. It considered brand moments such as events, and awareness days at a local, state and national level. It included ideas for potential newsworthy stories and angles to maximise media engagement and brand visibility.
Media Kit
We developed a media kit for the launch, including key messages, media statements, FAQs, and positioning documents. It featured pitching materials for our key spokespeople to effectively communicate with the media.
Media Liaison
Leveraging our strong connections with local Sunshine Coast journalists and outlets, we distributed press releases and alerts to announce major milestones and stories. We also facilitated media interviews and expert commentary opportunities for BaMH thought leaders and provided media briefings and training to prepare them for live interviews.
Insights & Reporting
We delivered regular progress reports to BaMH, offering insights into media coverage, engagement metrics, and key performance indicators. This enabled us to continually refine and optimise our PR strategies.
RESULTS
The Brain & Mind Hub team is delighted with their new identity and logo, which they proudly showcase on their newly opened office doors.
For their inaugural media release, we secured excellent coverage across local radio stations, including ABC and MixFM, as well as on ABC News Online. Stay tuned for more exciting updates.
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