Title
Authorize the Deputy Purchasing Agent for Natividad Medical Center (NMC) or his designee to execute an Agreement with Neimand Collaborative for developing a new brand for Natividad Medical Center for an amount not to exceed $250,000 with an Agreement term July 1, 2016 through June 30, 2017.
Report
RECOMMENDATION:
It is recommended that the Board of Supervisors:
Authorize the Deputy Purchasing Agent for Natividad Medical Center (NMC) or his designee to execute an Agreement with Neimand Collaborative for developing a new brand for Natividad Medical Center for an amount not to exceed $250,000 with an Agreement term July 1, 2016 through June 30, 2017.
SUMMARY/ DISCUSSION:
Natividad Medical Center will use Neimand Collaborative to develop a new brand building on NMC's strengths and value to the community through a seven-step approach that includes primary market research, tagline and message recommendations with accompanying visual identity. The engagement process will consistent of synthesis, internal interviews, external interviews, initial brand and visual identify, consumer qualitative research, brand finalization and brand implementation. Deliverables include key research insights, message strategy, tagline, primary narrative, secondary messaging, and core set of materials for organizational re-branding.
Neimand Collaborative brings a strong set of resources to NMC's branding effort. They are a nationally recognized social impact marketing firm known for the development of branding, messaging, and website development. Over the past decade, Neimand Collaborative has worked in the fields of education, health, nutrition, conservation, financial inclusion, economic development and sustainable global development. Their specific experience in health and health care issues includes: strategy, messaging, branding, communicating, advocacy, reputation management and marketing for disease causes, patient support, policy and regulatory issues, fede...
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