UF Health Rebranding Shows Employees 'The Big Picture'
More than 250 pictures were taken and posted on a website specifically developed for The Big Picture campaign, where employees were asked to vote on their favorite picture. A contest was also held asking employees to name the location of various health system landmarks. The photos were the big draw, but the site also had blog post-style messages from leadership and videos featuring employees.
All of it was aimed at setting employees up for the big announcement of the name change to UF Health on May 20.
Announcing the change
Having successfully kept the name change from UF&Shands to UF Health a secret from employees (key leadership groups were informed) and the media, Ross says the announcement was made on the three-year anniversary of the "Forward Together" strategic plan. The coincidence was pure luck, says Ross.
"The planets aligned… so, we invited all employees to celebrate the anniversary of that (strategic plan), and share in their vision for the future. A sort of a 'State of the Union' address for the hospital, so to speak."
Ross says that in the three months since the rebrand, employees have embraced the change. Anecdotally, they're ramping up requests for new business cards and requesting to use the new logo. The numbers back up the anecdotes, says Lindsay Wessel, senior account planner at Raleigh, NC-based Capstrat, an agency that UF Health worked with to develop the internal and external campaigns.
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