Who is The George Institute of Global Health?
One of Australia’s leading medical research organisations, with offices across Australia, the UK, China and India. A high profile, well respected and innovative organisation, The George Institute develops evidence based solutions to pressing global health issues.
How did The George Institute partner with Juntos Marketing’s market research, branding and marketing services?
Initial branding and brochures for the CHANGE study were drafted by combining important, relevant health messages with a user- friendly communication approach most likely to appeal to older people.
The George Institute needed the logo and brand identity to communicate the concept of Coaching for Healthy Ageing – CHANGE.
The logo was designed with the target market in mind (60+ years) – the colours chosen were cool and calming, the movement in the figure was to represent health through physical activity and the bold text was chosen to make it easy to see and easy to read. The graduation in colour was to represent a change or growth.
The George Institute project also needed two booklets to support the project implementation. The booklets focus on physical activity, falls prevention and nutrition for healthy ageing, and match the focus of the intervention and control groups within the CHANGE study.
These booklets incorporate the new branding. Content and images were developed from respected, evidence-based sources, and translated into a user-friendly design and wording.
The professional-looking marketing materials were tested in market research (6 targeted focus groups). The research provided valuable insights and feedback, including determining triggers and barriers to message uptake, clear direction in layout and guidance to effectively present information for the specific audience.
How did these market research, branding and marketing services add value for The George Institute?
By getting the design and look of the materials right, the CHANGE project is best positioned to maximise participant uptake and commitment, and ultimately to achieve program success. Market research via focus groups provided valuable guidance and a client-agency collaborative approach at the planning stage was essential to this positive outcome.
Want help with your own market research, branding or marketing project? We can help. Contact us today to find out how – obligation free