STRATEGIC BRANDING ROGERS MEMORIAL HOSPITAL – STRATEGIC MARKETPLACE POSITIONING To clarify the brand of Rogers Memorial Hospital, a nonprofit behavioral healthcare provider for children, adolescents and adults, and to “hard wire” it among employees. Employees, professional referents, patients and patients’ family members. Rogers Memorial Hospital facilities include two hospital locations in Oconomowoc and West Allis, as well as day treatment facilities in Kenosha and Brown Deer. While Rogers felt that its employees had an awareness of the organization’s brand, the marketing staff was concerned that there were inconsistencies across locations in how employees understood and communicated the brand in their day-to-day work. The marketing department also wanted to

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