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Epilepsy Foundation Communications Department

301-918-3770

Overview of Brand Strategy

[Date of Presentation]

Branding Timeline

Segmentation Targeting Positioning(Complete)

TacticsPlanning(Complete)

Develop questions based to better understand the environment, relevancy of services/programs, points of differentiation

Apr 05

Sept 05 Mar 06

Identify target segments, core strengths and potential positions, test, finalize positioning, and messages

Identify programs consistent with our positioning and meet needs, develop tactical and communication programs for each segment

Aug 06

Continue Research (Complete)

TacticsImplementation

Dec 04

Oct 05

MISSION of EPILEPSY FOUNDATIONEnsure that people with seizures are

able to participate in all life experiencesand prevent, control and cure

epilepsy through research, education, advocacy and services.

HOPE for TOMORROW

ENCOURAGE RESEARCHMore Epilepsy Scientists

Better TreatmentsCure for Epilepsy

Living WITHOUT Epilepsy

HELP For TODAY

EMPOWER PEOPLEEliminate BarriersRemove Stigma

Close Treatment Gap

Living Better WITH Epilepsy

IMPROVED QUALITY OF LIFENo Seizures - No Side Effect – No Stigma

Our Strategic Plan (2006-2010)

• Our Environment– Present & Future Conditions

• Today– Epilepsy Treatment – Epilepsy in Society

• Tomorrow– Epilepsy Treatment– Epilepsy Foundation (Our Vision)

Purpose of Our Branding Strategy

Increase public awareness

Shape public perception

Speak with one, unified “voice”

Desired Outcomes

Enhanced reputation and credibility

Deeper customer loyalty

Stronger ties with partners

Enhanced relevancy of services for people with epilepsy and contributors

Who do we want to impact?• Constituents

– People with epilepsy – Families (caregivers)

• Stakeholders– People invested in our success

• Donors and Funders• Board of Directors and Staff• Partners

• Professional Caregivers• General Public

Steps Taken to Date

• Formed Brand Task Force • Reviewed 25 Years of Research Data• Identified Target Markets• Conducted Cross-Market Interviews• Identified Characteristics of Public Personality• Developed Brand Position Statement• Developed Primary Messages • Developed Implementation Plan

Review of Existing Data• Positioning the Epilepsy Foundation – FCB Healthcare (2005)• Epilepsy Foundation: The Brand, marketing study by the MARC USA group (2004)• The Latino Community’s Cultural Beliefs & Attitudes Toward Epilepsy (2004)• Perceptions of Epilepsy Among African American Women: A Qualitative Research Study (2004)• Perceptions of Epilepsy Among African Americans (2004)• Report on In-Depth Interviews with Caregivers and Seniors with Epilepsy (2003)• The Epilepsy Foundation National Teen Survey on Epilepsy: African American Report (2003)• Knowledge of Epilepsy and Familiarity with This Disorder in the U.S. Population: Results from the 2002

HealthStyles Survey (2003)• Opinions, Behavior, and Motivations Associated with Epilepsy in the Hispanic Community: Attitudes of Hispanic

Teens (2003)• The Epilepsy Foundation Public Awareness Survey: Report of Findings (2002)• African American Focus Groups: A Qualitative Study Conducted in Baltimore, Chicago, Cincinnati, and Mobile

Topline Report (2002)• Epilepsy familiarity, knowledge, and perceptions of stigma: report from a survey of adolescents in the general

population (2002)• Health-Related Quality of Life Among Persons With Epilepsy – Texas, 1998 (2001)• The Cost of Epilepsy in the United States: An Estimate from Population-Based Clinical and Survey Data (2000)• The impact of epilepsy from the patient’s perspective II: views about therapy and health care (2000)• Health Issues for Women with Epilepsy: A Descriptive Survey to Assess Knowledge and Awareness among

Healthcare Providers (2000)• The Gallup Study of Public Awareness of Non-Profit Organizations (1996)• The Epilepsy Foundation national survey on safety issues, compliance and quality of life (1996)• Education and Employment in Patients with Refractory Epilepsy (1993)• Living with Epilepsy: A Quality of Life Survey (1992)• A Gallup Survey: Attitudes Toward Epilepsy (1987)

Results: Perceptions of Epilepsy

• People know very little about it.

• They don’t think it’s severe.

• They think it’s relatively rare.

• They are uncomfortable around it.

• People lack knowledge on how to recognize or respond to seizures.

Results: Epilepsy as a Health Issue• 2.8 million in US (200,000 new cases a year)• Strikes mostly at life’s extremes (young & old)• Quality of life comparable to arthritis, cancer, heart disease• Leading neurological disorder among children• Third most common in the elderly and growing

(100,000+ now in nursing homes) • Affects as many people as CP, MS, and Parkinson’s

combined• Unknown population undiagnosed or untreated• Patients/physicians satisfied with less than optimal care• Seizures not benign – significant morbidity/mortality• A huge knowledge gap is filled with misinformation• Low value placed on the need for public education• There is no cure…

Results: Knowledge of Epilepsy Foundation

• Unaided awareness of the Foundation is very low (1%)• Aided awareness is lower than it should be (49%)• Low understanding of what Foundation does:

Research (29%), Education (19%), Access to Care (11%)

• High value placed on access to care (70%), access to information (67%), support research (65%)

• Low level awareness of Foundation fundraising (11%)

Results: Reputation of Epilepsy Foundation

• Positive among users to disinterest or negative among non-users.

• Respected among professionals.

• Highly credible with Congress and federal agencies.

• Positive among corporate and private donors.

Brand Attributes

Aspirational Characteristics of Our Personality

Brand Attributes

Influential

We have the strength and scope of a nationalsystem with the impact of local service

delivery.

Brand Attributes

Accessible

Influential

Our knowledge and services are easy to access and use.

Brand Attributes

Accessible

Influential

Empowering

We strongly advocate for people affected by seizures and motivate them to take action and

control of their lives.

Brand Attributes

Passionate

Accessible

Influential

Empowering

We are passionate about creating a better worldfor people affected by seizures.

Brand Attributes

Passionate

Accessible

Influential

Empowering

We are always friendly, approachable, andappealing to users and non-users.

Inviting

Brand Attributes

Passionate

InnovativeAccessible

Influential

Empowering

We are a forward-looking leader in providingup-to-date and relevant resources, research

and information about epilepsy.

Inviting

Brand Attributes

Passionate

InnovativeAccessible

KnowledgeableInfluential

Empowering

We are the leading consumer health authority on epilepsy (not medical authority).

Inviting

Position Statement

Passionate

InnovativeAccessible

KnowledgeableInfluential

Empowering

For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single

moment is lost to seizures.

Inviting

BRAND ATTRIBUTE PRIMARY MESSAGE SECONDARY MESSAGE RESULT

INFLUENTIAL We have the strength and scope of a national system with the impact of local service delivery.

Our combined national and local presence helps us to make a meaningful difference by influencing important issues regarding epilepsy.

More leverage, exposure, and credibility. Greater opportunity and effectiveness in helping to set the national and local agenda for epilepsy.

ACCESSIBLE Our knowledge and services are easy to access and use.

Our support is available to everyone – those affected directly or indirectly by epilepsy.

More people with the right tools and knowledge to manage and fight epilepsy.

EMPOWERING We strongly advocate for people affected by seizures and motivate them to take action and control of their lives.

Our support enables people affected by epilepsy to make their own choices with regard to treatment and lifestyle.

A better life for everyone affected by epilepsy.

PASSIONATE We are passionate about creating a better world for people affected by seizures.

We believe that epilepsy is a serious issue that must be addressed in a timely manner

Thoughtful decisions and serious action that are in the best interest of our constituencies.

INVITING We are always friendly, approachable, and appealing to users and non-users.

We are dedicated to creating an open collaborative environment for people with epilepsy, caregivers, and the medical research community.

More people using our services and willing to work with us on a local and national level.

INNOVATIVE We are a forward-looking leader in providing up-to-date and relevant resources, research and information about epilepsy.

We provide specific services, leading-edge technology and new modes of service delivery and outreach.

No limitations on what we can achieve in the future.

KNOWLEDGEABLE We are the leading consumer health authority on epilepsy, but we are not the leading medical authority.

Our information comes from the latest research and advice of thought leaders in the field.

A singular resource for clarity, consistency, and momentum.

The Epilepsy Foundation is a strong ally that helps society understand epilepsy, empowers those affected by it, and strives for a world where not a single moment is lost to seizures.

For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures.

• Includes people with epilepsy, family and friends, and anyone whose life is affected.

• On a local and national level, we are an advocate (ally) for better treatment, social equity and finding a cure.

• Demonstrates our seriousness to take strong action, expeditiously.

• Epilepsy Foundation empowers people affected by epilepsy to make their own choices in shaping their lives.

• Social acceptance and understanding, choices in treatment, and an optimistic future provide access to life experiences.

For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures.

• Claims “lost moments” prevented through accurate diagnosis, improved treatment and new laws to ensure social equity.

• Creates a call to action and provides response mechanism.

• Ties “seizures” to “epilepsy”; seizures are symptomatic of epilepsy.

• Encompasses the full spectrum of issues: medical treatment, research, stigma and social barriers.

• “Lost moments” becomes basis for messaging.

For people affected by epilepsy, the Epilepsy Foundation is a strong ally that helps provide access to all life experiences so not a single moment is lost to seizures.

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