Cultivating Mini Minds: Marketing the Brand

Mini Minds is a multi-disciplinary outpatient pediatric clinic with a focus on aiding families in achieving occupational well-being through their brain-based learning brand. External and internal analyses of Mini Minds revealed a need for increased marketing of organizational services in order to meet societal needs of the surrounding community. Opportunities to share and raise awareness for implementation of brain research through diverse marketing tools were created to improve occupational performance and role functioning of local families. The Customer-Based Brand Equity Model was ideal to guide the creation and dissemination of marketing tools as it emphasizes marketing toward the brand in order to gain customer loyalty. Content and appearance of electronic newsletters, business cards, and class & workshop flyers aligned with the organization's brand. Through implementation, class and workshop participation rates increased and the mailing list grew by 42%. Therefore, the selected marketing tools and strategies were likely effective at empowering clients and other community members with information on brain research.

Creator

• Harkness, Meghan L.

Contributors

• Fogo, Jennifer

Publisher

• University of Indianapolis

Language

• en

Identifier

• Harkness.M.OTD.2019.pdf

Keyword

• Occupational Therapy

Date created

• 2019-04

Resource type

• Dissertation

Source

• S28

Rights statement

• http://rightsstatements.org/vocab/InC/1.0/