Chapter Rewind: AdventHealth’s Rebrand Playbook

June 10, 2019

By Jacqueline Kooser, Marketing Strategist at AdventHealth and FPRA Orlando Area Chapter Assistant Treasurer

In early May, FPRA Orlando brought together nearly 100 industry professionals to hear from AdventHealth communication and marketing leaders. Formerly known as Florida Hospital, the nationwide system became one cohesive brand as of January 2. Executive Director of Consumer Marketing, Frank Carter, opened up the panel with a look at where Florida Hospital was before the rebrand, and highlighted the ‘why’ behind the hospital system’s big decision. From consumer preference graphs, to getting the audience excited with the rebrand TV spot, Carter set the stage for AdventHealth leaders to dive into their niche specialties, and how they handled the rebrand from their respected areas.

Doug McDonald, Director of Content Strategy, walked the audience through the digital footprint before and after the rebrand, including visuals of past websites and new, updated sites, and answered questions about creating ‘thumb-stopping’ content for consumers in this day and age. Christy Mize, Director of Consumer Marketing dove into why certain decisions were made within the rebrand process. Mize explained the shift in consumerism over the past few years, and how the market will continue to evolve to meet the needs of everyone who aim to access healthcare in the easiest of ways.

When it came to telling the story through local and national media outlets, Bryan Malenius, Executive Director of Corporate Communications, took the audience through the process of making Florida Hospital’s rebrand announcement into a story that the media would want to share with the community. Jayce Puttick, Director of Strategic Partnerships, closed out the panel discussion by highlighting the strategy that took place with the system’s community partners. Puttick had an instrumental role in communicating the name change to some of the most loyal partners in the area, including the Orlando Magic and Disney. Puttick shared that many community partners revealed the first visual presence of the rebrand through signage, visuals, and digital boards before the January 2 switch, and that communicating with those key players made all the difference in easing the Central Florida community into the name-change.

The panel answered questions from the audience and mingled with FPRA Orlando members afterwards, leaving all those who attended ‘feeling whole’. Thank you to AdventHealth for hosting and sharing with us, and for inspiring all to always understand the ‘why’.

Interested in attending events like this one? Follow FPRA Orlando on Facebook today to stay in the know of all upcoming events.

Member PRofile: Chauniqua Major-Louis

June 10, 2019
 Chauniqua Major-Louis

Chauniqua Major-Louis
Director of Central Florida Operations at Sachs Media Group

Give a brief explanation of your job.
I have the honor and privilege of overseeing the accounts and team members for Sachs Media Group in Central Florida, and sometimes beyond! As with all PR positions, my days consists of writing, media relations, networking and pitching new business, and dealing with our fair share of crises. My clients range from statewide food nonprofits like Farm Share to international companies like Amazon!

How long have you been a member of FPRA and why did you join?
I consider myself new to the marvelous world of FPRA! I’ve been a member for approximately two months and I joined because it’s important for me to develop relationships with my peers and to help support the new generation of publicists that are coming into the industry.

What has been your favorite FPRA event so far?
Media Mashups are always on my list of events to attend! It’s a great event to connect with media contacts and other professionals that I don’t get to see often.

Tell us about an exciting achievement (personal or professional).
I’ve had a ton of amazing experiences from supporting the of launch Carnival Corporation’s OceanMedallion™ at CES to helping chefs plate dishes for events in the Hamptons, but my most favorite achievement has been to watch my interns go off and do amazing things. There’s something special about seeing someone that you trained and mentored live out their dreams. This will always outweigh a placement or cool campaign for me. I’ve had interns leave Orlando and head to NYC to work for BBDO Worldwide and Spotify, and others have stayed in Orlando and started their own companies. It’s an honor to be part of their journeys.

What was your first job?
My very first job was at Arby’s. My first PR job was at Rockaway PR, a culinary-lifestyle agency.

Fun fact:
I’m a snacktavist: a person that believes in eating snacks with meaningful ingredients. Organic popcorn, fries, chips, coffee — I literally eat and drink them all. I’m always available for a cup of coffee, so consider this an invitation. Our office has an endless supply of cold brew.

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