Jackson Hinds Comprehensive Health Center Rebranding Campaign

0.1 ResearchAbstract..............................................................................................4About Jackson Hinds Comprehensive health Center...................5SWOT Analysis Objective..................................................................8SWOT Analysis....................................................................................9SWOT Summary................................................................................11Demographics.................................................................................12

0.2 Creative DevelopmentCompetitive Survey.........................................................................14Moodboard......................................................................................15Logo Development..........................…............................................16

Table of Contents

0.3 Style GuideTone and Voice ...............................................................................18Logo .................................................................................................19correct usege..................................................................................20incorrect usege ...............................................................................21Color Palette....................................................................................22Typeface..........................................................................................23Photography....................................................................................26Logo Clear Space...........................................................................27Promotional Items...........................................................................28

0.4 Final DesignPrint Advertising...............................................................................32 Stationary Set...................................................................................33Web Site........................................................................................... 34Motions Graphic..............................................................................35

Sources................................................................................36

Section 0.1 Research

This paper will discuss how rebranding of the company Jackson Hinds Comprehensive Health Center will help revitalize and bring more public funding to the health centers allowing better services and more advanced medical equipment to the residents of central Mississippi.

This paper with explain how rebranding the services of the company will bring more public awareness to Jackson Hinds Comprehensive Health Center clinics relieving the need to use competitive clinic likeSt. Dominic’s Family Medicine and MEA medical Clinics.

Abstract

5 Research

About Jackson Hinds Comprehensive Health Center

According to Jackson-Hinds Comprehensive Health Center.com (2011). Jackson-Hinds Comprehensive Health Center (JHCHC), incorporated by Central Mississippi Civic Improvement Association in 1970 as a non-profit organization. Serving mostly non-white, uninsured, elderly and poor residents of Jackson Mississippi and surrounding areas, JHCHC has over 15 locations 5 of which are school based clinics. JHCHC offers several different services some of which include primary, specialty and social service and serves as a training site for undergrad and grad students in the health profession.

Jackson-Hinds Comprehensive Health is the largest community health center in Mississippi. With a struggling economy Jackson-Hinds Comprehensive Health Centers are the prefect places to go for quality affordable health unlike its competitors MEA Medical Clinic and St. Dominic’s Family Medicine, but to some their services are unknown; furthermore, society has created a stigma that believes that health care that is provided to low income, uninsured or poor residents is not quality health care.

By promoting the services of JHCHC through social media, television, radio and redesigning the company logo the campaign could bring about more funding from donors to buy moremedical equipment and provide better services to the residents of central Mississippi.’

Research

Rebranding Ideas

Although JHCHC has bee around since 1970 and has over 15 locations JHCHC currently does not have any advertisements that promote the services of the company. The most popular means of advertisements television, radio, and media sites would be beneficial ideas and ways to rebranding of the company.

My idea for television advertisements would be to introduce the company show its many locations and staff members their work in action and to talk about the many services that they provide and why coming to JHCHC would be beneficial, similar idea would carry out with the radio advertisements where the speaker could talk about its many locations and services.

The media sites Twitter could be use to give twit cast of the daily activities and services that are being offered, and a Facebook page would be created with the information about the company, services locations and contact information, discussion forums would provide away for adults and teen to ask questions receive facts or talk about topics and health problems that many teens and adult currently face.

7 Research

Conclusion

Quality Health care For all Americans regardless of race orfinancial status is greatly needed for all Americans; however, during this time and age we have yet to been able to provide equal, quality health care for all, so until this change takes place there has to be an alternative for people who may not be able to afforded the high cost of hospital care and or those whoare uninsured.

JHCHC and many clinics like this are few in numbers, funding and many people are unaware of the services that they provide to families who are not able to afford quality health care ormedical insurance; therefore, a rebranding of the services for JHCHC would increase the awareness and funding of the company.

Social Media sites like Twitter and Facebook are great platforms to promote the services of JHCHC because people of all ages use social media sites. Promotion of the services for JHCHC through television advertisement, and radio advertisement would also boarding the public awareness of their services and Help break the stigma that surround low cost health care clinics. This paper also discusses how JHCHC face competition from other clinic like MEA Medical clinic and St. Domini’s Family Medicine but these clinics cost more and require you to have insurance; therefore, rebranding for the company JHCHC would help not only gain awareness beat its competition. m,.kjuhb

To evaluate the current state of the company Jackson Hinds Comprehensive Health Center to discovers Opportunities for growth. To discover the strengths and bring about more public awareness to the company. To revitalize the company and bring about more funding and public awareness.

SWOT Analysis Object

9 Research

Strengths

•Affordable healthcare for the underserved and uninsured•Free birth control for uninsured and low income.•Quality heath care with 15 locations. •Provides a pharmacy on site.

SWOT Analysis

Weaknesses

•Small clinics•Low funding•Racial and Economical Stigmas•Little public awareness

Opportunities

•Troubling Economy•Advertising through media sites and television•Increase public awareness and receiving more funding.•Provide more assistance to teens and young adults.

Threats

•Racial and Economical Stigmas•Bigger health care clinics•Largely funded health care clinic with better technology.•Health care clinics with more and bigger advertising.

11 Research

The SWOT Analysis confirms that Jackson Hinds Comprehensive HealthCenter (JHCHC) Service offerings, brand mission and vision of being the first, best choice for primary healthcare in central Mississippi and being a fiscally sound organization, dedicated to the health of the underserved and uninsured. It is important that the redesigned logo, public awareness and service promotion represent the company in a positive and honest way.

Some of the services of JHCHC are unknown; furthermore, society has created a stigma that believes that health care that is provided to low income, uninsured or poor residents is not quality health care. By promoting the services of JHCHC through social media, television, radio and redesigning the company logo the campaign could bring about more funding from donors to buy more medical equipment and provide better services to theresidents of central Mississippi. The campaign promotion could also bring more public awareness to JHCHC clinics relieving the need to use competitive clinics like St. Dominic Family Medicine and MEA Medical Clinic, which are more expensive.

SWOT Analysis Summary

•Teens age 12-20

•Young Adults age 21-39

•African Americans, Spanish and Latino

•Central Mississippians

•Low Income Families

•Households with 5 or more members

Demographics

Section 0.2 Research Development

MEA Medical Clinic

MEA Medical Clinic mission is to meet the ambulatory and primary care needs of our patients in a manner that combines compassion and convenience. MEA’s services include primary care, ambulatory services, occupational medicine, drug testing and private counseling.

St. Dominic’s Family Medicine Clinic

In addition to providing primary health services, St. Dominic’s Family Medicine clinic’s purpose is also to lead members of the community to make healthier lifestyle choices and to promote efforts to restore a spirit of volunteerism to the area. It is staffed by a consultative family practice physician, a full-time family nurse practitioner, a medical assistant, counselor, security and volunteer nurses and physicians.

Competitive Survey

15 Creative Developement

Jackson Hinds Comprehensive Health Center Rebranding Project

Style- Modern - earthy and cool tones

Project Synopsis

Jackson Hinds Comprehensive Health Center (JHCHC), incorprated by Central Mississippi Civic Improvement Association in 1970 as a non-profit organization. Serving mostly non-white, uninsured, elderly and poor residents of Jackson Mississippi and surrounding areas, JHCHC offers several difrent services as a training site for undergrad and gradu-ate students in the health profession. Jackson Hinds Comprehensive Health Center is the largest community health center in Mississippi.

Proposed Headline & Tagline

As a teen mom, she can manage school, a part time job,and being a mom, but who is going to help her manage and provide health care for her child in an unstable economy?

MoodboardColor Palette

Logo

C:100 R: 0M: 0 G: 174 Y: 0 B: 239K: 0 H: 196

HEX: 00AEEF

C: 15 R:190M:100 G: 30Y: 90 B: 45K: 10 H:354

HEX: BEE1E2D

C:53 R: 110M: 0 G: 203 Y: 18 B: 211K: 0 H: 183

HEX: 6ECBD3

C: 85 R: 28M:50 G: 117 Y: 0 B: 188K: 0 H: 206

HEX: 1C75BC

C: 50 R: 141M: 0 G: 198 Y: 100 B: 63K: 0 H: 84

HEX: 8DC63F

C: 100 R: 0M: 0 G: 166Y: 100 B: 81K: 0 H: 148

HEX: 00A651

Color Palette

Logo

These sketch examples show the developement proscess of the logo of the new logo for Jackson Hinds Comprehensive Health Center.

The idea behind the developement process for creating the logo was to create a logo closely represent the key tenet of the brand and companys vision and mission.

Jackson Hinds Comprehensive Health Centers mission to provide quality care for, underserved and uninsured citizens and families in central Mississippi and sur-rounding area.

Logo Developement

Section 0.3 Style Guide

Innovative

Jackson Hinds employs new techniques, processes and methods to enhance the

delivery of care.

Caring

As the largest provider of primary health care services to the poor, uninsured and underserved population

in central Mississippi, the prime objective of Jackson Hinds is to eliminate disparities in health care access for these groups, which often fall between the gaps of

private insurance and personal income.

Cost effective

Jackson Hinds saves community resources by providing patients with more effective, cost-efficient

care and reducing inappropriate use of local emergency rooms.

Tone and Voice

19 Style Guide

Jackson Hinds Comprehensive Health Center did not have a logo so the mission was to create a logo thatembodies the values, and ethics of the brand. Jackson Hinds strives to provide quality care for, underserved and uninsured citizens and families in central Mississippi and surrounding area.

The heart represent of ot the key tenets of the brand which is caring and the circles inside of the heart represent family. The colors that are used for the logo her chosing by the colors meaning, symbolism and psychology; blue represents dependablity and commitment, the color red represent life,passion and vitality.

The colored version of the logo for Jackson Hinds Comprehensive Health Center is preferred if but if the budget does not allow the grey scale version may be used.

Logo

#BE1E2D

#00AEEFOptimus Princeps Semibold

#000000Century Gothic Regular

150 Pxl

93 Pxl

when vewing from screen the logo should be no smaller than the image that is shown.

These four alternative logos may be used in place of the oringal colored version. These altenative versions of the logo incorprates several colors from the color pallete.

These altenative color version logos represent the correct usage of the logo for Jackson Hinds Comprehensive Health Center; and beside the oringal version these logos are the only versions that can be used.

Corect Usege

21 Style Guide

These logo examples respresent the incorrect versions and usege of the logo for Jackson Hinds Comprehensive Heath Center.

These logos examples use unapproved colors and logo placement. These unapproved versions and others that may be similar may not be used in place of the approved logo versions.

Incorrect Usege

The logomark cannot be rotated or altered in any way.

The logomark cannot moved to a diffrentlocation other than what is specified on the oringal logo.

The logomark and logotype must not merge.

Parts of the logo cannot be removed when reproducing on any publication or item.

The decision behind choosing these particular colors were color meaning, symbloisum and the desire to stay connected to what the brand represnts.

Color Palette

These typefaces represent the font choices of the logo for Jackson Hinds Comprehensive Health Center, only these fonts maybe used when reproducing logos and or any other matterial that is related to the brand of Jackson Hinds Comprehensive Health Center.

C:100 R: 0M: 0 G: 174 Y: 0 B: 239K: 0 H: 196

HEX: 00AEEF

C: 15 R:190M:100 G: 30Y: 90 B: 45K: 10 H:354

HEX: BEE1E2D

C:53 R: 110M: 0 G: 203 Y: 18 B: 211K: 0 H: 183

HEX: 6ECBD3

C: 85 R: 28M:50 G: 117 Y: 0 B: 188K: 0 H: 206

HEX: 1C75BC

C: 50 R: 141M: 0 G: 198 Y: 100 B: 63K: 0 H: 84

HEX: 8DC63F

C: 100 R: 0M: 0 G: 166Y: 100 B: 81K: 0 H: 148

HEX: 00A651

23 Style Guide

CambriaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*()?<>

Cambria BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*()?<>

These typefaces represent the font choices of the logo for Jackson Hinds Comprehensive Health Center, only these fonts maybe used when reproducing logos and or any other matterial that is related to the brand of Jackson Hinds Comprehensive Health Center.

Optimus Princpes Semi boldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*()?<>

Century GothicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%&*()?<>

Typeface

These photos represent the essence of the three key tenets for the brand which are cost effective, innovative and caring. The decision behind chossing these photos was the desire to stay connected to the key tenet and photos that fit the company clinical settings.

Photo Examples

25 Style Guide

Photo Examples

27 Style Guide

A minimum clear space equals to the capial letter height of the “J” of the logo must be maintained at all times around the logo. Logotype should never be used without the presences of the logomark.

The logo should never be reproduced smaller than it would be legible.

Logo Clear Space

These promotional items represent the items that will be used to promote the company of Jackson Hinds Comprehensive Health Center. Promotions items that will be used are tote bags, key chains, stress balls, tumbler cups, lip balms, pill cutters and pedometers; these items not only promote the name of the company, but some of these items are beneficial to health and or can be used daily. Both the original and alternative color logos will be used on these items.

Promotional Items

Tumbler Cup Lip Balm

Tote bags

29 Style Guide

Promotional Items

Stress BallsPill Cutter

Whistle light key chain

Pedometer

Section 0.4 Final Design

Before developing the final advertisement several sketches were made using women and children to better connect with the brands key demographics; the final version of the ad was chosing because of its visual message.

This Advertisment shown is designed to fit 11x17 poster, but can be altered to fit other sizes and publications.

Print Advertising

33 Final Design

Innovativefamilies

Dedicated

Ca

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ive

daughtersNurturing

mothers

ba

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s

growth

health

Qua

lity

Jackson HindsCOMPREHENSIVE HEALTH CENTER

Jackson Hinds Comprehensive Health Center • 3502 West Northside Drive Jackson, MS 39213 601-362-5321 • 601-364-5159 • www.jackson-hinds.com

Jackson HindsCOMPREHENSIVE HEALTH CENTER

3502 West Northside Drive

Jackson, MS 39213

Jackson HindsCOMPREHENSIVE HEALTH CENTER

3502 West Northside Drive Jackson, MS 39213

601-362-5321 • 601-364-5159 • www.jackson-hinds.com

This is the Stationary Set design for Jacskon Hinds Comprehensive Health Center. This stationary set features a letterhead, envelope and business card. The grey scale version of the logo and black letter may be use incase of buget issues.

Stationary Set

These photos represent the look and feel of the redesigned website for Jackson HindsComprehensive Health Center.

The new website features the new logo and colors from the color pallete; the new website also features a discussion board with health topics where patients and viewers may ask question and recieve answers from nurses and doctors of Jackson Hinds Comprehensive Health Center.

Web Site

35 Final Design

These images represent the segments of the commerical for Jackson Hinds Comprehensive Health Center. The purpose of this commerical is to promote the services of Jackson Hinds Comprehensive Health Center.

The 50 second commerical starts with a fade in and voice over describe in persons situation and what they have in comming then it talks about the sevices and benefit of becoming a patient at Jacskon hinds Comprehensive Health Center.

Motion Graphics

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37 Final Design

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39 Final Design

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3502 West Northside Drive Jackson, MS 39213

Phone: 601-362-5321 Fax: 601-364-5159