Public Relations, Branding and Event Development
The Community Health Center of Buffalo,Inc. (CHCB) is a Federally Qualified Health Center with four satellite locations, provides access to quality preventative and primary health care to individuals of all ages regardless of their ability to pay.
Challenge: Although, the facility had been in existence since 1999 little was known about the facility and the CEO. As a result of the passage of the Affordable Care Act there was a new national focus on community health centers due to increased funding to expand services. The CEO reached out to Jackson Parker Communications to provide the medical facility with a comprehensive communication/marketing plan that included public relations, brand development (new logo and tagline), press events, collateral development, website and social media development and maintenance. The objective was to profile the medical facility as a quality health care provider and profile the CEO, as a health care expert.
The client wanted the brand to reflect the focus on families, access to affordable and quality health care and the Community Health Center’s role in helping each patient establish a plan to prevent and treat illness.
PR Strategy: Grand Opening Event – The facility was in expansion mode and primary focus was on the grand opening of the center’s new facility.
News stories were successfully pitched to the major news media, formal invitations were mailed that highlighted the new facility and expanded services, a formal reception and VIP meet and greet for area medical leaders were part of the event lineup.
Seizing on a national coverage of the expansion of Medicaid, Jackson Parker invited the U.S. Secretary of Health and Human Services to be the featured speaker at the grand opening press event. The Deputy Secretary of Health and Human Services accepted and attended the event. Congresswoman Louise Slaughter, an advocate of health care reform, was invited and also attended the press event. This press event presented an excellent opportunity to profile CHCB.
In addition to extensive local media coverage, the CHCB was featured nationally on the Starbucks website as a CREATE JOBS for USA “Success Story.” To continue the momentum Jackson Parker Communications nominated the CEO as a Buffalo Business First 2012 Healthcare 50 nominee. She was selected and featured in Buffalo Business First. www.chcb.net
Product Development and Use of creative PR strategy:
To highlight CHCB’s new tagline, “Your Partner for Quality Health”, Jackson Parker developed a patient Health and Wellness booklet that promoted the CHCB as a medical facility that was focused on the delivery of patient-centered care.
Duration of project: 6 month Branding and Awareness Project
Current: Ongoing Integrated communications Services to enhance the messaging and expanded services and locations
Public Relations Strategy, Branding Strategy, Graphic Design, Press Releases and Media Management, Digital and Social Media Development and Maintenance, Website Design and Content Development
Community Health Center of Buffalo, Inc.
Event Planning, Marketing and Management