Jackson Hinds Comprehensive Health Center Rebranding Campaign
Table of Contents 0.1 Research
Abstract.................................................................................................4 Research................................................................................................5 SWOT Analysis Objective....................................................................11 SWOT Analysis......................................................................................13 Demographics.....................................................................................14
0.2 Creative Development
Competitive Survey.............................................................................16 Moodboard..........................................................................................17 Logo Development.............................................................................18
0.3 Style Guide
Tone and Voice ..............................................................20 Logo .................................................................................21 correct usege.................................................................22 incorrect usege ..............................................................23 Color Palette and Typeface.........................................24 Photography...................................................................25 Logo Clear Space..........................................................27 Promotional Items..........................................................28
0.4 Final Design
Print Advertising..............................................................30 Stationary Set..................................................................31 Web Site..........................................................................32 Motions Graphic Comercial.........................................33
Sources................................................................34
Section 0.1 Research
Abstract
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 like St. Dominic’s Family Medicine and MEA medical Clinics.
Reseach The recession crisis and how it is affecting health care
Thought-out the coarse of history here has been a number of several different recessions, and trying times for the world that has occurred, but the recession the that begin during the years of 2007 -2009. Although the recession is said have ended in 2009 it had been one of the worst recessions to date especially for the United States, the world is till of recovering from it and to some it does not feel as if the recession has ended (The Federal Reserve Bank of Minneapolis, 2011).
Unemployment Issues
When business stop making money it results in less hiring, cut back on benefits, job cuts and bankruptcies (CNBC, 2011). According to Koba (2011), “The textbook definition of a recession is a downturn in economic activity, characterized by at least two consecutive quarters of decline in a country’s gross domestic product (GDP) Translation? A big drop in consumer spending ending in a loss of jobs, personal income and business profits” (CNBC, 2011).
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Unaffordable healthcare and medicine
Due to cut backs most Americans are struggling to hold on to a job or have lost the jobs and when this happens it trickles down and effects everything else one of the most important being health care. According to, Kavilanz, (2010), “The number of people with health insurance in the United States dropped for the first time in 23 years, the U.S. Census Bureau said Thursday” (CNNMoney, 2010). Most children and teens in the US do not have insurance because their parents are unemployed and insurance is provide through the parents job. Some lowing pay that are available for parents may not offer insurance at all unemployed has risen to 53% over the course of 12 months and 121,00 of this women’s children have lots lost this insurance. According to Kaiser Health News, “The number of people covered by employer-sponsored insurance decreased by 8.9 million from 2007 to 2009, often leaving their children and spouses without coverage” (Kaiser Health News, 2010).
Compared to men, women are fairing worse than men during the recession especially women who are single parents since 2007 the number of females that are The number of uninsured women is a lot larger than greater than men, In some; cases this is largely due to the fact that some women’s husband have lost their job benefits. According to Arnst (2009), “Over 1.4 million women have lost their health insurance since the economic downturn started in December 2007, and 71% of them lost coverage because their husbands lost their jobs, and their family benefits. Those numbers come for a new study issued by the Democratic members of the Congressional Joint Economic Committee (JEC)� (Bloomberg Businessweek, 2009).
Racial Stigma in health care
There are racial difference between Americans who are insured and uninsured. African Americans face a far higher risk of illness and diseases than non- Hispanic and Whites at any age because African Americans are more likely to be uninsured.
Most African Americans are usually unable to afford healthy insurance because of low paying jobs and this cycle has often repeated itself throughout history. (Fustos, 2011) According to Fustos, (2011): Although the disparity of healthcare insurance for African American has always been lower compared to Caucasians; during the early 1990s public health care insurance coverage for children in for low- income families were expanded therefore the percentage of African Americans under the age of 20 that were uninsured was low. After the age 20 the number of uninsured African Americans decreased, by the age for 20 the percentage for African American that spent time uninsured grew by 43 percent compared to Caucasians who spent 36 percent of the time uninsured. The older Africans American become the greater percentage of people who are uninsured grows; the age gap grows between 30 to 34 and 60 to 64. Americans are eligible for Medicare at the age of 65 and time without insurance increase for both blacks and whites. The uninsured gap grows at its highest for elderly and near elderly African Americans ages 50 to 60; unfortunately, during this age group both races need more medical attention than the other age group who are not covered by Medicare (Fustos, 2011).
How low costing Health care clinics relieve health care issues
Free health care clinics are great for families and people who cannot afford insurance because the clinics are low costing usually using sliding fees and the services are sometime free to some individuals like seniors and or nursing moms. Some clinics require that appointment be made and have a certain time of the day that is set aside to take walk-in. The hours of most clinics usually vary from 7am to 5pm. Free and low costing health care clinics usually offer some of the same services that are offered at regular hospitals. Some of the types of services are dental care, medical care, hospital/lab support, prescriptions medications and mental health care. Since free an or low costing health care clinics and meant for people who can not afford insurance or who are unemployed most clinics require that you provide documentation of you income or a pay statement. When a person does not have proof of income or no income the clinics will work with that individuals to help them get care (Virgina.gov, 2011).
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Most free or low cost health care clinics not only provide assistance to women who are pregnant but to long teens and adults who are sexually active. Planned parenthood been round for 90 years and provides assistance to and for women’s health, and safety. Planned Parenthood is the leading advocate in advance the right of individuals and allowing and informing them of proper choices that can be made in the planning or prevention of pregnancy’s. Planned Parenthood works with clinics to offer services like birth control, HIV Testing, LGBT Services, Men’s Health Care, Morning-After Pill Pregnancy Testing & Services, STD Testing Treatment& Vaccines, Women’s Health Care and Abortion Services. Since Planned Parenthood work with clinic the services are affordable to low income and or uninsured people (Planned Parenthood, 2011).
With the number of women being high in unemployed and uninsured that number is even higher for women how are pregnant, according to American Pregnancy Association, “Over 41 million Americans are uninsured, and many of those who are insured are underinsured. As a result, there are approximately 13% of women who become pregnant each year who are not insured, which often results in inadequate prenatal care. Another challenge uninsured pregnant women face is that some insurance plans consider pregnancy a pre-existing condition� (American Pregnancy Association, 2011). The cost of delivery for a pregnancy is usually $6,000 – $8,000 for a low risk pregnancy, and the cost will go up if the pregnancy is high risk. When able to afford insurance many pregnant women become worried and the job of being pregnant turned into a financial burden; however there are programs that a available for women who are nursing like Medicaid and WIC. Medicaid is a program that is ran by the sate and federally funded by the state.
Medicaid is especially for families and individuals who are low income. And WIC is a federal agency that helps to protect and provide care for infants and children under that age of 5. WIC provides healthy nutritious foods to supplement the body (American Pregnancy Association, 2011).
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 services 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 more medical equipment and provide better services to the residents of central Mississippi.’
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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. The original logo is in grey scale contains and circle with the words Jackson Hinds Comprehensive Health Center surround a 3D cube with three images of a medical mortar bowl and pestle, a black and white silhouetted of a family and medical symbol, I am unable to find clear image of the current logo but this logo cant be seen at http://jackson-hinds.com/index.aspx
Conclusion
Quality Health care For all Americans regardless of race or financial 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 who are uninsured.
In this paper we talked about low cost health clinics like Jackson Hinds Comprehensive Health Center (JHCHC) are greatly needed and beneficial to Americans more specially young women and teen mothers who are unable to afford the high cost of hospital and prenatal care; we also talked about the disparity of quality health care and insured Americans among the different races. 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 or medical 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.
SWOT Analysis Objective 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.
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SWOT Analysis 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.
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.
SWOT Analysis Summary 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 the residents 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.
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Demographics •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
Section 0.2 Research Development
Competitive Survey 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.
Moodboard Jackson Hinds Comprehensive Health Center Rebranding Project
Color Palette C: 53 R: 110 M: 0 G: 203 Y: 18 B: 211 K: 0 H: 183 HEX: 6ECBD3
C: 100 R: 0 M: 0 G: 174 Y: 0 B: 239 K: 0 H: 196 HEX: 00AEEF
C: 85 R: 28 M: 50 G: 117 Y: 0 B: 188 K: 0 H: 206 HEX: 1C75BC
C: 50 R: 141 M: 0 G: 198 Y: 100 B: 63 K: 0 H: 84 HEX: 8DC63F
C: 100 R: 0 M: 0 G: 166 Y: 100 B: 81 K: 0 H: 148 HEX: 00A651
C: 15 R: 190 M: 100 G: 30 Y: 90 B: 45 K: 10 H: 354 HEX: BE1E2D
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 grad 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?
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Logo
Logo Developement 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 surrounding area.
Section 0.3 Style Guide
Tone and Voice 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.
Innovative Jackson Hinds employs new techniques, processes and methods to enhance the delivery of care. 

Logo Jackson Hinds Comprehensive Health Center did not have a logo so the mission was to create a logo that embodies 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.
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Correct Usege Along with the grey scale version these three 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.
Incorrect Usege These logo exampes respresent the incorrect versions and usege of the logo for Jackson Hinds Comprehensive Heath Center. These logos examples use incorrect colors and logo placement. Other unaproved version of the logo like these example will not be used at anytime.
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Color Palette and Typeface
The decision behind choosing these particular colors were color meaning, symbloisum and the desire to stay connected to what the brand represnts. These colors and typefaces represent the color palette and fonts for the logo and brand of Jackson Hinds Comprehensive Health Center and must not be be changed
Optimus Princpes Semi bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<> Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>
C: 53 R: 110 M: 0 G: 203 Y: 18 B: 211 K: 0 H: 183 HEX: 6ECBD3
C: 100 R: 0 M: 0 G: 174 Y: 0 B: 239 K: 0 H: 196 HEX: 00AEEF
C: 85 R: 28 M: 50 G: 117 Y: 0 B: 188 K: 0 H: 206 HEX: 1C75BC
C: 50 R: 141 M: 0 G: 198 Y: 100 B: 63 K: 0 H: 84 HEX: 8DC63F
C: 100 R: 0 M: 0 G: 166 Y: 100 B: 81 K: 0 H: 148 HEX: 00A651
C: 15 R: 190 M: 100 G: 30 Y: 90 B: 45 K: 10 H: 354 HEX: BE1E2D
Cambria ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>
Cambria ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>
Photo Examples
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.
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Logo Clear Space
A minimum clear space equals to the capial letter height of the â&#x20AC;&#x153;Jâ&#x20AC;? 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.
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Promotional Items These promotional items represent some items that will be used to promote the company Jackson Hinds Comprehensive Health Center. Promotions items that will be used are tote bags, key chains, and stress balls. The alternative color logos will be used on items.
Section 0.4 Final Design
Print Advertising 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.
Stationary Set 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.
Jackson Hinds COMPREHENSIVE HEALTH CENTER
3502 West Northside Drive
3502 West Northside Drive Jackson, MS 39213 601-362-5321 • 601-364-5159 • www.jackson-hinds.com
growth
Quality
families
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Nurturing
daughters
Innovative mothers
Jackson, MS 39213
Jackson Hinds COMPREHENSIVE HEALTH CENTER
babies
Supportive
Caring
Jackson Hinds COMPREHENSIVE HEALTH CENTER
health
Dedicated
Jackson Hinds Comprehensive Health Center • 3502 West Northside Drive Jackson, MS 39213 601-362-5321 • 601-364-5159 • www.jackson-hinds.com
Web Site These photos represent the look and feel of the redesigned website for Jackson Hinds Comprehensive 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.
Motion Graphic Commerical 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 will feature a voice over, fades-in and fade-outs.
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Sources American Pregnancy Association. (2011) Planning and Preparing: Health Insurance for Pregnant Women. Retrieved from Koba, Mark. (2011). What Is a Recession: CNBC Explains. http://www.americanpregnancy.org/planningandpreparing/ Retrieved from http://www.cnbc.com/id/43563081/ affordablehealthcare.html What_Is_a_Recession_CNBC_Explains Arnst, Cathy. (2009) Working Parents: Recession Putting More Women Among the Uninsured. Bloomberg Businessweek. Retrieved from http://www.businessweek.com/careers/ workingparents/blog/archives/2009/08/recession_placi.html
Jackson-Hinds Comprehensive Health Center. (2011). About Us. Retrieved from http://www.jackson-hinds.com/about.aspx
Kaiser Health News. (2010). Census Bureau: Recession Fuels Record Number Of Uninsured Americans. Topics: Insurance, Uninsured Retrieved from http://www.kaiserhealthnews.org/ daily-reports/2010/september/16/uninsured-census-statistics. aspx Kavilanz, Parija. (2010). Number Of Insured Drop For The First Time. Fixing Health Care. CNN Money. Retrieved from http://money.cnn.com/2010/09/16/news/economy/census _latest_uninsured_numbers/
Fustos, Kata. (2011). Racial Differences in Health Status and Health Insurance Coverage in the United States. Population Reference Bureau. Retrieved from http://www.prb.org/ Articles/2011/us-health-insurance-racial-differences.aspx?p=1 Planned Parenthood. (2011). About Us. Retrieved from http:// www.plannedparenthood.org/about-us/
The Federal Reserve Bank of Minneapolis. (2011). The Recession and Recovery in Perspective. Retrieved, from http://www.prb. org/Articles/2011/us-health-insurance-racial-differences.aspx http://www.minneapolisfed.org/publications_papers/studies/ recession_perspective/index.cfm
Virgina.gov. (2011). Free and Low-Cost Health Services. Retrieved from http://www.vdh.state.va.us/healthpolicy/ healthequity/navigating-healthcare/types-of-care/low-cost.htm
3502 West Northside Drive Jackson, MS 39213 Phone: 601-362-5321 Fax: 601-364-5159