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Jackson Hinds Comprehensive Health Center Rebranding Campaign


Table of Contents 0.1 Research

0.2 Creative Development

Abstract........................................................................4 About Jackson Hinds .................................................5 SWOT Analysis Objective............................................8 SWOT Analysis..............................................................9 SWOT Summary..........................................................11 Demographics...........................................................12

Competitive Survey...................................................14 Moodboard................................................................15 Logo Development....................................................16

1 Table of Contents


0.3 Style Guide

0.4 Final Design

Tone and Voice ..........................................................18 Logo.............................................................................19 Correct usege.............................................................20 Incorrect usege ..........................................................21 Color Palette...............................................................22 Typeface.....................................................................23 Photography...............................................................26 Logo Clear Space......................................................27 Promotional Items......................................................28

Print Advertising..........................................................32 Stationary Set..............................................................33 Web Site.......................................................................35 Motions Graphic.........................................................37

Sources.............................................................38

Table of Contents 2


Section 0.1 Research

3 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.

Research 4


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 more medical equipment and provide better services to the residents of central Mississippi.’

5 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 adults currently face.

Research 6


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. 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. m,.kjuhb

7 Research


SWOT Analysis Object

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.

Research 8


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

9 Research


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.

Research 10


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.

11 Research


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

Research 12


Section 0.2 Creative Developement

13 Creative Developement


Competitive Survey

MEA Medical Clinic MEA Medical Clinic mission is to meet the ambulatory and primary care needs of their 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.

Creative Developement 14


Moodboard Color Palette Jackson Hinds Comprehensive Health Center Rebranding Project Style- Modern - earthy and cool tones

C: 15 M:100 Y: 90 K: 10

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 diffrent services as a training site for undergrad and graduate 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?

15 Creative Developement

R:190 G: 30 B: 45 H:354

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

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

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

HEX: BEE1E2D

C:53 M: 0 Y: 18 K: 0

R: 110 G: 203 B: 211 H: 183

HEX: 6ECBD3

HEX: 1C75BC

Logo

HEX: 00AEEF

HEX: 8DC63F

C: 100 R: 0 M: 0 G: 166 Y: 100 B: 81 K: 0 H: 148 HEX: 00A651


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 tenets 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.

Creative Developement 16


Section 0.3 Style Guide

17 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 unnecessary use of local emergency rooms. Innovative Jackson Hinds employs new techniques, processes and methods to enhance the delivery of care. 


Style Guide 18


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.

19 Style Guide

#BE1E2D

#00AEEF Optimus Princeps Semibold

#000000 Century Gothic Regular when vewing from screen the logo should be no smaller than the image that is shown.

93 Pxl

150 Pxl


Corect Usege

These four alternative logos may be used in place of the original 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 original version these logos are the only versions that can be used.

Style Guide 20


Incorrect Usege

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

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.

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

The logomark cannot be rotated or altered in any way.

The logomark and logotype must not merge.

21 Style Guide


Color Palette

The decision behind choosing these particular colors were color meaning, symbolisum and the desire to stay connected to what the brand represents. 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 material that is related to the brand of Jackson Hinds Comprehensive Health Center.

C: 15 M:100 Y: 90 K: 10

R:190 G: 30 B: 45 H:354

C:100 M: 0 Y: 0 K: 0

R: 0 G: 174 B: 239 H: 196

C: 85 M:50 Y: 0 K: 0

R: 28 G: 117 B: 188 H: 206

C: 50 M: 0 Y: 100 K: 0

R: 141 G: 198 B: 63 H: 84

HEX: BEE1E2D

C:53 M: 0 Y: 18 K: 0

R: 110 G: 203 B: 211 H: 183

HEX: 6ECBD3

HEX: 1C75BC

HEX: 00AEEF

HEX: 8DC63F

C: 100 M: 0 Y: 100 K: 0

R: 0 G: 166 B: 81 H: 148

HEX: 00A651

Style Guide 22


Typeface Optimus Princpes Semi bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>

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 material that is related to the brand of Jackson Hinds Comprehensive Health Center.

Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>

Cambria ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>

Cambria Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%&*()?<>

23 Style Guide


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 tenets and photos that fit the company clinical settings.

Style Guide 24


Photo Examples

25 Style Guide


Style Guide 26


Logo Clear Space

A minimum clear space equals to the capital 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.

27 Style Guide


Promotional Items 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.

Style Guide 28


Promotional Items

29 Style Guide


Style Guide 30


Section 0.4 Final Design

31 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.

These advertisment examples shown designed to fit 11x17 poster, but can be altered to fit other sizes and publications.

Final Design 32


Stationary Set Jackson Hinds COMPREHENSIVE HEALTH CENTER

growth

Quality

families

33 Final Design

Nurturing

daughters

Innovative mothers

babies

Supportive

Caring

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, text and graphics may be use incase of buget issues.

health

Dedicated

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


3502 West Northside Drive Jackson Hinds COMPREHENSIVE HEALTH CENTER

Jackson, MS 39213

Jackson Hinds COMPREHENSIVE HEALTH CENTER 3502 West Northside Drive Jackson, MS 39213 601-362-5321 • 601-364-5159 • www.jackson-hinds.com

Final Design 34


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.

35 Final Design


Final Design 36


Motion Graphics 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.

37 Final Design


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Final Design 38


Dr Jays. (2012). Society : Band-Aids for every shade. Retrieved July 25, 2012 from http://live.drjays.com/index.php/ 2007/06/27/band-aids-for-every-shade/ Eat Smart Move More Weigh Less. (2012). Tag Archives: pedometer. On The Move All Day But Not Active?. Retrieved July 25, 2012 from https://esmmweighless.com/tag/pedometer/ Fertnig. (2012). 15256471 Stressed and tired mother working on financial issues. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-15256471-stressed-and-tired-mother-working-on-financial-issues.php Fotofrog. (2012). 6395710 Examination room. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/ stock-photo-6395710-examination-room.php Fox40tv. (2012). MEAâ&#x20AC;&#x2122;s Your Take on Our Tune. News. Retrieved July 25, 2012 from http://www.fox40tv.com/news/local/story MEAs-Your-Take-on-Our-Tune/cEFj66U4HESB5kjwi5_hWw.cspx Go Local Pro. (2012). News: Health Reform Repeal Would Cut Benefits for Nearly 400,000 in RI. Retrieved July 25, 2012 from http://www.golocalprov.com/news/health-care-reform-repeal/ Iofoto. (2012). 5968315 Mother holding baby for pediatrician to examine. iStockphoto. Retrieved July 25, 2012 from http:// www.istockphoto.com/stock-photo-5968315-mother-holding-baby-for-pediatrician-to-examine.php Jackson-Hinds Comprehensive Health Center. (2012). About Us. Retrieved July 25, 2012 from http://www.jackson-hinds.com/ about.aspx

39 Final Design


Katalinamas. (2012). 14728115 baby looking at camera with mother. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-14728115-baby-looking-at-the-camera-with-her-mother.php Kupicoo. (2012). 20742055 This is my dream occupation. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/ stock-photo-20742055-this-is-my-dream-occupation.php MEA Medical Clinics. (2012). About Us. Retrieved July 25, 2012 from http://www.meamedicalclinics.com/ Mocker-bat. (2012). 12740106 Latina mother playing with her baby boy son on bed. iStockphoto. Retrieve July 25, 2012 from http://www.istockphoto.com/stock-photo-12740106-latina-mother-playing-with-her-baby-boy-son-on-bed.php Motivators. (2012). Bags: Non-Woven Economy Tote Bag. Retrieved July 25, 2012 from http://www.motivators.com/ Promotional-Custom-NonWovenEconomy ToteBag1312x14-45840.html Motivators. (2012). Key Chains: Pill cutter key chain. Retrieved July 25, 2012 from http://www.motivators.com/ Promotional-Custom-PillCutterKeyTag-27576.html Motivators. (2012). Mugs: Stainless Steel Double Wall Tumbler With Straw - 16 oz. Retrieved July 25, 2012 from http://www.motivators.com/Promotional-Custom-StainlessSteelDoubleWallTumblerWithStraw16oz-56935.html Nicolas. (2012). 17803354 Scientific research. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/ stock-photo-17803354-scientific-research.php

Final Design 40


Pencils4Less. (2012). Key Chains: Whistle Keychain Light. Retrieved July 25, 2012 from http://pencils4less.com/ shop/index.php?main_page=product_info&cPath=6&products_id=17&zenid=g01vtf5bkh7d9u32j4cvaho5r5 Posot-photography. (2012). 19328979 Doctor With Piggy Bank. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-19328979-doctor-with-piggy-bank.php Prune Juice Media. (2012). Now weâ&#x20AC;&#x2122;re up to 50 million Uninsred Americans. Retrieved July 25, 2012 from http://www.prunejuicemedia.com/2010/now-were-up-to-50-million-uninsured-americans/ Redhumv. (2012). 10659284 Distressed Senior Woman with Bills. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-10659284-distressed-senior-woman-with-bills.php Reflekta. (2012). 4281661 Family enjoying together. iStockphoto. Retrieved July 25, 2012 from http:// www.istockphoto.com/stock-photo-4281661-family-enjoying-together.php Richyrichimages. (2012). 8172692 Portrait Of Smiling Teenage Girl. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-8172692-portrait-of-smiling-teenage-girl.php

Selimaksan.(2012). 18095052 Man having a medical examination via MRI scan. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-18095052-man-having-a-medical-examination-via-mri-scan.php Sjlocke. (2012). 10336823 Pediatrician: Checking Blood Pressure. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-10336823-pediatrician-checking-blood-pressure.php

41 Final Design


Sjlocke. (2012). 10142676 Pediatrician: Checking throat. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-10142676-pediatrician-checking-throat.php Sjlocke. (2012). 10272223 Pediatrician: Cleaning the injection area. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-10272223-pediatrician-cleaning-the-injection-area.php?st=c46a457 SKS. (2012). Plastic Containers: Lip Balm Tubes, Natural Lip Balm Tubes w/ Red Caps. Retrieved July 25, 2012 from http://www.sks-bottle.com/340c/fin8f.html St. Dominicâ&#x20AC;&#x2122;s. (2012). About Us. Retrieved July 25, 2012 from http://www.stdom.com/ Sturti. (2012). 14805393 Man Paying the Bills. iStockphoto. Retrieved July 25, 2012 from http://www.istockphoto.com/stock-photo-14805393-man-paying-the-bills.php Software Mania.it. (2012). WMV Player. Retrieved July 24, 2012 from http://www.softwaremania.it/files/ 2011/01/img_wmv_player.jpg Womack, N Ashley. (2012). Mother and Daughter. Photo taking August 17, 2012. 47 Cedar Place, Jackson, MS 39212 Yuyao Municipal Commercial Foreign Trade Co., Ltd. (2012) Promotional Gifts: Stress Balls. Retrieved July 25, 2012 from http://www.chinaforeigntrader.com/productdetail/74918/squeezeball.htm

Final Design 42


3502 West Northside Drive Jackson, MS 39213 Phone: 601-362-5321 Fax: 601-364-5159


Jackson Hinds Comprehensive Health Center Project Book (Final)