WestCare Brand Guidelines

BRAND GUIDELINES sharing our WestCare story across the world

Rev. July 2024

TABLE OF CONTENTS WELCOME

3

PURPOSE OF THIS DOCUMENT

4

OUR BRAND We Are WestCare

6

Mission and Vision

7

Credo

8

Our Motto

9

Program Areas and Service Domains

10

Global Brand Position/Identity, Personality, and Communication Elements 11 Regional Brand Position/Identity

12

OUR VISUAL ELEMENTS & ASSETS

OUR BRAND IMAGERY

45

Photography

25

Social Media

46

Our Approach

26

Social Media Best Practices

47

Humanistic Imagery

27

Social Media Toolkit

49

Uplifting Imagery

28

Videography

29

Best Practices

30

Try to Avoid

31

Media Releases

32

Resources

33

LINK DIRECTORY

50

THANK YOU

51

OUR IMPLEMENTED COLLATERALS Stationery

35

Printed Collateral

36

Presentations

37

Email Signatures

38

Signage and Advertising

39

Branded Products and Merchandise

40

Our Logo

14

Alternative Usage

16

Size and Spacing

17

Variations

18

Co-Branding Logo Usage

19

Color Palette

21

Typography

22

Guiding Principles

42

Discontinued or Dated Assets

23

Websites

44

WESTCARE BRAND GUIDELINES

Online Advertising

OUR ONLINE PLATFORMS

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WELCOME We are glad you’re here.

Welcome to WestCare’s brand guidelines document! This resource has been carefully crafted with the hope that it empowers you to not only understand but also embody the essence of what WestCare stands for. Let this guide serve as your beacon, uplifting our mission, values, and brand with every step you take. Our aim is to foster a deep connection through consistency in all we do, enabling us to build unparalleled value and trust in our messaging and voice. Together, we can achieve remarkable things.

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THE PURPOSE OF THIS DOCUMENT It’s a group effort.

These brand guidelines have been designed to help our teams consistently build the WestCare brand identity.

Consistency across all our messaging and materials is key to ensuring that our WestCare brand is instantly recognizable and resonates with our audiences. We hope that when equipped with a memorable brand, telling the story of WestCare and how we are all linked worldwide becomes easier.

We hope you find this useful and engaging.

If you have any questions or need any guidance, reach out to the WestCare Marketing team via email to marketing@westcare.com

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OurBRAND WESTCARE BRAND GUIDELINES

WE ARE WESTCARE WestCare is a global network of nonprofit organizations dedicated to behavioral health and human services. We offer a range of services, including treatment and rehabilitation, mental health support and awareness, emergency assistance, housing opportunities, education and prevention programs, support for those involved in the criminal justice system, assistance for individuals affected by domestic violence, and services for Veterans.

WestCare's behavioral health and recovery support services cater to the needs of individuals in the diverse communities we serve across the United States, its territories, and international locations.

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MISSION AND VISION It’s why we are here.

Our Mission:

Our Vision:

To empower everyone with whom we come into

To devote our best collective and individual

contact to engage in a process of healing, growth

efforts towards "Uplifting the Human Spirit" by

and change benefiting themselves, their families,

consistently improvising, expanding and

co-workers and communities.

strengthening the quality, efficacy and costeffectiveness of everything we do in building for the future.

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CREDO We believe our first responsibility is to our clients and the families from which they come to us seeking help and hope. We must meet them where they are, treating them with the dignity they deserve and recognizing the value of the human spirit. In meeting their needs, our first priority is to provide the highest quality services possible and to make them accessible to those in need.

We are responsible to our employees, the men and women who work with us throughout the world. Each one must be considered as an individual.

We respect their dignity and recognize their merit. They must have a sense of security in their jobs. Compensation must be fair and adequate, and working conditions must be clean, orderly, and safe. We must be mindful of ways to help our employees fulfill their family responsibilities.

Employees must feel free to make suggestions and complaints. There must be equal opportunity for employment, development, and advancement for those qualified. We must provide competent management, and their actions must be just and ethical.

We are responsible to the communities in which we live and work, to the community councils who guide our local efforts, and to the world community in which we all are citizens. We must be good citizens – support good work and charities, and bear our fair share of civic responsibility.

We must encourage civic improvements and better health and education. We must maintain, in good order, the properties we are privileged to use, protecting the environment and natural resources.

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OUR MOTTO The motto "Uplifting the Human Spirit" embodies the core mission of WestCare. It signifies our commitment to fostering an environment of hope, encouragement, and empowerment for those we serve. At WestCare, we believe that by nurturing the mental, emotional, and spiritual wellbeing of individuals, including children and families, through our behavioral health, education, and prevention services, we can inspire positive change and help them overcome challenges.

Our approach is trauma-informed and holistic, recognizing that recovery and wellness are multifaceted processes that demand compassion, understanding, and community support.

Through our diverse programs and services, we aim to uplift the human spirit, enabling every individual to lead a fulfilling life and contribute positively to their communities.

Uplifting the Human Spirit WESTCARE BRAND GUIDELINES

PROGRAM AREAS AND SERVICE DOMAINS WestCare offers programs and services across the continuum of health and human services. Every doorway into one of our

Treatment & Rehabilitation

Mental Health & Wellness

Emergency Support

Housing Opportunities

Education & Prevention

Veteran Services

Criminal Justice

Domestic Violence

programs is designed not only to lead to solutions for the presenting issue but to be a first step toward identifying what may be other complicating and co-occurring factors impacting the life of a whole human being. We create a continuum of person-centered and trauma-informed care, with each and every one of our programs recognized for its clinical excellence, coordinated access, and collaborative innovation.

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GLOBAL BRAND POSITION/IDENTITY, PERSONALITY, AND COMMUNICATION ELEMENTS We empower, uplift, and always strive for excellence.

Brand Position/Identity

Brand Personality

Communication Elements

Uplifting Spirits, Inspiring Hope,

Compassionate

Empathy & Understanding: Always convey a deep understanding of the challenges

and Changing Lives

Trustworthy

faced by individuals struggling with mental health issues or substance use disorders.

Pioneering Advanced Behavioral

Inclusive

Our language should be warm, inclusive, and free from judgment, emphasizing that

Health Solutions

Innovative

WestCare is a safe space for healing and growth.

Supporting Every Step of the

Supportive

Hope & Optimism: Infuse language with positivity, focusing on recovery,

Recovery Journey

transformation, and the potential for a brighter future. Take any opportunity to highlight

Strengthening Mental Health

success stories that can inspire and give hope to others.

Foundations Through Collaboration

Accessibility & Support: Express the ways in which support is available, making it

Empowering Families and Children

known that help is easy to access and available in various forms. This includes

Through Comprehensive Education

promoting services, resources, and programs designed to meet people where they are

and Services

in their journey to wellness.

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REGIONAL BRAND POSITION/IDENTITY While WestCare is a large nonprofit organization with a significant global footprint, we recognize and value the unique identity of each region in which we operate. Each WestCare entity, region, and state has its own distinct needs, cultures, and community dynamics, which are reflected in the diversity of services we provide. Our brand guidelines offer comprehensive principles and tips on how to communicate our mission and values universally. However, we strongly encourage each region to adapt these guidelines to better emphasize their specific services and align with their local vibe. This tailored approach ensures that our messaging is not only consistent but also resonant and deeply connected with the communities we serve, making our impact as effective and meaningful as possible.

If you have any questions or need any guidance, reach out to the Marketing team.

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OurVISUAL ELEMENTS & ASSETS WESTCARE BRAND GUIDELINES

OUR LOGO Representing a beacon of hope with a warm and bright sun peaking over a mountain range Our logo features a sun either rising or setting above three peaks, with a body of water below them.

The overall feeling of the WestCare logo is one of positivity. It is designed to show the radiance of the sun, heralding the dawn of possibility with warm hues that speak to a future bright with promise and warmth. The logo evokes a sense of stability and structure, with clear lines and bold colors reflecting our unyielding commitment to foundational values and strength. This emblem, a beacon, resonates with a call to action, inviting us to rise and meet challenges with the same unwavering intensity as the depicted sunrise.

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OUR LOGO

Cont.

The WestCare logo is comprised of a mark and logotype (primary and secondary). The mark and primary logotype should always used to establish our brand identity and build awareness.

Mark

With WestCare operations in 17 states, three territories, and two republics, the secondary logotype will represent each location’s state or region name and will always be located under the primary logotype.

You can find approved logos in the region’s folder within the Marketing SharePoint Drive: westcare.link/marketing

Primary Logotype

Secondary Logotype

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ALTERNATIVE USAGE All alternative usages of the WestCare logo must be approved by the Marketing department before use.

The primary logotype is only used in unique circumstances and will need approval before use

Unacceptable Usage Do not alter the WestCare logo. The following are unacceptable ways of reproducing the WestCare logo:

WestCare NEVADA Do not change colors or fonts

Do not add shadows that affects legibility of the logo

Do not stretch, squish, or edit

Do not add borders

Full white logo is used when placing the logo on top of the primary brand colors (see page 19) and full black logo is only used in unique circumstances and will need approval before use

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SIZE AND SPACING When using the WestCare’s full logo or logotype, it is important to give enough clearing room all the way around equally to ensure legibility. As a rule of thumb, the width of one ‘E’ from the logotype is the minimum amount of breathing

Minimum Clear Space: The width from one “E’ of the logotype

room that should always be given to our logo.

The size of our logo can also affect legibility so it is important to never have the width of the logo be less than 100 pixels (digital) or 1.25 inches (print).

Minimum Logo Widths: Screen: 100 px Print: 1.25 in

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VARIATIONS The WestCare logo has approved variations that include the 50th year anniversary logo and the regionally secondary logotypes.

All other variations of the WestCare logo must be approved by the Marketing department before use.

You can find approved logos in the region’s folder within the Marketing SharePoint Drive: westcare.link/marketing

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CO-BRANDING LOGO USAGE

A few examples of approved logos and cobranding usages for programs and projects:

Programs and Projects Programs with their own approved logo can be used on it’s own logo with “A Program of WestCare” or can be combined with the WestCare logo in approved logo combinations.

Projects with their own approved logo and/or brand must include a "A Project of WestCare" logotype within the logo. Including the WestCare logo is optional but permitted in approved logo combinations.

A PROGRAM OF WESTCARE GULFCOAST - FLORIDA

TRAUMA INFORMED MINISTRY MODEL TRAINING PROGRAM

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CO-BRANDING LOGO USAGE

A few examples of current and approved DBA’s:

Cont.

A

E RIC

AM

F

IA

NC

O

LL

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YA

different name. Unless otherwise specified, including the WestCare logo permitted in approved logo combinations.

FAVA F A MIL

Doing Business As (DBA) In certain instances, WestCare operations are ‘doing business as’ a

EF

OR VETERA

NS

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COLOR PALETTE

Primary Colors

Warm, uplifting, and powerful.

Our primary color palette consists of a high-spirited gold, a warm, uplifting orange, and a powerful, deep blue. These colors are utilized in our three-color logo mark and throughout our assets to build a recognizable and inviting brand.

SPIRIT GOLD CMYK: 0, 27, 76, 0 RGB: 254, 192, 87 HEX CODE: #FDBF57

Our secondary colors serve to support, highlight, and avoid over-usage of our primary colors. In addition, white is an important component of the color palette, serving as a seventh “color.” All WestCare designs should incorporate a good

Secondary Colors

amount of whitespace.

CMYK: 0,21, 94, 1 RGB: 253, 199, 14 HEX CODE: #FDC70E

If you have any questions or need any guidance when providing printers/vendors color codes, reach out to the Marketing team.

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LIGHT GOLD

UPLIFTING ORANGE

EMPOWERING BLUE

CMYK: 0, 69, 100, 6 RGB: 228, 107, 31 HEX CODE: #E46B1F

CMYK: 100, 60, 0, 18 RGB: 0, 86, 153 HEX CODE: #005699

LIGHT BURNT ORANGE CMYK: 0, 46, 82, 12 RGB: 224, 122, 40 HEX CODE: #E07A28

LIGHT BLUE CMYK: 17, 6, 0, 1 RGB: 210, 238, 252 HEX CODE: #D2EEFC

Do not create materials that do not include these colors. These colors help identify our brand to communities we serve.

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TYPOGRAPHY These are our approved fonts that should be used in all official collaterals as much as is feasible. It is recommended to use the font that works best with your design and to always be consistent.

Primary Fonts

OptiJake

The WestCare primary logotype is

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

OptiJake. This font should be used for main headers and titles. The supporting primary font is Moontime. This font should be used for alongside OptiJake to create a visual separation and hierarchy. Due to the cursive nature of Moontime, it can interact

In some instances, such as general documents and forms, the default Microsoft font, Aptos, can be used as well.

You can download these fonts from the Marketing SharePoint Drive and the IT department can help install the fonts onto your computer.

and overlap with OptiJake.

Arimo

Arimo is the main secondary and is

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

the preferred font for all text or copy that is not a header or title in all collaterals. Open Sans can be used for subheadings and as the MS Word and PowerPoint.

If you have any questions or need any guidance, In MS Word and PowerPoint the Microsoft default font, Aptos, can be used in replaced of Arimo.

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Secondary Fonts

substitute for the primary fonts in

reach out to the Marketing team.

Moontime

Uses: Preferred font for body copy in collaterals.

Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Uses: Can be used for subheadings in collaterals 22

DISCONTINUED OR DATED ASSETS

Examples of discontinued designs and assets:

Adhering strictly to our current brand guidelines is essential for maintaining the strength and coherence of our brand identity. Utilizing discontinued designs or outdated assets is strongly discouraged as it can significantly dilute the impact of our brand. Consistency across all our materials is key to ensuring that our brand is instantly recognizable and resonates with our audience. By avoiding the use of retired patterns, textures, and design elements, we safeguard the integrity of our brand and reinforce our commitment to professionalism and quality. Should you have any questions about what is current or discontinued, please reach out to the Marketing team for clarification and guidance.

Do not use: light blue gradient background faded white sunrise heavy shadow on WestCare logo wavy orange and yellow lines elements separated from approved logo mark

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OurBRAND IMAGERY WESTCARE BRAND GUIDELINES

PHOTOGRAPHY Imagery plays a powerful role in expressing our mission.

Our mission is encapsulated in two pivotal words that guide our choice of imagery for WestCare: "human" and "uplifting." Given our expansive range of services across diverse communities worldwide, pinpointing images that fully represent WestCare can be challenging. Therefore, our main goal should be to select imagery that captures the essence of our clients and staff's humanity as they experience support in various situations.

When it comes to selecting photographs, prioritize candid and authentic images over those that are overly stylized or posed. It's also crucial to adhere to HIPAA regulations when using any photos of current or former clients. Ensure every client depicted has provided a signed media release form, permitting us to use their images.

Acceptable photos can fall into two categories: Humanistic: Photos depicting smiling faces or positive group interactions of our very own staff or clients.

Uplifting: Photos showing people supporting others that evoke a sense of hope, joy, and inspiration.

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OUR APPROACH No one does it better.

While it's true that there are countless stock images available that could represent our brand and mission, the most authentic and compelling photography comes directly from you, our dedicated staff. Your unique perspectives and experiences within our company bring a level of authenticity and connection that no stock image can replicate. Capturing moments through your eyes allows us to tell our story in the most genuine way, resonating with our audience on a deeper level. Your photographs not only showcase our brand's essence but also highlight the passion and dedication behind our mission, making our visual narrative truly one of a kind.

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HUMANISTIC IMAGERY Our photographs and visuals are more than just images; they are windows into the soul of our organization, revealing the compassion, resilience, and joy that fuel our mission. By focusing on the human side of our work, we invite the world to see the individuals behind our cause - the smiling faces, the shared laughs, and the collective triumphs. These moments not only highlight the impact of our efforts but also create a powerful avenue for people to connect with us on a deeper level. We believe that by sharing these humanistic images, we can foster a sense of community and belonging, encouraging others to join us in making a difference. Whether it's a volunteer lending a helping hand, a staff member sharing a moment of kindness, or a client finding their strength - each image tells a story of hope, empowerment, and unity.

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UPLIFTING IMAGERY Utilizing uplifting imagery that showcases people supporting one another aligns with our core values. Such imagery serves as a powerful visual testament to the impact and importance of collective action and empathy while captivating the audience's attention. One way this can be visually represented is with hands that are supportive or outreaching. The goal is to evoke feelings of hope, joy, and inspiration - touching hearts and compelling individuals to reflect on their own capacity to contribute positively. This not only fosters a stronger, more engaged community around the WestCare brand but also amplifies the message of unity and the potential for good that lies in accepting help and support. In essence, it reinforces our mission, Uplifting the Human Spirit in a way that words alone cannot achieve.

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VIDEOGRAPHY Our videography’s overall tone should be uplifting, focusing on positive outcomes and the possibility of change, reinforcing the message that support is available and recovery is possible. An ideal video should be empathetic, informative and inspiring, with an aim to educate our audience about mental health and substance use issues, break down stigmas, and showcase the impact of WestCare’s services. Additionally, using videos that highlight our services, programs, and how our communities can support or get involved is essential for expanding our reach.

Authentic testimonials from individuals who have been directly (our clients) or indirectly (family or community members) impacted by WestCare can be incredibly powerful by offering real-life stories of hope and recovery. It’s crucial to maintain sensitivity and confidentiality, ensuring any client’s identity is protected.

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BEST PRACTICES When in doubt, use these best practices.

Ensure photos/videos are clear, proportional, and high quality: Check to ensure the resolution is turned up for versatility. Please refrain from using filters and edits as they change the proportions/quality.

Maintain HIPAA compliance: Always obtain client media releases before using their images. If you can’t use images of clients, think of a more abstract and non-identifying way to represent our clients.

Use candid and authentic

Use diverse and inclusive

images.

images that represent the communities we serve.

Share photos/videos with Marketing: We're telling our story through various platforms, and sharing can help the story develop a global reach.

Staying current: When possible, update photos/videos in collaterals to keep things fresh.

Photos/videos should be authentic: Feature actual people we serve, volunteers, supporters, and staff when telling individual stories, with signed media releases.

Use images that are warm and

Use real images over stock

hopeful.

images, if possible.

If you have any questions or need any guidance, reach out to the Marketing team.

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TRY TO AVOID Photography pitfalls that do not align with our approach.

WESTCARE BRAND GUIDELINES

AVOID photos with no focal point

AVOID generic or overused stock

AVOID imagery that may be

or subject.

imagery.

triggering for some.

AVOID imagery that focuses on

AVOID heavily edited or artificial

AVOID staged or exaggerated

guilt over hope.

images.

effects/poses.

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MEDIA RELEASES Gaining Access to the Media Release Form You can find a copy of our Media Release form (in English or Spanish) in our Marketing SharePoint Drive or visit westcare.link/mediareleaseform This can be signed digitally or in person; it may be helpful to keep a few copies printed and a digital version saved on any device for quick access.

Ask for Permission It is important that our clients feel safe and protected. All you have to do is ask if we have their permission to use images or videos that they are included in. It is equally important that we protect their identities in accordance with HIPAA laws. Only take photos and videos during appropriate instances, like during events or workshops; do not take photos/videos during counseling sessions or private meetings. When capturing images at any WestCare-organized events, it is best to make it known that any and all attendees may be photographed or recorded, and they may be used for WestCare’s social media, publications, etc. We should always honor the request of anyone who asks not to be photographed or recorded, and they can change their mind at any time.

Keep Signed Media Releases in a Safe Place Our Marketing SharePoint Drive can only be accessed internally, so if you need a place to store Media Release forms, you can within your Region's folder! Printed forms can be scanned and placed here or store them somewhere safe within your region's main office.

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RESOURCES Where to Find Photos and Videos Photos should always match the story being used, and we prefer to feature actual people we serve, volunteers, supporters, and staff when telling individual stories with signed media releases.

In instances where authentic imagery is not available or suitable for use, stock imagery may be used as an alternative. However, it is recommended that the selected stock images closely resemble reality and accurately represent the diverse communities and clients we serve. This approach ensures that our visual content remains relatable and respectful to the individuals' narratives we aim to share. You can find free stock images on resources such as Canva, Unsplash, Pixabay, Pexels, Freepik, and more.

Helpful Links/Resources Marketing SharePoint Drive: westcare.link/marketing WestCare Official Express Blog: westcare.com/express

WestCare Social Media Pages: westcare.social/facebook | westcare.social/instagram | westcare.social/twitter | westcare.social/linkedin

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OurIMPLEMENTED COLLATERALS WESTCARE BRAND GUIDELINES

STATIONERY WestCare has created templates of branded collaterals for use in all regions. All items are available for purchase from our WestCare ProShop: westcare.link/proshop You can also find your region’s editable letterhead in your region’s folder within the Marketing SharePoint Drive: westcare.link/marketing

Notepads Letterhead

If you have any questions or need any guidance, reach out to the Marketing team.

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Business Cards

Folders

Envelopes

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PRINTED COLLATERAL WestCare has created templates of branded collaterals for use in all regions. If you need collateral not listed here, WestCare’s Marketing team can help create any printed collaterals needed. You can also find your region’s completed collaterals in your region’s folder within the Marketing SharePoint Drive: westcare.link/marketing

One-Page Flyer (8.5 x 11 in)

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Org. Chart

(8.5 x 11 in)

Fast Facts

(8.5 x 11 in)

Pushcard Two-Sided (4.25 x 5.5 in)

Tri-Fold Brochure

Two-Sided (11 x 8.5 in)

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PRESENTATIONS WestCare has created a Microsoft PowerPoint template for use in all regions.

This template is editable for easy use and can be downloaded from the WestCare General folder within the Marketing SharePoint Drive: westcare.link/marketing

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EMAIL SIGNATURES Using consistent email signature designs is crucial for WestCare employees as it enhances brand recognition and conveys a professional image of the organization. A unified approach ensures that all communications from WestCare are easily identifiable, promoting a cohesive brand identity. This consistency in email signatures across all employees not only aids in maintaining a strong, unified corporate image but also instills confidence in the recipients about the organization's attention to detail and professionalism. It's an essential step in building and maintaining the trust and recognition of WestCare among clients, partners, and the broader community.

WestCare 50th Anniversary Logo Full Name and Pronouns

To update your email signature, download our how-to guide here: westcare.link/emailsignature

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Job Position Operation’s Location/Region/Program

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SIGNAGE AND ADVERTISING Sometimes we have big ideas.

Signage and advertising projects carry unique significance and have the power to significantly impact our brand's visibility and message. These special projects require a creative and consistent approach to ensure they align with WestCare's brand guidelines and ethos. To achieve this, our marketing team is on hand to assist with the design and development of these materials. By collaborating with our team, we can ensure that your signage or advertising ideas are not only innovative but also remain true to our brand's standards and values. We'll work to bring them to life in a manner that upholds the integrity and identity of WestCare.

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BRANDED PRODUCTS AND MERCHANDISE Show your WestCare pride!

Our WestCare ProShop also includes branded apparel to help our staff look professional while also showing their WestCare pride. Promotional items that can be used as giveaways are also available.

All items are available for purchase from our WestCare ProShop: westcare.link/proshop If you need merchandise not listed here, WestCare’s Marketing team can help create or find items needed.

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OurONLINE PLATFORMS WESTCARE BRAND GUIDELINES

GUIDING PRINCIPLES While there is no precise, foolproof method for navigating our online platforms, we hope these principles can help you get started.

Engage Our online presence should ways be engaging. We can do this by cultivating an environment that is not only welcoming but also interactive. To embody this principle, we prioritize responsiveness and active participation in our digital spaces. When individuals take the time to comment or interact with our content, we ensure they are met with timely and thoughtful follow-ups. By extending our engagement to include interacting with our community partners' online platforms, we foster a sense of unity and collaboration. Additionally, we are committed to promptly answering messages and questions, demonstrating our dedication to accessibility and support. Through these actions, we strive to create a digital atmosphere that is engaging, friendly, and reflective of our values.

Educate Using educational content can enhance engagement and awareness. It would be beneficial for our audiences if we share resources and explain the process of how to access WestCare's services. Themed days, like #TuesdayTip or #WisdomWednesday, can help us organize content and build consistency for our audiences. Additionally, include statistics from government sources to not only provide credible information, but also to meet grant requirements for disseminating information and raising awareness.

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GUIDING PRINCIPLES

Cont.

Storytelling As we share the essence of our brand, it's crucial to remember that we are not just communicators; we are storytellers at heart. WestCare is embarking on a mission to weave our rich history into every piece of communication we release. Our goal is not merely to inform but to create meaningful experiences that Uplift the Human Spirit.

In every message we send out into the world, let's frame recovery as a journey of empowerment. It's essential to consider our audience, which ranges from various referral sources to clients at different stages of their lives. Our language should be accessible, avoid overly clinical terms, and resonate with the everyday person.

Should you ever find yourself in need of guidance on tailoring your message, don't hesitate to reach out. Send an email to the Marketing Team at marketing@westcare.com, and we'll collaborate to ensure our messaging consistently reflects our commitment to empowering and uplifting the communities we serve.

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WEBSITES While we aim for westcare.com to serve as a comprehensive resource for anyone seeking support or understanding more about WestCare's global reach, we recognize the importance of providing detailed, region-specific information. To address this need, individuals interested in more in-depth, localized content can request the creation of individual, region-specific websites.

This can be done by reaching out directly to the WestCare Marketing team, who will refer them to the Software Development team. During this process, Marketing and Software Development will work closely with the requester to ensure that the specific needs and nuances of each region are accurately and effectively represented, thereby enhancing the support and information available to our communities.

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ONLINE ADVERTISING An effective way to expand outreach.

Crafting digital narratives for WestCare's initiatives encompasses a delicate balance. It's about weaving empathy, knowledge, and support into every message, ensuring they touch the hearts of those in search of guidance. In the realm of online advertising, our mission is to connect meaningfully with individuals on their journey to wellness. Through carefully curated content on social media, targeted Google or Facebook advertisements, and personalized email outreach, we pledge to honor the privacy and dignity of every individual. Our strategy is rooted in understanding – segmenting our audience to deliver messages that resonate personally. We bring forward stories of hope and triumph, shared with consent, to illuminate the path for others. By harnessing the power of SEO, we ensure that anyone needing behavioral health services finds a beacon in WestCare. Our commitment extends to ongoing analysis and refinement of our campaigns, ensuring our outreach is not only effective but also compassionate and respectful at every touchpoint.

If you have any questions or need any guidance, reach out to the Marketing team.

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SOCIAL MEDIA Our focus on social media is crucial for amplifying WestCare’s mission, engaging with communities, sharing our amazing success stories and staff experiences, and fostering awareness about its comprehensive behavioral health and human service programs, ultimately enhancing its impact on a global scale.

The Marketing Department is responsible for the creation and supervision of all WestCare social media platforms. For those interested in launching a new profile, approval and initiation must be routed through our Marketing team. Following the establishment of a profile, we strongly recommend appointing a dedicated team member(s) within your region or program to oversee social media duties, whom the Marketing team can grant access to social media profiles. To ensure our digital footprint thrives, it is crucial for the designated staff member(s) to work hand-in-hand with the Marketing team, pooling resources and creativity to curate engaging content and effectively manage our social platforms.

WestCare proudly operates both global social media accounts and dedicated profiles for each of our unique regions/locations, ensuring we can share the specific highlights and operations pertinent to each area. If you aren’t currently following these profiles, we highly recommend doing so to help grow our brand and social media presence.

WestCare Social Media Pages: westcare.social/facebook | westcare.social/instagram | westcare.social/twitter | westcare.social/linkedin

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SOCIAL MEDIA BEST PRACTICES Prioritize privacy and sensitivity: It's essential to treat all communications with the highest level of confidentiality and sensitivity. Avoid sharing personal information or stories without explicit consent, and always respect the privacy of the individuals and communities served.

Educate and inform: Use social media platforms to educate the public about important health issues, services WestCare provides, and ways to find support and help. Share accurate, up-to-date information from credible sources to help combat misinformation.

Engage with empathy and respect: Engagement should always be carried out with a tone of empathy, understanding, and respect.

Whether responding to comments, sharing stories, or addressing concerns, the approach should always be considerate and reflective of our mission of Uplifting the Human Spirit.

Highlight success stories and positive impact: Share success stories and testimonials (with permission) that highlight the positive impact of our programs and services. This can help build trust and credibility, as well as inspire others who might benefit from WestCare's support to reach out.

Maintain consistency and professionalism: Ensure all social media content is consistent with our branding, values, and messaging guidelines. The tone, style, and visuals should be professional and align with our brand identity. Regularly updating content and engaging with the audience can also help maintain a professional and active online presence.

If you have any questions or need any guidance, reach out to the Marketing team.

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SOCIAL MEDIA BEST PRACTICES

Cont.

Which platform should you use?

The information you are sharing, the audience you want to reach, and the overall goal are all factors in deciding what platform you should use: Facebook boasts the largest audience and

LinkedIn serves as a vital platform for

X (Twitter) and Threads are platforms designed for concise

the highest engagement rate, making it

showcasing our professional identity and value

messaging, useful for managing our reputation, monitoring trends

highly recommended for a broad spectrum

to potential clients, employees, community

and news, driving traffic to our website, and interacting with

of marketing and communication initiatives.

partners, and industry experts. To maintain

customers. However, the majority of WestCare's target audience is

brand integrity and ensure authenticity in our

not active on these platforms.

Instagram is tailored for visual content,

non-profit, WestCare maintains a single profile.

including photos, videos, and graphics. It is

All WestCare employees, regardless of their

YouTube and Vimeo are used for long-form, public-facing video

ideal for showcasing alumni photos and

region or location, are strongly encouraged to

sharing, but due to the presence of ads on YouTube, Vimeo is

testimonials, event highlights, staff

actively engage with our profile. By liking,

recommended. The Marketing team can assist in uploading videos

activities, and outreach efforts. For optimal

commenting on, and tagging WestCare in your

onto Vimeo.

engagement, it's advisable to keep

posts, you help increase engagement, as

captions concise and note that it's not the

personal posts from our employees tend to

best platform for sharing links.

receive the highest interaction.

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SOCIAL MEDIA TOOLKIT

Examples of social media content:

Here’s some ideas to help the development of social media content:

Potential Post Ideas #MotivationMonday

Staff activities/Employee Spotlights

#TuesdayTips

Educational posts about behavioral

#ThrowbackThursday

health, mental health, substance use

#FeelGoodFriday

disorders, WestCare services, etc.

#SelfCareSaturday

Client testimonials and success stories

When Should You Post?

There is no “correct” time to post. It is recommended that posts are scheduled around when your audience may be most active. In addition, direct messages can be sent at any time, and due to the nature of our industry, an immediate response may be needed. It is recommended that an auto-response is set up so those seeking immediate help can find support right away. Auto responses should include phone numbers, email addresses, or other important information that can be used to seek immediate help.

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LINK DIRECTORY

Marketing SharePoint Drive westcare.link/marketing

WestCare ProShop westcare.link/proshop

WestCare Facebook westcare.social/facebook

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WestCare Official Blog westcare.com/express

WestCare Instagram westcare.social/instagram

Media Release Form Email Signature Guide westcare.link/mediareleaseform westcare.link/emailsignature

WestCare Twitter/X westcare.social/twitter

WestCare LinkedIn westcare.social/linkedin

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Thank you!

ANY QUESTIONS? PLEASE CONTACT MARKETING@WESTCARE.COM