Hello, Southwest General.

Hello, Southwest General.

We are the Fearless Thinkers.

TWIST is an independent brand and design agency fighting for market challengers & disruptive causes. We are celebrating a quarter century of helping smaller healthcare centers and hospitals out-market their biggest competitors.

Southwest General Health Center Team:

We appreciate your time reviewing our enclosed response to your Brand Awareness RFP. It has been our pleasure to work closely with the Southwest General marketing team as the health center’s brand and advertising agency over the past four years. We are intimately familiar with Southwest General’s uniqueness, strengths, and challenges and we remain confident we are the right fit to continue supporting the health center as it seeks to stake its claim to its rightful market position and tee up the next chapter for Cleveland’s only community founded and focused health provider.

Please let us know of any questions as you review the information in this proposal.

We look forward to discussing next steps.

Sincerely,

Charlene A. Coughlin charlene@twistcreative.com

M: 216.513.0677

O: 216.631.5411

Bigger healthcare isn’t better healthcare.

The Fearless Thinkers at TWIST have 25 years of experience in healthcare. We have helped some of the smallest health centers and hospitals compete against some of the biggest.

Founded in 2000 with a mission to fight mediocrity, TWIST today is regarded as one of the top independent brand agencies between the coasts. TWIST produces integrated brand campaigns that help market challengers disrupt their market space. Our clients are ambitious and determined competitors who often have a superior offering in their category but have struggled to claim their rightful position with their customers because bigger brands are outspending and outmarketing them.

Our Ohio-based healthcare practice group offers proven brand, marketing, and digital solutions, neatly packaged for small hospitals, clinics & practices. We don’t accept that bigger healthcare is better healthcare. We will educate your patients, promote your doctors’ specialties, and destination services and provide a strategy that maximizes your referral networks and sources.

Smaller healthcare centers know that it is critical that post COVID they get their outpatient procedures and elective surgery numbers back on track quickly to support other services and the financial health of the hospital or practice.

That’s where the Fearless Thinkers do their best work. We have demonstrated many hundreds of times over the past two decades that outthinking flanks outspending. The work we do increases brand equity, sales and revenue by stimulating consumer buying triggers and customer appreciation of differentiation and value.

Key Accounts

Proposed Strategy.

With the Cleveland Clinic quickly moving into Southwest General's territory, it is imperative that the health center stakes its claim to its brand territory. The strategy TWIST proposes will instill in the mind of patients, doctors, staff, and its community the uniqueness, value, and importance of a health center founded by the community, whose ambition is not acquisition, but service to its individuals and families in the community.

As Southwest General's brand agency, we will pursue the following goals:

1. Establish Southwest General's differentiation and why in our customer base.

2. Express the brand value to the community through messages and campaigns that inspire devotion.

3. Position Southwest General as the only independent community health center Southwest of Cleveland.

Phase 1: Research

Discovery

The TWIST Discovery process is a multifaceted approach that blends both in-person interviews with broader online information gathering tools used to gauge brand awareness and perception. Our proprietary approach refined over the past quarter century has demonstrated an exceptional ability to inform a brand strategy and message platform that makes strong emotional connections and creates new conversations that clarify differentiation among healthcare consumers and their influencers. The final outcome is a complete brand platform that serves to elevate a brand’s status and increase its awareness and ultimately its equity.

In-Person Discovery

Our work together begins in Discovery. This process includes meetings with key team members, leadership, physicians and healthcare workers and anyone else who may offer a unique perspective and insight to the state of and challenges for the brand. During this phase of work, we will work collaboratively with the Southwest General marketing and communications team to set the overall goals and the business objectives of the rebrand. Additionally, to better understand the healthcare customer journey, TWIST will map the existing experience (as well as physician and staff recruiting) to uncover opportunities to improve the perception of the brand and the standard of care at every touchpoint.

Consumer & Stakeholder Research

To gain insight into the brand’s current state of awareness and perception TWIST will implement a set of online surveys to key audiences and stakeholders. Audiences will be defined during the Discovery Session(s) with the Southwest General marketing team. To ensure participation, each survey will be designed to require no more than five minutes of the target customer or stakeholder’s time and will be delivered via Southwest General’s preferred email platform. The survey results will be analyzed and insights provided with the intention of identifying the current state of brand awareness and the existing perceptions of both the brand in general, the hospital’s offerings, and quality of care. TWIST will evaluate the results and offer insights as part of brand strategy as to the state of the brand’s equity and awareness and highlight underserved marketing and brand opportunities.

Phase 2: Brand Strategy & Communications Planning

Brand Platform / Strategy Creation

Based on the Discovery Session(s) and the survey results, TWIST will create a set of customer personas and author an in-depth Brand Strategy which includes value propositions per persona, and proposes a cohesive brand positioning statement identifying Southwest General’s current and projected future place in the market. In addition, the finished Brand Strategy will include storytelling in the form of a detailed brand legend (the origin story), brand story (how we talk about the health center today) and a complete key messaging platform that identifies, if required, tagline update, calls to action and specific phrasing for advertising messaging. As part of the brand platform/strategy phase TWIST will mock-up real world creative demonstrations that will offer a window into how the new messaging would be seen by customers and used by team members.

Phase 2: Brand Strategy & Communications Planning (continued)

Communications Planning & Social Media Strategy

The final component of Brand Strategy creation is communications planning, TWIST will provide a detailed Communications Plan which outlines our recommended approach to brand relaunch. The Communications Plan will contain a set of proposed tactics to increase awareness of the legend and story as well as differentiation of Southwest General’s brand and approach. Additionally, the Communications Plan will propose potential paid media, owned media, and earned media opportunities. TWIST will also audit existing customer touchpoints and make recommendations related to items such as: a refreshed website with landing pages, social media strategy, new sales and marketing collateral, and campaigns related to brand awareness.

TWIST will conduct a competitive analysis of social channels of competitors in the area that will help inform Strategy. TWIST will review engagement, impressions and determine how to best reach each target audience through various channels.

The Social Media Strategy will take into account any must haves. TWIST will develop a Strategy for each channel, outlining content structure and determining new ways to engage with each audience.

TWIST will provide a final deliverable in the form of one sample content calendar with sample posts to demonstrate Strategy and build-out for each social media platform. Content themes will be based on available content, as well as recommended campaigns. This document does not include social media management and execution. Following approval of the Strategy, TWIST will deliver an SOW for Social Media Execution.

Community Events and Activations

Concepts for brand right events and on-campus activation will be presented within the Communications Plan. TWIST will work with a partner vendor to provide logistics and execution of these events intended to make personal connections with community members and be emblematic of the Health Center’s legacy as a community built institution that shares the passions of the people it serves.

Phase 3: Identity Design & Execution

Identity Design/Logo

Once the completed Brand Strategy is approved, TWIST will move into the design of a new Brand Identity. The Brand Identity will include a presentation of three logo concepts for Southwest General with one being selected to move forward. The identity/logo concepts will include any must haves, as well as various potential secondary marks required to present the brand in a variety of digital and analog mediums. Once an identity/logo concept is selected, TWIST will move forward with full development, including selection of a primary and secondary color palette, typography, and trade dress. Once all elements are finalized, TWIST will author a comprehensive Brand Guidelines document for use by Southwest General’s marketing team members and partners.

Phase 3: Identity Design & Execution (continued)

Collateral Materials Audit & Execution

Together with the Southwest General marketing team, TWIST will audit all materials currently used and make recommendations for new materials or consolidation of materials. With the audit complete and logo/ identity center Brand Guidelines approved, TWIST will move forward with the build out of all necessary stationery and collateral, including business cards, letterhead, envelopes, forms, email signature, and communication materials.

Signage Audit, Planning & Design

Signage design will begin with a complete campus audit to locate and identify all exisiting signage. This will include the documenting of all monument, on building and directional/wayfinding moments. With a final approved logo and idenity package TWIST will execute upon the agreed upon guidelines to propose signage design for review by the Southwest General communications team. Once approved TWIST will manage design and signage roll-out, including finalizing design and materials for building signage, entry window graphics, and primary on premises directional signage. TWIST will review all vendor estimates, working with Southwest General team to finalize vendor selection, budget and schedules. TWIST will finalize all design based on selected executions.

TWIST will manage vendor relationships, providing the necessary updates to the client team, as needed. Signage vendors will be responsible for construction documentation and city permit management. TWIST will work with the vendor team on a timeline to ensure that the signage is completed a timely fashion.

BOTH Discovery Session with key leadership and stakeholders understand the needs of Southwest General

TWIST Develop Brand Strategy and Communications Plan

BOTH Present Brand Strategy and Communications Plan

SWG Review and provide feedback and revisions

TWIST Develop Identity upon Brand Strategy approval

SOCIAL STRATEGY DEVELOPMENT

TWIST Develop Social Strategy based on the approved Brand Strategy goals

BOTH Present Social Strategy

SWG Review and provide feedback and revisions

TWIST Revise strategy as necessary and move to execution

IDENTITY DEVELOPMENT

TWIST Develop three (3) Identity concepts

BOTH Present Identity concepts

SWG Review and provide feedback and revisions

TWIST Adapt selected Identity as necessary

TWIST Build out Identity (logo files, color palettes, light guidelines)

SIGNAGE + COLLATERAL DEVELOPMENT

TWIST Conduct audit of all signage and collateral materials

BOTH Develop signage and collateral using the approved Identity (business cards, letterhead, PPT, newsletters)

BOTH Present signage and collateral

SWG Review and provide feedback and revisions

TWIST Incorporate revisions and finalize all materials

TWIST Coordinate with vendors and Southwest General for production and installation of interior and exterior signage

Timeline

TWIST Utilize the approved Brand Campaign Concepts from Brand Strategy and build the final campaign

BOTH Present Campaign Buildout

SWG Review and provide feedback and revisions

TWIST Revise and size for all placements

TWIST Campaign to launch in January 2024

SOCIAL MEDIA EXECUTION

TWIST Develop social posts, copy, and content calendars upon approval of social strategy

Budget

*All projects exclude out of pocket costs such as signage production, photography, video content, print production, etc.

Our Work.

Sisters of Charity Health System

A True Devotion to Healing.

“For more than a decade TWIST has been Sisters of Charity’s Agency Partner, TWIST has helped reposition and reintroduce a hospital to the Cleveland market, re-brand the entire health system, design and launch several websites, help negotiate the brand through joint ventures and acquisitions of other practices, as well as consult in an ongoing capacity regarding community outreach. We don’t make a move without them.”

– HEATHER STOLL, VICE PRESIDENT EXTERNAL AFFAIRS, SISTERS OF CHARITY HEALTH SYSTEM

Over a decade of large scale rebrands, positioning exercises, destination services campaigns, strategic partnership consulting, fundraising campaigns and grassroots awareness programs. TWIST knows healthcare.

We are proud that our work in healthcare has been in support of health systems who are seen as the alternative to bigger and louder competitors.

In our work with these clients we have had great success in building confidence in faith based health care's place in a technology worshipping category, we have built messaging campaigns that prove that smaller is better as we have driven destination service patients to regional systems and built inspirational campaigns that lend credence to other regionals specialized and personalized care.

At TWIST we are passionate about healthcare and well versed in the challenges of an ever evolving marketplace as we work with clients such as Medworks who exposes us to the challenges of the Affordable Care Act and Bravo Wellness who informs us around best practices of large self-funding corporations.

In short we understand the market, its challenges, its pace, its audiences and its needs.

Scope of Services

• Brand Strategy & Identity for Health System

• Sales Process & Strategy for multiple service lines

• Brand Architecture for 6 Hospitals, 3 Foundations and 7 Health and Human Services Outreach Ministries

• Collateral Materials for all Ministries

• Advertising Campaigns for Hospitals (Print & Broadcast Commercials)

• 7 Web Sites

• 3 Annual Reports

24 /7

Our cath labs are staffed 24 hours a day, 7 days a week. Our physicians and staff are always prepared for cardiac procedures.

Our medical staff receives information during transport from EMS to ensure that appropriate care begins immediately upon the patient’s arrival.

Sisters of Charity Introduction

St Vincent's Center for Bariatric Surgery

St Vincent's Center for Bariatric Surgery

St. Vincent is Cleveland’s Downtown Hospital

Providence Hospital

Sisters of Charity Heath System — St. Vincent Charity Medical Center

AN AFRICAN AMERICAN BABY IN OUR NEIGHBORHOOD IS 3X MORE LIKELY TO DIE BEFORE AGE 1. WE REFUSE TO ACCEPT THAT. TOGETHER, WE WILL EMPOWER CHANGE.

Are you a new mom, experienced mom or mom to be? Are you pregnant or think you might be pregnant and not sure how you feel about it? Join our community on Facebook, the place to go for support, information and friendship. We speak the truth, we love, we support and together we fight back against statistics that threaten our families.

Join our community at motherhoodsisterhood216.com

“

I remember everything. I had all three of my kids natural, so you really can’t forget that.”

Belinda McPherson, Central Mom

Sisters of Charity Foundation — Innovation Mission Poverty Initiative

Measurable Results

5 Fellows Selected for an 18 month program

Second Round Launched in 2020 (on hold due to COVID-19)

Media Coverage: Crain’s, Cleveland Leadership Center

– JOSH TAYLOR, DIRECTOR OF MARKETING

When not everyone is a winner, everyone can win.

Bravo delivers a game-changing outcomes-based wellness approach to mid-sized corporations who need and want to be aggressive about both the productivity and health of their employees and their bottom line. While Bravo was effectively delivering results with its achievement-based programs, its brand presentation and messaging platform were causing its real quality to be overlooked in favor of louder, more aggressive but less capable providers.

Decoding customer understanding to improve sales process.

TWIST rebuilt the brand and its presentation based upon real conversations with customers in three positions. We interviewed HR directors, managers, and C-Suite decisionmakers to understand their real needs, perceptions of competitors and their perspective on what makes Bravo the best resource. Utilizing research as a base, we built personas and leveraged their guidance to create campaigns, tactics and sales approaches focused on defined purchase triggers.

Scope of Services

• Brand Strategy

• Consumer Research

• Customer Personas

• Design

• Logo & Identity

• Naming

• Collateral

• Tagline Development

• Campaign Creation

• Customer Research Segmentation

“We created the category of outcomes based wellness, but as the word became saturated and nebulous in meaning the more challenging our differentiation became.”

All Bravo Clients

All Bravo Clients Surveyed

Regardless

All Bravo Clients Surveyed

Surveyed

Regardless of position or experience, all individuals in Bravo’s client set have more commonalities

Regardless of position or experience, all individuals in Bravo’s client set have more commonalities

Healthcare cost containment is the most prized attribute of Bravo’s outcomes based wellness. Professionalism & trustworthiness most desirable attributes of the brand.

Investment 30% 18%

78% Head of HR Expense

52% 33% CFO

what matters.

The wellness company that works.

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Wellness Doesn't Work. We Do.

How do I control costs associated with high risks?

How do I decrease health risks in my population?

How do I minimize issues preventing my team from performing?

How do I decrease health risks in my population?

As the ROI of wellness programs continues to be a popular topic, Bravo is experiencing unparalleled results across all industries.

c K P

Greater than 99% participation each year among 1,700 associates.

Claims trend reduced to 1% increase after two (previous trend was 16%).

In year three, 7.6% of participants stopped smoking.

Proven Results: Average cost savings within the first two years with Bravo.

68%

20%

12%

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Tailor Health Promotion Solutions

Activity Programs

Keep employees engaged year-round with a variety of health related activities and challenges.

Health Promotion

Provide the right tools, credible resources, and educational materials to employees at the right time.

Health Assessment

By answering a few simple questions, employees will gain a snap shot of their current health.

Tobacco Cessation

Employees will get the tools, resources, and guidance they need to become smoke-free.

Online Health University

Allow employees to utilize the expertise of health coaches from the comfort of their own home.

Tailor Screening Methods

Scheduled Onsite Screening

Participants well be screened at a designated work location (venipuncture or finger stick).

Walk-in Onsite Screenings

Can be accommodated if participants forget or miss the opportunity to register.

Make-up Screenings

Available to those who were unable to attend the initial event (including newly eligible).

Screening Forms

Employees download form online and schedule an appointment with their healthcare provider then fax in the form.

Remote Screenings

Screener will go to the participant’s home and conduct a screening based on the participant’s availability and needs.

Screening Kits*

You can perform or directly contract for your own screenings with screening kits.

*Only applicable to custom solutions

In advance of capital improvements to Southwest General’s maternity and destination services, TWIST was charged with reframing the hospital’s brand messaging and building integrated campaigns. TWIST increased awareness of the Women’s Health Practice amongst women and their influencers within Southwest General’s target geography and simultaneously built a campaign to connect patients and their loved ones to the Oakview Behavioral Health Center.

As a community health center, Southwest General is focused on meeting the health needs that are unique to patients within the communities it serves. TWIST conducted consumer research and built personas. Through those conversations with both patients and their care providers, we learned that one of the greatest desires of doctors was earlier disclosure of symptoms, yet patients report a lack of comfort with these disclosures.

We put off health concerns because of inconvenience, embarrassment or fear. These barriers to preventive health can be removed by reminding women that at Southwest General you’re among friends.

Scope of Services

• Brand Strategy

• Service Line Marketing Strategy

• Media Research

• Media Plan

• Campaign Concepts

• Campaign Development

• Media Implementation

• Public Relations Execution

• Landing Page Development

• Paid & Organic Digital

– ALBERT MATYAS, VICE PRESIDENT, AMBULATORY OPERATIONS & BUSINESS DEVELOPMENT

“TWIST Creative has provided Southwest General with innovative approaches to marketing in order to increase customer use. They help us rise above the background advertising noise.”

Oakview Behavioral Health Center

During COVID-19, the effects of the pandemic were more than anticipated. Many Americans faced behavioral health crises including addiction, depression and anxiety. TWIST partnered with Southwest General to build out a campaign to reach those in Northeast Ohio who were struggling to get help for a disease that many cannot see.

In addition to targeting the person impacted by the disease, TWIST built a campaign to target influencers. Often those closest - family, friends, co-workers, can see the impact of mental health disorders, but are unsure how to best address the situation at hand. That’s where the professionals at Oakview come in — helping to determine what treatment is best.

Southwest General 100 Likes Southwest General At Oakview Behavioral Health Center, we are here to help you reclaim the person you have been missing: You. We fit the treatment to the person, the situation and the needs of their loved ones. This allows us to guide you along your own unique path to reclaiming your moments, your joy, your life — your YOU. #ReclaimYou #MentalHealth

Southwest General 100 Likes

Oakview. Reclaim your passion.

Reclaim your moments.

Oakview. Reclaim your serenity.

Southwest General 100 Likes

Oakview.

Reclaim passion.

Oakview. Southwest General 100 Likes Southwest General At Oakview Behavioral Health Center, we are here to help you reclaim the person you have been missing: You. We fit the treatment to the person, the situation and the needs of their loved ones. This allows us to guide you along your own unique path to reclaiming your moments, your joy, your life — your YOU. #ReclaimYou #MentalHealth

Oakview. Southwest General At Oakview Behavioral Health Center, we are here have been missing: You. We fit the treatment to needs of their loved ones. This allows us to guide reclaiming your moments, your joy, your life — #MentalHealth

Maternity & Women’s Health

If the key to early detection, treatment, and diagnosis is disclosure then Southwest General has a unique advantage over competitors. That differentiation is familiarity. As a community health center serving the community for a century, Southwest General is not only known by the audience, it has most likely been a contributor to their life story. If the mission of the Women’s Health Practice is early detection, treatment, and/or maternity services, this is best achieved by leveraging familiarity to lead to comfort. Comfort leads to disclosure; disclosure leads to intervention, which ultimately improves quality of life for the individual, those who depend and love them, and the community.

Measurable Results

In 2022, the digital advertising campaign drove more than 3.6 million impressions and 15,000 click throughs.

5 Fellows Selected for an 18 month program Second Round Launched in 2020 (on hold due to COVID-19)

The click-through-rate was 0.16% with an industry standard of 0.10%

Media Coverage: Crain’s, Cleveland Leadership Center

Southwest General — Maternity & Women’s Campaign

Sisters of Charity Foundation — Innovation Mission Poverty Initiative

PURELL®

Tells Them You Do Everything Well.

Prior to 2020, the majority of the marketing that PURELL® focused on was related to their B2B industries: health systems, educational institutions, grocery and convenience stores, acute care facilities and high-traffic spaces. Most marketing efforts were product focused, versus an overall brand campaign.

PURELL® partnered with TWIST to develop a B2B campaign with the overall campaign theme of “Peace of Mind,” to increase overall brand awareness and appreciation among their key decision makers in key industries and markets. The goal? Make hand soap and hand sanitizer emotional and remind decision makers that when they select PURELL® that they are selecting the best product in the market.

Using real key decision makers, TWIST developed a strategy that allowed each industry to have a real-life example of how PURELL® has kept employees, customers and patients safe. Using a documentary style approach, TWIST developed an integrated campaign for each of the industries, with an overall content marketing strategy that included: video, social media assets, web and blog content, as well as e-mail marketing specific to each industry.

In addition to the key decision maker campaign, TWIST developed social media assets to increase engagement on social channels, while also sharing statistics, product specific information and the history of the brand.

Scope of Services

• Brand Campaign

• Key Messaging Platform

• 8 KDM PURELL PEACE OF MIND™ Case Studies

• 40+ Social Media Assets

• COVID -19 Strategy & Campaign

– MICHAEL OZAN, CEO TWIST CREATIVE

“Rather than having PURELL® tell their own product benefits, we utilized the extensive network of fans of the brand, those who use the products day in and day out and are responsible for customers, clients, patients and employees — key decision-makers.”

There is a root bond that the PURELL ® brand shares with customers.

We share a bond with our customers, like us, they have an instinct to protect others.

This is why the people behind the PURELL® brand will never forget the challenges, both personal and professional, experienced by those charged with the duty of making the unseen but critical decisions that impact the lives and well-being of so many people everyday. For this reason, the PURELL® Brand makes a proven promise of quality to our customers. This promise and the amazing track record of PURELL® products, instills a “Peace of Mind” that is of such significant value to our customers that it often outweighs any barriers to their selection of the PURELL® brand and its products.

During a global pandemic in 2020, PURELL® quickly moved from a company focused on b2b marketing and supply to one that needed to produce product as quickly as possible for consumers, healthcare workers and other essential frontline workers. During the 2020 holiday season, PURELL® partnered with TWIST to remind consumers that in all of the important life moments — no matter how different they may look — PURELL® is there to provide peace of mind and support.

TWIST concepted two spots — with an original goal of producing one spot — in less than three days. Within a few hours, the PURELL® team decided to execute on both spots and the TWIST team went to work. TWIST was able to produce, scout, prepare safety measures and shoot the two spots within three weeks with the first spot being released prior to Thanksgiving. The spots each ran across OTT channels, social media and owned media. Each spot highlighting the importance of family, friendship and safety during a unique situation.

“A Hero Comes Home”

“Community Table”

Peace of Mind™

Our customer is an unsung hero. She turns high stake problems to solutions — every day — often without celebration. She is smart, fast-moving and highly resourceful.

She is more than a KDM. She is a Catalyst.

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Chris Kelling, Hudson City Schools

Jo Ann Dipierro, Aultman Hospital

Gabi Yanuzzi, G&M Oil

Jon Wolny, Northside Christian Church

Kathy Golovan, Medical Mutual

Kevin Coveny, Denny's Restaurants

Amy Moore, Veterinary Wellness Clinic

Dr. Stephen H. Parker, Orthodontic Practice

Hudson City Schools

Medical Mutual

Denny’s Restaurants

G&M Oil

Aultman Hospital

Northside Christian Church

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SAVING LIVES - PRODUCT (HAND HYGIENE)

SAVING LIVES - PRODUCT (HAND HYGIENE)

PURELL®

PURELL®

Nov. 5 at 2:33pm

Nov. 5 at 2:33pm

Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind

Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind

#PURELLPeaceofMind

#PURELLPeaceofMind

PURELL®

Nov. 5 at 2:33pm

Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind

#PURELLPeaceofMind

PURELL®

PURELL®

Nov. 5 at 2:33pm

Nov. 5 at 2:33pm

Stop the spread of germs in your o hand hygiene. Learn the ten steps: #PURELLPeaceofMind

Stop the spread of germs in your hand hygiene. Learn the ten steps: #PURELLPeaceofMind

(HAND HYGIENE)

(HAND HYGIENE)

PURELL®

PURELL®

Nov. 5 at 2:33pm

Nov. 5 at 2:33pm

© Twist Creative Inc.

PURELL®

Nov. 5 at 2:33pm

ffice. Train your staff on proper bit.ly/purellpeaceofmind

ce. Train your staff on proper bit.ly/purellpeaceofmind

Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind

Stop the spread of germs in your office. Train your staff on proper bit.ly/purellpeaceofmind

#PURELLPeaceofMind

Stop the spread of germs in your office. Train your staff on proper hand hygiene. Learn the ten steps: bit.ly/purellpeaceofmind

#PURELLPeaceofMind

EASE AND SIMPLICITY

EASE AND SIMPLICITY

PURELL®

PURELL®

Nov. 5 at 2:33pm

Nov. 5 at 2:33pm

PURELL®

EASE AND SIMPLICITY - CREDENTIALS

PURELL®

PURELL®

PURELL

office. Train your sta steps: bit.ly/purellpeaceofmind

office. Train your sta bit.ly/purellpeaceofmind

Nov. 5 at 2:33pm

Thank Jo Ann, Director of Environmental Services at Autlman Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team next. bit.ly/purellpeaceofmind #PURELLPeaceofMind

Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team

ce. Train your sta bit.ly/purellpeaceofmind

ce. Train your sta bit.ly/purellpeaceofmind

Nov. 5 at 2:33pm

Thank Jo Ann, Director of Environmental Services at Autlman Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team next. bit.ly/purellpeaceofmind #PURELLPeaceofMind

Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team

Nov. 5 at 2:33pm

Our wi-fi connected dispensers can tell you when they need refillingkeeping your staff healthy and reducing absenteeism. bit.ly/ purellpeaceofmind #PURELLPeaceofMind

Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team

Hospital. She’s the reason that we moved the good-by-date to the front of your dispenser. Tell us what you’d like to see from our team

KDM EMOTIONAL BRAND CONNECTION PLATFORM: MYTH-BUSTING

KDM EMOTIONAL BRAND CONNECTION PLATFORM: MYTH-BUSTING

KDM EMOTIONAL BRAND CONNECTION PLATFORM: MYTH-BUSTING

© Twist Creative Inc.

© Twist Creative Inc.

PURELL®

Nov. 5 at 2:33pm

Trusted by Doctors. It’s what we mean by #PURELLPeaceofMind

#PURELLPeaceofMind

#PURELLPeaceofMind

PURELL®

Nov. 5 at 2:33pm

Trusted by Educators. It’s what we mean by #PURELLPeaceofMind

#PURELLPeaceofMind

© Twist Creative Inc.

PURELL®

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Purpose Driven.

“TWIST has been a valuable partner to us for more than a year now. They were instrumental in helping us reach our goals of building brand awareness through our website redesign and advertising campaign. Charlene and her team are dependable, creative and experts in their field offering guidance based on market trends and research data. Being a Cleveland-based company, TWIST understands the landscape that is unique to our community which offers important insight when making decisions. We highly recommend TWIST as a partner for branding and advertising needs.”

– MARTY UHLE, COMMUNITY WEST FOUNDATION

We Share the Same Heart.

Telling the story of the brand and making “dignity” the core differentiator.

Inspired by Matthew 25:35-40 the Community West Foundation lives its purpose of illuminating hope by delivering dignity, opportunity and well-being to the people of Western Cleveland. Purpose driven, people driven and spirit filled.

Community West is a foundation focused on delivering dignity by providing for basic needs. Where some see an empty lot, they see a house. Where some get cold feet, they accomplish unbelievable feats: warming feet with socks, filling pantries with food, giving businesses resources without restrictions, and creating opportunities to change the way we see each other.

Known for the excellence of their experts and nearly four decades of important community impact — the donors, nonprofit partners and advisors at Community West Foundation all share the same heart, work with the same mind, intention and commitment; not stopping until every basic need has been met and dignity has been returned to the most destitute among us.

Scope of Services

• Identity Refresh

• Brand Strategy

• Advertising Campaigns

• Website Design

• Collateral

• Social Ads

• Digital Ads

• Video & Photography Direction

• Text-to-Give

Color Palette

Upcoming Events

“Truly I tell you, whatever you did for one of the least of these brothers and sisters of mine, you did for me.”

I tell

whatever you did for one of the least of these brothers and sisters of mine, you did for me.”

Community West Foundation — We’re Drivien Campaign

Community West Foundation — We’re Drivien Campaign

Measurable Results

Over 90% increase in website traffic year over year.

Increased awareness among the brand within the Northeast Ohio community.

Increase in donor advised giving and Socks+ Giving

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communitywestfoundation

communitywestfoundation

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100 Likes

100 Likes

communitywestfoundation “Homeless Jesus” reflects the core principle of the work and mission at Community West Foundation to care for the least of our brothers and sisters in need. See the sculpture coming soon at St. Malachi Church. #Matthew25 #Matthew25CLE

100 Likes ects the work we do with ts to help the formerly incarcerated re-integrate into society. See the sculpture coming soon at the Family Ministry Center. #Matthew25 #Matthew25CLE

communitywestfoundation “Homeless Jesus” reflects the core principle of the work and mission at Community West Foundation to care for the least of our brothers and sisters in need. See the sculpture coming soon at St. Malachi Church. #Matthew25 #Matthew25CLE

communitywestfoundation “When I Was In Prison” reflects the work we do with nonprofits to help the formerly incarcerated re-integrate into society. See the sculpture coming soon at the Family Ministry Center. #Matthew25 #Matthew25CLE

100 Likes

100 Likes

communitywestfoundation principles stranger Community

communitywestfoundation principles at The Community stranger and you invited Community School (Refugee

Socks+ Campaign

Socks+ is an initiative of Community West Foundation, which brings together the community in order to provide one of the most basic needs to the unhoused - socks. In addition to socks, the organization raises funds and collects other basic needs items to support local organizations.

Measurable Results

45% Increase in year-over-year financial donations

Overall brand awareness increased

Physical donations increased and are still growing

Logo

Trade Dress

communitywestfoundation

communitywestfoundation

communitywestfoundation

communitywestfoundation

communitywestfoundation

100 Likes

100 Likes

communitywestfoundation “Homeless Jesus” reflects the core principle of the work and mission at Community West Foundation to care for the least of our brothers and sisters in need. See the sculpture coming soon at St. Malachi Church. #Matthew25 #Matthew25CLE

100 Likes ects the work we do with ts to help the formerly incarcerated re-integrate into society. See the sculpture coming soon at the Family Ministry Center. #Matthew25 #Matthew25CLE

100 Likes

communitywestfoundation “Homeless Jesus” reflects the core principle of the work and mission at Community West Foundation to care for the least of our brothers and sisters in need. See the sculpture coming soon at St. Malachi Church. #Matthew25 #Matthew25CLE

twistcreative.com

communitywestfoundation “When I Was In Prison” reflects the work we do with nonprofits to help the formerly incarcerated re-integrate into society. See the sculpture coming soon at the Family Ministry Center. #Matthew25 #Matthew25CLE

Like Stark Enterprises, you too can inspire hope. Your gift today helps us ensure our unhoused neighbors have access to not only socks, but personal care items and more. Join the many Clevelanders stepping up to make a difference!

communitywestfoundation principles at The Community stranger and you invited Community School (Refugee

communitywestfoundation principles stranger Community

100 Likes Dignity comes in pairs. Socks and underwear. Shampoo and soap. Gloves and hats. by the ever changing needs of our unhoused neighbors, 100% of your gift delivers essential supplies and inspires resilience.

Meet the Fearless Thinkers.

Helping challenger brands build strategies, messages and campaigns that instill confidence, influence culture and inspire devotion.

MIKE OZAN, Co-Founder & Chief Creative Officer

Mike Ozan is the Co-Founder and CEO of TWIST Creative. Mike and his wife, Connie, founded the business in 2000; hence the name, referring to the merging of two creative disciplines; he, a writer, and Connie, a designer. As Co-Founder and CEO, Mike acts as business leader and brand consultant: tasked with creative concept development, organization naming and product naming and launch, as well as developing branding and communication strategies. He works closely with clients — and his team — to identify key messages and central themes, map communications creation, and strategic release to maximize return on investment.

CONNIE OZAN, Co-Founder & Chief Creative Officer

Connie leads the firm’s design product and acts as idea generator, quality control, and mentor to the firm’s evergrowing team of design professionals. Connie is the creator of more than 200 successful and award-winning brand, identity, and collateral campaigns for a wide range of clients. Her work has been recognized for excellence by local, regional and national organizations, and has been featured in international design annuals such as AIGA 365.

CHARLENE COUGHLIN, Partner & President

Charlene has dedicated her entire career to building strategic alliances and is now leading TWIST as President & Partner. With over two decades of ad agency and client experience, Charlene brings organizational and financial oversight to every partnership — working tirelessly to grow brands, drive transformation, and deliver results. Charlene has built a solid portfolio of brand experience, having been instrumental in the launch of dozens of products into the B2B, B2C, retail, and restaurant spaces. Charlene is recognized as a true leader in the advertising community. She is a newly inducted member of Chief, was named a 2020 Adweek Executive Mentee, and was awarded the honor of serving as Vice President of Programming for AAF Cleveland. After several years in the non-profit world, Charlene continues her commitment to the causes she’s passionate about as a member of the board at Lutheran High School West and the Greater Cleveland Food Bank.

STEFANIE D’ANGELO, Vice President of Operations

As Vice President of Operations, Stefanie brings to TWIST nearly two decades of administrative experience with an international law firm where she collaborated with executive-level professionals and their clients. Stefanie’s responsibilities include client communication, project scheduling and management, internal organization, and vendor relations. During her time at TWIST, she has become crucial in maintaining client relations, introducing new systems to the organization, and streamlining account management that enables the internal team to efficiently and effectively meet our clients’ goals.

ANDREA BUSKIRK, Account Director

Andrea is a proven and passionate people leader. Her depth of knowledge encompasses client services, project management, and crisis management. She embraces collaboration and creativity, engaging stakeholders in new ways to build brands. As TWIST’s Account Director, Andrea develops trusted relationships and provides strategic and autonomous counsel to clients. Prior to joining TWIST, Andrea was an elementary school teacher in Las Vegas. Ask her about her inspiring journey home to Cleveland.

RACHEL TEUSCHER, A ssociate Creative Director

Rachel Teuscher is both a designer and a planner and organizer. Her unique ability to understand the project, the deadline, and how to effectively and efficiently reach the goal has provided leadership throughout the agency. She has been with TWIST Creative for almost four years as a graphic designer and design manager. Rachel is a graduate of Columbia College Chicago with a B.A. in Graphic Design. She has previously worked at the Lyric Opera of Chicago and has studied art and photography at the University of Westminster in London.

THIAGO WIMBERLY, Associate Creative Director

A Fearless Thinker passionate about all things design, Thiago Wimberly brings his design expertise and energy to every project he touches. Thiago was born and raised in Brazil, is a New Yorker at heart and brings his love for people, art, and pop culture to the agency. He is a problem solver and a collaborator. Thiago prides himself on solving problems in unconventional ways, having fun along the way.

Meet Our Partners

STACEY VASELANEY SLV / Public Relations

BRIAN GLAZEN Think Media Studios

CRAIG BROWN Kalman Pabst Photo Group

MIKE WASSERMAN Kalman Pabst Photo Group

CRISTINE TOREK CMT Consulting

ROBBIN THORNTON HUDSON MBA, CPDC Gradient

JERRY E. PEÑA Gradient

VICTOR A. RUIZ, M.ED, CPDC Gradient

JOHN MOULAGIANNIS Paragram

Experts United

BrandXCleveland.com is a resource for leaders thinking through crisis while planning for recovery. We believe businesses and brands need to get ready and we are here to provide answers. We are Experts United, advising business and nonprofit leaders free of cost. Our panel of experts are a complimentary collective of Cleveland-based brand, creative, media, marketing strategy, and sales experts who provide access to a full-service agency team.

Brand X: The TWIST Partner Network

TWIST partners with a number of specialized companies to provide our clients with a full-service approach. TWIST continues to operate as the main point of contact, bringing in partners as needed based on project scope.

Client References