Branding Initiatives/Accomplishments
§ Improve client care;
§ Improve client access and satisfaction;
§ Integrate, more seamlessly, our services across 12 member organizations; and
§ Increase employee engagement.
The following are highlights of projects that, themselves, required months of planning and implementation.
1. Brand Audit; Options Research. Audited 20 company and program brands; conducted research with clients, board, employees, community partners – including community awareness survey. Hired national branding consultant. Developed brand “mix” to communicate components with board, staff and clients. Researched/considered various “brand” approaches – including General Motors, Mayo Clinic, and GE models.
2. Business Planning. Implemented formal business planning; finalized counseling services; now focusing on telecare and café.
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4. Clergy Outreach. Began engaging with our clergical community to identify opportunities to connect physical, mental and spiritual health. Hosted a forum attended by more than 30 leaders of this group.
5. Client Advocacy Council. Launched Client Advocacy Council; planning Military Advisory Council.
6. Communications Audit. Audited all organizational communications – print, media, electronic, telephonic and internal. Developed/implemented plans for improvement and measurement including consistent presentation and readability based on Flesch-Kincaid Index.
7. Communications/Business Development Team. Recruited communications team: media relations, print/video/online. Consolidated sales/biz development staff.
8. Content Management System/Web Sites. Developed innovative content management system (software, process). Redesigned and consolidated eight organizational Web sites into one ensuring daily updates and quality control.
9. Customer Service. Launched customer service initiative. Consolidating multiple organizational cultures into one that puts preeminent importance on exceeding expectations.
10. Dual Diagnosis Program at Lighthouse. Recently launched new dual diagnosis program focusing on co-occurring mental health/substance abuse; remodeled facility focusing on client comfort.
11. Electronic Health Record. Expanded use of electronic health record to adult and rural services and child and family services.
12. Employee Engagement. Launching employee engagement initiative.
13. E-Newsletters. Launched monthly e-newsletters for public and staff.
14. Events. Realigned events to focus on community engagement: Spotlight on STIGMA, Suicide Prevention Forum, Heroes of Mental Health. Developing plan for Benevon-type community engagement system.
15. First Choice Restructuring. Recently completed a business plan for our Counseling Services program that will result in more space for therapy, and greater access for commercial clients.
16. Fundraising. Revamped fundraising process; rebuilding stewardship with vendors, community supporters. Cleaned records within Raiser’s Edge; aligned with grants program to ensure consistency of information.
17. Integrated Communications. Developing integrated communications plan to ensure systematic and dynamic engagement of constituents.
18. Integration / Community Relevance / Innovation. Board, senior staff established integration, community relevance and innovation as strategic goals.
19. Integration with Physical Health. Work with the area’s federally-qualified health care organization has progressed so well that other centers are site visiting our organizations in order to improve their region’s integrated care.
20. Internal Communications. Conducted employee communications research. Developing plan for improvement.
21. Media Relations. Expanded media relations – garnering local, regional and national press for organization.
22. Medical Realignment. Realigned services to improve access and care, while reducing wait times.
23. Mental Health First Aid. Launched monthly two-day program elevating community awareness of mental illnesses – and methods to serve as advocates in the event of friend/family member/coworker crisis.
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25. Name / Logo. Considered 200+ name candidates through nominal group technique. Developed name criteria. Conducted name validation research of seven (7) finalists within 10 dimensions. Finalized name/identity recommendation. Finalized individual company names emphasing description.
26. Organizational Contacts. Consolidating organizational contacts to take advantage of cross-engagement opportunities. Building referral tracking/reporting.
27. Peer Navigator Program. Developed/launched Peer Navigator Program – representing integration of all companies.
28. Pivot point. Identified organizational “pivot point” – following 15 focus groups with staff, board, clients and community partners – driving tagline and new mission/vision.
29. Recruited Chef Brandon / Café relocation. Recruited national chef to lead new café. Relocated culinary program into new, high-visibility space.
30. Research Expansion. Expanded roles of research director to include primary/secondary market research.
31. Suicide Research/Forum. Conducted secondary research on suicides in
32. Transition. Developed transition plan/team – focusing on 40+ major elements of identity and communications.