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Brand collateral featuring the new logo, name, and tagline
Brochure positioning GPH as an ideal primary care choice for all— regardless of income or insurance coverage
Invitation to Grand Opening of South Portland office
Patient Handbook
Postcard introducing a new name, new look and new positioning of the brand
The social media strategy encompassed a variety of platforms including Facebook
Social media posts featured the logo as well as a mixture of both stock images and photography of real patients
Flyers promoting GPH’s events to the broad community they serve
A complete overhaul of the website vastly improved its visual appeal, context and functionality
Greater Portland Health

THE SITUATION

Greater Portland Health is a community nonprofit providing comprehensive primary healthcare for patients of all ages, as well as oral healthcare, chronic disease management and mental health counseling. It was established in 2009 as the Portland Community Health Center with a mission to provide high-quality, patient-centered care that is accessible, affordable and culturally sensitive.

By 2015, the Portland Community Health Center had grown to serve over 6,000 patients at four Portland locations, and planned to open a fifth, its first one in South Portland. The organization identified a need to update the name (which was long and too limited geographically), logo and website (which was rudimentary) in order to adequately represent their high quality, comprehensive care and their expanded reach.

In the fall of 2015, Portland Community Health Center engaged Burgess to create a new brand identity in time for the launch of the opening of the South Portland location on May 18th, 2016.


THE CHALLENGE

Greater Portland Health offers care to all, regardless of ability to pay. While it receives funding as a Federally Qualified Health Center, it needs a certain portion of its patients to be insured in order to fully staff its five offices and provide care at the high level it strives for.

In addition, diversifying its patient base beyond low-income families and individuals helps meet its secondary mission to serve as a positive force for unifying the increasingly diverse Greater Portland community.


STRATEGY

New Identity—Burgess began by researching similar organizations and meeting with the GPH team to better understand the plan for their organization and the needs of the community they serve, along with any brand/marketing restrictions. We presented a variety of new names, logos, and taglines to concisely and memorably represent the services offered, geography served, and the organization’s mission of public service to a broad range of area residents, from those lacking insurance, to those with private coverage.

South Portland Grand Opening/PR—Burgess created a striking graphic style for a substantial mailing piece to invite stakeholders to the new office. The piece also served to introduce the new name, logo and identity. To gain press coverage of the event, we drafted a press release and coordinated a ribbon-cutting ceremony. To increase awareness of the name change and Grand Opening broadly, we promoted them on all of GPH’s social media channels.

Collateral Materials—We designed and produced a series of printed pieces on an extremely tight schedule, including an announcement of the new name, an overview brochure and ultimately a Patient Handbook. To fully capture the unique diversity of patients and welcoming environment of the practice, we took photos of actual patients and providers to illustrate the pieces.

Website-—Burgess used BRANCH, a Maine-based content management system, to build a responsive and updated website to replace the existing outdated site. Because BRANCH is very user-friendly and flexible, GPH can easily make content updates and expand the site to meet their future needs. The initial pages were developed and made live very quickly, allowing breathing space to flesh out other pages in more detail over the subsequent months. 


RESULTS

  • The new name and tagline selected, Greater Portland Health/Caring for the Whole Community, proved popular among virtually all stakeholders, including external and internal audiences.
  • The South Portland office Grand Opening was well attended by South Portland and Portland officials, the print and broadcast media, and local families, who are prospective patients.
  • Patient counts have risen across the five offices to more than 7,000 today. As a result, GPH has added providers and staff.
  • Within the first two months after launching the new website in May 2016, traffic to the site increased by 64%. The number of page views, users, and time spent on site also increased significantly.
  • Overall, the client has judged the rebranding a major turning point, positioning the organization well for future growth.


CHANNELS

  • Strategic Planning
  • Branding/Logo Design
  • Graphic design
  • Public Relations
  • Social Media
  • Website Design


DOWNLOAD THE FULL CASE STUDY

 

Brand collateral featuring the new logo, name, and tagline
Brand collateral featuring the new logo, name, and tagline
Brochure positioning GPH as an ideal primary care choice for all— regardless of income or insurance coverage
Brochure positioning GPH as an ideal primary care choice for all— regardless of income or insurance coverage
Invitation to Grand Opening of South Portland office
Invitation to Grand Opening of South Portland office
Patient Handbook
Patient Handbook
Postcard introducing a new name, new look and new positioning of the brand
Postcard introducing a new name, new look and new positioning of the brand
The social media strategy encompassed a variety of platforms including Facebook
The social media strategy encompassed a variety of platforms including Facebook
Social media posts featured the logo as well as a mixture of both stock images and photography of real patients
Social media posts featured the logo as well as a mixture of both stock images and photography of real patients
Flyers promoting GPH’s events to the broad community they serve
Flyers promoting GPH’s events to the broad community they serve
A complete overhaul of the website vastly improved its visual appeal, context and functionality
A complete overhaul of the website vastly improved its visual appeal, context and functionality