The Cooperative Health Center in Helena, Montana suffered from low awareness and brand perception. After twenty-one years in operation, only 43% of Lewis & Clark County was familiar with Cooperative Health Center’s brand. To make matters worse, they were often confused with the Lewis & Clark County Health Department. With a newly remodeled facility and a highly motivated staff, the Cooperative Health Center hired Flying Horse to reposition and revitalize their organization.
We developed a new brand, name, and visual identity supported by market research. To activate the brand we developed and implemented a Strategic Communication Plan with a media campaign covering TV, print, digital, and out of home tactics. We also deployed a brand assimilation program (internal marketing) so that employees knew how to deliver the brand at all touchpoints. Finally, we provided strategic PR assistance to handle the media and gain several lengthy positive news articles.
A post-campaign tracking study revealed that familiarity with PureView Health Center, a name unknown at launch, reached 66% in 2017, just eighteen months after the launch of an integrated advertising and public relations campaign. The number of people who would consider using PureView’s services also showed improvement, with 48% considering using services in 2016 and 56% considering using services in 2017.
The website that Flying Horse created for PureView Health Center won the American Ad Federation’s 2015 Gold Addy Award for website (Montana). To visit the site we created, or to learn more about PureView Health Center, click here.