Founded in 1965, the Ohio Council for Home Care & Hospice (OCHCH) is a statewide trade association that represents the interests of home health care and hospice agencies in Ohio. Supporting 700 members, OCHCH advocates on behalf of the home care and hospice industry and the patients and families they serve. As a leading voice within the home care, hospice and palliative care industry, OCHCH is now looking to further expand awareness with the goal to grow partnerships within their field, as well as evolve their services and offerings amongst organizations and agencies who work within the post-acute continuum of healthcare.
To do so, OCHCH partnered with Origo Branding to create a more effective brand and website strategy that speaks to the organization’s mission and values, and positions the organization as a leader in providing advocacy and educational opportunities to help support post-acute agencies and providers.
Research & Discovery
Our strategic team conducted working meetings and surveys with internal and external stakeholders of the organization, helping to identify audience profiles/personas, as well as other methods of positioning and storytelling strategies. We found that there was a lack of awareness of OCHCH’s extensive offerings. We knew that it would be necessary to create several opportunities for strategic positioning and messaging for these programs in order to increase awareness of the high level of service among members, as well as a Branded House architecture that will cross-promote the different offerings of the organization.
From our findings, our team was able to dive into our upcoming strategy, developing an approach to the brand and site architecture for how the sub-program sites would sit under the new umbrella brand of OCHCH, creating a cohesive experience across the different segments of the organization. Our team completed a web audit and developed four pillars that all of OCHCH’s offerings could fall into, including Advocacy, Provider Support, Community Outreach, and Education. These became the main sections of the sub-program sites and developed the foundation for our marketing strategy.
New Brand Strategy
From our research findings, Origo also created a new logo with the themes of advocacy, shelter, and compassion. Its logomark captures the image of an individual within their home and communicates the caring nature and quality care that helps them to live a healthy life of independence and dignity. The icon also alludes to the promise OCHCH makes to its members – to be an advocate in their field and provide a protective shield to the needs of its members.
To expand the brand’s look and feel, we developed a color palette that is both caring, compassionate and professional with warm pink, light blue, and an elegant navy. Icons and patterns rounded out the branded graphics and allow for an easily recognizable system of images that represent OCHCH’s services.
The tagline, “Improving Care Where it Matters Most,” represents OCHCH’s mission to be the leading voice of health care at home, and communicates how they achieve their mission by advancing industry standards of advocacy, education, and provider support; ensuring that patients receive the highest level of dignity, care, and respect.
Collateral & Marketing Materials
Once solidifying the brand strategy, Origo created a collateral system to help generate awareness around the organization’s services when attending different community events, tradeshow events, and programs affiliated with the organization.
The marketing package includes:
- Business cards
- Corporate folder
- Envelopes (small & large)
- Overview brochure
- 6 inserts to promote membership info, success stories, educational offerings, events, annual conference, etc. (template included for future handouts)
Origo also developed a media toolkit and plan that the OCHCH team utilizes when launching new campaigns and awareness strategies.This new kit will include:
- Print Ads (2-3 versions)
- Digital Display Banner Ad Templates (6 versions total)
- PPC AdWord Keywords
- Facebook & Social Media Graphics: 5 versions
- Social Ads: 5 versions
- Press Release Template
- Direct Mail (postcard & trifold)
- Event Invites
- Posters (2-3 versions)
- E-Newsletters: Utilizing form of software identified by the client. (2-3 versions)
New Website Strategy
Our main goal for the new OCHCH website was a smooth and simpler user experience that was responsive and welcoming. After an extensive web audit of the organization’s previous site, it was decided to combine all existing program websites into one cohesive online experience, creating a direct and clear path to the five sub-program sites that highlight the different services and initiatives developed by OCHCH. Visit the new website at ochch.org.
New Video Strategy
Along with the new website strategy, Origo created a new mission video that could be utilized online, in direct marketing strategies, or other presentations, promoting the mission, services, success stories, and culture of the organization.
Launched last year at the organization’s annual conference, Origo has been able to help OCHCH to connect more current and prospective members with their wide range of services and programs, while also boosting engagement from existing stakeholders to help achieve more visibility among key community members and funders.