What was the scope of their involvement?
In addition to the goals around brand messaging, we redid our whole website and our interface with electronic health records. There were a few other things that came out of that. We’re doing a large-scale community health initiative with them which is just launching. This is a new project. When we started working with them, we weren’t thinking of a large-scale campaign. It was originally just looking at our brand messaging. We ended up redoing our logo, updating our case statement, and embarking on a website project. So, we’ve done a lot of different things with them.
The deliverables were to freshen up our brand. Our organization is now in its 21st year. As the Northern California Center for Well-Being, that means a lot of different things. If a community member didn’t know of our organization, they might think we’re a meditation center or alternative medicine, which we’re not. So, we wanted to do a deep dive on our logo, tagline, and brand messaging to ensure it was very clear to the community that we were focused on heart disease and diabetes prevention. They came up with the framework of how they would do that. We didn’t go to them with a detailed scope; we just told them our needs, and then they developed the framework.
After the initial branding project, with the new logo and tagline, the next project they worked on was our website. We had an existing website, and they took a look at our website evolution. They reviewed our very first website, when the organization was founded in 1996, and reviewed all the different stages. They did a deep analysis of our service area. They had done a lot of that work through the brand evolution process. They had a role in freshening up the look and feel for all our community-facing materials, whether it was our brochure about the organization, the list of courses we offer to the community, or the provider outreach material. So, they updated those things prior to the website update.
Their staff really had a deep knowledge of our core values, our mission, the service scope, and the clinical outcomes. They did a lot of studying to understand the clinical piece of what we do, because that was a big part of the story we wanted to tell. You want to capture the human feeling of that, but yet you’re saving lives through improving these clinical health outcomes, so that was a big piece of what they did.
When they looked at redesigning our website, they tried to carry that same messaging through. They made sure there were consistent images on the website and made it more user-friendly, easier to navigate. We use electronic health records, so they added a patient portal allowing people to access their health information electronically. We have a staff person on our end who was our project lead, who paired up with their project lead.
We did not have the resources to have them do any execution on the marketing. The campaign we’re launching right now is a partnership with United Way of the Wine Country, and they’re investing in that piece. So, that’ll be the next stage, but we have not done that yet. The Engine will be designing the whole campaign messaging, all the images, the guidelines around how to launch it. I’m not the lead on that project, so I don’t have as much information for that one.
We did create a lot of print collateral, and they managed those jobs. They went out to bid, got three to compare, sent it over for approval, and then managed the actual execution of that. We have a case statement now and an organizational brochure, so those were both bulk print jobs that they did. They also managed our newsletter. We had a print newsletter for which they designed the layout and managed the printing and distribution.
During the rebranding, we also moved to a new location. So, they helped us to redesign our building at the same time. We have the main wellness center building, and they helped us determine where to put our tagline, mission statement, and the placement for signage on the exterior part of our building, as well as interior design. This year, we redesigned our cardiac rehab facility with them. That project ended in February of this year. We updated the logo for that site and added healthy messages and inspirational quotes stenciled on the wall. We repainted with the brand colors, because we wanted to have both locations mirror the same look and feel.
How did you come to work with The Engine Is Red?
I was familiar with their work. I had seen some of the stuff they’d done. They’d done a small project with the Santa Rosa Chamber. There’s a young professionals network, and they had pushed out some creative marketing through them, which I thought looked really great, fresh, and innovative. I reached out to their founder, Chris Denny, to see if he would get involved in a project with our organization, and that was several years ago.
How much have you invested with The Engine Is Red?
I’ll have to get back to you. It was a multi-year project, and I don’t have the total.
What is the status of this engagement?
We started with them in 2015. They started doing the audit and focus groups in the first half of that year, and we moved the wellness center in August of 2015. Our big brand project was 2015 and into 2016, and we did the website during that period. Then we rebranded the cardiac rehab facility at the end of 2016, into early 2017. We’re a relatively small organization. The Engine would have been faster, but we didn’t have the staffing. The work has been project-specific, with the most recent one ending in February. Our relationship is ongoing for the new campaign, although that project will actually be funded through the United Way.