of south florida
Rebranding an established leader
Community Health of South Florida (CHI) was established in 1971 to provide improved access to healthcare in South Miami-Dade County. Access to primary and preventive healthcare, let alone emergencies, was unavailable to many African Americans and seasonal farm workers throughout the 1960s. Some 39 years later, this private, not-for-profit organization now maintains nine health centers and 42 school-based programs.
Kiskinis Communications was retained by CHI in 2010 to develop a comprehensive advertising, branding and public relations program. While the local organization impressively served more than 81,000 patients, it did not have a corporate marketing structure in place to manage its community relations. With each department working separate of each other, conflicting messages and logos confused target audiences. Kiskinis Communications recommended the primary goal for CHI moving forward should be to rebrand and establish a consistent identity.
The agency first modified CHI's logo to include a fresher design that communicated a new beginning without neglecting the organization's impressive history. Creating and implementing a comprehensive print and on-screen advertising campaign shortly followed and included placement in such publications as The Miami Herald's Neighbors, South Dade News-Leader, Marathon Weekly, Cutler Bay News and the Key Noter.
At a time when we restructured our organization, Kiskinis Communications was a great partner to have. The agency was able to help us in refreshing our logo, development of our regular in-house newsletter, and even keep our CEO and agency in front of print media. They also helped to develop our annual report, introduced us to movie theater advertising, and assisted with the management of and re-launch of our social media presence on Facebook; and as a non-profit, most importantly, all within budget!
– Blake Hall, Executive Vice President
of Community Health of South Florida, Inc.
A media relations program was used to better inform CHI's primary funding sources of noteworthy accomplishments such as the grand openings of new state-of-the-art Imaging and Women's Centers. The agency also positioned Brodes H. Hartley, CEO and President of CHI, as a leading authority on health care topics, resulting in monthly columns and profiles.
Tying its external efforts together, the agency's special event team assisted in planning both CHI's 40th annual Ruby Gala at the Fontainebleau Hotel and its Health Care Forum at Jungle Island. Kiskinis Communications arranged for notable on air personalities such as Jawan Strader, Cynthia Demos and Christina Loren, to serve as hosts at these events, further enhancing the exposure and credibility of the organization.
During its comprehensive advertising, branding and public relations campaign, CHI's insured patient base increased approximately 10 percent and in the beginning of 2013 it successfully expanded its service areas to include West Kendall and Coconut Grove. The opening of these new health care facilities was embraced by their communities emphasizing the campaign's success.