Rebrand:  Naming, Identity, Positioning, Messaging and Creative Development

Greater Elgin Family Care Center, one of Illinois’ largest FQHCs, selected Springboard as the partner that would lead the organization through a rebrand, internal launch, and external launch.

The goals of the rebrand were as follows:

• Better connect the 8 community health center brands with the parent brand and to each other.
• Reduce confusion around their multiple brand names.
• Fuel geographic/services/payer expansion.
• Unify marketing communications efforts.
• Increase patient volumes for each center, service area, and service line.
• Shift the payer mix to include more privately insured and Medicare patients.

As almost every engagement does, our work started by establishing a unique brand position for the organization. Once agreed upon, the first deliverables were a new name and master brand identity.

• “Greater” suggests more and at a higher level.
• “Family” identifies the patient(s) we serve and the organizational culture we value.
• “Health is the relationships we strive for versus just caring for people episodically.

Throughout the internal and external launch phases – we created a greater brand:

Since the rebrand, Greater Family Health has recorded its third straight year of record volume and revenues.