Western Region Public Health Training Center
Branding Communication Strategy
Overview
The Western Region Public Health Training Center (WRPHTC), located at the University of Arizona's Mel and Enid Zuckerman College of Public Health, is one of ten Regional Public Health Training Centers (RPHTCs) funded by the Health Resources & Services Administration (HRSA) to support the public health workforce. The WRPHTC is situated in HRSA Region 9, which includes Arizona, California, Nevada, Hawaii, and US Associated Pacific Islands.
Project Goal
Develop a comprehensive brand platform for the Western Region Public Health Training Center (WRPHTC) that effectively communicates its regional purpose and identity while aligning seamlessly with the national brand identity of the Public Health Training Centers Network. This includes addressing visual brand confusion, ensuring clear and cohesive messaging, and integrating marketing efforts across all regions to establish a cohesive and impactful brand identity for the entire network of Public Health Training Centers nationwide.
01.
Define WRPHTC Brand Identity
02.
Identify Target Audience
03.
Align with National Brand Identity
04.
Develop Brand Messaging
05.
Implement Brand Platform
01. Define WRPHTC Brand Identity
Conducted a comprehensive analysis of the Western Region Public Health Training Center's mission, values, and unique attributes.
Mission Statement
Old
We are a consortium of public health professionals that work to develop and provide innovative, skill-based training to address gaps identified by training needs assessments for the public health workforce.
New
To identify and address the professional development needs of the workforce through development of skill-based learning opportunities targeting public health competencies.
Vision Statement
Old
Our vision is to have a strong collaborative public health network and public health workforce that collectively works towards the development of healthy communities in HRSA Region 9 and the nation.
New
Our vision is to build a collaborative, competent public health workforce that works to address complex health challenges and advance health equity.
02. Identify Target Audience
Before proceeding with identifying the target audience, it was essential to conduct an internal assessment to clarify the offerings of the Western Region Public Health Training Center, understand its funding sources, and analyze historical patterns. This groundwork would provide crucial context for the subsequent market research.
Primary Audience
The primary audience for the Western Region Public Health Training Center (WRPHTC) would typically be individuals and organizations directly involved in public health education, training, and workforce development within the Western region of the United States. This includes students pursuing degrees in public health or related fields, public health professionals seeking continued education and training opportunities, and public health organizations working to improve community health outcomes.
Students
Students interested in public health field placements, typically aged 18 to 25 and pursuing undergraduate or graduate degrees in related fields, are driven by a desire to gain practical experience, make a community impact, and actively seek opportunities.
Secondary Audience
The secondary audience for the WRPHTC included stakeholders with an interest in public health but who may not be directly involved in training or workforce development. This includes healthcare providers, community-based organizations, and other entities invested in improving public health within the Western region.
While not the primary focus of the WRPHTC's efforts, engaging and informing these stakeholders about public health issues and initiatives could still contribute to the overall mission of promoting health equity and community well-being.
03. Align With National Brand Identity
In collaboration with Caravan Brand Partners, an esteemed marketing agency specializing in developing mission-driven brands, we together worked on a project involving all Public Health Training Centers (PHTCs) across the country. Caravan Brand Partners developed their "Recommendations for Building a Stronger Brand" guideline that could be adapted to all of the different regions to address issues such as visual brand confusion, lack of clear cohesive messaging, and siloed marketing efforts. Through this collaboration, we aimed to enhance the branding and messaging consistency across all PHTCs, ensuring a unified and impactful presence in promoting public health initiatives nationwide.
For National Partners:
The Public Health Learning Network is a consortium of regional Public Health Learning Centers and the country’s most
comprehensive resource for public health workforce development.
The Public Health Learning Network helps build and sustain a skilled workforce with free learning tools and support designed to meet the unique needs of each region.
04. Develop PHTC's Brand Messaging
We created clear, concise messaging that conveys WRPHTC's mission, values, and unique offerings to our audience. Ensuring consistency across all channels, we'll unify our voice for maximum impact. We'll also integrate key messaging from the Public Health Training Centers Network to enhance alignment and credibility.
05. Implement Brand Platform
1.
Roll out the developed brand platform across all relevant channels and touchpoints, including digital platforms, print materials, events, and training sessions.
2.
Train staff members and stakeholders on brand messaging, tone of voice, and visual guidelines to ensure consistent brand representation.
3.
Monitor and evaluate the effectiveness of the brand platform through feedback mechanisms and metrics such as brand awareness, perception, and engagement.