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CHIPPEWA VALLEY FREE CLINIC

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INDEX

OUR MISSION 8 Mission Statment

10 Logo

11 Typography and Color

12 Campaign Slogan

OUR CAMPAIGN 16 Billboards

20 Bus Decals

22 Posters

24 Direct Mail

28 Brochure & Inserts

32 Video

33 Conclusion

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OUR MISSION

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In our client meeting with the Chippewa Valley Free Clinic, one

thing became very clear – they can’t serve the community with

out the help of the community. This is described in their

wonderful tagline of, “From the community, for the community.”

This became a key piece of inspiration for our public

awareness campaign. The clinic also had other goals that they

wished would be met through partnering with us on a public

campaign.

One of the biggest being was simply being seen in the

community, which is essential if it’s the community that

allows your organization to flourish and provide health care

and advocacy to those in need. We feel that implementing

a campaign such as the one we have designed will make the

community aware of the clinic and send a clear message of

the importance of their support, whether it be through

volunteering or donating.

From the beginning, we understood the

tradition that is inherent to the clinic

and the work that it has done over the

years to provide services to those in

need in the Chippewa Valley and

surrounding areas. We also came to

understand the ushering in of a new era,

the start of a new chapter, for the clinic

in that they are moving to a new location

which will allow them to better serve the

community. We saw this as an excellent

opportunity to revisit the overall look

and feel of the clinic and the messages

being sent to the public, visually.

OUR MISSION

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You’ll see that much of the messaging and designs that

follow target donors and volunteers. Volunteers and donors

with continue to be a vital part of the clinic in the years to

come, especially since this new location will require consider-

able funds to makes its services possible.

So, as you can see, the role of volunteers and donors becomes

even more paramount. This is why we chose to put those two

groups at the forefront of our messaging and get them on board

that without them, there is no Chippewa Valley Free Clinic.

We thought a great way to celebrate this new chapter in the

storied history of the clinic would be to offer the clinic a

refreshed and rejuvenated look, one that would excite and

entice people to volunteer and donate. In the coming pages,

you’ll see the manifestation of this new look that was created

with careful consideration of the tradition and history of the

clinic in mind.

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This is the proposed new logo for the

Chippewa Valley Free Clinic. We

understood the familiarity people

have with their current logo, which

was why we chose to incorporate

the wave elements. While we see

the absence of the heart in favor of

the ‘plus’ sign, we still see a powerful

symbol of health care that is easily

identified with.

CHIPPEWA VALLEY FREE CLINIC

In addition, the ‘plus’ sign suggests a

coming together, a union of sorts, that

we felt described the relationship the

clinic has with the community. This

logo and accompanying text are also

more versatile than the current logo as

they can be used horizontally, vertically,

apart and can easily be be reversed in

white while retaining its visibility.

LOGO

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ABCDEFGHIJKLMNO P Q R ST U VWXY Z

ABCDEFGHIJKLMNO P Q R ST U VWXYZ

abcdefgh i jk lmnopqrstuvwxyz

abcdefghi jk lmnopqrstuvwxyz

Here you also see the inclusion of the

color orange. In our meetings early on,

it was clear that the client was unsure

of the use of their current color, a very

deep purple. We are proposing orange

in an attempt to pair the clinic with a

color that is more inviting, warmer, and

has a bit of excitement associated with

it. It’s this excitement that will entice

people to consider taking action, via vol-

unteering or donating.

Also paired with the logo is a new, more

modern typeface to clean up and

refresh the look of the clinic. The type-

face we have chosen, Gotham, has ex-

cellent readability and a smooth look

to it that works nicely in our attempt to

have a more inviting, welcoming look at-

tached to the clinic.

TYPEFACE

COLOR

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WE CAN’T DO WITH OUT YOU

CAMPAIGN SLOGAN

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As discussed before, we took heavy

inspiration from the clinic’s tagline of,

“From the community, for the community.”

This is most evident in our messaging

that we chose to incorporate into our

public awareness campaign and that

is, “We can’t do, without you.” Without

the support of the community the clin-

ic can’t survive and provide to those in

need. We chose to highlight the word

‘you’ in an attempt to connect with the

individuals seeing our message and

that allows our message to become

very direct and personal. ‘You’ also is

very ambiguous and can be used to

signify anyone, allowing us to go after

people from all walks of life to fill the

many different roles at the clinic,

medical or non-medical.

When this message of, “We can’t do

without you”, is applied in our campaign

it’s most often seen paired with images

of those involved with the clinic doing

what they do at the clinic. This is done

to show the viewer the result of their

help, to reinforce that without the them

the clinic will suffer.

CAMPAIGN SLOGAN

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OUR CAMPAIGN

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BILLBOARD Because the clinic cannot survive with

out the support of the community, it

only seemed appropriate to implement

a public awareness campaign that

would reach out to potential donors

and volunteers. We suggest using

billboards as a means to target this

audience.

On the bi l lboards, you’ l l see the

application of the clinic’s new look as

well as the “We can’t do without you”

messaging. The messaging here needs

to be short and concise as people aren’t

able to spend as much time with them

as say, a brochure or poster.

PUBLIC

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BILLBOARD

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BILLBOARD

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BILLBOARD

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BUS DECALS

By creating bus decals we are able to

reach a wider audience. With our bus

signs we wanted to re inforce our

message of “We can’t do with out you”.

With the use of orange and our cam-

paign slogan we are able to convey our

message quickly to the viewer.

VIDEO We created a video to reach the wid-

est range of viewers. It included our

tag line, as well as images that you’ve

seen through out our campaign. It

can serve as a tv spot for Chippewa

Valley Free Clinic. By having a com-

mercial you can send out your message

to a large potential volunteer base.

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BUS DECALS

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POSTERS In addition to billboards, we are also

suggesting the use of posters to get the

word out about the clinic and garner

more volunteers and donors. Posters are

versatile in that you’re able to choose who

you’re advertising to by hanging them up

in places of your choice. Sticking with the

cohesive look established for the clinic

allows the Chippewa Valley Free Clinic to

be recognizable in the community and

creates a greater presence.

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POSTERS

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DIRECT MAIL

PERSONAL

Another facet of our public awareness campaign is this direct

mail piece that would be sent out to potential donors and

volunteers. The sending of this direct mail piece is meant to have

an emotional appeal to the recipient as it places something

tangible in their hands. The blank volunteer card inside the mailer

is a call to action to support the clinic and if they can’t donate

their time, there is information on the back for donating money.

Although the mailer provides information for both donors and

volunteers, it’s our intention to appeal more to donors through

the use of this direct mailer. It’s our intention, by sending some

thing to them that they can open at their leisure, to create a

casual environment where they would be more apt to donate.

There are two versions of this mailer to consider. Although they

look similar, one involves sending a lanyard attached to the included

volunteer tag to create a call to action and get them excited about

potentially volunteering. The direct mail still functions without the

inclusion of the lanyard and the recipient is still able to fill out and

send in the volunteer card to be contacted later.

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DIRECT MAIL

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DIRECT MAIL

There are two versions of this mailer to

consider. Although they look similar, one in-

volves sending a lanyard attached to the in-

cluded volunteer tag to create a call to ac-

tion and get them excited about potentially

volunteering. The direct mail still functions

without the inclusion of the lanyard and the

recipient is still able to fill out and send in

the volunteer card to be contacted later.

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BROCHURE & INSERTS

We then took our look and applied

it to the new chapter of the clinic.

Around the clinic the tool that they

use the most to communicate with

people is through brochures. Our

intent with the brochure was to

make it really versatile. In order to

keep costs down we created one

universal brochure about the clinic,

a long with 3 inserts to fit the different

audiences. The separate inserts are

targeted towards Volunteers, Donors

and Patients. By creating the insert

we were able to personalize the

brochure and give the viewer more

information about the area that they

are interested in.

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INSERTS

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BROCHURE | OUTSIDE

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BROCHURE | INSIDE

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We’d like to thank you again for letting us work with you all

on this public awareness campaign. It was enlightening for

us all to gain experience in working with a client and figur-

ing out a message to send and what might be the best way

to send that message. The resulting look and campaign were

designed to be cohesive and recognizable to give the clinic

more a presence in the community.

We came to understand the importance of volunteers and do-

nors to the clinic and we decided that would be the message

we would send in our campaign. This campaign was also a

nice opportunity to apply the clinic’s new look and introduce

on a much larger scale to the public. We hope you enjoy the

resulting designs and can continue to provide support and

heath care to those individuals in the community that need it.

CONCLUSION

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