1. Shelby City Health Department and Pivot Creative
Developing a Marketing and Branding Strategy Shelby City Health Department July 2018 – March 2019
What We Did
What We Made
What’s the Project?
SCHD staff completed several activities to develop a comprehensive marketing and branding strategy.
Participated in sessions with Pivot Creative to develop an initial site map and learn how to update and maintain the new website.
Collaborated with Pivot Creative to identify key messaging concepts.
Created website content and worked with Pivot Creative to design a site that met local needs and PHAB standards.
Developed a comprehensive department branding policy and presented to BOH for adoption.
Throughout the project, we worked independently and with our partners at Pivot Creative to develop tools and templates that will guide our communication with the community and ensure consistency in our public image. Specific outcomes included:
SCHD Public Health Branding Policy, including Key Messaging and Graphic Standards Guides, to provide consistency and structure to our promotional materials.
Health department-specific website that provides our community with comprehensive public health information. The site is separate from the Shelby City website and is managed internally by SCHD staff. This will help us customize the site to health department specific needs without relying on external personnel to implement changes and updates.
Templates for flyers, posters, and social media that incorporate key messages.
This project paired SCHD staff with Pivot Creative, a local digital marketing company, to develop a comprehensive marketing and branding strategy for Shelby City Health Department. The branding strategy included improved use of our website, social media, and print promotional opportunities to provide clear and consistent public health messaging to the Shelby community.
Why Was it Selected?
As we prepared for accreditation, we realized just how important a consistent image is to our relationship with the community. After analyzing current branding efforts, we came to several realizations:
Our existing website did not provide the community with enough information or comply with PHAB requirements. It was also managed by another city department, making updates cumbersome.
Our overall marketing efforts were inconsistent and did not create a strong identity for the health department. We use social and other media but nothing was consistent.
Project Participants
Lessons Learned
Shelby City Health Department and Pivot Creative
Through this project, we identified several key lessons learned:
Developing a website that conveys all the information the public needs was more difficult than we expected. To stay relevant, the website requires continual attention and update.
Maintaining a consistent brand requires effort and communication across the agency. Everyone has to be on the same page.
This project was made possible by the Ohio Department of Health (ODH) with funding from the Ohio Department of Higher Education (ODHE) as part of the Ohio Local Public Health Accreditation Support Project.
Screenshots of the new Shelby City Health Department website.