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CREATIVE BRIEF DATE: 1/12/11

CLIENT: Clinic With a Heart PROJECT:Site Map

Challenge: Why are we doing this project?

-To redesign the current website to better reach desired target audiences (Patients, Volunteers, CurrentDonors, Community at Large) with clear message in a manner that allows information, dates, forms, etc to beeasily found.

Objective: What is the brand trying to achieve?

-Awareness in the community of their status as a free clinic that treats the under-/un-insured with dignity andrespect (also that they are not heart-specific)-Awareness to their patient base and potential patients of when & where the clinic is held-Awareness to donors/potential donors & potential volunteers of CWAHs: legitimacy/credibility, uniqueness inpatient treatment/care, fiscal responsibility

Context: Whats going on in the world thats affecting this situation?-Economic recession causing unemployment, decrease in benefits-Influx of immigrants and refugees in Lincoln without access to proper healthcare, many do not understand thehealthcare system or what resources are available to them-Significant population of families in poverty, working poor in Lincoln-27,000 people in Lancaster county do not have insurance

Target: Who are we talking to and what insights do we have about them?

-Patients/Potential Patients: may not speak English as first language, may require translators or translated documents can often be very transient, hard to reach with messages or follow up value that the clinic does not ask questions, require paperwork, etc. appreciate the unique treatment given by Clinic volunteers (dont feel pitied, condescended or looked

down on)-Volunteers/potential volunteers:

current volunteers are extremely loyal/supportive of CWAH, have potential to be incredible brandadvocates

the Clinic experience (going on the tour) is what hooks people-Donors:

also very passionate about the cause, could make excellent brand advocateswant to make sure their donations are being responsibly used, given to an organization thats doing real good

has a myriad of causes to donate/support does not always know difference between CWAH and other similar organizations

Perception: What do they think about the brand now, and what do we want them to think (if different)?

-Potential patients do not always know what CWAH is or what it provides-Want patients to know:

CWAH is a free for everyone, no-questions-asked health care clinic patients will be treated humanely: with dignity, grace, hospitality, love

-Many patients, community members, etc. think it is specifically a heart-health clinic because of the name-Potential donors dont know much about, Dr. Rhodes himself is often the only brand associated with CWAH-Want donors to know:

that it is a free-to-everyone health care clinic that it is the only organization in the area meeting this need the level of fiscal responsibility CWAH has

-Potential volunteers (especially medically trained) dont know about it or what it does-Want them to know:

that it is a credible organization

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how much of a need there is for CWAH services how much impact they could have if they volunteer

Focus: Whats the single most important thing to communicate?

That CWAH is a free, no-questions-asked medical clinic that treats patients with dignity and respect.

Support: Why should they believe us?

-Only organization of its kind in Lincoln-Has helped thousands of people in our community (around 200 per month, 50-60 patients cared for per each1 1/2 clinic)-Founded by a doctor (Dr. Rhodes, well-respected, connected professional), medical professionals make uplarge amount of volunteer-base-Ask the actual people whove been helped, testimonials/stories tell truth of organizations impact

Must-haves: Any mandatory executional elements?

-Logo-Name-Free Clinic-Want it to be known as a faith-based organization, but not proselytizing-visuals and story snippets/quotes

Deadline: What is the timing for this project?

TBD BRI and MANDY will workout timelineand will be back with you shortly (Thursday, January13)