ITY OF MIDDLETOWN HEALTH DEPARTMENT

CITY OF MIDDLETOWN HEALTH DEPARTMENT Brand Strategy

Total Number of Pages: 8 Review Frequency: Annually

Primary Author: Nancy McKillop

Created on 05.2018 Revised on 08.2018

City of Middletown Health Department | One Donham Plaza, Middletown Ohio 45042 | 513.425.1818 Fax 513.425.7852 Created May 2018/Revised August 2019

The City of Middletown Health Department (CMHD) Mission Statement: Promote and protect the health and well-being of all Middletown residents

CMHD’s Vision: A connected and healthy community in which to work, live and play

CMHD’S Values: Unity, Respect, Healthy Lifestyle, Kindness and Education

CMHD Brand Strategy Objectives: 1. Effectively brand, market and promote services and programs MCHD offers 2. Raise visibility, perceived value and representation of our Health Department 3. Serve as a valued, effective and trusted resource to the community 4. Consistency in our communications to a variety of audiences

CMHD Brand Statement: CMHD continues to embrace our positive reputation by remaining a visible entity and community resource that strives to fulfill our mission, vision and values to better the health, wellness, safety and environment of our community.

CMHD Value Proposition: Unity: A healthy community with a strong sense of unity among its members. A desire to belong and help one

another is necessary for all to feel safe, connected and invested.

Respect: Respect for all people and property encourages community members to feel valued and welcomed. Differences should be expected and embraced.

Healthy Lifestyle: Adequate opportunities to live a healthy lifestyle include access to comprehensive wellness and preventative health care, substance abuse prevention and treatment, nutritious foods, safe clean neighborhoods, parks, and trails, and recreational activities for all ages and physical abilities.

Kindness: Regular kind and caring interactions among members are essential in order to foster compassion and empathy.

Education: Access to health information and opportunities for education improves awareness of healthy behaviors, health promotion, and available resources.

CMHD, A Community Resource: The CMHD is committed to promoting, protecting and improving the health and well-being of our community through the daily services and programs we offer to enhance the quality of life for our residents. CMHD has developed strong partnerships through collaboration efforts throughout the community. The community has witnessed and stated the CMHD is a valued, effective and trusted resource in the community through satisfaction survey

City of Middletown Health Department | One Donham Plaza, Middletown, OH 45042 | 513.425.1818 Fax 513.425.7852 Created March 2018 Revised May 2019

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comments and face-to-face customer interactions and verbal and written thankyou’s from community members. Furthermore, the CMHD supports a culture of continuous quality improvement, strategic planning for the future, evaluation of performance management and workforce development.

Approved CMHD Logo: The approved CMHD logo follows the City of Middletown’s branding guidelines by utilizing the city wide Middletown script and design in tandem with the Public Health prevent, promote and protect logo.

Brand Logo: The CMHD brand logo has be chosen based on our connection and commitment to the City of Middletown

and Public Health. The CMHD is consistent with the City of Middletown’s logo and the Public Health established and

trusted brand logo which in turn is used by our neighboring health departments in and around the county. All CMHD

documents (agendas, sign in sheets, meeting minutes, reports, letterhead, flyers, presentations, brochures, promotional

materials, education materials, advertisements, media and press releases, department website, meeting documents, email

signatures, written plans and policies) are branded with the approved CMHD logo. CMHD is dedicated to branding our

agency to educate the community on the services and programs we provide in order to fulfill our mission and vision

statements. Furthermore, stakeholders collaborating with the CMHD through meetings, written communication, writing

formal documents and policies (where allowable based on the City of Middletown’s own brand strategy) will be aware of

the CMHD logo, as it is available on all CMHD documents.

Audience Promise: The CMHD promises that the branding of our agency will be pertinent and true to all services and

providers provided to audiences targeted by the CMHD. The intention of the logo is to make the CMHD services and

programs more visible to the community, and just as important, show or affiliation and connection to the City of

Middletown and Public Health. We look very forward to adding the PHAB accreditation logo to our materials in the future!

Appropriate Branding Signage: The CMHD logo, mission and vision statements will be posted inside and outside the health

department facility to serve as a consistent reminder to internal and external constituents that the visible branding of the

CMHD is committed to serving as a valued and trusted community resource and an integral member of the City of

Middletown and the Public Health family.

Brand Strategy/Strategic Plan: Several strategic priorities listed in the 2017-2020 are directly related and dependent on

a successful launch, execution and follow through of the Brand Strategy. Specifically on page 13 of the CMHD Strategic

Plan, to promote the Health Department, one of our strategies is to “Build on the brand of the City Health Department, as

well as, scope of work and education in the community”. By following through on these strategies we will fulfill our

communication with the community, partners and our presence in the city and county in which we serve. The CMHD is

committed to execute and continuously augment our Brand Strategy as needed until all communication efforts used by

our department are deemed effective. Copies of all of our plans are available and accessible by all interested parties on

our website at www.cityofmiddletown.org.

http://www.cityofmiddletown.org/


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CMHD Brand Strategy Document & Audience Guidelines:

Department Name: All previous abbreviations and department names/references have been replaced. Moving

forward to “City of Middletown Health Department” and/or “CMHD”.

Letterhead: The CMHD Letterhead is available in template form both portrait and landscape for department use.

Pre-printed stationary is available for use by office staff. Letterhead layout includes: Middletown Logo, Public

Health Logo and footer with the CMHD address, phone number and fax number. Branded CMHD letterhead is

available for reorder at Daubenmire’s Printing Innovations, 513.425.7223 or by emailing

[email protected]. see attached pages 8

Envelopes: Pre-printed envelopes include the City of Middletown logo and department return address. Branded

CMHD envelopes are available for reorder at Daubenmire’s Printing Innovations, 513.425.7223 or by emailing

[email protected]. see attached pages 5

Business Cards: Business cards are available for team members with purchasing approval. All business cards from

the date of this plan, we follow the CMHD brand strategy. Business cards will be pre-populated and formatted to

align with our brand. Individual information will be approved when submitted to the Health Commissioner. see

attached templates pages 6-8

Door Hangers: Door hangers are available for the Bureau for Children with Medical Handicaps (BCMH) and the

Environmental programs that meet our Brand Strategy. Door hangers are available for reorder at Daubenmire’s

Printing Innovations, 513.425.7223 or by emailing [email protected]. see attached page 5

Templates: Templates with approved branding, layout and formatting are available for department use

(stationary, envelopes, media/press releases, policies, procedures, contracts ~CMHD not “city”~, meeting sign in

sheets, meeting minutes, powerpoints etc.). see attached templates pages 6-8

Training: All current and future CMHD full time, part time and contracted employees will be provided the

branding policy to sign off and acknowledge. All current and future CMHD employees will view the Brand Policy

PowerPoint to better understand the strategic and see visual examples of the CMHD brand.

Requirements for CMHD Documents:

o City of Middletown Logo

o Public Health Logo

o CMHD footer (not required on every page, not required on multi-department or city documents)

o Created and Revised Dates (not required on every page, not required on letters, emails or city

documents)

o Signatures (required on all “final” documents with signature line(s)

o Email Signatures should contain both City of Middletown Logo and Public Health Logo.

o Email Signatures must also include link to CMHD satisfaction survey

o City and State forms, policies, procedures, applications should not be altered with our brand.

mailto:[email protected]



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PHAB 3.2.2A CMHD BRAND STRATEGY EXAMPLES:

Envelope

Door Hanger

Business Card

Envelopes, Stationary,

Labels, Door Hangers

and Business Cards- all

available for reorder

from Daubenmire’s

Printing 513.425.7223 www.daubenmiresprinting.com,

[email protected]

http://www.daubenmiresprinting.com/



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Media/Press Release

Contact Template

Available via PCDocumentsCustom Office

Templates


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Media/Press Release

Template Available via PCDocumentsCustom Office

Templates


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Stationary Template

Available via PCDocumentsCustom Office

Templates


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City of Middletown Health Department Brand Strategy PowerPoint


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