Project: To develop a communications strategy for the Foundation for the Advancement of Community Health Care (FACHC), a new 501 (c)(4) organization that works with the Oregon Primary Care Association (OPCA), the current 501 (c)(3) organization.

Process: In-depth planning sessions were conducted with OPCA/FACHC staff members as well as board members. Individual interviews were also conducted as appropriate. A review of secondary data provided an overview of the current landscape on a broader level.

Based on data gathered, the communications strategy contained two parts: a brand strategy, which defined FACHC brand, target audiences, competition, positioning, and messaging platform; and an integrated marketing communications plan designed to deliver the right message to the right people at the right time.

Results: A strategic recommendation was made to change the name FACHC to something more reflective of the brand. This was done, and Community Health Advocates of Oregon (CHAO) was launched. For more information, see www.chao-oregon.org.