Professional Documents
Culture Documents
CLI Creativebrief 011211
CLI Creativebrief 011211
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 (don’t feel pitied, condescended or looked
down on)
-Volunteers/potential volunteers:
current volunteers are extremely loyal/supportive of CWAH, have potential to be incredible brand
advocates
the Clinic experience (going on the tour) is what “hooks” people
-Donors:
also very passionate about the cause, could make excellent brand advocates
want to make sure their donations are being responsibly used, given to an organization that’s 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 don’t 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) don’t know about it or what it does
-Want them to know:
that it is a credible organization
how much of a need there is for CWAH services
how much impact they could have if they volunteer