In 2007, CARES began a long term partnership with 3Fold Communications. As the largest HIV/AIDS service provider in Northern California, the organization was several years away from celebrating its 20th anniversary and wanted a new brand to reflect the organization's status in the community, as well as increase their reach within the region.
At the time, CARES had a recognizable, but outdated logo, as well as an noticable lack of awareness about the meaning of their acronym. 3Fold wanted to maintain the organization's brand recognition while updating the look, tighten their overall branding and incorporate their full name into their logo.
With an updated, market-appropriate logo and look, 3Fold developed and implemented a comprehensive brand strategy in the following materials:
- Brand identity system
- General information templates and folders
- Client newsletters
- Donor newsletters
- Strategy for the grand opening of the new Pharmacy
- General brochure
- Annual report
The second phase of our strategic partnership with CARES consisted of an outreach campaign to specific and targeted at-risk communities within Sacramento. The goal was to educate African Americans, Hispanics and young people on their elevated HIV/AIDS risk, ultimately driving them to the CARES’ clinic for testing.
To help reach these communities, 3Fold developed a campaign to push people to CARES for testing. Culturally-appropriate black and white images and messaging were combined with the tagline “I choose right.” to further brand the campaign. Most importantly, since the campaign launched in March of 2008, CARES has tested almost 400 people for HIV/AIDS, 14 of which were positive.
To complement our marketing efforts, 3Fold has also strategically reached out to both print and broadcast media on CARES behalf. In 2008, CARES has been featured on KCRA and twice on News10, had a front page article in the Scene section of the Sacramento Bee and will be featured again in the Bee this July.
Results: In our two year partnership with CARES, we have redefined their brand, increased their testing numbers, reached out to underserved communities, and ultimately positioned CARES to launch their most aggressive strategic initiative in the area of prevention in 2009. |
