Non-Profit
Bridgercare
Dispel rampant misconceptions to help this crammed-in clinic rally ALL the funds needed to open their own facility—a sparkling new medical center boasting twice the space and so much equipment, thanks to renewed community support.
Brand Strategy
Brand Strategy+
Campaign
Results
Hangup: An outdated office and damaging misperceptions
BridgerCare had been wedged into a tiny, outdated office for too many years while diligently saving for a new building. It was time to launch a capital campaign to clinch the goal. But, misconceptions dogged the clinic—even within staff. I saw a bigger opportunity, not just to secure a new building, but to ensure success: get BridgerCare clearly united in their mission, so the public would understand its key impact.
Fix: Brand strategy sets a foundation—for marketing and a new building
Prioritize brand strategy to rally confused staff around a more clear mission, then translate our beautiful new brand into a poignant capital campaign to raise funds. (Full honesty: Bridgercare was highly suspicious of the brand strategy step, but fortunately—for them and the community—they decided to go for it.)
A new building, raised by community support
“People cried.” When Bridgercare’s staff saw the brand, they admitted they finally understood their purpose. More importantly, once staff could tell the story, the community finally understood, too—and answered the call by fully funding the remainder of the bill on Bridgercare’s new building off Oak Street. Now, Bridgercare runs a beautiful clinic where it serves even more locals with expanded services.
Photo: NEOM
We’re so ecstatic to be moving forward with our new clinic and so grateful that you’re a part of this process. Thank you for pouring your heart
into this!”
Juliane McLean | Development Coordinator at Bridgercare
