Taproot Foundation Service Grant Supports Revamping of SFCCC Brand Strategy

SFCCC is preparing for the implementation of health care reform and diligently strengthening our position to continue to support our clinics strategically, operationally and financially as they provide optimum care for their patients being served now and for the new patients to be served as health care reform moves forward. In light of this SFCCC was excited to be awarded a Taproot Foundation Service Grant and over the last several months has been working with the Taproot Foundation Team laying the foundation for the revamping of our Branding Strategy. This includes our Key Messages. The process involved interviewing key stakeholders; reporting and discussing discovery findings to SFCCC; developing several brand positions that attempt to capture SFCCC’s unique value; focusing on one position that best reflects SFCCC’s current and aspirational brand; and developing messaging that express the brand position in several different formats for several different audiences including healthcare providers, legislators, the public and the media. We are pleased with the exemplary work that the Taproot Team has provided. We consider it invaluable as we move forward on Branding. Taproot is a nonprofit organization that makes business talent available to organizations working to improve society. Taproot’s Service Grant program operates in five cities (SF, LA, Chicago, DC, NYC) and, since its inception in 2001, has engaged professionals in over 780,000 hours of pro bono service on over 1,300 projects.