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Rebranding

California HealthCare Foundation

BACKGROUND 

California HealthCare Foundation (CHCF) is a nonprofit grantmaking philanthropy based in Oakland, California, and issues around $40 million in grants each year from an endowment of $700 million. CHCF asked Hershey Cause to help refine its program areas focus into three primary areas, Better Chronic Disease Care, Innovations for the Underserved, and Market and Policy Monitor.

STRATEGY 

In addition to consulting with CHCF to refresh its logo and messaging for its 10-year anniversary celebration, we developed a strategic media relations plan for the Better Chronic Disease Care program using the latest research and targeting both general market and ethnic media. We secured coverage of the release in both local and national media, and established relationships between the foundation and a select group of health care reporters. More than 100 journalists attended the presentation by president and CEO, Dr. Mark Smith’s at the annual conference of health care journalists.