Case Study: Bay Community Health Clinic

Problem

IN 2015, Kathleen Schachman received grant funding to establish a clinic in Bay City, initially called the University Clinic and later renamed the Bay Community Health Clinic. The goal was to provide primary care to some of the most vulnerable residents in the region. Many individuals living with serious mental health conditions were not receiving the physical healthcare they needed.

Schachman also hoped to involve students preparing for careers in the health professions so they could gain experience working in a clinical environment. However, engagement with the clinic started slowly. Schachman recalls, “We were seeing about two patients a day. We needed to do something better, something different.”

The Logo and Brand Style was designed by Kelly Sievert, SVSU Graphic Design Major, and Cardinal Solutions Specialist.

Team

Schachman was watching a presentation from Professor Blake Johnson of Cardinal Solutions and was impressed with the work they had done. She reached out to get a plan started for the Bay Community Health Clinic.

Because it was a student-led organization, Cardinal Solutions was a great learning opportunity for everyone involved. Kelly Sievert, graphic design student, was responsible for creating marketing material from printed signs to a bus wrap. She says, “I enjoyed creating materials that were printed and visible on the walls of the clinic. It was a unique experience to go in-person and take measurements for my signs.”

Schachman worked with students in graphic design, technical writing, and business to create a new name and marketing materials for the clinic. When meeting with these students, Schachman had to rethink her mission and vision for the clinic. She says, “We hadn’t had those conversations before, and it forced us to go back to the drawing board. We had to think through what we wanted to accomplish.”

Solution

Cardinal Solutions was able to provide the Bay Community Health Clinic with a variety of materials:

• A new name for the clinic
• A new logo
• A website
• Brochures
• Marketing campaigns

The proposed new site is formatted for smartphones, tablets, and computers.

The design proposal for a bus wrap marketing the Health Clinic.

Result

Getting involved with Cardinal Solutions helped the clinic be more visible to the community. Once the web presence and the marketing campaign were established, the clinic saw around 400 patients who were regularly getting care. Schachman says, “Cardinal Solutions helped us craft our message and get it out to the community. It helped turn things around; it made us a viable clinical placement site.” ■