Health Care Centre For The Homeless Ch
Case Study
Health Care center for the Homeless: Changing with the times
Part I: Case Analysis
A. size up the key problems/opportunities raised by the case Just as one bad apple can ruin the whole basket, an organization with one large problem can see the effects of that problem damage its entire organizational strategy. In the case of Health Care for the Homeless (HCCH), the lack of a strong marketing direction is what hinders this organizations ability to meet their organizational goals. The first problem can be summarized as a need for brand orientation. By definition, brand orientation puts the image and value of the brand at the core of all activity in order to affect more positive and effective outcomes. Currently, the HCCH name, logo, promotional materials and absence of vision statement are negatively effecting its brand orientation. From an external facing perspective, there is a lot of confusion around the organization’s name. The business operates under two names: “Health Care Center for the Homeless” and the “Orange Blossom Family Health Center”. It has been recognized that two key stakeholders, clients and donors, do not understand the difference between these two brands (or even that they are related under one organization) while the word “homeless” carries a stigma. This confusion has the potential to harm donations thereby affecting the facilities ability to provide quality service. As well, there is confusion between the “Health Care Center for the Homeless” and the “Coalition for the Homeless of Central Florida” (a separate independent human services agency in downtown Orlando). Additionally, HCCH must create a strong vision statement to ground its brand orientation. Developing a rebranding plan and strategy to execute this brand orientation becomes the second problem in and of itself. Which is why the second problem is the need for HCCH to modify its organizational structure to include a Chief Marketing
Health Care center for the Homeless: Changing with the times
Part I: Case Analysis
A. size up the key problems/opportunities raised by the case Just as one bad apple can ruin the whole basket, an organization with one large problem can see the effects of that problem damage its entire organizational strategy. In the case of Health Care for the Homeless (HCCH), the lack of a strong marketing direction is what hinders this organizations ability to meet their organizational goals. The first problem can be summarized as a need for brand orientation. By definition, brand orientation puts the image and value of the brand at the core of all activity in order to affect more positive and effective outcomes. Currently, the HCCH name, logo, promotional materials and absence of vision statement are negatively effecting its brand orientation. From an external facing perspective, there is a lot of confusion around the organization’s name. The business operates under two names: “Health Care Center for the Homeless” and the “Orange Blossom Family Health Center”. It has been recognized that two key stakeholders, clients and donors, do not understand the difference between these two brands (or even that they are related under one organization) while the word “homeless” carries a stigma. This confusion has the potential to harm donations thereby affecting the facilities ability to provide quality service. As well, there is confusion between the “Health Care Center for the Homeless” and the “Coalition for the Homeless of Central Florida” (a separate independent human services agency in downtown Orlando). Additionally, HCCH must create a strong vision statement to ground its brand orientation. Developing a rebranding plan and strategy to execute this brand orientation becomes the second problem in and of itself. Which is why the second problem is the need for HCCH to modify its organizational structure to include a Chief Marketing