Atlanta-based HealthMPowers, previously KidsHealth, is a non-profit organization committed to promoting healthy behaviors and environments by empowering students. HealthMPowers serves more than 100 schools and more than 65,000 students, providing health education through multi-year partnerships with schools.
In late 2006, KidsHealth approached Arketi Group with an immediate name change and positioning need – the organization was facing legal action from a national organization with the same name.
Solution
Due to the severity of a looming legal battle, a quick response was needed. Arketi completed an exercise to identify a name that would best demonstrate the value of the organization’s programming. Recognizing the fundamental element of the organization consisted of providing schools and students with the necessary tools to empower them, Arketi recommended the name HealthMPowers.
“The name, HealthMPowers, encapsulates not only what our organization does but also our mission of empowering children and adults to take responsibility for their health,” said Christi Kay, executive director of HealthMPowers. “Our new name positioned us exactly where we wanted to be – an organization that helps others make a difference.”
Following the naming exercise, Arketi developed a brand look-and-feel necessary to ensure long-term success of the organization. Branding components included:
- A unique logo that visually depicts HealthMPowers’ commitment to healthy lifestyles.
- Business cards to ensure HealthMPowers appeared a credible organization with distinct titles.
- Cost effective pocket folders that met donor presentation requirements.
- Structured letterhead that not only boasted the new look-and-feel, but also paid tribute to the wealth of knowledge and expertise brought to the organization through a distinguished board of recognized community leaders.
- Email stationary, built within Outlook to provide ease of maintenance, to distribute important information to board members, sponsors, donors and participating schools.
- A professional, yet playful, PowerPoint template that could be easily updated, along with useful graphics to depict sponsorship contributions, achievements and school results.
- A newsletter template with an abundance of room for pictures while structured to easily update with important information and school activities.
- A sophisticated annual report – complete with bright colors, active images and a cohesive order to the document – intended for past, current and prospective donors, sponsors and board members.
Arketi also assisted in elevating the presentation of HealthMPowers’ existing programs and activities. Arketi finalized the design of a student health credit card that serves as a constant reminder to students of their commitment to making positive decisions. Classroom banners and lunchbox designs further display the HealthMPowers’ brand in schools by making a strong visual impact on students, teachers and faculty. To promote the organization around the state, a van and truck used to carry The Body Walk and Fitness Lab, received wraps showcasing HealthMPowers’ branding and services.
In addition to developing the brand, Arketi executed a proactive media relations effort to garner media attention for the organization. Initially, Arketi developed a media list with local health and education reporters. Arketi strategically used news releases to shed light on HealthMPowers’ achievements and school events – such as large grant funding donations or an on-site visit at a school.
Results
“HealthMPowers is beyond grateful for everything Arketi has done for the organization,” said Kay. “Their help in elevating our branding has greatly impacted the role we play in Georgia’s to fight obesity. We have seen an increase in number of schools served, and have forged successful partnerships with large, well-known organizations.”
HealthMPowers has expanded its reach, now serving nearly 100 schools in more than 28 districts. The organization has also grown its donor base to include BCBS, Pfizer and SNAP-Ed.
The media relations efforts have positioned HealthMPowers as a thought leader in student health, having secured local and industry print media placements in the Atlanta Business Chronicle, Piedmont Community Benefit Report and School Planning & Management; an award-winning guest column spot on TheWeekly.com; and television media placements on Atlanta Public Schools (APS), WXIA and CNN.
“I can’t image not working with Arketi,” continued Kay. “Their team has become an extended part of our team, and their ideas have helped us continue to grow.”
View The Work
Click on any sample below
Logo
New logo highlights active commitment to improving health.
Communications Package
Communication materials included business cards, letterhead, pocket folders and more.
Annual Report
Redesigned annual report accurately reflects the organization’s commitment and highlights its successes and schools served.
Truck and Van Wraps
The Body Walk Truck and the Fitness Lab Van add to students’ excitement and increase community awareness of the organization.
Banners
Dynamic banners were leveraged to promote health-enhancing behaviors in schools. Designs were extended onto lunchboxes and bookmarks.
Byline Article
Thought leadership byline provides educators and school officials with real examples of students choosing healthy lifestyles and how those decisions came to be made.
