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I.
Executive Summary
This rebranding plan is for Carolinas HealthCare System (CHS) including their mission
statement, logo, and co-branding plans. CHS is a healthcare provider in both North and South
Carolina. The specific area analyzed for this report was the greater Charlotte area.
To determine what direction to take when rebranding the company attitude research was
conducted. It gathered information about Carolinas HealthCare System’s current branding efforts and
how effective they are. Amongst those surveyed were employees and patients of Carolinas
HealthCare System, and patients of other North Carolina serving healthcare systems. The ten
question questionnaire asked for yes or no responses and then asked for explanations. These
explanations helped then guide which way to take the branding strategies for CHS.
The results of the research showed that the mission statement would remain similar in values
and goals. However, it was rewritten short and to the point with the wording updated to their most
recent work and will go into effect January first 2014. It was determined that the new logo should be
more straight forward and literal. The new design still contains the company’s name and their colors
so as to be very recognizable. The logo will be changed on all signage by the end of 2014; while all
handouts, websites, and documents with the design on it will be reprinted or updated by March 2014.
Also, all major practice sites’ signage will be updated by the end of June in 2014. For the first time
CHS will enter into co-branding by co-sponsoring two annual events—The Pink Run and The Fall
Festival—with the Susan G. Komen Foundation be. The Pink Run is tentatively planned for Saturday
May seventeenth and the date will officially be set and announced by the end of January 2014. The
fall festival is planned for the weekend of October seventeenth, eighteenth, and nineteenth finalized
by the end of July 2014. There will be a $25,127,490 increase in profits from the previous year. The
return on investment will be about one hundred fifty-eight and three hundredths percent thus making
it a successful effort.
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II. Introduction
Carolinas HealthCare System (CHS) is a healthcare provider offering a full spectrum of
healthcare and wellness programs. The company has more than nine hundred locations providing
healthcare services and employs over sixty thousand people. CHS provides healthcare in both
North and South Carolina; specifically the Charlotte area. In 2012 Charlotte had a population
estimate of seven hundred seventy five thousand two hundred two people.
Charlotte’s major population groups are Caucasian at roughly fifty eight percent and
African Americans equaling almost thirty three percent. Smaller portions of Charlotte’s
population are Asian are little over three percent, almost two percent is made up of a mixed race
population, and roughly half a percent are American Indians. Economically Mecklenburg County
is roughly split half of the median incomes. About half of the areas have median incomes from
zero to fifty thousand dollars. The other parts made up of median income households of fifty
thousand to a hundred thousand dollars. Most of Mecklenburg County is one of two ways in
relation to the population receiving food and nutrition services. About half is well off with less
than ten percent of the population in the sections of Mecklenburg County receiving food and
nutrition services. Or it’s much worse off without twenty percent of the population receiving
food and nutrition services.
Carolinas HealthCare System’s mission is “The mission of Carolinas HealthCare System
is to create and operate a comprehensive system to provide healthcare and related services,
including education and research opportunities, for the benefit of the people it serves.” Their
target market is individual residents of North and South Carolina who need healthcare coverage
and services. CHS product benefits include providing patients with well-educated doctors and
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specialists who are able to help with any healthcare concerns or needs. They have multiple easy
access locations that are able together to fully take care of their patients.
CHS has done very minimal work to brand their organization. Their Brand Name is
Carolinas HealthCare System. They have multiple trade or doing business as names including
Mecklenburg Medical Group, Charlotte Medical Clinic, Randolph Internal Medicine, Arboretum
Pediatrics and Providence Pediatrics. They use a teal “tree of life” with Carolinas HealthCare
System written underneath as their brand mark representing their values and mission (see A-1).
The nine branches stand for the guiding principles of CHS; gentleness, justice, generosity,
humility, prudence, wisdom, kindness, loyalty, and courage.
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III. Research Methods Used in the Study
I will conduct attitude or opinion research by surveying people. Information will be
obtained on how they feel and what they think of Carolinas HealthCare System’s current mission
statement and other relevant things related to logos, trade characters, and co-branding. Several of
the survey questions will relate to the relevance and effectiveness of their mission statement
since the mission statement creates and shapes the company and its brand (see B-1). Feedback
received will help with the creation or altering of the current mission statement to make it more
customer motivated and relevant to the company’s current goals and ideas. The next several
questions asked will relate to the logo and how to make it fresh and new without losing who the
company is (see B-2). The last couple queries will be on ways to expand Carolina HealthCare
System’s branding methods. This will be done specifically through co-branding and trade
characters (see B-3).
The survey will include data and answers from roughly twenty Charlotte region residents.
Some of the data will come from CHS employees, a majority from CHS patients and another
portion from patients of other Charlotte area Healthcare systems. All data will be primary data
collected through the survey method. The research will be attitude research because it’s the most
relevant and useful type of research for making the rebranding plan. The information will be
gathered through questionnaires that consist of open ended questions used to determine the
opinions and attitudes of the sample group.
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IV. Findings and Conclusions of the Study
I surveyed employees and patients of Carolinas HealthCare System, and patients of other
North Carolina serving healthcare systems using a ten question questionnaire. The first topic
addressed was Carolinas HealthCare System's mission statement. Ninety-four percent of those
surveyed said yes, it's effective and relevant to their work (see C-1). When creating the plan to
rebrand with a new mission statement the replacement will be similar. This is because the current
statement is really good at summing up CHS's mission and goals. However, the one suggestion
received was to make the new statement less general or generic which will be done.
The next set of data was closely split with sixty percent of the people saying there are
some things CHS consistently does that isn't a part of the statement and the other forty percent
believing nothing needs to be added (see C-2). When creating the new statement I'll use some of
the noted missions that the sample group thought CHS consistently does. Almost eighty-seven
percent of participants thought nothing needed to be removed (see C-3). So when the mission
statement is redone it will be consistent with the old one. However, the part about research
opportunities will be removed and the part that implies Carolinas HealthCare System makes
healthcare affordable and accessible for everyone will be reworded.
The last question addressing mission assessed if these statements are more purposeful
long winded, explanatory, and descriptive or short and to the point. The majority equaling almost
eighty-five percent preferred short and clean mission statements (see C-4). These results mean
Carolinas HealthCare System’s new mission statement will still cover their values and objectives
but will be concise and focused. This is so the statement will capture attention and be easily
understandable for those without extensive knowledge of the company.
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The next topic the rebranding survey addressed was logos. First the sample group was
asked if a logo was better when it had a lot of meaning, represented the company’s beliefs but is
unapparent and the customers have difficulty understanding it or if the logo is straight forward
and literal. Eighty-six percent of the group chose the second option (see C-5). This will result in
a new logo that is more straight forward and has less hidden meanings. Thus the new logo will
no longer stand for the nine guiding principles of the company.
Next people were asked more about the design of logos. The results were split almost in
half with only six percent more saying a company’s name should be a part of their mark (see C6). Almost the whole group said yes, the logos colors should math the company colors. Both of
these outcomes will result in the company’s name and their colors—teal and white—still being
attached to the design.
I was interested in what medical marks stand out to people since the new one for
Carolinas HealthCare System should have that memorable recognizable factor. Out of those who
found any medical system’s designs memorable six believed the current CHS tree of life logo
because it appears on all of their locations and publications. This is also because it’s prominent,
easy to spot, and very recognizable. Two people said Novant Health because the way the N and
H are intriguingly incorporated and because of the colors used. Both the Red Cross and
American Medical Association’s signs were listed as notable. The style of all these emblems and
why they stick with people will help guide the creation of the redone CHS logo so it will stick in
people’s minds.
The final topic and last two questions of the rebranding survey discussed additional
branding techniques that may or may not be applied to the company. Fourteen out of seventeen
answers said that having a trade character would not be beneficial to a medical system like CHS
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(see C-8). Most thought that trade characters are not serious, professional, or sophisticated and
would thus hurt the company’s image. So when the rebranding plan takes affect CHS will still
not have a trade character. The final question addressed co-branding with other companies. The
only two suggested were the Susan G. Komen Foundation and the National Breast Cancer
Foundation. Depending on if further research shows either of these co-branding opportunities as
beneficial Carolinas HealthCare System may become a co-branded company.
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V.
Proprosed Rebranding Plan
The current mission statement of Carolinas HealthCare System is “The mission of
Carolinas HealthCare System is to create and operate a comprehensive system to provide
healthcare and related services, including education and research opportunities, for the benefit of
the people it serves.” Following what the survey results dictate the new mission statement is
more direct with similar values and objectives. The new statement is “The mission of Carolinas
HealthCare System is to provide quality healthcare services fully helping, caring for, and
satisfying our patients while expanding the company to help more people.” The replacement
mission statement will go into effect on January first 2014. All handouts, websites, and
documents with the statement on it will be reprinted or updated and will roll out on the first of
2014.
The currentlogo was a teal “tree of life” with Carolinas HealthCare System written
underneath (see A-1). Itrepresents their values and mission. The nine branches stand for the
guiding principles of CHS; gentleness, justice, generosity, humility, prudence, wisdom, kindness,
loyalty, and courage.
Using the results of the questionnaire I made the logo more
straightforward and recognizable. The new symbol is the letters CHS in teal block letters with
the company name—Carolinas HealthCare System—written in teal underneath the block letters
(see A-2). By the end of 2014 all Carolinas HealthCare System signage will be changed to
include the new logo. All handouts, websites, and documents with the design on it will be
reprinted or updated by March 2014. Also all major practice sites’ signage will be updated by the
end of June in 2014.
Carolinas HealthCare System will now co-brand with The Susan G. Komen Foundation
by co-sponsoring events. In spring together they will sponsor a 5K called The Pink Run in
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Freedom Park. There will be three stations along the way where three shades of washable pink
paint is sprayed at the runners as they pass through arches. The Pink Run is tentatively planned
for Saturday May seventeenth and the date will officially be set and announced by the end of
January 2014. During the fall months Carolinas HealthCare System and The Susan G. Komen
Foundation will co-sponsor a fall festival also in Freedom Park.The fall festival is planned for
the weekend of October seventeenth, eighteenth, and nineteenth. The event dates and details will
be finalized by the end of July 2014. These two events will become annual events the two
organizations co-sponsor beginning in 2014. Based on the success of both events the marketing,
and event details—dates, who, where, and logistics—will all be determined and altered by the
events when they reoccur in 2015.
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VI. Proposed Budget
To pay for the private firm’s analysis and planning it will cost the organization $75,000.
The creation of the new mission statement will cost Carolinas HealthCare System $10,000. All
handouts, websites, and documents with the statement on it will be reprinted or updated costing
the company about $8,000. The total cost for the mission statement part of the rebranding results
in a $18,000 expense to CHS.
The new Carolinas HealthCare System logo is going to cost the company $25,000. It will
cost the company roughly $40,000 to change all signage and to cover the expenses of reprinting
and updating handouts, websites, and documents with the design on it. The entire logo
rebranding efforts will charge the organization $65,000.
To put on the Pink Run 5K it will cost The Susan G. Komen Foundation and CHS
roughly $40,000 upfront. However, the participants will pay $65 to run. $5 will go to t-shirts for
runners and the other $60 towards expenses or profits. After the first 667 runners have paid half
of every $60 (cost per participant) will go to CHS’s on going health efforts and the other $30 of
$60 will go to The Susan G. Komen Foundation. The estimated profits for CHS are $17,490 (an
estimated 1,250 total runners).
Upfront the fall festival will cost the two organizations $30,000. The earnings made off
of sales are estimated to be $150,000. After expenses are paid there will be $120,000 in
profits.These will be divided between Carolinas HealthCare System and The Susan G. Komen
Foundationleaving both of them profits of $60,000.
The 2012 CHS profits were $501,000,000. With the rebranding efforts next year’s
estimated profits will have a five percent increase and reach $551,177,490 (once the two events
profits are added as well); a $25,127,490 increase from the previous year. The total costs of the
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rebranding efforts will be around $158,000. The return on investment (25,127,490158,000/158,000) will be around one hundred fifty-eight and three hundredths percent.
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VII. Works Cited
http://www.carolinashealthcare.org/
http://maps.co.mecklenburg.nc.us/qoldashboard/
http://www.areavibes.com/charlotte-nc/demographics/
http://quickfacts.census.gov/qfd/states/37/3712000.html
http://www.identityworks.com/issues/issues7.htm
http://stocklogos.com/topic/famous-logo-designs-and-how-much-did-they-cost
http://www.mnwebco.com/blog/how-organize-5k-run
http://www.charlotteobserver.com/2013/03/13/3910112/carolinas-healthcare-systemprofits.html#.UoQU5H8o7IU
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VIII. Appendix
Appendix A
A-1
A-2
Carolinas HealthCare System
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Appendix B
B-1
Please read the CHS mission statement and answer the following questions.
“The mission of Carolinas HealthCare System is to create and operate a comprehensive system to provide
healthcare and related services, including education and research opportunities, for the benefit of the people it
serves.”
1) Do you find the CHS mission statement effective and relevant to their work? Why or why not?
2) Is there anything CHS works consistently towards that’s not part of their mission statement? If so, what is
it?
3) Do you know of anything CHS is not consistently doing that’s a part of their mission statement? If so, what
is it?
4) Is a mission statement more purposeful long winded, explanatory, and descriptive or short and to the
point? Please explain your reasoning.
B-2
5) Which is better;
a. a logo having a lot of meaning and representing the company’s beliefs but is unapparent
and the customers don’t know what it means
b. the logo being straight forward and literal? Please explain why.
6) Is it important that a company’s name be a part of the logo? Why or why not?
7) Should the colors of the logo match the company’s colors?
8) What (if any) medical company’s logos stand out to you? Why do they?
B-3
9) Do you think having a trade character (a brand mark with human form/characteristics similar to a mascot)
would be beneficial to a medical system like CHS? Why or why not?
10) Do you think CHS would benefit from co-branding with another company? If so, what company and why?
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Appendix C
C-1
1) Do you find the CHS mission statement effective and relevant to their work? Why or why not?
People's Responses to Question 1
yes
no
C-2
2) Is there anything CHS works consistently towards that’s not part of their mission statement? If so, what is it?
People's Responses to Question 2
yes
no
C-3
3) Do you know of anything CHS is not consistently doing that’s a part of their mission statement? If so, what is
it?
People's Responses to Question 3
Yes
no
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C-4
4) Is a mission statement more purposeful long winded, explanatory, and descriptive or short and to the point?
Please explain your reasoning.
People's Responses to Question 4
long winded,
explanatory,
and descriptive
short and to the
point
C-5
5) Which is better;
a. a logo having a lot of meaning and representing the company’s beliefs but is unapparent
and the customers don’t know what it means
b. the logo being straight forward and literal? Please explain why.
People's Responses to Question 5
a
b
C-6
6) Is it important that a company’s name be a part of the logo? Why or why not?
People's Responses to Question 6
yes
no
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C-7
7) Should the colors of the logo match the company’s colors?
People's Responses to Question 7
yes
no
C-8
9) Do you think having a trade character (a brand mark with human form/characteristics similar to a mascot) would
be beneficial to a medical system like CHS? Why or why not?
People's Responses to Question 9
yes
no