Office of Home Visiting
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Branding
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Public Outreach
Community Engagement
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Strategic Leadership for High-Stakes Outreach and Legislative Support
In partnership with the Utah Department of Health Office of Home Visiting (OHV), BWP Communications developed and executed a comprehensive branding and outreach campaign aimed at increasing program visibility, encouraging participation among underserved communities, and ultimately supporting future state-level funding efforts. The Office of Home Visiting, established in 2011, provides voluntary, community-based in-home support and education for pregnant women and families, with services designed to build healthy family relationships and promote child well-being. With 90% of funding federally sourced, OHV sought to expand state investment by raising awareness among both the public—particularly low-income, expectant mothers—and state legislators. BWP was contracted to lead this high-priority project with tight deadlines and ambitious goals, ensuring all deliverables were completed or in progress by September 30, 2016.
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Ground-Up Brand Development Rooted in Research and Alignment
Our work began with a rigorous internal audit and discovery process, including stakeholder interviews, competitive and industry analysis, and a brand audit to evaluate existing communications efforts. BWP facilitated strategy sessions to align stakeholders on a unified vision, identify anticipated barriers, and define the overarching objectives of the campaign. The insights gained informed our brand development phase, which included the creation of a clear brand architecture, emotional mapping, and a comprehensive Brand Usage and Style Guide. These tools laid the foundation for consistency across all communications, both internally and externally. To ensure messaging resonated with our target audience—primarily pregnant women from diverse cultural backgrounds—we developed a detailed Messaging Matrix. This document became a cornerstone for all subsequent creative efforts, providing clear, culturally sensitive messaging for Native American and Latino audiences, among others.
Multi-Platform Creative Execution with Cultural Sensitivity at the Core
To bring the brand to life across multiple platforms, BWP designed a full suite of materials, from a vibrant new visual identity to tactile marketing pieces such as brochures (including Spanish-language versions), posters, postcards, and a branded backwall display for events. A key deliverable was a 3-5 minute live-action promotional video, featuring real Utah families, that introduced OHV services in a warm, accessible, and culturally inclusive manner. We also crafted a strategic radio advertising campaign, including script development, talent direction, production, and media buying, to extend the program’s reach into rural communities. Additionally, BWP consulted on the visual direction and user experience of OHV’s new website to ensure consistency across digital touchpoints. Finally, we designed and launched a six-month social media and online advertising campaign, complete with turnkey strategies and digital ad libraries that could be self-managed by OHV staff moving forward.
Delivering a Scalable Communications Toolkit with Lasting Impact
The end result was a robust, fully integrated branding and outreach campaign that not only met the tight timeline but also equipped the OHV team with a powerful, easy-to-deploy communications toolkit. From print to digital, public events to private consultations, every element was crafted with empathy, clarity, and cultural relevance in mind. BWP’s collaboration with OHV empowered the organization to reach its core audience more effectively, advocate for increased state support, and build lasting connections with the families they serve.
Ground-Up Brand Development Rooted in Research and Alignment
Our work began with a rigorous internal audit and discovery process, including stakeholder interviews, competitive and industry analysis, and a brand audit to evaluate existing communications efforts. BWP facilitated strategy sessions to align stakeholders on a unified vision, identify anticipated barriers, and define the overarching objectives of the campaign. The insights gained informed our brand development phase, which included the creation of a clear brand architecture, emotional mapping, and a comprehensive Brand Usage and Style Guide. These tools laid the foundation for consistency across all communications, both internally and externally. To ensure messaging resonated with our target audience—primarily pregnant women from diverse cultural backgrounds—we developed a detailed Messaging Matrix. This document became a cornerstone for all subsequent creative efforts, providing clear, culturally sensitive messaging for Native American and Latino audiences, among others.
Multi-Platform Creative Execution with Cultural Sensitivity at the Core
To bring the brand to life across multiple platforms, BWP designed a full suite of materials, from a vibrant new visual identity to tactile marketing pieces such as brochures (including Spanish-language versions), posters, postcards, and a branded backwall display for events. A key deliverable was a 3-5 minute live-action promotional video, featuring real Utah families, that introduced OHV services in a warm, accessible, and culturally inclusive manner. We also crafted a strategic radio advertising campaign, including script development, talent direction, production, and media buying, to extend the program’s reach into rural communities. Additionally, BWP consulted on the visual direction and user experience of OHV’s new website to ensure consistency across digital touchpoints. Finally, we designed and launched a six-month social media and online advertising campaign, complete with turnkey strategies and digital ad libraries that could be self-managed by OHV staff moving forward.
Delivering a Scalable Communications Toolkit with Lasting Impact
The end result was a robust, fully integrated branding and outreach campaign that not only met the tight timeline but also equipped the OHV team with a powerful, easy-to-deploy communications toolkit. From print to digital, public events to private consultations, every element was crafted with empathy, clarity, and cultural relevance in mind. BWP’s collaboration with OHV empowered the organization to reach its core audience more effectively, advocate for increased state support, and build lasting connections with the families they serve.
