By Colleen Brock
Like many hospices today, Yolo Hospice faces competition that is becoming more aggressive.
Many competitors — especially the for-profit industry — have upped their game by focusing on rebranding, heavy marketing and social media.
To stay in step with the time, Yolo Hospice refreshed its image to have a more engaging and productive conversation with today’s hospice gatekeepers, partners and the community. However, the quality, commitment, passion and calling that built the nonprofit, free-standing, community-based agency will remain the same.
The goal of our new branding and public relations campaign is to re-introduce Yolo Hospice. Branding changes to community outreach, relationship building and increased services via multiple venues include new print, logo, website and signage and enhanced information and education disbursement via editorials, social media, presentations and group activities.
In reframing services, we will focus on brand preference building and driving community connection, awareness, opinion and choice for Yolo Hospice. In turn, we hope to change consumer behavior to consider hospice services sooner and connect with us at the onset of key serious illnesses and diseases, not just in their final days. Whenever the connection is made, we are there to reduce physician burden and provide support and education in development of a confident caregiver.
We will continue to tell the Yolo Hospice story in a heartfelt, compassionate and caring way as we have for more than 30 years in Yolo, Solano, Sacramento, Colusa and Sutter counties.
A chapter in the story was the holiday celebration held recently at the Woodland Community Center. More than 150 guests — community liaisons, family members, donors, volunteers, board of directors and staff — enjoyed an evening of food, music, silent auction and presentations by Keith Volkerts, executive director, and guest speaker state Sen. Lois Wolk, D-Davis.
The event served as an opportunity for Yolo Hospice and Anoroc Agency to roll out their new branding and public relations campaign.
“Yolo Hospice wanted to have a more engaging conversation with individuals about the profound impact of hospice care,” Volkerts said. “The organization has grown in reach and influence in end-of-life care and it became time to have an image that reflected that.”
This campaign will build strategies and increased partnerships, relevant to growth of services and expanded community awareness and education, while offering quality services.
Wolk, a longtime public servant, has been an advocate and leader in the fields of patient empowerment in health care and program supports for the region’s aging population. She spoke fondly of the compassionate care that so many give and receive in the world of hospice and how services must remain strong in support of the growing need.
The evening included a special performance by guitarist and Threshold Choir member Jim Spalding. The Threshold Choir comes together at the request of patients and their families to sing at the bedside, offering calm comfort and soothing music.
For more information, call 530-758-5566 or visit www.yolohospice.org.
— Colleen Brock is a public relations and philanthropy consultant for Yolo Hospice. This column is published monthly.