Rebuilding Community Trust Through Consistent, Accessible Public Health Communication
Cabarrus Health Alliance
Services: Brand Development, Social Media Analysis, Social Media Strategy, Content Development, Graphic Design, Website Strategy, Stakeholder Training, Video Production
The Challenge
Cabarrus Health Alliance needed to strengthen public communication and rebuild community trust following the COVID-19 pandemic.
With 11 county health departments involved, the challenge extended beyond creating a single campaign. Each participating organization needed resources that could support its individual community while maintaining a cohesive approach to public health messaging and visual identity.
The Alliance also needed a system its internal teams could realistically manage, allowing staff to communicate consistently without relying on outside support for every piece of content.
The Solution
Team EMILY developed a coordinated marketing approach designed to give Cabarrus Health Alliance and its participating county health departments greater consistency in how they communicated with their communities.
Our team created branded campaign videos, social media content templates, content calendars, branding guides, and website recommendations that participating departments could adapt and use within their own communities. Logo and tagline development helped establish a stronger visual and messaging foundation, while the broader content strategy provided a more unified approach to public health communication.
Team EMILY also worked directly with stakeholders through in-person and virtual meetings, providing guidance and training to help internal teams confidently implement the materials and strategies provided. This combination of creative development, strategic planning, and hands-on support gave participating health departments practical tools they could continue using beyond the initial campaign.
Expanding the Partnership
Training became an important component of the project as Cabarrus Health Alliance worked to create a sustainable system across participating health departments.
Team EMILY trained marketing staff from 8 of the 11 counties and provided access to CloudCampaign, giving those teams a centralized platform for scheduling and managing social media content.
This approach allowed the work to extend beyond individual campaigns by equipping internal teams with the resources and processes needed to continue communicating consistently.
The Impact
Cabarrus Health Alliance gained a more unified approach to public health marketing across multiple county health departments.
Consistent branding, coordinated messaging, campaign resources, and staff training made it easier for participating departments to execute their own communications while maintaining a stronger overall presence.
Most importantly, the project helped Cabarrus Health Alliance address the reputational challenges created during the COVID-19 pandemic and strengthen the effectiveness of its communication with the communities it serves.
