Case Study
South Central Primary Care
Brand Identity · Brand Strategy · Social Media Campaign · Paid Media
To help a network of community healthcare centers in underserved South Central Georgia show up with the clarity, credibility, and cultural familiarity their patients deserve.
The Context
South Central Georgia is a region where access to quality healthcare has historically required residents to navigate systems that were not designed with them in mind. For many communities across the area's rural counties, trust in healthcare institutions is earned slowly and lost quickly, and for good reason.
South Central Primary Care operates a network of community health centers across 12 locations in 7 counties, working every day to close that gap. As the organization grew, so did the need for a brand identity that could reflect the care and intentionality of their work as well as a communications strategy capable of reaching the communities they serve on the communities' own terms.
In May 2023, that need became urgent. Federal funding for free Covid-19 vaccines and boosters was set to end on May 31st. For patients in South Central Georgia, many of whom lacked the resources or information to access vaccines independently, the window to act was closing fast.
A brand foundation strong enough to carry SCPC's identity across 12 locations simultaneously — and a campaign capable of reaching diverse, rural communities with a time-sensitive public health message in a region where vaccine hesitancy and distrust of institutional communications were documented realities.
The campaign could not rely on generic public health messaging. It needed to speak directly to the people in those specific communities, acknowledge their circumstances honestly, and meet them where they were — on social media, in their cities and towns, in language that felt familiar rather than clinical.
What Changed
Facebook: 5,383 accounts reached with 587 post engagements and 124 link clicks in 30 days.
Instagram: 7,804 accounts reached in 30 days — a 780,300% increase over the prior month.
Individual paid ads with budgets of $30 each reached between 1,500 and 2,800 accounts per ad, demonstrating measurable efficiency for a nonprofit organization managing a limited campaign budget.
7.8K
Monthly Reach
Over 7,800 people within the campaign's target audience reached in 30 days
587
Post Engagements
587 new followers engaged with the campaign post within 30 days
13x
More Clicks
13 times more clicks for vaccine sign-ups within the first 30 days
12
Locations Unified
A new brand identity helped unify twelve SCPC locations
What Changed
Facebook: 5,383 accounts reached with 587 post engagements and 124 link clicks in 30 days.
Instagram: 7,804 accounts reached in 30 days — a 780,300% increase over the prior month.
Individual paid ads with budgets of $30 each reached between 1,500 and 2,800 accounts per ad, demonstrating measurable efficiency for a nonprofit organization managing a limited campaign budget.
7.8K
Monthly Reach
Over 7,800 people within the campaign's target audience reached in 30 days
587
Post Engagements
587 new followers engaged with the campaign post within 30 days
13x
More Clicks
13 times more clicks for vaccine sign-ups within the first 30 days
12
Locations Unified
A new brand identity helped unify twelve SCPC locations
