 |      |
        |
 |
| |||
| |||
| | ||
VISITING NURSE ASSOCIATION OF BOSTON
Turning up the Volume on Quiet Heroics
The Visiting Nurse Association of Boston (VNAB), the oldest and largest visiting nurse association in the country, is a nonprofit, community-based, home healthcare agency that serves Greater Boston residents. VNAB helps almost 17,000 patients each year and is the major safety-net provider for Medicaid recipients and underserved populations in the region.
SM& began its work for VNAB in 2003 with a strategic messaging session (SMST) to refine the organization's mission statement, core messages and clarify its distinctions through a refreshed elevator pitch. This work was invaluable during an intense funding battle that resulted in the State legislature appropriating $1.5 million for VNAB as a “distressed community healthcare provider” in its final budget.
When VNAB marked its 120th anniversary, we created "120 Years, 120 Heroes in Home Healthcare" -- a themed, integrated development and communications campaign combining donor events, community relations and media relations showcased the range of heroes who support the VNAB. This sustaining campaign helped cement and nurture relationships with key audiences and resulted in VNAB exceeding its fundraising goals.
Today we are again working with the VNAB on branding and messaging initiatives, following its expansion to include Hospice Care, Inc. and Senior Care Alternatives, the VNAB's private pay home care service subsidiary. SM& lead the VNAB in a second SMS and after focus group testing is finalizing messages and new logos that will unite the various entities under a cohesive VNA of Boston brand.
