Empowering a Bold Next Chapter for a Lifesaving Organization
OVERVIEW
Root Center for Advanced Recovery is a private, nonprofit, behavioral health care organization providing mental health and substance use prevention, treatment, community health services, and research. Formerly known as the Hartford Dispensary, established in 1871, the organization is one of Connecticut’s oldest nonprofit agencies.
In February 2017, Steven Zuckerman joined the team as Chief Executive Officer and President. It was immediately clear to Steven that the original organizational name (Hartford Dispensary) and brand was inaccurate and self-limiting, in that the agency did far more than “dispense” and had locations across the state, not just in the greater Hartford area. Literally, within the first three days of Steven’s tenure, we received his call. A bold, purposeful vision was needed in order to align with the evolving mission of the Hartford Dispensary. The organization’s identity needed to evolve, and the narrative, values, and voice needed to evolve with it.
ACTIONS
For many journeys, one of the most important first steps is securing fuel to power your path forward. For the Root Center, this fuel came from declaring what the organization stands for and future the team saw was possible for the organization.
In September 2017, Root and the LoudenClear team conducted a daylong workshop and collaborated to create a bold vision for the future, a Purpose statement to define why the organization exists, values that guide the team’s behavior, and the prioritization of key steps on the path to making this vision a reality.
The resulting purpose statement and values would become the bedrock of how the Root Center would operate, lead, and assist in the world.
Root Center Purpose and Values
Our purpose is to create relationships that empower the courage and ability to change.
Our values: Honor the power in everyone, Renew ourselves to share our strength, Embrace new perspectives, Progress is the destination
One of the priorities identified was the importance of repositioning Root Center as much more than its legacy as a methadone clinic by highlighting the organization’s multi-faceted approach to providing behavioral and mental health services. Everything needed to be updated to reflect this truth. All branding, the organization’s name, color scheme, logo, signage, office space, and so much more. All rooted in the refreshed purpose and vision for the future.
SERVICES ENGAGED
Purpose, Vision & Values
Brand Strategy & Messaging
Name Development
Identity System
Brand Expressions
Environmental Branding
Annual Reports
Marketing Communications
Fractional CMO
IMPACT
The Root Center has added multiple services lines, new locations across the state of Connecticut, and has nearly doubled its operating budget since the work with LoudenClear began. In fact, Root’s success has allowed them to support other neighboring non-profit organizations serving the same communities with substantial donations. Amazing things happen when nonprofits support nonprofits! And LoudenClear continues working with Root Center, assisting in their brand and marketing efforts to this day.
