Situation

Built by the community for the community in 1994, Tepeyac began as a tiny health clinic in the Globeville neighborhood of Denver, dedicated to serving local migrants without health insurance. Over the years Tepeyac grew bit by bit and in 2023, as part of a Denver Urban Land Conservancy project to expand affordable housing and healthcare access, they opened a modern, new health center, expanding their physical footprint and potential patient volume by nearly five times.

As Tepeyac’s leadership approached the opening of a drastically larger and more sophisticated facility, they sought help to strategically align growth with heart-felt allegiance to their founding community and the realities of ensuring financial stability for the future. They needed a positioning that would authentically affirm their legacy and a plan for opening doors to new audiences as well.

What We Did

Over a year-long process, Roche Brand Advisors and our trusted research and strategy partner provided a thorough analyses to identify current patient and community attitudes, patient profiles and visitation trends, geo-analysis, competitive landscape, market segmentation and revenue potential. Our surveys and interviews were conducted in both English and Spanish, to inform Tepeyac’s Leadership with the data they needed to make informed decisions about how to grow with intention.

Phase 1 research laid the foundation for many subsequent brand strategy planning sessions and large team workshops to unpack how Tepeyac stakeholders most wanted to see the organization evolve. Our deliverables included extensive key findings, a new Brand Blueprint and guiding Message Framework, and a Strategic Communications Plan to announce the new facility. Each step in the process methodically built upon the last, ensuring everyone was clear and vested in the future of Tepeyac.

Outcome

On February 13, 2023, after years of planning, fundraising and construction, Tepeyac opened the doors to a brand-new facility at 48th & Vine Street in Elyria-Swansea. An eager staff was proudly aligned and clear about Tepeyac’s future, and a new Communications Director started out with the strategic messaging, creative assets and communications roadmap needed to strategically expand Tepeyac’s partnerships, advertising, and outreach. Best of all, the aim of becoming the most inclusive health care choice in Metro Denver is well on its way to operationalizing, as every department understands their vital role in bringing to life the unique promise and experience Tepeyac intends to become even better known for.

Read the 5280 article here.