Planned Parenthood of Southwestern Oregon
PROBLEM
STRATEGY
ACTIONS
Fractional CMO | Non-Profit - Health Care
Posters and Billboards
Following the upheaval induced by the pandemic, Planned Parenthood of Southwestern Oregon (PPSO) found itself devoid of its entire Marketing team, and grappling with a conspicuous absence of day-to-day marketing support. There arose an acute need not only for marketing reinforcements but also for assistance in assembling a rejuvenated team. In addition, a focus on strategic insight and thorough planning was crucial to guide the organization’s future path, fortifying its resilience and ensuring enduring progress in the aftermath of the fall of Roe.
Double Hi took on the role of Fractional Chief Marketing Officer, participating in high-level discussions with the C-Suite to gain a deep understanding of the challenges facing the organization, and to identify opportunities to create stability and growth in the region.
Working in collaboration with the Interim CEO and COO, we commissioned an in-depth market research study of PPSO’s service area and leveraged the key findings to formulate our strategic plan. With a data-driven plan in place, we focused on reaching underserved community members where they already were, we redefined the roles within the Marketing department, and recruited, trained, and revitalized the marketing team.
Throughout a comprehensive, nine-month engagement, we oversaw the daily marketing function of the organization, crafting digital and print ad campaigns, developing and designing presentations, making website updates, and orchestrating social media plans all while preparing the newly hired team for a seamless transition.
We also engaged closely with the neighboring Oregon affiliate in Portland as well as with the organization’s political advocacy arm to address media inquiries, furnish talking points, and draft speeches, unifying our statewide presence and solidifying a framework for ongoing collaboration.
Deeply versed in the essence of the Planned Parenthood brand and the internal mechanics of the organization, the new team is primed for success. Double Hi maintains an advisory role, offering strategic leadership and support as necessary, to uphold the continuous growth and impact of the initiatives undertaken.
Creative Direction, Copywriting, Directing
Creative Direction- Planned Parenthood Superheros Collab
“Double Hi became an integral part of our team; owning the Marketing function and creating alignment across our organization. They got up to speed quickly, prioritized and completed projects that had stagnated, and developed a clear and sustainable marketing plan that met the needs of our budget and organization. They helped us assess our needs and redefine the scope of our marketing role. Now we have a clear path forward and a bright future ahead!”
While our role was primarily strategic, we also stepped in on design as needed to help the organization maintain momentum while a new team was being built. That flexibility is central to how we work: we’re able to provide senior-level direction while also rolling up our sleeves when the moment calls for it. In this case, the transition was especially natural, as Samantha previously spent several years as Marketing Director for Planned Parenthood of Orange and San Bernardino Counties, the second-largest Planned Parenthood affiliate in the country. Some work from that role is also included below.
Social Media
Talking Points & Speeches