Advancing CSELS through strategic communication support

Challenge

The Center for Surveillance, Epidemiology, and Laboratory Services (CSELS) at the Centers for Disease Control and Prevention (CDC) was established in 2013 and encompasses more than 40 programs that provide a range of services that support and connect many facets of the Nation’s public health system. Because of its diverse portfolio, CSELS undertook a strategic planning initiative to develop a framework to map the Center’s mission and goals and define its brand.

CSELS asked Westat to create help create consensus with internal stakeholders and develop a marketing plan and educational products to tell the CSELS story. The goals of this effort are to inform stakeholders about CSELS activities and operations, demonstrate how the Center’s programs have an impact on the Nation’s health and advance CDC’s mission, and provide an overview of the Center’s future plans.

Solution

Westat developed a strategic communications plan and brand identity for CSELS and its Divisions.
We created a 124-page book, CSELS: Our Services, Work, Our Impact (https://www.cdc.gov/ophss/csels/od/docs/CSELS_Framework_Book.pdf ), to provide information about CSELS and its programs.
We developed promotional materials to target internal and external stakeholders, including Center and Agency leadership, Congress, Federal and community partners, state and local health departments, scientists, public health professionals, and the general public.
We are redesigning the CSELS website to make information more engaging and accessible.

The Results

CSELS leadership rolled debuted the new materials to internal and external stakeholders in January 2017.
Branding elements—including graphics and messaging—are being incorporated into templates for center-wide use.
Westat continues to support CSELS in refining and promoting their brand, their priority topic areas, and their web presence.