KO'OLAULOA Health Center

 

/KO'OLAULOA Health Center

/Cover Letter & Executive Summary

 

KOʻOLAULOA Health Center (KHC)

PROPOSAL & STATEMENT OF QUALIFICATIONS

Marketing, Digital Communications, Social Media Management, and Capital Campaign Support

 
 

September 4, 2026

Terrence H. Aratani, Chief Executive Officer
Koʻolauloa Health Center
56-119 Pualalea Street
Kahuku, Hawaiʻi 96731

Dear Terrence and Members of the Selection Committee:

METERA Branding (METERA) is pleased to submit this Statement of Qualifications and Fee Proposal in response to the Request for Qualifications (RFQ) for Marketing, Digital Communications, Social Media Management, and Capital Campaign Support.

The Context:
Crisis Turnaround to Institutional Expansion (2020–2026)

In December 2020, during the height of the COVID-19 pandemic and amidst a critical operational window, METERA was engaged to deliver an immediate, comprehensive modernization of KHC's identity, upgrade it’s digital presence, and enhance patient outreach.

Over the past six years, METERA served as the strategic and creative backbone for KHC's organizational stabilization and transformation as seen in:

  • Brand Architecture: Rebuilt KHC's complete visual identity from scratch—designing the cultural-geometric logomark, Hauʻula clinic environmental window installations, vehicle fleet wraps, and bilingual patient materials.

  • Digital Growth Engine: Architected and re-launched koolauloachc.org, delivering a +95% YoY increase in web visits, +117% increase in unique visitors, and search dominance across North Shore medical, dental, and pharmacy queries.

  • Federal Compliance & Clinical Strategy: Designed KHC's 2024 Community Health Needs Assessment (CHNA), satisfying HRSA compliance mandates and establishing the clinical data baseline for service expansion.

  • Workforce Culture & Internal Governance: Developed the new KHC Employee Handbook, transforming complex HR, workplace compliance, and operational standards into an accessible, culturally grounded foundation for staff retention and recruitment.

  • Capital Campaign Launchpad: Formulated the narrative, demographic risk cohorts, and preliminary designs for KHC pitch deck for the upcoming $7M Haleʻaha Capital Campaign.

The Future:
Strategic Readiness for 2026–2027

As KHC embarks on the 2026–2027 contract cycle, the organization faces a distinct operational landscape: executing the $7M Haleʻaha capital campaign, increasing / defending patient volume and clinical staff against adjacent hospital competition, and navigating potential Medicaid redetermination churn. METERA brings unmatched institutional familiarity, zero onboarding delay, and decades of global capital storytelling and digital execution to support KHC's next era of growth.

Sincerely,

Eric Rhodes
Founder & Principal, METERA Branding

 

EXPERIENCE

/Experience in Health Care Marketing & Branding
(35% Evaluation Weight)

METERA operates at the intersection of visual brand architecture, technology systems, and capital strategy. Principal Eric Rhodes brings over 30+ years of executive experience designing high-stakes investor roadshows, digital platforms, and enterprise marketing systems.

1. Principal Qualifications & Capital Pedigree

  • Institutional Capital & Roadshow Architecture: Guided corporate communications, brand development, and investor relations through major public offerings across global exchanges, including Euronext Growth Paris, Tokyo Stock Exchange (TSE Growth), and the $371M NASDAQ IPO for XFMedia (2007). https://meterabranding.com/work-source-all/xfmedia

  • Enterprise Visual & Media Direction: Developed Olympic opening title sequences for CCTV (2008 Beijing, 2010 Vancouver); award-winning commercial photographer and creative director for global institutions including Marriott International, Hilton Resorts, Modern Luxury Media, and The New York Times. https://meterabranding.com/work-source-all/beijing-olympics , https://meterabranding.com/work-source-all/vancouver-olympics

  • Health & Expert Systems / AI Foundation: Co-developed bilingual expert systems in Japan (Nautilus Group Japan, 1986–2000) that generated over $38M ($117M in 2026 dollars) in annual revenue, laying the technical foundation for subsequent US technology startup and NASDAQ IPO.

2. Specialized FQHC & Hawaiʻi Healthcare Expertise (2020–Present)

  • Embedded FQHC Strategic Advisory: Six years designing, implementing, and maintaining KHC’s revised brand identity, social communications, 340B pharmacy promotions, sliding-fee marketing initiatives, and clinic service line campaigns across KHC touch points.

  • HRSA Compliance & 2024 CHNA Authorship: Designed and templated the comprehensive 2024 Community Health Needs Assessment, synthesizing US Census data, Med-QUEST enrollment patterns, ALICE financial distress metrics, and Health Professional Shortage Area (HPSA) indicators into an actionable strategic plan.

  • Cultural & Linguistic Localization: Proven ability to communicate effectively with Native Hawaiian, Samoan, Tongan, and Southeast Asian immigrant populations across rural Oʻahu.

 
 

APPROACH & STRATEGY

/Approach & Strategy Going Forward
(20% Evaluation Weight)

METERA's 2026–2027 strategy for KHC focuses on converting community awareness into measurable patient acquisition, protecting clinic margins, and helping drive the $7M Haleʻaha capital campaign to successful completion.

1. Augmenting the $7M Haleʻaha Capital Campaign (Scope III.A)

  • Donor-Tiered Pitch Collateral: Finalize institutional-grade pitch decks, executive one-sheets, and philanthropic impact briefs translating KHC's clinical expansion (pediatric care, chronic disease management, community wellness) into clear ROI for trusts and major donors.

  • Short-Form Video & Visual Storytelling: Direct donor-focused video narratives and photographic assets capturing patient stories, kupuna care, and the geographic necessity of bridging the 35-mile linear coastline.

  • Foundation & Trust Alignment: Structure presentation materials aligned with the funding priorities of major philanthropic trusts and donors (e.g., Queen Liliʻuokalani Trust, Atherton, Hawaiʻi Community Foundation, and others).

2. Digital Platform Optimization & Conversion (Scope III.B, III.C, III.F)

  • Educational-to-Clinical Conversion: Leverage top-performing health content (eg, Understanding Your Blood Pressure [2,545 views], Behavioral Health Services) by embedding direct scheduling triggers and phone-tap links to convert search traffic into booked encounters.

  • SEO Dominance across Core Clinical Verticals: Augment search rankings across the primary search keywords outlined in the RFQ ("Doctor near me," "Dentist near me," "Medical clinic North Shore Oahu," "Pediatrician North Shore Oahu," "Behavioral/Mental health North Shore Oahu," "Women's health North Shore Oahu”) using existing KHC website backend framework.

  • Audience Reactivation: Activate the existing backlog of 1,000+ newsletter and contact subscribers with automated monthly health bulletins, Medicare Annual Wellness reminders, and Medicaid renewal notices using existing KHC website backend framework (note this is currently in production and testing).

3. Provider Retention/Recruitment & 340B Margin Protection (Scope II.1, II.3)

  • Workforce & Recruitment Branding: Mitigate clinical poaching by adjacent hospital competitors through regular augmented targeted provider-spotlight campaigns (e.g., Dr. Sutherland), anchoring community loyalty to KHC's medical home. This will be done both on the KHC website’s home pages and across it’s social media platforms.

  • In-House Pharmacy Promotion: Enhance direct scripts to KHC's on-site Kahuku pharmacy through ongoing educational messaging, protecting essential 340B margin.

 
 

/Corporate & Capital Formation References

REFERENCES & PAST PERFORMANCE

 

1. Brand Architecture & Environmental Systems: Cultural-geometric logomark development, brand identity guidelines, Hauʻula clinic window shades, and community vehicle wraps.

2. 2024 Community Health Needs Assessment: 41-page comprehensive regulatory research, data visualization, and strategic document.

3. Capital Campaign Collateral: Initial Haleʻaha $7M Capital Campaign Pitch Kit (What, Who, Where, Why data models).

4. Clinical Service Line Campaigns: Targeted promotional suites for Pediatrics, Kūpuna Medicare Wellness Visits, Men's Health, Dental Care, Sliding Fee Discount Program, and 340B Pharmacy.

5. Digital & Analytics Platform: koolauloachc.org architecture, SEO keyword optimization, and quarterly analytics reporting dashboards.

SAMPLE FQHC CAMPAIGNS & PORTFOLIO ASSETS

 

NOTE: Sample KHC Brand Architecture & Environmental System assets will be posted 09/04/2026 at 10:00pm HST.

KHC Brand Architecture & Environmental Systems

 

2024 Community Health Need Assessment

 

Capital Campaign Collateral (WORKING)

 

Clinical Service Line Campaigns

 

Digital & Analytics Platform

 
 

.KOʻOLAULOA Health Center_PROPOSAL & STATEMENT OF QUALIFICATIONS

 
Work: Strategic PlanningEric RhodesFeatured Work: Strategic Planning, Brand Design, Web Development, Photography, Copywriting, Video & Motion Graphics, Hawaii