Plan Element #1: Defining the Core Concept

The statement of purpose leads directly to the core concept, or the idea that drives the entire communications enterprise.   

Some sample core concepts are:

• “The Department is thoroughly committed to universal access, high quality, and reasonable cost containment in meeting all elements of the operational definition of a functional local health department, partly by sharing services with neighbor LHDs, by the year 2014.”
• “The newly restructured HIV/AIDS program is concentrating on reducing stigma, preventing vertical transmission, curtailing racial and ethnic disparities, and securing more in-home services.”
• “Oral health for seniors in nursing homes and other facilities is often neglected. Our project will bring dental evaluations, treatment, and ongoing prophylaxis to 100 elderly residents who otherwise could not afford these basic health services.”

Core concepts emerge from the mission of the department, program, or project, as well as from the statement of purpose. In turn, the core concept forms the basis of the strategy, the main message, and even the brand. There’s no reason to get stuck on distinctions among these different foundational statements. The substance is more important than how to divide it into the purpose statement, the core concept, and the overarching strategy.