Opportunity
After more than 30 years as Orlando Immunology Center, the organization was becoming OIC Inspired, a nonprofit bringing its research, pharmacy and physician teams together under one umbrella. More than introducing a new name, this work was about helping everyone touched by the transition – patients, employees, community partners and local leaders – understand what the change meant for them.
Approach
For nearly a year, Biplane partnered with OIC Inspired, treating every message, conversation and milestone as an opportunity to build trust, strengthen alignment and create momentum for what was ahead.
We shaped a narrative that held up across very different audiences and carried it consistently through months of planning, making the grand opening a culmination rather than an introduction.
For the event itself, we led vendor coordination, RSVP tracking, signage and day-of logistics, pairing facility tours of all three service lines with remarks from local officials and a reception honoring staff. Media outreach followed three pillars: community access, healthcare innovation and trust and human stories. WESH 2 aired its grand opening event coverage in every show hour for the following 24 hours, and the Orlando Business Journal framed the expansion as a $1 million investment adding up to 25 jobs in the community.
We established OIC Inspired’s social media channels as the primary source of news through the lead-up, covered the day in real time and launched an Instagram page for its new men’s health initiative.
Impact
More than 200 people attended, including five elected officials, three of whom delivered remarks, and Florida State Rep. Anna Eskamani presented an official state proclamation recognizing the milestone. Earned media coverage resulted in more than 388 million potential impressions across 10+ placements, with a key message in 100% of stories and 100% positive or neutral tone.
Because the narrative had been built over months rather than weeks, the celebration read as a community coming together around a shared vision, not an organization’s announcement. That foundation has outlasted the ribbon-cutting, giving OIC Inspired a solid reputation to build upon.
