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AV Children’s Center launches strategic, market-based plan

Dr. Marc Futernick, medical director of emergency medicine at California Hospital Medical Center (CHMC), shows off the “kid-f

The Children’s Center of the Antelope Valley (CCAV) has launched a five-year strategic plan, which includes a shift in branding as well as new mission, vision, and values.

“Our new strategic plan provides market-responsive strategies that promote organizational growth, long-term stability, and vitality,” said Samantha Schmitz, board president. “It reflects CCAV’s commitment to serving as a leader in the field and operating with the highest levels of integrity, transparency and compassion.”

The board of directors and members of CCAV’s leadership team engaged in a months’ long collaborative process, during which they analyzed market forces, community needs, organizational strengths and weaknesses, and untapped opportunities. The final plan identifies three overarching goals with associated objectives and outcomes as well as a shift in branding and new mission, vision, and values.

The organization’s brand shift includes a redesigned logo and shortening of the name to its acronym: CCAV. The new logo continues to prominently feature three blue hands, which represent the healing, health, and hope CCAV strives to bring to its participants and the community. Consistent with the refreshed logo, the organization will begin utilizing CCAV as its primary identifier to reflect its expanded programs and services.

“While protecting children continues to be central to everything CCAV does, those participating in our programs include many transitional-age youth and adults,” said Carol Stevenson, communications director. “The shortened moniker is more inclusive of all of the individuals we serve and better reflects the evolution of our organization.”

CCAV’s new mission statement is “To promote healing of the whole person and a healthier community by providing care and services to empower children, individuals, and families to overcome life’s difficulties,” Stevenson added.

Both the mission and vision are supported by six core values, which are compassion, equity, excellence, integrity, leadership and mentorship.

“We wanted to ensure that the new mission, vision, and values adequately reflected who we are, what we do, and how we do it,” noted Schmitz. “Every day, in every interaction, we are striving to make a difference in the lives of the people we serve and the community as a whole.”

Learn more about the Children’s Center of the Antelope Valley at