January 21, 2015 Eastside YMCA - Tarrant · PDF fileJanuary 21, 2015 . Eastside YMCA . ... as...
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Advisory Council Quarterly Meeting January 21, 2015 Eastside YMCA Because Health Matters
Transcript of January 21, 2015 Eastside YMCA - Tarrant · PDF fileJanuary 21, 2015 . Eastside YMCA . ... as...
Advisory Council Quarterly Meeting January 21, 2015 Eastside YMCA
Because Health Matters
WELCOME TO…
Eastside YMCA
Welcome and Introductions Approval of October 15th Meeting Minutes CHIP Implementation Updates
Priority Area: Partnerships Priority Area: Environment Priority Area: Education Priority Area: Health Care Access
Homework Assignments Announcements Closing Thoughts
AGENDA
APPROVE MINUTES
October 15, 2014
CHIP IMPLEMENTATION UPDATES
Presenter
Presentation Notes
18-24 month process
PRIORITY AREA: PARTNERSHIPS
PARTNERSHIPS TASK FORCE: STRATEGIC COMMUNICATIONS
21 January 2015
FALL 2014 SEMESTER STRATEGIC COMMUNICATIONS TEAMS
Purple Pentagon Agency: Carolyn Gayler, Emily Helton, Ryan Sigman, Joey Galarza, Chelsea Morris
Team One Up: Mark Kennedy, Mitzi Bracy, Farren Balint, Lauren Scott, Alison Wright, Courtney Fillmore
SEVEN: Allison Zeitlow, Megan Jenkins, Casey Rose
Hartigan, Sydney Hayes, Ashley Nava, Dana Montes
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Presentation Notes
The fall 2014 semester Strategic Communications class took on the challenge of developing strategic communications plans for Tarrant County Voices for Health. The class was split into three teams that “competed” for our business, under the guidance of Associate Professor Wendy Macias. In addition to being asked to compete for our business, each team was given a fictitious budget to work with, ranging from a low of $2500 to a high of $10,000. The project proved to be quite a challenge for the teams for several reasons. First of all, it was a little difficult for them to understand the nature of Tarrant County Voices for Health, as it is not a regular company like Alcon or Lockheed. There is not a bricks and mortar office with the name “Tarrant County Voices for Health” on the front door. An additional challenge came from deciphering the relationship between Healthy Tarrant County Collaboration and Tarrant County Voices for Health. Despite these challenges, the three teams did a marvelous job of conducting a situation analysis and teasing out the strengths, weaknesses, opportunities, and threats and developing
SWOT ANALYSIS: STRENGTHS Connections and contacts (2 teams) Diversity of perspectives Community Health Improvement Plan Public’s interest in health Willingness to connect groups and potential for
cross-marketing
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In looking at the strengths identified by the three teams, there are some themes that seem to appear in common. Two of the teams identified the connections across the community and with community leaders as a strength. We have talked from the beginning about the strength that comes from working together. Some of the other strengths identified included the Community Health Improvement Plan we drafted together through the MAPP initiative.
SWOT ANALYSIS: WEAKNESSES Overall communication, internal and external (3
teams) Poor use or lack of social media Infrequency of communications Limited community awareness
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As expected, the teams identified the lack of a well defined communications plan as a major weakness. This contributes to a limited awareness of our efforts in the community, and even internally within our larger instituitons.
SWOT ANALYSIS: OPPORTUNITIES Public participation Technological innovations Community champions
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A major opportunity lies in implementing a strong strategic communications plan to raise awareness, unify messaging, and promote programs, events, and information. While technology solutions cannot do the job alone, using today’s social media solutions can expand communications efforts at a comparatively low cost.
SWOT ANALYSIS: THREATS Competition for grants and funds Ineffective communications leads to confusion
and disinterest Information overload Language barriers (health literacy)
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Threats include the reality that all across Tarrant County we have not typically had a good process for coming together to determine who should be THE applicant for competitive awards, and that for some, competition for funding trumps the desire for collaboration. When it comes to health, there is a lot of competing messaging out there that contributes to confusion. Pharmaceutical company ads, insurance company ads, health reports on the news – many different sources of health information
TARGET AUDIENCE Purple Pentagon Agency: Tarrant
County Voices For Health members, plus all of the “dots” on the Local Public Health system diagram.
Team One Up: Community Organizations, Public Life Groups, Public Health Groups
Seven Up: Communications professionals working in hospitals, social service organizations, and faith groups, plus Tarrant County residents age 25 – 44.
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Each team was given a copy of the Local Public Health System diagram (the dots diagram) and told that the goal was to reach the leadership of each of the sectors identified by the dots. Each team narrowed that task down by defining different approaches to a primary and secondary target audience. The Purple Pentagon Agency’s primary target audience is the people and organizations most involved in Tarrant County Voices for Health. These represent many of the “dots” on the diagram. Their secondary target audience is community leaders, such as elected officials, local government, school districts, faith communities, neighborhood organizations, civic groups, first responders, health care provides, and public health organizations. Team One Up divided the “dots chart” into three categories: Community Organizations, Public Life Groups, and Public Health Groups. Inside each of these groups they identify primary and secondary audiences, with the primary audience being the smaller organizations (such as community centers, churches, neighborhood groups, etc.) and the secondary audience being the larger organizations such as hospitals, large employers, government, etc. Team Seven Up’s primary target audience is the network of communications professionals currently working across Tarrant County in hospitals, social service organizations, and faith groups. Their secondary audience is Tarrant County residents age 25 to 44, because this age group touches the largest part of Tarrant County, and includes generations Y and X. This group is more likely to be in the lower to middle class economically, more likely to be divorced, and more likely to be affected by affected by economic swings. Recent trends among this group include a desire to become more proactive about their health.
PURPLE PENTAGON AGENCY: STRATEGY STATEMENT Let’s jump-start Tarrant County’s journey to better
community wellness.
Tarrant County Voices For Health will be the one unifying voice amongst all health care organizations in Fort Worth.
It will display its passion through timely, organized and worthwhile information presented in an easy to read and access format, which will occur from a reorganization of communication vehicles.
The campaign will serve as a forum for community health leaders to come together on one goal: Lead Tarrant County members to be well and live happy lifestyles no matter the age.
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The next few slides pertain to the strategy and recommendations from the Purple Pentagon Agency.
PURPLE PENTAGON AGENCY: OBJECTIVES, STRATEGIES, AND TACTICS
Increase online activity by 50% by December 2015
Develop an organized system of goals and initiatives updated monthly
Develop contact between HTCC, TCVFH and task force members, uniting both on information regarding TCVFH
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For the first objective, the strategy entails developing a digital media plan, including website and social media. Tactics include creating and managing the social media and updating websites. The second objective centers on creating an online calendar with monthly topics and upcoming community events. The third objective’s strategies and tactics center on creating a monthly e-newsletter and 150 person distribution list.
PURPLE PENTAGON AGENCY: OBJECTIVES, STRATEGIES, AND TACTICS
Create an annual event hosted by Tarrant County Voices For Health to raise money to support future activities.
Create a community liaison position which will support and assist in managing TCVFH activity.
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The suggested event is similar to the annual ask events that many organizations host to raise money. The luncheon provides an opportunity for the whole TCVFH community to come together and celebrate past achievements and become energized about future plans. Finally, the team recognizes that there is a manpower void, and recommends seeking a Strategic Communications intern to assist with these strategies and tactics. We have the internship posted currently. The team also developed an evaluation plan to measure the impact and success of each of these strategies.
TEAM ONE UP: CAMPAIGN GOALS
To increase awareness and membership of Tarrant County Voices For Health.
To increase cohesiveness of organizations within the Tarrant County area to help further each organization’s individual efforts.
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Team One Up also focused first and foremost on the need to increase awareness of TCVFH.
TEAM ONE UP: CAMPAIGN OBJECTIVES
Increase awareness by 15% by midyear and 30% by year end.
Minimum 15 small and 3 large organizations actively contributing to digital calendar through member portals.
Minimum 10 participants at the first of 2 annual meetings, with minimum 25 at the second meeting.
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Team One Up also focused first and foremost on the need to increase awareness of TCVFH. This team also suggested having a digital calendar, and creating a member portal on the TCVFH landing page that requires a member login.
TEAM ONE UP: CAMPAIGN STRATEGIES
One primary contact for each targeted organization.
Monthly meetings Website Brand image Advertisements
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Campaign strategies center on use of a monthly e-newsletter delivered to one primary contact within each targeted organization. The newsletter will help reinforce the brand, monthly meetings, and other activities. Creating a monthly meeting is also seen as a vehicle for increasing cross-organization awareness and collaboration. An improved website with secure membership access is another vehicle recommended for fostering awareness and collaboration. An improved brand image is recommended to help stakeholders across Tarrant County recognize which messages are coming from TCVFH. Finally, advertisements targeted at the larger community are recommended
TEAM ONE UP: ADVERTISING, PROMOTIONAL & BRANDING TACTICS Member Login Page Mobile App Flyer / Advertisement Collateral E-Newsletter Members Summit Social Media
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The member login page is recommended to provide secure access to current health data, contacts and information about other registered organizations, and editable calendar, and a members forum. This is envisioned as a way to promote cross-marketing activities between organizations. The team also recommends using a simple TarrantVoices.org URL as it is easy to remember. A TCVFH mobile app is also recommended as a way for members to have access to the online resources on the go. The flyer and advertisement will be used to expand awareness and recruit more active members. The team recommends adding a slogan “Common Ground for a Common Cause” to promotional materials, and creating an ad that members may run in their newsletters to expand awareness. The team also recommended having promotional items produced that can be distributed at public meetings and events, similar to the items Yvette purchased with grant funds last summer. The electronic newsletter should include the TCVFH mission statement in each issue, a calendar of upcoming events, a story about a featured member, Q&A section, and social media links. The Members Summit provides an opportunity for the primary and secondary target audiences from the three audience categories to meet together for networking and education. It also provides an opportunity for expanded community awareness. Finally, social media including Facebook Twitter, and Linked In are recommended. The team also developed an evaluation plan to measure the effectiveness of the recommended objectives, strategies, and tactics.
SEVEN: CAMPAIGN OBJECTIVES First Tier Objective: To raise awareness
of TCVFH among Tarrant County Residents ages 25 to 44 with an annual income less than $100,000 by 40% by June 2015.
Second-Tier Objective: To increase engagement of TCVFH among communication directors in the healthcare, faith, and social service sectors by 40% by December 2015
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SEVEN proposed a two-tiered approach, with the first seeking to establish overall brand awareness of TCVFH among the targeted community segment. By establishing the brand, community residents will become more comfortable with the initiative, and this will aid in achieving objectives of the second tier. Research among communication directors has shown that organizations are hesitant to share communication and partner with organizations and initiatives that they are not familiar with. After overall awareness has increased, there should be a greater likelihood that the communications directors will partner and increase the odds of public health information being disbursed to Tarrant County residents in a regular and timely manner.
SEVEN: CAMPAIGN STRATEGIES & TACTICS Social Media Traditional and nontraditional
advertising Participate in two Tarrant County health
wellness fairs by October 2015 Increase use of partner portal among
partners by 40% by December 2015 Increase task force meeting attendance by
50% by May 2015
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Presentation Notes
Social media provides another communication outlet for partners and also helps raise awareness of TCVFH. It should be used to disseminate important health dates or upcoming events. Traditional media such as Facebook and Twitter may have the greatest reach, but a nontraditional advertising platform was also suggested: Grocery Store Initiative. With this, customers shopping at a local grocery store will have the opportunity to purchase a paper star at checkout where all profits will go to support TCVFH initiatives. Health and wellness fairs were viewed as another opportunity to promote TCVFH to both the general community and to other exhibitors. This team also recommended establishing a secure member portal online. This team viewed this portal as a tool in coordinating grant applications. Finally, by increasing attendance at meetings will strengthen the relationships across the members and partners. This team also outlined an evaluation strategy to measure the success and effectiveness of the proposed strategies and tactics.
NEXT STEPS
Partnerships Task Force reconvenes
Strategic Communications Intern
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Presentation Notes
The work continues. The Partnerships Task Force will reconvene in February to review all of these recommendations and develop some priorities for implementation. We hope that if we are able to successfully recruit an intern, that will greatly speed our ability to implement the selected strategies.
PRIORITY AREA: ENVIRONMENT
Photo courtesy of the Star Telegram (October 8, 2014)
PRIORITY AREA: HEALTH CARE ACCESS
HOMEWORK 1. Review the CHIP
– Decide where you fit in best (e.g., lead and/or member)
2. Participate in a Priority Area – Provide access to resources (i.e., finances, staff, time, etc.) – Contact Yvette if you want to discuss participation in area(s) of interest
• Phone: (817) 321-5318 • Email: [email protected]
3. Spread the Word – Share the CHIP with others where you live, learn, work and play – Invite us to your organization/agency, institution and community meetings
4. Recruit Others – Identify those who might be the missing partner
ANNOUNCEMENTS
CLOSING THOUGHTS
NEXT MEETING: Wednesday, April 15, 2015
Because Health Matters
