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Marketing and Communications Technical Assistance for Colorado School-Based Health Centers

Marketing and Communications Technical Assistance for Colorado School-Based Health Centers . Presented By: Maggie Spain, The Bawmann Group Haidith Ramirez, Roaring Fork School Health Centers Norma Portnoy , Kids First Health Care May 1, 2014 . FINANCIAL DISCLOSURES.

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Marketing and Communications Technical Assistance for Colorado School-Based Health Centers

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  1. Marketing and Communications Technical Assistance for Colorado School-Based Health Centers Presented By: Maggie Spain, The Bawmann Group Haidith Ramirez, Roaring Fork School Health Centers Norma Portnoy, Kids First Health Care May 1, 2014

  2. FINANCIAL DISCLOSURES There are no relevant financial relationships with any commercial interests to disclose.

  3. OVERVIEW OF PROJECT • TBG was hired by The Colorado Health Foundation in May 2013 to provide marketing and communications technical assistance to SBHC’s. Worked with five SBHC’s over nine months. • Kids First Health Care (Formerly Community Health Services) • Roaring Fork School Health Centers • Centennial High School Health & Wellness Center • Kids Clinic at Crawford and Laredo elementary schools • Kids Care Clinic at Avon Elementary School

  4. PROJECT GOAL • Help each SBHC develop a strong brand foundation in order to: • Effectively and concisely communicate services • Increase utilization • Build referral relationships • Create strong relationships with schools/school district • Provide funding sustainability

  5. PROJECT OVERVIEW • Each SBHC was required to complete a marketing plan to receive grant funding. • TBG met with the SBHC’s to set project priorities, timelines and develop a realistic scope of work. • Site visits were included to help TBG gather relevant discovery. • Project rooted in quantitative and qualitative research and collaboration.

  6. PROJECT OVERVIEW • Feedback from SBHC, staff, students, parents and school representatives played a large role in materials developed. • Many materials were created in a template format to allow SBHC’s to update in the future. • Brand development was the number one priority for the SBHC’s.

  7. EXAMPLES

  8. LESSONS LEARNED • Timing of initiating marketing and communications projects is • critical (October – April ideal). • Funding fluctuates and different grants can impact SBHC • marketing and communications. • Important to create template materials that can be updated by • SBHC’s on their own. • Value in having strong relationships with school districts. • Engage students and school staff in activities to create buy-in.

  9. ROARING FORK SCHOOL HEALTH CENTERS • Identified Needs: • Refresh logo and develop a tag line. • Consistent brand messaging. • Family/Community outreach plan. • Elevator speech for youth group “Latinas Arriba”. • Achieved Solutions: • New image/tag line and marketing tools (banner, flyer, etc.) • Effective brand messaging customized for different target audiences (students, parents, school/district staff, community partners and potential funders. • Structured year-long family outreach plan.

  10. KIDS FIRST HEALTH CARE OVERALL RE-BRANDING GOAL: better communicate the scope of health care services the agency provides. • Objectives • Encourage students to use clinic services. • Motivate parents to utilize the SBHCs as the medical homes for their children. • Inform school staff and administrators of the benefits of SBHCs to student performance and motivate them to refer students to the SBHCS for needed services. • Increase awareness and support of SBHCs among the broader community.

  11. OUR NEEDS • New name. • New logo. • New image. • New signage. • New marketing materials and strategies.

  12. QUESTIONS TO ASK WHEN RE-BRANDING • What perception does the brand convey? • Does it convey the core messages you want to express? • Does it elicit the gut feeling you want? • Does it establish trust and build credibility? • Does it convey your agency values? • Does it clearly communicate your organization’s mission?

  13. TRUST • Trust in the skills and experience of the marketing firm • professionals. • Trust in your lay skills and opinions – don’t underestimate your • ability.

  14. KNOW YOUR AUDIENCE • Students. • Parents. • School staff. • Community at-large. • Funders. • Partners. • Volunteers.

  15. RE-BRANDING MAY REQUIRE • Patience. • Understanding. • Adaptability.

  16. TIME • Take adequate time to plan the rebrand. You want it to be right • because you’ll live with it for a long time. • There’s never enough time or the right time. However, select the • best time possible. • Don’t let lack of time keep you from rebranding. • Allow more time than you anticipate if you’ll use input from • others. Re-branding can’t be rushed.

  17. STAFF INPUT • Involve staff who represent different disciplines. • Get input from your staff “on the ground” about ways to roll out • the name. • Convene a committee to help rate the logos and consult during the • rebranding process. Remember, you can’t involve every employee • in the process. Committee can include: • board member, • executive staff, • management, • operations and, • support staff.

  18. CREATING A SBHC MARKETING PLAN • Begin by developing a SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis. • Your Community Advisory Committee can assist in examining where your SBHC is now (strengths & weaknesses) and where you want to be in the future (opportunities & threats). • Use EMR data to determine who you are serving and who you want to serve. How can you best reach them? • Set realistic and quantifiable goals. Where do you want to be in six months? One year? Five years?

  19. LOW-COST MARKETING IDEAS • Identified within the strategies of advertising, media relations, web/social media, community outreach and brand collateral to help prioritize.

  20. ADVERTISING • Ads in school newspapers or newsletters. • Banners displayed on school grounds or sports venues. • Morning announcements.

  21. MEDIA RELATIONS • Media talking points. • Regular health columns in school or community newspapers. • Interviews by youth ambassadors on high school television programs. • Placement of stories in local media (feature stories, health columns, letters to the editor).

  22. WEB/SOCIAL MEDIA • The Internet offers your SBHC both owned and paid • marketing opportunities. • Website development or refresh. • Video production and creation of YouTube channel. • Social media campaigns.

  23. SOCIAL MEDIA STRATEGIES • Focus should be on quality of engagement, not volume of • likes or followers. • Facebook and Instagram contests. • YouTube videos developed by SBHC youth ambassadors. • Facebook and Pinterest to reach moms. • LinkedIn to attract business and community leaders.

  24. BRAND COLLATERAL • Consistency in look and style. • Select photos that are representative of those you serve. • Creation of two key branded marketing materials for regular distribution. • Importance of having a direct call to action.

  25. QUESTIONS?

  26. CONTACT INFORMATION Maggie Spain The Bawmann Group 303.320.7790, maggie@morethanpr.com

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