Houston Health Dept.9.15.2014

redesigning our approach

core services – centers

DAWN WICPersonal

Devel.

Client

Access

Senior

Services

core services – centers

DAWN WICPersonal

Devel.

Client

Access

The

Wellness

Network

Kid’s

Village

Senior

ServicesAssistance

Center

The

Learning

Center

Senior

Services

targets – denver harbor

The

Wellness

Network

Kid’s

VillageAssistance

Center

The

Learning

Center

Senior

Services

300 – 500

annual

650 – 750

monthly*

1,920

annual?

960

annual

the wellness network kid’s village assistance center the learning center senior services

fitness

|

chronic disease

self-management

classes

*ratio (client

average to one

WIC staff member)

appointments

|

10 appointments

per day

applications

|

4 applications per

day

qualitative

improvement

(tbd)

how does redesign help program to reach these targets?

The

Wellness

Network

Kid’s

Village

Assistance

Center

The

Learning

Center

Senior

Services

Core Enhance

targets – enhancements

Center

Branding WebsiteInbound

Marketing

Outbound

Marketing

1. Reimagine

2. Internal Culture

3. External Value

1. Standalone

2. Lead Generation

3. Engagement

1. Retention

2. Support

3. Expansion (Integration)

1. Social Networks –

Engagement

2. Social Networks –

Expansion

3. Viral Moments

Partner-

shipsEvents Content

Member-

ships

1. Social Networks –

Engagement

2. Social Networks –

Expansion

3. Viral Moments

1. Standalone

2. Lead Generation

3. Viral Moments

1. Remove

2. Repurpose

3. Refresh

1. Community

2. Security

3. Value

Center

Branding

Center

Where

o PO

What

o Logo Design

o Various Hi-Res Logo

Img.

o Branding Guidelines

o Tagline

o PPT Templates

o Social Media Profiles

Img.

contract

Vendor

o 3 beta logo designs

Internal

o Send beta designs to

program (surveys will

be provided)

o Choose logo from

beta designs /

develop new beta

designs

next

Core

o Complete purchase

process

o Develop survey

o Send beta set and

survey to programs

Program

o Complete and return

survey (date tbd)

action

Website

Center

1. Focus and simplify

message

2. Organic lead generation

3. Community and client

engagement

4. Partnership

engagement and

expansion

why

1. Third party website

development software

(currently reviewing

vendors)

2. Backlinks to main City

of Houston webpage

(similar to library)

how

1. Primary services related

to each center

2. Lifecycle marketing

3. Centralized digital

content management

4. Smart platform

what

Inbound

Marketing

Center

Strangers Visitors Leads Customers Promoters

ATTRACT CONVERT CLOSE DELIGHT

Blogs

Keywords

Social Media

Forms

Calls-to-Action

Landing Pages

Email

Call

Workflow

Events

Experience

Smart Content

Inbound

Marketing

Center

1. HHD (proper) will have

its own social network

(twitter, blog? and

facebook)

2. PI staff

3. Engage “non-clients”

(partners, supporters,

etc.)

4. Drive clients to inbound

funnel

main-hub

1. Each MSC will have it’s

own community

network structure

(facebook and

instagram)

2. Social networking team

(1 content creator /

manager)

3. Content driven by

program and client

need

sub-hub

1. Create viral moments

2. Digital partnerships

(blogs, non-profit

organizations, health

organizations, etc.)

3. Digital advertising (SEO,

keywords, ppc, banner,

etc.)

networking

Outbound

Marketing

Center

1. Direct mail and digital

messaging to focus on

improving passive

customer experience

2. Call center to focus on

the engagement of

inactive clients

retention

1. Call center and digital

messaging

2. Focus on providing

program support for

particular initiatives /

events

support

1. Paid Non-Digital

advertising to focus on

branding our image and

drive clients to inbound

funnels

2. Call center, direct mail

and digital messaging

to focus on specific and

targeted campaigns

expansion

Partner-

ships

Center

Academic Faith-based Business Government Other (Community)

Houston Community College Catholic Church Bank Civic Groups Museums

University of Houston Baptist Church Airlines Rep. Gene Green Theatres

Montessori School Oil & Gas Rep. Al Green Home Owners Association

High School Travel Agency Rep. Sheila Jackson-Lee Local Artists Group

Middle School Restaurants City Council Members Grocery Stores

Elementary School Job Placement State Representatives National Sports Teams

Electronics City of Houston Departments College Sports Teams

African American Chamber of

Commerce Reading is Fundamental

Transportation Local Medical Centers

Technology Cancer Center(s)

Pharmacy American Heart Association

Children's

Hispanic Chamber of Commerce

Partner-

ships

Center

Partnerships will serve three primary purposes

o Expand / Support service offerings

o Increase capacity / outreach

o Sustainability

Structure

o Centralize partnerships warehouse and strategy

o Recruitment and management of partners handled by joint effort (coordinator,

program and MSC)

Events

Center

1. Centralized events

calendar (managed by

coordinator)

2. Choosing and

management of events

handled through joint

effort (coordinator,

program and MSC)

3. Client version accessible

online

structure

1. Specialized events to

focus on specific needs

by MSC

o Engagement

o Expansion

o Experience

o Partnerships

focused

1. Core events that take

place at all MSCs

(holidays, support

services, etc.)

2. Joint events that all for

cross MSC collaboration

core/joint

Content

Center

Remove Repurpose Refresh

Content

Center

Remove Repurpose Refresh

Retire redundant

and/or excessive

content

Restructure content

to fit each purpose

in the inbound

marketing funnel

Refresh look and

message on content

pieces

Consumer

behavior

Giveaways

Appreciation /

Recognition

Gym

Experience

Space

Events Space

Member-

ships

Center

creating value and community through membership

Use of Passive

Client FacilitiesRewards Data

Security

Community

Value

Card Access

Core

Values

innovation

integration

experience

cultural competency

capacity building

Core

Values

innovation

integration

experience

cultural competency

capacity building

establish a culture that fosters innovative ideas

proactive approach to matching clients to all available services

“the customers perception is your reality”

integrate cultural and linguistic competence to meet the cultural and linguistic

requirements of our clients

build a referral network

The End