Increasing Parent Awareness within the Southern Tier for Children with

Autism

An Integrated Marketing Communications Plan for

Increasing Parent Awareness within the Southern Tier for Children with Autism

By Katelynn Kolbe

IMC Class of 2015

IMC 830: IMC Campaign ProjectMaster of Arts in Integrated Marketing Communications

in the Graduate School of theRussell J. Jandoli School of Journalism and Mass Communication

St. Bonaventure University, St. Bonaventure, New York

May, 2015

Approved __________________________________ IMC Program Director: Dr. Richard Lee, PhD

Date ______________________________________

A Special Thanks to:

Saint Bonaventure University IMC Faculty Members

My Family and Friends

Directions in Independent Living

Hillside Family of Agencies

Autism Services, Inc.

Summit &

Ben Smith

May, 2015

Acknowledgments

Table of Contents

Executive Summary ..... 1-6

Introduction..... 7-8

Product and Service Analysis..... 9

Digital Marketing..... 10

Competitive Analysis.....11

Financial Analysis.....12-14

Macro-Environment.....15

Secondary Research..... 16-17

Primary Research..... 18-25

SWOT Analysis..... 26

Overall Campaign Strategy..... 27

Persona Profile..... 28

Positioning..... 29-30

Creative Work Plan..... 31

Advertising..... 32-40

Digital and Social Media.... 41-42

SEO..... 43

Social Media..... 44-47

Content Marketing Plan..... 48

Campaign Time line/Budget..... 49-50

ROI..... 51

Evaluation and Conclusion..... 52-54

Sources and Appendices..... 55-64

The purpose of this research project is to increase parent awareness of services and programs for autistic children and to encourage collaboration among four Western New York agencies that will help and share services and programs for preschool children, ages 3-6. The organizations encouraged to collaborate are Hillside Family of Agencies, Autism Services Inc.,Summit, and Directions in Independent Living.

Executive Summary

1

Issue Description

Here within the Southern Tier, there is a shortage of programs and services needed for young children with autism. Examples of needed programs and services include transition services, after-school programs, respite, residential, and skill intervention. An increase in awareness of existing programs would benefit autistic children and their families.

Parental awareness will increase with the collaboration of shared services and programs from four Western New York agencies: Hillside Family of Agencies, Autism Services Inc., Directions in Independent Living, and Summit Educational Resources.

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Agency Descriptions

Hillside Family of Agencies

One of the oldest family and youth nonprofits in Western and Central New York, Hillside Family of Agencies provides health, education, and human services for children and their families whose challenges are endangering positive outcomes. Services that this agency provides are adoption, early childhood development, education and day treatment services, plus many more. Hillside Family of Agencies has more than 2,400 staff members and can be found in locations within Western and Central New York.

Autism Services Inc.

Located in Williamsville, NY, Autism Services Inc. helps people with autism learn how to function within society. Services and programs that help develop treating, educate, and taking care of individuals with autism include adult day programs, supported employment, recreation for autistic children, and many more. These services are only available to children and their families who live in Western New York.

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Summit Educational Resources

In the Early Autism Program, Summit provides Early Intensive Behavior Intervention for children ages birth to 5. This program is available to autistic children. The Early Intensive Behavior program resembles the applied behavior services, which addresses and works with challenging behaviors. Services include therapy, counseling, and community services.

Directions in Independent Living

Directions in Independent Living serves the public in three counties: Cattaraugus, Chautauqua, and Allegany. The organization provides services and programs for individuals who have intellectual and developmental disabilities. Directions works with the Office of People with Developmental Disabilities, OPWDD, and has services and programs such as Supportive Housing, Southern Tier Recovery Activities Without Walls, and youth services. Directions in Independent Living is an independent center that works with disabled children and adults to help find their independence.

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The strategic purpose of this integrated marketing communications project is to:

• Increase awareness for parents

How?• Educate and inform parents about shared services and programs• Encourage collaboration with four Western New York agencies

We will accomplish these objectives by:

• Establishing working relationships with other Western New York agencies to increase parent awareness

5

The Value of Merging Nonprofits

In the next five years, many nonprofit organizations will have decide whether collaborating with other nonprofit organizations will make or break an agency. Issues nonprofits have seen begin from the lack of a strong foundation. Examples include lack of funding, lack of proactive strategies, and lack of donations. However, the idea of agency collaboration will build stronger foundations for all agencies. Tactics such as improving and increasing their plan and efforts, as well as increasing relationship building outreach, will help keep agencies alive and well.

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Introduction

What is autism? Autism is a developmental disorder that affects an individual’s social and communication skills. Autism can be developed through a mixture of factors. Factor examples include genetics, parental health behaviors during pregnancy, and birth complications.

Warning signs of these impairments include lack of eye contact,restricted and repetitive behavior, and lack of emotional perception. Parents of autistic children usually notice these specific behaviors around the ages 2 or 3. 7

AspergersA type of Autism Spectrum Disorder,ASD, that occurs in higher functioning individuals. Impairment of social interaction and repetitive behaviors appear often. There is no delay in speech or cognitive development. Aspergers is usually classified as a mild type of autism.

Childhood Disintegrative Disorder Another ASD that affects an individual’s language, social skills, and motor skills. An individual with Childhood Disintegrative Disorder shows severe regression after a number of years of normal development. Behavior patterns include repetitive and restricted mannerisms.

Rhett Disorder An ASD that only affects girls. Rhett Disorder is a genetic disorder that affects the female’s movement, coordination, and communication skill level. This disorder generally affects the movement ability in female’s hands.

Pervasive Developmental Disorder- Not Otherwise Specified.Pervasive Developmental Disorder- Not Otherwise Specified (PDD-NOS) is a term used to describe the severe and pervasive impairments of social and communicative skills. PDD- NOS is an A-typical form of autism because criteria for an autistic disorder is not met. This autism spectrum disorder is a milder form of autism. 8

In nonprofit agencies, there is a difference between programs and services. Programs are coordinated groups offered to individuals regardless of whether they have Medicaid. Services are employment programs that are offered only to individuals who have Medicaid. Yet the mission of offering both services and program is to provide individuals the help they need in order to succeed in life.

Programs are available to anyone. Programs include support groups, individual rights,and mental health support groups. Specific programs such as these are not billed by OPWDD.

Services are programs that are only given to individuals who qualify for Medicaid. The OPWDD reviews and decides which individuals qualify for Medicaid based on an individual’s disability. Service programs can be billable or grant funded through OPWDD. An example of a billable service is a Medicaid Service Coordinator. An example of grant funded service program is the Transition program.

Product and Service Analysis

9

Digital Marketing

Location Breakdown

Allegany, Cattaraugus, and Chautauqua counties need more services and programs based on their geographical location, lack of transportation, and funding needed for services and programs. Cutbacks in federal and state funding have created more of these problems, then eliminating them. Government funding cuts have increased the number of agency referrals from neighboring counties due to these issues.

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The Rehabilitation Center is the leading competitor within Cattaraugus County. Programs provided by The Rehabilitation Center are day programs, respite, and vocational programs. The Rehabilitation Center also provides services. Examples include residential, community rehabilitation and clinical services. The Rehabilitation Center’s programs and services are provided to both adults and children and are located within the Southern Tier in Olean, NY.

Strengths • Locally well known • Networking connections are increasing

Weaknesses• Families are leaving for other agencies• An increase in agency competition • Only helps families located within Cattaraugus County

Competitive Analysis

Rehabilitation Center

The ReHabilitation Center’s President and Chief Executive Officer Mary Howard

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Direction’s in Independent Living Directions in Independent Living has nineteen employees, both full and part time status. There are three employees who are responsible for services. These individuals are Medicaid Service Coordinators, Care Coordinators, and Service Coordinators. Coordinators responsible for providing services do so through New York State’s financial providers: ACCESS VR and The Office of Mental Health.

ACCESS VRAdult Career and Continuing Education Services Vocational Rehabilitation, (ACCESS-VR), is a service provider that offers a full range of employment and independent living services for individuals who have a disability. Examples of these services include transition youth services, business services, and vocational rehabilitation. Funding for these services are provided by New York State’s Education Department. The STAC Reimbursement, Medicaid-in Education services, and educational grants are what helps ACCESS VR to be as successful as they are.

Financial Analysis

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Office of Mental Health

The Office of Mental Health is an organization that operates psychiatric centers across the state as well as regulating over 4,500 programs provided by local government and nonprofit agencies. The Office of Mental Health provides programs such as community support, residential, family care, inpatient and output patient services. Funding for these programs is provided by the Division of Quality Management. The Division of Quality Management supports The Office of Mental Health mission by regulating and overseeing their programs. The Division of Quality Management is funded through the Department of Human Services. Both the Department of Human Services and The Office of Mental Health are federal agencies. Funding for both federal departments relies on the Office of the Commissioner, Ann Marie T. Sullivan.

DonorsNonprofit organizations also accept multiple donations from donors. Donations are given anonymously. At Directions in Independent Living, the largest donation amount of $5,000 was given anonymously.

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Financial sectors Year 2000 Year 2014 Annual Funding $300,000 $800,000Liable to injury 90% 52%Annual Events Unlimited $2,000

The funding environment for the organization is somewhat unstable and budgets are done on a month to month basis. The chart below compares and contrasts between the years of 2000 to 2014. Due to the agency’s lack of financial data, years 2000 and 2014 were the only years that had recorded financial data.

• In year 2000, annual funding was lower due to fewer financial partnerships. In 2014, an increase in financial partnerships with ACCESS VR, Office of Mental Health, and Office of People With Developmental Disabilities helped more than double the agency’s annual finding.

• Liability to injury means the agency is responsible for any injury it may cause to any of its participants. Between 2000 to 2014, liability for injury has decreased because more insurance liabilities were received. Examples include employee benefits and self insurance liabilities.

• There is no record of how much fundraiser money was spent in 2000. However in 2014, a set limit of $2,000 was determined by Directions in Independent Livings board members.

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Macro-environment

Economic • Programs are not available due to New York State’s budget• Choice of children services is limited due to New York State’s budget • No public transportation connecting Chautauqua, Cattaraugus and Allegany counties

Demographic • Children with autism are likely to have an autistic sibling• Programs and services are not decided on a child’s family income • ASD does not depend on race, gender, or other demographics in children

Technological • iPad applications have been used inside school districts to improve social and visual

skills

Cultural • Issue of vaccines developing autism

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Secondary Research Economic

New York State has decreased the Miscellaneous Special Revenue funds and Local Assistance Accounts for Office for People with Developmental Disabilities, OPWDD. The Miscellaneous Special Revenue funds have decreased from $85,000 in 2004 to $20,000 in 2015; as well as well as the Local Assistance programs from $1,010,298 in 2004 to $909,769 in 2015. These funds help establish local Developmental Disability State Operation Offices, (DDSO), to create and improve programs and services to both children and adults. Children who are eligible for DDSO services and programs are reviewed by the OPWDD. The Developmental Disability State Operation Office, (DDSO) that covers Chautauqua, Cattaraugus, and Allegany counties is located in West Seneca, NY.

Transportation is a major concern because there is limited transportation within the counties. Public transportation such as Chautauqua Area Regional Transit, Olean Area Metro System, and Access Allegany only provide transportation within metro cities. Taxi- cab companies, such as Allie-cat, only provide service to individuals within their maximum radius. Therefore, parents who depend on public transportation can not meet their child’s service needs because of the geographical location. 16

Demographic Autism Spectrum Disorders, ASD, tend to run within families. Scientific research has found that autism can be inherited through genetics. One out of 68 children nationwide will be diagnosed with autism at some time in their lifetime. If a parent is diagnosed, the chances of a child also being autistic is 50%. The same concept applies if a parent has more than one child. The chances of having another child with autism rise up another 2% to 6%.

TechnologicaliPads help children with autism develop a sense of control. Children at a young age know that something is supposed to happen when tapping on an iPad screen. The iPads also help young children increase their communication skills through ipad applications. Apps such as Wonkido and TapToTalk helps young children to interact socially with other people.

Cultural The Center for Disease Control and Prevention published an article on parental concerns about vaccines and vaccine ingredients. Research on vaccines and their ingredients has determined that there is no relationship between ingredients, such as thimersol, and autism. However, the public still questions and debates the link between vaccines and autism despite scientific findings. 17

Primary Research

The purpose of this research was to gain information about potential programs and services that are missing for children who have autism. Knowledge was gained throughout secondary research within four Western New York agencies. Two types of qualitative methods were used to determine awareness among professionals and parents. These methods consisted of a focus group and five detailed interviews.

Purpose

18

Focus Group

Method:

The focus group consisted of five individuals who all have children who are diagnosed with autism. Each individual (all females) discussed her opinions on the topic of whether shared services and programs from agency collaboration would increase parent awareness and engagement. Each individual was given a focus group script and survey. The survey contained questions to gather background information. Questions included education level, occupation, date of birth, gender, and if the individual knew someone with autism, when was that individual diagnosed. The script was detailed to maintain structure and order within the focus group. The script contained rules and questions for each parent to follow. The script contained the following questions:

1) In your opinion, will collaborating with agencies sharing services and programs benefit young children?2) What types of programs are missing for children ages 3-6?3) A year from now, name a specific program that you would like to see throughout all Southern Tier counties.

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Questions continued..

4) What is the biggest obstacle a parent must face between these ages?5) What are some ways agencies can do to increase engagement for these potential services and programs? 6) Do you believe parents are in denial that there is nothing wrong with their child? 7) Who are you and your child’s support systems at this time?8) Who are the child’s support systems at age 4 with no OPWDD services or programs?9) Do you believe collaboration with agencies can increase awareness?10) How can awareness be spread?

Focus Group Objective

The purpose of conducting a focus group was to gain information about whether or not parents are aware about potential services and programs the four Western New York agencies can offer them.

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Focus Group Findings, Implications, and Examples

Finding: Parents have to drive far to get the right services and programs needed for their child.

Implication: Increase in agency collaboration would make less travel time for parents and their children.

Example: “As a working parent it is hard to transport my child to programs in Buffalo since I work in Allegany”

Finding: Therapies such as Occupational Therapy and Music Therapy are limited within Southern Tier counties.

Implication: More intensive therapies would be available if an increase in agency collaboration occurred.

Example: “I have observed children who have had music and/or occupational therapy. Their sensory skills have improved dramatically from when they first started”

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Finding: A handful of parents are in denial that there is nothing wrong with their child. Implication: Parents have to self- advocate for their child at this age. They also misinterpret information given about potential services and programs.Implication: Agencies will educate parents what services and programs they offer.Example: “Parents will always be in denial that there is something wrong with their child. For them its personal, your talking about their child”

Finding: Nontraditional marketing has worked to spread awareness.Implication: More donations, print advertisements, and referrals would increase awareness even more through both agencies and parents.Implication: Word of mouth marketing tactics will increase agency collaboration.Example: “Event t-shirts are a big sell when talking about non-traditional marketing”

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Interviews

Method

Three one on one interviews and one group interview from Early Intervention were conducted with five professionals within the Southern Tier. Backgrounds of these professionals were based off of personal and professional experiences. Participants were asked ten questions, both open and close ended questions. Examples of the questions are as follows:

1) What is your background? 2) What were your responsibilities?3) What was your experience like?4) What were the benefits of working?5) Did you have to acquire grants?6) Which age range needs more support?7) What programs are available within the Southern Tier?8) Are parents aware about programs and services directed towards autistic children?9) Do you think collaboration of agencies will help increase parent awareness?10) What marketing adaptations will increase parent awareness? 23

Interview Objectives

The purpose of interviewing former special education and human service professionals was to develop reasons why parents are not aware of potential services. Another objective was to gain feedback from professionals who have worked with young autistic children. Feedback responses from professionals relied heavily on their experiences. Yet responses from Early Intervention gave out more information pertaining to working with other nonprofit agencies.

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Finding: Elementary and younger children need more services and programs within the Southern Tier. Implication: Parents are not properly informed of possible services and programs.Implication: Agencies will educate parents what services and programs they offer.Example: “Agencies need to know how to market to parents of autistic children”

Finding: Service and programs are increasing awareness through word of mouth referrals. Implication: Touching base and working together with other nonprofit agencies will increase parent awareness. Example: “Local agencies need social media presence”

Interview Findings, Implications, and Examples

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SWOT Analysis

Strengths: • Services are peer based • Programs serve young children in three

counties • Expansion of potential services • Parents build a business relationship

with agencies

Weakness:• Services are budget based • Programs are grant funded • Staff usually coordinates more than

one program • Eligibility for services consists of a long

detailed process

Opportunities:• Awareness of county wide services and

programs are increasing• Collaboration of agencies is a

possibility • Family referrals happen between

agencies • Business engagement within local

communities are increasing

Threats:• Competition for funding is increasing • Potential cuts in federal and state

grants • Competition of agency reputation is

increasing • Potential cuts of agency employees

Below is a SWOT analysis that analyzes the general strengths, weaknesses, opportunities, and threats of all four nonprofit organizations. Each section contains specific information gathered from the four nonprofit organizations: Hillside Family of Agencies, Summit Educational Resources, Autism Services Inc., and Directions in Independent Living.

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Overall Campaign Strategy

Overall campaign strategy: The objective of this campaign is to increase awareness for parents whose children are autistic. The campaign will only focus on parents who have autistic children, ages 3 to 6. This campaign will outreach to parents who live within Chautauqua, Cattaraugus, and Allegany counties. The direction to increase awareness will focus through traditional advertisements, non-traditional advertisements, and word of mouth tactics.

Financial Objectives:• Increase new client base

Marketing Communications Objectives • Increase awareness of Southern Tier shared services and programs • Increase parent engagement • Increase the collaboration of four agencies

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Eileen and Colton Smith are parents of a three year boy named, Alex who has recently “graduated” from the Early Intervention program in Cattaraugus County. Alex has been recently diagnosed with ASD, Autism Spectrum Disorder.

Eileen, Colton, and Alex have only lived in Cattaraugus County for a little over a year. However, last year, Eileen noticed delays in Alex’s speech. She had him tested through multiple assessments. The results however came back negative for the most common intellectual and developmental disabilities. As the year progressed, Alex became nonverbal and unable to communicate with friends and family.

After being diagnosed at age 3, Alex had no services or programs lined up for him. Both Eileen and Colton had no idea where to look for help. After researching agencies that help younger children, Eileen decided to call Directions in Independent Living and set up an appointment.

Staff members from Directions in Independent Living gave her information about which services they provided; as well as other programs other Western New York agencies offered. Staff members from DIL called Autism Services Inc. and explained which kind of services Alex would need to succeed. Not only would Alex received services he needs, but other services that could help him in the near future.

Personal Profile

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Parents are not aware of the services available for their children. Agencies will provide resources needed for autistic children. Collaboration from multiple agencies will increase services and programs needed for autistic children in a timely matter. Agency productivity will determine which services will be based as a need than as a want. The response rate will determine the open communication between the parent and agency providers. The response rate determines how quickly a child will receive treatments rather then being placed on a wait-list.

Positioning

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Perception Map

• Placements of agency responsive and not responsive classifications represent agency acknowledgment and reply rates.

• Placements of agency productive and not productive distribution acknowledges an agency’s power to produce more programs and services. 30

Background • It has been discovered that one out

of 68 children nationwide will be diagnosed with a form of autism. Autism is a developmental disorder that affects the social interaction of an individual. Children as young as 2 years old are diagnosed with ASD, Autism Spectrum Disorder.

Target market • Parents who interact with autistic children

ages 3-6

What do they think • Parents within the Southern Tier are “lost”

trying to find services for their children

What would we like them to think?• The collaboration of Western

New York agencies will take on the responsibility of finding and providing services for autistic children

What is the single most persuasive idea we can convey?• Finding the right treatments and

services will help benefit their children in the long haul

Why should they believe it?• Services and programs are based

as a need to increase a child’s social skills

What is the tone of voice?• Executed as strong and

informational

Creative Work Plan

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A 30- second radio advertisement will be placed on air in September. This advertisement will target parents who have children diagnosed with autism. The message behind this radio announcement is a Public Service Announcement for assistance programs within the Southern Tier.

Placing a radio advertisement will meet a goal in creating awareness for programs for children who are diagnosed with ASD. The goal will be met by informing listeners of available services and programs. As a public service announcement, the tone of voice will be empathic and strong.

Stations will include:• The Mix:101.5 FM- Commercial will air once between 7:00 AM - 10:00 AM• Bob the Pig: 95.7 FM- Commercial will air once between 7:00 AM - 10:00 AM • The Hero:100.1 FM- Commercial will air once between 4:00 PM- 7:00 PM

Radio

Advertising

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Provided is the script of the 30 second PSA.

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A 30- second commercial will advertise another PSA for children and autism. The purpose of the commercial is to attract viewers and to educate and engage them how potential programs can help treat children with autism.

The PSA will be viewed in black and white with music symbols demonstrating how a child’s mind works. Scattering of these symbols demonstrates how a child’s mind works without services. Music symbols in order demonstrate how services help a child in need.

Channel 4 - Commercial will air once daily at 7:00 AMThe commercial will air the second week in April for “Autism Awareness”.

Television

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Guerrilla Marketing

Guerrilla marketing advertisements will be placed on staircases in all tri-county child organizations and elementary schools. Advertisements will focus on potential services and programs provided to younger children with autism. Each staircase will have simple messages focused on particular services. For example, stairs acting as piano keys will develop simple messages stating that music therapy will be provided through Summit Educational Resources.

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Brochures

Brochures will be distributed throughout the Southern Tier’s local communities. The four Western New York agencies, Hillside Family of Agencies, Summit, Autism Services Inc., and Directions in Independent Living will have the brochures placed near the front desk for clients who are interested in shared services. Representatives from each agency will also provide new family members a brochure. The brochure will display general information about each agency and what services or programs agency providers provide. This item will display questions and answers about the services itself and how shared services can young autistic children in the long run. The brochure’s tone is informational and factual.

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Word of Mouth

The goal is to increase parent awareness about the developmental disorder of autism. This tactic will be used when parents of autistic children carry on conversations with other parents. It is a tool that will be used referral tactic to provide shared services and programs within the following counties: Chautauqua, Cattaraugus, and Allegany. This reference tool will provide parents to refer other families they know to agency providers who have services and programs.

“Branching off” in the word of mouth plan will compose as the action plan. The number of referrals will reflect how and which types of services and programs autistic children will need. Programs will consist of transition services, and respite programs; while services include occupational, physical, and speech therapies.

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Digital and Social Media Website

The site-map determines how each agency will share a unified website. The site map describes the collaboration of agency shared services and programs. This will provide information to parents since their is no unified agency website available.

The site map’s call to action is to display a simple informational backbone of the unified website. The website will be accessed to parents and agencies involved within the collaboration. Examples across show the simplicity of the mobile website. Smart phones and tablets will give out information about what and where programs are located, about the agency, and updated information.

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Key

• Black boxes represent programs offered.

• Blue boxes represent services offered.

• Red boxes are potential autistic services and programs.

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SEO

Search Engine Optimization will be useful to parents when accessing a Google search. Parents can find agency providers through their own websites. Programs and services can be found not only through the agency providers website, but through the “agency” unified website as well. The Search Engine Optimization gives parents to search for references for young autistic children.

Key words • Autism

• Chautauqua • Cattaraugus

• Allegany • Preschool age children

• Intellectual/developmental disabilities

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Instagram will help increase the usage of social media by displaying photos of young autistic children working with staff members from agency service providers. Parents will be able to give permission to agency providers to display photos of their children online. Images of children involved within a program or service send a stronger message to parents who are still on the “fence” on whether or not to receive help that will benefit the children.

Blogs will give parents a resource to seek help or concerns from other parents who have autistic children. Parents can write about their stories and experiences about daily routines, behaviors, etc.

Videos will demonstrate a child’s progress before attending preschool. Parents who give consent can have videos uploaded on YouTube. Videos will contain the child’s first few sessions working within an agency’s service or program, then the last few sessions towards the end of the program. Videos act as a tool to engage parents what is needed for the child when the child attends preschool.

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Seminars will be available to parents to educate themselves about the potential services and programs each agency provider will provide them. The target market will receive updated information from representatives from each agency provider. Seminars will focus on topics from one service and one program from the four Western New York agencies. Seminars will give parents to ask questions that agency service representatives could answer.

Facebook and Twitter will act as tools to increase social media. Parents will be able to post and tweet updated information about the shared services and programs provided by the four Western New York agencies.

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Social Media

Project Idea Primary Goal Priority Description Launch TimeCreate an Instagram account

To increase awareness through the usage of social media

Medium Displaying photos of autistic children in the potential services

5/1/2015

Instagram

BlogProject Idea Primary Goal Priority Description Launch Time Create a blog for hubblog.com

To gain feedback and establish a dialog with the community.

High Parents can share stories and concerns about their children

4/1/2015

VideosProject Idea Primary Goal Priority Description Launch TimeDevelop videos of a child’s program process

To increase awareness through YouTube followers

Low “Show” the progress of a child

7/1/2015

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Seminars

Project Idea Primary Goal Priority Description Launch Time Create free Seminars

To educate parents about potential services and programs for autistic children

High Each seminar will describe specific topics of all services and programs

4/1/2015

Facebook and Twitter

Project Idea Primary Goal Priority Description Launch Time Create Facebook and Twitter accounts

To increase awareness through the usage of social media

Medium Parents will be able to post positive and updated information regarding the shared services and programs the agencies will provided

6/1/2015

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Content Marketing Plan

Each month will demonstrate different theme topics. Television Commercials will focus on what services are provided; as well as school related topics. Radio commercials will gear towards safety traveling. Word of mouth will focus on improving parent awareness thorough guerrilla marketing topics as conversation starters. Examples include different services and programs offered.

Monthly Editorial Chart

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Campaign Time Line

The campaign timeline will start in March due to the following state funding. The timeline will run annually from March to February each year.

March April May June July August September October November December January February

Instagram X X X XBlog Post X X X X X

Facebook X X X X X X X X X X X XTwitter X X X X X X X X X X X XRadio X X XFree Seminars X X X X

Television Commercials X X

Guerilla Marketing X X

Brochures X X

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Campaign Budget

Advertising Social Media

Promotions

Total Campaign Budget

$3,055

Expense Notes Cost Social Media

Instagram Instagram account $0 Facebook Facebook account $0 Blog Post Blog account on $0

hubbuisness.comTwitter Twitter account $0

Total$0

Expense Notes Cost Aware and Engagement Promotion

Seminars County wide seminars $0 Guerilla Marketing Tri- County classroom staircases $1,000 Brochure quantity of 500 colored $155

Total $1,155

Expense Notes Cost Advertising

Radio Commercials Program Awareness $900

Television Commercials Service Awareness $1000

Total

$1900

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Return on Investment

• The $3,055 investment will increase parent awareness by 20%

• Pre and post surveys will conduct before and after progress of parent awareness • Pre and post surveys will give and determine an ROI budget for parent awareness

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EvaluationEvaluation strategies for each tactic were developed in consideration of each overall IMC objective. Survey1) Please state date of birth: ____________________________________

2) Please circle your gender: Male Female

3) Please state your race: _______________________________________

4) Please state your occupation: _________________________________

5) Circle your highest education level: GED HS Diploma Associates MA/MBA PhD B.A/B.S

6) Do you know someone that has ASD (Autism Spectrum Disorder)? Yes No

7) If yes, at what age was this individual diagnosed?____________________________________________

8) On a scale 1 to 5, 1 being least knowledgeable and 5 being most knowledgeable, what is your education level on Autism? 1 2 3 4 552

Campaign Objective- Social Media: • To increase awareness for parents regarding shared services for autistic children.

Measurements• Facebook will be measured by a post’s number of “likes”; as well as the number of

times a post has been shared. • Twitter will be evaluated through Twitters statistics. Statistics include number of

followers VS. following, mentions, and re-tweets. • Instagram will measure comments, most engaged followers, likes received, and

amount of photos available on Twitter.• A blog (Hubblog.com) account will be reviewed through Google Analytics.

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Conclusion

Here in the Southern Tier, preschool aged children are considered “lost” because there are hardly any services for them after graduating from The Early Intervention program. In some cases, children who are attending preschool will obtain a handful of services while at school. For children not attending preschool, the difficulty of obtaining services is near impossible. The steps of going through the OPWDD, Office of People with Developmental Disabilities eligibility process can take months or several years to complete.

The collaboration of four Western New York agencies may speed up a child’s eligibility process if program awareness is spread. Children who are diagnosed with autism can receive needed services if known. Services may include Vacation Respite, Transition, etc. Collaboration of agencies is becoming more of a norm because services and programs are being based on children’s needs. Needs include occupational, speech, and physical therapies.

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Sources

Autism Services Iinc. (2015, March). Retrieved from Autism Services Inc. : http://autisticservices.org/

Center for Autism Spectrum Disorders. (n.d.). Retrieved September 28, 2014, from http://www.nationwidechildrens.org/autism

Cheek, P. (2015, February). Director. (K. Kolbe, Interviewer)

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Department, U. o.-N. (2014, November 26). Adult Career and Continuing Education Services-Vocational Rehabilitation. Retrieved from ACCESS-VR: http://www.acces.nysed.gov/vr/

DeSimone, K. (2015, February). Lecturer. (K. Kolbe, Interviewer)

Directions in Independent Living. (2010). Retrieved August 31, 2014 from http://oleanilc.org

Directions in Independent Living. (1996, January 1). Retrieved September 12, 2014, From http://www.alexa.com/siteinfo/oleanilc.org

Directions, Olean NY. (n.d.). Retrieved September 21, 2014, From http://socialmention.com/search?q=Directions in Independent Living &t=all&btnG=Search

Fisher, D. A.-C. (2015, February). Assistant professor. (K. Kolbe, Interviewer)

Hauser, D. R. (2015, February ). Program Director, Differentiated Instruction. (K. Kolbe, Interviewer)55

Hillside Family of Agencies. (2015, March 9). Retrieved from Hillside Family of Agencies : hillside.com

How Far Did Your Tweets Travel? | TweetReach. (2014, January 1). Retrieved September 13, 2014, from http://tweetreach.com/ Office of Mental Health. (2015, February 27). Retrieved from Office of Mental Health : http://www.omh.ny.gov/

State, N. Y. (2012, January 25). Office for People with Developmental Disabilities . Retrieved from Welcome to OPWDD: http://www.opwdd.ny.gov/

Summit Educational Resources. (2011). Retrieved from Summt Educational Resources: https://www.summited.org/

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Individuals diagnosed with autism are also known to be on the spectrum. Autism Spectrum Disorders, or ASD, contains of a large spectrum developed from an individuals intelligence functioning skill level. Children who have a high IQ; are considered higher functioning individuals. Children who have low IQ’s; are considered low functioning individuals. Included within the spectrum determines an individuals severity level. Children with ASD’s can have mild, moderate, or severe cases of autism.

Appendices

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Classification of Autism

Individuals on the spectrum may classify in one of autism spectrum disorders. Autism spectrum disorders include classic autism, asperger’s, childhood disintegrative disorder, rhett disorder, and pervasive developmental disorder- not otherwise specified.

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Focus Group ScriptI. Participants Arrival

Have the participants write their first names on a blank card with black marker. Participants will then complete the focus group survey.

II. Welcome and Study Purpose

Hello! My name is Katelynn Kolbe and I will be the moderator for this academic study. I want to thank you for taking the time out to share some of your thoughts and opinions regarding shared services for children who are diagnosed with autism. Today you were asked to participate in a discussion regarding whether Southern Tier counties; Chautauqua, Cattaraugus, and Allegany should share services and, or programs for children who are diagnosed with autism. With me, I have a series of questions regarding this sensitive topic. Please do not hesitate to give your answers since there are no right or wrong answers. All I expect is your honesty. Everything you say will remain confidential and anonymous.

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III. Rules

There are a few rules that I want to elaborate on though.

First, everyone’s opinion is very important. Therefore, if everyone can raise their hand when wanting to speak, I would greatly appreciate it.

Second, this tape recorder is referenced as a guide for me throughout our discussion. Recording your answers will not only provide me your feedback, but I can also interact with your group more, while taking notes.

Third, I will save time at the end to discuss any questions anyone may have for me.

Fourth, after the discussion and Q/A section you are free to leave.

So let’s begin by going around the room, introducing ourselves. I would like you to tell me and your fellow peers’ general information about yourself. Examples can include your name, occupation, etc.

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IV. Questions

1) In your opinion, will collaborating with agencies sharing services and programs benefit young children?

2) What types of programs are missing for children ages 3-6?

3) A year from now, name a specific program that you would like to see throughout all Southern Tier counties?

4) What is the biggest obstacle a parent must face between these ages?

5) What are some ways agencies can do to increase engagement for these potential shared services and programs?

6) Do you believe some parents are in denial that there is nothing wrong with their child?

7) Who are your and your child’s support systems at this time? (Can be family, agencies, school etc.)

8) Who are a child’s support system at age 4 with no OPWDD services or programs?

9) Do you believe collaboration with agencies will increase awareness?

10) How can awareness spread? 61

V. Additional Information

Follow up questions will determine on participants answers. Questions stated above will provide guidance to have the discussion flow freely.

VI. Questions for Participant

Earlier I stated that I would leave time for all you to ask questions if you had any. Do you have any questions for me?

VII. Closing Statement

I want to thank each and every one of you for taking the time to come out to discuss your thoughts and opinions. Your feedback has been very helpful. This concludes our focus group. Please drive safe and thank you for your corporation.

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Focus Group Background Survey:

1) Please state date of birth: ____________________________________

2) Please circle your gender: Male Female

3) Please state your race: _______________________________________

4) Please state your occupation: _________________________________

5) Circle your highest education level: GED HS Diploma Associates MA/MBA PhD B.A/B.S

6) Do you know someone that has ASD (Autism Spectrum Disorder)? Yes No

7) If yes, at what age was this individual diagnosed?____________________________________________

8) On a scale 1 to 5, 1 being least knowledgeable and 5 being most knowledgeable, what is your education level on autism? 1 2 3 4 5

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Interview Questions

1) What was your experience like: classrooms vs. agencies?

2) What were your responsibilities?

3) Which age range needs more support?

4) Do you believe collaborating agencies will help increase awareness?

5) What were the benefits of your experience?

6) What programs are available in the Southern Tier?

7) Do you think parents are aware of these programs?

8) What grants did you write?

9) If no, what grants would you like to write to obtain potential programs?

10) How can awareness spread?

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