Northland Freeland Health Care Pitch

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PILOTS MANUALStrategic Communication PlanPrepared or Mid-America Regional Council

William Allen White School o Journalism & Mass Communications

University o Kansas

Strategic Campaigns ClassSpring 2009

Proessor: Dr. Mugur Geana


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Every communications campaign is a journey. Center World Communications is here to helpyou on yours. The rst step in any journey is getting o the ground. In this book you will nd acomprehensive road map or your soon to be high fying communications adventure.


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We are passionate people navigating original solutions.

We are a ull service agency dedicated to working with principled initiatives.

We are committed to delivering a world-class product and experience.

We are Center World Communications.

missionstatement


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CWC Flight Crewabout us


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Center World Communications is comprised o ve graduating seniors rom the University o Kansas. The group consists o

Jamie Levy, Jacque Lumsden, Yelena Pavlik, Joseph Schremmer and Sarah Waldschmidt.

Center World Communications work ethic and dedication are unquestionable. We are driven and willing to do whatever

it takes to not only complete the task, but also make it something on which we are proud to put our name. We carry this

attitude with us in every aspect o our work. Dedication, composure, and teamwork are what guide us to delivering our

product.

Jacque Lumsden- Advertising Director

A senior at the University o Kansas, Jacque is a candidate or degrees in both American Studies and Journalism, with a

concentration in Strategic Communications. When she isnt studying or coordinating events or the Student Union Activities,

she enjoys eating green beans and playing with her Puggle puppy, Ginsburg (yes, named ater the Supreme Court Justice

Ruth Bader Ginsburg).

Jamie Levy- Account Coordinator

Soon to graduate rom the William Allen White School o Journalism and Mass Communication, Jamie would like to begin

a career with non-prot organizations. Her candid and oten adorable sense o humor is a constant source o relie or our

team. Our teams git was actually born on December 25, along with a twin brother, making them two Jews who actually

celebrate on Christmas.

Yelena Pavlik- Public Relations Director

It wont be long beore Yelena uses her two journalism diplomas to take on the world o broadcast journalism. No doubt,

she will grab that industry by the horns, just as she did KUs student media. As the director o the KUJH newsroom,

director o campus convergence media, Yelena has all the know-how and all the resources to make any idea reality. Careul

brainstorming around Yelena, she may just ll your desk with nal drats beore youre done.

CWCfight crew


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Sarah Waldschmidt- Creative Director

Another candidate or graduation rom journalism, Sarah will receive her degree in Strategic Communications. Sarah is the

emerging media coordinator at a digital marketing rm, In Touch Solutions, making her the only one with any real world job

prospects. Always the best dressed o the team, Sarah oten met with us in between ancy balls and exotic galas. KU will be

a little less glamorous without her.

Joe Schremmer- Research Director

Joe will also walk the hill this May, graduating with two degrees in Journalism and Political Science. Although Mr.

Schremmer may be the best writer on the team, he is the only one not pursuing a career in journalism. Ater winning the

gubernatorial election or the state o Kansas is his political science class, its no surprise that Joe will make yet another

name or himsel when he attends the University o Kansas School o Law this all Joes consistent patience and courtesy

with his all-emale group may not be typical characteristics o an everyday lawyer, but he has certainly proved that chivalry

is not dead.


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BOARDING PASS

Pilots Log- (Executive Summary)......................................................................................................7-9

Point o Departure-(Situation Analysis)...................................................................................10-13

Northland Market .....................................................................................................................................14-23

Northland Environment .....................................................................................................................24-26

Northland Economy ...............................................................................................................................27-28

Pre-Flight Checklist- (SWOT Analysis)....................................................................................29-30

Desired Destinations- (Goals).........................................................................................................31-36

Itinerary- (Creative Plan)................................................................................................................37-108

Landing Proceedures- (Measurements)..............................................................................109-111

Estimated Time o Arrival - (Timeline)..................................................................................112-115 Travel Costs- (Budget)......................................................................................................................116-120

Appendix- (Appendix A)..................................................................................................................121-128


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Pilots LogExecutive Summary


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Laura McCrary rom the Mid-America Regional Council approached our communications rm, Center World Communications,with the task o creating a strategic communications campaign or our Saety-Net Clinics in the Kansas City Northland.MARC expressed two goals or the campaign. The goals were:

1. To increase awareness among patients in these Saety-Net Clinics o the clinics newly extended hours o

operation.

2. To increase awareness among the larger Northland community o the clinics new hours.

We began with an extensive secondary research eort. The objective o this research was to place the Northland, its peopleand its healthcare acilities into a larger context. Our research team collected and analyzed inormation rom variousgovernment, community and independent sources as well as rom other regional healthcare initiatives.

We ollowed this secondary research eort with our own survey o current Saety-Net patients. The survey was conductedover the course o two days at the Swope Health Northland Clinic. We collected eighteen viable questionnaires, seven

o which were taken personally through extensive interviews with patients themselves. The results illustrated thedemographics, habits o treatment and media usage o our clinics current patients. We analyzed this inormation todetermine the most eective methods o delivering our message to those patients.

Guided by our research, we have created a comprehensive strategic communications campaign or Northland Saety-NetClinics that will completely achieve MARCs two goals. The plan seeks to accomplish each goal using a combination oadvertising, marketing and public relations objectives.

pilotslog


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Our plan outlines eleven objectives, ve under the rst goal and six under the second. These objectives are dividedinto three kinds: marketing, advertising and public relations. To achieve our rst goal, we have outlined two marketingobjectives, one advertising objective and two public relations objectives. To achieve our second goal, we have onemarketing, our advertising and two public relations objectives.

Each objective is achieved through the use o strategies, and each strategy is explained in detail within the plan. Thetangible execution o each strategy is known as a tactic. Each tactic is presented within the plan along with specicinstructions or the tactics execution.

Included within the plan is a detailed timeline ore the execution o each strategy and tactic. The plan concludes withcriteria or the evaluation o our objectives success as well as detailed budgets or $50,000 and $100,000.

Center World Communications strategic plan is comprehensive, well researched and ully prepared or deployment.


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Point o DepartureSituation Analysis


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Client Analysis

Mid-America Regional Council

The Mid-America Regional Council is a non-prot association o local governments and municipalities that serves asubstantial portion o the northwest Missouri and northeast Kansas region. MARC, as the organization is commonly known,serves this region by coordinating transportation as well as centralizing planning processes. These processes attempt to solveregion-wide issues by coordinating eorts between local governments, as well as local non-governmental organizations.Included among the issues that MARC seeks to resolve is that o a lack o adequate healthcare or many o its regions people.

As a part o what MARC has declared its Regional Healthcare Initiative, it coordinates a series o clinics known as Saety NetClinics.

Saety Net Clinics

Saety Net Clinics provide ree and low-cost medical care or people who are uninsured or on Medicaid (or some other ormo state provided medical insurance). These clinics serve the Kansas City metro area, including the Kansas City Northland,located in Platte and Clay Counties, Missouri. In act, there are our such clinics in the Northland. These are: Swope HealthNorthland, the Clay County Public Health Center, Platte County Public Health Department in Platte City and another inParkville.

Swope Health Northland

This clinic is one o ve Swope Health Clinics located throughout the metro area. The clinic is located in southern PlatteCounty in the northern portion o Kansas City known as Riverside. The neighborhood o Riverside is home primarily tolow-income, medically underserved people. The clinic itsel sees around 1,800 patients per year, with approximately 3,000doctors appointments per year.

Clay County Public Health Center

As its name suggests, this Saety Net Clinic is operated by the Clay County Public Health Department. That means that it issupported 100% by tax dollars. Located in Liberty, Missouri, about twenty miles northwest o Kansas City, the public health

center is the only Saety Net located in Clay County. This clinic is smaller and sees ewer patients than its counterpart inRiverside. Furthermore, the public health center is currently unable to take any new patients. As a result, many underservedresidents o Liberty commute Swope (the next closest Saety Net Clinic).

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Platte County Public Health Department Parkville and Platte City

Like their Clay County equivalent, these two clinics are operated by Platte Countys Health Department, and are thereoretax dollar supported. Also like the public health center in Clay County, these two clinics are small and currently unable

to accept new patients. The patients that these clinics do serve live primarily in southern Platte County, just north o theKansas City metro. Neither Platte City nor Parkville can be considered an underserved community; on the contrary,Parkville, especially, is quite auent. Despite this logical discrepancy, it is clear that even i the Platte County Public HealthDepartments patients do not live in the same towns as the clinics they attend are located, they do live nearby.

The Clients Situation

The Saety Net Clinics Product

All o the Northlands our Saety Net Clinics provide primary medical care. Primary care reers to the rst medical attentiona patient receives. This oten takes the orm o a rst consultation and treatment, i a more specialized consultation isnot necessary. Patients usually receive primary care rom one source over a long period o time. The Northlands clinics allprovide just this continuity or their patients. The clinics do not provide, however, any kind o urgent or emergency care. Thisincludes treatment or trauma or severe, acute illness. Each o the our clinics does go a bit beyond primary care by oeringsome specialty services. The specialty services that each clinic provides are listed below:

Swope Health Northland

*Family Medicine*Physical Exams or Adults*Physical Exams or Children*Pregnancy Testing*Well-Baby Checkups*Family Planning*Immunizations*Laboratory Services

Clay County Health Center

*Dental*Nursing clinic*Primary care*Speech and hearing*WIC


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Platte County Public Health Department Parkville and Platte City

*Birth Control*Boost Program*Communicable Diseases*Community Readiness Challenge

*Emergency Preparedness*Environmental Health*Family Beginnings*Food Inspections*Health Education*Health Tips*Healthy Kids Challenge*Immunizations*Primary Care*Special Deliveries

*Sexually Transmitted Diseases*Vital Records*Walk-in Clinics*WIC*Womens Healthcare

The Saety Net Clinics Current and Past Campaigns

The Northlands Saety Net Clinics are hidden. None o the clinics have endeavored to market their services (or their

existence) in any kind o communications campaign in the past, or present. Instead, the clinics rely on word o mouth-- among their patients and among the areas doctors and public shelters. Most Saety Net patients in the Northland wereeither reerred to their clinic by another doctor (most likely rom an emergency room), a shelter (most likely a domesticabuse shelter) or by a member o their amily (who was probably reerred to the clinic themselves by either an emergencyroom or shelter). The clinics also do not employ any means o communicating with their current patient base. Northlandclinics do not collect patient inormation and make no attempt to contact the patients they see ater their appointment.

MARC has made one attempt at communication with their clientele. The organization has attempted to distribute abrochure explaining Kansas Citys Saety Net Clinics. We asked several patients in our clinics about the eectivenesso the Health Resource Guide to Saety Net Health Services in Greater Kansas City Pamphlet. We ound that not one

single respondent recognized this pamphlet. This includes the respondents who said that they receive their healthcareinormation rom waiting rooms (where many o them elaborated that they read pamphlets just like this one). Uponurther interviews with seven o our respondents it became clear that the pamphlet lacked two basic qualities: properdistribution and recognition. Essentially, the pamphlet was reported to be absent rom the clinics and the community, andwas not considered to be very attractive or recognizable by respondents when they were introduced to it. This inormationundeniably points to the need or a brochure acelit and more strategic and widespread distribution.


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Northland Market


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This section o the Situation Analysis will dene the Northland market (essentially, the people who live in the region) interms o its most important demographic inormation. It will be divided into two sections. The Secondary Research sectionwill describe the Northland as a whole using inormation our team gathered rom published sources. The Primary Researchsection will describe the much more specic Saety Net Clinics current patients market. This section will use data collectedrom our own primary research.

All o the inormation in this section will reer to both Clay and Platte Counties as one entity, the Northland, unless otherwiseindicated.

Secondary Research

Population

The Northland is home to nearly 300,000 people, and the number climbs every year. The population has increased astaggering 12% since the 2000 national census. This rapidly growing population has settled in distinctly dierent places.The vast majority o Clay County residents -- over 90% -- live in urban areas while only a slight majority -- 60% -- o Platte

residents do so. On the other side, a air portion o Platte County residents live in unincorporated, rural areas, whereas a verysmall sliver o Clay residents live there.

Race

The Northland is home to a largely racially homogenous population. The vast supermajority o Northlanders (92%) sel-identiy as White/Caucasian. The rest o the eight percent is almost perectly split between Black and Hispanic/Latino.This type o racial homogeneity has the potential to make crating a single, unied message possible. It is not, however,a ree ticket to a single message. It is also wise to consider the possibility that racial or ethnic identities among the white

supermajority could dier. The race o a person or group o people cannot adequately determine that person or groupsethnicity or culture.

NorthlandMarket


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Age

The population o the Clay and Platte region is distributed in terms o age according to the ollowing:

Under 5 7.4%

5-17 18.3%

18-24 8.3% 24-34 14.6%

35-54 29.8%

55-64 10.8%

65-84 9.6%

85+ 1.4%

Subtracting those who are 65 and older (and thereore eligible or Medicare) 89% o the population is possibly vulnerableto lack o access to healthcare. O this remaining portion, the highest percentage is aged 35-54 years. A major proportion o

residents in the Northland are in the middle o their adulthood.

Income

The Northland is largely an auent region o Missouri. Compared to the states median household income o $40,885, thepopulation o Clay and Platte has substantially higher incomes. However, the two counties do dier signicantly in termso median income. The median income or Platte County is $64,387; this is considerably higher than Clay Countys, which is$58,287. These statistics suggest that the Northland is not an underserved community. However, it is important to realizethat the presence o wealthy households in a county does not preclude the existence o low-income households in that

same county.

Education

The Northland, on the whole, tends to be a relatively well-educated public. Both counties boast a higher rate o highschool graduates than the surrounding state. Ninety percent o Northlanders hold high school degrees. The rate o highereducation dened as having a bachelors degree or higher is drastically higher, however, in Platte County. In act, ClayCountys rate is lower than the state average. One third o those living in Platte County hold a post-secondary degree whileonly one th in Clay County have received such a diploma. Platte Countys higher instances o post-secondary education

positively correlate with that countys higher median household income.


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Language

The issue o spoken language is an important one when researching how to reach audiences. Fortunately, or simplicityssake, the Northland predominantly speaks one language: English.

Language Homes in which it is primary languageEnglish 94%Spanish 2.3%

Indo-European 1.7%Asian 1.2%

As the data shows, even when another language is the predominately spoken in homes o Northlanders, those speakersoten understand (and understand well) English.

Predominant Language Speak English Well Speak English Very WellSpanish 19% 61%

Indo-European 15% 78%Asian 36% 41%

The benet o having an audience that either speaks English predominantly or understands it very well is obvious: messagescan be in one language.

Medicaid Enrollment

Saety Net Clinics are not restricted to serving the strictly uninsured. Medicaid recipients are also potential patients or theseclinics, and contribute to the overcrowding o emergency rooms. The rate o Medicaid recipients diers in each county in theNorthland; Clay has a much higher rate. Despite the higher rate, similar demographics are enrolled in each county.

Medicaid Enrollment per County:

County Percent o Pop. InMedicaid

Percent o Enrolled thatare White

Percent o Enrolled thatare Arican-American

Platte County 5.9% 80% 14%Clay County 8.6% 82% 12%

The act that Clay and Platte counties have dramatically dierent rates o Medicaid participation does not have a bearingon the strategic message o this campaign. This is because the enrollment in both counties shares nearly identicalcharacteristics in terms o race and age. The dierence in participation does have some application in determining wherethe strategic message is most likely to be heard by the biggest audience. Clearly, Clay County has a larger number oMedicaid participants (as it has a larger population as well as a higher rate o enrollment) so it targeting messages at thatcounty would ensure that they would be heard by the larger o the two audiences.


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What the Demographics Mean

Taken on their ace, these can paint a moderately detailed picture o a typical resident o the Northland. Clay and Plattecounties have a growing population o mostly urban living, Caucasian English speakers. Most o these people are adultsbetween the ages o 24 and 64, and most o them are employed. The median household income is high in this region, butnot consistent; Platte County has a signicantly higher median than does Clay. This may be due, in large part, to the regions

comparatively high rate o high school graduates. And though Clay County does not, Platte can boast an impressively highrate o people with post-secondary degrees.

Statistically speaking, a message that is aimed at an auent, English speaking, middle-aged White person who lives in thecity and who has at least some post-secondary education would cast a wide net in the Northland.

Primary Research

This portion o the Situation Analysis details the ndings o our scientic survey o Saety Net Clinic patients in Clay and

Platte Counties. The survey took place over the course o two days and was conducted at the Swope Northland Health

Clinic. Eighteen viable questionnaires were collected, seven o which were taken personally through extensive interviews

with the patients themselves. Two survey questionnaires were used, one or the personal interviews and another or sel-

administration.

We believe that the ndings in this report are valid and can be extrapolated to a larger population o uninsured ree

healthcare users in Kansas Citys Northland. Our condence is based on the numerous and descriptive patterns that became

readily apparent, even in the relatively small population o respondents we had to draw rom. Despite the limited nature o

our survey, our ndings are logically sound.

Age

Though the average age o respondents is 36 years old and the median age is 38, these statistics do not tell the whole story.

Essentially, according to our survey, patients in Northland clinics belong to one o two distinct groups. These two groups

are people in their late teens through mid twenties and people in their late thirties through mid ties. No one in the

population exceeded 54 years old, and no one was under 16. From a communications perspective, these two groups share

similar concerns regarding healthcare; respondents rom both groups are predominately insured by Medicaid. However, o

the ve respondents who reported a yearly income, our are members o the older age grouping. Communication strategiesshould either target each group or attempt to communicate to both broadly using appeals to their common characteristic:

lack o insurance.


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Race

Respondents to our questionnaire were predominately white. This result is consistent with the predominance o Caucasians

in Clay and Platte Counties. However, there are many more black patients in Northland Clinics than the demographics o

the larger Northland bi-county region would suggest. This is also true o both Native Americans and Pacic Islanders, both

o which comprise insignicant portions o the total Clay and Platte County populations, but are not so uncommon in

Northland Clinics. These ndings tell us that our communication strategy must adjust or these racial minorities.

Gender

The vast majority o emales in the survey population is striking. All but three respondents were emale (79%). This

phenomenon can be, at least partially, explained by the prevelance o respondents who visited the clinic or procedures

such as papsmears and DEPO immunizations. Furthermore, multiple respondents reported to have been reerred to the clinc

rom domestic abuse shelters and planned parenthood clinics. The number o women in our target population has clear

implications or our communication plan. This inormation allows us to ocus our target and begin to isolate the places wecan reach that target. These places include the planned parenthood centers and domestic abuse shelters rom which many

o our respondents had been reerred.

Education

The surveyed population is airly uneducated. The majority has earned a secondary education degree, but only three

respondents reported ever having taken a college course. One respondent reports having taken our years o college

coursework, but did not report that she received a diploma. There is no statistical correlation between amount o educationand yearly income in our population. Furthermore, there is no correlation between education and rate o employment or

rate o having insurance. This means that our messages should be kept at a high school reading level.

Income

More than hal o our respondents reported earning no income. O those that did report an income ve two reported

being unemployed. The highest reported income came rom one such respondent who claimed she earned $25,000

annually. Clinic patients have very low incomes compared to the county median, and as such targeting them in malls,stores, e-commerce sites or any kind o retail medium is ill-advised. They do not have any discretionary income.


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Residence

Every single respondent reported to live in one o three zip codes, or a zip code directly adjacent to one o the central three.

These zip codes are as ollows:

64118 North Kansas City, west o Riverside (Swope Northlands location)

64150Riverside, North Kansas City

64068Liberty, MO (20 miles rom Swope Northlands location)

Most respondents live near the clinics location in the portion o Kansas City that lies north o the river. The respondents

live primarily in groups around these three counties. We can extrapolate rom this, as well as rom our secondary research,

that people in the Northland are much more likely to seek treatment locally on the north side o the river than they are to

venture south into the rest o Kansas City. Not only do patients live near their preerred clinics, but they are also localized.

This simplies the targeting o our core audience. Messages placed in the zip codes surrounding Northland clinics are highly

likely to reach the majority o those clinics current and potential clientele.


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Why Patients Chose Saety Net Clinics

As this graph illustrates, Northland patients choose their clinics because their state sponsored insurances allowances

and the proximity o the clinic to their home. . The most interesting nding here, though, is that a small but signicant

proportion o respondents chose Swope Northland based on a recommendation rom a amily member. This inormation

is very helpul in crating a communication strategy. These numbers suggest that our goals should employ word o mouth

strategies, and possibly social networking strategies.

We also ound that Northland Saety Net Clinics patients typically make three appointments per year. With this act in mind,

it can be saely inerred that any message targeted to in-clinic patients should run or a period o our months (or or 1/3 o

the year). This would make it likely that most patients would receive the message.


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Where Patients Receive Healthcare Inormation

This set o data is particularly useul or our strategic campaign. These data outline or us which avenues our target are

already using to learn about healthcare related topics. These channels will no doubt prove useul or distributing our

strategic message. However, a striking proportion o the respondents, 1/3, reported not receiving any kind o healthcare

inormation rom any source. These people represent a large enough section o our target that they cannot be neglected,

yet they cannot be reached by traditional methods. This suggests that a more proactive and aggressive approach is needed

or our campaign. Perhaps reaching these people in the actual clinics with highly noticeable messages is the most prudent

approach.

O those respondents who did report receiving some type o healthcare inormation, most o them say they get it rom

their doctors. This act argues that the direct approach is the best approach; it supports the use o doctors in disseminating

our message. A much smaller, yet still important, number o respondents reported getting their inormation while waiting

or their examinations to begin. The implication this inormation has on a potential strategy is obvious: reach them in the

waiting room.

As or those who said they receive inormation via mass media such as television and the internet, the implications are not

so clear. Though the internet does represent a large source o inormation, television does not. This does not necessarily rule

out the possibility o using television; it also does not provide absolute justication or using the internet. At best, this actmakes us leery o television and open minded toward the internet.


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Patients Media Usage

Northland Saety Net Clinic users are avid users o media. In particular, we ound that patients use the internet, watch

television and listen to radio at least once per day. When using the internet, clinic patients say they check their email and

search or healthcare related inormation. Their three avorite sites are acebook.com, myspace.com and webmd.com. They

use the rst two or social networking with riends, amily and acquaintances. Webmd.com, however, is a medical Web sitewhere users can diagnose themselves and learn about medications.

Many clinic patients watch 3 or more hours o television a day. However, these patients do not tend to receive any healthcare

inormation rom television. Whats more, their avorite channels and programs are all over the map they are totally

untargetable through television.

The radio, we ound, is an easily targetable medium to reach these patients. Our respondents all listen to the radio at least

once a day, and a air amount listen or several hours. Whats most interesting and useul, however, is that these listeners

tune into two stations the most: 103.3 FM and 95.7 FM. This means that we have a good idea o where to place and radio

advertisements.

A smaller portion o patients claim to read a newspaper every day. O those that do (about one third), the Kansas City Star is

ar and away the most popular publication. We can be condent that the Star accurately targets our market.

What Our Research Means

Our primary research shows that the patients currently using clinics in the Northland are homogenous. They are largely

high school graduates with little to no yearly income who are unemployed and receive Medicaid benets. Most are white

and emale, and they live in a handul o zip codes surrounding the clinic they use. The pitall to targeting this group is thata great age divide exists between patients in their early adulthood and those in their mid-lie An eective strategy would

either target these groups separately or develop a message that resonates more with the traits they have in common than

with their age.

Our research also shows that patients chose centers or care based on insurance restrictions and proximity to their residence.

When they do choose which place to receive their treatment, they make three appointments a year. Whats more, they

usually drive to those three appointments. Inormation about their treatment habits enables us to determine appropriate

content o messages appropriate length or a campaign and one possible means o reaching our target audience.

Lastly, our ndings indicate that doctors are then number one source or healthcare ino or our target. Another justiablealternative is to reach patients while they are waiting or their examinations to begin. As or more traditional media, we

ound that the Internet is an established source o healthcare inormation or our target as well as highly targetable and

useul or social networking. Radio, like the internet is popular among our audience and, based on our ndings, easily

targetable. However, we can nd no justication rom this data to support the use o newspapers or television.


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Northland Environment


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NorthlandEnvironment

This section o the Situation Analysis will describe the current environment in the Northland in two ways that are relevantto this communication campaign. First, it will describe the Northlands healthcare environment. Second, it will describe the

Northlands economic environment.

Healthcare in the Northland

Northland Hospitals

Kansas Citys Northland is home to our hospitals with emergency departments. These departments include emergencyrooms that treat patients or any complaint, rom the most minor o primary care issues to the most urgent trauma. Each

area emergency room operates around the clock every day o the year. All told, the number o emergency room visits per

100,000 people in a given year in Kansas Citys Northland is 20,859.

Excelsior Springs Medical Center

Excelsior Springs Medical Center is a city-operated hospital located in the northeast portion o Clay County. Excelsior Springsis the smallest o the Northlands hospitals. Its emergency department sees only a small raction o the patients that theother three hospitals treat on a yearly basis.

Liberty Hospital

Liberty Hospital is privately owned and located in Liberty, Missouri, northeast o the Kansas City metro area. Though it islocated outside o Kansas City itsel, Liberty is a regional medical center that serves the larger population o Clay County.Libertys emergency department greatly outstrips that o Excelsior Springs in terms o visits per year.

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North Kansas City Hospital

North Kansas City Hospital is located directly north o the river in Kansas City. North Kansas City is an acute-care acilitywith the largest sta, bed capacity and busiest emergency room in the Northland. Operated by the city, North Kansas CityHospital is the primary provider or emergency and urgent care in the northern metro area.

St. Lukes Northland Hospital

St. Lukes Northland Hospital is the only hospital in the Northland that is located in Platte County. St. Lukes is operated bythe not-or-prot parent o St. Lukes Health Systems. St. Lukes Northland has the third busiest emergency room in theNorthland, and serves patients rom the northern metro area.

Northland Primary Care Physicians

For Northland residents with insurance, primary care physicians in private clinics can treat minor chronic problems, ratherthan the areas hospital emergency departments. Clay and Platte Counties are home to 233 medical doctors who arelicensed primary carephysicians. That number has increased rom the Census in 2000 when it was 135. For every 100,000people in the Northland, there are 1,247 ofce-based medical doctors.

Healthcare Environment Overview

The Northland is home to myriad healthcare options or its 300,000 citizens. This means that Northland Saety Net Clinicsare in a competitive healthcare environment in which most patients have nearly limitless options rom which to choose.The environment does conspicuously lack many options or uninsured and underinsured patients. This is the Saety Netsuncompetitive niche in a highly competitive environment.


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Northland Economy


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Northland Unemployment

Employers are the primary source or medical insurance. Thereore, an assessment o the employment environment inthe Northland is useul or ascertaining the necessity or services like Saety Net Clinics. A recent survey ound that theNorthland currently suers just 5% unemployment. This is compared to the nearly 10% unemployment rate the rest o thestate o Missouri suers. The Northland job market, thereore, is much stronger than that o the surrounding area.

Northland Poverty

The rate o poverty in a community is directly, positively correlated with the rate o uninsured people in a community. Thisis no surprise. It is also not a surprise that the Northland has a very low instance o poverty compared to the rest o Missouri.Seven percent o Northlanders live below the poverty line, whereas 11% o Missouri lives under the line.

It is clear rom these numbers, as well as the unemployment gures, that the Kansas City Northland enjoys a strongereconomy (at least in terms o employment and auence) than the rest o its surrounding region. However, though thesenumbers are optimistic, it is clear rom the increasing overcrowding in area clinics that there is a rising demand or low-cost

healthcare in the area. MARCs and the our Northland Saety Net Clinics response to this growing demand is to extend hourso operation to evenings and weekends. Using the inormation presented to you in this report as our underlying logic, ourteam has created a comprehensive strategic communication plan to get the Saety Nets message to their audience.

NorthlandEconomy


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Pre-fight ChecklistSWOT Analysis


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Provide unique healthcare in the Northland Available to the entire community Four clinics in two counties Virtual monopoly on the underinsured o the Kansas City

Northland

Provide a wide array o services Sta and physicians have strong personal relationships

with patients

No strategic plan or communicating with current or potentialpatients

No recognizable image Community is unaware o Saety Net clinics existence

Clinics not easy to locate

Inormation about services is not readily available Unable to make appointments or everyone in need

Underserved patients are unaware o primary care options Community does not thoroughly understand the Saety Net

Clinic mission

Northland clinics have never communicated eectively Not yet helping all o the Northlands medically underserved

Potential patients trust emergency rooms or treatment Clinics are not big enough to serve the ever increasing number o

medically underserved

It is diicult to target patients who are either quite young ornearing retirement

Strengths Weaknesses

ThreatsOpportunities

pre-fightchecklist


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Desired DestinationsGoals


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Increase awareness o the new clinic hours among patients who step into the clinics.

To achieve this goal we have outlined ve objectives.

Objective 1.1

Create a unied logo or Northland Saety-Net Clinics that will be incorporated in 100% o the clinics messages.

To achieve this objective we have outlined one strategy.

o Strategy 1.1.1Create a new logo or Northland Saety-Net Clinics.

o Tactic 1.1.1

New logo

Objective 1.2

Provide a continuous reminder o our message to 100% o patients ater their rst exposure to the new hours or aperiod o 4 months.

To achieve this objective we have outlined two strategies.

o Strategy 1.2.1Give each patient tangible, take-away objects to remind them o the new hours.

o Tactic 1.2.1

Magnets, pill organizers, and bandage dispensers

o Strategy 1.2.2Send patients reminders about the new hours ater their appointment.

o Tactic 1.2.2

Personal postcardsPersonal emails

Destination

# 1


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Objective 1.3

Reach 100% o patients who step into the clinics visually with our message in a period o 4 months.

To achieve this objective we have outlined three strategies.

o Strategy 1.3.1Place a large poster in each clinics waiting room.

o Tactic 1.3.1

Posters

o Strategy 1.3.2Place a window cling in the ront window o each clinic.

o Tactic 1.3.2

Window clings

o

Strategy 1.3.3Wall-mount a video screen in each clinics waiting room to play rotating messages.

o Tactic 1.3.3

Video presentation displayed on digital picture rame

Objective 1.4

Reach 100% o patients in each clinic aurally with the message about the new hours.


o Strategy 1.4.1Play an audio message over waiting room speakers.

o Tactic 1.4.1

Audio message

Objective 1.5

Reach 100% o patients in each clinic with our message through their interaction with clinic doctors.


o Strategy 1.5.1Instruct each clinics physicians to inorm each patient at the end o his examination o the new hours.

o Tactic 1.5.1

Letters containing inormation distributed to physicians


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Increase awareness o the new clinic hours among the larger northland community.

To achieve this goal we have outlined seven objectives

Objective 2.1

Reach 50% o our community in one year by creating a Web site.

To achieve this objective we have outlined two strategies.

o

Strategy 2.1.1Create a Web site that incorporates all o the relevant inormation about Saety-Net Clinics in the Northland.

o Tactic 2.1.1

Web site

o Strategy 2.1.2Create a acebook.com page as a orum or our message.

o Tactic 2.1.2

Facebook page

Objective 2.2

Reach 20% o the community through government services or a period o 1 year


o Strategy 2.2.1Target community members who use northland Missouri Department o Social Services ofces.

o Tactic 2.2.1

Posters and pamphlets

Destination

# 2


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Objective 2.3

Reach 20% o our community through area shelters in a period o 1 year.

To achieve this objective we outlined one strategy.

o

Strategy 2.3.1Target members o our community who use local shelters and who are reerred to ree clinics by thoseshelters and deliver our message to them with posters and leaets.

o Tactic 2.3.1

Posters and pamphlets

Objective 2.4

Reach 50% o our community through mass media advertising in a period o 2 months.

To achieve this objective we have outlined two strategies.o Strategy 2.4.1

Target members o our community through billboards placed in targeted zip codes.

o Tactic 2.4.1

Billboards

o Strategy 2.4.2Deliver our message through radio public service announcements.

o Tactic 2.4.2

Radio public service announcementso Strategy 2.4.3

Place an ad on Webmd.com to reach our audience.

o Tactic 2.4.3

Online banner


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Objective 2.5

Reach 20% o our community by sending media kits to targeted media outlets.


o

Strategy 2.5.1Write a media kit containing a news release about the clinics new hours and send it to the Kansas City Starand KC Parent Magazine as well as other local media.

o Tactic 2.5.1

Media kit

Objective 2.6

Reach 20% o our target by sponsoring a local event.To achieve this objective we have outlined two strategies.

o Strategy 2.6.1Sponsor the Platte County Walk or the Homeless, a public event that takes place in the northland whereour community lives, to increase awareness o our clinics and the exposure o our message.

o Tactic 2.6.1

Take-aways

o Strategy 2.6.2

Write and send a pitch letter to the Kansas City Star to encourage them to cover the event and oursponsorship.

o Tactic 2.6.2

Pitch letter


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ItineraryCreative Plan


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Strategy 1.1.1: Create a new logo or Northland Saety-Net Clinics

We will create a logo that appeals to all o the clinics clientele. The logo will include a red stethoscope in the shape

o a heart that surrounds the words Northland saety-net Clinics. The logo uses the colors red, purple and aquamarine to

catch the viewers eye and evoke sensations o health, saety and comort. The logo will also include the slogan, Relax, weve

got you located at the bottom o the stethoscope.

Based on our interviews with clinic patients we learned two acts that indicate that this strategy is vitally important

to the success o our rst goal. First, the chie complaint about being uninsured that we heard rom these patients is that

they lack healthcare options. This logo unies all our Northland Saety-Net Clinics under one brand image and

name; this serves our community by subtly inorming them o other subsidized healthcare options north o the river. The

second act we learned is that none o our patients recognize MARCs Health Resource Guide pamphlet. The pamphlet suers

rom an unsuccessul design. I this pamphlet, or a similar one, were to incorporate our new logo it would be instantly

more recognizable. This means it would be more likely to be read.

Our slogan, Relax, weve got you speaks specically to our patients. The act that underinsured patients are highly

anxious about where to go or healthcare, coupled with the image o a saety net, makes our slogan an obvious choice.

Both the logo and the slogan are designed directly rom primary research data and are independently eective.

However, their eectiveness increases as they are incorporated into every message rom or about the clinics. Our logo and

slogan brands Northland Saety-Net Clinics with a coherent and recognizable image.

Itinerary


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Strategy 1.2.1: Give each patient tangible, take-away objects at the clinics

Research shows that viewers recall messages they hear multiple times. Certainly, then, exposing our audience to

our message as many times as possible is necessary to ensure success or our rst goal. This strategy seeks to expose our

audience to our message every time they use or see one o the small gits that Northland clinics will give them during their

visits. With these gits, we can strategically reach our audience anywhere and anytime indenitely.

We will stock each clinic with enough rerigerator magnets, band-aids, syringe-shaped pens and daily pill

organizers to deliver one o each to every patient each clinic sees or a ull year. These gits were strategically chosen

based on their useulness, pertinence and ability to convey our message.

The rerigerator magnets, which are the only take-away included in the $50,000 budget, were chosen or their

ability to deliver our message or a long period o time (while hanging on patients ridges). The magnets are useul not

only in the delivery o our message (including our logo/slogan) but also as a reerence or patients or clinic contact

inormation.

The additional gits or the larger budget were chosen or their pertinence to a healthcare message. The

Band-aids are large enough to have our message printed on them, but small enough or patients to keep in their bags. The

syringe-shaped pens are both eye-catching and useul or patients in lling out paperwork in clinic waiting rooms. The daily

pill organizers are certain to be useul or the numerous patients who visit our clinics or monthly pain medication rells.


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Instructions or Tactic Deployment

1.2.1 Take Aways

Marketing

Order 10,000 magnets rom www.jeckilpromotions.comusing the design we have provided in the creative section

o the plans book. Hand out magnets in the all o the Saety Net Clinics in the Northland and at any promotionalevents.

Order 10,000 band-aid carriers rom www.jeckilpromotions.comusing the design we have provided in the creative

section o the plans book. Hand out magnets in the all o the Saety Net Clinics in the Northland and at any

promotional events.

Order 10,000 syringe pens rom www.jeckilpromotions.comusing the design we have provided in the creative

section o the plans book. Hand out magnets in the all o the Saety Net Clinics in the Northland and at any

promotional events.

Order 10,000 pill organizers rom www.jeckilpromotions.comusing the design we have provided in the creative

section o the plans book. Hand out magnets in the all o the Saety Net Clinics in the Northland and at anypromotional events.


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www.northlandfreehealth.org

Mon - Fri 5:30 PM - 9:00 PMSaturday 9:00 AM - 3:00 PMSunday 12:00 PM - 4:00 PM

We haveEXTENDEDour hours!

Find Northland Free Health on facebook!

Magnet


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Pens


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BandageDispensers


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PillOrganizers


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Strategy 1.2.2: Send patients inormation about new hours ater their appointments

Patients visit our clinics, on average, three times per year. This doesnt give our message very many opportunities

to make an impact. To solve this issue, we have designed this strategy to take the message to our audience, rather than

waiting on our audience to come to our message.

An overwhelming 79% o our patients say they use the Internet regularly. Among those patients, 22% report that

their primary activity online is checking their email account. It is likely that ar more than merely a quarter o our patients

use email. Logically, then, we have designed this strategy to deliver our message via email to our patients. In addition

to directly delivering our message, email allows patients to immediately access our new Web site and acebook.com pages

via hyperlinks. The email message is uniquely able to combine strategies rom both campaign goals.

For the 21% o our patients who do not use the Internet regularly, we have another tactic: postcards. Direct mail

postcards allow us to reach every patient who records a mailing address. These postcards can be easily personalized

and, unlike many other direct mail pieces, will only be two-sided and not burdensome to unwrap and read. The ront o the

postcard will prominently display our new logo and slogan, making the card immediately recognizable to the viewer

(as the viewer would have seen our logo in our other messages rom the clinic and on their take-away gits).


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1.2.2 Database

Marketing

Order our Microsot Access databases rom www.microsot.com.

Once you receive the database install as instructed at each o the Saety Net locations in the Northland. Once installed upload patient contact inormation received at the time o the appointment to send out e-mails to

patients one day ater the appointment and postcards three months ater the patients appointment.

Use the provided postcard and e-mail design we have included in the creative section o the plans book.

*We have provided detailed, step-by- step instructions on how to set up and use the Microsot Access Database included inthis plan in Appendix A.


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Strategy 1.3.1: Place a large poster in each clinics waiting room

A air amount o our patients, 17% to be exact, say they get the majority o their healthcare inormation while

sitting in waiting rooms. This knowledge, along with personal rsthand knowledge that we all have o how boring waiting

rooms can be, is justication enough to advertise our new hours in our own waiting rooms.

Not a patient comes in without at least passing through the waiting room, and according to our observations, the

average wait or patients is nearly an hour (with some staying or two and three hours). This means that 100% o our

in-clinic patients will see our waiting room posters and be exposed to our message. Furthermore, as we know that

patients come in an average o three times per year we can reasonably predict that 100% o our current client base will

be exposed to the message i we leave the posters up or our months 1/3 o a year.

The posters are large 22X28 and are designed or the singular purpose o delivering the new extended hours.

A silhouette o a clock with the words We have extended our hours! rames the upper right corner and our newly designed

logo rames the bottom let. This eect draws the viewers eye across the only inormation in the middle o our poster: the

new hours o operation. The bottom right contains our newly designed Web site and invites the viewer to join the Northland

Saety-Net Clinics on acebook.com. The rest o the poster is let unlled to emphasize the importance o our singular

message.


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Instructions or tactic deployment

1.3.1 Posters or Inside the Saety Net Clinics in the Northland

Advertising

Order one poster or each Northland Saety Net clinic rom www.uprinting.com allowing them to use the design

sample we have provided in the creative section o the plans book. Hang one poster in each waiting room o the Saety Net Clinics in the Northland


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Now Available:

Mon - Fri 5:30 PM - 9:00 PM

Saturday 9:00 AM - 3:00 PM

Sunday 12:00 PM - 4:00 PM

www.northlandfreehealth.orgFind Northland Free Health on facebook!

We have

our hours!


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Strategy 1.3.2: Place a window cling in the ront window o each clinic

We want to deliver our message early and oten. That is why we have elected to design a window cling or each

clinic. These are designed to be placed on the largest window near the ront o each clinic to ensure that every person that

walks in is greeted by our new extended hours. Whether each patient stops to read the cling or not, the window cling will

have primed them or the message or when the reach the waiting room.

In our visits to our clinics we ound that none o the buildings are particularly well marked or adorned with much

signage. This means that there is no competition or space or attention when walking by or into any o our clinics. Our

window clings, because o their location, will have the unique advantage o every patients ull attention ,

simply by deault. Whats more, the clings will make our clinics more recognizable and easier to nd or those who have

never been beore.

Our research shows that our patients almost always attend the clinic nearest their home. In act, the data we

collected shows that nearly all o a clinics patients live in the same neighborhood as the clinic itsel. Many o our patients,

we can logically iner, pass by their preerred clinic requently. Our window clings are designed to catch their

attention and inorm them when they do.

Basically, in addition to achieving our rst goal, our window clings are able to inorm people who live near our

clinics o not only our new hours but also o the very existence o the clinic! To aid in this extra incentive we have tailored

each cling to the specic clinic it will adorn and made the message large enough to be read rom some distance. Also or

this reason, we have included the clinics unique contact inormation.


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1.3.2 Window Cling or the ront windows o Saety Net Northland Clinics

Advertising

Order one window cling each Northland Saety Net clinic rom www.uprinting.com allowing them to use the design

sample we have provided in the creative section o the plans book. There is a specic poster designed or each o theour clinics.

Hang the window cling in the window during the time specied in the timeline o this book.


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Swope Health

Northland (816) 627-2050

New Hours:

Mon -Fri 5:30-9:00 pm

Saturday 9:00 am-3:00 pm

Sunday 12:00-4:00 pm

We have

EXTENDEDour hours!


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Clay County

Public Health Center

(816) 595-4200New Hours:

Mon -Fri 5:30-9:00 pm


Sun day 1 2:00 -4 :0 0 pm

We have

EXTENDEDour hours!


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Platte County Health

Department- Platte City (816) 858-2412

New Hours:

Mon -Fri 5:30-9:00 pm


Sunday 12:00-4:00 pm



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Platte County Health

Department- Parkville (816) 587-5998

New Hours:

Mon -Fri 5:30-9:00 pm


Sun day 12:00-4:00 pm



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Strategy 1.3.3: Wall-mount a video screen in each waiting room

Our wall-mounted video screen is not a television. Rather, it is a device which will display digital messages (and

audio messages i one were so inclined) in a sequenced slide show. The images are bold, colorul and much more animated

than those on a typical poster or picture. We believe that these screens, which are easily mounted to a wall, will be the

center o attraction or waiting, and possibly bored patients. That is why we will use these screens to shue through

varied and colorul slides containing our message about new clinic hours.

Our research data shows that our patients are avid television viewers. One hundred percent o our respondents

reported that they watch at least some television every day, and nearly have watch 3-5 hours a day. That is a substantial

amount o TV and it strongly suggests that our audience is stimulated by and attracted to animated images ar

more than by static ones. With this act in mind, it is difcult to imagine a scenario in which any patient could possibly miss

our message while sitting in the waiting room.

Another unique advantage o our video screens is their utility ater our campaign. Ater running our slide show or

three months, we can condently predict that we will have reached 100% o each clinics current patients . Ater

this time, the screens are still useul or any other inormation or even entertainment that each clinic would like to deliver to

their clientele.


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1.3.3 Video Screen or Saety Net Clinics Northland waiting rooms

Advertising

Order one digital rame and wall mount or each Northland Saety Net clinic rom www.bigerame.com.

Ater you receive the rame place the memory stick we have provided into the rame. Attach rame on wall using wall mount. Turn on rame and allow to cycle through the presentation continuously.


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Strategy 1.4.1: Play an audio message over waiting room speakers

So ar, our plan has ocused on reaching our patients visually with our message. We have every reason to believe

that our visual messages will succeed our audience is literate and English speaking. This strategy is our guarantee.

Even in the unlikely scenario that one o our patients does miss our visual messages, he or she will hear our brie audio

message about the clinics new hours over the clinics speakers. Our clinics play music or their waiting patients; our

recorded audio message will interrupt the radio or 15 seconds every hour to announce that our clinic has extended its hours

and to thank our patients or their patience.

During our visits to our clinics, we observed that 103.3 FM was the avorite station in each clinic. We also learned

rom our interviews that 103.3 FM is our patients number one choice or radio stations. This gives us reason to believe that

our patients will be listening to the radio in the waiting room when our announcement comes on. Our patients will hear

our message because they will be listening already.

The message itsel is quite short; its long enough to relay the message but not too long as to bore or annoy our

listeners. It is recorded by a woman with a very pleasing voice . Our research ound that the vast majority o Northland

Saety-Net users are women. Many o these women have been reerred by Planned Parenthood clinics and domestic abuse

shelters. We have used a womans voice because it is more amiliar to our audience; it is not intimidating and will only help

to allay our patients anxiety.


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1.4.1 Audio Message or Saety Net Northland Clinics waiting rooms

Public Relations

Use provided audio message rom our creative section o the plans book to play in all our waiting rooms o the

Saety Net clinics in the Northland. Play the specic audio message designed or each clinic once an hour.


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Speaker Announcements

Thank-you or visiting Swope Health Northland, your local saety net clinic. Just a reminder that we are now open orappointments on evenings and weekends, so at your local saety-net clinic, relax, weve got you.

Thank-you or visiting Platte County Health Department, Parkville, your local saety net clinic. Just a reminder that weare now open or appointments on evenings and weekends, so at your local saety-net clinic, relax, wevegot you.

Thank-you or visiting Platte County Health Department, Platte City, your local saety net clinic. Just a reminder that weare now open or appointments on evenings and weekends, so at your local saety-net clinic, relax, weve

got you.

Thank-you or visiting Clay County Public Heath Center, your local saety net clinic. Just a reminder that we are nowopen or appointments on evenings and weekends, so at your local saety-net clinic, relax, weve got you.


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Strategy 1.5.1: Delivering the message through our doctors

We believe that the direct approach is the best approach. The idea o simply telling our patients, person to person,

that we have new, extended hours almost seems too simple. But, this simple strategy does come with a twist: we wont

tell our patients person to person, but rather doctor to person.

Our research shows that over 1/3 o our patients get their healthcare inormation rom their doctor. This is no great

surprise people trust doctors. In act, our interviews with patients revealed that our patients do more than just trust

their doctor, they respect them and they orge riendly relationships with them. At one o our clinics, a portrait

o the clinics physician hangs on a wall in the waiting room. When we asked who each patients primary care physician was,

nearly all o them pointed excitedly at the picture.

Our strategy would inorm our clinics physicians about our new hours and then kindly ask them to help spread

the word by telling each patient at the end o his or her examination. We will also provide our doctors with the take-away

gits rom strategy 1.2.1 to give to each patient. This will not only remind the doctor to deliver the message, but will also

reinorce it with the patient.

Doctors are the most credible possible source or our message. The ethos o our clinics beloved (and we do

not believe that that puts it too strongly) doctors is unmatched. There is no better way to reach 100% o patients in

our clinics and no cheaper way at that than this strategy.


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1.5.1 Letters to clinic doctors

Public Relations

Use the provided template to send a copy o the letter to all doctors at each o the Saety Net Clinics in the

Northland.


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1 May 2009

From: Swope Health Northland

Re: Request for assistance with extended hours message

Dear Doctor Doe,

To begin, Swope Health would like to thank you deeply for your committed work in our clinic. Withoutdoctors like you, our patients and community would suffer. As you may already be aware, in an effort to seemore patients and extend our reach to our community a little further we will extend our hours of operation.We will soon begin scheduling appointments for weekday evenings as well as weekend mornings and earlyafternoons.

We would like to request your help in delivering the message about our new hours to our current patients.Our research shows that most of our patients look to their doctors rst and foremost for healthcare relatedinformation. This means that you are uniquely suited to ensure that our patients are aware of our newlyextended hours.

All we ask is that you end every examination with a word or two about our new hours. To help remind you todo so, and to help reinforce the message with the patients, we will provide you with bandages, pill organizers,pens and refrigerator magnets to give to each patient. This exchange shouldnt take more than a few secondsto complete, and shouldnt slow you down. Should a patient have questions regarding the new hours, you cansimply direct them to our reception desk.

Once again we would like to extend our sincerest gratitude for your help in all of our efforts, includingdelivering this message.

Sincerely,

Director of Swope Health


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Strategy 2.1.1: Northlandreehealth.org

While researching this campaign, we tried to put ourselves in the place o a medically underserved Kansas City

Northlander. What we ound is that the rst place we looked or inormation, namely the internet, was largely unhelpul.

Unless you know the name o the specic clinic you are looking or or are amiliar with the Saety-Net program or MARC, it

is extremely difcult to successully conduct an internet search or Northland healthcare clinics. Since 79% o our patients

say they use the internet regularly (and 56% claim that it is their rst resource or healthcare inormation) we are

certain that many in our community have run up against the same problem we did.

Our solution is to amalgamate all o the inormation relevant to nding aordable healthcare in Kansas Citys

Northland or underinsured people. This inormation includes our extended hours, contact inormation, addresses and maps

or each Northland Saety-Net Clinic as well as an explanation o what Saety-Net Clinics are and who qualies to use them.

Northlandreehealth.org was chosen as its domain name because it is descriptive and succinct. However,

this strategy is as much about serving those who do not know the URL as it is about serving those who we have told. For

this reason, our Web site is search engine optimized or key search terms. These terms include terms such as Kansas

City, northland, and ree health. Optimization ensures that when a person searches or these terms, our Web site will be

listed among the top results. This strategy not only successully delivers our message to the broader Northland

community, but also extends the Saety-Net brand to those who have never heard o it.


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2.1.1 Web site

Marketing

Login to www.weebly.com and go to the publish icon. Select register under own domain name and inormation

will transer to the new Web site. Go to www.yahoo.com and select get a domain name on the let sidebar o the screen. Select the sign-up button

and ollow instructions.

We have created the entire Web site or you on www.weebly.com.


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Strategy 2.1.2: Create a acebook.com page as a orum or our message

We have an opportunity to tap into the growing trend o social networking to get our message across. The

overwhelming majority o our patients use the internet. Our research has identied myspace.com and acebook.com to be two

o the most popular Web sites by ar. O these two, acebook.com is the slightly more popular and it is or this reason that we

have chosen it or this social networking strategy.

Many o our patients are reerred to our clinics by riends and members o their amily. This means that

real lie social networking already happens between members o our community; our strategy is to make virtual social

networking work or us too. We believe this is possible not only because so many o our patients already have acebook

accounts but also because a quarter o our audience already uses the internet or nding healthcare inormation. Facebook,

then, is a natural t or our purposes, and it has been used successully by other organizations in similar ways.

Facebook can organize and inorm people in ways that our new Web site cannot. By becoming a an o Northland

Saety-Net Clinics on acebook, our audience will have access not only to our message, but also to each other; this will allow

them to transmit our message virally to one another without any eort on the clinics part. Our message about our extended

hours will be posted to our acebook site in the orm o our recorded Public Service Announcement (strategy 2.4.2) that will be

sharable among member o our acebook community. This will allow our audience to interact with the message and

increase the likelihood o the messages success.


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2.1.2 Facebook Page

Public Relations

Use the provided Facebook page template rom the creative section o the plans book as your new Facebook Business

page. Create a Facebook account to use this page. This page can be used to communicate PR eorts with the community.


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Strategy 2.2.1: Department o Social Services Ofces

Each county in Missouri has a state ofce o Social Services. These ofces are local hubs or state welare beneciaries

to receive such benets as Medicaid and disability insurance. According to our research, nearly all o our patients in the

Northland are insured by the state either by Medicaid or Missouri Health Net. To register or these benets, our patients

had to go into their local Social Services ofce. Our strategy is to deliver our message to members o the Northland community

who walk into these ofces to register or renew registration or state health insurance. This is likely to work because so many

o our patients utilize these ofces services. We spoke to many patients during our visits to our clinics who suered rom

chronic pain and were unable to work. These people are eligible or state disability coverage. We will not only be targeting

our current patients with this strategy but also potential uture patients. Both groups would be well served to learn

about our extended hours.

We will deliver our message in these ofces through the use o posters and pamphlets. Each poster

includes our newly designed logo in the upper let corner and the same clock silhouette that appear on our in-clinic posters in

the upper right. Featured prominently in the middle o the poster are our new hours o operation; under these we list the our

Northland Saety-Net Clinics by name. In the bottom let o the poster is our newly designed Web sites URL and an invitationto join us on acebook. We have chosen to include this particular inormation because all o it vital to understanding whom the

Northlands Saety-Net Clinics are or those who do not already know.

Our pamphlets will include this same inormation as well as who is qualied to receive treatment at our clinics.


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2.2.1, 2.3.1 Pamphlets to be distributed at various community locations

Advertising

Order 500,000 pamphlets rom www.uprinting.com using pamphlet design provided in the creative section o the

plans book.

Hand out pamphlets in all o the our clinics as well as the ollowing community locations:


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2.2.1, 2.3.1Posters to be hung at various community locations

Advertising

Order 50 posters rom www.uprinting.com using the design rom the creative section o the plans book.

Deliver posters to ollowing locations and hang posters:


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W

ehave

ourhours!

Pla

tteCountyHealthDepart

ment-Parkville

ClayCo

untyHealthCenter

Swo

peHealthNorthland

PlatteCountyHealthDepartment-P

latteCity

relax

,wevegotyou.

Mon-

Fri

5:30PM

-9

:00PM

Saturday

9:00AM

-3

:00PM

Sunday

12:00PM

-4:00PM

www.n

orthlandfreehealt

h.o

rg

Now

Available:


91/14491

o Missouri

Department o

Social Services,

Platte County

233 Marshall Road

P O Box 2240Platte City, MO 64079

Phone: (816) 858-3740

o Missouri

Department o

Social Services, Clay

County

7000 Liberty Drive

Liberty, MO 64068

Phone: (816) 781-8900

o Missouri

Department o

Social Services,

Northland

3100 NE 83rd Street,

Suite 2800

Kansas City MO 64119

Phone: (816) 437-3600

o City Union Mission

7740 Wornall Rd

Kansas City, MO 64114

(816) 444-8883

o Crossroads Shelter

14700 E Truman Rd

Independence, MO

64050

(816) 461-1093

o Hillcrest Ministries

5611 N Northwood Rd


(816) 587-9037

o LinWood Center101 W Linwood Blvd


(816) 756-2769

o Newhouse

Kansas City, MO

(816) 471-5800

o Northland Family

Shelter

5935 NW Bell Rd

Parkville, MO 64152

(816) 587-4224

o Sae Haven

400 E 6th St.

Parkville - (816) 452-

0245

310 Armour Rd.

North Kansas City -

(816) 842-1727

o Stepping Stone

5100 Noland RdKansas City, MO 64133

(816) 356-0187

o Salvation Army

Access House

o Synergy House

Parkville, MO

(816) 777-0356

o Hope House Women

Shelter

PO Box 520409

Independence, MO

64052

o Rose Brooks Center

Womens Shelter

P.O. Box 320599


(816) 523-5550

o YWCA Abused

Womens Shelter

(Shefeld Place)

6604 East 12th Street


(816) 483-992


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Strategy 2.3.1: Community Shelters

Nearly 8 out o 10 o our clinics patients, we observed, are women. A good deal o these women makes

appointments at our clinics based on reerrals rom domestic abuse shelters. In our research we ound that shelters tend to

reer locally, and are oten located in the same neighborhood or at least the same zip code as the clinic they reer to.

We have a clear target with this strategy. We are able to deliver our message about our extended hours

directly to shelters and women in those shelters who, we know, are extremely likely to use our clinics. To ensure this,

our strategy distributes pamphlets and posters to community womens shelters located in the vicinity o each o our our

Northland Saety-Net Clinics.

Each poster includes our newly designed logo in the upper let corner and the same clock silhouette that appears

on our in-clinic posters in the upper right. Featured prominently in the middle o the poster are our new hours o operation;

under these we list the our Northland Saety-Net Clinics by name. In the bottom let o the poster is our newly designed

Web sites URL and an invitation to join us on acebook. We have chosen to include this particular inormation because all o

it is vital to understanding who the Northlands Saety-Net Clinics are or those who do not already know.

Our pamphlets will include this same inormation as well as who is qualied to receive treatment at our clinics.

The pamphlets contain more inormation because women stay in these shelters or a airly extended amount o time,

giving them the opportunity to read and digest much more inormation.


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2.2.1, 2.3.1 Pamphlets to be distributed at various community locations

Advertising

Order 500,000 pamphlets rom www.uprinting.com using pamphlet design provided in the creative section o the

plans book. Hand out pamphlets in all o the our clinics as well as the ollowing community locations:


96/14496


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98/14498

Strategy 2.4.1: Billboards

As we have already established, our patients live near the clinics they use most requently. This means that we

know precisely where our target community is living in the Northland. We also know, rom our in-clinic interviews, that

virtually every patient drives or is driven to their appointments at our clinics. For these reasons we have developed this

strategy o placing billboards along the trafc corridors that our patients must use to reach our clinics.

Billboards have the potential to inorm our patient base o our new hours, even i, or some reason, not all o them

make appointments during our campaigns in the clinics. And, since we know where they are and how they travel, it is a sae

bet that our target audience will see our billboard messages.

Billboards are uniquely visible. They are visible not only to our current patients, but also to the larger community

o potential patients that our second goal attempts to target. No other mass medium can target our community with more

certainty than billboards, as they are strategically placed and highly conspicuous.

Our billboard design is intentionally simplistic as to avoid the pitall o printing too much inormation or quick-

moving passers by to take in. The design includes an eye-grabbing graphic o a saety net catching a clock. The sign reads

We have extended our hours in massive letters and gives the viewers our new web address. This is the essential message

along with an avenue or our audience to pursue more inormation.

We will place these billboards along the highways and byways that connect Liberty, Riverside, Parkville and Platte

City.


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2.4.1 Billboard

Advertising

Contact AdTrends Advertising Inc. at (816) 228-1123 and Lamar Advertising at (913) 262-1269.

Provide them with the billboard design we have provided you in the creative section o the plans book.


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www.northlandfreehealth.org relax, weve got you.


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Strategy 2.4.2: Radio Public Service Announcements

Based on our research, our message absolutely must be transmitted by radio. Every single person we surveyed

in our clinics claims to listen to the radio every day. Nearly hal say they enjoy the radio or anywhere rom 2-5 hours

a day! Not only do we know that our audience is listening, we know what theyre listening to. Fity percent o our sample list

103.3 FM as their preerred radio station. The rest o the sample listed 103.3 FM in their top three, even i they did not call it

their avorite. Our clinics already know this, which is why 103.3 FM was playing in the waiting room when we visited.

Our strategy is to place a public service announcement rom our Northland Saety-Net Clinics on 103.3 FM. The

thirty-second PSA eatures two voices. The rst and most prominent voice is that o a male announcer. The males voice is

low, powerul and calm. This is our voice o choice because, despite the preponderance o women in the eld, it evokes the

sense that a doctor is speaking. When our male voice says, Relax, weve got you he has more credibility to the listener

because he sounds authoritative.

Our second voice is that o a young woman testiying to the difculty and rustration o scheduling appointments

at ree and subsidized clinics. Most o our patients in the Northland are young women who experience this rustration and

anxiety themselves. The womans voice or the testimonial is relatable to our audience.

Our public service announcement is specically and uniquely targeted to our audience in both its content and its

placement.


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2.4.2 Radio PSA

Public Relations

Contact Theo Terry at 103.3 JAMS at (816) 763-2040. Provide him with the recorded Public Service Announcement

we have provided in the creative section o the plans book.


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Title: Extended TimeClient/ Sponsor: Northland Safety-Net ClinicsLength: 30 secondsAir Dates: Aug

Northland Freeland Health Care Pitch

Documents

Transcript of Northland Freeland Health Care Pitch