Ozarks Wellness Network

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Erin WatkinsMakenzie SmithJennifer Nelson

Kendall Kapperman

Executive Copywriter & Creative DirectorDirector of Public Relations & EventsBudget Allocator & Programming SpecialistResearch Analyst & Editor

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Table of ContentsIntroduction

Executive Summary

Mission Statement

Objectives

Situational Analysis SWOT Target Markets Competitive Analysis

Brand Awareness and Identity

Positioning Statement

Creative Brief Brochure Flyers Billboards Community Garden Sign

Promotions

Media Brief Website Social Media

Fundraising Event

Public Relations Budget

Media Plan

Measurement

Suggestions

Conclusion

References

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Ozarks Wellness Network (OWNit) is a volunteer led organization composed of more than 40 community establishments in the Tri-Lake area (Stone and Taney counties). Together they are committed to pooling and coordinating resources to offer assistance to those who need support in the area. OWNit provides assistance and resources with its eight action teams: healthy lifestyle, food security, substance abuse, child and family safety, dental health, access to care, senior health, and mental health.

When the latest Community Health Needs Assessment (CHNA, 2012) was released and viewed by community leaders (Cox Medical Center and Taney County Health Department), they knew that action needed to be taken. The results of the assessment showed children and families in the Tri-Lake area did not know where they were going to find their next healthy meal, had difficulties accessing healthcare, suffered from substance abuse and mental health issues that were going untreated, and possessed too many unhealthy habits. OWNit believes that these results are threatening families, economic stability as a community, and the future of Stone and Taney counties. Overall, this meant there were people in the Tri-Lake area that are unhealthy and hurting and need help. This need for help is what developed OWNit and its mission. The Ozarks Wellness Network is dedicated to promoting healthier and safer lifestyles through the efforts of working together to do more. With this plansbook, Fuse Integrated Communications wants to convey OWNit’s message, “Together we can build a healthier community” because alone we are only one resource, but together we are a team with multiple resources. This campaign includes a fundraising event, a educational opportunity for students, donations to the local food pantries, website improvements, increase in social media, brochures and flyers, a billboard campaign, and garden signs for the current OWNit community gardens.

Introduction

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Fuse Integrated Communications has created a tactical marketing plan to make Ozarks Wellness Network well known to three select target markets. We hope this plansbook will create a strong foundation that OWNit will continue to build on. Our team spent weeks gathering secondary research on each target market, specific marketing tactics, and other nonprofit organizations in the area.

Fuse Integrated Communications focused our marketing efforts towards three target markets: students, contributors, and recipients. Our student target market age range is 5 to 18 years old. The goal for this target market is to promote healthy behaviors early in childhood development that will continue to be practiced throughout their lives. The contributing target market has a yearly household income of $75,000 or more. We feel this target market has the means to donate to OWNit’s cause based on their income. Our recipient target market has a yearly household income of $35,000 or less. This income level was chosen as the target market because these individuals need the most help.The three target markets will be reached in a variety of ways and from numerous angles:• Billboard• Flyers• Brochure • Radio advertisements• Social media outlets• The Hunger Banquet Fundraising Event• OWNit KIDS Program

These communication pieces will highlight how Ozarks Wellness Network promotes healthy lifestyles in Stone and Taney Counties as well as what OWNit plans to do in the future. They will ensure that information about what OWNit stands for is easily accessible and spread across the Tri-Lake area. These strategies will be tracked through event attendance, weekly social media analytics, website hits, success of the flyers, brochure pick up results, and billboard association. These measuring techniques will allow OWNit to alter methods and improve as needed to ensure future brand success for the Ozarks Wellness Network.

Executive Summary

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Mission Statement

The mission of Ozarks Wellness Network is to provide local health and wellness initiatives in two coun-ties, promote a healthy community, and enable residents to take ownership of their health.

There are a lot of duplicate services doing the same work in Stone and Taney Counties that promote and help build healthy lifestyles for those in need of assistance. OWNit wants to work together with these companies and agencies in the Tri-Lake area in order to provide more resources and assistance to those who need it. OWNit wants to give the message, “If we work together, we can do more” to agencies and organizations and give the message, “We are a trusted and credible resource of assistance to build a healthier lifestyle,” to those in need. OWNit wants to create a positive image for themselves and their partners in the area to demonstrate they are truly interested in helping members of the community.

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Objectives

Primary Objective:Create a complete integrated communications plan

for OWNit to inform the community on: what the organization is, why it is important, and what it has to

offer in the name of wellness and prevention.

Develop a stronger brand identity

Increase awareness

Communicate what OWNit offers and what it provides community members of Stone and Taney Counties

Determine what people currently know about this organization, including their perceptions and misperceptions on wellness

Develop unique promotional strategies to reach target markets

Create communication pieces that are easily accessible to people of the Stone and Taney County area that contain information about OWNit’s initiatives

Research similar programs that are successful in introducing their programs

Publicize existing key events and develop a new fundraising event

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Objectives

Partnering with other organizations and agencies to pull resources and efforts together to create a healthier community

Define three target markets to focus communication efforts towards

Reach target markets through innovative promotional strategies that draw attention to the organization and increase knowledge of OWNit and it’s mission

Develop and orchestrate a memorable fundraiser event that raises money and provides public awareness of OWNit and the current state of the Tri-Lake community

Create the OWNit KIDS Program to educate students in Stone and Taney Counties on health and wellness

Increase OWNit’s activity and appearance on social media

Execution of Objectives:

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SWOT

Strengths: • Design concept of OWNit logo• Specific action teams• Passion for helping the community• Current community partners• OWNit community gardens• Clearly defined objectives and mission• Volunteer efforts

Weaknesses: • Difficulty reaching high school students• Low funding• Under recognized for involvement• Lacking specific target markets• Low credibility in the community• Cohesiveness within organization• Lacking information on website and

Facebook page

Opportunities: • Offer classes at College of the Ozarks

for the recipient target market• OWNit KIDS Program for elementary

and high school students• Updated website with more information• New fundraising event• Combine efforts with more organizations

and agencies in the community• Free billboard use• Federal and state grants

Threats: • Other nonprofit competitors• Under funding• Low credibility• Low brand awareness• Vulnerable to economic crisis• Little access to target market• Fragile representation in the

community

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Target Markets

For this campaign, Fuse Integrated Communications selected three target markets to meet OWNit’s objectives and reach a variety of individuals. The three target markets are: students, contributors, and recipients.

Students: 5 - 18 years oldCurrent students in elementary and high school:• Stone: 2,477• Taney: 3,879

Targeting students will allow OWNit to promote healthy behaviors early in childhood development that will continue to be practiced throughout their lives. Elementary students will be participating in The OWNit KIDS Program and high school students will be serving as their mentors during the program to complete their A+ Scholarship mentoring hours. We decided to not directly target middle school students because they will already be involved in the program in elementary and high school. Students will also share their wellness knowledge from The OWNit KIDS Program with their parent or guardian, which will increase the reach of the programs objectives.

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Target Markets

Contributors: Household yearly income of more than $75,000Residents in this yearly income range:• Stone: 20% • Taney: 19%

Fuse Integrated Communications selected residents living in Stone and Taney Counties based on their yearly income of more than $75,000 to make up the contributors target market. We found that residents who fall into this range have the ability to donate to OWNit. Our research showed that the residents of Stone County with a yearly income of more than $75,000 reside in tact 905 and 906.1, which is located in the Branson area. Residents of Taney County with a yearly income of more than $75,000 reside in tact 4802.01 and 4803.01, which is the Rock Away Beach and Table Rock Lake area of the county.

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Target Markets

Receivers: Household yearly income of less than $35,000Residents in this yearly income range:• Stone: 36%• Taney: 40%

Based on the results from our research, Fuse Integrated Communications found that a large portion of Stone and Taney Counties residents make less than $35,000 a year. We feel that these individuals and families need OWNit’s help the most due to their low yearly income. These residents live in tact 901,902, 904, and 906.2 of Stone County and tact 4801.05, 4801.06, 4802.02, 4804.01, 4804.02, 4805.01, and 4805.02 of Taney County.

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Competitive Analysis

“Together we can build a healthier community,” a simple phrase that says it all. The Ozarks Wellness Network strives to improve the health of Stone and Taney County members through action teams that focus on specific health and wellness topics. However, OWNit is not the only organization with aspirations to improve the quality of life for residents in Stone and Taney Counties. Love INC and Jesus was Homeless also cater to those in need.

Love INC is a collaboration between local churches and community agencies, ministries, government, and schools to provide help for the disadvantaged. Two of Love INC’s events include: Christmas gifts for children and School Readiness. They also offer free budgeting classes to help people organize and manage their finances.

Jesus was Homeless helps the homeless, hungry, and hurting by providing meals, employment training and access to health care. This care is also extended to those that live in weekly and extended stay motels. One of their events is called Meet the Doc that involves participants paying a small fee to have medical and dental check ups and vaccinations. Jesus was Homeless also holds classes twice a week titled Jobs for Life Classes that teach participants the skills needed for the workforce.

OWNit does not consider these organizations that have the same mission to help community members in Stone and Taney Counties to be their competition. OWNit considers these organizations an opportunity to work together to build a healthier community by providing assistance to those who need it most.

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Brand Awareness & Identity

AwarenessOne of OWNit’s goals is to increase awareness of the organization and what they do currently and plan to do in the future. OWNit’s primary objective is for Stone and Taney Counties to be informed of: what the organization is, why it is important, and what it has to offer in the name of wellness and prevention. Brand awareness will be achieved by the OWNit KIDS Program for students, establishing signs at the current OWNit community gardens, orchestrating a memorable fundraising event, increasing OWNit’s presence on social media sites, and advertising to the target markets with flyers, brochures, and a billboard campaign.

IdentityAnother objective for OWNit, is to develop a stronger brand identity. There are other nonprofit organizations in the Stone and Taney County area that offer health and wellness assistance to community members. However, OWNit differs from these other organizations because they want to be known as the group that builds a team of agencies to bring resources together for community members to easily access. With creative and innovative marketing strategies, OWNit will build a unique brand identity that will be known across the Tri-Lake area.

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Positioning Statement

OWNit offers community members of Stone and Taney Counties local health and wellness initiatives to enable residents to take ownership of their health and promote an overall healthier community.

There are other nonprofit organizations in the area that provide services for residents that need wellness assistance. OWNit wants to be seen as the bridge that brings together resources and funding from these similar organizations and agencies in the Tri-Lake area to provide community members with everything they need to live healthier lifestyles. This organization also wants to be seen as a credible and reliable resource of assistance for members of Stone and Taney Counties. Volunteers of OWNit are truly interested in creating a healthier community and this should be easily recognized.

Each creative piece used in this campaign will draw attention and create awareness for OWNit by containing information that educates the community on OWNit’s objectives and mission statement.

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Creative Brief

The purpose of this creative campaign is to establish awareness of OWNit’s mission and objectives to support Stone and Taney Counties. The creative pieces introduced will also increase brand awareness and create a positive image for OWNit and everything they contribute to the community.

The recipient and contributing target markets will be the primary focus for the brochure, flyers, and billboard concepts. OWNit’s brochures will be placed at local hotels that the recipient target market are residing and at the fundraising event. The first flyer will be posted in the region that the recipient target market lives to reach them in a traditional way since most of the target market does not have easy access to technology. The second flyer will promote and inform the contributing target market about The Hunger Banquet Fundraising Event. Lastly, the billboards will be targeting both the contributing and recipient target markets to create a general awareness of OWNit.

The last creative piece is a garden sign for the OWNit community gardens. OWNit currently has twelve community gardens that provide a healthier and sustainable quality of food for the food pantries in Stone and Taney Counties. The purpose of the community garden signs is to relate the gardens directly to OWNit for their contributions.

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Brochure

Inside of brochure

Outside of brochure

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Flyers

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Fundraising EventJoin us for our new fundraising event for OWNit. The Hunger Banquet is an eye opening experience that highlights the food and income inequalities in the Stone and Taney County communities. Guests will be placed, at random, in a lifestyle segment and eat a meal representing the income and eating habits of an individual in that segment. Guests will leave this banquet with different levels of food satisfactions, but everyone will leave with a better understanding of the way poverty is affecting our neighbors. Together we can build a healthier community.

Date: December 10, 2016 at 6PMLocation: Boys and Girls Club of the Ozarks

Admissions price: $17 per ticket for adult $4 per ticket for child 12 and under

Action Teams: Healthy Lifestyle

417.334.4554 ext 252

Substance Abuse 417.334.4544 ext 232

Mental Health 417.334.3453

Child and Family Safety

417.357.6134

Looking for a supporting hand?

Our mission is to align local health and wellness

initiatives in Stone and Taney Counties and promote a healthy

community and enable residents to take ownership

of their health.

Food Security 417.334.1157

Dental Health

[email protected]

Access to Care 417.337.8103

Senior Health 417.739.5242

Need help finding your next meal?

Have a difficult time accessing healthcare?

Hunger Banquet Flyer Receiving Target Market Flyer

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Billboards

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Community Garden Sign

OWNit community garden located near the Salvation Army’s Branson office

Together We Can Build a Healthier Community

Community Garden

Together We Can Build a Healthier Community

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Promotions

BrochureBrochures will be located at the less expensive hotels in the Tri-Lake area year round for community members to grab for more information about OWNit. Providing 35 to 50 brochures to each hotel, depending on the size, will allow hotels to distribute and display brochures to their local guests who could benefit from the OWNit programs. Also, continually checking to see how many brochures have been picked up will help determine which hotels locals are frequently staying at. Recommended hotels for brochures include: • 1st Inn Branson• Fall Creek Inn and Suites• Windmill Inn and Suites• Greenbrier Inn• Southern Oaks Inn• Windsor Inn• Carriage House Inn• Angel Inn• Lakeview Inn• Rosebound Inn• Branson Vacation Inn and Suites• Scenic Hills InnBrochures will also be provided at The Hunger Banquet Fundraiser to offer community members with more information and references.

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Promotions

FlyersThe first flyer will be posted three times throughout the year in the highly populated, low income areas of Stone and Taney Counties. Flyers will appear during the highest unemployment rates of the year in January and March.The unemployment rate is 15.5% in January, 16.2% in February, and 10.9% in March. There will be a large volume of flyers hung up in January and March because these are the first few months of the year where unemployment rates are at their highest percentage. Hanging flyers in January will draw attention to OWNit right when the community members need help the most. The Hunger Banquet Fundraising Event held in December will be used as a resource to fund the increased need of resources for the beginning of the year. Flyers will also be hung up in March to continue to promote OWNit during high levels of unemployment in Stone and Taney Counties. In July, flyers will be hung up once again, but in smaller quantities, to refresh community members’ knowledge of OWNit.

The second flyer will be an informational flyer about The Hunger Banquet Fundraising Event. The flyers will be posted at partner agencies and organizations businesses to target the contributing target market. The Hunger Banquet is in December, therefore the flyers will be posted in October to inform individuals about the upcoming event. At the bottom of the flyer, there will be pull off tabs for people to RSVP to the banquet.

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Promotions

BillboardsA billboard campaign in the Stone and Taney County area will be used for one year and because OWNit is a nonprofit organization, the leasing space for the billboard will be free of charge. OWNit will be targeting locals, therefore a poster billboard will be used instead of a bulletin billboard. Poster billboards are located on primary and secondary traffic areas where locals live and will reach more of OWNit’s target markets. Poster billboards also provide four times more impressions per dollar than radio and magazines, eight times more than TV and eleven times more than newspapers. The billboard will be changed once after six months, to equal two poster billboards during the length of the campaign. Since each poster will be used for six months at a time, it would be wise to use polyethylene for the advertisement to be printed on. The size of the billboards will be 10’ 2.5” by 22’ 5.5” with a bleed of 10’ 6.5” by 22’ 9.5”.

Radio AdvertisementsFrom the beginning of October to the end of November, radio advertisements on the following radio stations in the Tri-Lake area will be aired to promote The Hunger Banquet Fundraising Event: Hometown Radio (KOMC, KRZK), KLFC Radio, KHOC Radio, and Radio Talon (KSWM, KKBL, KQMO). These advertisements will be directed towards the contributing target market to provide details about the event including the date, time, place, and how to RSVP. Since OWNit is a nonprofit organization, these short advertisements will be free of charge.

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Media Brief

The goal of this media campaign is to increase awareness and public knowledge of Ozarks Wellness Network through website enhancements and the use of Facebook and Instagram. The main focus of the OWNit website will be to increase the amount of information throughout the website. The current state of the website is appealing, but needs more depth for individuals to really understand what OWNit does and why it is an important organization to support. Currently, the OWNit Facebook page is active with event information, but is hard to find. With a link on the website and an increase in “likes,” accessibility to the page will be improved. Lastly, an appearance on Instagram would appeal to the individuals that are more visual than others with pictures and other graphics to promote OWNit.

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Website

Overall, the current OWNit website is very appealing to the eye, but lacks information. The photos on each page provides a soft and happy mood and relates to OWNit’s objective of helping members in Stone and Taney Counties be healthy and happy. Below are Fuse Integrated Communication’s suggestions to enhance the current website:

More information Each tab on the main menu bar needs to contain more information, especially about each action team. The action team pages would also be another great location to include success stories or quotes from individuals that praise OWNit. Each action team needs to include everything that it does and the steps they are individually taking to help citizens of Stone and Taney Counties. This will provide individuals with more knowledge about each action team to help them understand what OWNit does.

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Website

Success storiesOWNit helps a lot of individuals in the community and deserves recognition for these efforts. Including success stories under the “How Are We Doing” tab will show those that view the website specific examples of how OWNit has helped someone in need. People that are debating seeking help will find the stories from peers a credible source of information about OWNit. A short clip of an interview with someone personally affected by OWNit’s benefits will prove to individuals that this program works and could help them too. Having the success stories presented as a video instead of a short story will draw more attention and appeal more to those that are undereducated in the recipient target market.

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Website

“Donate” Tab OWNit needs funding to provide residents of Stone and Taney Counties with the resources they need. Introducing a “donate” tab to the menu bar will make it easy for contrinutors to give monetary donations directly to OWNit and it’s mission.

Facebook LinkOWNit’s Facebook profile is difficult to find when searching on Facebook. To make finding the page easier, a link in the top left corner on the main menu bar will be added. This link will bring more exposure to OWNit’s Facebook profile. With more people viewing the Facebook page, the number of “likes” OWNit will have will increase.

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Website

Post More EventsAt the bottom of each page, there is a banner that says, “Upcoming Events.” This calendar is lacking events and makes it seem like OWNit does not participate or host a lot of events. Creating more events and posting them to this calendar will make OWNit look more engaged and credible.

Create a Primary ContactTo make it easier for individuals to contact OWNit, there should be a primary contact number and email on the “Contact Us” page. For example, there is a person to contact under each action team. If individuals do not know which action team they need the most or if they need help from more than one action team, providing one primary contact will help individuals know exactly who to reach out to and that person can direct them to the corresponding contact.

“Join us” LinkOn the home page, the last sentence of the introduction reads, “Want to make a difference in a life? Join us!” To increase the amount of volunteers or donations, the “Join us!” should be a link that leads to a form to provide contact information. This would make it easier for those who want to be involved with OWNit figure out how to get involved right away.

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Website

Color Coordinate Action TeamsOWNit has eight action teams that each serve specific functions to help the community with health and wellness. Color coordinating the action teams will improve readability and visibly to differentiate each team from each other. This will also help with the branding of each individual team.

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Social Media

FacebookFacebook has more than 400 million active users and 3 million active pages. More than 20 million people become fans of Facebook pages each day. The high volume use is the reason Fuse Integrated Communications sees Facebook as a very effective source to make connections with people who are willing to help the community, as well as people that are in need of support.

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Social Media

Strengths:• Visually attractive pictures and colors• Link to website• Posting event flyers Weaknesses:• No overview • Solution: Add biography: “OWNit is a non-profit organization in Stone and Taney Counties. We help families and individuals who are looking for help in the area of health, substance abuse, mental health, child and family safety, food security, dental health, access to care, and senior care help.”• Lack of brand awareness • Solution: Advertise “Like us on Facebook.” • Solution: To obtain more followers, OWNit will be paying $5.00 a day for a total of three months to purchase “likes.” Facebook will show the OWNit website to the population we are targeting specifically under “businesses you may know” until OWNit receives seven to twenty-seven “likes.” This will be taking place during January and February to increase followers. In May, OWNit will purchase “likes” again to further increase the amount of followers. The importance of this is to expose more people to OWNit’s Facebook page and create more awareness of events. • No reviews of the organization • Solution: With growing popularity, this will most likely increase reviews.

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Social Media

InstagramOWNit does not have Instagram at this time. Instagram will be a beneficial source of social media for OWNit because the information is delivered through pictures and videos. Instagram is a newer form of social media and will allow people of all ages to be informed of upcoming events and the resources OWNit provides. The main objective of OWNit’s Instagram is to deliver information also found on the website and Facebook in a simpler, quicker fashion.

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Social Media

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Fundraising Event

Hunger BanquetTo raise money and awareness, OWNit will host a Hunger Banquet Fundraising Event to educate the contributing target market about the imbalanced distribution of food in Stone and Taney Counties.

Guests will RSVP to the event in advance to allow OWNit to plan accordingly to the amount of guests that attend the event. When guests arrive to the banquet, they will pay the entrance and meal fee and receive a profile card at random indicating which lifestyle segment meal they will be receiving. Each guest pays the same amount of money, but not all guests will receive the same quality or quantity of food. How the food is served is also affected based on the lifestyle segment. This includes dining utensils and atmosphere as well. The profile card will also include a description of the lifestyle an individual in their food category would live. This would include their income, education level, occupation, and information about the segment the individual is apart of. Before the meal will begin, there will be a brief presentation explaining the purpose and symbolism of The Hunger Banquet.

The objective of The Hunger Banquet is to inform guests about the lack of food and quality of food that exists close to home and how donating to OWNit will help those that do not know where they are going to find their next meal.

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Fundraising Event

Date and TimeDecember 10, 2016 at 6PM

Price$17 adult ticket$4 child ticket (12 and under)Donations appreciated

VenueBoys and Girls Club of the Ozarks

CatererJamie’s Creative Catering and Event Planning

AdvertisingSocial MediaFlyers located at partner businessesRadio advertising: Taney County: Hometown Radio (KOMC, KRZK), KLFC Radio, KHOC Radio Stone County: Radio Talon (KSWM, KKBL, KQMO)

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Fundraising Event

To determine the lifestyle segments for The Hunger Banquet, Fuse Integrated Communications first collected data about the average amount of income for members of Stone and Taney Counties. We then took this data and made five segments in correspondence to average income: low, low/middle, middle, middle/high, and high. These income levels were used to determine the meal that would be served in each segment.

For this fundraising event, we decided to cap the amount of guests at 200 to accommodate to the capacity of the Boys and Girls Club of the Ozarks and the amount of resources needed to conduct the event. Below is the segments divisions based on income and the 200 guest cap:

Low ($0 - $25,000) 54 peopleLow/Middle ($25,000 - $35,000) 30 peopleMiddle ($35,000 - $75,000) 74 peopleMiddle/high ($75,000 - $150,000) 36 peopleHigh ($150,000+) 6 peple

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Fundraising Event

MenuLow (54 people): • Food: Bagged Ham and cheese sandwich and chips• Beverage: Water only• Set-up: Disposable plates and cups, and plastic-ware

Low/Middle (30 people):• Food: Boxed pulled pork sandwiches, baked beans,

cornbread stuffing • Beverage: Water only• Set-up: Plastic plates and cups, and plastic-ware

Middle (74 people): • Food: Roasted turkey and dressing, roasted garlic

mashed potatoes, green beans, and garden salad• Beverage: Choice of tea or water• Set-up: Tablecloths, common plates and cups,

silverware, and paper napkins

Profile Card

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Fundraising Event

Middle/high (36 people):• Food: Herb roasted beef tenderloin oscar, grilled asparagus with a balsamic reduction, twice

baked potatoes, fresh roll, and strawberry, walnut and spinach salad• Beverage: Choice of water, tea, lemonade or soda• Set-up: Nice tablecloths, nicer plates, glassware, silverware, and linen napkins

High (6 people): • Entrée choice: Boursin and crab stuffed chicken with a roasted red pepper béchamel or bacon

wrapped smoked pork tenderloin with a merlot reduction• Choose of two sides: Grilled asparagus with a balsamic reduction, garlic roasted vegetables,

braised brussel sprouts, twice baked potatoes, or duchess potatoes • Choice of one salad: Mixed greens with strawberries, mandarin oranges, sugared pecans and

goat cheese, or mixed greens with feta, grape tomatoes, sugared pecans and craisins• Each meal served with a fresh roll• Beverage: Choice of water, tea, lemonade or assorted sodas• Set-up: Nice tablecloths, freshly picked flowers center piece, high quality plates, glassware,

silverware, and fine dinning napkins

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Fundriasing Event

Total Profit: $641.00 + Donations

Revenue

Expenses

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Public Relations

OWNit GardensIn 2015, The Taney County Health Department was awarded the Healthy Eating Active Living (HEAL) grant through the Missouri Department of Health and Senior Services. OWNit was a part of the partnership to plant twelve community gardens throughout Stone and Taney Counties. The community gardens include: onions, cauliflower, peas, cabbage, kale, broccoli, and potatoes that are distributed to local food pantries. These gardens are a step towards a healthier and sustainable food source for Stone and Taney Counties. In order for OWNit be recognized as a part of this movement, Fuse Integrated Communications has created a sign to be placed at each garden location.

In order to promote OWNit, Fuse Integrated Communications implemented the use of the OWNit community gardens, food pantry collections, OWNit KIDS, and OWNit High School Program. These programs allow OWNit to make a direct connection with the community and maximize the use of low cost public relations.

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Public Relations

OWNit KIDS ProgramOWNit KIDS is an in school program that will target elementary students ages five to ten. The program will take place during P.E. classes throughout the academic school year. The goal of this program is to inform children of the importance of overall good health and teach them how to take care of themselves physically and mentally.

OWNit KIDS promotes:• Healthy lifestyles• Importance of exercise• Practicing good hygiene• Dangerous side effects of substance abuse

Food Pantry Collection and DonationNon-perishable food item bins will be set up in public places in Stone and Taney Counties to collect and donate items to local food pantries. Below is a list of the public locations to place collection bins:

• Grocery Stores: Country Mart, Price Cutter, and Harter House• Churches: Lady of the Cove Catholic Church and Branson Christian Church• Schools: Hollister School District, College of the Ozarks, Ozark Technical Community College: Hollister

Donations from food collection bins will be sent to North Stone County Food Pantry and Cam Food Pantry.

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Public Relations

Activites for promoting a healthy lifestyle:Heart Obstacle Course• Objectives: Discuss and learn key terms associated with the heart. Learn how the heart transports

blood throughout the body and the importance of the heart.

• Materials Needed: Red and blue gym floor tape, red and blue hula hoops, tumbling mats, scooters, balance beam, red and blue dodgeballs, two buckets, labels for parts of the heart, and music.

• Set-Up: • Using the red and blue gym floor tape, form a large heart that fills the entire gym. • Use red hula hoops that stand vertically for arteries and vertical blue hula hoops for veins. • Tape arrows on the floor to provide direction for the children. • Make labels for the different parts of the heart and attach them to hoops or cones as needed. • Place 20 red dodgeballs to represent the oxygenated blood in a bucket located by the lungs, and 20 blue dodgeballs to represent deoxygenated blood in a bucket at the area between the red and blue capillaries. • Within each chamber of the heart, place equipment for a physical activity that can be done while the child is in that chamber. Examples include: a mat to do log rolls, hopscotch, a balance beam, or a scooter to ride around a designated path.

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Public Relations

• How To Play: The activity begins in the “lungs.” The students picks up a red dodgeball (oxygenated blood) while standing in the lungs and takes a deep breath. They follow the arrows that lead them into the left atrium to play hopscotch. Then the child crawls through an obstacle that is labeled the mitral valve. Once in the left ventricle, students ride a scooter around an arrowed path and follow the arrows to the aortic valve into the aorta. Students follow the arrows around the outside of the heart and make their way through the vertical hula hoops that serve as the arteries, arterioles and small capillaries. In the capillaries, a gas exchange takes place and students leave the red dodgeball in the box. Students then take an exercise card out of the exercise bucket and perform the exercise. Students then pick up a blue dodgeball from the box and crawl through the blue capillaries and veins until they get to the top of the “heart.” Students enter the heart through a hoop labeled the vena cava (this is where all blood enters the heart). Students are now in the right atrium. They lie on the mat and perform a log roll down the mat while holding onto the blue deoxygenated dodgeball. They crawl through the tricuspid valve into the right ventricle. While in the right ventricle, they walk across balance beams that are placed in the shape of a “V.” Students then travel through the pulmonary valve, then through the pulmonary artery and back into the lungs, where the process begins again. Students place the deoxygenated blue dodgeball in the box as they exhale and pick up an oxygenated red dodgeball to begin the trip again.

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Public Relations

Activities for promoting a healthy lifestyle:Healthy Highway• Objectives: Students will be able to identify health risk factors and understand the importance of

exercise. • Materials Needed: Cones, masking tape, paper signs indicating risk factors, signs indicating “Land of

Health,” poster board, and markers.

• How to Play: Students begin at the starting line and move along the line through each risk factor area without being tagged. The final destination is the “Land of Health.” Each risk factor the students encounter will have two taggers on the line. The taggers may move side to side on the line and reach out to tag, but their feet must stay on their lines. If a student is tagged, he or she must step outside the cones and return to the starting line to start over. When a student reaches the “Land of Health,” he or she marks a tally on the poster board by his or her name and then heads back to the starting line to begin again. Taggers are changed every two to three minutes.

*Other activities similar to Heart Obstacle Course and Healthy Highway available at http://www.heart.org/idc/groups/heart-public/@wcm/@fdr/documents/downloadable/ucm_467893.pdf

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Healthy Highway Diagram

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Public Relations

Activities to encourage exercise:• Invite College of the Ozarks athletes to come to schools and talk about how sports have improved the

quality of their lives.• Playing tag and running• Team sports and individual sports• Healthy Highway• Heart Obstacle Course

Promote good hygiene:• Invite dentist or dental hygienist to visit the school to talk about the effects of bad dental hygiene and

how to practice good hygiene. o Ask dentist or dental hygienist to donate dental hygiene items to use as trivia prizes

Education of substance abuse:• Presentation showing the consequences of drug use: o Health issues o School failure o Criminal actions

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Public Relations

OWNit High School ProgramThe OWNit High School Program is a subset of the OWNit KIDS Program that targets students age 14 to 18 years old. The idea of this program is to include older students in order to reach more of the student body. It’s objective is to familiarize high school aged students with the importance of overall health. To do this, high school students will be participating in the OWNit KIDS Program as mentors to the elementary students. By mentoring the elementary students, high school students will be able to earn their mentoring hours that are required for the A+ Scholarship.

High school students role:• Mentor elementary students during the OWNit KIDS Program to earn A+ Scholarship mentoring hours• Learning the importance of health and wellness through the OWNit KIDS Program• Serve as role models for the elementary students

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Budget

For this marketing campaign, OWNit did not have a predetermined budget. Understanding that OWNit does not have a lot of funding, Fuse Integrated Communications took full advantage of nonprofit free resources and kept spending to a minimal.

Creative Items Vendors Quantity Price CPM Total Brochures Overnight Prints 1000 $ .12 $ 124.75 $ 124.75 Flyers Overnight Prints 250 $ .43 $ 434.20 $ 108.55 Billboard 2 $ 300.00 $ 600.00 Website Enhancements

Digital Medium 2 Hours $ 80.00 $ 160.00

Videographer C of O Student 2 Hours $ 250.00 $ 500.00 1,493.30

Events Items Vendors Quantity Price CPM Total OWNit KIDS Program: Heart Obstacle: Scotch Duct Tape -Red Wal-Mart 3 $ 3.28 $ 9.84 Scotch Duct Tape -Blue Wal-Mart 3 $ 3.28 $ 9.84 Healthy Highway: Masking Tape 2” Wal-Mart 4 $ 2.48 $ 9.92 Poster Board 11” X 14” Wal-Mart 1 $ 2.00 $ 2.00 Crayola 64 Marker Set Wal-Mart 1 $ 19.97 $ 19.97 Hunger Banquet: Flyers Overnight Prints 150 $ .68 $ 676.67 $ 101.50 Postcards Overnight Prints 200 $ .24 $ 237.50 $ 47.50 Low Income Meals Jamie’s Creative

Catering 54 $ 8.00 $ 432.00

Low/Mid Income Meals Jamie’s Creative Catering

30 $ 10.00 $ 300.00

Middle Income Meals Jamie’s Creative Catering

74 $ 15.00 $ 1,110.00

Mid/High Income Meals Jamie’s Creative Catering

36 $ 17.00 $ 612.00

High Income Meals Jamie’s Creative Catering

6 $ 26.00 $ 156.00

Kids Meals Jamie’s Creative Catering

50 $ 4.00 $ 200.00

Garden Signs Imprints.com 12 $ 8.99 $ 107.88 Collection Bins 18”X18”X24”

Wal-Mart 30 $ 1.32 $ 39.60

Facebook: Purchasing “Likes” Facebook 91 $ 5.00 $ 455.00 Production Cost (5%) $ 255.32 Total Event Budget $ 3,868.37 Total Creative Budget $ 1,493.30 Total Budget $ 5,361.67

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Budget

Creative Items Vendors Quantity Price CPM Total Brochures Overnight Prints 1000 $ .12 $ 124.75 $ 124.75 Flyers Overnight Prints 250 $ .43 $ 434.20 $ 108.55 Billboard 2 $ 300.00 $ 600.00 Website Enhancements

Digital Medium 2 Hours $ 80.00 $ 160.00

Videographer C of O Student 2 Hours $ 250.00 $ 500.00 1,493.30

Events Items Vendors Quantity Price CPM Total OWNit KIDS Program: Heart Obstacle: Scotch Duct Tape -Red Wal-Mart 3 $ 3.28 $ 9.84 Scotch Duct Tape -Blue Wal-Mart 3 $ 3.28 $ 9.84 Healthy Highway: Masking Tape 2” Wal-Mart 4 $ 2.48 $ 9.92 Poster Board 11” X 14” Wal-Mart 1 $ 2.00 $ 2.00 Crayola 64 Marker Set Wal-Mart 1 $ 19.97 $ 19.97 Hunger Banquet: Flyers Overnight Prints 150 $ .68 $ 676.67 $ 101.50 Postcards Overnight Prints 200 $ .24 $ 237.50 $ 47.50 Low Income Meals Jamie’s Creative

Catering 54 $ 8.00 $ 432.00

Low/Mid Income Meals Jamie’s Creative Catering

30 $ 10.00 $ 300.00

Middle Income Meals Jamie’s Creative Catering

74 $ 15.00 $ 1,110.00

Mid/High Income Meals Jamie’s Creative Catering

36 $ 17.00 $ 612.00

High Income Meals Jamie’s Creative Catering

6 $ 26.00 $ 156.00

Kids Meals Jamie’s Creative Catering

50 $ 4.00 $ 200.00

Garden Signs Imprints.com 12 $ 8.99 $ 107.88 Collection Bins 18”X18”X24”

Wal-Mart 30 $ 1.32 $ 39.60

Facebook: Purchasing “Likes” Facebook 91 $ 5.00 $ 455.00 Production Cost (5%) $ 255.32 Total Event Budget $ 3,868.37 Total Creative Budget $ 1,493.30 Total Budget $ 5,361.67

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Media Plan

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

4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 Social Media: Instagram

Facebook

Published “Likes”

Events: Hunger Banquet

Flyers

Radio Advertisements

OWNit KIDS

Food Collection for the Food Pantry

Creative: Brochures

Flyers

Billboard

Website Updates

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Measurement

Tracking Success:• Keeping track of attendance for every meeting• Measure current attendees and new attendees over the course of the next year • Suggest keeping track of attendance at each meeting for overall growth rates• Track growth of current events • Track social media analytics weekly• Note increase of Facebook “likes” • Note new Instagram “followers” • Measure how well the promotional strategies reach the specific target markets• Track website hits• Track success of communication pieces, such as the brochures and flyers• Brochures will be tracked by continually checking the hotels to see the amount of brochures taken• The Hunger Banquet flyers will be tracked by how many people RSVP• Survey community members to find out their perceptions and misperceptions on wellness• Record answers of current members of OWNit as to why they joined the program and what specifically

attracted them• Keep donors interested by showing them the analytics of OWNit’s progress

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Suggestions

Below are ideas that Fuse Integrated Communications suggests to further increase efficiency to consider once OWNit has put this marketing campaign into effect:

• Collect information from those that join the OWNit contributing team and form a database. This database can then be used to send monthly newsletters about events and the progress OWNit is making in building a healthier community.

• Stickers on doors and cars in the future once being a supporter of OWNit becomes a social image

• Search engine optimization to make OWNit appear when searched instead of having to search “Ozarks Wellness Network.”

• Based on the success of The Hunger Banquet, consider making the event an annual fundraising event.

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Conclusion

Through this plansbook, Fuse Integrated Communications has offered a way for Ozarks Wellness Network to develop a stronger brand identity and increase awareness of what OWNit has to offer and can provide for the community members of Stone and Taney Counties. Our campaign includes a fundraising event, an educational opportunity for students, donations to the local food pantries, website improvements, increase in social media, brochures and flyers, a billboard campaign, and garden signs for the current OWNit community gardens. All of these efforts are communication pieces that contain information about OWNit’s initiatives and objectives that reach out to each target market. The target markets should understand what OWNit is, why it is important, and what it has to offer in the name of wellness and prevention through all of the communication pieces mentioned in this plansbook.

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References

http://www.ozarkswellnessnetwork.org/

www.overnightprints.com/flyers

http://www.overnightprints.com/brochures

http://www.bransontrilakesnews.com/news_free/article_b1b21d50-da2c-11e4-9cc7-6b6a5d2cd799.html#.VS_3e2uZIbY.facebook

http://www.taneycohealth.org/download/heal_grant_award_2_2015.pdf

http://www.jamiescreativecatering.com/

http://www.lamar.com/springfield

https://www.diosav.org/sites/all/files/socialservices-ORB-hunger-banquet-setup.pdf

www.factfinder.census.gov

www.quickfact.census.gov

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References

www.imcloveinc.org

www.jesuswashomeless.org

http://www.heart.org/idc/groups/heart-public/@wcm/@fdr/documents/downloadable/ucm_467893.pdf

https://www.facebook.com

http://www.walmart.com

https://instagram.com

Ozarks Wellness Network

Marketing

Transcript of Ozarks Wellness Network