Senior Friendship Health Center - Amanda Putnik · 1 Senior Friendship Health Center “You’re in...

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Senior Friendship Health

Center

“You’re in Good Company”

Y-GEN Agency:

Maximillian Costanzo, Carlie Martin-Vegue, Tyler Olejarz,

Rachel Shulman, Amanda Putnik

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Table of Contents

Executive Summary…………………………………………………………………………… 3 Situation Analysis………………………………………………………………………………… 4

Background of Client…………………………………………………………………. 4 Background of Issue/Opportunity……………………………………………… 5 SWOT Analysis…………………………………………………………………………… 5

Primary Research………………………………………………………………………… 6 Secondary Research…………………………………………………………………… 9 Challenge/Opportunity Statement……………………………………………… 11

Target Audiences………………………………………………………………………… 11 Key Messages……………………………………………………………………………… 13 Action Phase………………………………………………………………………………………… 14

Campaign Tagline……………………………………………………………………… 14 Theme………………………………………………………………………………………… 14

Ultimate/Overall Goal………………………………………………………………… 14

Sub-Goal 1: Awareness Campaign…………………………………………… 15

Good Company, Good Food events………………………………… 15

Good Companies Partnerships………………………………………… 20

Press Release…………………………………………………………………… 21

Sub-Goal 2: Patient Recruitment……………………………………………… 23

Brochure…………………………………………………………………………… 23

Good Company, Good Times events……………………………… 25

Health on Wheels……………………………………………………………… 30

Sub-Goal 3: Volunteer Recruitment………………………………………… 33

Volunteering……………………………………………………………………… 33

Business Cards………………………………………………………………… 34

Social Media Campaign…………………………………………………… 35

Implementation Phase………………………………………………………………………… 41

Budget………………………………………………………………………………………… 42

Timeline……………………………………………………………………………………… 43

Evaluation Phase…………………………………………………………………………………… 44

Suggestions………………………………………………………………………………… 44

Appendix………………………………………………………………………………………………… 45

Appendix A………………………………………………………………………………… 46

Appendix B………………………………………………………………………………… 52

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EXECUTIVE SUMMARY

When the Senior Friendship Health Center first approached us with

different opportunities for improvement we were excited to create a detailed

campaign that focused on increasing brand awareness, and recruitment and

retention efforts of volunteers and patients. Senior Friendship Health Center

is unique in that it serves 200 percent of the poverty level in the Southwest

Florida (SWFL) community and offers a sliding fee scale in order to better

accommodate patients. This reinforces the value of serving the elderly in a

friendly atmosphere and our campaign theme of being in good company.

The message Y-GEN Agency aims to drive home with the target

audiences is the idea that Senior Friendship Health Center offers a friendly

atmosphere where the staff show compassion and care for the wellbeing of

their patients and volunteers. The idea that you are “In Good Company”

when you’re with Senior Friendship Health Center provides a welcoming

environment for seniors, especially in stressful times when dealing with

health concerns and financial struggles. The Senior Friendship Health Center

communicates “Good Company” ideals to the target audiences by making

the prosperity of its patients the number one priority and leaving other

things, such as payment, to a lesser importance. Health comes first to the

volunteers and staff at Senior Friendship Health Center, and the value of

that removes some of the stresses that go along with healthcare for the

elderly.

SITUATIONAL ANALYSIS

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THE SITUATION

Background of Company

Senior Friendship Health Center is a health

center providing medical and dental care to seniors

who are over 50 years old, Collier county residents,

and are near Federal Poverty Guidelines. The

organization offers medical services including

primary care, specialty care, dental services, chronic

disease care and community education programs. The health center was

founded in September 1985 in Sarasota, by William Geenen with a mission

to assist seniors in the SWFL community to be able to live with dignity and

independence. This mission led to the belief of “People Helping People” a

system shaped by volunteers dedicated to providing quality care to those in

need.

Its top priority is to provide quality medical care to patients to improve

their engagement, nutrition, and overall health. The health center operates

under the Collier County Department of Health. The organization’s mission

and guiding statement is “To promote health, dignity and quality of life

throughout the journey of aging” and “People Helping People”. The health

center offers flexible payment plans, minimal patient requirements, a variety

of medical specialities (gynecology, dermatology, ophthalmology,

orthopedics, cardiology, endocrinology, ENT, geriatric care, neurology,

pulmonology, among others), and a variety of dental services (Fillings,

dentures, crowns, bridges, x-rays, dental exams, and oral surgery)

The health center is primarily volunteer based and consists of

physicians, dentists, nurses, and support staff, that have all been registered

and screened through the local Department of Health. The experienced

volunteers create a multidisciplinary team that donates a few hours each

week to give back to those in the community in need. The Senior Friendship

Health Center of Collier County has a Leadership Board that consists of

members of the community who are dedicated to increasing community

awareness and fundraising efforts for the organization. Their partners consist

of the Moorings Park Foundation and Health Care Network of Southwest

Florida.


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Background of Issue/Opportunity

Senior Friendship Health Center has identified several needs that will

be addressed throughout our campaign efforts. The client has identified a

few areas for improvement including the lack of community awareness of

organization and location, low patient recruitment efforts, and the need for

more volunteers.

The opportunity Y-GEN Agency would implement with the Senior

Friendship Health Center is a campaign that increases the organization’s

community awareness and recruitment efforts. Specifically, increasing the

overall community awareness of the organization itself, the new location of

the health center, and the medical services it provides. Y-GEN Agency is

aiming to increase recruitment efforts for volunteers specifically physicians,

dentists, nurses, students, and support staff, and it would be beneficial if

they also are multilingual. The patient outreach includes creating and

providing simple and accessible resources for patients to utilize.

SWOT Analysis

Company SWOT:

Strengths:

● Non-Profit Organization

● Providing Low-Price Services

● Patient acceptance

● Quality Physicians & Staff

● Medical & Dental Services

● Location (across from St.

Matthews house)

● Payment Plans

● Volunteer Base of physicians,

dentists, and support staff

● Leadership Board

● Family Oriented Staff

Weaknesses:

● Language barrier between

staff and patients

● Short staffed

● Lack of fundraising events

● Lack of social events

● No social center

● No social media

● Poor communication with

patients

● Organization’s name

● Confusion if it is a walk-in,

urgent care, or free center

Opportunities:

● Staff/volunteer recruitment &

retention

● New ways to reach patients

Threats:

● Stereotype that this

demographic of patients in

SWFL is “well off”


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● Church outreach (St.

Matthews)

● Accessible transportation

services around SWFL

● Lack of donations

● Competitor companies

● Seasonality of SWFL

● Accessibility to health center

● Confusion of organization’s

title

Challenge/Opportunity SWOT:

Strengths:

● $10,000 Marketing Budget

● Adding social media platforms

● Organization is open to change

Weaknesses:

● Lack of community awareness

● Lack of multilingual volunteers

● Short-term volunteers

● Patients lack of technology

access

● New location information

Opportunities:

● Community Engagement

Events

● Building Media Contacts

● Increase brand awareness

● Increase volunteer recruitment

efforts

● Retain volunteers long-term

● Increase patient attendance

Threats:

● Volunteers Inconsistency

● Social Status

Primary Research

Surveys:

Patient Survey:

Our agency conducted a Survey Monkey with individuals in order to

learn more about their expectations when receiving medical care. Refer to

Appendix A for all survey results.


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Volunteer Survey:

Our agency conducted a Survey Monkey with individuals that volunteer

in the community, in order to learn more about our target audience and how

to reach them. Refer to Appendix B for all survey result


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Secondary Research

O'Connor, C. J. (2006). Visioning the future: Health care for the elderly

(Order No. 3210191). Available from ABI/INFORM Collection; ProQuest

Central; ProQuest Dissertations & Theses A&I; ProQuest Dissertations &

Theses Global. (305355443). Retrieved from

http://ezproxy.fgcu.edu/login?url=https://search.proquest.com/docview/305

355443?accountid=10919

This dissertation from Arizona State University focused on the topic of

“Visioning the future: Health care for the elderly”. The dissertation details

how the future of healthcare needs to be radically changed and fit to the

needs of the ever rising portion of the elderly population, which in hang

increases the need of medical services to this target. Some of the key

factors the author identified that would help build the future of healthcare

would be focusing on the elderly of our country’s health status, access to

healthcare services, social factors, and financial status. By effectively

communicating these factors to our audiences it will in hand increase brand

awareness, translating the specifics of how the organization can help the

Southwest Florida elderly community.

Eckelbecker, L. (2006, Dec 14). Low-income elderly need help ; social

security is not enough. Telegram & Gazette Retrieved from

http://ezproxy.fgcu.edu/login?url=https://search.proquest.com/docview/268

977350?accountid=10919

This article provides insight on elderly financial stability. Often elderly

people only have Social Security as a form of income and the average Social

Security payment is $12,024 per year for a single person. The annual

expenses for an elderly couple can range from $25,387 to $29,045 a year,

while the average Social Security payment for a couple is $19,776 per year.

It is stated that their costs for housing and healthcare are well above

affordable measures in relation to an income based solely on Social Security.

Living off of an income based only on Social Security is below what the

federal government considers the poverty level. The article explains that

seniors with more extensive health issues can acquire up to $40,000 more in

expenses a year.


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Freeman, L. (2018, January 19). Leaders on aging prepare for funding cuts

for senior services. Retrieved from

https://www.naplesnews.com/story/news/health/2018/01/18/aging-leaders-

prepare-funding-cuts-senior-services/1035834001/

In this article, we learned that there is a group lobbying for $12.4

million dollars for community care centers around the state of florida.

Although, this might sound good at first glance, this would be pushing the

elderly away from home care and into nursing homes. The number at risk

would be around 6,000 people just from Senior Friendship Health Center.

This is affecting more than just the Senior Friendship Health Center; places

like Serving Health Insurance Needs of Seniors also known as “SHINE” are

looking at possible funding cuts.

Bringle, R. G., & Hatcher, J. A. (1996). Implementing Service Learning in

Higher Education. The Journal of Higher Education,67(2), 221-239.

doi:10.1080/00221546.1996.11780257

This article highlights how service learning in universities can benefit

and educate students. These programs make students better citizens and

helps to improve the surrounding community. Service learning also helps to

build partnerships with organizations that students are volunteering with.

Universities have resources that community partners have access too once

they have students from that university volunteering for them. The recent

interest in service learning has been strengthened by the work of national

organizations interested in combining service and education. The relationship

between the community partner and the students is mutually beneficial.

Holt-Lunstad J., Smith TB., Layton JB. (2010, Jul 27) General format.

Retrieved from https://www.ncbi.nlm.nih.gov/pubmed/20668659/

This article gives statistics that show that as people age, their social

relationships are a determining factor in their mortality rates. As people age,

the more social connections that they report having, the longer and healthier

they are predicted to live. These statistics were gathered and compared from

over 137 different surveys, and supports the statement that people who are

in good company, are more healthy.


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Challenge/Opportunity Statement

The Senior Friendship Health Center’s challenge is the inability to

recruit new patients and retain volunteers long-term, who stay in the local

SWFL community. The next challenge would be raising brand awareness for

the organization, specifically patient services, qualifications, benefits, and

additional medical resources. The opportunity for the organization would be

to broaden the reach of Senior Friendship Health Center’s mission, services,

and locations to potential volunteers and patients in the SWFL community.

This would be done by creating a strategic campaign that focuses on

increasing brand awareness and overall recruitment efforts for the

organization.

Target Audiences

Primary Audience:

Patients: We are targeting elderly individuals in the SWFL community

ranging from ages 50 years old and older. Both male and female individuals

who are in the lower class and are within or near the Federal Poverty

Guidelines. These individuals are ethnically diverse. Their income level would

be less than $15,000. On average, they live in a one person household size.

These individuals vary on education level; 32% having only a high school

diploma.1

Volunteers: We are targeting volunteer medical staff in SWFL

community who can assist in any operations within the facility. They are 46-

50 years old. The average income for these volunteer range from $75,000 to

$99,000. The majority, 28%, of the target audience have completed some

college. They live comfortable lifestyles, are confident consumers, and active

1 Experian Marketing Services. (n.d.). Type S71: Tough Times. Mosaic USA. Retrieved April 17, 2018

from DemographicsNow database.


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with their kids. They live in established suburbs. Their communication

preferences are television, mail, and radio.2

College students are a second volunteer demographic Y-GEN Agency is

targeting. Students that attend Florida Gulf Coast University are driven to

give back to the community through volunteering. They are 19-24 years old.

They have an average income of less $15,000. This target audience lives

active lifestyles; they are risk takers, single, and educated. The majority of

this audience has some college experience.3

Secondary Audience:

Family of patients: Y-GEN Agency is targeting middle-aged family

members of patients. They range from ages 45-50 years old. These

individuals work full-time and their income level would average at $50,000-

2 Experian Marketing Services. (n.d.). Type D16: Settled in Suburbia. Mosaic USA. Retrieved April 17,

2018 from DemographicsNow database. 3 Experian Marketing Services. (n.d.). Type O53: College and Cafes. Mosaic USA. Retrieved April 17,

2018 from DemographicsNow database.


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$74,999. They would be married with 7-9 children. These individuals receive

their communication through mail and radio. This target audience lives in

multigenerational households. They are middle-class comfort, bargain

hunters, and patriotic. 4

Key Messages

Primary Audience (Patients & Volunteers):

• “You’re always in Good Company with Senior Friendship Health

Center.”

• “Our Good Company provides great healthcare for you.”

• “Our healthcare is affordable.”

• “Share your Good Company with us.”

• “We offer volunteer opportunities for all ages.”

Secondary Audience (Families of Patients):

• “Your loved ones are always in Good Company at Senior Friendship

Health Center.”

• “We care for the elderly community.”

4 Experian Marketing Services. (n.d.). Type I31: Blue Collar Comfort. Mosaic USA. Retrieved April 17, 2018 from DemographicsNow database.

ACTION PHASE

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ACTION PHASE

Campaign Tagline

“You’re in Good Company”

Theme

For this campaign, Y-GEN Agency wanted the target audiences to

understand that Senior Friendship Health Center is more than a medical

center, it is a place of serenity. Senior Friendship Health Center is a place

where seniors in the Collier County community can find good company and

have good times. A person’s senior years can be difficult when faced with

medical problems and on top of that financial problems. Senior Friendship

Health Center strives to bring seniors back their golden years, by giving

them peace of mind both medically and financially.

Y-GEN Agency’s campaign aims to focus on the idea that being

surrounded by good company can improve your quality of life. Senior

Friendship Health Center is a place where you can make lasting friendships

and find a family. Here you can find people that truly care about not only

your physical well being but also about you as a person.

Ultimate/Overall Goal

Increase awareness of the Senior Friendship Health Center and the services

it offers to seniors in the Southwest Florida community.

ACTION PHASE

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Sub-Goal 1

Awareness Campaign

Objective 1

Over a 12 month period, Seniors Friendship Health Center will have

held 4 informational event dinners, created community partnerships, and

used a press release to reach our primary and secondary audiences.

Objective 2

Increase overall brand awareness of Senior Friendship Health Center

and its medical opportunities through an awareness campaign by 25% in 12

months compared to the overall brand awareness in 2017.

Strategy

Develop an awareness campaign that informs our audiences of the

medical opportunities available and the Good Company environment of

Senior Friendship Health Center.

Rationale

These tactics will help inform the SWFL community of the Senior

Friendship Health Center’s medical services offered, news updates, and

partnerships. By executing these tactics this will in help to increase brand

awareness amongst target audiences in the surrounding community.

Tactic 1

Good Company, Good Food Events:

Senior Friendship Health Center will be holding 4 informational dinners

throughout the 12 month period for future patients, volunteers, and

community partnerships. Each event will feature a spokesperson sharing the

mission, benefits, and “Good Company” of the organization. The dinners will

be free and have a lively environment.

Each dinner will have a theme to determine the type of food offered

and the location. The kickoff event should feature an employee of

importance to best share the values and mission of Senior Friendship Health

Center. The following events can feature long-term volunteers that have had

a great and motivating experience, patients that have been strongly

impacted by Senior Friendship Health Center, or community partners that

AWARENESS CAMPAIGN

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have seen the mission in action and stand behind Senior Friendship Health

Center. Good Company, Good Food events can be held every three months

on the second Saturday. Flyers for the events should be dispersed at the

center, on the Health on Wheels: Bringing Good Company to You, and other

high traffic locations for target audiences.

Events Dates and Locations:

Kickoff Dinner - June 9, 2018 at 4:00 p.m. - East Naples Community Park

BBQ Picnic - September 8, 2018 at 4:00 p.m. - East Naples Community Park

Holiday Dinner - December 8, 2018 at 4:00 p.m. - Bellasera Hotel

Italian Dinner - March 9, 2019 at 4:00 p.m. - Bellasera Hotel

Budget:

Kickoff Dinner - Location ($0), Mission BBQ Catering ($300)

BBQ Picnic - Location ($0), Food donations from Lucky’s Market ($0)

Holiday Dinner - Location ($120-150)5, Mission BBQ Catering ($300)6

Italian Dinner - Location ($120-150), Catered by Valento's Pizza & Hoagies

($300)7

Total = $1,200

5 Bellasera Hotel Booking. (n.d.). Retrieved from https://www.eventective.com/naples-fl/bellasera-hotel-

35274.html 6 Mission BBQ Catering. (n.d.). Retrieved from

https://mission-bbq.com/catering 7 Valentos Catering. (n.d.). Retrieved from https://www.ezcater.com/catering/valentos-pizza-and-hoagies-

naples

AWARENESS CAMPAIGN

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AWARENESS CAMPAIGN

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AWARENESS CAMPAIGN

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AWARENESS CAMPAIGN

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Tactic 2

Good Companies Partnerships:

The Senior Friendship Health Center will be partnering with a variety of

companies in the Southwest Florida community. These different companies

would donate charitable contributions on a regular basis and would be

showcased as being a part of our Good Companies Partnerships. Some

examples of companies we would partner with would be Gulfshore Life,

Naples Community Hospital and Harry Chapin Food Bank of Southwest

Florida.

The benefit for “Good Companies” that partner with Senior Friendship

Health Center will be to receive promotion at our events, on our website,

and in the community. The partnerships will create credibility for Senior

Friendship Health Center through being supported by strong, recognizable

companies. This will also serve as a great networking opportunity to

establish more connections with potential patients, volunteers, or investors.

AWARENESS CAMPAIGN

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Tactic 3

Press Release for Good Company:

Y-GEN Agency has prepared a press release announcing the

informational dinners that the Senior Friendship Health Center will be

hosting over the 12 month period. This press release will be sent to various

news outlets in the Southwest Florida area, such as Naples Daily News and

Gulfshore Life, to inform the surrounding community of the kickoff event and

the following events. This will be an effective way to reach the target

audience because these are not only reputable sources, but also use a

channel that reaches the elderly community. According to the Pews Research

Center8, the highest population to read print newspapers are in the 55 years

and above range.

8 Pews Research Center. (n.d.). Retrieved from

http://www.people-press.org/2012/09/27/section-1-watching-reading-and-listening-to-the-news-3/

AWARENESS CAMPAIGN

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FOR IMMEDIATE RELEASE

Senior Friendship Health Center Invites You to Good Food, Good Company Events

Health Center Leader of SWFL Hosts Free Dinners for Community

NAPLES, Fla. (June 1 2018) – Senior Friendship Health Center is inviting the SWFL community

to enjoy a free meal and be surrounded by good company. The Good Food, Good Company

Dinners will be held over a 12-month span and offered to patients, volunteers, and community

partners in the local community.

Each dinner will have a theme and spokesperson, sharing personal testimonies of how Senior

Friendship Health Center has impacted their lives. This will be a great opportunity for members

of the community to learn more about what the Senior Friendship Health Center has to offer and

be in good company forming relationships with others at the events.

Our dinner events will begin with the Kickoff Dinner on June 9, 2018 from 4:00 p.m to 8 p.m. at

East Naples Community Park. The BBQ Picnic will be on September 8, 2018 from 4:00 p.m. to

6 p.m. at East Naples Community Park. The Holiday Dinner will be on December 8, 2018 from

4:00 p.m. to 8 p.m. at the Bellasera Hotel. The last dinner event will be an Italian Dinner on

March 9, 2019 from 4:00 p.m. to 8 p.m. at the Bellasera Hotel.

“These dinners will be amazing opportunity for us to connect with different members of the

SWFL community,” said Erin McLead, CEO of Senior Friendship Health Center. “We are

ecstatic to tell the community how our organization is bringing good company through our

overall mission and these events.”

About Senior Friendship Health Center Collier County

The Senior Friendship Health Center is a non-profit network that provides medical and dental

services to elderly patients 50 years old and over. It seeks to promote health, dignity and quality

of life throughout the journey of aging. The Senior Friendship Health Center serves five different

counties in the Southwest Florida community, including our location in Collier County. For more

information, visit our website or call 239-566-7425. Follow us on Facebook.

###

http://friendshipcenters.org/locations/collier-county

https://www.google.com/search?rlz=1C1GCEA_enUS744US744&ei=ZFLdWv3dJITxzgLnxaLQDQ&q=senior+friendship+health+center+&oq=senior+friendship+health+center+&gs_l=psy-ab.3..35i39k1l2j0j0i22i30k1l2j38.5998.5998.0.6159.1.1.0.0.0.0.63.63.1.1.0.foo%2Ccfro%3D1%2Ckpnr%3D200...0...1.1.64.psy-ab..0.1.63....0.cx3-NK5gvaU

https://www.facebook.com/friendshipcenters/?fref=ts

PATIENT RECRUITMENT

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Sub-Goal 2

Patient Recruitment

Objective 1

By the end of the 12 month implementation period, the average

number of patients ages 50-95 years old receiving medical services through

Senior Friendship Health Center will increase by 25% compared to the

average number of patients in 2017.

Objective 2

Increase the percentage of patients that utilize the services provided

by Senior Friendship Health Center of Collier County through the distribution

of a brochure, conducting social events, and a Health on Wheels: “Bringing

Good Company to You” bus.

Strategy

To promote the Senior Friendship Health Center through creating

simple and accessible resources for patients to utilize and experience to

create the Good Company atmosphere.

Rationale

These tactics will further promote the services offered to potential

patients of the Senior Friendship Health Center by providing personal

experiences to the community. From our findings in our Patient Survey9, Y-

GEN Agency found that potential patients value accessibility and friendliness

most when receiving medical services. Y-GEN Agency utilized these two

values in our tactics to attract potential patients to better learn and take

advantage of what the Senior Friendship Health Center has to offer.

Tactic 1

Brochure:

A brochure about the Senior Friendship Health Center will be

distributed on FGCU’s campus, on the Health on Wheels: Bringing Good

Company to You bus, at social and informational events, the Senior

Friendship Health Center location, and to locations that low-income people

and the general population frequently visit, as well as organizations that

9 Primary Research: Survey Monkey.

PATIENT RECRUITMENT

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include helping those with lower incomes in their mission. The main locations

will be the center itself, Pine Ridge Road Farmers Market, Dollar Stores in

Naples, St. Mathews House, and the First Baptist Church of Naples. The

brochure will include the Senior Friendship Health Center’s mission

statement, the logo, a description of the health services offered, and contact

information.

Print: VistaPrint Custom Brochure10

(Brochure Front)

10 VistaPrint Custom Brochure Pricing. (n.d.). Retrieved from https://www.vistaprint.com/marketing-

materials/brochures?txi=17051&xnid=TopNav_Brochures+(Clone)+(linked+item)_Marketing+Materials&xnav=TopNav

PATIENT RECRUITMENT

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(Brochure Back)

Tactic 2

Good Company, Good Times Events:

Senior Friendship Health Center will be hosting social events

throughout the 12 month period to offer to patients in Collier County. These

events will revolve around health and wellness themes, to reinforce the

mission of the Senior Friendship Health Center and campaign tagline. All of

the events will be free activities at locations near the Senior Friendship

Health Center. These events will help increase the number of patients at the

health center, due to feeling more comfortable because they are in good

company with people from these events.

PATIENT RECRUITMENT

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The Senior Friendship Health Center will be holding 4 social events for

patients, volunteers, and community members. The events will be held

consistently at 4:00 p.m. at the St. Matthews House or another location. The

events include a fitness Friday, cooking class, dance class, and water

aerobics.

Event Dates & Locations:

Fitness Friday - August 8, 2018 at 4:00 p.m. - St. Matthews House

Cooking Class - November 7, 2018 at 4:00 p.m. - St. Matthews House

Dance Class - February 13, 2019 at 4:00 p.m. - St. Matthews House

Water Aerobics - April 17, 2019 at 4:00 p.m. - Naples YMCA

Event Descriptions & Budget:

Fitness Friday: A fun fitness class offered to get patients up and moving.

This would be a restorative yoga class that includes upbeat music and a

trained fitness instructor. This is a great way to learn new fitness moves and

have fun with friends. For the class, a yoga instructor11 would cost

approximately $20 per hour, which would total to $40 for the event.

Cooking Class: A cooking class offered to teach patients new healthy and

hearty meal recipes. It would be taught by a professional who would walk

the class through making a healthy meal. The class will learn how to make

zucchini salad which is very nutritious and tasty too. The cooking instructor12

would cost $18 per hour, which would total to $36 for the event.

Dance Class: An opportunity for patients to shake, dance, and have fun. It

would be a 1920s swing themed class, taught by a dance instructor.13 The

dance instructor would cost approximately $20 per hour, which would total

to $40 for the event.

Water Aerobics: A fun way to cool off from the heat and get moving. This

would be at the Naples YMCA Swim Facilities and taught by a water aerobics

instructor14 who would cost approximately $18 per hour, which would total

to $36 for the event.

11 Payscale Yoga Instructor Salary. (n.d.). Retrieved from

https://www.payscale.com/research/US/Job=Yoga_Instructor/Hourly_Rate 12 Cooking Instructor jobs. (n.d.). Retrieved from

https://www.indeed.com/q-Cooking-Instructor-jobs.html 13 Payscale Dance Instructor. (n.d.) Retrieved from

https://www.payscale.com/research/US/Job=Dance_Teacher/Hourly_Rate 14 Water Aerobics Instructor jobs. (n.d.). Retrieved from https://www.indeed.com/q-Water-Aerobics-

Instructor-jobs.html

PATIENT RECRUITMENT

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PATIENT RECRUITMENT

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PATIENT RECRUITMENT

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PATIENT RECRUITMENT

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Tactic 3

Health on Wheels- Bringing Good Company to You:

Senior Friendship Health Center will have a Health on Wheels: Bringing

Good Company to You bus15 that parks at popular gathering places in the

target community conducting minor medical and dental services while

sharing information about Senior Friendship Health Center. Through the

research16 that was previously stated, it was found that accessibility was of

high importance to patients. Health on Wheels: Bringing Good Company to

You bus creates accessibility by providing an introductory service to

prospective patients. The bus will offer a brief medical or dental

examination. More in-depth services can be suggested and an appointment

can be scheduled. This opens the door to new patients and draws them back

by providing the Good Company experience and exemplifies the care Senior

Friendship Health Center offers.

The bus will feature the campaign logo17 and require an estimated

three month production time.

Locations:

Immokalee

Med Farms - 250 S Bridge St, LaBelle, FL 33935

Pura Vida Farms- 28405 Immokalee Rd, Immokalee, FL 34142

Naples

Whistlers Cove-11400 Whistlers Cove Blvd, Naples, FL 34113

Walmart Supercenter- 6650 Collier Blvd, Naples, FL 34114

Y-GEN Agency chose these locations because they are high in population for

our target audience. Low-income individuals and family’s make-up the

majority of these areas.

15 Ebay Search for Bus 16 Primary Research: Survey Monkey, Patient Survey 17 Bus Logo Pricing. (n.d.). Retrieved from

PATIENT RECRUITMENT

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PATIENT RECRUITMENT

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VOLUNTEER RECRUITMENT

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Sub-Goal 3

Volunteer Recruitment

Objective 1

Motivate individuals in the Collier County and surrounding areas to

volunteer with Senior Friendship Health Center through sharing the mission,

the benefits, and personal experiences. Y-GEN Agency expects to increase

volunteers at the health center by 30% by the end of the implementation

period compared to the number of recruited volunteers in 2017.

Strategy

Motivate Collier County and neighboring community members to give

back by donating their time to the Senior Friendship Health Center.

Rationale

These tactics would evoke an emotional connection with potential

volunteers to Senior Friendship Health Center, which would further motivate

them to give their time to the health center and be a part of furthering their

mission. This in hand would accomplish the goal of retaining committed

volunteers that are passionate about this field of service. Y-GEN Agency

found in our Volunteer Survey18 that individuals are most motivated to give

back to non-profit organizations when it sparks their personal interest, and

that is what we are appealing to through these tactics.

Tactic 1

Good Company Volunteering:

Senior Friendship Health Center will be registered as an FGCU service

learning organization so that volunteer projects can be posted to the service

learning website and the center will be able to attend service learning fairs

on campus. Senior Friendship Health Center would benefit from tabling on

campus because there will be frequent interaction with potential volunteers.

Through FGCU volunteers the center can recruit a student as a “Good

Company” ambassador who can recruit students for the organization. The

Health on Wheels will have a three month bus production time period, the

bus production can be used as a volunteer project for FGCU students and

community volunteers.

18 Primary Research: Survey Monkey.


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Volunteer opportunities will be available at the Good Company, Good

Food events, Good Company, Good Times events, Health on Wheels:

Bringing Good Company to You and at the health center itself.

Tactic 2

Volunteering Business Cards:

The volunteering business cards will be distributed at networking

events and fundraisers, on FGCU’s campus, on the Health on Wheels:

Bringing Good Company to You bus, at social and informational events, and

the Senior Friendship Health Center location. The business card itself will

feature a link to their website, volunteer positions available, directions

regarding the volunteer application, and their contact information.

Handing out business cards is a popular practice when networking with

others in a business-like environment. Oftentimes, individuals accumulate a

various amount of business cards because any contact could be potentially

useful in the future. Y-GEN Agency sees this as an opportunity to be able to

tap into this audience that collects business cards and retains them for long

periods of time. By giving out promotional cards at networking events, this

creates the opportunity to give potential volunteers the information they

need to join us in our mission.

Print: VistaPrint Custom Business Cards19

19 VistaPrint Custom Business Cards. (n.d.). Retrieved from https://www.vistaprint.com/business-

cards/standard?xnav=BusinessCards:CategoryPage_ProductTiles_2_Standard


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Tactic 3:

Good Company Social Media Campaign:

Y-GEN Agency has created a social media calendar to reference for

postings throughout the 12 month implementation period. The social media

posts feature promotional posts for upcoming events, as well as posts of

photos from the events. There will be “Good Company Volunteer of the

Month” posts to feature individuals that donate their time often and have

impacted the facility. Posts can feature Good Companies Partnerships to

promote both businesses. Additionally, there will be “Help Wanted” posts for

volunteer recruitment as a call to action. #InGoodCompany


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Social Media Calendar:

Date: Post: Caption:

We all need a little Good Company in

our lives. Join us for our first Good

Company, Good Food event for a free

informational dinner. Come to learn

more about what Senior Friendship

Health Center can do for you on June 9

at 4pm.

You’re always in Good Company with

Senior Friendship Health Center. Thank

you to everyone that joined us on

Saturday. We are happy to welcome

you into our family!

HELP WANTED! We are looking to

recruit student and adult volunteers!

Be in Good Company and share your

Good Company for a great cause.

Senior Friendship Health Center is a

volunteer-based nonprofit and needs

your help so that we can continue to

server the Collier County area. Contact

volunteers@seniorfriendshiphealthcent

er.org for more information.

Happy 4th of July! Hope you’re all in

Good Company to celebrate.


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We are happy to announce our Good

Company Volunteer of the Month!

____________ has been giving her

time to Senior Friendship Health

Center for weeks now and has really

added to our Good Company

atmosphere.

We are proud to partner with the Good

Company _________!

We have another Good Company,

Good Food event coming up! Please

join us for some free food donated by

Lucky’s Market and live music from

______. We will be barbequing at East

Naples Community Park at 4pm on

August 11.

Join us for a BBQ Picnic at East Naples

Community Park on August 11 at 4pm.

There will be volunteer opportunities

available at the event; we are looking

to recruit some Good Company

wanting to make a difference!

Good Company, Good Food, Good

Times! Thank you to everyone that

came out on Saturday!


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Let’s congratulate our Good Company

Volunteer of the Month!

____________ has dedicated many

hours of his time to the facility and

always is Good Company to our

patients.

HELP WANTED! If you want to be in

Good Company and share Good

Company, The Senior Friendship

Health Center is the place for you!

Contact

volunteers@seniorfriendshiphealthcen

ter.org for more information.

Good Company is a lifestyle here at

Senior Friendship Health Center!


Company _________!

A big thanks to our Good Company


________ has been with Senior

Friendship Health Center for 5 years!

He provided _______ services and has

impacted many patients through his

Good Company character.


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We are holding another Good

Company, Good Food dinner! This one

will feature some Italian cuisine. Join

us at Bellasera Hotel for some good

food and good times with Good

Company on October 13 at 4pm.

We enjoyed plenty of Good Company

on Saturday! Thank you to everyone

that made it.

Congratulations to our Good Company


________ has created a Good

Company atmosphere at the facility by

creating personal relationships with

many patients and volunteers.

HELP WANTED! If you are looking to

volunteer somewhere where you can

create relationships and better lives.

We are looking for individuals of Good

Company to add to our team. Contact




Company _________!

Cheers to our Good Company


_________ works our front desk

weekly and always provides a warm,

Good Company, interaction with staff

and patients.


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We hope that you are enjoying your

holiday season! Are you looking to give

back your time and share your Good

Company with others? Join Senior

Friendship Health Center to give back

this year. Contact



HELP WANTED! We are calling for

some Good Company individuals to

add to our team. We have a place for

anyone that has a desire to better the

lives of others. Do what you love in

while in Good Company. Contact



Delighted for our Good Company


_______ has built lasting friendships

and relationships over the 3 years she

has been with us. She has created a

community of Good Company within

the facility.

Merry Christmas from our family to

yours!


Company _________!

IMPLEMENTATION

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IMPLEMENTATION PHASE

Y-GEN Agency is committed to tracking the budget and timeline

associated with our comprehensive campaign. We utilized the budget with

cost-efficient tactics that would be both realistic and beneficial to the

organization and, in hand, accomplish our objectives. The campaign resulted

in a grand total of $9,462.00. Our campaign timeline runs from June 2018 to

June 2019.

IMPLEMENTATION

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IMPLEMENTATION

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IMPLEMENTATION

44

IMPLEMENTATION

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EVALUATION

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EVALUATION PHASE

Suggestions

To be able to determine if our campaign was a success, consumer

researchers will conduct a post survey consisting of questions that relate to

our objectives. The surveys will be conducted on a quarterly basis. Y-GEN

Agency believes that by conducting these surveys you will be able to

determine if our tactics were effective in accomplishing the objectives. The

post survey questions are detailed below as the following.

1. What is your age?

a. Under 25 years old

b. 25-34 years old

c. 35-44 years old

d. 45-54 years old

e. 55-64 years old

f. 65+ years old

2. What is your gender?

a. Male

b. Female

c. Other

3. What is your household size?

a. 1

b. 2-3

c. 4-5

d. 5+

4. Have you ever heard of the Senior Friendship Health Center?

a. Yes

b. No

5. Are you familiar with the phrase “In Good Company”?

a. Yes

b. No

6. Are you aware of volunteer opportunities with the Senior Friendship

Health Center?

a. Yes

b. No

EVALUATION

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7. Would you consider volunteering with the Senior Friendship Health

Center?

a. Yes

b. No

8. Are you aware of medical services offered by the Senior Friendship

Health Center?

a. Yes

b. No

9. What qualities would you associate with the Senior Friendship Health

Center? (check all the apply)

a. Accessibility

b. Friendliness

c. Cleanliness

d. Timeliness

e. Other (fill in the blank)

APPENDIX

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APPENDIX

Appendix A

Survey 1: Patient Survey

86 Respondents

APPENDIX

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APPENDIX

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APPENDIX

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APPENDIX

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APPENDIX

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APPENDIX

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Appendix B

Survey 2: Volunteer Survey

36 Respondents

APPENDIX

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APPENDIX

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APPENDIX

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APPENDIX

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