PCC Institute Campaign Duke

Palliative
Care Communication Institute Campaign Proposal 1

Palliative Care Communication Institute
Campaign Proposal

Shelby Duke
Dr. Dodd
MMC3630
December 6, 2016

Palliative Care Communication Institute Campaign Proposal 2

Table of Contents:

Executive Summary3
Background.3
Business Goals..4
Statement of Problem or Opportunity..5
Research Methods.6
Situation Analysis10
Communication Goals..12
Objectives12
Key Stakeholders 13
Key Messages.14
Strategies 15
Tactics....16
Evaluation...17
References..18

Executive Summary:

This campaign proposal will discuss many future possibilities for Palliative Care
Communication Institute to expand its social media presence and obtain its many business
goals. The Palliative Care Communication Institute is a company that prides itself on
training healthcare professionals, like nurses and doctors, to be able to relay relevant
information to mainly oncology patients and their caregivers concerning the patients
health. Ive developed a social media campaign for the company to implement in order to
achieve the business goals. The whole campaign proposal will provide an in depth
description of the companys business goals and how to achieve them using the Public
Relations Strategic Planning Model. There will be an assessment of the companys current
social media strategies, its strengths, weaknesses, opportunities, and threats. There will be
an explanation of research completed in order to create the campaign along with
communication goals and objectives needed to accomplish the campaign. This analysis will
allow the company to understand who to target, and what messages to send to the key
audience.
There will be strategies and tactics which will be the main ways the company will
implement the campaign in social media. One of the main aspects of the campaign is that
the company will create a LinkedIn account in order to reach more millennials on a
professional level and have another platform to showcase what the company does to train
healthcare professionals help patients. Another main part of the social media campaign will
also involve updating followers on social media sites about the change of the name
occurring in the company. In order for the company to be successful with its main business
goals, there cant be any confusion as to what the company is and why there is a different
name. There have been samples of messages developed on ways to communicate the
information of the name change to its followers.
After the campaign has been implemented on social media sites, the company is able
to evaluate the success of the campaign plan. Measurable goals have been set as ways
gauge how successful the campaign is. The amount of LinkedIn connections created can be
measured, and a survey can be sent out to healthcare professionals, like nurses, doctors,
and hospital directors in order to learn more about how much understanding the audience
has about the name change of the company. These measurable goals will allow for the
evaluation portion of the strategic planning model to be easily understandable and feasible
when it comes to sharing information with the company.

Background:

Comfort Communication was a company started by Dr. Joy Goldsmith and Dr. Elaine
Wittenberg with the goal to help patients understand their medical diagnosis clearly. These
doctors work to train healthcare professionals on ways to communicate with patients and
caretakers in regards to their health, mainly dealing with oncology settings. Comfort
Communication is undergoing a name change, which will be a major component in this

social media campaign. The new name is the Palliative Care Communication Institute. The
mission statement of this organization is:

Under the direction of Dr. Elaine Wittenberg, Dr. Joy Goldsmith and an advisory
board, PCC Institute provides information on communication training based on the
COMFORTTM SM Communication Curriculum and offers provider, patient and family
resources developed through rigorous research. PCC Institute creates content for
communication interventions, innovates communication approaches and tools, and
researches outcomes associated with communication in palliative care and oncology
settings.

PCC Institute strives to educate healthcare professionals on the needs and ways of
communication of patients and families who have not only cancer, but also other life-
threatening illnesses. The Palliative Care Communication institute has many beliefs that
pride their work. An outline of some of the main beliefs is as follows:
The company focuses on the caregivers role in the patients life when facing an illness like
cancer.
Communication research can form palliative care practices and provide means of success
Communicating with patients and families must start EARLY in the diagnosis
Communication and teamwork between all the healthcare professionals a patient has
improves palliative care practices.
The skills and training and training for palliative care communication should be taught early
in undergraduate education.
Training should not just be limited to healthcare professionals, but should include the
family members or caretakers of the ill patient.
Dr. Elaine Wittenberg and Dr. Joy Goldsmith have been key players in the progress and
success of the company. These two doctors have been essential to the success of the
company. They have both worked together to develop the resources to train all the nurses
and doctors in COMFORT communication. There are multiple grants are upcoming which
will allow for more training courses to be provided to healthcare professionals. The
company has many goals outlined on how to improve training and disperse information.
Many of the goals and ways to improve palliative care, including the transition of names
will be included in the business goals and become a major component of the social media
campaign.

Business Goals:

The ultimate goal of the PCC Institute is the provide the best training to healthcare
professionals in order for them to give patients the best care possible. The PCC Institute
wants patients facing serious illnesses to have an understanding of their illness and what
care can be provided. Palliative Care Communication Institute has four main business goals
outlined for the company.
1. Test Palliative Care Communication Curriculum for Interprofessional Education

2. Develop Provider Communication Interventions to Improve Psychosocial Care
3. Develop & Test Communication Resources for Caregivers to Improve Quality of Life
4. Disseminate Resources & Materials for Palliative Communication Training,
Education, Practice & Research
The company has already worked hard to help achieve many of these goals and is well
on their way to success. There are been works published in medical journals, an app
developed, and trained over 800 healthcare professionals. While these are the main goals
that the company focuses when training and educating people on a day-to-day basis, there
are new, more detailed goals that need to be implemented with the start of the new social
media campaign in order for the company to progress using social media. A few other
business goals that should be added in regards to the campaign is:
To make its audience aware of the name transition from Comfort Communication to
Palliative Care Communication Institute.
Engage with followers and encourage them to engage with the various social media
accounts
To appeal college aged millennials, who are in nursing school, medical school, or on
the pre-health track.

Statement of Problem or Opportunity:

Social Media Audit:
Social Username URL to Profile
Network
Twitter @pallcarecomm https://twitter.com/pallcarecomm
Facebook @communicatecomfort https://www.facebook.com/communicatec
omfort

Listed above are the two social media sites that Palliative Care Communication
Institute uses. The company also has a main website which is: communicatecomfrot.com.
The companys use of social media is limited. There are very few posts, the most recent
being on September 19th. The posts that are made public are meaningful. Many include
palliative care tips, information about the conferences they attend and where to find the
booth, along with links to medical journals related to palliative care work. Generally
speaking, the company doesnt need to stop posting the content that they post, they just
need to change the frequency of posts. With the implementation of the new campaign there
may be some more posts related to other social media platforms, like LinkedIn, as well as
posts regarding the change of name in the business and online posts to attract to the
majority audience--millennials.
As mentioned, a pressing problem within the company is that the company is
currently undergoing a name change. Comfort Communication will soon be the Palliative
Care Communication Institute. This is a problem because the public isnt aware of this
change and an opportunity in the sense that it allows for more social media presence and
for a way to connect with the audience since the central audience is young millennials in

college. The company really wants to implement their training at the undergraduate and
graduate level, so that these doctors and nurses start their first job with this training
already completed. Since many college aged students are using LinkedIn as a professional
platform now, connecting with these students will prove to be beneficial.

Research Methods:

A successful campaign starts and ends with research. Its imperative to determine
the effectiveness of the campaign and thats only able to be measured by research.
Research about the audience and the various social media platforms is necessary in order
to understand where the company stands to know how to evaluate the success at the end of
the campaign. If the company desired, primary research could be conducted to determine
what people know about the company or what they would like to see from the company on
social media. A survey could be posted on Facebook and Twitter for followers to complete.
This can help the company understand the audiences viewpoint on the company. Its
essential to make sure that you do not ask anymore questions than necessary on the survey
or else participants are less likely to comply with the requests. Though this primary
research isnt required, it could prove to be useful when evaluating the end result of the
campaign.
Research needs to be completed on the demographics of social media platforms,
predominately twitter and LinkedIn, as well as the demographics of the key audience, in
order to learn how to develop messages, on a specific platform, to a specific audience.
Nurses, who are a key audience for this campaign, are vital to the survival of the
company. There will be a 20% increase in nursing jobs by 2022 because of the projected
number of new jobs (574,400) and the need for replacements because of retirement
(555,100), there will be nearly 1.13 million new nurses needed by 2022. (American Nurses
Association, 2014). A study in 2013 from the National Council of State Boards of Nursing
and The Forum of State Nursing Workforce Centers, states that 55% of nurses are over 50,
meaning they will retire in the next 10-15 years, causing the massive demand for nurses
(American Association of College Nurses, 2014). The percentage of nurses 50 years of age
and older is because these people are baby boomers. Once they retire, there will be the
need for more nurses. Millennias will be the ones to replace them.
Other demographics relating to nurses include gender and race. Ninety percent of
registered nurses are female whereas only 10% are male (this is up from 6.5% in 1995).
Racial background for registered nurses is depicted in the chart below: (Department for
Professional Employees, 2015)

Races of RNs in America

Hispanic or Asain
9%
Latino
7%
Black
12%
Non
Hispanic
Whites
72%

Now that there is research on the audience, research must be completed on the
social media platforms so that we can appeal to the audience appropriately. Though
Facebook is still relative, the campaign will focus mainly on Twitter and LinkedIn so the
information for those sites are below.

Twitter - 271 Million Users

Twitter Age Demographic Number of Users Percentage of User Base
18-29 95 Million 35%
30-49 54 Million 20%
50-64 30 Million 11%
65+ 13.5 Million 5%

Additionally, accroding to the Pew Research Center, 25% of twitter users are men, and 21%
are women. A description of the users by race is given below.
Twitter Demographics-
Race
White, Non-
Hispanic
26%
Hispanic
37%
Black, Non-
Hispanic
37%


Its also important to note that 19% of users are high school graduates or lesser, 23% have
some college, and 27% have a college degree and above. This is important because you
must take college level courses to become a registered nurse (B. Brodzky, 2014)

LinkedIn - 300 Million Users
LinkedIn Age Demographic Number of Users Percentage of User Base
18-29 45 Million 15%
30-49 81 Million 27%
50-64 72 Million 24%
65+ 39 Million 13%

LinkedIns users consist of a more elderly crowd compared to Twitter. Again, Pew
Research reports that 26% of LinkedIn users are men, and 25% are women. A description
of the users by race is given below.
LinkedIn Demographics- Race
Hispanic
31% White, Non-
Hispanic
37%
Black, Non-
Hispanic
32%

A majority of users have above a college level degree (46%), 25% have some college and
9% have a high school education or less. Again, its important to note this because the soon-
to-be Palliative Care Communication Institute is targeting a professional, educated
audience (B. Brodzky, 2014).
Data has also been provided about the website and social media sites that measures
effectiveness of tweets and Facebook posts.
Website:
12,722 Views have increased from 5,349 since April 1, 2015
3,736 Unique Visitors (return visitors) have increased from 1,279 since April 1,
2015
4.26 Average Views Per Visitor increased from 3.54 since April 1, 2015
200+ contacts added to our PCC mailing list using auto-contact
form on website
Most visited pages: 1.) Home page 2.) COMFORT Curriculum 3.)
COMFORT Communication for Oncology Nurses

Most common referring websites: 1.) City of Hope 2.) AACN 3.)
Facebook/Twitter 4.) COHPPRC
Top 3 countries (of 83 countries): USA, Brazil, Canada
Social Media:
Facebook use is up from 140 to 324 Likes
Highest daily total Facebook Reach=857 & 556/Highest Engagement= 111/101
Twitter use is up from 557 to 746 Followers
Highest impression tweet July 9; Dr. Wittenberg @ IOM roundtable: 2,032

The company also provided their own demographics for their followers:
Facebook:
82%- Women
17%- Men
Most Common Age: 45-54, 25-34

Twitter:
66%- Women
34%- Men
Most Unique Interest- Health, Mind and Body

Health Communication iOS App:
Over 1,100 users since app update on July 1, 2015
160 active users per month
Toolkit section is most viewed, followed closely by the scenarios section
Over 4,800 screen views since July 1, 2015


Situation Analysis:
Strengths Weaknesses
What do you do well? What could you improve?
What unique resources can you draw Where do you have fewer resources than
on? What do others see as your others? What are others likely to see as
strengths? weaknesses?

Dissemination of Resources and Materials The audience that Palliative Care
for training purposes Communication Institute is aiming for is very
Presentations and workshops given by narrow. The company is eager to spread the
Dr. Wittenberg knowledge and so they need to broaden the
Communication Guide for Caregivers people they are targeting and the methods use in
distributed over various webpages, order to do so. By implementing the android app,
and medical centers this will allow a broader audience to understand
Currently working on a social media what resources the company provides.
campaign, textbook, research paper,
Though the company has started a social
and journal issue for publication
media campaign, its social media presence is not
The use of the iOS App to make the
company mobile and user friendly. very active. The company hasnt tweeted in over a
month. This doesnt allow for the company is
spread ideas to the audience as a whole.
Opportunities Threats
What opportunities are open to you? What threats could harm you?
What trends could you take advantage What is your competition
of? doing?
How can you turn your strengths into opportunities? What threats do your weaknesses expose you to?

With the upcoming publication of textbooks The company is also in the process of going
and journals, the company will be able to reach through a name change from Comfort
their audience on a new platform at their Communication to Palliative Care Institute
audiences own schedule. By reaching more which poses a threat to the company, especially if
people than just those that attend the people are only slightly aware of the company
presentations, could spark an interest and allow and its practices.
for more people to take an interest in the
companys work and attend a presentation or
training session.
Social media is clearly popular today. Tracking
the success of the new social media campaign
#50Ch50Days could lead to more successful
campaigns in the future.
Since theres an iOS app, there is the
opportunity to create an App for android users as
well, to reach a broader audience.


Strategic Implications:

The Palliative Care Communication Institute, like any company, has its own
strengths, weaknesses, opportunities and threats. In the SWOT analysis above there
is a brief explanations of each for the company. The main communication goal for the
company is to engage more clients in the Comfort Communication Curriculum in
regards to palliative care and oncology situations.
The main strength that the company poses is all the ways it disseminates its
training and educational materials. There are many presentations that happen all
over the United States by Dr. Elaine Wittenberg and Dr. Joy Goldsmith. The training
for Palliative Care Teams has led to 811 people being trained in Comfort
Communication, which is a main objective of the company. They also make the
information easily accessible to care providers and the public through websites, and
pamphlets at medical centers. This allows for the public to learn about their options
when it comes to health and wellness options. The company is attempting to broaden
its horizons by implementing a social media campaign, a mobile app, and journal and
textbook publications.
The app is a very good idea and proves as a strength but also a weakness and
opportunity. The app is only available to Apple device users. The fact that there isnt
an app thats compatible with android devices is a serious drawback for the company
and narrows its audience. If a doctors office was looking into the company and
thinking about training their nurses and doctors in Comfort Communication
techniques, and the office used android devices, which immediately eliminates them
as a prospective client. Though this is a weakness, it also proves to be an opportunity
because theres a chance to develop an android compatible app.
There are also many other opportunities involved with the company. They are
publishing textbooks and journals on the subject matter. This allows the company to
spread the information and let prospective and current clients read up on the
company at their own convenience. One of the strategies that will be implemented in
the campaign proposal is that the company should also create a LinkedIn account
where they could upload these articles, or links to the articles where clients could
found all the information in one spot in order to learn more. The use of LinkedIn
could be mutually beneficial for clients and the company. Each party could view the
others interests, goals and values in relation to Palliative Care. The company could
find prospective clients by connecting with nurses, doctors, and medical centers.
The company started the social media campaign #50CH50Days, to tell
followers about the publication of the new textbook on palliative care
communication. Tracking the success and audience engagement of this campaign
could lead the company to decide how to go about future campaigns and social media
presence, like posts LinkedIn account. There is a lot of opportunity to social media
campaigns and online presence but social media seems to be a threat to the company.
The Palliative Care Communication Institute twitter is not very active. A tweet hasnt
been posted since September 19, well over a month ago. Its difficult to gain new
clients and teach about the program when a company doesnt do basic posting.

Prospective and current clients arent able to keep up and understand whats
happening with the company if there isnt any communication about it.
One last threat the faces the Company is the fact that its in the process of
changing its name from Comfort Communication to Palliative Care Communication
Institute. Many prospective clients may not be aware that the name is changing
which could cause a lot of confusion. It could cause them to do business with another
company. It is vital to the companys success to be transparent with the public about
the name change. This goes along with sending out newsletters and posting on social
media about it. There are definitely ways to make the name change exciting for
followers by making new graphics and pictures to be posted. This is much more
appealing and attention grabbing than a simple tweet about the company changing
the name. Its also important to repeatedly post about it. All your followers wont see
every single one of your tweets. Things get lost in the feed. Its critical to post
multiple time about it in order to reach as many followers as possible.

Communication Goals:

The communication goals are those that will help the business goals be achieved by
using strategic communication within social media. The communication goals for this
campaign are:
To create a LinkedIn account
o This is another platform for the company to connect with its audience, and
find more healthcare professionals to disperse information to.
Post more frequently (at least once a week) on Twitter and Facebook, to inform
followers on palliative care tips, and updates on the company
o Once the LinkedIn account is created, posts should be made just as often.
To make followers aware of the name change from Comfort Communication to the
Palliative Care Communication Institute.
To make audience aware of the different ways they can receive training from the
company
Gain more followers who are young students pursuing a degree in the medical field
Ultimately, success in these communication goals will lead to success in the main
business goals. A business cannot succeed if the company doesnt communicate properly
with its audience, especially with big news like changing the name of the company.

Objectives:

Since business and communication goals have been implemented, Comfort
Communication can establish computable objectives to determine whether or not the goals
are being achieved. The measurable objectives for the communication goals are as follows:
Gain 100 connections on LinkedIn within the first month of launching the account

Make audience aware and understand the name change process
Post weekly Palliative Care Tips
Promote the use of the iOS App
Discuss the publication of articles and textbooks
Post about conferences and conventions the company is attending
These objectives can be achieved and measured and will lead to the achievement of the
communication goals. Objectives can be informational, motivational, behavioral or a
combination of these. Gaining 100 connections on LinkedIn within the first month is a
behavioral objective. Posting about conferences and the mobile app is behavioral as well
since the company is encouraging nearby audiences to attend and to download the app.
Posting about the LinkedIn and asking people to follow the account is asking the audience
to complete an action. The objective to make the audience aware of the name change is an
informational objective. The weekly Palliative tip and discussion of publicized materials is
also informational. The audience is retaining information and gaining awareness about a
situation in the company through these two objectives.

Key Stakeholders:

The main people who would be interested in the Palliative Care Communication
Institute and its services are nurses, doctors and their supervisors. The company also
wants to implement its training efforts at the undergraduate and graduate level of
schooling. Therefore, millennials in college, predominately in nursing school, medical
school, or on the health track would all be key components on the success of the campaign
and the company.
The director of the hospital or medical facility
o The main point of contact for coordinating the training provided by PCC
Institute
o Its important for the head person in charge of the hospital and its
employees to be aware of how patients are being treated.
o Therefore, PCC Institutes social media posts should appeal to people with
this power.
o As the name change of the company happens, its important that the people
in charge of implementing training and those that use the company as a
resource are aware of the change. This will allow for clarity and
transparency between the company and clients.
Members of the American Nurses Association
o Nurses who are apart of this association are clearly dedicated to their job
and patients. They have at the very least a Bachelor of Science degree in
Nursing. Thats the type of people that PCC Institute would like representing
them and helping patients.
o Nurses that work is hospitals would be a good target but even more
important are those nurses who work in

Board of Directors from Hospice and Palliative Nursing Association
o The Hospice and Palliative Nursing Association (HPNA) is an organizational
affiliate of the American Nurses Association
o HPNA shares very similar goals with PCC Institute which is to ultimately to
provide the best training to health care professionals in order to help
patients and their caretakers to be as comfortable and understanding as
possible in regards to their illness.
o Social media followers from the HPNA would help reach a broader spectrum
of people that share the same values and have the same goals.
Nursing Students/Medical School Students
o Connecting with nursing students via LinkedIn or posting on social media in
a way that would entice them to look into what PCC Institute offers would
pull this group of students in and allow them to explore different career
opportunities within the nursing field.
o Looking through the followers of Medical Schools, Nursing Schools, or larger
universities where PCC Institute would like to expand and following them,
would be a good place to start in appearing to the audience and showing
them what the company has to offer.
o Narrowing this even further, is to find students who are interested in
oncology as a specialty and find key audience members that way.
o Most nursing and medical students are young adults, in their twenties, which
is the prime age for social media users. This is where the use of twitter and
discussing the name change with the audience is imperative.

Key Messages:

There are many different messages the company could send via social media
depending on the target audience. Twitter and LinkedIn will be a main communication
medium especially for the younger audience like nursing and medical school students.
LinkedIn can also be used to target medical facilities and its supervisors, along with the
American Nursing Association. Different sorts of graphics and catchy phrases can be used
on twitter to grab the attention of the followers and make it apparent and clear of the
change. A few tweets at the start of the campaign are necessary to get the followers excited
and aware that a change is going to happen. Something like:

Join us at 4 PM next Monday to learn about some BIG changes
occurring within our company soon

To announce that the name of the company is being changed, must be clear and
present. A graphic with an overlay of the new name would grab attention and stick into
viewers minds. A tweet to go along with the graphic could say something along the lines of:


Still dedicated to the COMFORT of our patients, now just under a different
name #PCCI

More training. More Comfort. More Communication. New Name. #PCCI

We are happy to announce that we changed our name to the Palliative Care
Communication Institute! We are so pleased with all the success we have had thus
far and cannot wait to expand all our training and communication efforts even more
into the medical field. #PCCI

The implementation of the hash tag #PCCI, to represent the new name could be used
to streamline tweets regarding the name change. The following tweets could allow for
questions or concerns to be directed to emails, direct messaging on twitter, or mentions
and replies. After the announcement of the name change, the new Palliative Care
Communication Institute could pin that tweet to make it easily visible to everyone that
visits the page. After telling all the followers about the new name, now would be an ample
time to introduce the companys new LinkedIn account under the new name. Posting a
similar update on LinkedIn will let followers know who the company is and what it stands
for.

Strategies:

Strategies are broad ways in which the actual goals will be achieved. Its an overall
general plan to map out ways to achieve the goals. Strategies are discussed now that the
communication goals, objectives, key stakeholders, and key messages have all been
established.
Reach out to the dean of the UCF Nursing Program
o This person is in charge of the curriculum for the nursing program. Since
Palliative Care Communication Institute wants to implement its training
efforts at the undergraduate level, this would be the point of contact.
o Other than social media, this is a way to reach millennials and ultimately
obtain the overall business goal which is to provide training for oncology
nurses.
o When the training is implemented in the curriculum at UCF, students will be
aware of the company and be more inclined to follow the social media
accounts.
Ask to attend a HOSO meeting (Health Occupation Service Association)
o This is a club at UCF that is full of students who are interested in the jobs in
the medial field. Reaching out to these students allows for the company to
connect with the target audience.
Create a HootSuite account to better manage social media posts, followers, and
accounts

o This will also allow for the company to track the overall success of the
campaign and its analytics
Create a series of weekly Palliative Care tips to post
o The importance of this strategy is to be consistent in the posting
Promote the LinkedIn account
Promote the name change consistently

Tactics:

Tactics are the specific actions to be assumed in regards to the strategies. A tactic to
reach out to the dean of the UCF Nursing program (Dr. Mary Lou Sole), would be to connect
with her on LinkedIn so hopefully she would at least have an idea of what Palliative Care
Communication Institute is , if she doesnt already. An email would most likely be the best
way to communicate with her. In the email, there could be mention of setting up a meeting
to discuss the possibility of the company and the school working together, as well as
mentioning that information can be mailed to the office to learn more about the company
and what it had to offer to benefit nursing students.
Attending a HOSO meeting will allow for the company to connect with the target
audience that is in all different medical fields which also expands the audience, instead of
keeping it strictly to nurses, doctors and medical centers. Pamphlets can be handed out at
the meeting with all social media accounts and a description of what the company is and
how this training will help students in their future career. The social media accounts can be
very noticeable and discussed in the meetings so that these students will follow the
accounts.
Palliative Care tips have been material that has been posted previously but to be
consistent with it make it a weekly occurrence would prove to be useful. HootSuite can be
used to schedule these tips to be posted every Monday morning at a specific time with the
hashtag #PCCITip. That way followers can search the hashtag if theyd like to see an array
of tips all at once, and allows the followers to engage with the company by using the same
hashtag to reply back with their own tips or feedback on the post.
Posts to promote the new LinkedIn account can also be scheduled using HootSuite
as well as those about the name change. Tweeting the link to the account and asking the
audience to follow, or explain what is posted can be an example of a tactic used. The
company can also link the account in the settings in the twitter account and the same for
Facebook account. That way its one of the first things a follower sees when he or she visits
the page.
The next step is to promote the name change of the company. This needs to be done
consistently because not all of the audience will see one post about the name change.
Sample posts have already been developed in the Key Messages portion of the campaign
proposal. These can be put on both twitter and Facebook at the same time but using
HootSuite. A way to make sure that the post is seen by as much of the audience via social
media as possible is to pin one of the tweets announcing the name change. Every time a
follower clicks on the page, that will be the first tweet that they see. Giving an advanced
notice before the change occurs is essential so that the followers arent blindsided by the

news. Another way to make the public aware of the name change is to send out an email
and/or letter in the mail to the medical centers PCCI is involved with, any institutions and
any key, important medical professionals that are highly regarded with the company. An
email or letter is more direct, and shows that the company is personable with its clients.
Since this is more direct than a tweet, there is a better chance that the audience will be
more aware of the change. In the email or letter, there can be an announcement of the
name change, and a brief synopsis of events occurring. The new LinkedIn link can be
mentioned as well as upcoming publications and events that the company is attending.
If the weekly tip is posted to twitter and Facebook on Mondays, the LinkedIn
account can be posted on Wednesdays, and the name change can be posted on Fridays with
intermediated tweets when necessary. With this, posts arent happening all at once, but are
evenly spread out throughout the week. The other posts that are occurring at other times
throughout the week could be links to journals where the Palliative Care Communication
Institute and its efforts are mentioned, dates and locations of conferences that the company
will be attending, as well as posts promoting the use of the iOS mobile app. Conferences the
company attends can be posted in weeks leading up to the event and the day of. Followers
of the social media accounts who will be at the events can anticipate meeting the company
at their booth and then actually meet the day of.

Evaluation:

In order to evaluate the effectiveness of the campaign proposal, we must measure
our objectives. Research is an important part in identifying whether or not the campaign
was successful, which is why the research conducted at the beginning of the proposal was
crucial. The first objective was to gain 100 connections on LinkedIn within the first month
of launching the account. A simple way to measure this is to simply see how many
connections the account has 1 month after creation, just make note of the date. Viewing
engagement details and the analytics on HootSuite of people who interacted with the posts
about LinkedIn can tell how much traffic it pulled to the account.
The next objective was to make the audience aware of the name change. Again using
HootSuite analytics can allow for the person analyzing the success of the campaign to see
how many like, retweets or favorites the post received, and to see how many people
interacted with it. The company can also mail a survey to the same people who the
information about the change was mail to, and/or post a survey on Facebook and Twitter
to assess how many people understand that the company underwent a name change and
compare the data from the surveys with the engagement numbers from HootSuite.
The next objective was to post weekly palliative care tips. The implementation of the
hashtag #PCCITip was meant to streamline all the tips posted each week so that those
interested could easily find them. Using HootSuite to ensure that there was a tip posted
each week, and to see what and how followers interacted with them would show success
with this objective.

Promotion of the iOS app can be measured to see if the number of downloads and
active users increased after the company began posting about it. These numbers can be
compared to those provided in the research section at the beginning of the proposal.
Posts about conferences and publications can be gauged by pure number of how
many posts per moth about each before and after the start of the campaign. The success can
also be measured by whether there was an increase in views of published works, or if
people at conferences and conventions say that they stopped by PCCIs table because of the
tweets or Facebook posts about it. This can be determined by conversation or a survey that
viewers fill out at the booth.
The company wanted to gain more ground on appealing to millennials in college in
the medical field and implement the training into undergraduate studies. Implementing the
training into the curriculum would take time so wouldnt be easy to measure right away,
but if it was implanted then that is clearly successful. Tacking the number of UCF students
who followed social media accounts after attending the HOSA meeting would prove to be a
way to track success of this goal. Ultimately, tracking to see how many of these students
become trained would be ultimate success.
To see how this campaign effected the overall business goals, another survey would
be helpful in obtaining these results. Asking how helpful the social media posts were in
understanding the business and what it stands for would be insightful. Overall, if the
amount of people being trained increases significantly and can be traced back to the
campaign, the campaign proposal can be deemed successful is helping achieve the main
business goals set out by the company.
Additionally, Id recommend that the company try to teach out to more clubs and
school to implement the training into to school and reach the right audience.


References

American Nurses Association. (2014, August). Fast Facts: The Nursing Workforce 2014:
Growth, Salaries, Education, Demographics & Trends. Retrieved December 6, 2016,
from
http://www.nursingworld.org/MainMenuCategories/ThePracticeofProfessionalNur
sing/workforce/Fast-Facts-2014-Nursing-Workforce.pdf
Brodsky, B. (2014, November 18). Social Media User Statistics & Age Demographics
for 2014. Retrieved December 6, 2016, from
https://www.linkedin.com/pulse/20141118182103-28964915-social-media-user-
statistics-age-demographics-for-2014
Department for Professional Employees. (2015). Nursing: A Profile of the Profession
- DPEAFLCIO. Retrieved December 06, 2016, from http://dpeaflcio.org/programs-
publications/issue-fact-sheets/nursing-a-profile-of-the-profession/
Greenwood, S. (2015, August 17). LinkedIn Demographics. Retrieved December 06,
2016, from http://www.pewinternet.org/2015/08/19/mobile-messaging-and-
social-media-2015/2015-08-19_social-media-update_10/
Greenwood, S. (2015, August 17). Twitter Demographics. Retrieved December 06,


2016, from http://www.pewinternet.org/2015/08/19/mobile-messaging-and-
social-media-2015/2015-08-19_social-media-update_11/
Nursing Shortage. (2014, April 24). Retrieved December 06, 2016, from
http://www.aacn.nche.edu/media-relations/fact-sheets/nursing-shortage

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Palliative

Care Communication Institute Campaign Proposal 1

Statement of Problem or Opportunity..5

Races of RNs in America

LinkedIn Demographics- Race

Growth, Salaries, Education, Demographics & Trends. Retrieved December 6, 2016,

for 2014. Retrieved December 6, 2016, from

Department for Professional Employees. (2015). Nursing: A Profile of the Profession

- DPEAFLCIO. Retrieved December 06, 2016, from http://dpeaflcio.org/programs-

Greenwood, S. (2015, August 17). LinkedIn Demographics. Retrieved December 06,

2016, from http://www.pewinternet.org/2015/08/19/mobile-messaging-and-

Greenwood, S. (2015, August 17). Twitter Demographics. Retrieved December 06,

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