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Table of Contents Goals

Goals and Objectives................ ..................................................................3 We are seeking to establish a new consistent brand identity for the
Research................................... ..................................................................4 Community Health Centers of Arkansas (CHCA) and foster increased
SWOT Analysis.............................................................................................5 statewide awareness of the organization’s comprehensive federally-qualified
Target Audiences..........................................................................................6 services through the use of digital and traditional media, public relations and
Creative/Campaign Branding Guide...........................................................10 other strategic initiatives.
PR Strategy.................................................................................................15
Advertising Strategy..................................... ..............................................22
Objectives:
Digital Strategy............................................................................................28
• Develop a visual brand identity with implementable brand standards.
Bridge Strategies.........................................................................................42
• Dramatically increasing general awareness about community health centers.
Long Term Planning.....................................................................................46
• Create [targeted] strategies to change the current perception of community
Budget.......................................................... ..............................................48
health centers as free clinics to community-based holistic health centers
Acknowledgments.......................................................................................52 that provide quality healthcare to anyone, regardless of ability to pay
• Incorporate a storytelling approach that effectively integrates and builds
upon CHCA’s “Your Community, Your Health” theme.

2 3
Research

General Information Arkansas Population Research


about Arkansas
Populations: Northwest Arkansas
- 233,000 residents
Northeast Arkansas
- 140,000 residents
- Average age of 30 years old - Average age of 32.6 years old
Arkansas is ranked number 46 on the poverty - Median household income of - Median household income of
$38,094
scale in the United States. Based on this,
$41,000
- Highest number of poverty in - 23.7% of these residents living
many Arkansans do not have the resources to the state in poverty

afford adequate health care. This information


concerning population, poverty levels and
prominent illness is vital in understanding
the role and potential of CHCA. Community
Health Centers are primarily serving areas
lacking health care facilities. Women age
25-34 are the largest demographic living
below the poverty line, which in turn, lowers
Southwest Arkansas Southeast Arkansas
the likelihood they have access to adequate
insurance and care. We can form a strategy - 106,000 residents - 105,000 residents
- Average age of 40 years old
- Average age of 40 years old
to reach this demographic of women and - Median household income of - Median household income of

because women are often considered the $35,815 $33,043


- 2,000 of these residents living - 1,000 of these residents living
caregiver in a household, reaching them also in poverty in poverty

affects those they care for--children and the


elderly.

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Target Audiences Middle Class Family

We created the persona of Angela Weber to represent the female, middle-class patients. She represents
Based on demographic analysis of families who are looking for a clinic to provide quality healthcare for their family. She shows that CHCA isn’t
Arkansans in regions supported by just a “free clinic” and is qualified to provide care for all populations. Because she is a female, she
CHCA clinics, the following “perso- represents all women who are the primary caregivers for their household. Women are more eager to make
doctor appointments and encourage their husbands to go to the doctor.
nas” represent potential target audi-
ences.
Angela Weber
• Female, 35, White
• Law Firm Office Assistant
• Married with 2 kids, pregnant
• Middle Class

Ways of targeting:
• Facebook
• Instagram
• Parenting Blogs
• Parenting Magazines
• School Events (free flu shots, fun fun)

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Special Populations Government Officials
We created the persona of Julio Gonzales to represent the people in certain We covered various strategies on reaching out to legislators, which would all be under the PR Strategies. We feel that this audience is
very important to reach out to not only to get more recognition on a state level and build CHCA’s name, but also in order to influence
areas across the state that are prominently spanish speaking. He represents them to give more funding. Here are a couple of ideas we came up with:

the special populations in Arkansas who have low incomes and are looking for
quality healthcare they can afford. The persona of Alex Williams was created An email campaign: We recommend sending out a planned series of informative emails to all legislative members, tar-
to represent younger patients who are recently out of college and are looking geting budget and finance committees. Catching their interest will give us the opportunity to pitch them our story. By doing this we
intend to spread awareness and plant the idea of reaching out to CHCA and providing support. With this strategy we can reach out to
for affordable, quality healthcare and a clinic they can trust. them individually without the risk of crossing any lines. An alternative to this would be a calling campaign, which would serve the same
purpose but with more personal interaction. This would assist in making connections within the legislator, additional name recognition,
general awareness, drawing them back for more information and gaining their support.

Julio Gonzales Alex Williams


Social media awareness day: Although still a PR strategy, this idea would be geared specifically toward social media.
• Male, 35, Hispanic • Feale, 25, African American If you have heard of Autism Speaks’ “Light It Up Blue” day or International Justice Mission’s “End It” movement, then you are familiar
with this. It is a day for all who are affected by, or who support CHCA to post on social media about what they have done for them, how
• Farmer • Single important it is for our community, etc. We would promote it on social media leading up to the day and advertise for people to participate.
• Large family • Low income We could do this on all media platforms, including having a section about it on the website and even sending out press releases for news
• Low income stations and publications to cover it. We could also offer some kind of prize for posting something and tagging CHCA and whatever
hashtag we come up with. The purpose is so that people around the state would post and in turn encourage legislators to pay attention
to this organization. If enough people participated and it got enough coverage, it could also be a good awareness strategy by itself.
Ways of targeting: Ways of targeting: Additionally, we recommend creating a social media campaign that encourages our followers to “Contact Your Local Legislator” in order
• Spanish ads • Social media to raise awareness of CHCA and present the need for more funding to their local representative.
• Niche magazine (Farmer’s almanac) • Targeted google search
• Radio
• Facebook
• Ad in gym or yoga studio Press Kit Packet: Develop a Press Kit including overview of the organization, two to three press release samples (centers
across the state, level of service, and success stories and testimonials), and a page with quotes in a customized folder with the logo.
• Local ads This would be a great way to present CHCA to legislators.

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BUILDING BLOCK #1
Creative

Creative was one of our biggest ob-


stacles as the visual identity makes
up the organization and is one of the
main ways a company can get its name
out there and ‘stick.’
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Colors Stationary

Hex: 00A79D Hex: 056155 Hex: DD7052 Hex: BC3226 Hex: 42B2C0 Hex: 8B84BF Hex: F5841F Hex: FCC532

We worked to avoid mimicking other organizations while


presenting fresh, health-inspired hues. We steered away
from royal blue because it closely resembled CenterPoint
Energy’s logo, true-green evoked images of farming and
cherry red made the logo look like the St. Louis Arch. We,
again, wanted CHCA’s color scheme to stand out and, as
a result, came up with several color options. W ​ e want-
ed brighter colors in order to draw in peoples attention,
but dulled down the intensity in order to get our message
across and be more unique.
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Promotional Items

BUILDING BLOCK #2
PR Strategy
The PR strategy of this campaign is de-
signed to bring awareness to the CHCA
brand through sponsoring community
events, utilizing news releases and fea-
ture stories on television stations, pitch-
ing editorials to local magazines and
using a well respected member of the
healthcare world as a spokesperson.
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CHCA Family Fun Run 5K 5K Banner
Popular among avid runners and hobbyists alike, 5K event bring communities together. CHCH’s
Family Fun Run 5K will invite families to take part in an invigorating activity that promotes active
lifestyles while showcasing the many benefits of whole patient care available in CHCA clinics. As an
added feature, we recommend including a Little Rock bridge in the race course to emphasize the
way CHCA bridges the gap in healthcare for many Arkansans.

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Runner Tags Poster 17
Arkansas State Fair & Riverfest Documentary Film
The Arkansas State Fair attracts roughly 475,000 Arkansans annually while Riverfest boasts Documentary film offers a genre through which to share the story of community based health
a crowd of almost 150,000. Securing booth space at these prominent events offers excellent care in Arkansas. With the recent uptick in health insured Arkansans, prevalence of chronic
reach for CHCA. CHCA representatives would have the opportunity to provide valuable illness, demand for trained medical personnel and the uncertainty of a potentially revised
services such as health screenings and to share information that encourages healthy living and insurance system, the current healthcare landscape in Arkansas offers stories that need telling.
builds the CHCA brand in the minds of Arkansans. CHCA’s authoritative voice in this story provides credibility that can influence film audiences.
We support CHCA’s plan to present stories through film and recommend submitting film
projects for festival consideration. Arkansas boasts the blossoming Bentonville Film Festival,
the longstanding Hot Springs Documentary Film Festival and a host of smaller festivals that
offer outlets for sharing poignant portrayals of healthcare in Arkansas.

Features
The CHCA story benefits from press coverage. Strategic distribution of news releases
and feature story pitches offer opportunities for value-added media coverage of CHCA
achievements. We believe CHCA would benefit from distributing press releases to media
outlets. We feel that features on CHCA clinics, clinicians, patients or communities could both
inform and influence readers and viewers through human interest stories. The human interest
stories would have a narrowed focus on CHCA accomplishments or advancements.

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Editorials Spokesperson
We foresee that making use of magazine editorials to be beneficial because they are inexpen- We recommend reaching out to a well respected member of the healthcare
sive and compelling. The editorials topics would vary depending on the chosen magazine and
time of year. We would like CHCA to serve as an advocate for general health in Arkansas Life
community who would be willing to promote CHCA and it’s clinics. When
and Arkansas Health and Living Magazine. This may consist of recommended health tips from considering a candidate, keep these qualities in mind; well known across the
a doctor in CHCA. In Little Rock Family we would specifically focus on children's health and state, someone with a healthcare background and someone whose values
the importance of the vaccine. are parallel with those of CHCA.

• Arkansas Life
• Arkansas Health and Living
Magazine
• Little Rock Family

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Traditional Media
Radio

BUILDING BLOCK #3
103.7 The Buzz
We are recommending running radio ads to advertise the CHCA 5k. 103.7 The Buzz reaches a demographic of Generation
X, middle class, men and women that we believe have power over family health decisions. These ads will be an opportunity
to encourage registration for the CHCA 5k as well increase brand awareness.

Advertising Strategy
Television
KATV, KAFT, KAIT, KTVE
We are recommending that CHCA invest in producing commercials and buying airtime for television advertising. We
have chosen networks based on their regional (KAFT reaches Northwest Arkansas) and statewide impact (KATV). These
commercials could be part of the of the increasing brand visibility throughout the state, or they could be used as a resource
for encouraging people to register and attend the 5K hosted by CHCA. We believe that by airing these commercials we will
utilize the strengths of CHCA (Rhys’ video/editing knowledge) and increase Arkansans’ knowledge and empathy for the
CHCA community.

The goal for the advertising strategy is Newspaper


to target a wider audience through radio, Arkansas Democrat Gazette
television and print advertisements. Sundays Only: December-February (Brand Awareness) & June-August (Promote 5K), 13x

The use of traditional media will reach a We are recommending CHCA invests in print advertising through the Arkansas Democrat Gazette. This publication is one
of the most widely circulated (get a stat) in Arkansas and will bring brand visibility throughout the state. We suggest running
different audience than that of the digital general CHCA “Your Community, Your Health” ads from the months of December through February. This hits the height of
strategy and will increase awareness for flu season and encourages “whole person” wellness. We suggest promoting the CHCA 5K from the months of June through
August. The demographic for the Gazette is Baby Boomers and Generation X, which we believe make the biggest health
22 CHCA. decisions in the state. 23
Social Media Paid Promotions Facebook
• Current # of followers: 482
• 6-month goal: 318 new followers for a total of 800 followers (133 new followers/month)
The goal of promoted posts is to in- • Promoted Page: $10 per day (estimated 6-24 likes per day) - anywhere from 1,080-4,320 likes per month
= $1,800 over a 6-month span
crease awareness and social media
• Promoted Posts:
following by promoting popular posts. • Promote posts at least 3 times per month
These posts will target a larger audience • Each post lasts for 14 days. After the first 2 months, look at engagement and types of posts that
and will expand the reach of CHCA. are being promoted to decide if it’s worth continuing
• Demographics can be sent for each post depending on the kind of post that it is.
• Ex: 5k promotion would be targeted to Arkansans 18+. Specific demographics include Life
events, runners, health and fitness, etc.
• $80.50 for 14 days reaches from 12,000-32,000 people (all over Arkansas)
• 3 times/month at $80.50 = $241.50/month = Roughly $1,450 over a 6-month span

TOTAL BUDGET FOR 6 MONTHS: $3,250

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Instagram LinkedIn
• Current # of followers: 15 • Current # on Page: 45 followers with 12 employees listed
• Current # on group: 25 members
• Following: 32
• 6-month goal: 55 new followers for a total of 100 followers (roughly 10 new followers per month), 17 new employees listed for a
• Current # of posts: 13 total of 30 employees listed (roughly 3 new employees listed per month), regular CHCA job postings and the creation of promoted
• Average of 9 likes per post posts to grow CHCA awareness.

• 6-month goal: 85 new followers for a total of 100 followers (15 new followers/month)
• Campaign Manager
• Sponsor storytelling and interactive posts at least 3 times per month. • We suggest using the Campaign Manager tool to create an advertising campaign featuring sponsored posts for CHCA.
• After the first 2 months, look at engagement and types of posts that are being promoted to decide if • Cost per click method: $1 per click
it’s worth continuing. • Minimum daily budget: $10 per day
• Minimum daily budget for sponsored post engagement: $10 per day ($1,800 over 6 months)
• Monthly health-related giveaways on page to drive traffic to page. TOTAL BUDGET FOR 6 MONTHS: $1,000
• $25 maximum for each giveaway ($150 over 6 months)
• Must indicate that Instagram itself does not endorse the post. Twitter, Pinterest, YouTube:
• Hire an Arkansas-based health influencer to run CHCA’s account for 1-3 days each month (gets paid • Free posting
$300 for each account takeover) • Job Sites (with Indeed as a priority): Free, frequent job listings
• Cost: $1,800

TOTAL SOCIAL MEDIA BUDGET: $8,000


TOTAL BUDGET FOR 6 MONTHS: $3,750

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Digital Strategy Social Media Bio
The digital strategy of this campaign Utilizing this bio for each website will allow all audiences to see what CHCA is, while providing
a cohesive message across all platforms.
is designed to bring awareness to
The Community Health Centers of Arkansas (CHCA) provide federally qualified and holistic
CHCA and increase social media
healthcare to all Arkansans. Our sliding scale fee allows us to offer comprehensive care across
presence and following through the 53 counties regardless of a patient’s insurance status.
use of storytelling, informative and CHCA offers services as diverse as its patient base.
interactive posts.
Mission:
We provide high-quality, accessible, and affordable healthcare to all Arkansans.

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Three Main Prongs of Content General Rules for Social Media
Storytelling: provides personal connection to community • Always include a picture to draw attention the post.
Community based videos provide an insight to all employees, whether they are doctors, nurses, office managers, • Keep active voice and end with a call to action.
or receptionists, of CHCA. By focusing on the “Your community, your health.” slogan, we can convey a message to
potential clients of CHCA that they can find a community of people that care about them here, while emphasizing the • Call to action asks something of the reader or encourages response, and should be what your goal is for
importance of taking care of their health. the post (ex. -a post about flu shots at CHCA) “Stop in and get your flu shot today!”
Your Community photos are linked to the community-based videos to keep content consistent across social media • Include links back to the webpage or other media to facilitate traffic to other sites.
platforms. These quotes include why they enjoy working, how they got involved, an inspirational story, etc. - like
• Keep posts relevant to the audience - tell them what’s going on with your organization, but also provide
Humans of NY
information that may help them, such as healthy recipes or articles pertaining to health needs or
Patient testimonials from each region of Arkansas will highlight the distinct cultures, as well as the care that each
questions they may have - basically be a trusted resource for your audience.
health center can provide. These testimonials can include content such as how CHCA is improving their quality of life or
even how receiving care at CHCA enabled them to achieve a goal. • Always proofread!
Doctor and nurse testimonials will describe how they got involved with CHCA or what they love about working there.
This will help to target prospective medical professionals who might be interested in working at CHCA, as well as
engender a sense of locality and community for the clinics.

Informative: All about the clinics


The platforms we’ve chosen to prioritize through paid promotion are Facebook, Twitter, Instagram and
Facts about CHCA and each community health center will give short descriptions, in layman's terms, to social media
audiences about what services CHCA’s provide and who/what they are (including photos and website links in each
LinkedIn (separate document for pricing and how-to’s). These are the platforms that we believe have
post). the highest amount of potential to help CHCA reach a larger audience and have more of an online presence
within the Arkansas communities we are trying to reach. We will still produce content and strategize for
Interactive: targeted information Pinterest, YouTube and job search sites, but all content posted to these platforms will be organic.
The interactive content will provide ways for CHCA to engage with social media audiences. It will focus on specific
awareness campaigns, regional health issues or ask questions to followers to encourage responses.
• Specific hashtags will provide a common theme anytime posts are made on that subject. For example:
• #HeartHealth ---> focus on healthy heart-related foods or exercise
30 • #SeeTheDifference ---> focus on vision care and vision services 31
Facebook Twitter
• Target Audiences: Young moms with families, the middle
• Target Audiences: Young moms with families, millennials
class, older couples, and special populations
• Strategy: 1-2 times per day - storytelling, informative, interactive
• Strategy: 3 posts/week ---> storytelling, informative, and
interactive posts • Ways to Reach Audiences:
• Ways to Reach Audiences: • Hashtags
• Promoted posts: The cost varies depending on • Sponsored tweets
many people you want to reach and charges based the • Informative tweets that link back to the website
number of impressions the post actually reaches. • Conversations/interaction with followers
• Create posts that are interactive and respond. • Current Traffic on CHCA: 511 followers
• Host contests where people Like and Share the • How to Measure Success:
page.
• Monitor following
• Ask people to share the page at Live Events.
• Monitor number of retweets per tweet
• Ask each branch of CHCA to promote the page in
• What tweets get the most interaction
their clinics and on their own Facebook pages.
• Current Traffic on CHCA: 470 Likes
• How to Measure Success: Utilize Facebook Insights/
Analytics to measure Views/Likes on specific posts in
comparison to others.

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Instagram LinkedIn
• Target Audiences: Millennials, mostly women between •Target Audiences: Potential employees, the middle class, organizations and governments
the ages of 18-29 • Strategy: 3 posts/week ---> storytelling, informative, and interactive posts, and job listings as they become available
• Strategy: 3 times per week - storytelling with photos of • Ways to Reach Audiences:
people and interactive for awareness campaigns • Engage with your current employees and encourage them to create profiles and ask them to include links to the
company homepage on their profiles and email signatures.
• Ways to Reach Audiences:
• Promote the page outside of the company. Link to the company page in all marketing communications such as:
• Hashtags, make your brand more discoverable emails, newsletters and blogs. Invite customers, partners and other key audiences to become followers.
• Sponsored posts • Add a “follow” button to your website.
• Create relevant posts • Launch your own discussions or contribute to current popular ones. Also, if you manage LinkedIn Groups that focus
• Make posts engaging on your company or industry, or participate in other groups, you can feature these groups on your company page.
• Launch a follower ad campaign. Follower ads appear throughout LinkedIn and can be targeted to members in specific
• Include a link in bio to boost traffic to your site
industries, companies and regions to help you attract the right followers for your company.
• Keep a consistent name and photo, be recognizable • Once you have created content to promote your organization, you can also use LinkedIn’s targeting capabilities to
• Create interesting/informative bio that hooks followers, target your specific audience: location, company, job title, and skills.
keep it light • Current Traffic on CHCA: 42 followers and 13 employees
• Current Traffic on CHCA: 11 followers • How to Measure Success:
• How to Measure Success: • A/B Test Your Targeting:
• Try filtering by skills versus job title, industry versus function and with or without geographic limits to see what
• Growth in amount of followers
is working and what isn’t. Keep refining over time, and you can find a more relevant audience without sacrificing reach.
• Growth in number of likes on posts • Use Click Demographics to Fine-Tune
• See if people are engaging with posts • After you have accumulated enough data with a wide audience, check the “Click Demographics” tab in
Campaign Manager. You will be able to see how your content is performing with different subsets of your audience
(Audience Targeting Tips for Reaching Those Who Matter).
• Growth in amount of followers
34 • LinkedIn users with their role in CHCA listed on their profiles 35
Pinterest Indeed (our recommended job site for CHCA), Glassdoor, Monster, etc.:
• Target Audiences: Young moms with families, young adults • Target Audiences: Potential employees, young moms with families and organizations/governments
• Strategy: Post regularly(between 5-30 times per day). Creating a secret board with pins allows constant pinning to be • Strategy: Post job listings as they become available and encourage individual clinics to link the job listing back to the CHCA web-
much easier because it will build up a resource of information. site for the application process.
• Ways to Reach Audiences: • Ways to Reach Audiences:

• Pin meaningful content that connect with community needs • An effective job title and job description
• Use A/B testing to determine this
• Create organized boards
• Streamline your application process
• Keep content diverse: recipes, services, workouts, things that apply to Arkansas, motivation and inspiration words,
etc. • The shorter and less complex the application process, the better.

• Current Traffic on CHCA: None • 42 percent of job seekers cite the lengthy application process frustrating when searching for jobs
• 78 percent would apply via mobile if the job process was simplified
• How to Measure Success: Use Analytics to track: daily impressions, views, repins, and saved pins.
• Grow your employer brand

YouTube •

83 percent of job seekers say reviews impact where they apply
46 percent say company reputation impacts their decisions to accept jobs
• 5 percent increase in apply rate when
• Target Audiences: Anyone using any of the other social media platforms
• Find the right candidates:
• Strategy: Post regularly, whenever there is a new video
• Use the “Find Resumes” features
• Ways to Reach Audiences: • Make use of the “Sponsored Job” feature
• Quality of videos • Become a “Featured Employer”
• Consistency of videos • Current Traffic on CHCA: Clinics such as MainLine Health Systems and Healthy Connections in Mena, AR have established a
• Use a storytelling aspect to show the people of CHCA presence on Indeed. The central hub should also encourage its rural clinics to post job listings on Indeed and link those listings
back to the CHCA website for the application process.
• Current Traffic on CHCA: No presence on YouTube. The “Your Community. Your Health” videos can be found on the
CHCA website and on Vimeo. • How to Measure Success: Keep track of: visits and visitors/job views/actual hires/applications/searches and referrals/pages per
visit and time on site.
• How to Measure Success: YouTube allows you to track who is watching your videos, where they are from, etc. using
the “Managing my videos.” Also, tracking the number of views is useful as well.
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Calender of Events FEBRUARY Storytelling: Anytime Informative: Anytime Interactive: Dates may vary

The following posts are examples of content we believe will engage audiences and boost followership. We Facebook Community based video featuring a CHCA Heart disease is the leading cause of It’s #HeartMonth! Take this My Life Check
dentist to highlight National Children’s death, not just in the U.S., but in the Quiz by the American Heart Association to
have listed three examples/ideas per month for four months. Dental Health Month. Talk about stories world. You can take care of your ticker see how your heart health lines up! http://
of kids getting check up, and could pull in by taking simple steps, such as exercis- tools.bigbeelabs.com/aha/tools/mlc
the Kids Are Silly, Dental Health is Serious ing, tracking and controlling your blood
theme. Talk about ease of access to care pressure, eating healthy, and not smoking.
with CHCA. Include link back to CHCA If you have any concern about your heart
website. (Visual: video) health, come visit us at CHCA and let us
help you. You can find your nearest health
center here! http://chc-ar.org/our-health-
JANUARY Storytelling: Anytime Informative: Anytime Interactive: Dates may vary centers/. (Visual: a CHCA doctor using a
stethoscope)

Facebook Community based video utilizing “Your Most Arkansans call rural communities Did you know that Arkansas has the 25th INSTAGRAM Healthcare provider spotlight--meet the Did you know that CHCA has more
healthcare providers of East Arkansas than 100 federally qualified service sites
Community, Your Health.” slogan. High- their home and face more health challeng- highest death rate in the country due to
Family Healthcare (West Memphis). High- throughout the state, each catering to
light a nurse from the East Arkansas es due to the lack of access to healthcare prescription drugs? If you or someone you
light one of the healthcare providers at unique needs? Click the link in our bio to
Family Healthcare (West Memphis) clinic. services than those in urban settings. The know is struggling with an addiction prob-
East Arkansas Family Healthcare by post- find the CHC closest to you. (photo: map
Interview should focus on why they love Community Health Centers of Arkansas lem, contact your local community health
ing a photo and a quote--focus on why of CHCA’s various service site locations
their community health center. Include a are here to provide quality care in the center to get the help you need by visiting
they love their community health center throughout the state) you. You can find
link to the CHCA website. (Visual: video) underserved areas of the state. Find the http://chc-ar.org/. #NationalDrugsandAlo-
and the services it provides. your nearest health center here! http://
nearest health center to you by visiting coholFactsWeek (Visual: stock photo of
chc-ar.org/our-health-centers/. (Visual: a
http://chc-ar.org/our-health-centers/. prescription bottle)
CHCA doctor using a stethoscope)
(Visual: map of where CHCA centers are
located) TWITTER It’s #HeartMonth! Take care of your heart
by exercising, avoiding smoking, and
getting regular check ups at your nearest
INSTAGRAM Healthcare provider spotlight--meet the Did you know that CHCA has more
CHCA clinic!
healthcare providers of East Arkansas than 100 federally qualified service sites
Family Healthcare (West Memphis). High- throughout the state, each catering to LINKEDIN Community based video featuring a CHCA Heart disease is the leading cause of death, It’s National Black HIV/AIDS Awareness
light one of the healthcare providers at unique needs? Click the link in our bio to optometrist to highlight AMD/Low Vision not just in the U.S., but in the world. You can Day! Get educated. Get tested. Get treat-
East Arkansas Family Healthcare by post- find the CHC closest to you. (photo: map Awareness Month. Talk about stories of take care of your ticker by taking simple steps, ed. Get involved! (Visual: National Black
ing a photo and a quote--focus on why of CHCA’s various service site locations patients getting check ups. Talk about such as exercising, tracking and controlling HIV/AIDS Awareness Day logo)
they love their community health center throughout the state) ease of access to care with CHCA. Include your blood pressure, eating healthy, and not
and the services it provides patient testi- link back to CHCA website. (Visual: video) smoking. If you have any concern about your
monial about CHCA’s optical care centers heart health, come visit us at CHCA and let
for Glaucoma Awareness Month. Post a us help you. You can find your nearest health
photo of the patient with a quote about center here!. (Visual: a CHCA doctor using a
the vision care they received from CHCA stethoscope)
and how it’s had an impact on them.

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MARCH Storytelling: Anytime Informative: Anytime Interactive: Dates may vary APRIL Storytelling: Anytime Informative: Anytime Interactive: Dates may vary

Facebook Utilizing the “Your Community, Your Did you know that the Community Health March is National Save Your Vision Month! Facebook Patient testimonial from a specific region CHCA clinics are not free, however we April 24 is World Meningitis Day. Are your
Health.” campaign, share an inspirational Centers of Arkansas serve an average Visit your nearest Community Health Cen- of Arkansas explaining their experience do offer services at a discounted price to kids vaccinated? If not, ask your physician
story, This can be from a patient who re- of ***** patients per year? Our 12 health ter of Arkansas to schedule your eye exam with their local health center. This can be those who qualify, based on their income at your community health center how you
ceived care from a health center or a staff centers around the state seek to provide today! #SeethedifferenceatCHCA http:// a photo with the quote in the caption. Pro- and household size. The East Arkansas can prevent this illness. Visit http://chc-ar.
member who encountered a patient and quality care to every Arkansan. For more chc-ar.org/ (Visual: stock photo of patient vide a link back to CHCA website. (Visual: Family Health Center (tag them in this org/ for more information on CHCA and
was impacted by their story. Include a link information, please visit http://chc-ar.org/. reading eye exam chart) photo of patient) post) provides an explanation of our slid- your nearest health centers. (Visual: stock
back to the CHCA website. (Visual: photo (Visual: stock photo of arkansas) ing scale fee here: http://www.eafhc.org/ photo of kids playing)
of patient or staff member) YourFirstVisit.aspx. For more information
on CHCA, http://chc-ar.org/. (Visual: stock
photo of dollar signs)
INSTAGRAM Patient testimonial--focus on a patient CHCA clinics are not free, but we offer our
story from a specific region of Arkansas. services at a discounted price to those
Post a photo of the patient and include a who qualify, based on their income and INSTAGRAM Patient testimonial--focus on a patient t’s World Immunization Week! CHCA
quote about how that specific CHC’s pres- household size. To learn more, visit the story from a specific region of Arkansas. has clinics across the state that provide
ence in their home has made a positive link in our bio. (Link in bio to “About Us” Post a photo of the patient and include a immunizations based on our sliding scale
impact or improved their quality of life. page on CHCA website) (photo: doctor quote about how that specific CHC’s pres- fee. Visit CHCA’s website to find the clinic
staff at a CHCA clinic) ence in their home has made a positive closest to you. (photo: CHCA doctor prep-
Doctor/nurse testimonial--tell the story of impact or improved their quality of life. ping for an immunization)
a doctor or nurse from a specific region
and how they became involved at CHCA. Doctor/nurse testimonial--tell the story of
Post a photo of the doctor or nurse and a doctor or nurse from a specific region
include a quote about why working for and how they became involved at CHCA.
CHCA has positively impacted their lives. Post a photo of the doctor or nurse and
include a quote about why working for
LINKEDIN Community based video utilizing the “Your It’s National Cheerleader Safety Awareness
Month! At each Arkansas Community Health
Patient testimonial focusing on a patient
CHCA has positively impacted their lives.
Community. Your Health.” slogan. High- safety story from a specific region of Ar-
light a nurse from the Boston Mountain Center, we value the health and safety of our
local cheerleaders. Cheersafe.org offers a pleth-
kansas in honor of Patient Safety Aware- LINKEDIN Community based video utilizing the “Your 27 Americans die every day as a result of drunk
driving crashes. Alcohol Awareness Month. If
Did you know that sleepwalking tends to
Rural Health Center (Marshall) clinic. Inter- ness Week. Post a photo of the patient Community. Your Health.” slogan. High- be a fairly normal part of a child’s early
view should focus on why they love their ora of progressions and safety rules to imple- and include a quote about how that spe- light a nurse from the Community Clinic you or someone you know is struggling with sleep patterns? To understand what’s
community health center. Include a link to ment into your program. Also, be sure to visit cific CHCA tended to their health needs (Springdale). Interview should focus on an alcohol addiction problem, contact YOUR causing your child’s sleepwalking or for
the CHCA website. (Visual: video) YOUR Community Health Center for other and ensured their safety during their time why they love their community health cen- local community health center to get the help other sleep-related issues, visit YOUR
health-related needs. (Visual: picture of a local at the clinic. ter. Include a link to the CHCA website. that you need. (Visual: stock photo of a field local community health center for a sleep
cheerleading squad or of a single cheerleader (Visual: video) sobriety test) study today!
cheering at a football game)

40 41
Strategy
Totals

BUILDING BLOCK #4
Arkansas State Fair Booth……………………………………………………….1,115.00
RiverFest Booth…………………………………………………………………...700.00
Little Rock 5K……………………………………………………………………...26,380.00

Bridge Strategy
Film Festivals: (assuming regular/official deadlines)..................................... 160.00
Internship…………………………………………………………………………...4,000.00
Newspaper Ads…………………………………………………………………....4,774.96
Radio………………………………………………………………………………..4,320.00
Television…………………………………………………………………………...2,000
Promoted Posts……………………………………………………………………8,000.00
Branding Items……………………………………………………………………..6,000.00
Bridge Strategies…………………………………………………………………..12,550.04

This is an amount set aside for the CHCA to use


Final Total……………………………………70,000.00
to help clinics sponsor their own regional events.
These could include Family Fun Runs, print media,
ect. See the bridge strategies section of the plans
book for more information on the individual strat-
egies. This amount will also change depending on
42 the digital team’s budget. 43
Internship
College students studying marketing communications look for ways to build their portfolios

BUILDING BLOCK #5
and networks while garnering valuable work experience.We recommend adding a
CHCA marketing communications internship. Intern responsibilities could include media
management, press release development and distribution, other content development, and

Internship
event assistance.

Requirements:
• college age
• Marketing/Communications student
• Media management, content production, event assistant
• 40 hours a week
• 10 weeks
• $10 an hour

44 45
Long Term Planning
These are future events that CHCA may want to eventually host to continue to

BUILDING BLOCK #6
grow their brand and be involved in the community. These goals are “long-term”
because they are unachieveable through CHCA’s current budget and network.
Hopefully, CHCA will continue to grow and increase its awareness so it can host

Under Construction
these events.

Gala
This event would a be great way to raise money and reach legislators and other influential people within Arkansas. This event could
include a nice dinner, a silent auction, etc.

Razorback Football Tailgate


A sponsored tailgate by CHCA would allow the organization to spread its name to people from all over the state. Also, if this became
set event for every football game, it could be a great branding strategy: “This Saturday marks the annual CHCA Razorback tailgate.”
This could also provide CHCA with some sort of unique fundraising opportunities so they could continue to host events like these.

How we see that CHCA can grow in efforts to


bridge the gap between healthcare providers
Razorback Halftime Show
Once again, this event would be another unique branding strategy for CHCA. If CHCA could sponsor the event every season, it would
and the community in Arkansas. allow current and potential patients to link CHCA with something much more fun than a doctor’s visit. This could also provide CHCA
with some sort of unique fundraising opportunities so they could continue to host events like these.
46 47
Budget
BUILDING BLOCK #7 Events
Arkansas State Fair Booth

Budget
Rental For outside booth:
10 x 10 rental space………………………………………………………………..500.00
Electric needs………………………………………………………………………135.00
Booth Insurance……………………………………………………………...…….100.00
Total………………………………………………………………………………….735.00
Booth:
Tent (purchase, 10 x 10)………………………………………………………...…380.00
Total…………………………………………………………………….….………..380.00
Arkansas State Fair Booth Total…………………………………………………...…..1,115.00

RiverFest Booth
Rental for booth:
Includes tent and electricity needs
10 x 10 booth……………………………………………………………....…….…700.00

Family Fun Run 5K


All estimates below are using the assumptions that this 5K will draw in 2,000 participants
Revenue Sources:
Entry fee ($15 x 1,500)……………………………………………….…………..22,500.00
Late entry fee ($20 x 300)………………………………………………….….…6,000.00
Last Chance entry fee ($25 x 200)…………………………………………..…..5,000.00
Sponsorship (estimate)………………………………………………….…….….5,000.00

Total Revenue Sources………………………………………………….……………...33,500.00

48 48 49
Traditional Advertisements Expenses
Newspaper Ads Permits……………………………………………………………………….…....500.00
Arkansas Democrat Gazette Port-a-potties (estimated 10 @ $175 each)………………………………...…..1,750.00
Sunday ads, color--December-February and June-August…………….4,774.96 Course signage (estimate)…………………………………………....…….……500.00
Radio Spots Prizes:
The Buzz Radio Winnings ($500 for first man/woman finishers)…………………………...……1,000.00
Advertising 5K 6 times a week for 6 weeks……………………………...4,320.00 Mugs (passed out for first 100 finishers)……….………………………….…..800.00
Television Ads Timing fees/bibs…………………………………………………….………......3,135.00
Statewide T-shirts ($6.31 per shirt)……………………………………….…………..…..12,620.00
KATV Participant medals ($3.00 per medal)…………….………………….....….….6,000.00
Regional Total Expenses………………………………….…………………….....………….…26,380.00
KAIT--Jonesboro (NE Arkansas)


KTVE--El Dorado (S Arkansas)
KHOG-TV--Fayetteville (NW Arkansas) Film Festivals
Little Rock Film Festival--documentary
Early deadline……………………………………………………….…………..50.00
Digital Advertisements:

Regular deadline…………………………………………………………….….60.00
Late deadline……………………………………………………………….…...80.00
This amount is set aside for the digital team to use while making plans for their promoted social media posts. Any leftover from this Extended deadline………………………………………………………….…..90.00
amount will be included in the bridge strategies. Bentonville Film Festival--short film competition
Early deadline………………………………………………………….…….….25.00
Digital team budget………………………………………………………………...10,000.00 Official deadline……………………………………………………………..…..35.00
Late deadline………………………………………………………………..…..45.00
Bentonville Film Festival--feature length competition
Branding Items

Early deadline………………………………………………………….…….….50.00
Official deadline…………………………………………………………….…...65.00
Late deadline…………………………………………………………………....90.00
All estimates below are cost per item because they’re priced like that when you buy over 500 items
Pens.………………………………………………………………………………….0.92
Flashdrives…………………………………………………………………………...5.67
Plastic Cups (large)...........................................................................................0.66
Mugs…………………………………………………………………………………..1.12
Sunglasses…………………………………………………………………………...1.66
Stress Balls…………………………………………………………………………...0.74
50
Frisbees……………………………………………………………………………….??? 51
ACKNOWLEDGEMENTS
As a class we are so thankful to have had the opportunity to partner with CHCA in this campaign. We hope
our efforts will help grow awareness statewide for CHCA and its clinics across Arkansas.

We want to thank everyone who took part in the creation of the campaign
from our class:
Creative Team: Karley Telfer, Lauren Teague, Demetris McAdoo, Morgan Cansler
Digital Team: Abbey Little, Katie Kemp, Evan Wheatley, Hannah Hines, Stephanie Bell
Strategy Team: Katie Smith, Estefanie Perez, Sidney Meriweather, Danielle Droste, Suzanna Rieves, Caro-
line Winkler, Katharine Kirby, Emily Brosius
Plans Book Editors: Katharine Kirby, Stephanie Bell, Emily Brosius
Presentation Team: Evan Wheatley, Hannah Hines, Estefanie Perez, Katie Smith, Lauren Teague

We would also like to thank those outside of class that helped in the cre-
ation of the campaign:
Dr. Rebecca Jones
LaShannon Spencer
Rhys Northern
52 53

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