15. national and state outreach 10.26 - mphi...national recruitment and retention campaign national...
TRANSCRIPT
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StateandNationalOutreachMARTELLEESPOSITO,MS,MPH
OCTOBER26,2016
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WhatisOutreach?OUTREACH(NOUN)
qTheactorinstanceofreachingout
qLengthorextentofreach
qTheextendingofservicesorassistancebeyondcurrentorusuallimits
OUTREACH(VERB)
qToreachbeyond,exceed
qToreachout
TOREACHOUT
qToextendone’sgraspoutward
qToenlargeone’scircleoffriendsandexperiences
qToextendone’sgrasptosomeoneorsomething
qTotrytocommunicationwithapersonorgroupofpeople,usuallyinordertohelporinvolvethem
qToofferhelpandsupporttosomeone
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OutreachisRelational
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BuildingRelationships
q Buildingnewrelationships
q Strengtheningexistingrelationships
“ShouldIparticipateinWIC?Why?”
“ShouldIstickwithWIC?Why?”
}
}
PromotionandRecruitment
Retention
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AdvicefromaPRProfessionalonRelationship-Building
youwanttotrytobuildtherelationshipbeforeyouneed
themortheyneedyou
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KeystoSuccessfulRelationships
qAwareness
qTrust
qUpliftingCommunications
qPositiveExperiences
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StateandNationalStrategiestoBuildRelationships
qAunifiednationalbrand
qNationalrecruitmentandretentioncampaign
qImprovingtheWICexperience
qStrengtheninglocal,state,andnationalpartnershipsforbetterreferralsystemsandgreatercommunityvisibility
qThinkingoutsidetheboxandsharingideas
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AUnifiedNationalBrandNationalWICAssociationandSullivan
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TheCurrentReality
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WhyCreateaUnifiedNationalBrand?
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TheProcess
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BrandStrategy
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BrandVisualIdentity
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BrandVisualIdentity
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BrandVisualIdentity
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BrandVisualIdentity
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BrandVisualIdentity
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BrandActivation
NWA-HostedisWebinarsaboutBrandGuidelinesandMessagingToolkit,sothatcangetthetrainingandtoolstoimplementthebrandinyourlocalagencies
qThursday,October27th
qTuesday,November1stWeallhavearoletoplayinsuccessfullyimplementingthenewbrand!
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NationalRecruitmentandRetentionCampaignNationalWICAssociation,Imprint,andtheMeredithCorporation
Anintegratedmulti-platformmediacampaigntoraiseawareness,driveenrollment,andimproveperceptionofWIC.ItisdesignedforbothEnglishandSpanish-speakingaudiencesandwillleveragethenewbrand.
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Objectives
q1.IncreaseenrollmentofWICeligiblemoms
q2.ImproveperceptionoftheWICprogram
q3.RetainmomsintheWICprogramlonger
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DistributionandMediaPlacementDIGITALADVERTISING
qContextualmediaplacementonsitessuchasParents.com,Parenting.com,etc.
qProgrammaticplacementofdisplaymediareachingWICeligiblewomenwhoareonlinebrowsinganysite
qRetargetingdisplaymediaonwebsitesthatfollowmomswhohavevisitedWICsites
qE-mailoutreachtoWICeligiblewomen
POINT-OF-CAREEDUCATION
qConnectwith95%ofallwomenwhogivebirthviaeducationalcontentdistributed:
qPrenatallyattheOB/GYNoffice
qRightafterbirthatthematernityward
qAsthebabygrowsatthepediatricianoffice
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DistributionandMediaPlacementPRINTADVERTISING
qPromoteWICenrollmentinformationviafullpageadvertisementsinrelevantmagazinesincluding(butnotlimitedto)◦ AmericanBaby◦ Ser Padres◦ ParentsLatina◦ Countdown
MOBILEADVERTISING
qPushnotificationsandalertstophonesofopted-inWICeligibleandenrolledwomenatkeystages(ex:whenthebabyreachesadevelopmentalmilestone),changesinpolicy,nutritionadvice,etc.
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DistributionandMediaPlacementSOCIAL/DIGITALPR
qDeveloprobustsocialplaybooktodeterminewhichchannelsyieldmostimpactwithWICcommunity
qDevelopanddistributecontentviaYouTube,Facebook,bloggersandotherrelevantsocialanddigitalmediachannelstoreachdecision-makers,WIC-eligibleandenrolledwomen
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WhatElsetoExpectCAMPAIGNACTIVATIONTOOLKIT
qProvidedigitalassets,instructionsandbestpracticeguidelinesthatenablelocalWICagenciestoactivatecampaignmaterialsdigitally(websites,socialmediachannels,etc.)andviagrassrootsadvocacy(churches,beautysalons,laundromats,etc.)
ALLPROMOTIONWILLDRIVETO:
q Anational1-800number
q Textformoreinformation
q Acentralweb/mobilepagethatcontainsbasicWICinformationandasimple“AmIEligible?”toolwithinstructionsonhowtocontacttheirlocalWICoffice
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WhatElsetoExpectMEASUREMENT
qAllmediawillbemeasuredforaudienceengagementandenrollmentinquiry.Mediawillbeoptimizedonanongoingbasistodrivemoresitevisits,textinquiryandphonecalls.
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NationalCampaignLaunch
qDigitalLaunchandLiveWebsite:November15,2016
qPrintAdsStartingandLocalActivationToolkitShared:February2017
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ImprovingtheWICClientExperience
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WICClientJourneyMapq ShowstheprocessesofWICclients
q Showsthepainpointsandbrightspotsoftheiremotionaljourney
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TippingthescaleinfavorofdecidingtoparticipateinWIC
qSomethingsareinyourcontroltochangeandsomethingsarenot.
qThegoalistotrytomakesmallchangesinclientexperiencethatadduptowardsdecidingtoparticipateandremainparticipatingintheWICprogram.
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The5HumanFactorsthatDriveExperienceqPhysical:Howdopeopleexperiencetheirphysicalinteractionwiththingsandotherpeople?Whatdotheytouch,push,pull,open,close,lift,carry,walk,control,andsoforth?
qCognitive:Howdopeopleassociatemeaningstothingsandservicestheyinteractwith?Whatarethevariousinteractionsthatrequirepeopletothink?Whatdotheyread,research,process,assess,anddecide?
qSocial:Howdopeoplebehaveinteamsorinsocialsettings?Howdotheyformallyandinformallyinteract,makedecisions,coordinateactions,makeschedules,andworktogether?
qCultural:Howdopeopleexperiencesharednorms,habits,andvalues?What,ifany,sharedvaluesseempresent?Howaretheymanifest?
qEmotional:Howdopeopleexperiencetheirfeelingsandthoughts?Whatintheenvironmentistriggeringtheseemotions?Arepeoplesad,aggravated,frustrated,orhappy?
Kumar,Vijay,(2013),“3.4FiveHumanFactors,”101DesignMethods:AStructuredApproachforDrivingInnovationinYourOrganization,JohnWiley&Sons,Hoboken,NewJersey.
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WICExperienceReflection
qHowmighttheclientjourneylookfordifferentgroupsofyourclients?
qHowmightyouimprovetheirexperienceatdifferentpartsoftheclientjourney?
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StayTuned!
qForsomeideasonhowtoimprovetheWICexperiencewithlocalimplementationforthenationalunifiedbrandandthenationalrecruitmentandretentioncampaign.
qFormoreinsightsonhowtocreateandusejourneymapsto:
qProvidearesourceforprogramstafftoempathizewiththeexperiencesoftheirclients
qHelpidentifygaps/disconnectsinthestepsofWIC’sbehaviorchangemodel
qCreateaframeworkformakingcomparisonsbetweenprogramsandfororganizingandsharinginnovations
qHelpidentifyopportunitiesforpolicyandprogrammaticchange,bothobviousandinnovative
qInformpilotprojects,newprograms,andnewresearch
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StrengtheningLocal,State,andNationalPartnershipsforBetterReferralSystemsandGreaterCommunityVisibility
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GapsinKnowledgeandReferralstoWIC
Whenyouthinkofprogramsororganizationsaboutbreastfeeding,infantandchildnutrition,whatorganizationsdoyouthinkof?
38%ofPediatriciansand29%ofOB-GYNsrespondedwith“WIC”unprompted
Whenyouthinkofprogramsororganizationsaboutbreastfeeding,infantandchildnutrition,whatorganizationsdoyouthinkof?
94%ofPediatriciansand81%ofOB-GYNsnotedtheyhadheardofWICwhenWICwasanoptioninalist
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TheOB-GYNMOCq TheAmericanBoardofObstetricsandGynecologyMaintenanceofCertification(MOC):wasdevelopedtoenablephysicianstomaintainahighstandardofcurrentmedicalknowledgeandsafety.
qCertainactivitiesmustbecompletedforOB-GYNstokeepcertifiedasOB-GYNs
qNowanoptionforOB-GYNstoengagewithWICandothercommunitypartnersonprojectsrelatedtostrengtheningcommunityandclinicallinkages
qMadepossiblethroughapartnershipbetweenNWAandACOG,whoareworkingtogetherwithCDC-fundingtosupport31communitiesover3yearsimprovecommunity-clinicallinkagesandaccesstohealthyfoods.
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AAPScreeningforFoodInsecurityqScreeningforfoodinsecurityisnowencouragedforPediatricianstointegrateintotheirpractice
qThereisaopportunitytohaveaWICreferralbepartoftheoutcomeofthisscreeningandforWICstafftoencouragelocalproviderstodothescreeninginthefirstplace
qWillrequirelocalpartnershipsbetweenWICandhealthsystems
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LocalModelsqPhysicianandCommunityPartnerTrainingonWIC
qVarietyofReferralSystemsTailoredtoCommunityNeeds
qHaveemergedfromNWA’sCommunityPartnershipsforHealthyMothersandChildrenProject.Checkoutwww.greaterwithwic.org formoredetailsaboutprojects.
qTheremaybeothersoutthere.Pleaseshare!
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ThinkingOutsidetheBoxandSharingIdeas
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LocalInnovation
Areyoudoingsomethingthat’saninnovativeandeffectiveoutreachstrategy?
Itcouldbecomeastateornationalstrategy!
Alotofinnovationhappenslocallythatcouldbescaledthroughpolicyandsystemicchangesatastateandnational
level.
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So,joinusinthesenationalandstaterelationship-buildingefforts(outreach)!
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“Don’tbeafraidtogooutonalimb,that’swherethefruitis”–H.JacksonBrowne
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Questions?Comments?