Marketing Your AAA/ADRC on a Shoestring Budget

Outside Looking In

•What do you see when you approach your building?•What do you see and feel in your reception area?•What does the consumer interaction look and feel like?

Marketing Materials:

• Who is your intended audience?• Consumers• Staff• Partners• Funders

• What do you want them to know about your agency/program?

• Do your materials deliver the message clearly and effectively?

Presentations

• Know your Audience

• Do not make assumptions about what they know about your organization.

• Do not use acronyms

• Avoid “jargon”

Events:

• Make the space work for you• Layout of the booth space• Pay attention to traffic flow

• Work the event• Engage the consumer in conversation if possible• Invite them in to your space• You are your organization• Are there ways you can follow up with the consumer?

• Evaluate the effectiveness of the event

Outreach to Partners• Go beyond the circle of like-minded organizations:

• Think about these groups• Public Safety• Local Libraries• Community Colleges/Universities• Chamber of Commerce• Schools• Elected officials• Faith Based Communities• United Way• For profit businesses who share your vision.

Find some champions!

Building Relationships With Your Local Media

• Good media relations helps you tell your story-says who you are and what you do

• Your Goal – To Communicate:•Results•Successes•A job well done•Agency priorities•Ways to promote health, safety and independence

How to Engage the Power of the Press

• Spend time engaging the media• Visit your local newspaper- meet the social service beat reporter• Visit your local radio station – offer up interviews• Visit you local TV station – meet the assignment editor or news

staff

• Personal Contact• Ask them what their interests are

Remember:

• Any time you have a good story to tell, let the media know! The story may not make the news, but it doesn’t stand a chance if you don’t let them know about it.

Tools• a press release

• a phone call

• an editorial board

• a guest column or commentary

• an event/media advisory

• letter to the editor

Ideas• Success stories!

• News “hooks”selling your story –local angleconvincing the media of the newsworthiness

• Events

• Interesting people

• Tips

Resources

• Oregon Newspaper Publishers Association

• DHS Communications Office• Nelsa Brodie (503) -945-5690

• Websites of TV and Radio Stations

• Local Cable TV

Examples

Date: November 20, 2012 General Questions: Marie Cervantes or John Thompson, DHS Office of Adult Abuse Prevention and Investigations, (503) 945-9495

Check on Isolated, Vulnerable Neighbors, Friends

And Loved Ones during the Holidays

The Department of Human Services wants to remind Oregonians to be aware of the signs of self-neglect and/or vulnerable adult abuse. With family members coming to town visiting their friends, neighbors and loved ones this season, it is important to take the time to check in on the vulnerable and isolated people you may know to be sure they are taking care of themselves and are safe. Self-neglect can be defined as the inability of a person (more often than not due to worsening dementia) to provide themselves with the necessities of daily living. According to DHS officials, Adult Protective Services received over 2100 inquiries in 2011 relating to concerns about self-neglect. Indicators of self-neglect can be a lack of food and water, poor hygiene, dressing improperly, not taking critical medications and ignoring health problems. The person’s lack of understanding of their predicament leads to harm or endangerment. Self-neglect does not include individuals who are capable of making informed decisions or have different lifestyles where their standards for personal care or housekeeping are not that of their community. "Self-neglect and elder abuse is under-reported mostly because people do not know how to recognize the signs or indicators," said Marie Cervantes,

Examples

March 5, 2013 Contact: Elaine Young, Manager, State Unit on Aging. (503) 373-1726 or Kristi Murphy 503-373-2112 or Nelsa Brodie 503-945-5690

More Oregonians Seeking Information on In-Home Services

Nearly 50,000 Oregonians Called New Resource Line in 2012 More aging and physically disabled Oregonians are looking for options to stay in their own homes as shown by the calls to Oregon’s Aging and Disability Resource Connection (ADRC) in 2012. Oregonians called the ADRC 49,864 times in 2012 and searched its website over 91,000 times. This is according to the call and webpage summary released today by Department of Human Services (DHS). While callers consisted of family members, friends, neighbors, and agencies needing information, referral or assistance, the majority of callers were the consumers themselves. Statistics showed that most callers last year asked for referral to local resources with the most requested topic: in-home care options. The need for information and assistance was the next highest demand from those calling the ADRC. “Oregon has long been a leader in helping people who are aging or have a physical disability remain at home,” said Mike McCormick, Deputy Director of the Aging and People with Disabilities Program at the Oregon Department of Human Services. “People are looking for stability and independence at home and in their local communities,” he said. McCormick explained that a new Oregon initiative, Long Term Care 3.0, is designed to continue Oregon’s excellence in long term care and in helping

Putting It All Together

• Marketing + Communications + Media =SUCCESS

• Marketing is an ongoing process –it’s never done

• But it is not necessarily about adding new activities or expenses it’s about integrating these activities into what you already do.