Entertainment That Inspires Health

v

STARTING A (HEALTH) MOVEMENT

I Plan To…

1. Tell You About Incite

2. Share Cause Marketing and Strategic

Philanthropy Examples

3. Discuss the Importance of Developing

and Executing a Thoughtful CSR or

Community Impact Plan

4. Arm You With Ideas & Tools to Help

You Start a Movement

Where Impact is Born

Incubated within Emmis

Communications, Incite is a marketing

leader and community connector.

We specialize in driving results for

clients in the health, education,

government & nonprofit sectors.

We deliver cause and social impact

messages through influential media and

entertainment platforms.

Entertainment Inspires We believe:

• in meeting and reaching people where

they are

• that entertainment platforms create

inspiring vehicles to engage people in

impact efforts

• in creating marketing solutions that

connect people to resources that better

lives

• that healthy businesses fuel healthy

communities

Because of our unique position within a media

company, we are keenly aware of the issues

affecting the lives of the communities we serve.

As such, Incite’s strategic approach when

crafting engaging cause and social marketing

campaigns is:

• LOCAL LEADS

• INFLUENCERS

INSPIRE

• MULTIMEDIA

MOTIVATES

6

(v.)

A lot of work goes into building anything of great substance, and

the process of creating, sharing and engaging consumers in your

impact strategy is no different. Let Incite (n.) help you incite (v.)

actions needed to drive business and social impact. We’ll make

sure every brick falls into place with one or more of our services:

C O N S U L T

C R E AT E

A C T I V A T E

7

I N C I T E H E A LT H E x p e r t i s e

Why Incite? Incite has nearly 15 years of experience

developing and executing cause and

social marketing campaigns for:

• Hospitals / Healthcare Providers

• Companies & Brands

• Health Insurers

• State & Local Departments of Health

The most powerful marketing campaigns

deliver results beyond reach and

frequency.

Our clients engage Incite to help them

drive positive health outcomes in at-risk

populations and targeted communities

across the country.

v

Inspiring Positive

Health

Our custom marketing and outreach

campaigns include a mix of traditional

media elements, digital, mobile and social

media solutions, as well as grassroots &

event outreach designed to:

• Deliver new customer / patient

acquisition

• Link people to testing / screening

opportunities

• Improve company / brand perception

• Drive employee recruitment & retention

• Inspire individual and community health

v

C A U S E M A R K E T I N G D o i n g We l l B y D o i n g G o o d

Cause Marketing

Metrics

Source: Cone 2015 Communications Global CSR Study

C A S E S T U D I E S

C A M P A I G N

JIM BUTLER AUTO GROUP TEEN SAFE DRIVING

C H A L L E N G E

Ever day, more than 2,500 teens are involved in car

accidents. Jim Butler Auto Group is passionate about

keeping St. Louis teens safe on the roads and wanted to

arm teens and parents with the information they need to

make safe driving decisions.

S O L U T I O N

• Jim Butler Auto Group invited parents and teens to talk

about safe teen driving & to take the Jim Butler Teen

Driving Pledge

• Online resource www.STLSafeDriver.com

• Those who took the pledge voted for their high school

to receive $10,000

• Promotion included targeted mobile & video ads, social

media, television & radio commercials, press releases,

and letters & postcards to St. Louis high schools

R E S U L T

• More than 100,000 people have taken the pledge

• 48 area high schools participated in the 2015 contest

• Winning schools announced on KTVI’s Fox 2 Morning

show

P A R T N E R S

“We think it’s critically important for teenagers and their parents to have ongoing discussions about safe driving and our Teen Safe Driving pledge is a useful tool to help parents set high standards for driving practices.”

- BRAD SOWERS

J I M B U T L E R A U T O G R O U P

M E D I A

INDY HAS HEART • Campaign objectives:

• Raise awareness of heart disease

during Go Red month in February

• Provide education & recommendations

regarding risk factors for heart disease

and stroke

• Align sponsoring organizations with the

AHA and Go Red For Women brands

• Jenny Davis – Go Red For Women Director

• Heart Disease & Stroke Stats

• Go Red for Women / Indy Has

Heart Partnership

• Jenni Agramonte – Incite Indianapolis Director

• Developing mutually beneficial

partnerships

• Roche Diagnostics, St. Vincent

Heart Center & Subway

INDY HAS HEART

INDY HAS HEART Indy Has Heart is a four-week media and

community engagement campaign that

compliments the American Heart Association’s

Go Red for Women initiative. The campaign

includes:

• 60-second commercials airing across

WYXB, WLHK, WFNI and WIBC

• Online impressions via display ads, social

media posts, email inclusions and more

• Digital and social media promotion

• Exposure at Red Dress Dash press event

• Incorporation of influential Hoosiers in

heARTwork, vignettes and events.

• Full production and editing of all video,

digital and radio creative

C A S E S T U D I E S

C A M P A I G N

AMERICAN HEART

ASSOCIATION INDY HAS HEART

C H A L L E N G E

Roche Diagnostics, St. Vincent Heart Center of Indiana, and

Subway wanted to expand their support of AHA via a consumer-

facing platform. Their goals included:

• engaging the community in heart healthy activities

• raising awareness of the importance of preventing heart

disease, the country's number one killer of women.

• linking people to heart-healthy living while growing their

businesses

S O L U T I O N

Incite created the Indy Has Heart campaign to:

• Educate Hoosiers on risk factors for heart disease & stroke

• Provide recommendations to reduce heart disease risk

• Accomplish the supporting partners’ business goals

Influential Hoosiers including Paul George, Tamika Catchings,

Ed Carpenter and Butler Blue II created pieces of "heARTwork"

donated to the campaign.

The "heARTwork" was featured in the Indy Has Heart campaign

promotional materials, building signage, greeting cards and as

symbols representing the city's commitment to heart health.

R E S U L T

Over the past three years, Indy Has Heart's custom website

engaged over 13,000 Hoosiers. In 2015, Incite's social media

surrounding the campaign interacted with over 26,000 and the

Red Dress Dash received earned media from 4 local outlets!

P A R T N E R S

M E D I A

S T R AT E G I C P H I L A N T H R O P Y I n v e s t m e n t s Yi e l d I m p a c t

C A S E S T U D I E S

C A M P A I G N

SMALL CHANGES

FOR HEALTH

“I am so excited to participate in the 2016 Small Changes for Health program. I have been participating over the last few years and have incorporated several changes in my life. I have become healthier each year and enjoy new tips.”

- S M A L L C H A N G E S P A R T I C I P A N T

P A R T N E R S

C H A L L E N G E

The City of St. Louis Department of Health needed to motivate

St. Louis residents, employees, and visitors to increase their

health and fitness levels through proper nutrition and

exercise.

S O L U T I O N

Incite created Small Changes for Health (SCFH), a 10-week

online behavior modification program for participants to

enroll and receive weekly healthy living tips.

By making a weekly small behavioral change, participants

ultimately made one large change in their health and fitness

levels over the course of the program. This year marked the

7th year of the Small Changes for Health Wellness program.

R E S U L T

Driven by radio and digital advertising reaching over 2.2

million people, the SCFH platform changed the perception and

activities of those engaged. Based on the post-test results:

• 62% of participants reported themselves as being “active”

or “very active” compared to 44% in the pre-test.

• Those who classified themselves as somewhat or not active

decreased from 56% to 38%.

• 100% of participants reported they felt confident in their

knowledge about physical activity and nutrition to make

lifestyle changes

C A S E S T U D I E S

C A M P A I G N

INDIANA UNIVERSITY

HEALTH BICYCLE HELMET SAFETY

C H A L L E N G E

Informed by Community Health Needs Assessment results, IU

Health wanted to:

• educate Hoosier children ages six to 14 and their parents

about the importance of following safe bicycling practices

and wearing a bicycle helmet

• fit children with free bicycle helmets in areas of the state

where IU Health has a hospital presence

S O L U T I O N

To meet IU Health’s needs, Incite:

• recruited and trained a diverse engagement team to serve

as the Riley Hospital for Children Bicycle Helmet Safety

Crew

• built a comprehensive on-site activation program to engage

the target audience in bicycle and helmet safety

• organized and executed a series of 27 grassroots,

community engagement events including campaign

activation at summer camps, large festivals and fairs

R E S U L T

Over 4,000 children were educated on bicycle safety practices

and properly fit with a free Riley Hospital for Children

branded bicycle helmet. The Bicycle Helmet Safety Campaign

gained earned media coverage in the following I U Health

communities: Paoli, Goshen, La Porte, Hartford, Bedford and

Indianapolis.

P A R T N E R S

“Incite’s expertise in planning, preparation, and execution was critical to the success of our campaign – enabling us to distribute over 4,000 helmets to children throughout the state of Indiana!”

- SEAN CANFIELD

I N D I A N A U N I V E R S I T Y H E A L T H

H U M A N R E S O U R C E S B u i l d i n g a H e a l t h y B u s i n e s s

RECRUITMENT / RETENTION

v

Source: Net Impact

MILLENNIAL

EXPECTATIONS

According to research conducted in The

2020 Workplace:

• by the year 2020, Millennials will be

50% of the workforce.

• 80% of 13-25 year olds want to work

for a company that cares about how it

impacts and contributes to society.

“Triple Bottom Line” (CSR) is increasingly

becoming the main way organizations

attract and retain new hires.

v

Source: Cone Millennial Cause Group

C O N N E C T I N G Y O U R R E S O U R C E S Va l u e s , P e o p l e , C o m m u n i t y &

B u s i n e s s

Corporate Social Responsibility: Landscape

v

Source: McKinsey & Company

To maximize both impact and

business growth opportunities,

engage these stakeholders with

crafting a CSR / impact strategy and

platform:

• Internal: Executive Leadership,

Marketing, Sales, Corporate

Giving / Philanthropy, Human

Resources, Wellness Programs

• External: Invested Community

Partners, Customers,

Shareholders

v

RESOURCE ALIGNMENT

How To Begin Developing Your Impact Strategy

v

• Identify and get the right people in the room (Who are they?) • Ask the important questions

1. What are our core values? What is our organization’s purpose? 2. What issues are important to our employees? To our customers? 3. What organizational assets can we dedicate to this effort? 4. Are there existing initiative / organizations with which we can partner

to create larger impact? 5. How will our impact efforts drive customer / donor / stakeholder

retention & growth? 6. How will our impact strategy and platform be communicated internally

to fuel employee retention and recruitment? 7. What are our impact goals? How will we measure success?

T H A N K Y O U

Please let us know if you have any questions, and thank you for your time.

Jeremy Smith

317.971.6459

jssmith@inciteimpact.com

I N C I T E I M P A C T . C O M