CARLY ARMALY GRAND VALLEY STATE UNIVERSITY PLANBOOK
TABLE OF CONTENTS INTRODUCTION……………………………………….... 3 SECONDARY RESEARCH………………………............... 7 METHODOLOGY…………………………………… 7 AUDIENCE ANALYSIS……………………………... 8 TARGET AUDIENCE………………………………. 11 OBJECTIVES, STRATEGIES, AND TACTICS……………... 14 ILLUSTRATED TACTICS….............................................. 19 BUDGET AND GANT CHART WRITEUP……………….... 21 EVALUATION…………………………………………..23 APPENDIX A…………………………………………...25 PRESS RELEASE…………………………….......... 25 EVENT FLYER……………………………………. 26 EMAIL CAMPAIGN……………………………….. 27 DIGITAL PAGER………………………………………. 28
3 Introduction Hope Network is a nonprofit organization that has been in establishment since 1963. The organization is a Michigan based nonprofit and has locations in several areas such as: Grand Rapids, Kalamazoo, Lansing, Pontiac, and Coldwater. It currently serves in 240 plus communities, with 2,800 staff members, to more than 20,000 people annually throughout Michigan (“Hope Network,” n.d.). However, the corporate office is located in Grand Rapids. Not only do they serve in multiple areas throughout Michigan, but they also have several corporate sponsors. Some of these sponsors include Fifth Third Bank, The DeVos Foundation, Beene Garter, and several others (“Hope Network,” n.d.). These sponsors are important to the cause, as they have the financial ability to help the nonprofit grow and provide care to more people. Hope Network’s mission is to help empower people with disabilities or disadvantages to achieve their highest level of independence (“Hope Network,” n.d.). The founder of the organization, Herb Start, started this company over 50 years ago, and since then Hope Network has only grown to be bigger and better in serving the disabled and disadvantaged. The organization provides specialized care for those with brain and spinal cord injuries, mental illness, developmental disabilities, and other disadvantages. They take pride in the variety of services that they offer, which include transportation, subsidized housing, case management, community based services and workforce development (“Hope Network,” n.d.). Currently, over 60 million people suffer from some type of illness that impacts their life, whether it is physical, mental, or social barriers (“Hope Network,” n.d.). Hope Network cares for the whole person addressing the social, mental, physical, and emotional needs. In
4 order to assist with these needs, the organization is divided into four branches: rehabilitation services, behavioral health services, developmental services, and community support services. Hope Networkâ€™s strengths stem from their brand identity via digital media and earned media. Because they are a nonprofit organization, they focus on gaining media attention from the community. This creates awareness for their brand and it is entirely free advertising. For example, recently there was an Art Prize exhibit that was focused on unmasking brain injury and was sponsored by Hope Network. This piece got media attention from all over Grand Rapids, and had several news medias writing about the buzz it created. This not only promoted Hope Network, but also created a positive buzz around the community for their cause. In addition to this, they have a strong following on social media, as they have utilized digital media to promote their brand as well. Social media platforms are a great tool for nonprofit organizations to take advantage of because they are essentially free or low cost platforms. However, Hope Network has a major weakness when it comes to funding. They do currently offer several funding arrangements to make it possible for more people to have access to their services; however, the business itself is a non-profit organization. This means that they are a not for profit organization and have major restrictions by the government on funding. The lack of profit creates an interesting challenge when creating effective advertising and PR campaigns. Other companies do not have these challenges, as they have huge budgets specifically allocated to advertising. Hope Network is at a disadvantage when it comes to developing advertising strategies because of the lack of budget.
5 The client for this planbook is the rehabilitation branch of Hope Network, which is specifically called Hope Network Neuro Rehabilitation. The current advertising strategy of this department mainly targets people in the industry, such as physicians in hospitals and outpatient facilities, case managers, social workers, discharge planners, or transitional rehabilitations. Because this branch is a rehabilitation clinic, care providers inside and outside medical facilities are usually the ones to refer clients to Hope Networkâ€™s program. Currently, this department is undergoing an expansion and adding a new program to their neuro department. This new program will provide long-term residential care for the elderly and severely disabled. This new program would provide a facility where these patients could be cared for in a comfortable environment. This project includes a PR plan book that outlines the problem the client is facing and the steps to develop a successful solution. It includes a clear objective and future plans to communicate a successful campaign for Hope Network. This plan book is important to the future of the Hope Network and the new program in the neuro department. The goal of this project is to successful utilize the small budget that Hope Network is challenged with and create an effective advertising and PR campaign for the long-term residential care program. This will solve the problem Hope Network currently faces, which is to market this new program without breaking the bank, while still spreading public awareness of the implementation of this new program. To conclude, Hope Network has been established for over 50 years and has played a significant role in aiding those in the Michigan community. However, the organization is at a disadvantage when it comes to spreading awareness of this new program due to budget limitations. This plan book will provide a solution for how Hope Network can combat their
6 lack of budget and promote awareness of their new long-term care residential program, while still making the program attractive and desirable to the target market. Reference Hope Network. (n.d.). Retrieved from https://hopenetwork.org/
7 Secondary Research Methodology
Research was first conducted through carefully examining the Hope Network
website. The website was helpful in providing more information as to identifying the strengths and weaknesses of the organization, and using this information to declare a main research point. The Grand Valley State University library database was used for the majority of further research. Through this database, a variety of broad sources and search engines were discovered. Particularly, the database that was the most helpful in finding specific information was Ebscohost.
Specific Keywords such as nonprofits and social media and nonprofit marketing
tactics helped in finding more broad information relevant to the topic. More specific keywords were actually more successful in finding specific information that would be used for further examination and application toward the new Hope Network program. These keywords included but were not limited to: marketing strategy for new nonprofit programs, communication strategy for nonprofits, targeted healthcare, healthcare marketing tactics, etc.
Traditional search engines, like Google, were used to find specific information that
could not be detected through databases. Mainly, research related to the target audience was found through Google, as the databases did not have an abundance of relevant information related to the target market of healthcare professionals. The search engine was used to fill in any gaps of research that the databases did not have any sources on. However, the GVSU database and Ebscohost were primarily used in finding scholarly sources to aid in establishing Hope Networkâ€™s program.
8 The criterion that was used to select a source came down to its relevance to nonprofit organizations. Many sources found were relevant to these topics, but were not published in the 2000â€™s. Sources that were published in 1984 for example were not used because the data does not apply to modern marketing tactics for nonprofit organizations. Only sources that were from reliable sources and were not published after 2000 were used in the collection of research materials. Audience Analysis
Nonprofit organizations have a difficult challenge when it comes to marketing their
programs to the public due to their severe lack of funding. As a nonprofit, one would not like to see a large portion of the money the organization raises go toward marketing, but toward the cause itself. This provides a unique challenge for a nonprofit, as they must utilize free and low cost tactics that still create high engagement and brand recognition within the community. According to a recent study, 73.7% of interview subjects and survey respondents associated with small, local NPOs had concerns about lack of brand recognition (Pope, Sterrett, & Asamoa-Tutu, 2009). Nonprofits continue to have trouble getting their name out there, and managing their brand as a whole because of this. In order to create greater impact in the community, nonprofits must make sure that their marketing strategy addresses the need for brand recognition throughout the community. This is an important step in developing a communication strategy for programs within a nonprofit, as it was found that 65.8% of the NPO interview subjects in this study could not distinguish between marketing, public relations, and fundraising tactics (Pope, Sterrett, & AsamoaTutu, 2009). Grouping these tactics together into overall â€œmarketingâ€? tactics is not the best way to effectively market a nonprofit organization, as the brand of the nonprofit can get
9 lost in the process. Words like marketing, advertising, and PR are used interchangeably, but are all extremely different strategies. The differentiation and integration between these different advertising, marketing, and public relations tactics is key in the implementation of a successful campaign for Hope Network.
Creating an everlasting, powerful image for Hope Networkâ€™s new program is a
challenge in itself because the communication strategy has to align with the current brand of Hope Network, while also making it clear that this program is a new segment off of the Neuro Department. According to a book within the Jossey-Bass Nonprofit Guidebook series, the way to best way to brand a nonprofit organization is through the term content marketing (Leroux, 2013). Content marketing is a strategic marketing approach that focuses on creating valuable, relevant info to attract a desired audience (Leroux, 2013). The book analyzes several NPOâ€™s with and without a content marketing strategy, and proved that those that utilized the strategy had a stronger overall brand. Organizations that did not use this type of strategy would publish a random collection of articles and other content on their blogs. None of the content would work off of the other, and it would be new, different content each day, which actually worked against the creation of the organizationâ€™s brand. There was no cohesive voice behind the brand, which is a must in strategic planning. Nonprofit organizations that did use a content marketing approach would publish a piece of content where it would then later fit into a larger story the organization is telling (Leroux, 2013). This strategy was more effective, as it gave a larger story behind the brand, instead of several inconsistent messages. The long-term residential care program can utilize this strategy of content marketing, as it is a cost-efficient, yet effective way to create an effective communication strategy.
In addition to brand recognition and content marketing strategies, strategic social
media utilization can advance a nonprofit organization in its marketing efforts. While using Twitter, Instagram, Snapchat, and other trendy social media platforms may not be best to reach those interested in Hope Network’s new program, there are several other social media platforms and tactics that can be applied to a NPO like Hope Network. For example, Facebook is a free platform that several nonprofit businesses have integrated into their communication strategies as a way to generate more buzz about their cause, while also engaging the community. According to several nonprofit experienced bloggers and social media content managers: As a nonprofit, posting and commenting on your own Facebook page’s wall makes sense as an engagement strategy—it’s a way to connect directly with your supporters. Facebook also allows your organization’s page to engage as itself, on other pages. This puts your nonprofit’s brand out in the community, contributing to the conversation (Mathos, Norman, & Kanter, 2012, p. 94). These authors also analyzed how to utilize blogging to a NPO’s advantage. If a blog is done successfully, it can be one of the most key assets to a nonprofit because it provides one of the most powerful platforms for storytelling (Mathos, Norman, & Kanter, 2012). Essentially, nonprofit organizations all have some type of story, whether it is raising awareness for world hunger, education, etc. Hope Network’s story with this new program is establishing the need within the community for a long-term residential care unit, as they are an important health facility that is needed with those who need a living center with support and medical attention. While many people in the community may not realize why a facility like this is needed, it is Hope Network’s job to establish that answer within the
11 community, while also marketing the program toward those medical professionals who would be involved in the referral process for this program. Target Audience In order to create a successful campaign for the new Hope Network Neuro Rehabilitation program, a target audience must be chosen for the implementation of the market strategy. For this specific program, the related healthcare professions are the chosen target audience, as the marketing team at Hope Network specifically chose this target audience. While the general community of Grand Rapids will play a major part in supporting this new branch of the neuro department and should be considered in the marketing strategy, the main target market is the healthcare field, as they are the ones that will be primarily affected with this new program. While it is still important to educate and build support within the community when launching the new program, the focused target market will be on the various healthcare professionals that play a role in the referral process to a residential care unit. According to a recent article on targeting the healthcare profession, a key factor in targeting those in a medical practice is making sure to develop a keen understanding of their specific needs and maintaining a sharp focus on serving them (Fawcett, 2013). Medical professionals receive so many emails, letters, and several other types of content every day. Any and all content that is directly sent to this target market must be tailored to their specific needs, and not include anything with too generic of content that could be applied to a variety of professionals (Fawcett, 2013). When Hope Network creates content targeting these professionals, they must keep in mind that generic marketing would be lost
12 in translation and not looked at with high importance, versus something directly applicable to what the healthcare professional deals with and are in search of. In addition, the target market is more easily reached with social media and digital marketing in todayâ€™s era than ever before. Ten years ago, reaching doctors, physical therapists, social workers, etc. via digital marketing tactics seemed like it would be a far stretch. However, according to a recent article in Modern Healthcare, traditional instruments like billboards, TV, radio, etc. are becoming awfully expensive to market healthcare messages when very few people are in a position to actually benefit and take advantage of these services (Greene, 2015). The article states that the evolution of social and digital medias have made medical marketing easier as it is an easier way to target to these niche audiences without relying on traditional instruments that are more costly and not that effective (Greene, 2015). While several innovative social media platforms may not seem well suited for marketing to these healthcare professionals, there are several platforms that are equipped to target professionals in this target market that Hope Network needs to take advantage of. Should the PR strategy tackle the overall goal of targeting various health care professionals to increase awareness of the new long term residential care program, Hope Network will combat their lack of budget and create a campaign focused on modern vehicles and tactics. When executing the overall communications strategy for Hope Networkâ€™s new program, it is important to analyze the research conducted in order to create a proper branding strategy that is effective for a nonprofit organization to utilize. Moving forward, the prior research will be taken into analysis and transformed into tactics that specifically relate to spreading awareness to the target market about Hope Networkâ€™s
13 new residential program. References Fawcett, G. (2013). Nine steps for targeting patient niches with your medical marketing. Retrieved from https://getreferralmd.com/2013/08/9-steps-targeting-patientnichesmedical-marketing/
Greene, J. (2015). Healthcare marketers reshape ad strategies. Retrieved from
http://www.modernhealthcare.com/article/20151030/MAGAZINE/310309995 Leroux, M. K. (2013). Content marketing for nonprofits : A communications map for engaging your community, becoming a favorite cause, and raising more money. San Francisco, CA: Jossey-Bass. Mathos, M., Norman, C., & Kanter, B. (2012). One hundred social media tactics for nonprofits : A field guide. Hobken, NJ: Wiley. Pope, J., Sterrett Isely, E., & Asamoa-Tutu, F. (2009). Developing a marketing strategy for nonprofit organizations: An exploratory study. Journal Of Nonprofit & Public Sector Marketing, 21(2), 184-201. doi:10.1080/10495140802529532
14 Objectives, Strategies, and Tactics First Objective
In order to achieve the goal that Hope Network would like to reach, two specific
objectives would have to be implemented. The first objective would be to increase awareness of Hope Networkâ€™s new residential care program by 20% by healthcare professionals within the first 6 months of when the program is launched. This objective is attainable due to having the proper research to back each strategy and tactic that falls under this objective. The organization has the time before the program is officially launched to perfect and plan proper strategies to complete this objective so that the program can start off the right way. This objective is measurable by conducting a survey at the start of the implementation of the tactics, and at the 6-month benchmark to see if awareness of the program had increased among professionals in the area. By completing objective one, Hope Network will have the necessary support that a new program needs in order to be successful among the community. Strategies and Tactics
The first strategy will target healthcare professionals via virtual communication.
An email would be sent once a month for the duration of the first 6 months of the program to the various physiciansâ€™ offices, hospitals, PT clinics, etc. in the Grand Rapids area. These emails would be received through the Grand Valley database. The tactic that would be used to implement this strategy is a campaign. This email campaign is logical because secondary research proves that healthcare professionals align more with digital marketing if the content is relevant and can be directly applicable to their practice. The email must
15 not be too vague in order to combat this, and provide proper follow up contact information that the professionals can use if they wish to get a hold of the program directors.
The second strategy under this objective will target the healthcare professionals via
social media. Beginning at the start of the program, Hope Network will utilize Facebook to increase awareness of the new program and its message among the healthcare community. The tactic that would be used is a new Facebook Page. Hope Network already has a Facebook page for their organization, but this tactic would be a new page specifically for the residential care program. The specific target audience, like hospitals, clinics, rehabilitations, etc., could follow and interact with the page. The page is logical because it would be a branch off the current Hope Network page, and be more direct to what these professionals are looking for. In addition to this Facebook page, a third strategy that can be used is to target the professionals through a blog. More specifically, the tactic is various posts on the blog to engage the healthcare community. These blog posts are logical because they are an easy way to utilize the content marketing and storytelling principles that worked well in the secondary research. They can also be easily integrated into other social media strategies, as a blog is easily sharable on Facebook, the Hope Network website, and various other platforms. Lastly, the final strategy under this objective targets health professionals via print media. The tactic will be a press release published in a West Michigan media outlet that will launch within the first month of the new program. This is logical timing of this tactic as it is strategic to publish a release at the start of the program to generate that buzz from the very beginning. The press release will reach out the professionals and inform them, along with the rest of the community, that this new program has officially launched.
16 Second Objective
The second objective would be to increase brand recognition by 20% by healthcare
professionals by the end of the calendar year of when the program is launched. Because Hope Networkâ€™s new program is mainly referral based, it is crucial that healthcare professionals not only are aware of the program, but also remember it so they can pass the info on to their patients. This objective can be measured in a variety of ways, like comparing enrollment numbers of patients into the residential program from before the implementation of these strategies to after. In addition, feedback can be received directly from the professionals in the area who have the ability to refer a patient in the form of a focus group or survey to see how Hope Networkâ€™s marketing efforts are squaring up. Through the following strategies and tactics, this objective is attainable due to the utilization of low cost methods. It is timely because we have a whole year to implement and plan the individual strategies and tactics before we evaluate whether brand recognition increased. Strategies and Tactics
The first and second strategy under this objective will utilize an event that is specific
to the healthcare professions. These events will use personal communication as the tactic to make connections, and therefore strengthen the brand recognition and perception among these professionals. By utilizing common health care events, the specific target market can be easily reached. The first strategy will take place at a healthcare expo. At this expo, Hope Networkâ€™s new program could have its own booth (or exhibit) where professionals could walk up and engage with the organization. This event is logical because it can strengthen the relationships with professionals that are so crucial in the thriving of
17 this new program. Once that direct relationship is established through this event, the professionals would have a better brand understanding as a whole in turn. The second strategy will take place at a conference on spinal cord injuries. At this conference, the program representatives can network with people within their own field and increase recognition of their brand within these professionals. Attending a conference specific to spinal cord injuries is logical because the new program is within the Neuro Rehabilitation branch of hope network, which specifically deals with several patients with spinal chord or brain injuries. Both events should be held around the 6-month mark of the program, as then the program will be well established enough where all the info related to the program is concrete to share at these events.
In addition to these two strategies, a third strategy will be implemented using social
media. Specifically, the tactic will be used is a Facebook #whysupport campaign. The campaign can be implemented after the first month of the program, as more professionals start to hear about it via other social media marketing. This campaign can supplement other social media elements as this will more focus on the brand the program is trying to portray. The target will still be healthcare professionals, as they can post on Facebook with the #whysupport campaign and explain why they support this program. This will not only create buzz within the community, but increase the brand recognition among the community and other healthcare professionals as well. Lastly, the final strategy under this objective will utilize the World Wide Web. Specifically, it will create a separate website off of the Neuro Rehabilitation branch of Hope network. This tactic will utilize the secondary research, and highlight the program benefits. The website should be implemented at the launch of the new program. This tactic is logical because not only does it provide an outlet
18 where professionals can contact and find out more about the program, but it also increases the brand recognition itself as the website will be found through going to Hope Networkâ€™s website. In order to gain a better understanding of the various strategies and tactics described, the following section offers examples of three of the eight tactics. All three tactics showcase a different type of tactic: a press release, event flyer, and an email campaign.
19 Illustrated Tactics First Tactic
The first tactic illustrated is under the first objective. This tactic utilizes a press
release to spread awareness about the upcoming launch of the new residential care program. The press release focuses on the main point of spreading awareness of what the program is and how it can help the community. It also makes appoint to mention that this is a branch off of an already established Hope Network branch, Neuro Rehabilitation, which is important to include for cohesive branding. It was imperative to include the support of the community in the making of this program, as the main mission of this program is to help aid the Grand Rapids community. At the end of the press release, there is a section that talks about the grand opening date to make health care professionals excited about the launch. This tactic incorporates the secondary research, as it is a great way for Hope Network to generate that awareness among healthcare professionals in the community, while keeping the limited budget in mind. Second Tactic This tactic is under the second objective. A flyer was created to hand out at the healthcare expo booth. The flyer promotes brand recognition as it brings together Hope Network with the launch of this new program. The flyer targets healthcare professionals as it asks a question to spark their attention, and then gives contact info to draw them into their booth at the event. All of the elements of this flyer make Hope Network stand out, as the ad is catchy but does not have too much info to make it overwhelming. Healthcare professionals in general prefer simplistic designs and messages, as research shows, and so this flyer matches that. This tactic is utilizing the research discussed in this plan book as it
20 promotes a cohesive brand image for this new program, which is important for the success of this programâ€™s referral program. It uses the core colors that are distinct to the Hope Network brand in addition. Third Tactic
The final tactic created is under the first objective. The tactic that was illustrated is
a sample email campaign. This email campaign targets the healthcare professionals, as it directly states the purpose of the email and helpful links that they could use. This tactic utilizes the research about the target audience to make an email that directly pertains to the healthcare field, and not a generic email that is sent to everyone that would be passed over. The email promotes awareness of the program, and includes a referral link which saves these professionals the steps to hunt down the link at a later date. In addition, the color scheme correlates with the Hope Network branding colors, which would increase brand recognition over time as more emails were sent out. Conclusion Visual examples of the three tactics can be found in Appendix A. In order to implement the described tactics, a budget and Gantt chart must be planned out. These tools will help with the overall planning and application of the campaign. The strategies and tactics will require careful budgeting and timing to create an effective campaign and reach Hope Networkâ€™s overall goal.
21 Budget and Gantt Chart Budget
While no specific budget was given for this project, Hope Network is a nonprofit
organization, which entails a mutual understanding of severe budget restraints. All of the previous tactics and strategies utilized free or lost cost methods to effectively target the healthcare professionals in the Grand Rapids community.
Any tactic that involved social or digital media can be completely free for the
organization. Facebook for example, is a free platform where the organization can create and share content to target a specific audience. In addition, several blog platforms like WordPress or Weebly are free platforms that Hope Network can utilize. There are several ways one could put money into social media platforms and websites, however, there are plenty of free options that they can utilize instead which would be a more cost-effective solution. Although a program like Adobe Illustrator may have to be purchased to create content on these social media sites, it is a one-time purchase that can be used over and over again to create content. Likewise, email marketing can be a costly tool to use. However, utilizing email-marketing programs that offer a certain number of emails per month free of charge can be the best way to go for a nonprofit organization. Benchmark and MailChip are two programs that allow a business between 10,000-12,000 emails per month completely free, which is plenty more than the program would need.
In addition to digital media platforms, events that Hope Network could attend are
not free, but very low cost methods of advertising. The items that would need to be purchased for these events, such as trifold boards, tablecloths, and other promotional gear, could be reused for each event would in the long run save costs. Although the first event
22 Hope Network attends may have some costs associated with it, each event Hope Network does would be less expensive after that. Lastly, a press release is another free of cost way to advertise to the public. The PR team for Hope Network could write up the release, and then send it out to a local news outlet for publishing. This would require no costs from Hope Network itself, as the media outlet is the one doing the publishing. News outlets, like MLive for example, should have no problem publishing a press release for the new program, as it is for a charity organization that benefits the community. Gantt Chart
An actual Gantt chart cannot be created due to the fact the launch of the new
program is still in the works. No specific dates have been released as to when the official program will be ready to start. However, while Hope Network finishes up the final details of the program, it is important to start preparing for the implementation of the various strategies of tactics. The majority of digital media tactics and press release tactic need to be implemented at the start of the program, to give off that â€œbuzzâ€? within the community that is so important when launching a new program. The event tactics would be best to be implemented a few months into the program, once the logistics are more established.
23 Evaluation After implementation of the campaign, there must be a full evaluation of objectives, strategies, and tactics to measure the campaigns success. The first objective deals with increasing awareness of Hope Networkâ€™s new program. The objectiveâ€™s success can be measured by conducting a survey at the start of the implementation of the tactics, and then at the 6-month benchmark of the program launch. The survey can then reveal by comparison of these two results whether the strategies and tactics had increased awareness of the program among healthcare professionals in the Grand Rapids area. If the survey reveals that students have heard of or are aware of the new program by more than 20% of the original primary research results conducted, then the objective has been met. The second objective focuses on increasing brand recognition for Hope Networkâ€™s new residential care program among health professionals. This objective needs to be measured after a calendar year of the program launch. This can be measured by comparing enrollment rates of patients from before the implementation of the strategies and tactics, to after the end of the tactics. Enrollment rates into the program directly correlate with the number of referrals that healthcare professionals write, and so if they have a high number of referrals, the communication strategies have succeeded in increasing brand recognition. In addition, feedback can be received directly from the professionals in the area who have the ability to refer a patient or have previously referred patients to this new program. These professionals can be surveyed or apart of a focus group, to see if Hope Network has succeeded in its objective. If either the survey, focus group, or enrollment rates reveal that brand recognition has increased by 20%, then the objective has been met.
24 After evaluation of the objectives, strategies, and tactics, it is important to evaluate whether the overall goal of the campaign was reached. The overall goal was as stated: The goal of this project is to successful utilize the small budget that Hope Network is challenged with and create an effective advertising and PR campaign for the long-term residential care program. In order to evaluate whether this goal was met, one has to look at whether the two objectives were met. If the two objectives were met, then one can conclude that Hope Networkâ€™s new residential care program has established a strong identity within the community for its first year. By increasing awareness and brand recognition among health professionals, Hope Network would have achieved the overall goal of this campaign. However, if the objectives were not met, therefore meaning the goal of the campaign was not met, certain actions need to be taken. Because this is a completely new program, enrollment rates, awareness of the program, and brand recognition will be at 0% at the start of the campaign. If these factors do not increase, or increase by only a few percent, then the campaign has definitely failed and new variables will need to be analyzed in order to find out what needs to be done differently in order to make the campaign more successful. However, if these factors do increase by a sufficient amount (10%, 15%, etc.) then the campaign can be still deemed successful, as it is the first year of the program and just because it did not hit 20% does not mean it was not entirely successful. Research will still need to be conducted to figure out how to make the campaign even more successful however, and reach that 20% goal for each of the objectives.
25 Appendix A Objective 1 – Tactic 3 – Press Release FOR IMMEDIATE RELEASE Media Contact: Carly Armaly GVSU Ad/PR student (248) 894-6889 firstname.lastname@example.org Hope Network Neuro Rehabilitation Launches a New Residential Program Grand Rapids, Michigan – Upcoming next month, Hope Network will be launching a new long-term residential care unit that is apart of the Neuro Rehabilitation branch. The new program is to provide care for the elderly and severely disabled. The program expansion will reside in the West Michigan unit. Hope Network has several branches of services, which include rehabilitation services, behavioral health services, developmental services, and community support services. This new service will work with patients in the rehabilitation unit, as well as provide a facility where these patients will be cared for in a comfortable living environment. This program could not have been made possible without the support and donations from the Grand Rapids community. A special thank you to our big donors: The Van Andel Foundation, The DeVos Foundation, Spectrum Health, and The Helen DeVos Children’s Hospital. The program will be opening on February 28th. An official grand opening party will take place on this date. More information on this new program and its benefits can be found on our website, http://hopenetworkreh ab.org/residentialcare. If you are a healthcare professional and would like to make a patient referral to this program, contact the Hope Network team at our referral line, (616) 327-9439. ### About Hope Network Neuro Rehabilitation At Hope Network Neuro Rehabilitation, our scope of services is deep and wide, spanning a continuum that’s capable of serving every need. We match these services with a personalized plan that gets results. And because we center our services around you, there won’t be multiple rehabilitation appointments in multiple locations. All the services are here—convenient and accessible.
26 Objective 2 - Tactic 1 - Event Flyer
Need a different care option?
Come talk to us at booth 82 & learn more about our new residential care program! Together, we can make a difference. Brought to you by
Contact Info (616) - 582- 2849 email@example.com
27 Objective 1 – Tactic 1 – Email Campaign
28 Digital Page
Carly Armaly Grand Valley State University firstname.lastname@example.org December 1st, 2016
Published on Dec 1, 2016