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DEVELOPING A MARKETING PLAN FOR YOUR SCHOOL-BASED HEALTH CENTER Presented By: Deborah Costin, Executive Director Colorado Association for School-Based Health Care May 2, 2013 FINANCIAL DISCLOSURES There are no relevant financial relationships with any commercial interests to disclose. HOW TO APPROACH DEVELOPING A MARKETING PLAN A marketing plan should serve as a road map for the growth or sustainability of your SBHC. It is a living, breathing, succinct document backed up by data. It should complement your business plan. WHERE TO BEGIN? TASK ONE: SITUATIONAL ANALYSIS You must have an understanding of where your SBHC is now – who you are serving, what your community partners bring to the table, what marketing is currently being conducted and who on your staff has marketing expertise - before you can identify where you want to go in the future. DEFINE YOUR ELIGIBLE AND ACTUAL POPULATIONS Start by outlining which students are eligible to receive services at your SBHC and who you are CURRENTLY serving so that you can compare the two groups and understand who you are not reaching. SITUATIONAL ANALYSIS (cont.) Use market segmentation by gender, race and ethnicity, age, etc. to refine your analysis. Are you capturing elementary school children but not adolescents? Female students but not male students? Ultimately, who do you want to reach through the execution of your marketing plan? SITUATIONAL ANALYSIS (cont.) You may also want to look at your patients’ zip code of residence. Are there new service areas for your SBHC? Frequency of patient diagnoses and your payer mix can help determine new areas of opportunity. Are you providing mostly acute care? Should you be promoting well-child exams or preventive oral health services? A HELPFUL TOOL: COMPLETE A SWOT ANALYSIS SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Your Community Advisory Committee can assist in examining where your SBHC is now (strengths & weaknesses) and where you want to be in the future (opportunities & threats). TASK TWO: DETERMINE THE GOAL (S) OF YOUR MARKETING PLAN How should your SBHC be positioned in 2-3 years? More utilization? Different case mix? Reaching specific groups? Offering wider array of services? Bigger facility? More or different partners? Clearly state the purpose of your marketing plan and develop goals that are quantifiable and time-framed. EXAMPLE: MEASURABLE & TIME-FRAMED GOAL Raise $250,000 by May 1, 2014 in order to start construction by June 1, 2014 on an exterior door from the SBHC to the parking lot so that the SBHC can remain open June – August 2015. The result will be an increase in patient visits: 2,150 patient visits between September 1, 2014 and August 30, 2015 (400 more visits than previous year). DETERMINE THE GOAL (S) OF YOUR MARKETING PLAN (cont.) Increase utilization of the SBHC. Strengthen relationships with parents and/or other community stakeholders such as local businesses. Strengthen relationships with current or potential SBHC partners. Increase awareness of the SBHC in the community and/or improve its reputation. TASK THREE: ACTION PLAN POTENTIAL STRATEGIES Advertising Media Relations Web/Interactive Community Outreach Brand/Collateral Development EXAMPLE: USE OF STRATEGIES During school year 2013-14, increase the utilization of SBHC services among adolescent males from 38 percent of total utilization to 45 percent. ADVERTISING Ads in monthly school newspaper Banner ads on school website Ads on district school buses School signage (on building or in sports venues) Mobile text message campaign Morning announcements Monthly, automated robo-calls MEDIA RELATIONS Media talking points Regular health columns in school newspapers Interviews by youth ambassadors on high school television programs Podcasts posted on SBHC website Placement of stories in local media (feature stories, health columns, letters to the editor) WEB/INTERACTIVE The Internet offers your SBHC both owned and paid marketing opportunities. Website development or refresh Video production and creation of YouTube channel Electronic newsletters Social media campaigns Web/Interactive (cont) Social media tactics should focus on quality engagement, not volume of likes or followers. Healthy Me Facebook and Instagram contest YouTube videos developed by SBHC youth ambassadors Snapchat photo contest Facebook and Pinterest to reach moms LinkedIn to attract business and community leaders COMMUNITY OUTREACH Launch of patient-to-patient youth ambassador programs Hosting quarterly health fairs at middle and high schools Sponsorship of school health/wellness challenges Staff and student surveys Community partnership development BRAND/COLLATERAL DEVELOPMENT Logo development/refresh, graphic standards, SBHC messaging, template PowerPoint presentations Posters, flyers or brochures Design for back of school ID cards or lanyards Thursday/Friday folder announcements TIMELINE All strategies and tactics should include a timeline for development and execution. Be realistic – build in time for materials to be approved by staff and/or stakeholders as well as factors that may impact execution (school breaks, staff turnover, billing cycles, etc.). TASK FOUR: INTERNAL CONTROL Decide what data analyses and reports need to be prepared in order to measure progress toward marketing plan goal (s). Assign specific people to complete these reports. Determine who should receive the reports and how often. BUDGET Once goal (s) and strategies are outlined, determine financial aspects of marketing plan: Identify staff person who will be responsible for marketing efforts. Number of staff hours that will be allocated to executing the plan. Note if current resources are insufficient to execute certain tactics. OPPORTUNITY The Colorado Health Foundation is offering technical assistance through The Bawmann Group to SBHC programs that have received an implementation grant through their SBHC Initiative and can demonstrate need for marketing assistance. Up to 8 technical assistance awards available Must submit a brief application by June 14 Awards will be made on a rolling basis See www.CASBHC.org for application instructions QUESTIONS?