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CT's Community Health Center Alliance: Creating Awareness & Securing Funding

Join CT's largest community health center alliance in a statewide advertising and marketing initiative. Together, we work to promote all 13 centers, raise awareness, and secure funding. Learn how leveraging combined efforts and best practices benefits all. Our audiences include patients, legislature & policymakers, community organizations, and healthcare professionals. Our messaging focuses on being your medical home and driving Connecticut's economy. Our tactics include advertising, social media, mobile device training, filming & photography, brochures, special events, and public relations. Stay tuned for our creative approach under "The Alliance" brand, with a timeline starting from plan approval in March to campaign launch in May. Budget estimates per health center cover advertising, social media, public relations, brochures, and special events.

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CT's Community Health Center Alliance: Creating Awareness & Securing Funding

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  1. CT’s Largest Community Health Center AllianceCHCACT 2013 Advertising & Marketing Initiative

  2. Objectives • CT’s FQHCs work together to promote all 13 of the Community Health Centers on a statewide level • Raise awareness levels and understanding of CHCs with all target audiences • Help to secure additional funding at the legislative level

  3. Strategies • Leverage combined efforts and dollars to secure mass media advertising & promotional efforts • Utilize ‘best practice’ models of various CHCs (Cornell Scott Hill Health, Optimus, Southwest, etc) to assist other CHCs with limited resources

  4. Audiences • Patients • Legislature & Policy Makers • Community Organizations • Health Care Professionals, Leaders, Pundits • Press

  5. Messaging • Patients: • “We’re Your Medical Home” • “You Made A Good Choice for Your Health Care Needs” • Legislature, Policy Makers, Press, General Public • “CT Community Health Care Alliance Helps Drive Connecticut’s Economy” • CT Community Health Care Alliance Serves Millions and Saves Millions”

  6. Tactics • Advertising • Bus Cards/Transit • Local/minority Radio spot • Small (urban/inner city) Billboards • Social Media • FB ads, Tweets, You Tube ads, Google Ads • Mobile device training & support for essential apps and how to use them • For Tablets, iOS, Android phones • Filming & Photography • Shooting video footage and photos at each health center • Compile into videos and slide shows • Capabilities Brochure • Special Events (health fairs) • Public Relations • Editorial Calendars • Press releases • *Each health center will have it’s own ‘custom-tailored’ mini-marketing plan with will accomplish two things: tie into the overall, statewide Alliance marketing program but also augment your particular, individual marketing efforts.

  7. Creative Approach – Use “The Alliance” brand

  8. Timeline • March - review and approve plan • April – complete creative for ads • May- launch campaign statewide • June thru Dec – run ad campaign; provide publicity support for special events and other Alliance activity around the state

  9. Budget Estimates Per Health Center • Advertising - $3,000 -$5,000 • Minority newspaper print ads • Bus Cards, Radio • Social Media - $300 - $500 • FB ads, Tweets, You Tube ads, Google Ads, Filming Videos, Photography, Mobile App support • Public Relations/Editorial Calendar - $600 • Brochure - $300 -$500 • Special Events (health fairs) • Banner (table or pop-up display) - $250

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