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CT’s Largest Community Health Center Alliance CHC ACT

CT’s Largest Community Health Center Alliance CHC ACT. 2013 Advertising & Marketing Initiative. 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

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CT’s Largest Community Health Center Alliance CHC ACT

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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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