Embed Size (px)
DESCRIPTION
Presenter Disclosure. Becky King Mary Grandon. 1) The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months: No relationships to disclose. Engaging New SBHC Champions Through Local Media and Advocacy. - PowerPoint PPT Presentation
Citation preview
Presenter DisclosurePresenter Disclosure
1) The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months:
No relationships to disclose
Becky KingBecky KingMary GrandonMary Grandon
Engaging New SBHC Engaging New SBHC Champions Through Local Champions Through Local
Media and AdvocacyMedia and AdvocacyNational School-Based Health Care Convention
June 27, 2008
Becky KingCo-CoordinatorWV School-Based Health Assembly
Mary Grandon, PA-CCoordinatorRiverside Health Center
ObjectivesObjectivesDescribe the process and lessons learned in
implementing a new approach to showcasing School-Based Health Centers (SBHCs) to targeted audiences
Identify 7 principles used to successfully engage local SBHCs to employ their advocacy and media skills
Share tools and resources for replicationAllow time for Q&A
WV School-Based Health AssemblyWV School-Based Health Assembly
The West Virginia School-Based Health Assembly is working to promote health services in schools to help students be healthy learners.
Statewide membership organization Affiliate of the WV Primary Care Association (PCA) Retained staff in 2004 through foundation funds
Overview of WV SBHCsOverview of WV SBHCs
• WV SBHCs were piloted in 14 schools in 1994
• Today…47 SBHCs are providing services to 58 schools in 23 of WV’s 55 counties
• Currently, 17 of the state’s 27 community health centers operate all but 3 of WV’s SBHCs
• SBHCs have been a “best kept” secret in WV
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign GoalsGoals
Inform state leaders and other targeted audiences that SBHCs exist across the state and provide an extremely valuable service to West Virginians
Develop a grassroots effort that individual SBHCs can build upon
Create tools, resources, & messages for the field
Increase comfort level among SBHC staff to promote their SBHC
Targeted AudiencesTargeted Audiences
→ Governor and First Lady→ Local & state educational representatives→ Local care providers→ State legislators→ Parents and students→ City and county government officials→ Interested stakeholders from counties without a SBHC
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Contracted with experienced public relations firm (The Manahan Group) to work with PCA & WVSBHA to design and implement Campaign
Educated and obtained support from community health center directors and SBHC staff
Developed key messages Selected 8 SBHC sites to participate in Phase I of
Campaign based on media markets, legislative targets, services
provided (mental health), & local interest
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
SBHC staff trained through 4 WEB-Ex sessions (also recorded for participants unable to attend) Topics included:
Campaign planningMarketingWorking with the media
Individual meetings/conference calls with local sites held as necessary to plan Open Houses
PR firm assisted/coordinated media relations with local sites
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Toolkit for planning/conducting Open Houses developed:
Timeline checklist
Invitations
Press releases
Speaking points that were consistent across sites, as well as those germane to each respective site
Evaluation and follow-up forms
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Celebrity “hosts” for each Open House were confirmed as part of Campaign design First Lady - Gayle C. Manchin WVU President - Mike Garrison Strongest Man in the World - Phil Pfister State Superintendent of Schools - Dr. Steven Paine DHHR Secretary - Martha Walker
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Theme selected to unite campaign with common message; used on campaign materials (e.g. stickers)
Healthy Students – Better Students
New materials were developed + templates for the field (backgrounder, press release, talking points)
• Fact sheet on Mental Health • Fact sheet on School-Based Health Centers• Frequently Asked Questions about Starting a SBHC
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Local invitations sent to targeted audiences
Statewide invitation sent by WVPCA & WVSBHA
Campaign information posted on WVPCA & WVSBHA websites
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Campaign Kickoff event held at Riverside Health Center in conjunction with Annual Children’s Health Conference on October 16, 2007
WVSBHA Executive Team President trained to address media and participated in live satellite feed to promote Campaign statewide
First Lady and Riverside StaffFirst Lady and Riverside Staff
Legislator, School Nurse, CounselorLegislator, School Nurse, Counselor
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Eight Open Houses: October 16 - November 6 Riverside Health Center Jackson County Schools Wellness Center Lincoln Wildcat Center for Health East Fairmont High School Wellness Center Mount View Wellness Center Collins Middle School Wellness Center Brandon Wellness Center Pendleton County High School Health Center
Attendance range: 25 - 200 at each Open House All had representatives from targeted audience list present
Strongest Man in the WorldStrongest Man in the World
Healthy Students – Better Students Healthy Students – Better Students Campaign Campaign ProcessProcess
Following each Open House:Key legislators and attendees were thanked for their participation
The Manahan Group provided media report of Open Houses, along with CD of statewide media coverage of Campaign
** It is estimated that between 500,000-800,000 air media impressions resulted in coverage of the campaign. Print media was also positive.**
Debriefing session held with The Manahan Group to determine follow-up steps and plans for Phase II of Campaign
Evaluations conducted of local SBHC Open House representatives ** Results were positive, with respondents agreeing that information
learned and materials provided were useful and will be utilized in future.**
Campaign Media ExampleCampaign Media Example
Outcomes and ResultsOutcomes and Results
Governor’s budget for Fiscal Year 2009 included improvement package request of $120,000 for SBHCs, and additional $1 million for community health centers
Legislative study resolution on school health reintroduced in 2008 session by Senator Stollings (attendee at Lincoln Wildcat Center Open House)
Interest in expansion in unserved counties generated with representatives from Raleigh & Mercer counties in attendance
Improved communication tools for the field were developed
Outcomes and ResultsOutcomes and Results
Local SBHC representatives reported greater comfort level with marketing/promoting their SBHCs
Increased awareness among key policymakers about SBHCs
Requests for additional information about SBHCs and the Campaign have resulted in new opportunities to reach audiences
Interest exists in continuing with Phase II of the Campaign; Additional Open Houses will be held in Fall 2008 with support from the SSJHW Foundation
7 Principles Used to Engage the Field7 Principles Used to Engage the Field 1) Common purpose2) Include the “right” people in the effort3) Shared decision-making process4) Clear structure and roles5) Specific plan, time frames, and resources6) Encourage & provide support when needed7) Learn from our experiences
Lessons LearnedLessons Learned An experienced public relations firm makes a huge difference! It takes extensive amounts of time and energy! “Celebrity hosts” = media + champions Student involvement makes it special Seeing is believing…
Barbour County StudentsBarbour County Students
Wrap-UpWrap-Up
Review of Campaign Materials Q & A
~Thank You!~~Thank You!~
WVSBHA Contact InformationWVSBHA Contact Information
•Eileen BarkerCo-CoordinatorPhone: (304) [email protected]
•Becky KingCo-CoordinatorPhone: (304) [email protected]
