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Helping SHIPs Help Medicare Beneficiaries
WELCOME
Kristi Remkus, M.P.H.Health Education & Information
AssociateHealth Assistance Partnership
Join the HAP Community - www.hapnetwork.org
Making Your Pitch: Communications Planning for Busy
Leaders
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Helping SHIPs Help Medicare Beneficiaries
What We’ll Accomplish• Learn what you and your SHIP colleagues have
tried…
• What you want to say…– Branding– Messaging
• How you want to spread your message…– Creation of a Communications Plan
1. Goal2. Target Audiences3. Key Messages4. Tactics
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Helping SHIPs Help Medicare Beneficiaries
Getting to Know You…
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Helping SHIPs Help Medicare Beneficiaries
Importance of Branding
“Customers must recognize that you stand for something.”
Howard Schultz, Chairman and CEO of Starbucks
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Helping SHIPs Help Medicare Beneficiaries
Branding• What is branding?
-- Unique Look and Feel -- Associate your service as a solution to their
needs-- Consistency of materials and messages
• Why is it important? -- Product Recognition among target audience-- Builds Trust-- Creates Cohesion between local SHIP programs
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Helping SHIPs Help Medicare Beneficiaries
Liberty
StrengthFreedom
Immigration
The United States of America
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Helping SHIPs Help Medicare Beneficiaries
Breast Cancer Awareness
Name that Logo…
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Helping SHIPs Help Medicare Beneficiaries
“Melts in your mouth, not in your hand.” M&Ms
Name that Tagline…
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Helping SHIPs Help Medicare Beneficiaries
What Does this Say to You?
Local Help for People with Medicare
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Helping SHIPs Help Medicare Beneficiaries
What Else Do You Want it To Say?
Free
Counseling
Medicare
Compassionate
In Your Community
Extra Help
Earned
Personalized
Complete
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Helping SHIPs Help Medicare Beneficiaries
Little Tweaks – Big Changes
Helping Medicare beneficiaries access the care they earned.
* Free * Objective * Local * Personalized * Compassionate
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Helping SHIPs Help Medicare Beneficiaries
Sampling of SHIP Brands
Sou
th D
akot
a
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Helping SHIPs Help Medicare Beneficiaries
Creating Key Messages• Decide on tone -- educate, promote, or advocate
• Collect words that resonate with your audience
• Create messages that are:– Concise: avoid jargon and acronyms – Active: make every sentence active – Positive: talk about what one can do, not what you can't – Short: memorable statement that takes 10-15 seconds– Specific: address a particular challenge and audience
Source: Dr. Judith M. Newman, Key Messages
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Helping SHIPs Help Medicare Beneficiaries
Key Message Framework
• Problem
• Impact
• Solution
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Helping SHIPs Help Medicare Beneficiaries
Practice Key Messages: Increasing Awareness of SHIP
Program• Problem
– Medicare is becoming increasingly complex.
• Impact – Beneficiaries must navigate more choices and are often
alone in weighing the potential risks and benefits of an increasing number of coverage options.
• Solution– SHIPs, a network of local programs created by Congress
to assist Medicare beneficiaries, are available to help beneficiaries weigh their Medicare coverage options.
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Helping SHIPs Help Medicare Beneficiaries
Key Messages: Recruiting SHIP Volunteers
• Problem– SHIP, a network of local programs created by Congress to
assist Medicare beneficiaries, rely heavily on volunteers to help beneficiaries weigh their Medicare coverage options.
• Impact – When SHIP volunteers are scarce, SHIPs are not able to
serve and reach out to as many beneficiaries as have need.
• Solution– You can serve your community as a SHIP volunteer. There
are lots of volunteer roles available, call us and we will find one that is right for you.
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Helping SHIPs Help Medicare Beneficiaries
Be Prepared to Be on Message
• What outcome, ideally, do you want from this communication?
• What is the audience’s Call-to-Action?
• What do you want to emphasize? – (Hint: Key Messages)
• What do you not want to say?
Planning is Key!
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Helping SHIPs Help Medicare Beneficiaries
Being on MessageWritten Materials
• Lead with the Hook• Write in an Inverted
Pyramid • Highlight Results• Use Design Features
to Emphasize Key Details
• Make Clear the Call-to-Action
Verbal Presentations
• Prepare an Elevator Speech
• Build on the Talking Points
• Create exercises to Engage and Inspire as you Teach
• Use Stories to Illustrate Complex Ideas
• Use Questions to Bridge
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Helping SHIPs Help Medicare Beneficiaries
Practice Being On Message:Good Rep., Bad Rep.
Talking Points Results Stories Examples Bridging Call-to-Action
Scenario: A local newspaper reporter calls you for background information about a story because she googled “Medicare Advantage” and your SHIP program came up.
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Helping SHIPs Help Medicare Beneficiaries
How do you get them to listen?
• Hook them using this formula created by Bill Stoller:
• Situation, Surprise, Support
• Highlight the 5 Ws– Who, What, When, Where, Why, and How
• Tell a Story– Emphasize your key audience your key message– Think about your story visually
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Helping SHIPs Help Medicare Beneficiaries
Communications Planning
“Someone's sitting in the shade today because someone planted a tree a long time ago.”
Warren Buffett, American Businessman and Philanthropist
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Helping SHIPs Help Medicare Beneficiaries
Why Create a Communications Plan?
• To clarify your goals and objectives.
• To elevate promotional activities as a key part of your program’s strategic success.
• To enable creativity and camaraderie among your team.
• To develop a consistent message.
• To identify a variety of communications activities.
• To agree on the activities you will engage in, so you are
not continuously pulled in different directions.
Source: W.K. Kellogg Foundation, Communications Toolkit
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Helping SHIPs Help Medicare Beneficiaries
Components of a Communications Plan
• Create a SMART goal– Specific– Measureable– Attainable– Realistic– Time-bound
• Determine your target audiences• Draft key messages• Establish a defined scope of tactics
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Helping SHIPs Help Medicare Beneficiaries
Sample: Strategic Communications Plan
Communications Goal:
Target Audiences: ***
Key Messages: Problem:Impact:Solution:
Tactics:
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Helping SHIPs Help Medicare Beneficiaries
Practice Creating a PlanCommunications Goal: By May 2009, recruit one volunteer for each of the 4 regions who can act as the volunteer coordinator.
Target Audiences: * Human Services professionals* Retired managers (e.g. auto workers, nurses, corporate, teachers)
Key Messages: Problem: Due to limited funding, SHIPs rely heavily on
volunteers.Impact: When there aren’t enough volunteers, we are limited
in our ability to reach out and serve Medicare beneficiaries. Solution: We need you to volunteer for SHIP.
Tactics: * Ask to give a short presentation at a professional networking event* Ask your board for referrals* Place an ad on craigslist in your community
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Helping SHIPs Help Medicare Beneficiaries
Create a Unique Plan• What SMART goal can you achieve
through communications activities?
• What audiences might you target to reach that goal?
• What tactics could you use to reach those audiences?
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Helping SHIPs Help Medicare Beneficiaries
Thank You!
Please do not hesitate contact me:Kristi at [email protected].
Join the HAP Community - www.hapnetwork.org
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Helping SHIPs Help Medicare Beneficiaries
Sources• Bill Stoller, The Publicity Insider
http://www.publicityinsider.com/
• Business Week, Make Your Brand Pop http://www.businessweek.com/magazine/content/05_11/b3924440.htm
• Dr. Judith M. Newman, Key Messages http://www.lupinworks.com/roche/pages/keyMessages.php
• W.K. Kellogg Foundation, Communications Toolkit http://www.wkkf.org/default.aspx?tabid=75&CID=385&NID=61&LanguageID=0