Nurse Practitioners of Oregon consultation presentation

7/29/2019 Nurse Practitioners of Oregon consultation presentation

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Nurse Practitioners of OregonIntegrated Marketing Communications Campaign Proposal

Team 3:Rinad Ayed, Jessica Barry, Eleonore Plusquellec, Niven Singh, Jillian Toda

“Giving You the Attention You Deserve”



Agenda

Backgrounds NPO’s Situation Overview

NPO’s Strategic Objectives

Comparison with others organizations

SWOT Analysis

Researches

Targets

Positioning Statements Campaign Objectives



Historical Background

Mid-20th century : Advanced practice of nursing

1965 : First official training NPs program in the US

1977 : Nurse Practitioners of Oregon



NPO’s Background

The NPO mission : Legislative activities

A continuing education

Scholarship

Nurse Practitioners (NPs) :

Minor procedures Holistic approach

Not a nurse, not a physician

SUPPORT

for NPs



NPO’s Situation Overview

Non-profit organization that needs funds A greater voice needed for changes

Need for new members

Previous communications :

Oregon Public Broadcast (OPB) radio

Oregon Nurse’s Association’s marketing collateral Portland Metro area of NPO has been very active within its

geographic community.



NPO’s Strategic Objectives

Awareness & Education

Legal action & Recognition

Increase membership



Comparison with others organizationsOrganization Purpose Similarities with NPO Differences from NPO

NPO Legislative, educational,

supportive --- --- Oregon Center for Nursing

(OCN)

http://www.oregoncenterfornurs

ing.org/ Nurse leadership,

providing nursing

services to communities •Emphasis on furthering education

•Knowing value of nurses •Focus on providing care

•Not networking

•Dissimilar events/activities

Oregon Emergency Nurses

Association (ENA)

http://www.oregonena.org/ Support a network of

emergency care nurses

in Oregon •Has legislative activities

•Provides support and education

for practicing nurses •No clear membership base

•Focus on bettering practice, not

educating public

Oregon School Nurses

Association (OSNA)http://www.orschoolnurse.org/

Advocacy, care for

youth, supportive (for school nurses)

•Educates members through

conferences

•Organization based off of

membership

•No government or legislative

action (more education)

•Focus on solely practicing school

nurses

Oregon Holistic Nurses

Association (OHNA)

http://www.oregonholisticnurse

s.org/

Educational (practicing

nurses and community),supportive

•Network/Membership based

•Educating wider audience

•Dialogue with Oregon politiciansabout legislation

•Differentiates with the “holistic”

philosophy

•Wider range of nurses (not only

practitioners)

•Very new group

http://www.oregoncenterfornursing.org/


http://www.oregonena.org/

http://www.orschoolnurse.org/

http://www.oregonholisticnurses.org/




http://www.orschoolnurse.org/

http://www.oregonena.org/





SWOT AnalysisStrengths Weaknesses

•Provide benefits to members

•Has a connection to ONA to help withlobbying of bills and credibility

•Provide a ‘voice’ to NPs

•Large network in the metropolitan areaof Oregon

•Key members are highly experienced

•Unclear mission/vision statements and

website•Lack of marketing materials andstrategy

•Membership outside of Oregon’s

metropolitan area lacking

•No social media presence /lacking PR

Opportunities Threats

•Field of Nursing is growing

•Market need rising as public realizesvalue of nurse practitioners over

physicians•Oregon’s nursing programs span

outside of metropolitan area•General public still uninformed about nurse practitioners, cannot differentiate

•Highly competitive market where thereare many options for health care

•In down economy, funding is scarce

•Continued legislation affecting healthcare policies



Research

“A sample survey by the American Academy of NursePractitioners shows that the most common specialtiesfor NPs are family health, adult health, women’s health,pediatric health, and geriatric health.”

TO BE CONTINUED



Targets NPs :

NPs of Oregon

Ages 25 +

Public or private Structures

Students in nursing school Ages > 21

Mothers 25 to 65 years old

Various occupations



Positioning statements

NPs For current and aspiring NP's, NPO offers support and

recognition in addition to access to benefits and continuing

education, because NPO is dedicated to emphasizing

leadership, networking and governance on their behalf.

Mothers

For women ages 25-65 in all stages of life, NP's offer

availability, specialized care and attention because of the

holistic approach that NP's adopt in their practice.



Campaign Objectives

Communicate the key benefits provided to NPs by NPO

Increase visibility of NPs through NPO

CATCHING ATTENTION



TO USE

Elaborate a mission statement & Logo

Our campaign strives to convey the following words for

the NPs: united, active, change, recognition,opportunities, and benefits. On the other side, theadjectives that will be used in the mothers’ campaign

are: caring, supportive, available, helpful and

experienced.



Campaign Development

Nurse practitioners

Direct Mail

E-mail

Word of mouth



Social media

E-mail +Google adwords

Posters incampuses

Aspiring Nurse practitioners



AIDA Model

Desire•Nurse practitioners and students willwant to meet or network with the NPsfeatured in the ads

Action

• Nurse practitioners will go to the NPOwebsite to learn more, while nursingstudents will visit the NPO Facebook page or website



Women in all stages of life

Billboards

website

Educational



Desire

Women in the age bracket will seek out more information about nurse

practitioners and consider the benefits of visiting a nurse practitioner and how one

might fit their needs.

Action

The target audience will search, in additionto using word of mouth to collect moreinformation about nurse practitioners,solidifying their understanding of what

they do, and leading them to visit a nursepractitioner

AIDA Model



Color Scheme- Royal blue

Communication, CreativityPersonal

Expression

VitalityKnowledgeHealth



Budget

Item Qty Price

Direct mail 3300 $9,724

posters 250 $730

Bill board 30 $12,000

Improve the website 5 hours of work $1,000

Other media Ad spend $1000

Total $23,454



The Campaign & Moving Forward

NPO—“Giving You the Attention You Deserve”

Identify

Target Audience

DetermineObjectives

DesignMessage

SelectChannels

EstablishBudget

Decide onMedia Mix

MeasureResults

Manage IMCProcess



Collateral Designs

Logo

Billboard

Direct Mailers

Posters



Collateral Designs

Logo

Billboard

Direct Mailers

Posters

Two Designs



Billboard design option 1



Billboard design option 2



Collateral Designs

Logo

Billboard

Direct Mailers

Posters

Postcard9”x4”



Direct Mail Postcard Design

Male Representation

Larger text: website



Collateral Designs

Logo

Billboard

Direct Mailers

Posters Large Posters27” x 39”



Poster Design

Male Representation

Nursing Students

Move Informative Text



Evaluation Measurements

Number of new NPO members

Surveys: recognition & recall Internal

External

Click-through counts on NPO website



NPO Moving Forward

Develop Targets

Website, Social Media Design

Consistency



Questions

Documents

Nurse Practitioners of Oregon consultation presentation