KPHA Marketing Plan 2004 Kentucky Public Health Association Marketing

kpha marketing plan 2004 kentucky public health association marketing plan 2004 objective kpha will be the primary public health

KPHA Marketing Plan 2004
Kentucky Public Health Association
Marketing Plan 2004
Objective
KPHA will be the primary public health professional association in the
Commonwealth of Kentucky
Introduction & Goals
Product – What are we asking people to do?
==========================================
*
Become and remain a KPHA member
*
Attend KPHA functions (conferences and trainings, etc.)
*
Contribute to KPHA by participating on committees
*
Seek information on public health by visiting the KPHA website
*
Believe that the information presented by KPHA is from a reliable
source and is the best available information
*
Sponsor programs and events
*
Purchase exhibit space at annual conference
*
Contribute cash or products to KPHA for membership enhancement
Price – What will they need to give up?
*
Membership and conference fees
*
Time to attend conferences, participate on committees, check
website, etc.
*
Travel to meetings
*
Time & money for sponsors
Place – Where can the audience engage in the desired behavior?
*
At KPHA functions
*
At their place of employment
Promotion – How will you reach your audience? How will you get the
message out?
*
KPHA Newsletter
*
KPHA conference
*
KPHA website
*
KPHA members communicating in person, phone, e-mail, mail, etc.
*
KPHA publications and distributions
*
KPHA Director and staff communicating in person, phone, e-mail,
mail, etc.
*
Kentucky Broadcasters Association (potential partner)
Target Audience Profile
Demographics - Who do we want to reach?
*
Public health workforce (current & retired) at local public health
agencies (approximately 4,000)
*
Public health workforce (current & retired) at state public health
office (approximately 250)
*
Public health educators and students at schools of public health
(approximately 500)
*
Elected officials at the state and local level who make public
health policy decisions (approximately 250)
*
Members of related associations and professions (i.e. KAPA,
environmental groups and agencies, health care professionals,
medical societies, nurses associations, social services, mental
health associations and agencies, etc.)
*
National public health associations (i.e. APHA, NACCHO, CDC, EPA,
etc.)
*
Public health related businesses
*
Other state associations
*
Businesses supporting public health activities who may sponsor
events or make contributions
*
The general public
Beliefs and attitudes – How does the audience feel about the product?
*
KPHA is generally accepted as beneficial by those directly
associated with the Association.
*
Many of the public health workforce are unaware of KPHA
*
Many public health officials do not give KPHA the level of support
needed for KPHA to reach its intended audience
*
Most outside of public health are unaware of KPHA
*
Many public health officials outside of Kentucky know little about
KPHA even if they are aware of its existence
*
Many elected officials are not influenced by KPHA policy papers
and resolutions
Key benefits - What would motivate the audience to engage in the
behavior?
*
Peer pressure from fellow co-workers
*
Support and encouragement from supervisors and directors
*
Fees and expenses for membership and activities paid by employer
*
Fulfillment of CEU requirements and learning opportunities
*
Visual recognition of products
*
Perception of importance from having recognizable membership (i.e.
people in high places)
*
Knowledge of professional recognition from national associations
*
Opportunities to learn “cutting edge” and “Best Practices” in
public health
*
Career development opportunities for public health workforce
*
Opportunities to “network” with others in the same profession
*
Opportunities to “network” with others in public health but with
other focus and disciplines (KPHA is not compartmentalized with a
single professional focus as other organizations like KAMFES &
KASH.)
Key barriers – What will prevent engaging in the behavior?
*
Cost of participation and lack of reimbursement
*
Insufficient time to take off of regular work assignments
*
Indifference or lack of support from supervisors and directors
*
Perception that the organization is not important
Communication channels – How will we reach our audience?
*
Website and newsletter
*
Policy papers and resolutions
*
Personal contact
*
Conference and related activities
Communication Objective
To improve the image of KPHA and to increase recognition of the
organization
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Work Plan
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Introduction
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An Ad-Hoc committee of KPHA developed this Marketing Plan. It is the
recommendation of the committee that the plan be reviewed and edited
by the Board and committee chairs. It is further recommended that the
Board establish a permanent Marketing Committee with the charge of
implementing, evaluating and updating the Marketing Plan.
Implementation Strategies
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Strategy I – Survey membership
*
Survey past membership to determine reasons for not renewing
membership in the organization. This could be a mailed survey, a
phone survey or combination of both.
*
Survey renewed membership to determine why they remain members.
*
Survey potential members to determine why they are not members and
what incentives would be needed for them to join.
Strategy II – Membership drive
{Potential membership approximately 5,000. Current membership
approximately 800 or 16% of potential.}
*
Designate one member at each local health department to be the
department contact to be a conduit of information and promote KPHA
membership and events
*
Encourage membership committee to focus on increasing the benefits
of membership and to convey the benefits of membership to current
and potential new members
*
Encourage current membership to recruit new members
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Encourage LHD directors to become members
*
Encourage State Health Department directors to become members
*
Encourage University Schools of Public Health faculty and students
to become members
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Encourage Board of Health members to become members of KPHA
*
Give incentives for recruiting new members
*
Give incentives for new membership to join
Strategy III – Increase benefits of membership
*
Reduce cost of KPHA activities for members (relative to
non-members) such as training opportunities, golf tournament,
social events, etc.
*
Reduce cost of membership if member of other related organization
or association such as APHA, KAMFES, KAPA, KASH, Southern Health,
etc. and encourage those organizations to do the same.
*
Hold “members only” social events at conferences and other
activities
*
Have “members only” section of website with membership information
not available to others
*
Arrange discounts with businesses (hotels, admissions at state
events, etc.) for members
*
Sponsor “Kentucky” social and other events at national and
regional conferences such as APHA, NACCHO, NAHDO, etc.
Strategy IV – Gain support from local health department directors
*
Involve LHD Directors by encouraging and providing
responsibilities with KPHA such as committee involvement and
encouragement to run for office
*
Work with KHDA to encourage involvement with KPHA
Strategy V – Gain support from the Cabinet for Health and Family
Services and the State Health Department directors
*
Involve State Cabinet and Health Department directors by
encouraging and providing responsibilities with KPHA such as
committee involvement and encouragement to run for office
*
Work with KHDA to encourage State involvement with KPHA
Strategy VI – Promote expanded opportunities for involvement with KPHA
*
Annually survey all membership as to committees of interest and
encourage participation of committees
*
Keep a database of membership interests in committees and
distribute to committee chairs as new membership is needed
*
Send e-mails to those with an expressed interest when there are
openings on committees
*
Encourage LHD directors to join committees and run for office
*
Encourage State Health Department directors to join committees and
run for office
Strategy VII – Promote reciprocal membership benefits with other
associations
*
Promote duel membership benefits with other related associations
such as KHDA, KAMFES, KAPA, KASH, etc.
*
Provide reciprocal CEU opportunities at conferences and trainings
*
Seek reciprocal agreements for advertising conferences and events
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Explore reduced conference and training fees for partner
associations and organizations
*
Sponsor more joint conferences with other state and national
organizations
*
Sponsor booths at other organization conferences and encourage
reciprocal agreements
Strategy VIII – Provide training opportunities
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Seek state contracts to provide training for state and LHD staff
*
Provide training for the public health and related infrastructure
workforce
*
Provide educational opportunities for the general public on public
health issues
Strategy IX – Provide more local and regional events
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Provide regional training opportunities
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Provide regional committee opportunities
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Provide regional Section meetings
*
Hold committee and Board meeting in a variety of locations around
the state
Strategy X – Promote expanded public attention
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Expand news coverage through increased press releases
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Give more recognition and better publicize KPHA awards
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Tie KPHA promotion with KHDA promotions through PAP and the
Kentucky Broadcasters Association
*
Expand public visibility by expanding political awareness of
public health issues
Strategy XI – Increase the public health workforce
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Develop an image (logo) of public health in Kentucky
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Support undergraduate and MPH programs in Kentucky through
increased scholarship opportunities
*
Establish an endowment fund by reaching out to retirees and
suggest they include KPHA in their will to help with the
scholarship program
Evaluation
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Track changes in membership for KPHA
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Track changes in participation at the annual conference
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Track changes in participation at committee meetings and events
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Track changes in the annual budget
Developed by:
Kentucky Public Health Association
Connie Richmond, President
Dudley Conner, Executive Director
Ad-hoc Marketing Committee 2004
Peggy Seithers, Chair
James Cecil, DDS
David Dunn
Emily Gresham
Jay Hopkins
Alan Kalos
David Martin
James Rousey
Stuart Spillman
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