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Hospice of Waterloo Region
Integrated Marketing Communications Plan By: Erin Weiler, Andrew Fullerton, Kathleen MacDonald, Valerie Tyshchenko and Katerina Kotsopoulos
12/11/2012
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Table of Contents Introduction Executive Summary……………………………………………………………………….………3 Vision …………………………………………………………………………………….……….3 Mission...………………………………………………………………………………….….……3 Values……………………………………………………………………………………………..3 Purpose…………………………………………………………………………………………….3 Problem Statement………………………………………………………………………………...3 Top Level Goals…………………………………………………………………………………...3 Marketing Background Marketing Analysis……………………………………………………………………………......4 Internal Resource Assessment……..……………………………………………………………...5 External Resource Assessment……………………………………………………………….…...9 Competitor Analysis……………………………………………………………………………..10 Brand Analysis……………………………………………………………………………….......11 SWOT……………………………………………………………………………………………12 Recommendations………………………………………………………………………………..13 Integrated Marketing Communications Plan Primary and Secondary Target Markets……………………………………………………........14 Marketing Objective……………………………………………………………………………..15 Brand Value Proposition…………………………………………………………………………15 Marketing Communication Goal………………………………………………………………...16 Marketing Communication Objectives…………………………………………………………..16 Marketing Communications Strategy……………………………………………………………16 Marketing Communications Tactics……………………………………………………………..16 Marketing Communications Mix………………………………………………………………...17 Online Communication…………………………………………………………………………..18 Direct Response………………………………………………………………………………….19 Public Relations Plan Situational Analysis……………………………………………………………………………...20 Public Perspective……………………………………………………………………………..…20 Internal Influences…………………………………………………………………………….…20 External Influences………………………………………………………………………………20 Public Analysis…………………………………………………………………………………..21 Public Relations Objectives, Strategies and Tactics…………………………………………..…21 Advertising Plan Executive Summary……………………………………………………………………………...26 SWOT……………………………………………………………………………………………26
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Competitive Analysis……………………………………………………………………….……27 Advertising Goal…………………………………………………………………………………27 Advertising Objectives………………………………………………………………………...…28 Advertising Strategies……………………………………………………………………………28 Advertising Tactics: Recommending Advertising Activities……………………………........…28 Description of Target Market and Audiences……………………………………………...…….31 Persuasive Strategy……………………………………………………………………...……….32 Creative Strategy…………………………………………………………………………………33 Media Plan ………………………………………………………………………………………34 Media Strategy……………………………………………………………………………...……35 Budget…………………………………………………………………………………..…….…36 Evaluation………………………………………………………………………………….……37 Conclusion……………………………………………………………………………...…….…37 Recommendation………………………………………………………………………………..38 Appendix Appendix A: Marketing Background Marketing Analysis………………………………………………………………………………40 Surveys: Samples and Results…………………………………………………………………...41 Competitor Analysis…………………………………………………………………………..…48 Appendix B: Integrated Marketing Communications Plan Direct Response……………………………………………………………………………….…51 Appendix C: Public Relations Plan Key Public Analysis…………………………………………………………………………...…52 Public Relations Strategies and Tactics……………………………………………………….…54 Appendix D: Advertising Plan Poster…………………………………………………………………………………………..…56 Public Transit Advertisement……………………………………………………………………59 General Brochure……………………………………………………………………………...…62 Medical Brochure…………………………………………………………………………..……66 Media Plan…………………………………………………………………………………….…70 Media Strategy………………………………………………………………………………...…71 Budget……………………………………………………………………………………………73
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Introduction Executive summary Hospice of Waterloo Region (HWR) is a not-for-profit palliative organization that aims to provide non-residential support, comfort, and care to individuals diagnosed with life threatening and advanced illnesses. HWR is a holistic care centre that operates under the philosophy of providing person-centred, family-oriented, and community-based care in order to provide support for the person, as opposed to the condition. Vision No person in our community will endure the end of life experience without caring and knowledgeable support. Mission Hospice of Waterloo Region (HWR) provides the best hospice and palliative support and education to clients, their families, and the broader community. Values Volunteerism, Respect, Integrity, Compassionate Care, Teamwork, Community, Collaboration, and Professionalism. Purpose To provide support services to individuals in need of palliative care and to also bring comfort and solace to the families of those diagnosed with a life threatening illness. Problem Statements The following problem statements recognize issues and misunderstandings regarding Hospice of Waterloo Region (HWR):
• The community of Waterloo region does not fully understand the services that HWR provides.
• The term “hospice” carries a sad connotation that is misunderstood by the community. • The public confuses HWR with other local agencies providing the same services to the
community. • The Hospice cannot run effectively and efficiently without donations and fundraising.
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Top Level Goals The top-level goals are desirable undertakings that are to be accomplished to expand the public profile of Hospice of Waterloo Region (HWR). The top-level goals are:
• To ensure that the HWR philosophy is understood by the community. • To raise awareness for the organization as a whole. • To increase the amount of donations being brought in to HWR. • To increase the number of volunteers to include more students, men, and people of
different cultures.
Market Background Market Analysis Palliative and End-of-Life Care in Canada:
• 16-30% receive the palliative care they need to improve their quality of life.1 The Demand for Hospice Palliative Care in Canada
• The Canadian Hospice Palliative Care Association (CHCPA) estimates that 62% of Canada’s annual deaths require access to hospice and palliative care services.
• Chronic disease results in 70% of all deaths.2 Access to Hospice Care in Canada
• Canadians living in remote and rural areas, or who have disabilities, have limited access to hospice care services.
• Trends reveal that Canadians would rather die comfortably at home rather than in a hospital bed.
The Role of Home Care
• The delivery of formal home care generally relies on public funding and there has been an increase in the demand for home care services without an increase in funding.
• Emerging Canadian health trends indicate that effective home care can contribute to lower long term costs for the health care system, therefore these costs should fall under the parameters of the Canada Health Act.
Funding for Hospice Palliative Care Programs
• The report of the Commission on the Future of Health Care in Canada recommends the commitment of $89.3 million annually to the Canadian Health Care System to address hospice palliative care needs.
1 “Not to be Forgotten: Care for Vunerable Canadians” Parliamentary Committee on Palliative and Compassionate Care. November 2011 <http://pcpcc-cpspsc.com/wp-content/uploads/2011/11/ReportEN.pdf> 2 “Living Lessons” Canadian Hospice and Palliative Care Association. 2011. <http://www.living-lessons.org/main/hospice.asp#32>
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Internal Resource Assessment The internal resource assessment is divided into two categories: current and desired. The desired analysis provides suggestions acquired from surveyed nurses, see appendix A for survey results.
Current Internal Resources
Description
Library Available topics: • Illness • Palliative care • Bereavement
Available in the form of: • Books • DVDs • CDs
Employees • 7 employees
Volunteers • 260 volunteers Available volunteer positions:
• Special event planning committee members • Day of event organizers • Board of directors • Committee members • Client support • Night sit • Vigil moderators • Roster • Transportation drivers • Bereavement walking group members • Children & teen support group • Phone support • Volunteer shoppers • Housekeepers and Gardeners • Office administration staff • Information booth organizers • Mass mailers • Advisory council • Speaker’s Bureau • Day away respite program • Therapeutic touch therapists • Card players • Guest speakers
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Physical and Emotional Services
• Hair Salon • Massage Therapy • Client Transportation • Art and Creative Therapy • Day Away and Respite Programs • Volunteer Visiting Program • Children & Teen Support Services • Bereavement Walking Groups • Young Adult Support Groups • Patient Support Services • Friends and Relatives Support • Group, Individual and Family Counselling • Therapeutic Touch • Kids Can Cope Workshops • Library • Seminars/Workshops • Vigil
Current Finances • HWR is a not-for-profit organization and receives government grants and donations in order to fund their services
New Facility • The new building was built in 2010 • This is the first time the HWR has had all of their services
available in one location • Facility has open hours every Tuesday
Clinic • There is a medical centre in the HWR building o 2 doctors o 3 nurses
• Provides a sense of comfort and ease to patients coming to the facility, if something happens to them there are doctors and nurses on hand
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Desired Internal Resources
Description
Library • More books o In order to provide patients with books they can enjoy
reading to escape for a bit and relax • Include: • Fictional novels • Biographies with positive messages
o People who have lost a loved one o People who have been diagnosed with life threatening
illnesses
Volunteers • More male volunteers • More student volunteers
o Partner with the Wilfrid Laurier University Community Service Learning (CSL) Centre in order to help with the promotion of volunteer opportunities
o Volunteer experiences can also be developed and integrated into course curriculum, some students would volunteer in order to receive credit towards the completion of a course
o Partner with the nursing program at Conestoga College in order to promote the need for volunteer and the excellent experience it would provide students
o Partner with the University of Waterloo Applied Health Sciences department to promote volunteer opportunities and the experience it will bring to students
• More cultural diversity among volunteers o Partner with the YMCAs in the Waterloo Region in order to
connect with their Immigrant Services Program and attract volunteers from that program
Physical and Emotional Services
• Memorial Service o Have a brief service once a month to celebrate the lives of
those who have died that month o Invite employees, volunteers, family and friends
• Testimonial writing o Allow access to a notebook in which patients can write
anonymous testimonies about their experiences with the HWR
o This notebook can be accessed at the HWR by anyone who wants to read it
o There could be a children’s notebook and an adult notebook
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• Book Club o Pick a book every month with an inspiring message that
patients can read and have discussions about it o Meet for discussion at the facility
• Animal Therapy o Contact the KW Humane Society o Have them bring some animals to the HWR to interact with
the patients or take a trip, using volunteer drivers, to the KW Humane Society to visit the animals
o Ensure patients who are attending are able to be around the animals that will be in the building
o This could benefit children, teens and adults • Bucket Lists
o Have patients (both children and adults) complete an attainable bucket list of things they want to do
o Help patients complete items on their list o Adult bucket list example: Make a pie from scratch,
including the crust o Child buck list example: Meet Santa Claus
Current Finances
• Acquire more donations through public service announcements (PSAs), brochures and news coverage
New Facility • Provide more open hours when patients, friends, and families can be at the facility
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External Influences
Donations/Donors • 2011 total donations: $214,575 • 2012 total donations: $176,458
Life Threatening/ Advanced Illness Patient
• There is an external misunderstanding of how HWR can help those who have been diagnosed with a life-threatening illness in regards to services offered
Support Systems (Family and Friends)
• External misconception with seeing hospices as “giving up,” especially with the fight cancer campaigns
• Families and friends do not understand what services HWR provides
Volunteers • May be confused with that they are volunteering for • Many student volunteers could possibly be
uncomfortable working for a residential hospice, and they are not aware that HWR is non-residential
• Time: volunteers are needed during the day and only retired people have free time during those hours
Competitors/Other Hospices
• HWR must compete with other local hospices for donations and volunteer support
• There is a confusion between residential hospices and what HWR provides
Promotional Messages • HWR support services are not understood • The small social media presence advocates volunteer
promotions and positions • There are a variety of different brochures that display
general information about HWR
Community Services • Churches • Waterloo Region • Services that may be offered that are the same as
HWR services (driving, hair salon, counselling, etc.)
Doctor’s Offices • Doctor’s promote the hospice positively by providing patients with options to enhance quality of life
• Doctors may not fully explain the philosophy of HWR
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Competitor Analysis Understanding the nature of competing organizations in the local area can assist Hospice of Waterloo Region (HWR) understand its own unique selling proposition more effectively. Many competitors are specifically focused and have exclusive targets, therefore HWR can learn to better develop strategies by understanding how it differs from other local hospice and palliative care organizations. Hospice of Wellington Region Hospice of Wellington is a volunteer supported organization that is located in Guelph, Ontario. Hospice of Wellington is inclusive, non-denominational, and has been in operation since 1980. Hospice of Wellington is the competitor that shares the most similarity with HWR, but their geographical difference ensures that direct competition is limited. Both hospices can work together to create a synergy in the Waterloo and Wellington region in order to create a sense of ease and comfort around the end-of-life cycle. For information on funding, services, and strategies, see Appendix A.
Hope Spring Hope Spring Cancer Support Centre is an organization that offers support and assistance to individuals with cancer that are newly-diagnosed, engaged in active treatment, and also if they have been diagnosed as terminal. Hope Spring has been in operation since 1995, and is dedicated to providing physical and emotional support to Cancer patients exclusively. For information on funding, services, and strategies, see Appendix A. Lisaard House Lisaard House is a public organization that opened in Cambridge, Ontario in 2000. Lisaard House is a freestanding cancer hospice that is dedicated to providing support to individuals with Cancer exclusively. Lisaard House is a residential organization, and therefore is different to HWR because it features beds. The Lisaard House is an organization that operates solely on donations and subsidies from the Ontario Government. For information on funding, services, and strategies, see Appendix A.
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Brand Analysis Tagline “Completing the circle of care.” Values Volunteerism, respect, integrity, compassionate care, teamwork, collaboration, and professionalism. Logo The logo for Hospice of Waterloo Region (HWR) is the cornflower. The cornflower is a resilient and graceful plant that represents hope and blossoms in the Autumn season, at a time when other plants do not sprout. Most plants blossom in the Spring, the cornflower comes to life in the Fall before winter sets in, and therefore represents coming to terms with the reality of the cycle of life. Corporate colors The following colours are found on the Hospice of Waterloo Region (HWR) website, as well as in brochures and posters:
• White: Associated with purity, cleanliness, hope, safety, and comfort. White can also represent faith, and spirituality.
• Yellow: Represents cheerfulness, the colour of sunshine, laughter, happiness, and good energy. Yellow produces a warming effect in design, it stimulates the mind, and generates attention. Yellow overall is light-hearted, appealing, and pleasant colour.
• Green: Symbolizes growth, rest, and stability. Green is a very calming colour and since it is so closely associated with nature, it can also represent emotional healing.
Location Hospice of Waterloo Region (HWR) is a comfortable and modern space located at 298 Lawrence Avenue in Kitchener, Ontario. This is a new building that was constructed in 2010. The hospice is open to the public only a few times a week for volunteer run events because there are no residential beds at Hospice of Waterloo Region. The centre features different rooms for relaxation and therapy to assist in mental and physical comfort. The Stork Family Palliative Care Clinic is a clinic that is attached to the building and located near the front entrance. The design and layout of the building was well-designed in order to be accessible for individuals in need of palliative care; the building has one floor, has wide hallways, and an open concept in order to be inclusive to all patrons. Services and programs: HWR offers an extensive list of services for patients, families, and friends. Reference “Internal Resource Assessment” on pages 5-8 for detailed program list.
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Current Awareness Level The stigma that surrounds the word “hospice” limits the public awareness level since the public and general population fears death and reserves discussions revolving death to be private and not public. The community does not understand:
• HWR is not residential. • The difference between HWR and other centres in the Waterloo region. • What services HWR does provide and for whom (what kind of patients). • Services are free for people who are suffering from life threatening illnesses and their
families and friends. Situational Analysis (SWOT) Strengths
• The number of services offered • The uniqueness and variety of
services • HWR provides innovative and
inclusive support services o For people of all ages and
cultures • Current employees and volunteers
are loyal • Training and education programs
are available, free, and helpful • The facility is brand new • There is a medical clinic attached • They are supportive of all
organizations that do similar work in the community
• Library is resourceful and receives grants from Canadian government
Opportunities • Create more synergy with competition • Emphasize unique selling proposition • Expand social media and the website • Build awareness which will result in more
volunteers and funding • Create a Blog for patients and volunteers
to write on • Create a partnership with local Universities
and Colleges for volunteering • Create a partnership with a volunteer
action website (www.volunteerkw.ca)
Weaknesses • There is a lack in understanding
of the organization as a whole and the services they offer
• There is a misconception/ stigma surrounding hospices
• Most people have a fear of “giving up” the fight against a disease and of dying
• People have a fear of losing loved
Threats • Families wanting to be left alone • The paradigm of “giving up” • Competitors branching out and offering the
same services that make the Hospice of Waterloo Region unique
• Government funding is limited and tightly budgeted
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ones • Social media presence is small • Limited funds • Twitter account
Recommendations for Future Primary and Secondary Research and Direction 1. New patient survey to be conducted upon Hospice of Waterloo Region’s (HWR) first person to person meeting.
• This survey will be used to understand how patients are finding out about the organization as a whole and the services offered.
• Refer to Appendix B for sample survey. 2. Volunteer survey to be conducted at the beginning of the training process.
• This survey will determine how volunteers learned about the volunteering opportunities at the organization.
• It will also gather demographic and psychographic information. • Refer to appendix A for sample volunteer survey.
3. Continue to gage awareness through Aveva. • Determine awareness by the number of votes casted.
Recommendations:
• Update the website and provide latest information about Hospice of Waterloo Region (HWR).
• Create a blog to be used by patients, friends, family, and volunteers. • Use the Facebook page to attract volunteers, update it on a regular basis. • Eliminate the Twitter page.
o Anything that would have been communicated on the Twitter account should be communicated on the Facebook page or blog.
• Run two Public Service Announcements (PSA) on local radio stations: o One PSA will spread awareness with general information. o The second PSA will bring in donations.
• Create two brochures about the HWR: o Distribute one containing general information through direct mail. o Distribute the other containing information about the connection with the clinic at
medical facilities in the Waterloo Region. • Create and distribute a poster to local post-secondary career centres, churches, and
community centres like the YMCA to attract student volunteers. • Create a partnership with the Volunteer Action Centre of K-W (www.volunteerkw.ca),
and post volunteer opportunities on website free of charge. • Create a public transit advertisement for the inside of the bus to be featured in 25 buses in
the Waterloo Region. • Have CTV News do a feature story on the HWR and interview an employee and
volunteer. • Have a feature article printed by local newspapers.
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• Conduct volunteer and patient surveys upon first arrival.
Integrated Marketing Communications Plan Primary and Secondary Target Markets
Volunteers
Primary Target Secondary Market
Demographics Age: 55-70 Gender: Female Income: $20,000/yr Occupation: Retired Education: High school Marital Status: Married or widowed Ethnicity: Caucasian
Age: 18-25 Gender: Female Income: $8,000/yr Occupation: Student and a part-time receptionist Education: University/College (pre-med, nursing or other health professional) Marital Status: Single Ethnicity: Asian/Caucasian (German)
Psychographics Attitude: Kind, compassionate, warm, outgoing, optimistic, and nurturing Activities: Volunteering, cooking, gardening, meeting new people, crosswords, and reading Interests: Assisting others and filling spare time Opinions: Open- minded religious
Attitude: Intelligent, community driven, career focused, social, compassionate, friendly, and scholarly Activities: School, volunteering, working, shopping, and hanging out with friends Interests: Friends, social media, and celebrity gossip Opinions: not political, not religious
Geographics Lives in Kitchener Lives in Kitchener
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Donations
Primary Target Secondary Market
Demographics Age: 30-55 Gender: Male Income: $55,000-$70,000/yr Occupation: Full time job in a business setting Education: University or College Marital Status: Married Ethnicity: African American
Primary Market
Age: 40-60 Gender: Male Income: $120,000/yr Occupation: CEO or business owner Education: University Marital Status: Married Ethnicity: Caucasian (European)
Secondary Market
Psychographics Attitude: Driven, leader, loves his family and friends, social, and loves learning about new cultures Activities: Going to the gym, travelling, taking cooking classes, and spending time with his spouse, family, and friends Interests: The food network, social media, and reflecting on memories of his father Opinions: Engaged in local and federal politics, and puts family first in priorities
Attitude: Powerful, busy, working a lot is important, passionate about his work, driven, wealthy, and proud Activities: Working, golfing, and watching sports Interests: Money, fame, recognition within the community, and his family Opinions: Engaged in politics, and not very religious
Geographics Lives in Beachwood in Waterloo Lives in Manheim Awareness The target market for awareness is everyone in the Region of Waterloo 18-95. It is important that the whole adult community is aware of the Hospice of Waterloo Region and the services they offer to everyone. Creating as much awareness around this broad group of people will assist in gaining awareness but also volunteers and donations as well. Marketing Objective
• The main objective is to raise community awareness for Hospice of Waterloo Region
(HWR) and raise the organization’s public profile.
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Brand Value Proposition The following points are Hospice of Waterloo Region’s (HWR) unique propositions. These factors enhance the strength of the HWR brand:
• Unique support services. • Non-residential. • Free. • Supports both patients and their families. • No medical referral needed. • Deeply compassionate employees and volunteers.
Marketing Communications Goals
• To be the main support facility in the Waterloo region for those who are living with life
threatening illness. • To offer support to all families and friends struggling coming to terms with the death of a
loved one, or their diagnosis. • To create community awareness around palliative care.
Marketing Communications Objectives
• To increase online presence by 50% by April 2013. • To streamline HWR’s brochures and produce two new brochures with general
information and medical information. • To raise the overall organization awareness in the Waterloo Region by 10%.
o Through the measurement of increased volunteers, monetary donations and people using the HWR.
Marketing Communications Strategies
• Facebook. • Website. • Blog. • Brochures emphasizing medical legitimacy in doctor’s offices and clinics. • Brochures with general information for members of the community. • Public Service Announcements (PSA). • Posters in post-secondary career centres. • CTV news story. • Feature article in local press. • Public transit ad with Grand River Transit. • Patient and volunteer survey.
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Marketing Communications Tactics Facebook The Facebook page is currently a hub for information for volunteers working with the Hospice of Waterloo Region (HWR). The current online audience is exclusive and does not necessarily offer a source of information to external audiences, however, it is positive for individuals to view the Facebook page and witness how loyal and dedicated the volunteers are. In order to revitalize the Facebook page, HWR will make a plan to update the profile 2-4 times per week in order to consistently convey relevant information to the public. The Facebook page can feature stories, volunteer profiles, patient profiles, pictures of events, event advertisements, and current volunteer and employment opportunities. The Facebook page can also collaborate with local businesses, hospitals, and other hospices in order to create a more welcoming environment and a different perception of hospice culture in the Waterloo Region. Marketing Communications Mix Seven marketing communication outlets should be utilized to promote the Hospice of Waterloo Region (HWR) and raise awareness of the organization. CTV news story Hospice of Waterloo Region (HWR) should consider contacting the local CTV news station to set up a small interview to help spread the HWR philosophy to the community. Many adults watch the news, and by getting a story to be shown during the local 6 o’clock news it will allow more people to see the work that HWR is doing to bring comfort to patients with life-threatening illnesses and their families. The CTV news story can include shots of the facility, and interviews with employees and volunteers representing HWR. Public Service Announcements Hospice of Waterloo Region (HWR) has previously sent Public Service Announcements (PSA) to local radio stations to raise awareness and support. It is recommended that they send their PSAs to CHYM FM (96.7), KIX FM (106.7), and 570 News to help reach target demographics. All three stations will feature a PSA on general information. A second PSA regarding donation awareness will be featured on 570 News only. CHYM and KIX have listeners varying from late teens until retirement which includes the target demographics for all the objectives (awareness, volunteers, and donations) making it essential the PSAs are heard from these stations. 570 News is listened to by a predominantly male audience and the PSA can be used to generate more awareness to them. The donation PSA will be read on this station because of the male demographic that are business professionals which is the main demographic for donators.
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Brochures: Medical and General Awareness There will be two brochures made to help raise awareness of Hospice of Waterloo Region (HWR). A medical brochure that will be used to promote the Stork Family Palliative Care Clinic that has two doctors (as well as nurses) on site to provide medical care to the HWR patients. The brochure will also briefly explain related services. The second brochure will be about general awareness on the HWR. Poster Hospice of Waterloo Region (HWR) will be provided with a poster that will be posted in colleges, universities, churches, and community centres (YMCAs) in the Kitchener Waterloo area to help generate more awareness for students. The posters will be sent to Conestoga College, University of Waterloo, Wilfrid Laurier University, Medix School, and Trios College in association with the career centres at all schools. The posters will display information relevant to students, such as volunteer opportunities, training information, and contact information. Blog A blog will be a communication outlet for Hospice of Waterloo Region (HWR) that will be maintained by a group of volunteers interested in administrative or creative volunteering experience. The blog will be linked to the website and will be a place where executives, volunteers, patients, and their friends and families can write about personal experiences with HWR. The blog will assist in building a positive public perception for HWR because it will emphasize the theme of emotional healing and coming to terms with death and palliative care in a positive and warm manner. The types of posts will include anything from fictional or non-fictional stories, poems, pictures, testimonials, eulogies, art, movies, and even music. Website Hospice of Waterloo Region (HWR) needs to update the website so the community can have up to date information on what HWR has to offer. The website that is currently posted is currently undergoing construction to update the mission, values, and vision of the organization. Overall, the website is the first online outlet that many people will choose to access in order to discover the benefits of HWR, and therefore the website must be consistent, updated frequently, and relevant to the public while also conveying the heart of the organization in an effective manner. Twitter Hospice of Waterloo Region (HWR) currently operates a Twitter page that is not frequently updated, but is still a marketing tool used in order to broaden demographics and awareness. Not many Canadian hospices operate a Twitter page, it is a trend that is more popular in the United States. Twitter is a website that functions almost like a blog, but instead limits the characters to 140 words. Since the HWR is an organization based on compassion, and heart, it can therefore be assumed that Twitter is not relevant to the organization because limiting a word count can be
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detrimental. The Twitter can be omitted from the Integrated Marketing Communications plan in order to put full volunteer effort into social media projects like Facebook, Blog, and Website. Online Communication Goals 1.) To raise online brand awareness for the Hospice of Waterloo Region 2.) To raise awareness for volunteer opportunities through an online presence Objectives 1.) Increase traffic to HWR website 2.) To use social media as a way to advertise volunteer opportunities 3.) To raise overall online presence for the HWR Strategies 1) Advertise the updated website Tactic: Advertise on all social media, brochures, and public transit ads 2) To use the HWR Facebook page as a way to advertise all volunteer opportunities 3.) Create a blog that will be updated with posts from volunteers, patients, families, and executives, to help promote HWR Strategy Tactic: Update blog with testimonials, poems, stories, etc. to show the community the positive impact the HWR has on the lives of everyone visiting it. This will help raise brand awareness for the HWR. Direct Response Goal To determine how patients learned about the HWR and its services and why they chose to visit. Objective To acquire quantitative information that will allow the HWR to understand what kind of promotions, advertising and services are effective. Strategy It is suggested that the HWR conducts an anonymous survey with patients when they first come to the facility seeking the services. This survey will be optional as to not make patients feel obliged to answer questions they may feel uncomfortable answering.
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This survey will help understand:
• What influences someone to use the services of the HWR. o If it was their own independent decision idea to access HWR or was it was
suggested by someone else, like a health professional, family member, or friend. • What services they are knowledgeable about. • The services that are not currently available, but are desired by patients or their family
and friends • The age demographics of patients (Connect this with the services they are seeking) • If it is a child coming to HWR for the services the survey can be filled out by the parents
or guardians from their perspective, it will simply be indicated that the survey was not filled out from the child’s perspective.
Tactics Sample survey in the appendix B.
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Public Relations Plan Situational Analysis The main purpose of the Public Relations plan is to build the public's perception of the Hospice of Waterloo Region (HWR). Those who do know about HWR know very little of the services and programs offered to the patients and their families. The overall goal of this PR plan is to develop a method to effectively communicate the variety of services and programs at the HWR with the community and allow for an improved community relationship and reputation. Public Perspective There is a negative perception of the word ‘hospice’ because most people consider it to be just a place to die. In 2012, the hospice accumulated $176, 458 in donations and currently has 260 volunteers meaning there is plenty of room to grow. Internal The internal analysis is an objective consultation that is designed to add value to the organization. This section will analyze the internal resources that assist in HWR’s operations. HWR is an organization that has strong internal operations, they are as follows:
• HWR is not-for-profit and relies deeply on a group of 260 loyal and dedicated volunteers to expand and execute the organization’s services.
• HWR has 7 paid employees that are strongly committed to the philosophy of HWR. • Most of the services provided take place in the centre which is only open one day a week.
With more donations and volunteers the company would be able to provide support and care more than once a week.
• HWR does not have a marketing team, and therefore HWR has difficulty with raising public awareness in order to bring in donations and volunteers.
External The external analysis evaluates the outside forces that affect HWR’s operations:
• External publics are generally unaware of the services offered by HWR. • The word ‘hospice’ is typically associated with immediate death which is not what the
organization wants to be communicating to potential patients and volunteers. • HWR is having difficulty communicating the services provided through advertising and
the online presence. • Competition from other similar organizations diverts attention from HWR for awareness
and donations. The main competitors are: o Lisaard House o Hope Springs o Hospice of Waterloo Region
Access detailed competitor analysis on page 10.
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Public Analysis This section will outline the various publics that are affected by the Hospice of Waterloo Region (HWR). The publics are important because their awareness level will deeply affect the operating structure of HWR. Strengthening ties to publics will enhance public perception. Potential Volunteers HWR currently has 260 volunteers. 200 volunteer for client support, 62 are under 50 years of age, 24 are male, 8 are of a visible minority, 2 identify as LGBT, and overall there are 20 languages spoken by all volunteers. The plan will work in order to more effectively bring in student volunteers. Students can benefit from volunteering by:
• Gaining experience in the healthcare field. • Building their professional resume. • Earning credits for volunteering as a co-op option for their programs. • Completing mandatory 40 volunteer hours for high school diploma. • Feeling a sense of pride and satisfaction in helping the community
Donors Donors are an important public to the Hospice of Waterloo Region. HWR deeply relies on donor support for basic operating needs and functions. Those who decide to donate to the Hospice will benefit in a number of ways, and can be regarded as being personal donors, and corporate donors. Personal donors are individuals that have had a personal experience with HWR. They may have had family members or friends that have used HWR’s services in the past. Personal donors support a good cause and assist in community development, and also they benefit from knowing that the money they contribute is being put to good use. Corporate donors are local businesses that contribute money to HWR annually or during events. Corporate donations assist in creating a trustworthy public perception for the corporate donors. Corporate donors will have their company name printed online and at events, so therefore corporate donors will benefit from receiving positive public relations. Healthcare Workers Healthcare workers like doctors, nurses, and personal support workers are a public because they can help communicate the philosophy of the Hospice of Waterloo Region (HWR). Healthcare workers can assist in expanding HWR by offering advice to patients, friends, and family in need of HWR services. Overall, workers in the healthcare field will assist in spreading HWR awareness.
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Objectives, Strategies and Tactics Volunteers Objectives To strengthen the public profile of Hospice of Waterloo Region (HWR) by enhancing the number of volunteers, and focus on spreading appeal to student volunteers in order to have 10% of all volunteers identify as being a student in one year’s time. Strategies The message strategy is the overall theme that HWR should communicate to its publics. The message is that HWR offers a variety of opportunities for individuals interested in rewarding volunteer work. HWR is also looking for a wider audience to participate in volunteering, so a focus on bringing in student support will be a part of the message. The message must also benefit the students, and therefore must communicate that volunteer will give them experience in the healthcare field, can build their resumes, can also complete practicum or volunteer hours, and can also enhance personal happiness by helping out with the community. Action Strategies The action strategy is the method used in order to deliver the strategies and the objectives. The following actions will assist HWR in acquiring more volunteer support.
• Media Strategy o Public Service Announcement (PSA): This is a general PSA used to raise
awareness for volunteers as well as for donors and patients. See appendix C for PSA.
• Volunteer booths o Post-secondary institutions have a volunteer day where different companies set up
booths to advertise their volunteer positions. Contact local post-secondary schools to join volunteer days in order to increase awareness and bring in student applications.
• Volunteer program in schools
o Post secondary schools offer co-op or practicum placements for students to gain experience. Also, many universities offer credits for volunteering with local organizations. Contact local post secondary schools to set HWR as a co-op.
Tactics
• Media Strategy o In order to reach this specific target, PSA’s should be aired on radio stations such
as CHYM FM, KIX FM and 570 NEWS. Contact these radio stations to set up airplay. See Appendix C for contact information.
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o Contact HWR student volunteer to read message over the radio. o Contact local newspapers and local school newspapers to pitch the feature article
Enlist the assistance of a student volunteer, and conduct an interview about how volunteering has changed their perspective. If a patient that the student has provided care for is willing to do an interview for the story will create a greater impact and more emotional effect.
• Volunteer Booths
o The volunteer booth will be equipped with a visual aid that will communicate HWR’s philosophy, and also will outline the services offered by the Hospice and the volunteer opportunities that are available. Contact schools in the area to find out when and how to sign up for volunteer days. The following schools are to be contacted: Wilfrid Laurier University, University of Waterloo, Conestoga College, Medix School, and Trios College.
• Volunteer Program in Schools
o Contact departments at local universities and colleges. See Appendix C for contact information. Contact with department heads will help to establish HWR as a co-op option for the programs.
Donors Objectives To strengthen the public profile of Hospice of Waterloo Region (HWR) by increasing the number of donors in order to increase donations by 10%. Message Strategy
• The main message to communicate is that Hospice of Waterloo Region is a not-for-profit support centre for those suffering with life threatening illnesses. HWR relies on donations in order to sustain the operation of the facility and all of the services.
• In order to appeal to those potentially donating we need to prove the legitimacy of the Hospice. Ways of doing this include:
o Showing where all the funds are going. o The different services provided. o The history of HWR. o How many members of the community have found our programs helpful.
Action Strategy
• Media Strategies o PSA: A separate PSA to be aired on the radio that specifically targets donors. See
Appendix C for PSA content.
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Tactics
• Media Strategies o PSA- Contact 570 News to broadcast our PSA. We chose this station because
majority of their listeners consist of our market which are businessmen with an income of $50,000-$70,000
• Feature Article o Similar to feature article for volunteers, see page 23 for outline. o Interviewing a patient or a family member will help to create a deeper emotional
effect and a greater effect. Healthcare Professionals Objectives Strengthen relationships with healthcare professionals in the Kitchener-Waterloo in order to increase amount of patients by 10% and spread general awareness of the Hospice of Waterloo Region (HWR). Message Strategy
• The main message will be to reach out to healthcare professionals in the medical community in order to have them help strengthen the public’s perception on HWR. The main messages and appeals that we would like them to help communicate better to potential patients are as follows:
o More positive approach to accessing hospice services o Better understanding of HWR’s services for patients and families o Reinforce the idea that HWR is not a last minute destination, but rather a
supportive environment to assist patients in every stage of their journeys Action Strategy In order to increase awareness and bring in more patients we need to prove the legitimacy of the HWR as an effective location for medical counseling and bereavement. The best way of communicating this to potential patients is through healthcare professionals and other individuals with medical or social-working backgrounds. Some key authority figures to talk to that would bring in local patients include:
• Social workers: social workers support the community in terms of homelessness, children services, senior services, emergency, and more. Social workers have many different programs to assist the community and also seek to form partnerships to build synergy in the Waterloo Region.
• Doctors/ Nurses: HWR does not require referrals, but many patients feel more confident accessing the facility with a doctor’s recommendations. Doctors and nurses are trusted figures, and therefore can work in order to enhance awareness and bring in more patients.
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Tactics 1. Social Workers
• For key social worker services to contact see appendix C. • Build a connection and form a partnership with them in order to increase awareness • They will benefit to having us as it is another aspect of helping the community that they
have not yet covered. It is also free for the community. • Inform them of the ways they can help
o Referring those in need to our services o Adding a section of Hospice’s on their website o Providing a link to our website on theirs. o Distributing our brochures at their head office.
• Discuss what needs to be communicated to the public about the Hospice; free care for
anyone who needs it o Patients can use Hospice as a support system o It lets patients know they are not alone on this journey o Helps patients cope with the stress while maintaining their dignity o Helps families and friends of patients deal with the situation o Explain the variety of services we offer
2. Doctors/ Nurses
• See Appendix C for contact information regarding doctors and nurses at local Waterloo Region hospitals.
• Inform doctors and nurses of the ways they can help by: o Informing patients of HWR o Adding HWR as affiliate on their hospital’s website o Distributing HWR brochures in the hospital o Enhance number of volunteers by referring students in the medical field
• Inform them the ways that we will benefit them
o HWR can contribute to the medical field’s main goal of helping out the overall health and quality of the community.
• Discuss what needs to be communicated to the public about the Hospice;
o Free care for anyone who needs it o Patients can use HWR as a support system o It lets patients know they are not alone on this journey o Helps patients cope with the stress while maintaining their dignity o Helps families of patients deal with the situation o Explain the variety of services that HWR offers
OTHER RECOMMENDATIONS - CTV news story: see Media Plan on page 17.
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Advertising Plan
Executive Summary Hospice of Waterloo Region (HWR) is a not-for-profit palliative organization that aims to provide non-residential support, comfort and care to individuals diagnosed with a life threatening advanced illness.
Hospice of Waterloo Region has previously used brochures, posters, direct mailing and a website to advertise to the Waterloo region. It is important that the Hospice of Waterloo region creates overall brand awareness as well as bring in more donations and volunteers; to achieve this goal, brochures, public service announcements, transport advertisements, and online media will be used to communicate with the community. As the HWR already has an overwhelming amount of volunteers over the age of 50, it is recommended that all volunteer advertising be directed towards the secondary market of students between the ages of 18-25. SWOT
Strengths
• Effectively communicating with many different markets
• Easy to read • Appealing and inclusive graphics and
images (ages and cultures) • Accessible
Opportunities
• Expanded and updated website will be relevant to public
• Implementation of transit ads will broaden audience
• Increased brochure distribution will help build awareness
• CTV news story and PSAs will empower HWR public image
• Blog will display creativity of HWR patrons
Weaknesses
• Existing: o Limited budget o Twitter is not effective o Social media presence and
website traffic is small • Potential:
o Public apathy towards cause
Threats
• Competitor brochures may saturate market for donations and interest
• Medical facilities may not keep brochure display up to date
• Direct mail may be misdirected • Transit vandalism may belittle
organization
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Competitive Analysis Hospice of Wellington
• Website: Up-to-date and informative hub for relevant information regarding the Hospice of Wellington.
• Events: Inclusive and consistent events produce donations and increase public awareness. o Events include: Salsa night, Hike for Hospice, Embracing Beauty, and Capital
Campaign. • Partnerships and sponsorships: Partnerships strengthen the legitimacy of the Hospice of
Wellington. o Supported financially by United Way, Waterloo Wellington Community Care
Access Centre, and Waterloo Wellington Local Health Integration Network. Hope Spring
• Website: Extremely informative website that is up-to-date and relevant. The website offers assistance via telephone and even through a “live support” option to emphasize the theme of reliability and comfort.
• Events: a variety of different events hosted by Hope Spring guarantees that the public is aware of the organization and supports it.
o Events include: Viva Las Vegas: A Night of Hope, Yoga for Hope, and Diva by Design.
Lisaard House
• Website: Simple website that is well-organized and easy to navigate. • Sponsor and partner events reinforce Lisaard House’s reputation in the Cambridge
community. o Events include: Frito Lay Canada, Telus Charitable Giving Program, Fairview
Mennonite Homes, St. Jacobs Lion Lottery. Goals
• To bring more attention to Hospice of Waterloo Region (HWR) and the services they provide the community
• To convince people of the Waterloo Region that they should donate money to the HWR in support of the services they are providing the community
• To convince people of the community that there are many volunteer opportunities available at the HWR and that volunteering with the organization is extremely helpful and rewarding.
Objectives
• Increase Hospice of Waterloo Region (HWR) awareness by 10%. o The rise in awareness is measured by increased donations, volunteers and patients
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Strategies
• Poster promoting the volunteer opportunities • Public Transportation Advertisements • Two informative brochures
o One containing general information o One highlighting the clinic attached to HWR
Tactics: Recommended Advertising Activities To attract volunteers:
• Posters displayed in career centres at Conestoga College, University of Waterloo, Wilfrid Laurier University, Medix School, and Trios College in the Kitchener-Waterloo area will aim to obtain more student volunteers.
• If one of the educational establishments mentioned above does not have a career centre the poster will be displayed on a bulletin board at the school.
• Posters will be displayed for 8 months
For General Awareness: • Public transit advertisements which will allow many different ages to see the
advertisement for volunteers and donations. Public transit ads are beneficial because they can advocate services that will alleviate daily burdens for individuals with life-threatening illnesses and their families, such as the driving service.
• The ad will be featured on the inside of 30 buses in the region for a period of 3 months. • Brochures
o The first brochure will be informative and its purpose it to raise awareness of the services that the HWR is offering. It will be sent out through direct mailing but will also be available at hospitals, specialist offices, and community centres.
o The second brochure will highlight medical services offered by the HWR including counselling, in home volunteers who provide medical care, and the Stork Family Palliative Care Clinic. This brochure will be available through medical centres and will also be distributed by doctors, nurses, and personal support workers.
The following chart describes the neighbourhoods that the general brochure can be distributed to. The description includes average incomes, as well as other personal factors that would entice interest in HWR.
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Neighbourhood Name
Description
Heritage Park3 Heritage Park is a suburban neighbourhood with larger families headed by 35-54 year old maintainers that earn $100,000 annually. This neighbourhood is very busy with work, school, and running time with kids. Furthermore, there is a thriving population of students in this area that attend post-secondary institutions. The population living here has an appreciation for organizations like Hospice of Waterloo that promote compassion in the community.
Rosemount4 The Rosemount region is identified by having an older population but a stable income of $70,000 per year. The Rosemount region was once thriving, but in the recent years it witnessed the closure of Notre Dame Catholic Elementary School and Smithson Public Elementary School. Rosemount features empty nesters that would benefit from receiving information about Hospice of Waterloo Region for volunteer reasons or for families and friends.
Victoria Hills5 The demographics in this location are first-generation immigrants from post-war Europe, and their families. These individuals seek security and have traditional values. The average household income is roughly $89,000 for the entire nuclear family. The Hospice of Waterloo will engage with this population to understand the needs of a traditional population, including their views on the process of death and bereavement. This neighbourhood features St. Mary’s General Hospital, and therefore will benefit from learning of other options that HWR can provide them with.
Westmount6 The Westmount neighbourhood spans both Kitchener and Waterloo and is identified by dynamic growth from emerging new families and many recent immigrants. The average income is roughly $120,000 per year. Hospice of Waterloo Region will receive many new donors and volunteers from this neighbourhood. The Westmount neighbourhood has a number of small clinics, as well as old-age homes, retirement homes, and nursing homes, therefore this population is aware of the hospice/ medical culture.
3 “Demographics: Heritage Park, Kitchener, Ontario” Zoocasa. 2012 <http://www.zoocasa.com/en/area_details/26742-Heritage-Park-Kitchener-Ontario/demographics> 4 “Demographics: Rosemount, Kitchener, Ontario” Zoocasa. 2012 <http://www.zoocasa.com/en/area_details/27634-Rosemount-Kitchener-Ontario/demographics> 5 “Demographics: Victoria Hills, Kitchener, Ontario” Zoocasa. 2012 <http://www.zoocasa.com/en/area_details/27722-Victoria-Hills-Kitchener-Ontario/demographics> 6 “Demographics: Westmount, Kitchener, Ontario” Zoocasa. 2012 <http://www.zoocasa.com/en/area_details/27002-Westmount-Kitchener-Ontario/demographics>
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Online Media
• The Facebook page will be revitalized to appeal to volunteers, patients, families and donors in order to grab their attention and to provide additional information about volunteering, training, services and programs that are available.
o Recommendations for Facebook Page: 4 or 5 posts per week, predominantly before noon on weekdays. Include more posts that can be useful and educating for volunteers (new in
palliative care sphere, tips, and recommendations about patient care). Put Facebook and Blog links on the HWR website.
• The HWR website will be used to target families and friends of those who have been diagnosed with a life threatening illness and looking for support and information, potential donors who are looking for information about the HWR and what HWR does, and potential patients. Also, the website is to be updated so to provide essential information to visitors about recent events and updates.
o Recommendations for HWR website: The website should be in corporate style and colors (use more white color
for the background). Easy navigation (reader-friendly), search box for new visitors. Contain important information for donors such annual reports. Right panel may include only donation box, links on Facebook page and
blog. Minimal use of pictures on the bottom of every page. Links to other partners of HWR and services they provide, if they are not
available at HWR. Put Facebook link box on the main “welcome” page HWR website. Put blog link on the main “welcome” page HWR website.
• We are suggesting the HWR creates a blog that will be a place for executives, volunteers, patients, and their families to post personal experiences and patient’s life stories, there would be the option of remaining anonymous. This will allow the community to see the positive contributions that the HWR makes in the lives of those at the HWR and show how people live with life threatening illnesses.
o Recommendations for the HWR Blog: Create a blog on the Wordpress platform - free of charge. Will be maintained and updated by a volunteer. Posts on the blog may cover different themes which are going to be
interesting for readers (health, memories, literature, travelling, etc.). One post a week.
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Description of Target Markets
Volunteers
Primary Target Secondary Target
Demographics Age: 55-70 Gender: Female Income: $20,000/yr Occupation: Retired Education: High school Marital Status: Widowed Children: Two grown children, Empty Nester Ethnicity: Caucasian
Age: 18-25 Gender: Female Income: $8,000/yr Occupation: Student and a part-time receptionist Education: College Student (nursing) Marital Status: Single Children: None Ethnicity: Asian and Caucasian (German)
Psychographics Attitude: Kind, compassionate, warm, outgoing, optimistic, and nurturing Activities: Volunteering, cooking, gardening, meeting new people, crosswords, and reading Interests: Assisting others and filling spare time Opinions: Open- minded religious (Christian) What will attract this audience to the message: Emotional and time appeal, women will want to volunteer because they feel some sort of connection to the HWR or are looking to fill time that is now empty after retirement
Attitude: Intelligent, community driven, career focused, social, compassionate, friendly, and scholarly Activities: School, volunteering, working, shopping, and hanging out with friends Interests: Friends, social media, and celebrity gossip Opinions: Not political, not religious (agnostic), and open-minded What will attract this audience to the message: Emotional and experience appeal, women will want to volunteer because of an emotional connection to the HWR and/or because it will help build up their experience and resume
Geographics Lives in Kitchener in the Stanley Park neighbourhood
Lives in Kitchener, in Doon around Conestoga College and works at Ku’r Salon and Spa as a receptionist part-time
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Donations
Primary Target Secondary Target
Demographics Age: 30-55 Gender: Male Income: $55,000-$70,000/yr Occupation: Full time job in a business setting Education: University or College Marital Status: Married Ethnicity: African American
Age: 40-60 Gender: Male Income: $120,000/yr Occupation: CEO or business owner Education: University Marital Status: Married Ethnicity: Caucasian (Italian-European)
Psychographics Attitude: Driven, leader, loves his family and friends, social, and loves learning about new cultures Activities: Going to the gym, travelling, taking cooking classes, and spending time with his wife, family and friends Interests: The food network, social media, and reflecting on memories of his father Opinions: Politically involved with the Conservative Party
Attitude: Powerful, busy, working a lot is important, passionate about his work, driven, wealth if power, and proud Activities: Working, golfing, and watching sports Interests: Money, fame, recognition within the community, and his family Opinions: Politically involved with the Liberal Party
Geographics Lives in Beachwood in Waterloo Lives in Manheim
Awareness: The target market for awareness is everyone in the Region of Waterloo age 18 - 95. It is important that the whole adult community is aware of the Hospice of Waterloo Region and the services they offer everyone. Creating as much awareness around this very broad group of people will assist in gaining awareness but also volunteers and donations as well. Persuasive Strategy Awareness:
• Attaining a better understanding of services offered in the community • Attaining a better understanding of what the Hospice of Waterloo Region does and
provides in comparison to a traditional Hospice • Attaining knowledge of Waterloo region
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Volunteers
• Builds resume and experience • Rewarding experience because of offering help and support to others in the community • Making lasting and meaning connections with others
Donations
• Every donation is valued and helps to better care for patients and their family and friends, everyone deserves support during a rough time
• This could help you, one of your family members, or friends one day • The feeling of helping and making a difference in the community exists after donating
Creative Strategy Poster
• Message will be presented professionally but eye catching. • It will evoke emotion that will make people want to know more about the organization
and volunteer opportunities. • The copy will be easy to read and not very wordy.
Public Transit Ad
• The purpose of this ad is to reach and touch on all three objectives, raising awareness, attaining more volunteers and acquiring more donations.
• Message will be presented in a simple, eye catching and happy way. • The HWR colours will be used along with pictures of people of different ages and
ethnicities. • The quote being included on the poster and contact information will be on the ad.
General Brochure
• The purpose of this brochure is to educate people in the Waterloo Region on the HWR as a whole and to highlight some of the important services offered.
• It will not contain too much information, just simple sentences. • HWR colours will be used • Contact information will be provided
Medical Clinic Brochure
• The purpose of the medical brochure is to highlight the HWR’s connection with the palliative clinic that is attached to the building.
• Message will be presented in a simple and easy to navigate format. • HWR colours will be used. • Contact information will be provided.
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Media Plan This media plan will provide guidance for HWR and recommendations for the best time to launch and run advertising campaigns. The media plan is a suggestion for HWR and may be altered at their discretion. Who are most likely respond to media channels: Targets Through the marketing goals and objectives, the key targets were identified. The goal is to give HWR maximum exposure to the target markets. Media Plan This media plan will provide guidance for HWR and recommendations for the best time to launch and run advertising campaigns. The media plan is a suggestion for HWR and may be altered at their discretion. Who are most likely respond to media channels: Targets Through the marketing goals and objectives, the key targets were identified. The goal is to give HWR maximum exposure to the target markets. For information on the target market outlines see Description of Target Market and Audiences on page 31-32. 1. Student Volunteers Student volunteers between the ages of 18 - 25 living in the Waterloo Region. To see the detailed breakdown of ages see the chart in appendix D. For the psychographics on the student volunteers see the Description of Target Market and Audience chart on page 31. These students use the Grand River Transit or a personal vehicle for transportation, and will be in direct contact with the public service announcements played on KIX106.7 which is popular within these age group. This target will also be in direct contact with the volunteer posters displayed in the Waterloo Regions post-secondary institutions. 2. Donors The target market for donors is males between the ages of 30 - 55. To see the detailed breakdown for ages see the chart in appendix D. For the psychographics on the primary target for donors see the Description of Target Market and Audience on page 32. The target donors have an average income of $55,000 to $70,000 and will likely donate money to an organization if something happens to their family members or friends or just an act of kindness to help people.7
7 Psyte HD, 2012. <http://www.utahbluemedia.com/pbbi/psyte/psyteCanada.html
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3. General Publics These publics are also targeted to be educated about existence and services provided by Hospice of Waterloo. People who listen to certain radio stations (106.7 KIX FM; 96.7 CHYM FM; 570 NEWS), watch regularly CTV news or visit hospital may be attracted by Hospice's advertising messages. Media channels
Channels listed below are chosen to target the target markets effectively depending on where are they located and what channel will attract their attention. So for different publics will be used different channels such as:
• Broadcast (PSAs). • Collateral (posters, brochures). • Outdoor (Transit Bus advertising). • Direct mail.
Media Strategy
This Media Plan will fulfill the overall marketing objectives of Hospice of Waterloo. Execution of media plan (Gantt chart) shows when the right time to target the key markers through chosen media channels. To see the whole media strategy see the Appendix D. Budget Hospice of Waterloo Region has a marketing budget of $18,000 for the year. Expected expenses will be $6,381 for posters, brochures and transit advertising. Other advertising campaigns such as PSA and CTV News Story are free for Hospice of Waterloo. Facebook, website and blog updates are also free to complete for HRW but required volunteer support. This budget should cover all the 2013 expenses which are going to be used for targeting the key audiences. For more information see Appendix D, and pages 36-37. Evaluation Hospice of Waterloo Region’s advertising evaluation will be measured by the end of the year: - Number of new volunteers. - Number of new patients. - Facebook statistics, number of “Likes” - Donation trends (increasing or remain the same). - Website activity (viewers), how people get to the website (Google analytics). - Number of Blog readers.
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Budget The Hospice of Waterloo Region (HWR) is a not-for-profit organization that functions solely on donations, volunteer support, and contributions from the Provincial government. The following budget will delegate the funds appropriately so that HWR can use its financial resources effectively. Brochures: Two brochures have been created to attract the target audience effectively. The brochures have different messages and will be available in different locations, depending on their target. The brochures have been created with minimal ink and no bleed, and will be printed on economic paper, so to increase cost-effectiveness. Both the medical and general brochures will be available in hospitals, specialist offices, community centres, and also will be provided to nurses and personal support workers. The brochure dedicated to providing general information will be distributed through direct mail to select Kitchener neighbourhoods in order to increase awareness for the organization. The total cost for the brochures is as follows:
2,000 copies of 2 versions (4,000 total) = $1,465 Additional 2,000 copies of general brochure = $700
Postage and mailing costs = $400 Three Stock Photographs for Brochures = $21
_________________________ Total cost of brochures = $2,586
Posters: One poster design has been created to advocate volunteering for students in the three main post-secondary education institutions in the Kitchener-Waterloo Region: University of Waterloo, Wilfrid Laurier University, Conestoga College, Medix School, and Trios College as well as religious institutions and community centres. The posters will be specifically sent to the schools’ career centres, and an electronic copy will be available on the university/ college career centre’s websites.
300 copies of 1 version at $.60 = $195 Electronic copy = free
_____________________ Total cost of posters = $195
Public Transportation Advertising: Ads inside Grand River Transit buses will increase the public image of the organization. The GRT appeals to many audiences and travels through a number of neighbourhoods throughout the region, including residential and business districts, therefore a transportation ad will be an effective use of finances. The public transit ad will be displayed in 25 busses around the Kitchener-Waterloo region. 30 transit ads will be printed to account for extras and replacements during the run of the ad.
30 copies of 1 transit ad at $20: $600 GRT advertising cost for 16 weeks at $40 per 4 week interval x 25 busses: $3,000
_____________________ Total cost of transportation ad =$3,600
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Media advertising: All advertising through media outlets has been created in order to reach a broader audience. Public service announcements have been created, and also news stories in local news programs will highlight the Hospice of Waterloo Region as a positive public organization. Local television news stations and radio stations will run the ads free of charge because of the nature of the organization, and because news stations consistently seek out an active buzz in the community.
2 Public Service Announcements = Free 1 News story with CTV = Free
Feature articles with local press = Free ____________________
Total cost of media ads = Free
Evaluation Hospice of Waterloo Region’s (HWR) brand evaluation can be measured by:
• Number of new volunteers will be determined by conducting a survey upon arrival. This will establish whether they got information about HWR volunteer opportunity through a poster, a volunteer booth at a university or college, the Facebook page, Public Service Announcement (PSA) or another source.
• Number of new patients will be determined by conducting a survey upon arrival. This will establish where they got the information about the HWR and the services they provide. Information could be given through a doctor recommendation, CTV news story or another source.
• Donation trends will be determined by staying the same or increasing. HWR can increase number of donations through hosting events such as the jazz concert.
• Overall brand awareness of the HWR can be evaluated through promotions such as transit advertising on 25 of the Grand River Transit buses, PSAs, brochures, and other sources.
• Overall brand awareness of the HWR can be evaluated through online activity such as number of website visitors, Facebook likes, Google analytics, and number of blog readers.
Conclusion Hospice of Waterloo Region (HWR) is a non-residential palliative care centre located in the Waterloo Region. HWR offers comfort, care, and support for those diagnosed with life threatening illnesses. Objectives
• To increase overall HWR brand awareness • To increase the number of student volunteers • To increase the amount of donations to the HWR
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Target Market The target market of Hospice of Waterloo Region (HWR) is separated into three categories based on the objectives:
• Overall awareness: The target market for awareness is everyone in the Region of Waterloo 18-95
• Volunteers: The target market is females between the ages of 55-70 however all advertising is directed towards the secondary market of female students between the ages of 18 - 25 because these are the volunteers the HWR is desiring to have more of.
• Donors: The target market for donors is males 30 - 55 who are employed in a business setting and make an average of $55,000 - $70,000 a year.
Recommendation To raise overall Hospice of Waterloo Region (HWR) brand awareness it is recommended they use: two brochures created, one for general awareness and one on the medical services provided, transit advertising that will be displayed inside of 25 Grand River Transit buses for four months, two public service announcements one for general awareness and one for donations, posters that will be displayed in universities, colleges, churches, and YMCAs in the Waterloo region, volunteer booths set up at Waterloo region schools, and a CTV news story in March to further raise brand awareness as well promote their Gala. Also the following online activity is recommended: 2 to 3 Facebook updates a week, update the HWR website to according to new information and create a HWR blog through Wordpress to connect the HWR with the Waterloo community.
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Appendix A: Marketing Background Market Analysis
Palliative and End-of-Life Care in Canada:
- A committee of 13 Members of Parliament collaborated in a 2011 report and emphasized the need for Canada to construct an effective national strategy around hospice and end-of-life care.
- The committee recognized Canada’s need to strengthen centres that provide holistic body and mind care to patients and families struggling with chronic and life-threatening diseases.
The Demand for Hospice Palliative Care in Canada:
- 4 in 5 people over the age of 65 has one chronic disease. - 70% of this population suffers with two or more chronic diseases. - Hospice and palliative care programs allow patients to gain more control over their lives, manage
pain and symptoms more effectively, and provides support to family and informal caregivers. - Quality end of life care is currently provided to those regarded as being “health literate” - Health literacy is determined by the following factors:
o High income and esteemed social status o Strong social and support networks o Education and literacy o Employment and excellent working conditions o Positive social environments o Physical environments o Personal health practices and coping skills o Healthy child development o Biology and genetic endowment o Access to health services o Gender o Culture
Access to Hospice Care: Hospice accessibility and overall openness to hospice facilities is determined by “health literacy.” “Health literacy” is determined by the following factors:
- High income and esteemed social status - Strong social and support networks - Education and literacy - Employment and excellent working conditions - Positive social environments - Physical environments - Personal health practices and coping skills - Healthy child development - Biology and genetic endowment - Access to health services - Gender
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- Culture
The Role of Home Care
- The Canadian Home Care Human Resources Study indicates that 65% of family and informal caregivers are under 50 years of age with 64% working full time, part time, or self-employed.
- The number of institutionally based care beds have been cut, therefore the demand for community based agencies has increased because Canadians still want hospice support.
- A lack of funding affects the need for trained volunteers, family, and informal caregivers.
Training and Education
• Canada currently has 200 palliative care physicians who work either fulltime or part-time. • Nursing education in Canada has moved forward with plans to offer palliative training along with
the curriculum. • Much of Canada’s end of life care is provided by family physicians, many of whom lack adequate
training in pain management and other required skills. Funding
- Palliative care programs rely on charitable giving: majority from private donors, restricting the size, scope, and access to programs.
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Surveys: Samples and Results Nursing Student Preliminary Questionnaire:
1.) Have you heard of the Hospice of Waterloo Region (HWR): YES ___ NO ___ 2.) What three words come to your mind when you think of the word “hospice?” __________________ ___________________ ___________________ 3.) Place an “X” at the appropriate location in the following listing: What is your current perception of hospices? Innovative ___ ___ ___ ___ ___ Traditional Educational ___ ___ ___ ___ ___ Resourceful Emotional ___ ___ ___ ___ ___ Physical Compassionate ___ ___ ___ ___ ___ Apathetic Low Quality ___ ___ ___ ___ ___ High Quality Volunteers ___ ___ ___ ___ ___ Employees Expensive ___ ___ ___ ___ ___ Free 4.) Hospice of Waterloo Region is a not-for-profit palliative care center that aims to provide non-residential support and comfort to individuals diagnosed with advanced life-threatening illnesses. The Hospice is free-of-charge, has no beds, and operates as a bereavement center so to increase the quality of life for patients and families. How does this definition differ from your understanding of a hospice? __________________________________________________________________________ 5.) The following 10 services are offered by the Hospice of Waterloo Region. Rank the 10 services with (1) being most important and (10) being the least important. Driving service ____ Creative therapy (ie – gardening, art, and sand tray) ____ Day away program ____ Support counselling for patients and families ____ Counselling for children and teens ____ Spiritual counselling ____ Hair salon ____ Volunteer visiting service ___ On site medical clinic ___ Library resources ____ 6.) Do you have any suggestions for additional services the Hospice of Waterloo Region should offer? ________________________________________________________________________
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Nursing Survey and Analysis: The survey for Conestoga nursing students discovered both qualitative and quantitative information regarding Hospice of Waterloo Region’s public perception. Questions and results are listed below:
1. What three words come to your mind when you think of the word “hospice?”
*Numbers in brackets mean the quantity of answers that were the same among student.
Care (40)* End (19) Peaceful (16)
End of life (11)
non for profit (1)
Compassionate (5) Death (20)
Support (16)
Expertise (1)
Volunteers (3)
Holistic (2) Family (11) Comfort (18) Illness (5)
Tragedy (1)
Nurses (2) Nursing (1) Elderly (1) Cancer (4) Multidisciplinary (1)
Hopeless (1)
Dying (11) Caring (10) Palliative (26)
Peace (12) Life (18) one on one (1) Dedication (1)
Devotion (1)
Wonderful (1)
Sadness (3) Healthcare (1)
Team (1) Hope (2) Pain (1)
Decisions (1)
Terminally (2)
Come to die (2)
Shelter (2) Person (2) Caring for the dying surrounded (1)
Visiting (1)
Patients (5) Provider (1) Quality (2) Dignity (2) Supportive (3)
seriously ill (1) Emotional (3)
Therapy (1)
Love (2) Setting (1) Sad (8) Hospital (4) Service (1) Clinic (1)
Sick (1) Residence (1)
Hospitality (1)
Acceptance (1)
Welcoming (1)
Time to look back on life (1)
Environment (1)
giving time to family (1)
relief (3) Home (5) critical illness (1)
Help (2) Nonjudgmental (1) comfort measures (1)
Ending (1) Atmosphere (1)
Best quality (1)
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2. Hospice of Waterloo Region is a not-for-profit palliative care center that aims to provide non-residential support and comfort to individuals diagnosed with advanced life-threatening illnesses. The Hospice is free-of-charge, has no beds, and operates as a bereavement center so to increase the quality of life for patients and families. How does this definition differ from your understanding of a hospice? (All spelling/ grammar/ phrasing has not been altered).
- I thought hospices were residential. Didn't realize they offered bereavement services non-residential.
- I was under the understanding that hospice care could be provided in an individual's home. has no beds... I thought the centre also had beds which were provided for individual's requiring palliative care. (More of a "homelike" environment than the hospital)
- A typical hospice center provides residential support. Waterloo proves services can still be supportive and valuable as an outpatient resource. (Preceding ranking 1=greatest, 5=least).
- Most hospices I am aware of offer both community support and residential services for end of life care. The definition does not say it is palliative care. Palliative is different than life threatening.
- Different delivery than my own experience but same principles, no beds. - There are no beds? - I think of there being a fee associated with staying at a hospice. - I always thought that a hospice had beds and a charge. It’s a place to spend your end days in
comfort and around your family and a palliative team to maintain your comfort and dignity in the end stages of life.
- I thought that hospice was a place similar to a hospital where people with advancing illness went to be supported in the process of dying. I understood hospice to be a place where people live in their last weeks, days, hours and receive palliative care.
- I picture a hospice as somewhere with beds and residents, somewhere where people can go and be cared for at the end of life.
- I thought all hospices were long term stays until the end of life. - Thought there where palliative beds available. - I don’t know much about hospices. No beds? Does this mean it’s like a day care centre? - A lot. I thought hospice was a designated place one goes for palliative care before passing away.
I was unaware that is free of charge but know that the beds are very hard to get. - I assumed a hospice was a residential palliative care facility. The fact that it has no beds seems a
little bit weird to me. - It is very similar except I thought they went to the hospital. - I did not think that a hospice was free of charge, or that it would be free of charge for the families
as well. I thought it was a place to bring my dying family member to be cared for until death. - Free of charge is unexpected and no beds as well - I didn't really know that there were hospices that were free. - Hospice is to provide care and support for clients in the end stages of their lives. It also provides
services to help families to cope with the idea of death and dying. I didn't realize it was free of charge.
- It doesn’t. - Pretty much the same. - This definition does not differ from my understanding of a hospice as I know these facts. Seems
a lot more comfortable than what I thought a hospice was. I did not realize that it is free of -charge, which is a huge benefit for the patients.
- This piece "The Hospice is free of charge, has no beds" is a completely new idea to me. I had a different picture in mind of what a hospice does and the expense related to them.
- Was not aware that there are no beds.
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- When I think of hospice i think of a place where family and friends can go to spend time with their loved one and say goodbye.
- I am now aware that a hospice can house individuals over a long period of time. - I had no idea it was free, and I thought the client's lived there. My assumption was that hospice
was a place where palliative patients lived out their last months by providing care in house. - Did not realize there were no beds. - I personally thought that hospices where a place with beds and you could stay till you passed
away or where cured of your illness. - They provide a home like environment and emotional wellbeing to patients and families alike in
end of life situations. - I was surprised to find out it was free. - My understanding of a hospice is a "home", a beautiful, comfortable furnished home in which
patients who are terminally ill and have a short time to live go. It is a place where the families and friends come to visit and the patient/client is made comfortable, relieved of pain while still receiving the same level of care as a nursing home or hospital. (As the family are no longer to care for their loved one in the way they would require).
- No beds? Thats confusing. A bereavement center seems like the wrong descriptive as well. - It has no beds and that is surprising to me. I was my understanding that all hospice had bed and
part of what they offered was residential care for the palliative patient that couldn't be cared for as well at home.
- I thought it would be like a hospital. - Hospices are not free there are many beds. - Sounds good. Good for the community. - I was thinking of a residential setting. - Hospice is not only palliative care it include the some complication and critical diseases. It is a
free service and involved so many volunteers. - Most hospices have beds that have patients at end of life, and do exactly what your definition
does. - Not for profit is surprising. - I see a hospice as being a place a person, who is terminal. - It does not. - The description fits my understanding of a hospice. - Not all hospices are free of charge. I did not know that hospices have no beds and I was unsure if
they were free or not. - A lot. - Very, Hospice in Windsor, its residential, staff are unbelievably supportive with client and family
right there. - Free and has no beds! - It differs because I found out what kind of client they will be giving care to. - I assumed the hospice where palliative patients would live at the end of their life. I also assumed
it would cost something for the patient to stay there. - Not much other than that it is free of charge. I did not know this. - This definition differs greatly from my perception of a hospice. I was really surprised that there
are no beds and that it was free of charge. - No change. - I thought hospices were all inpatient services. - I thought hospice was somewhere you lived the final stages of death. - Yes. - I thought people stayed overnight I thought it wasn't free. - I thought the HWR was an institution that cost money to be in. - Not too different, fairly familiar with hospice care.
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- Not really, I only understand the general idea. - This definition differs because my first thoughts of a hospice are a place with beds, and death. - Where terminally ill patients go to die and where their families can receive - I had an idea about what hospice was, I thought that there were some facilities where people pay
extra money and some that are free. 3. Do you have any suggestions for additional services the Hospice of Waterloo Region should offer?
- Residential services - A website, collection of videos and hard copy of stories in binder collected from patients and
families describing very specific personal stories of their experiences during their struggles. "Open mic" storytelling/readings/poetry evenings of patient’s testimonies for others to witness.
- No suggestions, but want to say that it is very hard to order that list as I feel most of the services offered are important. I think there should be more hospice services available and this sounds like a great program.
- In an ideal world where finances were not limited I would suggest public education and professional education.
- Animal therapy. Massage Therapy. Nutritional well prepared meals. Meditation. - A focus on the family as an entire unit, involving the families in all aspects of care while
preparing them for bereavement. - Complementary therapies (music, therapeutic touch, acupuncture). - No. - No. - N/a. - Not sure - No. - I think that it should be a 24 hr care clinic with beds for patients to stay. - More public education and awareness. - Dog Therapy, Music & Art therapy, photographer available, annual open house - None. - None. - N/A. - No. - I am not exactly sure if the Hospice has this program or not but a "do not die alone". Have
volunteers come in and stay with people who do not have family or friends to support them in the dying process.
- More advertisements! I have never heard of this place before and would be interested in helping out.
- Medical staff on hand? Family rooms, beds. - Maybe have puppy days where the facility could have volunteers from local pounds bring in
puppies for the residence to see and admire. - I have no suggestions. This seems like a comprehensive list. - Inpatient beds. - Nope they sound like there are doing a great thing for people. - Not at this time as I am not really familiar with the details of that hospice. - I'm still confused as to why they don't offer a residential care program for people. Do they have
companion visits? Is there anything offered to include visits from animals? Some people find great comfort from and animal especially if they had to find a home for the one they had because they were no longer physically able to. Are there options for the palliative person or their family to take a break from all the medical stuff and just be normal for a bit?
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- Snoezelen cart or mobile cart maybe? - Day away programs for children. - I heard there is one hospice care facility in Cambridge. Need to offer more facilities in
Cambridge. - Education and raising awareness about hospice to the general public. - Physic Therapist for range of motions. Suggest different therapies to ease the pain when
medication is no longer working. My rating may seem odd but counselling for children and teens can be part of support counselling, spiritual counselling optional, don’t understand medical clinic. The one i was at there was a registered nurse 24/7. Go check out the one is Windsor, it’s beautiful, there should be many more like that one.
- Beds. - No. - N/A. - Not that I am aware of.
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Sample Volunteer Survey: 1. Age______________ 2. Gender______________ 3. Ethnicity_____________ 4. Marital Status___________ 5. Occupation________________ 6. How did you find out about this volunteer opportunity? Check all that apply ___ Hospice of Waterloo Region Website ___ Hospice of Waterloo Region Facebook Page ___ Brochure ___ PSA ___ Family member ___ Friend ___ CTV news story ___ Through school If so, which school_____________________________ ___ Other:___________________________________________________________ 7. Which kind of volunteer position do you wish to hold? Check all that apply
___ Special event planning committee volunteers ___ Day of event volunteers ___ Board of directors ___ Committee volunteers ___ Client support volunteers ___ Night sit volunteers ___ Roster volunteers ___ Transportation volunteers ___ Bereavement walking group volunteers ___ Children & teen support group volunteers ___ Phone support volunteers ___ Family volunteers ___ Volunteer shoppers ___ Housekeeping Volunteers ___ Office volunteers ___ Information booth volunteers ___ Mass mailing volunteers ___ Advisory council volunteers ___ Speaker’s Bureau volunteers ___ Day away respite program volunteers ___ Therapeutic touch volunteers ___ Card playing volunteers ___ Guest speaker volunteers
8. What drew you to volunteer with the Hospice of Waterloo Region?
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Competitor Analysis Hospice of Wellington:
- Funding: o Government funding o United Way o Waterloo Wellington Community Care Access Centre o Waterloo Wellington Local Health Integration Network o 44% of annual budget supported by individual community donations o 66% grants
- Services: o 10 bed residence-referral needed o All other programs offered to non -residents as well o Bereavement/grief support o One on one or group programs for support to families and friends o Collaboration with other agencies o Hospitals, physicians, home care agencies etc. o Emotional support
- Strategies: o Website o Events
Salsa Night Hike for hospice
• Over 200 walkers • Raised more than $48,000
Embracing beauty • Salon and dinner fundraiser for hospice
Capital Campaign • Recognizing the communities need for a hospice • In 2008 it raised $2.2 million from donations and $2.6 million from
government which helped build the 1- room residence o Partnerships/sponsorships
Helped increase awareness of events and hospice as a whole. Also supported financially.
United Way Waterloo Wellington Community Care Access Centre Waterloo Wellington Local Health Integration Network
Hope Spring - Funding:
o No government funds o Funding from local companies o Manulife Financial o Delsi and Associates o Bright House Branding Group o Kitchener Rangers o Corporation of the City of Cambridge o The Ontario Trillium Foundation o The Kitchener of Waterloo Communication Foundation
- Services: o Healing journey (coping with cancer stress level 1)
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Informal step by step process to gain skills in coping, relaxation and healing. o Healing journey level 2 o Better Sleep Program
5 week program to teach patients how to relax and decrease insomnia o Fashion Fun o Make-up Magic o Support Groups o Tai Chi o Gentle Yoga o Boutique o Resource Library
- Strategies: o Website
Easy to navigate Outline services
Live chat support for patients to get help from staff Email newsletters to subscribers
- Events o All proceeds go to hospice and help build awareness o Viva Las Vegas: A Night of Hope o Casino games, silent auction, cash bar o Yoga for Hope o Divas by Design
Lisaard House
- Funding: o Government funding
Ontario government provides assistance through the Ministry of Health and Long Term Car
o Community Foundations Cambridge and North Dumfries The Kitchener and Waterloo Community Foundation
o Family/Individual donations Proceeds from companies/ individual events have raised $40,000 to date
o Shoppers Drug Mart- Tree of Life o John Millar- Memorial Golf Tournament o Waterloo Grand River Kinette Club- Scrap booking day and bake sale
- Services: o Nurses and personal support workers care for residents 24 hours a day 7 days a week o A visiting team of palliative care experts visit twice a week and are on call 24/7 o Pharmacy support o Prescriptions and medical supplies for residents o Oxygen suppliers o Music therapy o Hair dressing/ manicure/ pedicure o Social worker o Pastoral care- spiritual advisor
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o Family time - Strategies:
o Website Simpler and easier to navigate Clearer on services provided Gives recognition to those who donate or plan events Easy to find where to donate Third party fundraiser Application to host event on behalf of Lisaard
o Events from sponsors/partners Frito Lay Canada Telus Charitable Giving Program Fairview Mennonite Homes St. Jacobs Lion Lottery
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Appendix B: Integrated Marketing Communications Plan Direct Response Sample Patient Survey 1. Are you the patient, parent/guardian, spouse or child of the patient?
___ Patient ___ Parent/Guardian ___ Spouse ___ Child 2. Age of patient _______________ 3. How did you find out about the Hospice of Waterloo Region? Check all that apply ___ Through a family member ___ Through a friend ___ Through a health professional ___ Through a PSA ___ Through Social Media ___ Through a brochure ___ Through a CTV news story ___ If other please indicate ________________________________ 4. Do you know what kind of services the Hospice of Waterloo Region offers? ___ Yes ___ No 5. Are there any services that the Hospice of Waterloo Region offers that you are looking forward to accessing? ___ Yes ___ No If yes, which one(s)? ______________________________________________________________________________ 6. Are there any services that you wish the Hospice of Waterloo Region offered? ______________________________________________________________________________
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Appendix C: Public Relations Plan Key Public Analysis
SCOPD for Volunteers Situation
- Students could benefit by volunteering to complete volunteer hours at school, practicum and/or to build a resume.
Organization
- This would benefit the organization by allowing for more services and care to bring in more patients.
- Also by bringing in student volunteers it will increase awareness to a different group in the community.
Communication Behaviour
- Potential volunteers can be communicated through; o PSA’s o School volunteer booths to make this public aware of what we offer o By connecting with their professors or head of their department
Demographics
- Targeting students, ages 18 to 30 looking for experience in the healthcare field Personality preference
- Emotional communication approach - Emphasize how much they would be helping people and the community.
- Logical communication approach - Gain experience and complete your practicum SCOPD for Donors Situation
- Donations are supporting a good cause. It is important to effectively communicate and clarify what the hospice does exactly so companies can see what their donations would be contributing to.
Organizations
- Donations allow us to market/advertise more often and more effectively - Help us add more services - Help us keep the center open for more than just one day a week - This will create awareness, bringing in more patients and volunteers - Help expand the company
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Communication behaviour - Website- application for donations or fundraisers - Brochures - PSA’s directed to encouraging donations - Contact local companies to try and get sponsors
Demographics
- Male, income of $55,000-$70,000 with a college or university degree. Married Personality preference
- Emotional communication approach - Sense of responsibility to help the Waterloo Region and those suffering who live here.
- Logical communication approach - show the legitimacy of organization and financials on where exactly their money is going.
SCOPD for Healthcare professionals Situation
- It is important to communicate that the hospice is there to help patients on their journey not just for them to die. Patients can benefit immensely by joining earlier rather than later but they have a negative perspective on the word “Hospice”
Organization
- Partnering with authority figures would bring in more patients. - Bringing in more patients would mean being able to expand the organization. It also shows that
the company is helping the community and awareness is increasing Communication Behaviour
- Ways we communicate with authorities: o Phone o Email o Visit head offices of hospitals and social working services
- Ways they can communicate more effectively to patients: o Hospitals/Social workers can refer patients or recommend they visit o Distribute our brochures at head office o Help us plan or advertise our events to increase awareness. o Use their website to add our Hospice to the many programs they already have on there.
Personality preference
- Logical o Explain what we do o Explain how we help o Explain who we help o Show our history to show our progress o Outline our services to give them a better idea of what we do. o Explain why we would be a good contributor to their services.
- Emotional o Explain the need to help those suffering in the community.
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Public Relations Strategies and Tactics Strategies for Volunteers General PSA
- The Hospice of Waterloo Region is a non-profit organization dedicated to providing care, support and comfort for people with life threatening illnesses. We offer a number of services to our patients and their families, including: driving services, bereavement groups, volunteer visits, and day-away programs. If you or a loved one is seriously ill, the Hospice of Waterloo Region is here to help at any point in your journey. We offer extensive and free volunteer training for anyone looking to help out in the community. If you’re seeking care, or looking to support your community through volunteering or donations we be contacted online or by calling 519-743-4114.
Tactics for Volunteers Contact Information for Health Care Departments in Schools
- Laurier Waterloo: Dr. J. Richard Elliot (Chair, Health Sciences Program) 519 884 0710 ext. 4123 [email protected]
- Conestoga College - University of Waterloo: Paul W. McDonald (Professor and director of public health and health
systems 519 888 4567 ext. 35839, [email protected] Action Strategies for Donors PSA for Donations
- The Hospice of Waterloo Region is a non-profit organization dedicated to providing care, support and comfort for people with life threatening illnesses. Our wide variety of services has been helping members of the community for almost 20 years now. We are currently looking for donations to help expand our organization, increase awareness, and continue our commitment to providing comfort and care to individuals in need. If you are interested in donating to support our patients and their loved ones contact us now through our website: http://www.hospicewaterloo.ca/ or by calling 519-743-4114. To take a look at our facility or to learn more, come visit our head office at 298 Lawrence Avenue, Kitchener.
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Tactics for Medical Community Contact information for Social Workers:
1. Region of Waterloo Social Services: 519-883-2174 or by visiting 99 Regina Street South Waterloo, Ontario N2J 4G6 2. Guelph Community Health Centre: Stone Road Mall (2nd Floor) 435 Stone Road West Guelph, Ont. N1G 2X6 Phone:(519)821-6638 3. Waterloo Wellington Local Health Integrated Network 50 Sportsworld Crossing Road, East Building, Suite 220, Kitchener, Ontario N2P 0A4 Phone: 519-650-4472
Contact information for Hospitals
1. Grand River Hospital 835 King St. West Kitchener, ON N2G 1G3 519-742-3611 2. St Mary’s General Hospital: 911 Queen’s Boulevard Kitchener, Ontario, Canada N2M 1B2 519-744-3311 3. Cambridge Memorial Hospital: 700 Coronation Blvd. Cambridge, Ontario, N1R 3G2 519-621-2330
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Appendix D: Advertising Plan Poster
Where/Who • The poster will be displayed in Wilfrid Laurier University, University of Waterloo, Conestoga College, Trios College and Medix School career services offices
• The poster will be viewed by university and College students, alumni and staff • The poster will be put up in churches and other religious establishments in the
Waterloo Region • The poster will be put in the YMCAs in the Waterloo Region
When • When determined by HWR
What • Poster will be used to promote and display volunteer opportunities • It will provide volunteer positions and contact information for the HWR • Will contain the HWR colours • 11x17 no bleed poster • Will Contain pictures appealing to all different kinds of people
Why • The HWR is currently wanting to attract more student volunteers to balance out the age difference in volunteers
• Volunteering in general looks very good on a resume and the experience would be helpful for students in many fields
• The posters are being used in career centres as schools because that is where many students go when they are seeking volunteer positions
• The poster will be more effective than a brochure in that it will be an easy and quick outlet where students can read about volunteering
PAIBOC Purpose To create a poster that will attract students to volunteer. Audience Students at Conestoga College, Wilfrid Laurier University, and University of
Waterloo.
Information Information about why to volunteer, as well as the different type of volunteers positions that are offered for students.
Benefits To increase the number of student volunteers at the Hospice, also the posters will benefit the students because it will offer them a rewarding volunteer experience.
Opposition Time commitment, fear of the unknown and volunteering with dying people. Context Students are always looking for new volunteer opportunities in order to expand
their work experience, and the HWR needs more student volunteers to broaden their volunteer demographics. Students in the schools will view this, as well as alumni and administrative staff.
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Creative Brief Hospice of Waterloo Region (HWR) Poster 298 Lawrence Avenue, Kitchener, ON 519-743-4114 www.hospicewaterloo.ca MISSION OF HWR: The Hospice of Waterloo Region (HWR) provides the best hospice/palliative support and education to clients, their families, and the broader community. MEETING DATES: Initial Meeting………... November 27th Feedback Meeting……….December 4th Proof Reading………….,.December 5th Final Deadline...…………December 6th PROJECT: Create a poster that will influence students to volunteer with the HWR. This poster will be placed in the career services building of Conestoga College, University of Waterloo, and Wilfred Laurier University PROJECT OBJECTIVES: To generate student interest in HWR volunteer opportunities TARGET AUDIENCE: University and college students in the Kitchener-Waterloo area
Aimed at students who want to put volunteer experience on resumes CONSUMER (USER) BENEFITS: To get volunteer experience at HWR
COMPETITION: Other non-profits looking for student volunteers
DISTRIBUTION: Posters will be put in the career services buildings of post-secondary institutions in the K-W area: Conestoga College, Wilfred Laurier University, and University of Waterloo. As well as other various colleges in the Waterloo Region, churches and YMCAs
CREATIVE CONSIDERATIONS: Logo and branding of the HWR cannot be changed. Keep HWR colours constant throughout the poster (greens, oranges, whites) Poster should be eye catching and appealing to students. Should stand out on a bulletin board Must use the slogan provided
KEY MESSAGES: That the HWR is a viable volunteer opportunity for students
STRATEGIC FOCUS:
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Draw students to volunteer at the HWR Should be eye catching as well as provide all appropriate contact information and services that students can volunteer for
TONE & MANNER: Must be appealing to students to volunteer at the HWR Should demonstrate that the HWR is a place students can get volunteer experience for their resumes. PROJECT MENDATES/LIFE SPAN: Must be able to maintain a space in the career services building for one year APPROVAL PROCESS: Concept Reviews: graphic design team presents initial concepts which will be given feedback and suggestions Proof Reading: any changes and suggestions should be implemented Final Designs: graphic design team will present final brochure work. One will be selected to be sent to the printer. TIMELINE: Phase 1 – Project Brief
November 27th, 2012 at 12:00pm Questions for clients/reading of brief Phase 2 – Client Feedback December 4th, 2012 at 12:00pm Presentation of initial concept Phase 3 – Proof Reading
December 5th, 2012 at 1:00pm Proof Reading of brochures Phase 4 – Final Deadline
December 6th, 2012 at 9:00am Revises concepts for review and selection DELIVERY INSTUCTIONS: Electronic files that will be saved onto a memory card that is formatted to be sent to printers. REFERENCE: Link to HWR webpage: www.hospicewaterloo.ca Previous HWR brochures provided KEY CONTACTS: Client Contact: Judy Nairn – Executive Director www.hospicewaterloo.ca 519-743-4114 ext. 111 ______________________________________ Design Contact: Kathleen MacDonald [email protected] 226-388-3754
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Public Transit Advertisement
Where/Who • The Public Transit Ad will be on 25 buses within the Waterloo Region on the inside of the bus
• People of all ages ride the bus and will be seeing the ad
When • August to December 2013
What • The public transit ad will be used to promote the HWR, briefly what is offers and what is it looking for
o The HWR offers many services for people of all ages suffering from a life threatening illness
o The HWR is constantly seeking volunteers and donations o Contact information
• Ad will contain three pictures, the HWR logo/symbol and two pictures of people of various ages and ethnicities
Why • The HWR needs and is seeking more general public awareness. Many people use public transit every day and will come across this advertisement. It may get them thinking and help them remember even the name of the organization which is a step in the right direction to gaining public awareness
PAIBOC Purpose • To raise awareness on HWR and its need for donations and volunteers
Audience • People who use the Grand River Transit (GRT)
Information • Short message asking for volunteers and donations for the HWR • Includes the volunteer quote
Benefits • Raises awareness to the students who take the bus (volunteers) • Raises awareness for the adults/elderly who take the bus (donations)
Objections • blocked view • Some people may not look at transport ads
Context • Public Transit Ad to be displayed on the inside of the bus
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Creative Brief Hospice of Waterloo Region (HWR) Transit Advertising 298 Lawrence Avenue, Kitchener, ON 519-743-4114 www.hospicewaterloo.ca MISSION OF HWR: The Hospice of Waterloo Region (HWR) provides the best hospice/palliative support and education to clients, their families, and the broader community. MEETING DATES: Initial Meeting………... November 27th Feedback Meeting……….December 4th Proof Reading………….,.December 5th Final Deadline...…………December 6th PROJECT: Create a transit at that will be placed in 20 buses on the Grand River Transit routes. PROJECT OBJECTIVES: To generate brand awareness for donations and volunteers for the HWR TARGET AUDIENCE: People who use the GRT to travel throughout the Waterloo region Students travelling to post-secondary institutions for volunteering Adults travelling throughout K-W for donations
CONSUMER (USER) BENEFITS: To raise overall awareness on HWR for volunteering and donations
COMPETITION: Other companies who advertise in the GRT buses (schools, medical centers, etc.) whose ads may overpower HWR transit ads.
DISTRIBUTION: Ads will be placed inside buses.
CREATIVE CONSIDERATIONS: Logo and branding of the HWR cannot be changed. Keep HWR colours constant throughout the poster (greens, oranges, whites) Advertisements should be eye catching and appealing to students. Should stand out on a bulletin board
KEY MESSAGES: That the HWR is an organization that is a viable place to volunteer at and donate to
STRATEGIC FOCUS: Should be eye catching as well as provide all appropriate contact information
TONE & MANNER: Must be appealing to all demographics travelling on the GRT buses
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Must be evoke emotion in the viewer persuading them to volunteer at and/or donate to the HWR PROJECT MENDATES/LIFE SPAN: Must be able to maintain a space in the bus building for one year APPROVAL PROCESS: Concept Reviews: graphic design team presents initial concepts which will be given feedback and suggestions Proof Reading: any changes and suggestions should be implemented Final Designs: graphic design team will present final brochure work. One will be selected to be sent to the printer. TIMELINE: Phase 1 – Project Brief November 27th, 2012 at 12:00pm Questions for clients/reading of brief Phase 2 – Client Feedback December 4th, 2012 at 12:00pm Presentation of initial concept Phase 3 – Proof Reading
December 5th, 2012 at 1:00pm Proof Reading of brochures Phase 4 – Final Deadline
December 6th, 2012 at 9:00am Revises concepts for review and selection DELIVERY INSTUCTIONS:
Electronic files that will be saved onto a memory card that is formatted to be sent to printers Must be easily comfortable to a transit ad REFERENCE: Link to HWR webpage: www.hospicewaterloo.ca Previous HWR brochures provided KEY CONTACTS: Client Contact: Judy Nairn – Executive Director www.hospicewaterloo.ca 519-743-4114 ext. 111 ______________________________________ Design Contact: Kathleen MacDonald [email protected] 226-388-3754
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Non-advertising and Creative Media Options Public Relations: Brochure (general audience and information)
Where/Who • Brochure will be distributed through direct mail to areas of Waterloo region where the donation brochure and form have been sent in the past***
• These areas will include people who are 40 years of age and older, who can potentially bring the HWR to the attention of their parents*** people with money, largest group of people with terminal illness
When • May 2013
What • Brochure will be used to promote the HWR as a whole as well as highlight some of the services offered
• This brochure will provide contact information • use emotional appeal and factual appeal
Why • The HWR needs to bring more awareness to the Waterloo Region community as a whole in order to better serve it, attract more donations and volunteers
PAIBOC Purpose
• To create a copy for a brochure in order to spread awareness to the general public about the Hospice of Waterloo Region (HWR)
• An increase in awareness will result in a return of investment as illustrated by an increase of volunteers, donations, and patients
• To de-stigmatize the image of hospices and create a positive public profile for HWR
Audience
• The audience is directed towards the general public: • Informed individuals who may have personal experience dealing with the Hospice
of Waterloo Region • Uninformed individuals who may not have personal experience dealing with the
Hospice of Waterloo Region
Information
• Information about the philosophy of the Hospice of Waterloo Region • Bereavement support groups for patients/ families/ friends • Volunteer visiting groups • Day Away program • Hair salon • Library and resource center • Driving services
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• Ways to volunteer
Benefits
• Spread awareness for the organization throughout the Region of Waterloo • Help display how the Hospice is a non-residential support center • Increase number of volunteers, as well as donations • Insight on the benefits volunteers receive, including: training, personal fulfilment,
confidence, etc.
Objections
• Similar organizations (Hope Springs/ Cancer Society) may object to the spread of information about HWR
Context
• The Waterloo Region is predominately uninformed about the services Hospice of Waterloo Region offers to patients, families, friends, and volunteers. The Hospice is incorrectly labelled by the public as being a residence for people with only days left to live. This brochure will assist in spreading awareness for the Hospice’s services positively
• The brochure will assist in solidifying the public profile for the organization, so that Hospice of Waterloo Region can be viewed as a center that cares for the whole person, as opposed to simply caring for the illness
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Project: Design a brochure for the non-residential Hospice of Waterloo Region (HWR).
Project Objective: Design a brochure for the Hospice of Waterloo Region that provides general information about the organization.
The design will be used to promote the HWR and build the reputation of the organization in the K-W region.
The brochure will be used as a piece of advertising to help spread awareness of the multiple services the HWR provides to clients and families.
Target Audience:
The client has specified that this brochure be made for the general public, and therefore the demographics for this brochure are broad.
The audience is mostly uninformed about the unique services HWR provides. Hospices are stigmatized to this audience, since this audience is largely unaware of the services Hospice provides and therefore closely regards it with death, dying, and unhappiness.
The brochure will also be a source of information about volunteer services, and will
also celebrate the efforts of volunteers and donors.
User Benefits:
Understanding HWR’s uniqueness will help individuals realize the organization’s potential as a support center for patients, as well as for family and friends.
Realizing the true nature of the support center will allow individuals with family members or friends with life-threatening illnesses find peace in Hospice/ Palliative Care centers.
Competition:
HWR is the only hospice that focuses on the philosophy of care and caring for the whole body (emotionally and physically) in the K-W region.
HWR competes with organizations for donations with the following Cancer care centers: Lisaard House (Cambridge), Hope Springs (Kitchener), Freeport (Kitchener-Cambridge).
Distribution:
Brochures will be distributed through mail, as well as PSW support staff, and on-call nurses. Brochures will be available in hospitals, community centers, and also will be available at HWR.
Creative Considerations:
Hospice of Waterloo Region’s logo must remain the same, and must be displayed on the brochure.
Brochure will have a consistent look and design that will represent the organization’s colours effectively.
The colours are soft variations of green (olive), yellow (mustard), and white.
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The text should be limited – however the information should be easily accessible. Although the information is crucial, the text will not be as important as the sentiment/ heart/ emotion of the brochure. HWR is an organization based upon fundamental compassion, and the brochure must illustrate this feeling.
Volunteer testaments will be provided in the copy, and are to be included to display the positive HWR environment.
Key Messages:
Supportive, compassionate, caring, influential, quality, palliative care, rewarding, trust-worthy, empathetic.
Eliminate the negative connotations regarding the popular image of hospices. The definition of hospice is: A program that provides palliative care and attends to the emotional and spiritual needs of terminally ill patients. HWR is non-residential, and therefore is a facility that provides care and support for terminally-ill individuals and their families.
Strategic Focus:
Draw attention to HWR in order to build a positive public profile.
A positive profile will result in the return of investment in increased volunteer support, external donations, and more clients.
Tone and Manner:
Clean, light, compassionate, informative.
Approval Process:
Design for brochure to be approved by HWR executive director on December 12, 2012.
Timelines:
Phase 1: Project Brief, November 14 Project Refinement, November 21
Phase 2: Creative brief meeting with graphic designer, November 27 Follow up, December 4
Phase 3: Selection of IMC suggestions, December 12
Delivery Instructions
Submit electronically to design department/ IMC professional via email.
Reference:
HWR Website (out-of-date): www.hospicewaterloo.ca
“Not to be Forgotten: Care of Vulnerable Canadians” (Parliamentary Committee on Palliative and Compassionate Care) http://pcpcc-cpspsc.com/wp-content/uploads/2011/11/ReportEN.pdf
Key Contacts:
Client Contact: Judy Nairn Executive Director [email protected]
Design Department: Katerina Kotsopoulos IMC Professional [email protected]
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Brochure (for patients, at medical facilities)
Where/Who • Brochure will be distributed in medical centers - specialist for life threatening illnesses (cancer, diseases, etc.), family doctors, etc.
• Also could be a tool used by family doctors/specialists to help tell patients about the services offered by the HWR so patients can understand what the HWR does.
When • March 2013
What • Brochure will be used to promote the Stork Family Palliative Care medical center in the HWR as well as briefly touch on some of the services offered.
Why • The medical center is not a service that is really known within the community and the brochure will raise awareness on the facility and help further the communities awareness of the hospice.
PAIBOC
PURPOSE · To show that the HWR is a valuable medical facility for people diagnosed with a life-threatening illness as well as a facility for support services.
AUDIENCE · Medical professionals to distribute the information/brochure · Patients at medical facilities to see the services that will be provided by the HWR (both medical and emotional)
INFORMATION · Information about the medical facility at the HWR and about the two doctors and three nurses that are on site. · Information about the support services offered by the HWR including: sand tray therapy, spiritual services, driving services, hair salon, home visit volunteers
BENEFITS · Promotes the medical center: “Stork Family Palliative Care Clinic” that is part of the HWR · Gets more patients diagnosed with life threatening illnesses to seek their care at the HWR · Help raise community awareness for the HWR as a whole
OBJECTIONS · Specialist doctors that do not want their patients to use the medical facility because it takes away from their practices · People who do not believe in what the HWR has to offer (people who see hospices as giving up)
CONTEXT The Stork Family Palliative Care Clinic is located within the Hospice Family Center on Lawrence Avenue in Kitchener, offers access to palliative physicians and nurses for assessment and pain & symptom management (by appointment only) – Taken from “Completing the Circle of Care” brochure · Because not the Waterloo Region is not completely informed about the HWR services they do not realize that care can be offered on site. This service is
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available to all patients who have been diagnosed with a life threatening illness; allows the patient to have medical attention on the same site as the offered support services to make coping with their illness as easy and comfortable as possible.
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Hospice of Waterloo Region (HWR) Medical Brochure 298 Lawrence Avenue, Kitchener, ON 519-743-4114 MISSION OF HWR: The Hospice of Waterloo Region (HWR) provides the best hospice/palliative support and education to clients, their families, and the broader community. MEETING DATES: Initial Meeting………... November 27th Feedback Meeting……….December 4th Proof Reading………….,.December 5th Final Deadline...…………December 6th PROJECT: Create a brochure that will promote the Stork Family Palliative Care Clinic which will help promote the HWR. Brochure will briefly describe other services. PROJECT OBJECTIVES: Inform the public that the HWR has an onsite medical facility that can provide all care to patients with life threatening illnesses.
Educate the public on related services offered by the HWR.
Brochure will be used to raise brand awareness. TARGET AUDIENCE: Medical professionals: doctors, nurses, specialists, etc. Patients who have been diagnosed with a life threatening illness
CONSUMER (USER) BENEFITS: Understand the services and care that can be provided by the HWR
COMPETITION: Competition includes other hospices (Lisaard House, Hope Springs, Guelph Hospice), and hospitals and specialists who provide similar palliative care
DISTRIBUTION: Will be distributed at medical facilities (hospitals and doctors’ offices) May also be handed out by medical professionals to specific patients CREATIVE CONSIDERATIONS: Logo and branding of the HWR cannot be changed. Keep HWR colours constant throughout the brochure (greens, oranges, whites) The report must reflect the overall message of compassion and care Emphasis the Stork Family Palliative Care Clinic as well as some of the services offered by the HWR
KEY MESSAGES: That the Clinic is a medical center that is there to provide care to all patients with life threatening diseases. Emphasis that there are two doctors as well as nurses on staff to provide care.
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That the HWR is there to provide support in many different ways to its patients
STRATEGIC FOCUS: Draw attention to the HWR value to patients and show the commitment the HWR has to helping Explain the clinic as well as related services to help support and care for patients Brochure should be appealing to the eye as well as informative
TONE & MANNER: Must reflect the HWR messages of compassion, care, and comfort as well as be informative and reputable APPROVAL PROCESS: Concept Reviews: graphic design team presents initial concepts which will be given feedback and suggestions Proof Reading: any changes and suggestions should be implemented Final Designs: graphic design team will present final brochure work. One will be selected to be sent to the printer. TIMELINE: Phase 1 – Project Brief November 27th, 2012 at 12:00pm Questions for clients/reading of brief Phase 2 – Client Feedback
December 4th, 2012 at 12:00pm Presentation of initial concept Phase 3 – Proof Reading
December 5th, 2012 at 1:00pm Proof Reading of brochures Phase 4 – Final Deadline
December 6th, 2012 at 9:00am Revises concepts for review and selection DELIVERY INSTUCTIONS: Electronic files that will be saved onto a memory card that is formatted to be sent to printers. REFERENCE: Link to HWR webpage: www.hospicewaterloo.ca Previous HWR brochures provided KEY CONTACTS: Client Contact: Judy Nairn – Executive Director www.hospicewaterloo.ca 519-743-4114 ext. 111 ______________________________________ Design Contact: Kathleen MacDonald [email protected] 226-388-3754
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Media Plan Waterloo Region Volunteer Demographics Chart Age Total Male Female 18 6,320 3,250 3,070 19 6,955 3,565 3,390 20-24 35,455 18,175 17,280 25-29 34,205 17,135 17,075 Waterloo Region Donor Demographics Chart Age Total Male Female 35-39 32,610 16,425 16,810 40-44 34,995 17,295 17,700 45-49 38,375 18,975 19,395 50-54 35,310 17,350 17,955 55-59 29,880 14,570 15,310 Source: Statistics Canada 2011 http://www12.statcan.ca/census-recensement/2011/dp-pd/prof/details/page.cfm?Lang=E&Geo1=CMA&Code1=541&Geo2=PR&Code2=35&Data=Count&SearchText=kitchener&SearchType=Begins&SearchPR=01&B1=All&Custom=&TABID=1
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Media Strategy Task Name Duration Start Finish Cost Website update
23 days Mon 12/10/12
Wed 1/9/13
$0.00
Facebook updates
284 days
Mon 12/10/12
Thu 1/9/14
$0.00
Printing Poster (300 copies of 1 version)
7 days Tue 1/1/13
Wed 1/9/13
$195.00
Creation of HWR Blog
35 days Sun 12/16/12
Thu 1/31/13
$0.00
Poster distribution
4 days Wed 1/9/13
Mon 1/14/13
$0.00
Displaying Posters
175 days
Mon 1/14/13
Fri 9/13/13
$0.00
Printing Brochures: 4,000 copies of 2 versions (+additional 2000 copies)
16 days Thu 1/10/13
Thu 1/31/13
$2,186.00
Brochures (Postage and mailing )
11 days Fri 2/1/13
Fri 2/15/13
$400.00
Displaying Medical Brochure
239 days
Fri 2/1/13
Wed 1/1/14
$0.00
Displaying General Brochure
86 days Fri 2/1/13
Fri 5/31/13
$0.00
PSA (general information on 106.7 KIX FM)
30 days Tue 3/5/13
Mon 4/15/13
$0.00
PSA (general information on 96.7 CHYM FM)
30 days Wed 3/13/13
Tue 4/23/13
$0.00
PSA (general information on 570 NEWS)
30 days Fri 3/15/13
Thu 4/25/13
$0.00
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1 News story with CTV
1 day Fri 3/1/13
Fri 3/1/13
$0.00
PSA (encouraging donations on 570 NEWS)
30 days Sat 4/20/13
Thu 5/30/13
$0.00
Transit Advertisement (30 copies)
7 days Sun 7/21/13
Sun 7/28/13
$600.00
Displaying GRT advertising (25 buses)
88 days Thu 8/1/13
Sat 11/30/13
$3,000.00
TOTAL $6,186.00
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Budget January - August 2013
Month Amount What money is being spent on
January $2,360 - Printing 4000 General Awareness Brochures and 2000 Medical Brochures ($2,165)
- Printing of 300 Volunteer Posters ($195) - Printing done by Cober Evolving Solutions (519-745-7136).
February $400 - Postage and Direct Mailing of General Awareness Brochures
July $600 - Printing Transit Ads - Transit ads prepared by Signs by Jukes (519-743-2659)
August $3,000 - Transit advertising (25 Grand River Transit buses)
Total $6,360
Expenses By Month:
Six months pie chart
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Transit Advertising Cost on Grand River Transit Lines