partnering with your marketing department to …...partnering with your marketing department to...
TRANSCRIPT
Partnering with Your Marketing Department to Promote and Recruit Volunteers
Introduction
• Jill M. Corrales, Volunteer Services Manager, Scripps Memorial Hospital La Jolla
• Lisa Ohmstede, APR, Public Relations Manager, Scripps Health, San Diego, California
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Four (4) hospitals on five (5) campuses
Hospital Locations
Four Hospitals Five Hospital Campuses
26 Outpatient Centers
Scripps Today …
Two of San Diego’s five adult trauma centers. 26 outpatient centers. 1,411 total licensed acute care beds. 157 medical residents and fellows. 2.3 million patient visits annually. 14,000+ employees and 2,600 physicians. 1,500 volunteers!
By the Numbers
Scripps Awards of Excellence
Scripps Volunteer Program
Your Volunteer Program Today
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Impact of Health Care Reform
• Recruit more volunteers
• Increase in volunteer roles
• Less resources
• Competitive environment
• Patient-centered healthcare
Benefits of Marketing
Why do you want to market your program?
• Recruit more volunteers
• Promote your program to the community
• Promote your program to your hospital
• Spotlight special programs and volunteers.
• Recognition and appreciation
Benefits of Marketing
Why does the MarCom Department want to market your program?
• Community interest stories
• Hospital exposure
• Maintain consistency & branding
Benefits of Marketing
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Partnering with MarCom
Who are they?
• Marketing
• Public Relations / Media Relations
• Community Relations
• Corporate Communications / Internal Communications
• Web
• Social Media
The reality of the MarCom staff
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Partnering with MarCom
Schedule a Meeting & Come Prepared
• Perform a communications audit
• Year calendar highlighting specific programs
• Discuss selling points about your volunteer program (pet therapy, junior volunteers, etc.)
• Explain how volunteers can support voter advocacy
• Demonstrate the financial value of volunteers
• Highlight specific volunteers who have a special story
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Partnering with MarCom
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Overview
•Marketing
•Public Relations
•Internal Communications
•Web / Social Media
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Marketing Materials Brochures
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Marketing Materials
Advertisements
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Marketing Materials • Information Tables
• Banners
• Promotional items
• Mailings
Public Relations
•Press releases
•Calendar items
•Media advisories
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Public Relations
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Marketing Communications
Internal Communications • Newsletters
‾ Staff ‾ Volunteers ‾ Physicians
• Emails
• Intranet
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Web / Social Media Hospital Website
Community Relations
Community Outreach • Invite the community to your hospital events:
- Sculpture Park tours - Garden Tours - Knitting & Rosary Making classes - Open Houses & Information tables
• Attend community fairs to promote your volunteer program. Community Partnerships • American Red Cross • Meals on Wheels • Boy Scout of America Exploring Post • Employment and community options • La Jolla Historical Society
Community Relations
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Internal Promotion
• Newsletter
• Festivities
• Contests
• Photo Frame
• Seasonal Themes
Internal Promotion
• Special Recognition
Internal Communications
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Invitations & Flyers
In Closing
“Volunteers may not work for money, but they don’t work for free.”
– Susan Vandendriesse
Additional Resources
•Ragan Communications – ragan.com
•Society for Healthcare Strategy & Market Development -- shsmd.org
•Public Relations Society of America – prsa.org
•International Association of Business Communication – iabc.com
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A Day in the Life of a Scripps Volunteer
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Questions?
Jill Corrales [email protected] 858-626-6870 Lisa Ohmstede [email protected] 858-626-7142 THANK YOU!