Verve Planbook Final

Mo CAN
MISSOURI COUNCIL FOR ACTIVITY AND NUTRITION
a verve production
VE
Confidentiality Statement
This document was produced by AdZou at the Missouri School of
Journalism. The contents are the property of Missouri Council for Activity
and Nutrition (MoCAN). All information is confidential and proprietary
and shall not be modified, reproduced, distributed or used for any purpose
without prior written consent of Missouri Council for Activity and
Nutrition (MoCAN). Team VERVE; April 24, 2015.
E
V
R
TABLE OF CONTENTS
EXECUTIVE SUMMARY
members-only website
RESEARCH
member video
10
how-to guides
84
swot 22
linkedin
86
primary research
28
media calendar
48
budget
situation analysis

STRATEGY
78
82
88

APPENDIX
90
92
target profile
50
insights
52
research plan
94
big idea
56
creative brief
108
visual identity
58
press release
109
endnotes
110
TACTICS
overview
60
62
biweekly newsletter
64
quarterly meetings
68
summit
72
website refresh
acknowledgments
114
meet the team
115
74
5
EXECUTIVE SUMMARY
At the start of this campaign, MoCAN
leadership presented us with two challenges:
improving internal communication
strategies and recruiting new individual and
organization members. Our AdZou team,
Team Verve, began the campaign process
by delving into answering the seemingly
simple question, Who is MoCAN? From
the beginning we saw an opportunity to
revive MoCANs image through fresh
communications and an increased focus on
the values of membership. With this initial
understanding and these ideas in mind, we
began the campaign journey.
Next, we took a step back from MoCAN
and explored some best industry practices
when it comes to organizational and
corporate communications. As we began
this situation analysis research, we kept
in mind a few keys to any organizational
success: creating value for members and
communicating that value to members
and non-members alike.Through the
process, we aimed to discover some ways
organizations and businesses created and
communicated value to people in efficient

and effective ways.
20 responses from healthcare professionals

involved in organizations similar to MoCAN.
We took a deeper look into MoCANs past

and present status in the SWOT (strengths,
weaknesses, opportunities and threats). We
examined MoCANs current communication
methods, explored the resources available on
its website and read up on its initiatives. This
research also revealed some discoveries about
the members who make up MoCAN; they
are passionate about health and community
volunteerism, and many participate in
MoCAN on top of balancing professional
and personal lives.
From this primary research, a clearer

vision of our target audience took shape. We
named our target the Active Advocators,
and determined that they come from all
across Missouri, work in a variety of health
fields, and are passionate about public health.
Since the Active Advocators devote their
time and energy to MoCAN on a volunteer
basis, they face some time and involvement
limitations. As we developed our campaign,
we aimed to offer improvements and propose
solutions that would create additional value
for these MoCAN members in the most time
efficient and effective way.
Since members are the backbone of

MoCAN, we went straight to the source for
our primary research. We gained insight
on members opinions about the MoCAN
member experience through 60 online survey
responses and five in-depth phone interviews,
all from current MoCAN members. We also
conducted a non-member survey to broaden
our understanding of effective organizational
practices in general. This survey resulted in
Our campaign focuses on improving three

key organizational areas: communication,
collaboration and recruitment. Each campaign
tactic we will present relates back to one of
these three areas, keeping in mind industry
recommendations and member insights.
We see many exciting opportunities to
revive MoCANs membership and inspire
potential members through improved
communication, collaboration and
recruitment efforts. Thanks for reading!
This research phase led to our big idea,

and that is: Mo CAN together. Essentially,
we want this campaign to bring MoCAN
together at its core. Thats why we have
focused our strategy on making MoCAN
organization and leadership as effective as
possible to better serve its members, who in
turn will better serve their communities.
MoCAN fosters
and supports
healthy eating
and active
living through
measurable
changes in
communities.
RESEARCH
SITUATION ANALYSIS
WHO IS MoCAN?
The Missouri Council for Activity and
Nutrition (MoCAN) is a nonprofit organization
that focuses on health education and policy
promotion to improve public health in
communities across Missouri. MoCAN is
comprised of volunteer representatives from
more than 80 local and statewide organizations
who work together to create and implement
initiatives that promote nutrition and physical
activity in communities. MoCAN fosters
and supports healthy eating and active living
through measurable changes in communities.
CHALLENGES MoCAN FACES

WITH IMPROVING HEALTH IN
MISSOURI
The need for a public health organization
like MoCAN is especially prevalent in
Missouri, which consistently ranks low in
national public health ratings.
One of the biggest challenges to MoCAN
is that Missouri ranks 45th in the U.S. when
it comes to providing public health funding
10
for its state. In 2014, average state funding for

public health was $44.74 per person. Thats
compared to the national average of $90 per
person spent on public health funding
double the amount Missouri spends.1
The report, Investing in Americas
Health from the nonprofit organization
Trust for Americas Health, takes a stateby-state look at public health funding and
analyzes the roles of federal versus state and
local funding.
The report argues that there is little
strategic rationale for the way public health
is funded in America at the federal level;
this is due to the diverse capabilities and
priorities of each states communities when
it comes to public health funding. For this
reason, local and state public funding has
more opportunity than federal funding
does to make more effective impact on its
communities, since its dollars are better
allocated to solving the most crucial issues.
This research emphasizes how crucial local
public health groups, such as MoCAN, are in
directly affecting the pressing health issues of

their own state.
Some of these pressing health issues in
Missouri that MoCAN addresses include
obesity, heart disease, smoking and lack of
physical activity.2
Obesity rates are steadily increasing in
Missouri. According to the Centers for
Disease Control and Prevention, 26.9 percent
of Missouris adult population was obese in
2005, and that percentage increased to 31.4
percent by the end of 2010.3 Today, Missouri
is the 16th most obese state in the country
when it comes to adult obesity. The most
current obesity report from Americas Health
Rankings states that 30.4 percent of Missouri
adults were considered obese in 2014.
For comparison, the three states with the
lowest levels of adult obesity are Colorado
(21.3 percent), Hawaii (21.8 percent) and
Massachusetts (23.6 percent). The three
states with the highest levels of adult obesity
are Mississippi and West Virginia (both 35.1
percent) and Arkansas (34.6 percent).4
One of MoCANs main goals is to

decrease obesity among children. In a
research study of children from low-income
Missouri families, 12.9 percent of children
ages 2 to 4 were obese, making Missouri
the 10th most obese state out of 41 states
surveyed. In the 10- to 17-year-old range of
that same report, 13.5 percent were obese,
ranking Missouri the 15th most obese state
in that category. According to an article from
the CDC, the main environmental factors
that contribute to childhood obesity include:

Sugary drinks and less healthy foods in

schools
Advertising of less healthy foods
Limited access to healthy affordable foods
Lack of daily, quality physical activity in
schools
Lack of safe and appealing places to be
active in many communities5
MoCAN has worked to directly combat

these issues through resources and programs it
has put in place in schools and communities,
which are detailed in a later section.
11
Today, Missouri
is the 16th most
obese state in
the country.
Another prevalent health issue is smoking.

Missouri has the ninth highest rate of smoking
out of the 50 states, with 22.1 percent of
adults reporting that they smoke regularly.6
These unhealthy lifestyle habits in
Missourians often lead to the most common
cause of death in America: heart disease.
The CDC states that heart disease is often
caused by correctable lifestyle problems, such
as unhealthy diet, lack of exercise, being
overweight and smoking basically, the
health habits that MoCAN strives to improve
among Missourians. Nationally, Missouri
is the 19th worst state in heart disease
diagnosis, with 4.6 percent of adults having
been told by a professional that they have
angina or coronary heart disease, compared
to a 4.1 percent national average.7
The scope of these unhealthy lifestyle
habits, coupled with Missouris relative lack
of state funding, make MoCANs work extra
challenging and crucial.
12
KEY TAKEAWAYS
Missouri consistently ranks
poorly in national public
health ratings, yet as a state
receives about half the
public health funding dollars
than the national average.
That means MoCAN has its
work cut out for it.
MEMBERS
The MoCAN members working to

improve Missouris state of health come from
approximately 81 organizations in a variety
of health sectors. The individuals from these
organizations are professionals at their day jobs
who contribute to MoCAN on a volunteer basis.
They cover a wide age range from 22 to 65, with
most members between 40 and 55. Additionally,
MoCAN participants are primarily female.
These health professionals share a
motivation for volunteerism when it comes
to community health. An article titled Why
People Volunteer states that the most
compelling reason why people volunteer is
because they have a passion for the cause, and
therefore find value in their volunteer actions.8
This information provides a unique challenge
and opportunity to MoCAN. Members are
balancing professional careers with personal
lives and contribute to MoCAN on a volunteer
basis in their spare time. Thus there are definite
time and commitment constraints facing
them. However, since MoCAN members are
passionate about public health and volunteerism,

they are more likely to want to make effective
change if given the opportunity. Thats where
MoCAN comes in to provide this opportunity.
Given the time constraints of involvement,
MoCANs leadership and organization must
be as effective and efficient as possible. Three
main areas that contribute to MoCANs
organizational effectiveness are communication,
collaboration and recruitment. By improving
these aspects at the core level, MoCAN will
better serve its members, who in turn will better
serve their communities.
KEY TAKEAWAYS
Members are educated
and passionate about the
cause, but also limited on
the time and energy they
can commit to MoCAN.
13
COMMUNICATION
A Forbes study asked

respondents why they
prefer in-person meetings.13
The top responses:
85 PERCENT
Stronger, more meaningful

business relationships
77 PERCENT
Ability to read body

language, facial expressions
75 PERCENT
More social interaction

and bonding
49 PERCENT
More strategic thinking
Communication is key in ensuring

MoCAN members are informed, connected
and motivated. Implementing effective
communication methods make companies and
organizations 4.5 times more likely to have
engaged employees and 20 percent more likely
to have less turnover, according to data cited by
Weekdone.9 The following section will highlight
communications tactics that work well from an
industry standpoint.
MoCANs current communications aim to
serve three main functions: keeping members
updated on events; informing members on
industry news; and showcasing accomplishments
and value to members and externally to
communities and potential members.
Communicating with members about
MoCAN news and events is perhaps the most
crucial function for the organizations success. If
done successfully, it will help members understand
their role in the organization. According
to the article 10 ways to improve internal
communications, only 23 percent of employees
14
(in this case, members) will work for success if

they dont understand their overall role, while
91 percent will work for success when they do
understand their overall role.10
One way MoCAN identifies the role of its
members is through a biweekly newsletter that lists
upcoming events such as meetings and conference
calls, current initiatives and also industry articles
of interest. According to MailChimps blog,
nonprofit newsletters can be especially effective
because they are ripe for inspiration.11 MoCAN
should continue to use its newsletter as a space to
reinforce the role and duties of members, as well
as motivate them to participate.
Despite the rise of social media, email still
dominates for sharing communication among
online adults of all ages, according to the article
10 e-Newsletter Best Practices for Nonprofits.12
The same article cites that e-newsletter growth
in the nonprofit sector grew 14 percent in
2013, especially for small nonprofits. Further,
66 percent of emails are now opened on a
smartphone or tablet.
MoCANs quarterly meetings are the

opportunity for all members to meet and
work face to face. These meetings are held
at Bradford Farms in Columbia from 8:30
a.m. to 3 p.m. Although in-person meetings
can pose constraints for a diverse, statewide
organization, having face-to-face interactions
among members is crucial.
Since face-to-face interactions are crucial
for supporting teamwork and stronger
member-organization relationships, MoCAN
must strive to get close to full member
presence at these meetings, despite location
constraints. Product Marketing Specialist
Ryan Anderson writes in a blog post,

meeting agendas are a critical component
to an effective meeting. 14 He shares the
four key components to creating an
effective meeting agenda below.
The second function of MoCANs
communication efforts is to inform members
on industry news. Since MoCAN members
come from various health sectors, a diverse
distribution of news will help inform
members of news in fields outside their own.
By providing this news clearly and effectively,
MoCAN is providing value to its members,
who are passionate about public health.
COMPONENTS OF AN EFFECTIVE MEETING AGENDA via Ryan Anderson, Product Marketing Specialist
Clear
meeting goal
Concise
meeting topics
Proper estimate
of time needed
15
Agenda
distributed one
day ahead
A comparable organization, Missouri

Foundation for Health, prominently displays
this news on its website. 15 MFFH has a
News Feed tab that displays the most
recent, relevant headlines in the health
industry. A feature like this has the potential
to drive traffic and spur interaction with the
site from members.
Missouri
Foundation
for Health
homepage
The third function of communication

is conveying MoCANs value and recent
noteworthy initiatives to members and
the communities they serve, as well as for
potential members.
MoCANs site does contain thorough and

updated information on its initiatives, this
information can be difficult to find. The
following paragraphs contain industry
advice on how to improve website usability.
The foremost opportunity to showcase

MoCANs success is its website. While
Jakob Nielsen estimates that web users

spend 80 percent of their time looking at
information above the page fold, and they
only focus 20 percent of their attention
to content below the fold. 16 Therefore,
websites should feature their most important
information, or the navigation that leads to
that important information, above the fold if
they want to gain the most access from site
visitors. For any organization to effectively
convey their worth through their website,
that information should be highly visible.
MFFH organizes its site by three
prominent pathways, which are listed at the
top of the website to catch the readers eye.
One pathway is titled Impact: our successes
and continuing efforts. When users scroll
over this pathway, they have a dropdown
list of options including: News Feed; Our
16
Impact; and Ongoing Funding. These pages

that best communicate the organizations
value are also some of the first pages that
draw the readers eye. And once clicked on,
each link opens up into its own page with
HTML text for easiest readability. Not only
is communication of values thorough, it is
one of the main site aspects that draw the
visitors eye.
The Missouri Public Health Association
is another comparable organization that
clearly identifies value on the site. 17 The site
has a Membership Page tab on the top
navigation bar, so above the fold and one
of the first things visitors will spot. When
clicked on, that Membership page details
an extensive list of benefits for its members.
Organizations cannot always rely on
membership value to be implied, especially
for potential members.
17
The foremost
opportunity
to showcase
MoCANs success
is its website.
In addition to prominent placement of

key information, websites should consider
the accessibility of that information.
For example, Nielsen also suggests that
while PDFs work for distributing documents
that should be printed, they do not lend well
to readership. 18 PDFs require an extra step
for visitors to read the content, and if they
do open the PDF, it does not provide as easy
a reader experience as plain text. 18
KEY TAKEAWAYS
Newsletters are a great way to
inform and inspire organization
members.
Email communication is still king.
Websites are often an
organizations most effective tool
to communicate value to the
public and to members.
Mashables 7 Best Practices for Improving Your Websites Usability19
Keep content as concise as

possible
A 58 percent increase in usability can be

reached by cutting roughly half the words on
the page, studies have shown.
Use headings to break up

long articles
Readers tend to see pages not as a whole, but

as compartmentalized blocks of information. We
scan our eyes left to right, then continue down
the page in an F-shaped pattern.
Help readers scan your Web

pages quickly
Use an inverted pyramid style to present

information: most important and newsworthy
text goes at the top of the article, followed by
supported details and then related info.
18
Use bulleted lists and text

formatting
According to an eye-tracking study by

ClickTale, users fixate longer on bulleted lists and
text formatting such as words in bold and italics.
Give text blocks spacing
Make hyperlinked text

user-friendly
Margin spacing can greatly affect reading

comprehension and speed.
If possible, make use of link titles that pop

up and give a brief description of where a link
will lead before the user clicks on it.
Use visuals strategically
Photos, charts and graphs can be worth a

thousand words.
19
COLLABORATION
MoCANs successful initiatives and

accomplishments are due to a diverse and
invested membership. As MoCAN increases
value and volunteer opportunities for members,
their involvement will increase. To help
increase this value, professional development
opportunities for members will keep members
knowledgeable, as well as encourage
participation and collaboration.
Networking can be equally valuable for
learning from other industry professionals and
collaborating on projects.
In addition to networking, professional

development opportunities would encourage
collaboration and involvement among members.
These opportunities may include: guest speakers,
professional workshops and online informational
and/or training videos.
Social events are also a great opportunity to
offer face-to-face time to members. Providing
members more opportunities for interaction
and professional development could potentially
increase the levels of collaboration and action
from members.
A Hankins & Anderson blog post highlighted:20

Partners and leads for projects can be found.

The right introduction can be just as
valuable as a personal recommendation.
Professional network can keep individuals
aware of current industry trends and
provide firsthand information.
Networking events are a great source for
background information on target
projects and organizations.
20
KEY TAKEAWAYS
Networking and professional
development events provide
valuable incentives for MoCAN
members to be involved.
RECRUITMENT
MoCAN should aim to improve

collaboration among existing members and also
expand its breadth and diversity by recruiting
new member individuals and organizations.
Clearly communicating MoCANs successes
has the potential to lead to member recruitment.
Specifically, recruiting young healthcare
professionals would serve MoCAN well in
growing the organization and ensuring its
continued success.
A Washington Post article on recruitment tips
for small businesses says to:21
Define who you are. You should attract
people who share your organizations mission,
vision and approach.
Study competitors. Studying a larger,
successful program will help give ideas and
inspire recruiting tactics.
Referral approach. Members are an
organizations best advocates.
After attracting members, it is important
to keep them interested and involved. Below
are some tips for attracting and keeping young

professionals into organizations, taken from
the Web Bright Services blog, the National
Association of Realtors, and Forbes:22,23,24
Emphasize networking and career
development opportunities. Eighty percent
of senior positions are filled via personal
connections.
Welcome new members by introducing
them at meetings so they will feel included.
Give them a voice. It lets new and younger
members feel like they are able to get out
of MoCAN what they put into it.
KEY TAKEAWAYS
The recruitment process is a
personal one. Most people
connect with an organization
through referrals.
21
SWOT
strengths
STRENGTHS
WEAKNESSES
Overwhelming amount of information
Media campaigns
Lack of leadership guidelines in work groups
Connection to the University of Missouri

Resources and toolkits
Website is tough to navigate
Seasonal and Simple phone app
Mail-in membership form process
Contributions to policy changes
Time is volunteered to MoCAN
Specialization of seven work groups

Good source of information
OPPORTUNITIES
THREATS
Direct impact to their community

Nationwide contributions
Environment
Time as a barrier
Meeting location
Lack of perceived value
Comparable public health organizations
Education
Member networking
Collaboration
Lobbying stance
Reach out to more organizations
As a University of Missouri Extension, one

of MoCANs overarching strengths is its ability
to receive grants when needed, which fund
the various programs and policy initiatives
implemented by MoCANs work groups.
MoCAN has proven its ability to put into
place successful media campaigns to further its
purpose. These media campaigns have made
measurable changes to communities statewide.
They include: Skip the Salt, Help the Heart,
Missouri Livable Streets and Missouri Farm
to School.
MoCAN also has developed various resources
for schools, worksites and healthcare facilities
to use toward the goal of reducing adult and
childhood obesity. These resources include:
Eat Smart Guidelines
A worksite wellness toolkit
A Farm-to-School manual
In addition to the ability to implement
programs, MoCAN also has the advantage of
affecting policy. In fact, the Policy workgroup
is dedicated to increasing public awareness of
22
efforts to support statewide and national policy

reform. MoCAN has successfully contributed to
several policy changes.
The seven work groups within MoCAN each
specialize in a particular area of public health.
This specialization allows for greater focus on
certain topics, as well as the opportunity to target
industry professionals to join. Members have the
chance to work with other professionals in their
direct field or interest area of public health. The
access to similarly goal-minded professionals
offers networking opportunities and the chance
for collaboration on initiatives, both related to
MoCAN and the members organizations. The
work groups each have their own leadership that
can determine the extent of collaboration among
its members.
Members also can take advantage of the
informational benefits of MoCAN. By being
part of a multifaceted group, members stay
informed about happenings in other areas of
public health.
23
Media campaigns.
Resources.
Contributions to
policy change.
Seven work groups.
Information.
Communication.
Website.
Recruitment.
Time.
WEAKNESSES
In terms of internal communication,

members perceive communication from
the organization to be lacking or difficult to
access. The biweekly newsletter contains
a lot of varied information that can be
overwhelming to members. Many will not
read it because they dont have time to sift
through it to find the information that is
actually applicable to them. Sending the
report as a PDF in an email may inhibit
members from opening and reading it.
Recent successes should be highlighted

more strongly and prominently to increase
awareness and convey the value of
MoCANs efforts.
Since each work group is charged with

managing their own communications, the
levels of action and communication vary for
each group. Members may hesitate to take
on leadership roles within their work groups
without any leadership guidelines in place.
Time and commitment restraints

Members are limited in the time and
energy they can devote to MoCAN, since most
volunteer their time to MoCAN and hold fulltime careers. The level of commitment varies
greatly among members and among work
groups. Members may have difficulty making
quarterly meetings because of their location.
On the website, content could be kept

more up-to-date. Information for members,
specifically the membership form, is difficult to
find. The mission, vision and accomplishments
of MoCAN should be more clearly
communicated and prominently placed.
24
Recruitment methods
The process to complete and mail in the
membership form may be inefficient for timepressed professionals. The website could use
more content about member benefits and value
to inform and persuade potential members.
OPPORTUNITIES
MoCAN offers members the opportunity

to make direct impact in communities with
the support and collaboration of other
health organizations. This impact may be
most directly seen in the media campaigns
implemented in schools, workplaces and
livable areas. The involvement of many
individuals and groups gives MoCAN
statewide presence. With expertise and
resources, MoCAN has the opportunity to
implement future media campaigns. These
programs are lasting ways to directly benefit
communities and gain recognition.
MoCAN has the opportunity to impact
on a national level. It has contributed to
policy and legislation change nationwide in
the past and plans to continue to do so in
the future.
A key facet of MoCAN is education. It
has the combined knowledge and resources
to educate current members, potential new
members, policymakers and the general
public through its communications and
initiatives. Since members come from varied

areas of public health, MoCAN consists of
professionals who can educate people on all
kinds of public health topics.
Impact.
MoCAN provides opportunities for

member networking. When these connections
are made, organizations have more
opportunity to collaborate and make changes
in their direct field.
Connections.
While MoCAN is comprised entirely of

health organizations now, there is opportunity
in the future to reach out to other community
organizations that could add new expertise and
perspective to issues and initiatives. For example,
the Built Environment Work Group could
benefit from community organizations related
to nature and outdoor activity. The health issues
that MoCAN strives to improve apply to a vast
individual and organization, and there is definite
opportunity for more people to take part.
25
Education.
Reach.
Environment.
Time.
Location.
Comparable
organizations.
Lobbying stance.
THREATS
Like any organization, MoCAN faces challenges

that threaten its ability to accomplish its mission.
The first set of challenges occur in the environment
where MoCAN works to replace unhealthy school
lunch programs and increase the freshness and
quality of student food. MoCAN has developed
workplace wellness toolkits to combat habits that
inhibit good health. In communities, things like
fast-food campaigns, opposition to health-related
legislation and overall habits that lead to obesity are
examples of threats to its mission.
When it comes to member involvement
and new member acquisition, time is often
the biggest barrier. The majority of MoCAN
members are volunteering their time and
resources to MoCAN outside of the time spent
at their regular jobs. Therefore, there must be a
perceived value of being a member. Ineffective
communication or a lack of perceived value
threaten MoCANs ability to retain current
members and attract new members.
MoCAN holds quarterly meetings, but as a
statewide organization, one location cannot be
26
convenient for all members. Work groups are

charged with scheduling their own forms of
meetings, which often occur via teleconference
due to the varied locations and time constraints
of members.
MoCAN also competes with comparable
Missouri organizations for the time and attention
of current and prospective members. Some
groups doing similar public health-oriented
work include: Missouri Public Health
Association, Missouri Association of
Local Public Health Agencies and Missouri
Foundation for Health.
Since MoCAN cant lobby for legislation
and policy changes, there is a fine line as to
whether MoCAN is educating or endorsing. Not
all members may understand the limit of their
involvement with policy change or that MoCAN
does not lobby. Additionally, a members employer
may have a different policy stance than MoCAN.
There is always the threat that policies it works
toward will not get passed, or that legislation will
counter MoCANs efforts.
27
PRIMARY RESEARCH
AGE
RESEARCH
METHODOLOGY
To gain the best understanding of MoCAN,
organizational structures, communication
methods and recruitment, we needed to
complete thorough primary research.
Our first step was to construct two separate
surveys.The surveys allowed us to step inside
the minds of current and previous MoCAN
members and non-members.
The first survey was designed for MoCAN
members only. We selected the member survey
to spark our insights into the inner workings of
a typical MoCAN member, their experiences
and their communication preferences as an
entire organization.
Our second survey was directed at
individuals who were not MoCAN members.
This survey allowed us to understand the
internal structures and communication methods

of existing successful organizations.
Next, we decided that individual interviews
were necessary to dig even deeper into all things
MoCAN. The interviews gave the members
a chance to speak freely, provide developed
thoughts and opinions and fill in any gaps. Each
method allowed us to gain different insights and
perspectives that guided our campaign.
To better understand the MoCAN member experience, we

went straight to the source. Through 60 online survey responses
and five in-depth interviews, all from current MoCAN members,
we gained insight on members opinions regarding MoCANs
effectiveness and value of communication, as well as the
member experience as a whole.
18-25
1 respondent, 2 percent
This primary research also helped further explore some

of the industry recommendations in our key areas of
communication, collaboration and recruitment.
45-55
12 respondents, 21 percent
25-35
35-45
To broaden our understanding of organization effectiveness,

we also conducted a non-member online survey. Those responses
came from 20 respondents, all fellow healthcare professionals
involved in organizations similar to MoCAN. Their opinions
gave us a clearer idea about what attracts people to and makes
them stay in organizations in a more general sense.
55+
Prefer not to disclose
Total: 56 respondents
GENDER
18 PERCENT
Lets take a look at what kind of members contributed to

the survey.

10 respondents were male
82 PERCENT
46 respondents were female
28
29
The respondents also represented each of the

seven work groups, broken down into the following:
WORK GROUP REPRESENTATION

Not part of a work group (4.5%)
1. Schools/Child Care:
Built Environment (4.5%)

Schools/Child Care (36%)
Messages (9%)
2. Food Systems:
3. Work-sites:
1 respondent, 2 percent
Health Care (13%)
4. Messages:
5. Health Care:
Policy (9%)
6. Policy:
Work-sites (2%)
Food Systems (22%)
Total: 45 respondents, 100 percent

*note: The respondents who answered that
they are not part of a work group responded:
I have attended a few meetings when my
schedule has permitted.
I have been unable to attend a meeting
for quite some time, maybe a year or so.
I hope to start participating again soon.
OVERALL INVOLVEMENT
When we asked how involved overall these
members are in MoCAN, on a scale from 1 to
9, 9 being the most involved, the average value
of the 44 responses was 5.43.
Almost half of the member respondents
have held a leadership role within MoCAN.
Fourteen respondents (31 percent) chaired a
work group and 10 respondents (22 percent)
served on the Executive Committee.
7. Built Environment:
2 respondents, 4.5 percent
8. I am not part of any work group:
2 respondents, 4.5 percent
30
31
LENGTH OF INVOLVEMENT WITH MoCAN

10+ years (13%)
Less than a year (20%)
6 respondents
9 respondents
6-9 years (16%)

1 year (9%)
7 respondents
Preferred method of communication

COLLABORATION
In-person meetings
Since MoCAN is made up of a diverse group of healthcare

professionals statewide, its communications need to be effective,
efficient and informative. We asked current members questions
about their preferred types and methods of communication to find
ways MoCAN can strengthen its internal communications. Heres
what we found: In-person meetings, conference calls and emails
are the top three most preferred methods of communication. This
confirms the industry perspective that face-to-face interactions are
crucial for successful businesses and organizations, and that email
still dominates for sharing communication among online adults of
all ages.
Conference calls
Most preferred
Somewhat preferred
So
Neutral
Less preferred
Le
Least preferred
Le
In-person
meetings
Conference
calls

Emails
Video
Members-only MoCAN site
Social media
Preferred
method
of conference
communication
4 respondents
Most preferred
Most preferred
Most preferred
Most preferr
Somewhat preferred
Somewhat preferred
Somewhat preferred
Somewhat pr
Neutral
Neutral
Less preferred
Less preferred
Least preferred
Least preferred
2-5 years (42%)

Most preferred
19 respondents
32
Less preferre
Least preferred
Least preferr
Somewhat preferred
Most preferred
Somewhat preferred
Neutral
Somewhat preferred
Neutral
Less preferred
Members-only
Less
preferred
Social media
Least preferred
Somewhat preferred Video
Neutral
Somewhat preferred
Neutral
Less preferred
Neutral
Less preferred
Least preferred
Less preferred
Least preferred
33
MoCAN site
Least preferred
Neutral
Less preferred
Most preferred
Emails
Most preferred
conference
Neutral
Most preferred
Effectiveness of MoCAN communication

(mean scores)
Effectiveness of MoCAN communication (mean scores)
5
4.27
3.91
3.91
3.73
3.61
34
Social media
Conference calls
Work group meetings
Newsletters
Quarterly meetings
Emails
2.73
COMMUNICATION EFFECTIVENSS
One of the main functions of MoCANs

communications is to clearly convey the
organizations value to its members. We asked
members what their reasons for joining MoCAN
were to better understand the value they want to
gain from MoCAN. Heres what they said:
I am passionate about health:

It is part of my job:

I want to be part of changing policies
in Missouri:

I want to collaborate with others in
my field:

To develop professionally and network
with others:

As a volunteer effort:

I want to educate others about health
and nutrition:

Other:

*note: The two other respondents answered:

It was recommended that I join

It was a grant requirement
However, when we asked members what

methods of communication theyre aware of
MoCAN using, only 32 respondents out of
45 (71 percent) were aware of the website as
a communication tool. This is compared to
all 45 respondents being aware of MoCANs
email communications and 42 (93 percent)
being aware of the quarterly meetings.
35
When asked if members would like to

become more involved in MoCAN, 21
respondents (47 percent) replied yes, while 24
respondents (53 percent) replied no.
Of the 53 percent who

did not want to be more
Similarly,
weto
asked
barriers presently
involved
in MoCAN,
Of the
53 percent
who did not
want
bewhat
more
keep
members
from
being
more
involved in
their
reasons
why:
involved in MoCAN, their reasons why:
75
MoCAN. Heres what they responded:
cited
Time constraints:
citedno
notime
time available
available

percent
Scheduling issues:
said
their
time

said their time goes to
goes
to
other
Involvement
in other organizations:
other organizations
percent organizations

Lack of value received:
ANOTHER
didnt
see
any
didnt see any benefit
benefit
Other:
percent

17
17
25 percent
of respondents
chose
other.
25 percent
of respondents
chose
other.
Those other responses included:

Travel/time and distance involved in
traveling to meetings
MoCANs disorganization
MoCAN is crossing lines I cannot in my job
New to my job, just have not had a chance yet

36
Involvement in other committees and

work groups
Other organizations do similar work
Just attended first meeting this past month,
have not been involved up until this point,
but will be involved moving forward
Therefore, MoCAN communication must

clearly identify the benefits, and also why
those benefits are worth members devoting
their limited time. One way to do this could
be through a member-only portion of the
website; when asked, 23 respondents said
a feature like this would be somewhat or
strongly preferred, and 19 were neutral about
it (out of 55 total respondents).
How would you prefer to communicate with a

work group?
(mean
scores)
Preferences
for work
group
communication (mean scores)
5
4
3
In-person
meetings
Emails
Conference
calls
Members-only
MoCAN site
Video
conference
Social
media
Texts
2
1
0
37
The responses
preferred method
Non-memberVideo
preferred
method of communication
preferred
preferred method of Non-member
communication
conference
Conference
calls of communicationNon-memberSocial
media
from non-membersNon-member
In-person
meetings
Most preferred
Most preferred
Most preferred
Most preferred
about preferred
Somewhat preferred
Somewhat preferred
Somewhat preferred
Somewhat preferred
communication
Neutral
Neutral
Neutral
Neutral
methods in
Less preferred
Less preferred
Less preferred
Less preferred
organizations in
Least preferred
Least preferred
Least preferred
Least preferred
general produced
slightly different results:
hod
hod of
of communication
communication
Most
preferred
Most
preferred
Most
Most preferred
preferred
Somewhat
preferred
Somewhat
preferred
Somewhat
Somewhat preferred
preferred
Neutral
Neutral
Neutral
Neutral
Less
preferred
Less
preferred
Less preferred
preferred
Less
Non-member preferred
method of communicationNon-member preferred
Conference
Video conference
Social media
In-person method of communication
Texts
Emails
meetings
Least
preferred
Least
preferred
Least preferred
preferred
Least
calls
Members-only
website
Weekly newsletter
Most preferred
Most preferred
Somewhat preferred
Somewhat preferred
Somewhat preferred
Neutral
Neutral
Neutral
Most preferred
Most preferred
Somewhat preferred
Neutral
Less preferred
Less preferred
Less preferred
Less preferred
Least preferred
Least preferred
Least preferred
Least preferred
Conference
Conference
Conference
calls
calls
calls
38
Emails
Members-only
website
Weekly
newsletter
Texts
39
ORGANIZATION SUCCESS AND VALUE

We asked what other types of experiences
would be valuable to members. The top
replies were: conferences with other health
organizations (72 percent) and guest speakers
at MoCAN meetings (61 percent). The next
two suggestions were community outreach and
social member events, with 47 and 26 percent of
responses, respectively.
This primary research supports the industry
recommendations that networking and
professional development events lead to greater
collaboration and involvement among members.
Additional event ideas that members
suggested included:

Member social events:

Community outreach events:
What makes your organization successful?

WHAT MAKES YOUR ORGANIZATION SUCCESSFUL?
1. Member involvement
2. Leadership of the organization

Member involvement
3. Efficient internal communication
Efficient internal communication

4. Member events
Member events
5. Provided resources
Community
impact
6. Effective outreach
Provided resources
Effective outreach
7. Community
impact
Community
engagement
8. Community
engagement
Leadership of the organization
9. Other
Other
0%
40
100%
41
RECRUITING NEW MEMBERS
MoCANs goal of acquiring new members is twofold: recruiting new members, and then getting
those new members to fill out MoCANs membership form. While this proves that MoCANs
word-of-mouth is strong from current member organizations, we see room to improve external
communications to reach out to groups that may not already be familiar with MoCAN.
How did you find out about MoCAN?
HOW DID YOU FIND OUT ABOUT MoCAN?
Multiple responses could be given.
80%
70
Through my
job (71%)
50
30
48 PERCENT 25 PERCENT
No, I have never
recruited a new
member (28
respondents)
Yes, they did join

(14 respondents)
7 PERCENT
19 PERCENT
No, but I would like to

(4 respondents)
60
40
When asked if theyve ever recruited new

members to join MoCAN, members responded:
From a boss or
co-worker
(29%)
20
10
Recruited by
a member
(27%)
42
Of those members that have reached out

to recruit members, here is how they did it:

In-person conversation: 25 respondents,

100 percent
Phone call: 5 respondents, 20 percent
Networking event: 5 respondents, 20
percent
Work: 8 respondents, 32 percent
Social event: 0 respondents, 0 percent
Email: 11 respondents, 44 percent
Social media: 0 respondents, 0 percent
Other: 0 respondents, 0 percent
MoCAN
partner
organizations
(22%)
Other (7%)
Yes, but they did not

join (11 respondents)
These responses suggest that there is room

to improve methods for member recruitment
as well as toinspire members to recruit others.
MoCAN
website (4%)
Friend/family
member (2%)
43
To discover how to improve the recruitment process, we asked MoCANs current members
what they believe are the most effective tools MoCAN could provide to recruit potential healthcare
professionals. In our online survey results, the top three methods of recruiting new members are:
providing informational documents (59 percent); improving MoCANs website (46 percent); and
hosting networking events (43 percent).
What tools could MoCAN provide for

recruiting new members?
What
would
convince
you
toORGANIZATION?
join a new
WhAT
WOULD
CONVINCE
YOU TO JOIN
A NEW
(Multiple options could be selected)
Professional
development (96%)
What tools could MoCAN provide for recruiting new members?
Ability to broaden
your knowledge (85%)
(Multiple options could be selected)

Informational
documents
Networking (65%)
Improved
website
Networking
events
Leadership experience (38%)
Potential
non-member
list
Social
media
Community impact (31%)
Social aspects (12%)
Other
We asked similar questions in our non-member survey to learn

what methods persuade people to join organizations in general.
In order of preference
44
organization?
45
INFORMATION ACT
Most important to know before joining an organization
FUTURE
PLANS
TIME
COMMITMENT
PREVIOUS
ACCOMPLISHMENTS
BENEFITS
RECEIVED
PARTNERSHIPS
MAJOR
EVENTS
Once MoCAN recruits members, the final membership step is having those organizations or
individuals submit the member profile form. Right now, the form is an online PDF that potential
members must print out, fill in and then mail to MoCANs office. We asked in our survey whether
members thought this was the most effective way. The majority answered that the easiest submission
method would be to fill out an online form and submit directly through MoCANs website, and the
next most common response was submitting the form via email. Only about 10 percent replied that
MoCANs current method of mailing in the form is the most effective method.
Member profile submission preferences

MEMBER PROFILE SUBMISSION PREFERENCES
Submit directly
on website
(69%)
Via email
(42%)
AVAILABLE
POSITIONS
Fill out in person

(31%)
Mail in form
(9%)
46
47
MoCAN has
a wealth of
knowledge.
STRATEGY
48
49
TARGET PROFILE
From our situation analysis and primary
research, we learned that the individuals
and organizations that make up MoCAN
share its vision of educating and motivating
Missourians to lead more active, healthy lives.
While these members make up a variety of
demographics, they share a passion for public
health and community activism, as well as a
desire to implement change locally.
time and energy to MoCAN on a volunteer basis.

This extra commitment emphasizes that MoCAN
members are involved because of their underlying
passions for public health; however, it also creates
time and involvement limitations.
MEET: THE ACTIVE ADVOCATORS
These Active Advocators come from all

across Missouri and work in a variety of public
health fields. Here are some at-a-glance stats of
Active Advocators:
Age: 25 to 45 years old
Male and female
Live in Missouri
Work in public health fields
Have a higher education degree
Lets dig a little deeper. These Active
Advocators are public healthcare professionals,
which means they are college and possibly
higher educated. For most, it also means they
are balancing full-time careers with personal and
family lives. The Active Advocators offer their
50
This Active
Advocator
spends her
day working in
public health.
The Active Advocators

career status reveals a lot about
their daily behaviors. Staying
informed on public health
issues is not just part of their
job description. It is a genuine
interest and something they
prioritize. Active Advocators
do not just preach good health
they also practice it.
This target is healthconscious. They value physical
activity and nutritious eating
in their daily lives. While
this healthy lifestyle is a
personal commitment, Active
Advocators also are compelled
to share these healthy lifestyle
habits with their families,
peers and local community
organizations, both in
conjunction with and outside
of MoCAN.
According to an article
from Volunteer Power,
people volunteer on
three levels.
MOST BASIC LEVEL
Self-serving drive.
Fulfills desire to advance
personal + professional goals.
SECONDARY LEVEL
Relational drive.
Fulfills desire for human
connection + interaction.
HIGHEST LEVEL
Passion for the cause.

Fulfills desire to spread
awareness + make change
for a cause.
Active Advocators operate

on all three volunteer levels
(at left) but are motivated
by the highest level. They
are driven by the goals to do
good, spread awareness and
implement tangible change
in communities because
of deep-seated passions
for public health and
community activism. 17
These values unite
MoCAN members across
all health fields and inspire
collaboration to implement
community change. While
Active Advocators focus on
community activism, they
also strive to work on a larger,
nationwide scale by affecting
policy and legislation.
However, they always focus
on how that nationwide
change will enhance the lives
of Missourians.
51
INSIGHTS
Active Advocators are driven by their
passion to make healthy changes in
their communities. Therefore, MoCAN
must effectively communicate the
opportunities it provides for members
to enact these healthy changes, both to
current and potential members. This
is the true value that Active Advocators seek
when theyre part of a health organization. It
also is what will motivate current members to
be more involved with MoCAN and potential
members to join MoCAN.
REAL TALK
MoCAN has a wealth of knowledge!
MoCAN is on the cutting edge
of whats going on in our state,
as far as nutrition and health and
activity goes.
We are focused on key goals related
to improving healthy eating and active
living behaviors and coordinating our
resources to advance accomplishment
on those goals.
I definitely like the opportunity to

hear what other working groups
are doing.
52
INSIGHT ONE: THE INFORMED ADVOCATE
Before I tackle my emails

each morning, I sit at my
desk and browse the web for
healthcare industry news.
Im a physical therapist, so
while most of the news I read
is related to physical health,
I still like to know whats
going on in other fields. I do
get some industry news from
MoCANs biweekly newsletter,
but would love if its site
contained a more constant
stream of updated health news
that was easily accessible.
The Informed
Advocate is
curious and
likes to know
new news.
My time to get news

updates is limited before the
day starts, so I usually just visit
one or two sites. Right now I
dont usually visit the MoCAN
site, but I would if it presented
a variety of updated and easily
digestible health news.
My favorite part of my morning is sitting with

my coffee (far away from my MacBook so I
dont spill on it) and scrolling through industry
news. MoCAN keeps me informed with it in one
place, but biweekly news isnt enough for me.
53
INSIGHT TWO: THE VOLUNTEER ADVOCATE
Im involved with MoCAN

because it gives me the
chance to volunteer and make
changes in my community. Im
specifically interested in school
programs, but I enjoy being
in the know about what other
MoCAN work groups are doing
in other areas as well. Right
now, the only time I get detailed
information about other work
group happenings is at the
quarterly meetings, which I
cant always make because of
time and distance restraints.
The Volunteer
Advocate is
ready to tackle
more projects
and help out.
If MoCAN shared more

work group info on its website
or in its newsletter, I would
definitely be interested. I would
especially like to know what
other work groups are doing in
case I want to help collaborate
on a certain project.
I like to give back to my community and to

MoCAN. I dont have the time to be in multiple
work groups, but I would like to know whats
going on so I could help with special projects,
especially ones involving education or schools.
54
INSIGHT THREE: THE YOUNG PROFESSIONAL

ADVOCATE
The Young
Professional
Advocate is
looking forward
to joining.
Im all about Instagramming my lunch each

day and sharing healthy eating habits. I work
in public health, but Im just out of college. I
want to learn more but Im not sure where I fit
in with MoCAN.
Im just starting out my

career in public health advocacy.
Its my first career move, but
it wont be my last. While my
time outside of work is limited,
I believe MoCAN could be
a valuable organization for
me. I hope to meet industry
professionals and hear their
opinions, as well as learn whats
going on in other health fields.
Who knows a networking
connection may lead to my next
job, and collaboration outside
my direct field may introduce
me to a new career interest.
Im not quite sure how
MoCAN works or how to
choose a work group though. I
hope my first quarterly meeting
helps answer these questions
and introduces me to members.
55
BIG IDEA
Mo CAN together.
MoCAN brings public health professionals

together and provides them the opportunity to
make changes in their communities. Our target
group members are balancing professional
careers and personal lives, yet still share the
motivation to volunteer and advocate for a
healthier Missouri. MoCAN is their vehicle to
collaborate with fellow professionals to make
this change.
Were bringing together MoCAN at its
core because when its organization and
leadership are as effective as possible, then
MoCAN will better serve its members, who
in turn will better serve their communities.
Well explain.
Were focusing on three organizational areas:
By improving these aspects at the core level,
MoCAN can branch out more effectively to its
members and to Missouri communities.
happenings and health industry news.

Externally, MoCAN will communicate the
organizations value and influence to Missouri
communities and potential members.
Mo CAN provide opportunities for
healthcare professionals to collaborate,
whether this is to work on projects and
resources, to network or to interact with others
who share a passion for public health.
Mo CAN recruit new individual and
organization members to broaden its reach
and experience, as well as to create greater
opportunity to implement community change.
These three aspects will contribute to
MoCANs main mission of creating value for
its members, so that those members can go out
and effect change in the state and nation.
Because together, Mo CAN.
Mo CAN communicate on an internal

level to keep members up-to-date on MoCAN
56
57
VISUAL IDENTITY
Mo CAN
TEXT TYPEFACES
LOGO TYPEFACES
Baskerville
Bodoni At Home
This serif font is used for body copy

abcdefghijklmnopqrstuvwxyz
Makes up the MoCAN part

Helvetica Neue Bold
ORATOR STD
Perfect for subheadings and emphasis

For the full name of the organization

Helvetica Neue Thin

Much loved for key takeaways
MAIN COLOR PALETTE
NEW LOGO
Logos are an important representation of an

organization and help express a brand identity.
To place emphasis on the statewide scope of
the Missouri Council for Activity and Nutrition
organization, a new logo was developed to
emphasize the word Missouri. Given that
members come from all over the state of
Missouri and that MoCAN concentrates most
of its efforts statewide, it made sense to rework
the logo with this new visual focus.
58
The minty blue-green watercolor style

was inspired by the thought that MoCAN is
constantly evolving and changing think
brush strokes, not hard lines. The watercolor
theme repeats throughout this book. The color
scheme of mint, teal and gray contains subtly
powerful colors that are reminiscent of the
outdoors, yet are a fresh take on commonly
perceived nature colors. The visual identity
of the redesigned logo is meant to be fresh and
new, much like MoCAN.
MoCAN Mint
RGB: 158 / 204 / 177
CMYK: 39 / 4 / 36 / 0
Black
RGB: 35 / 31/ 32
CMYK: 0 / 0 / 0 / 100
Black with a 42% tint

RGB: 35 / 31/ 32
CMYK: 0 / 0 / 0 / 100
SECONDARY COLOR PALETTE

Lilac
RGB: 93 / 99 / 173
CMYK: 72 / 67 / 0 / 0
Gold
RGB: 238 / 222 / 138
CMYK: 7 / 8 / 56 / 0
59
Light blue
RGB: 163 / 195 / 231
CMYK: 34 / 14 / 0 / 0
Weve developed
a strategy of
media tactics
that we believe
will enhance the
MoCAN member
experience
and spread the
MoCAN mission.
TACTICS
60
61
OVERVIEW
Biweekly newsletter
Quarterly meetings
Summit
Website refresh
Members-only website
How-to guides
Video
LinkedIn
Now, its time to put the research into action.

Based on best industry practices and MoCAN
member input, weve developed a strategy of
media tactics that we believe will enhance the
MoCAN member experience and spread the
MoCAN mission to potential members and
communities.
Each tactic addresses at least one of
the three organizational areas of focus:
While each tactic does lend itself most strongly
to one organizational area, the benefits are all
encompassing for the majority of the tactics.
That is why for each tactic, weve used color
to highlight which of the three organizational
areas they touch.
research phase that they greatly value the news

and information in the biweekly newsletter. Were
providing recommendations for different delivery
and format of the newsletter for easier access,
as well as a few content suggestions to increase
the newsletters value. The website is MoCANs
most comprehensive tool for informing and
uniting MoCAN members and the community
at large no small feat. We will outline our
website redesign ideas that will make the site
more accessible, provide a better user experience
and more clearly communicate MoCAN news.
Were also excited to explain our tactic for a new
Members-Only section of the site. This new
section would be a hub of information and news
exclusive to MoCAN members.
Well start with Communication. The tactic

recommendations that contribute the most to
enhanced communication methods are:
Biweekly newsletter
Website redesign
Onto collaboration. The tactic

recommendations that we will highlight here
include:
Quarterly meetings
MoCAN Summit
How-to Guides
Well give you a sneak preview. MoCAN

members informed us during the primary
The quarterly meetings are MoCANs

prime opportunity to bring members together
62
to collaborate. We know that there are time

and distance restraints for some members
when it comes to attending meetings. Thats
why our recommendations for improving
quarterly meetings focus on greater efficiency
and value of the meetings for members. We
have an exciting idea for a new event, called
the MoCAN Summit. This one-day event
will spread MoCANs message to members
and non-members, in hopes of increasing
participation and adding value to the MoCAN
experience. We have outlined potential event
details and how to spread the word about
it. And finally, we have another new idea
for How-to Guides one for work group
leaders, and one for new members. The Work
Group Leader Guide will clarify roles and
duties within each work group to increase
work group effectiveness and participation, as
well as to unify work group efforts across the
board. The New Member Welcome Guide will
explain the guidelines and benefits of MoCAN
membership, as well as detail opportunities to
get involved.
The last organizational area is Recruitment.

The tactics that will focus the most on
recruiting new individuals and organizations to
join MoCAN are:
LinkedIn profile
Testimonial video
Having a LinkedIn presence would greatly
benefit MoCAN in recruiting new members
and spreading the MoCAN message to other
professional groups. We have provided some
suggestions for setting up this profile. Finally,
we will present an idea and storyline for a
MoCAN testimonial video that would highlight
the MoCAN experience and be available as a
recruiting tool.
63
BIWEEKLY NEWSLETTER
OVERVIEW
MoCAN members have cited that learning

about organizational information, news and
industry trends from MoCAN is a valuable
aspect of membership. The biweekly
newsletter is crucial to keeping members
informed about MoCAN events and updates,
as well as providing them with links and
summaries of health and wellness news.
Communication should be simple, convenient
and even fun. By improving the visual aesthetics
of the newsletter, revamping some of its features,
adding new sections and increasing ease of
access as well as interactivity, MoCANs biweekly
newsletter will be a more valuable and useful tool
for the entire organization.
Challenge: Newsletter Delivery

and Format
The current format of the biweekly

newsletter is published as a PDF. To open it,
members must click, download and then view,
which can be a time-consuming process.
64
COMMUNICATION
COLLABORATION
RECRUITMENT
Additionally, the current newsletter is

formatted and organized in a way that makes
it difficult to quickly locate specific content
sections and information. Since MoCAN
members are busy professionals who
value the information communicated
through the biweekly newsletter, streamlining
how they access it can improve this valuable
communication tool.
Recommendations
The information should be more easily

accessible by using a newsletter email client
called MailChimp, an online service that
allows users to manage email lists, send regular
newsletters and perform analytics and tracking
on each email that is sent out.
Creating a newsletter in MailChimp is fairly
simple using one of the templates provided and
dragging and dropping content blocks onto the
template. Using MailChimp is a better way
to deliver the biweekly newsletter because
it allows the newsletter to automatically show
up in the body of the email rather than forcing
recipients to click, download and open a separate

PDF file. It also appears more professional,
streamlined and aesthetically pleasing, making it
easier for busy members to read and engage with
newsletter content.
Emails can be scheduled with MailChimp,
meaning that the newsletter can be automatically
sent out at the same time every other week. This
is beneficial because members can expect to
receive the newsletter on a routine, specified
schedule. Additionally, using MailChimp will
allow the newsletter to be interactive readers
can simply click on the hyperlink embedded
within the various industry news briefs rather
than copying and pasting the link to read the full
article being referenced.

Challenge: Newsletter Content
MoCANs current biweekly newsletter content

is comprised of event information, meeting
reminders, summaries and links to articles of
interest, and various updates and other information.
These things are important to communicate,
but the newsletter lacks ways to increase
engagement and cohesion as an organization.
Recommendations
Revamping the biweekly newsletter will allow

for clearer communication of important news
and updates, particularly through the way in
which content is organized and presented. Our
research showed that MoCAN members cite
industry news and information as one of
the biggest benefits of MoCAN membership.
We also found that members are very busy with
their careers and personal responsibilities, so they
would appreciate more ease of access and
simplicity in how they receive this information.
By presenting content under clear sections with
visible headings, readers will better view and
comprehend the information.
We suggest adding a member
spotlight section to show appreciation for
a different MoCAN member. Our research
found that a value of MoCAN membership
is the connections that members build
with each other, so using the newsletter to
enhance and build those connections will
increase the value of the newsletter and will
also demonstrate the value of connection
within the MoCAN organization.
65
June 30 - Kansas City

The "Stories From Small Towns" Project
July 7 - Mid-Missouri (TBD)
The National Physical Activity Society (NPAS) is looking for stories that highlight
Subscribe
Share
Past Issues
Spotlighting a member in
each newsletter can bridge
the gap between the various
work groups. Our research
found many members felt they
would benefit from increased
cohesion of MoCAN as a
whole. Drawing attention
to a different member of
MoCAN on a regular basis
would likely increase unity
among the members of the
organization and could promote
collaboration across the different
work groups.
A member spotlight section
could also be used to introduce
new MoCAN members to the
entire organization.
Translate
Read the latest MoCAN Biweekly Newsletter!
improvements
walkability
and
in required.
small towns. This work will highlight
More details toin
follow.
No cost
to bike-ability
attend. RSVP
examples
physical
infrastructure
changes in small towns that or
not573-751-5019.
only lead to health
To RSVP, of
contact
Lindsey
Jones: lindsey.jones@mda.mo.gov
RSS
improvement but also other economic or social benefits.
View this email in your browser
The
"StoriesNPAS
From
Project
In
particular,
is Small
lookingTowns"
for stories
from Oklahoma, Kentucky, Pennsylvania, Utah,
The NationalMissouri,
Physical Tennessee,
Activity Society
(NPAS) is looking
for stories
Mississippi,
and Michigan.
Please email
Pam ifthat
youhighlight
know of a town
improvements
in walkability
andfit
bike-ability
in small towns. This work will highlight
and
a contact person
that would
their needs.
examples of physical infrastructure changes in small towns that not only lead to health

"Evaluating Complete Streets Projects: A Guide for Practitioners"
In particular,
is looking for require
stories from
Oklahoma, Kentucky,
Pennsylvania,
New
strategiesNPAS
for transportation
new measurements
for success.
EvaluatingUtah,
Biweekly Newsletter
Upcoming Events
Changing the Future of Childhood Obesity: Aligning and Amplifying Statewide
Efforts
April 21-22 | Stony Creek Inn (Columbia, MO)
MoCAN Meeting
Thursday, July 23 | Bradford Farms (Columbia, MO)
MoCAN Meeting
Thursday, October 22 | Bradford Farms (Columbia, MO)
Articles of Interest
Readers can also

choose to view
this in an internet
browser such as
Safari or Chrome.
The placement
of upcoming
events at either
the top or bottom
of the newsletter
depends on mass
importance and
immediacy.
Mississippi,
Missouri,
Tennessee,
Please
email Pam
if youtransportation
know of a town
Complete
Streets
Projects:
A Guideand
forMichigan.
Practitioners
is designed
to help
and a contact do
person
that would
fit their
professionals
just that.
Download
the needs.
new guide.
New strategies for transportation require new measurements for success. Evaluating
Complete Streets Projects: A Guide for Practitioners is designed to help transportation
professionals do just that. Download the new guide.
Grant Opportunities and Workshops

The USDAs Agricultural Marketing Service (AMS) is pleased to announce four grant
opportunities. AMS is also pleased to share information about an upcoming webinar,
conference call and grant workshops, aimed at assisting applicants in filing applications for
the funds.
Specialty Crop Block Grant Program
Grant Opportunities and Workshops
Farmers Market and Local Food Promotion Program
The USDAs Agricultural Marketing Service (AMS) is pleased to announce four grant
Federal-State Marketing Improvement Program
opportunities. AMS is also pleased to share information about an upcoming webinar,
Technical Assistance Grant Workshops
conference call and grant workshops, aimed at assisting applicants in filing applications for
Webinar on FMPP and LFPP and a Teleconference Call on FSMIP
the funds.
Save the Date: Farm to School Meet & Greet

Farmers, distributors and food service directors: Learn more about putting your Missouri
Member Spotlight:
Shelby Watson
products in Missouri schools.
Work Group: Built Environment

Hometown: St. Louis, MO
Profession: Pediatrician
Favorite part about MoCAN: "I love collaborating
with my peers and seeing the progress that we have
made."
Fun fact: "I run a homemade candle-making business
out of my basement. Nature scents are my favorite."
2015 Regional Farm to School Meetings:

June 9 - St. Louis
June 16 - Springfield
June 30 - Kansas City
The endless
scroll feature is
more engaging,
and makes
skimming the
newsletter easier.
July 7 - Mid-Missouri (TBD)

More details to follow. No cost to attend. RSVP required.
To RSVP, contact Lindsey Jones: lindsey.jones@mda.mo.gov or 573-751-5019.
The "Stories From Small Towns" Project
The National Physical Activity Society (NPAS) is looking for stories that highlight
improvements in walkability and bike-ability in small towns. This work will highlight
examples of physical infrastructure changes in small towns that not only lead to health
In particular, NPAS is looking for stories from Oklahoma, Kentucky, Pennsylvania, Utah,
Mississippi, Missouri, Tennessee, and Michigan. Please email Pam if you know of a town
and a contact person that would fit their needs.
66

New strategies for transportation require new measurements for success. Evaluating
Complete Streets Projects: A Guide for Practitioners is designed to help transportation
professionals do just that. Download the new guide.
Upcoming Meetings,
Conference Calls, Etc.
MoCAN Schools Sub-Group
Conference Calls
This sub-group meets via
MoCAN Built Environment

Work Group Conference Calls
The Built Environment Work Group
meets via teleconference the fourth
Monday of every month. The bridge
conference call the first Monday of
& toll free numbers are the same for
each February, March, May, June,
all calls, 526-6119/866-630-9354.

Conference call times: 10:00-11:00
AM CST
August, September and November.

Conference call times: 11:00 AM12:00 PM CST
MoCAN Childcare Sub-Group
Conference Calls
This sub-group meets via
MoCAN Food Systems Work

Group Conference Calls
Meeting dates for the next several
conference call the first Monday of
months are as follows: June 5, July
each February, March, May, June,
3, August 7, September 4, October
August, September, November and
2, November 6, December 4. I will
December.
have this info put on the Food
67
The member
spotlight
section could
help introduce
new members
and strengthen
their MoCAN
experience.
QUARTERLY MEETINGS
OVERVIEW
According to our primary research,

efficient internal communication is one
of the top reasons for organizational success.
Even in this technological day and age, faceto-face interactions are still crucial within
organizations. Perhaps this is why members find
that the quarterly meetings are MoCANs most
effective form of communication and are the
backbone of its internal communication. It is to
MoCANs advantage to capitalize on this form
of communication to increase efficiency and
value for all members.
We found that the structure of
any organizations meeting is key to
communicating important information to
members, as well as to ensuring members
retain the information presented at meetings.
According to our primary research, we
concluded that there are several opportunities
within MoCANs quarterly meetings to
increase efficiency and effectiveness of the
meeting. The new structure of the quarterly
meeting is designed with each type of
member involved the new member, the
68
COMMUNICATION
COLLABORATION
RECRUITMENT
super-involved member, the busy member

and everyone in between. Through increasing
efficiency, members will feel that their time is
well invested and that MoCAN is keeping their
time constraints in mind. And increasing the
effectiveness of each quarterly meeting
will in turn increase the value each
member receives.
Before the meeting
Recommendation 1
Collect updates from work groups one
month prior to the quarterly meeting.
Rationale: Ensuring all work groups and
their efforts are represented at each meeting is
key to collaboration.
It will increase preparation and help form
the overall goals for each quarterly meeting.
The collection of these updates can be
done through email or through a form on the
MoCAN website. Each work group leader
or liaison would be responsible for gathering
and sending the updates to the point of
contact at MoCAN.
Recommendation 2
Distribute the agenda to all members prior
to the meeting.
Rationale: Setting an agenda and sending it
out to members two weeks prior to the meeting
allows members to prepare for the meetings.
This will also give them the opportunity to
adjust their schedules. If a member cant
make it to the entire meeting they can at least
try to make it for the most important parts.
The agenda could be sent out via the
MoCAN listserv and also posted on the MoCAN
website for easy access by each member.
During the meeting
Recommendation 1
Introduce and welcome any new
members to MoCAN at the beginning.
Rationale: This initial acknowledgment
creates a welcoming and warm
environment for all new members of the
MoCAN community.
According to our research, introducing new
members at meetings helps them feel included
and can help them start building personal
connections with current members.26
Recommendation 2
Schedule work group meetings before
lunch, rather than in the afternoon.
Rationale: Members confirmed in research

that the work group meetings are an important
aspect of the quarterly meetings. They are
where a majority of the collaborative work for
MoCAN gets done. Including them earlier in
the agenda reflects that importance.
Time constraints require some members
to leave the meeting early. For those who can
only make the first part of the day, they can
still participate in this important aspect of
the meeting.
Recommendation 3
Include professional development
activities, such as speakers, at least once or
twice a year.
Rationale: Primary research indicated
professional development is a crucial
part of any formal meeting for members.
Professionals are constantly looking for upto-date information for personal growth and
also to bring back to their companies.
Some companies require their employees
to attend professional development events. By
offering them as part of quarterly meetings,
MoCAN helps meet that requirement and adds
incentive for members to make time in their
busy schedules to attend.
Professional development activities will
increase value for MoCAN members, and
therefore help to increase retention and
commitment levels.
69
NEW AGENDA
Mo CAN
QUARTERLY MEETING
DATE AGENDA
Missouri can.
8:45
9:00
9:15
10:00
10:30
12:30
1:00
1:30
Registration
Introduction of new members
Work groups are dispersed among other work groups
MoCAN business and general updates

Overview of the day
The new
MoCAN
quarterly
meeting
agenda
Meeting agendas are a

critical component to an
effective meeting.
Ryan Anderson,
product marketing specialist
Intro and discussion/group activity
Individual work group meetings

Lunch
Work group updates
Work group leader presents to entire organization and
receives feedback
Professional development speaker

Health professional or legislative representative
2:30
Review statewide policy agenda and

next steps with MoCAN
3:00
Meeting adjourns
70
71
COMMUNICATION
COLLABORATION
RECRUITMENT
SUMMIT
OVERVIEW
In our primary research, we found that

members value networking and honing in on
professional development skills. This would also
grow membership by inviting new members as
well as furthering MoCANs agenda by inviting
legislators and voters. MoCAN will invite
both members and non-members to a
summit in mid-Missouri in order to spread
the message and mission of MoCAN. This
event will inform attendees of details about the
organization and health-related issues MoCAN
works to combat in the state of Missouri.
providers, MoCAN members and the general

public. This event will also benefit the attendees
by providing networking opportunities through
workshop sessions.
ATTENDANCE
LOCATION
This one-day event will host professional

development and legislative speakers to educate
and engage those in attendance on
healthcare topics that are relevant to MoCANs
initiatives. Additional speakers and conference
session leaders will include experts in specific
areas of health and nutrition as well as industry
thought leaders. Other attendees will
potentially include policymakers, community
leaders, state government officials, healthcare
72
COST
The MoCAN Summit will be free, with

welcomed donations to contribute toward
childhood obesity awareness and the continued
support of MoCANs programs, initiatives and
goals. There will be a catered lunch provided,
as well as coffee, tea and water available all day.
The location of the MoCAN Summit,

Riechmann Indoor Pavilion at Stephens Lake
Park, is ideal because it provides ample indoor
space in which the event will be held. It also fits
perfectly with the mission of MoCAN because
it is located within a public park and has a great
view of the nature of the park. We have found
that Columbia is the best location for MoCAN
events due to its central location in Missouri.
The MoCAN
Health Summit:
PROMOTION
In order to spread the word about the Summit,

MoCAN should promote the event on all of its
social media pages. Daily posts on the MoCAN
Facebook and Twitter accounts should include
information about the event and include the
hashtag #MoCANSummit, as well as a link to
the page on the MoCAN website that will contain
detailed information about the Summit and the
registration form. The hashtag #MoCANSummit
will allow the audience to search for information
strictly related to the event, and can be used
throughout the event by speakers and participants
as a way of generating buzz and distributing
information through live tweeting and updating. A
Facebook event should be created.
Additionally, MoCAN should make an
announcement about the event on its LinkedIn
page and send an email invitation
to all its current members,
Marketing
encouraging them to attend.
materials to
promote and
advertise the
summit
Improving the State of Our State
Saturday, October 24, 2015

Riechmann Pavilion - Columbia, MO
The Missouri Council for Activity and Nutrition is
sponsoring a one-day statewide summit to discuss the
latest news and collaborate on innovative solutions to
public health issues in Missouri. Health care providers,
public health practitioners, students, community
members and others interested in statewide public
health issues are invited and encouraged to attend.
Mo CAN
Missouri can.
73
Details and registration

information is
available at
www.mocan.org.
COMMUNICATION
COLLABORATION
RECRUITMENT
WEBSITE REFRESH
OVERVIEW
Welcome to Web 2.0, MoCAN! This new

website design makes everything much more
accessible to everyone. It also promotes a
refreshed, positive identity for MoCAN,
and gives the organization an added tool for
attracting potential new members. Our
research showed from the beginning that it was
time for a new website update. In interviews
and in surveys, members and non-members
alike stressed the importance of having
a sharp website. By developing ways to
organize information, it is easier for people to
find more out about MoCAN. A new website
also indicates to many that the organization
is on the up-and-up and that it is innovative
and valuable.
explanatory buckets. This makes it easier to find

information and navigate the site itself. A
search feature helps visitors find what they are
looking for, if they cannot remember where it is
located. As mentioned in the situation analysis, the
most important sections of the website should be
easily noticed and accessible from the top of the
web page, or above the fold. This creates an
effective user experience.
A huge change started with the switch to an

all-white background. This promotes a clean
and modern look, and is very much on-trend with
where website design is going in the future. The
horizontal slideshow allows for MoCAN to
show off some great accomplishments visually.
Above it is the translucent navigation bar,
where all MoCAN information is divided into
On the left hand side of the page, there is

a portion with updates from MoCAN. This
could be a good place for quick information
such as registration for conferences or details
on a relevant study. Both members and nonmembers can see this, and it really hones in
on MoCANs relevance. This can be updated
as important content appears.
74
The homepage also explains who MoCAN

is and what the organization does. A clear and
powerful statement of MoCANs mission
will help emphasize the organizations value to
current members, as well as communicate them
to potential and community members.
Your websites design is not your

brand, but its one of the brand
elements that helps you build
trust with your audience.
Drew Hendricks, Forbes.com
27
75
NEW HOME PAGE
Crisp, white
background for
modernity
Mo CAN
Search feature
Mo CAN
search
OVERVIEW
ACCOMPLISHMENTS
MEMBERSHIP
WORK GROUPS
RESOURCES
MEDIA
search
MEMBER LOGIN
MISSOURI CAN.
Registration continues for upcoming
MoCAN quarterly meeting. Fill out your
member profile here. >>
New study shows that the state of
Missouri could benefit from an increase
in public health funding. >>
Here at MoCAN, we are so excited to
welcome 15 new members. Find out
more about them here. >>
Missouri Council for Activity and Nutrition

MoCAN, as it is also known, is a nonprofit organization that focuses
on health education and policy promotion to improve public health
in communities across Missouri. MoCAN is comprised of volunteer
representatives from more than 80 local and statewide organizations who
work together to create and implement initiatives that promote nutrition
and physical activity. MoCAN fosters and supports healthy eating and
active living through measurable changes in communities.
76
ACCOMPLISHMENTS
Translucent
navigation bar divides
information into
buckets, making it
easier to find content
through the dropdown menu feature of
each bucket. NEWS
What can MoCAN do for you?
+ NEWS
OVERVIEW
WORK GROUPS
RESOURCES
MEDIA
MEMBER LOGIN
MISSOURI CAN.

The new
home page
makes finding
information
simple with better
navigation.
MEMBERSHIP

Find out
Slideshow
shows off the
visual identity of
MoCAN

Updated newsfeed
welcome 15 new members.
about them here. >>
with quickmore
links,
such as registration
information or
relevant studies
77
Mission explains
MoCAN clearly
MEMBERS-ONLY WEBSITE
COMMUNICATION
COLLABORATION
RECRUITMENT
MEMBERS-ONLY LOGIN
Mo CAN
OVERVIEW
Many websites have secret sections that only

authorized users are able to access. It keeps
content private and out of the public domain,
and allows members to communicate
with each other. MoCAN members will be
able to access this section of the site through
the member login part of the menu. After
successfully filling out their member profile,
members can set up their own username and
password on this part of the site.
Much of our research showed that having
a members-only side to the MoCAN website
would increase communication and
collaboration, both of which are key parts of
our goals for MoCAN. Also during our research,
when we suggested the concept of a membersonly website to current MoCAN members,
many indicated that this was a most
preferred or somewhat preferred form
of communication. This also is a hub for all sorts
of important resources and content for members
to use and explore on their own time, when they
need it. Think of it as MoCAN On Demand.
78
Upon clicking the member login button,

a popup appears to login, or alternatively,
become a member. Additionally, it will
clarify when people have actually become an
official member of MoCAN. After logging
in, members will notice that the website looks
very similar to where they just were. There is
an additional teal navigational bar below
the main one. This teal one signifies that they
are logged in as a member (if they did not
see that the website also displays their name).
The secondary navigation bar allows for quick
access to features of the site that members
would need: work group updates, agendas
and the like. The newsfeed also switches
to one with work group updates. A designated
member from each work group would be
tasked with sending in updates so there is fresh
information on the page. This allows all
members to know what everyone is up to, and
where they could potentially help.
search
OVERVIEW
ACCOMPLISHMENTS
MEMBERSHIP
WORK GROUPS
RESOURCES
MoCAN MEMBER LOGIN
MEDIA
MEMBER LOGIN
MISSOURI CAN.
username
password
forgot
password?
here.
What
canclick
MoCAN
do for you?
ENTER >
+ NEWS
Find out more about what MoCAN does and how to get
involved here.

welcome 15 new members. Find out
more about them here. >>

79
Window appears
after clicking
Member Login
and can also
redirect traffic
back to the site.
MEMBERS-ONLY WEBSITE
This additional
o
navigation bar
only appears
search
once logged in. It
sorts informationOVERVIEW ACCOMPLISHMENTS MEMBERSHIP WORK GROUPS RESOURCES MEDIA HI, MEMBER!
so members
UPDATES
WORK GROUP CONTACTS
AGENDAS
MEMBER DIRECTORY
MEMBERS-ONLY RESOURCES
can find content
efficiently.
M CAN
Mo CAN
search
OVERVIEW
ACCOMPLISHMENTS
UPDATES
MEMBERSHIP
WORK GROUP CONTACTS
WORK GROUPS
AGENDAS
RESOURCES
MEMBER DIRECTORY
MEDIA
HI, MEMBER!
MEMBERS-ONLY RESOURCES
MISSOURI CAN.
MISSOURI CAN.
+ WORK GROUP UPDATES
+ WORK GROUP UPDATES
MESSAGES. Currently working on a

new communication plan. Let us know
your thoughts here. >>

MESSAGES. Currently working on a

new communication plan. Let us know
your thoughts here. >>

SCHOOLS/CHILD CARE. Promoting a

healthy choice plan to encourage students
to take charge of their nutrition. >>
WORKSITES. Adding more workplaces
to our list who are utilizing the WorkWell
Missouri tool kit. >>
SCHOOLS/CHILD CARE. Promoting a

healthy choice plan to encourage students
to take charge of their nutrition. >>
The membersonly side of

the site keeps
everyone in the
loop, even if they
miss a meeting.
80
The newsfeed
Adding more workplaces
turns into WORKSITES.
to our list who are utilizing the WorkWell
updates on Missouri tool kit. >>
specific work
groups.
81
When logged
in, members
are welcomed
by name.
COMMUNICATION
COLLABORATION
RECRUITMENT
MEMBER VIDEO
OVERVIEW
According to research, online videos

are becoming more of a vital aspect of
companies marketing strategies, which is why
we chose this specific tactic for MoCAN.28 It
is not only important to connect with your
audience emotionally on a human level, but
also to relay the value of an organization in a
simple, yet interesting way.
VIdeo content
We will have two testimonials by members,

with Donna being one of them because of
her position on the steering committee. She
has the experience with the organization and
can introduce MoCAN and speak on her
involvement to viewers. The next interview
would be with another member who can talk
about his or her professional experience and
how he or she has grown with the organization.
In between these interviews we will show
members interacting with each other at events
throughout the year. We want to promote
unity and togetherness, and show the depth
of the organization. At the end of the video, we
are going to show dozens of faces of MoCAN,
82
POTENTIAL VIDEO STORYBOARD
to show the diversity of MoCAN and end with

the logo and slogan to emphasize our Big Idea.
PROMOTION
This video will be shown on MoCANs website,

as well as on its Facebook page. Of course,
members are invited to post the video on their
own social media sites as well in order to recruit
members and introduce MoCAN to friends and
family. Having this video to share with members
and non-members alike will drive home the fact
that MoCAN is a community of professionals,
with an emphasis on community. We not only
want to show them all of the great initiatives that
MoCAN has implemented, but we also want to
pull at their heart strings. From primary research,
we found that people would be better willing
to commit to an organization if they felt a
deeper connection with it. We also have found
that education about MoCANs core values and
benefits is vital for both members and nonmembers
in order for them to understand the organizations
value and be prompted to participate.
(0:00-0:07)
Open with shot from campaign or
event people talking and helping each
other. (Upbeat/U2-type music plays)
(0:07-0:20)
Interview with Donna Mehrle on
Steering Committee about her experience
with MoCAN and the value it has added
to her life.
(0:20-0:30)
Shot from a quarterly meeting of work
groups collaborating, or a professional
development event such as a speaker.
Mo CAN
(0:30-0:45)
Second Interview with Steering
Committee member on the different
work groups and his/her professional
experience with them.
(0:45-0:50)
Shot of faces of all members in
quick second shots having them say,
(MoCAN)..(MoCAN)...(MoCAN)...
Together.
83
(0:50-0:55)
End shot of MoCAN logo and slogan
fading in.
COMMUNICATION
COLLABORATION
RECRUITMENT
HOW-TO GUIDES
OVERVIEW
As cited in the situation analysis, 91 percent

of employees will work for success when
they understand their overall role within an
organization, compared to 23 percent who do
not understand their role. An effective way to
clarify roles and reiterate the value of MoCAN
membership is to provide members with guides,
specifically a Work Group Leader Guide and a
New Member Guide.
Work Group Leader Guide
In order to create consistency among work

group efforts, this guide will outline how
work groups should function and will clarify
leadership roles. Taking into consideration the
time and commitment restraints of members,
three potential roles within each work group
that could lead to more efficiency are:
1. Work group leader
2. Work group secretary
3. Work group liaison
This guide would provide descriptions of each
of these roles. Some suggestions for each include:
84
1. Work group leader

Sets times and dates for meetings and
conference calls
Sets agenda for all communications
Leads meetings and initiatives
Represents the work group in
communications with outside groups
and potential members
2. Work group secretary
Records the minutes from each work
group meeting and conference call
Emails minutes to work group members
3. Work group liaison
Represents the work group to MoCAN
as a whole
Provides MoCAN leadership with work
group updates for website and biweekly
newsletter
Speaks about work group news at
quarterly meetings
The Work Group Leader Guide also will
set guidelines as to how these leaders should
manage their groups. Suggestions for this information include

parameters on work group meetings and conference calls as well
as samples agendas and guidelines.
New Member Welcome Guide
This guide would become available to members once they

complete and submit the member profile. As cited in the situation
analysis, an effective way to forge connections with new members
is to make them feel welcome and provide them the opportunity
to forge personal connections. This New Member Welcome Guide
will welcome members and communicate MoCAN member value
even before a quarterly meeting, and it also will provide advice for
making the most of a MoCAN membership.
Suggested content for this guide includes:
Description of each work group
Contact information for MoCAN and for the leadership
of each work group
Sample biweekly newsletter
Sample quarterly meeting agenda
Brief sample of MoCANs past successes
Frequently Asked Questions section
Guide to the member section of the website
Tips for networking within MoCAN, such as joining the
organizations LinkedIn profile page
Mo CAN
N E W M E M B E R
GUIDE
2015-2016
85
COMMUNICATION
COLLABORATION
RECRUITMENT
LINKEDIN
OVERVIEW
Having a LinkedIn presence will create value

in the areas of communication, collaboration
and recruitment within MoCAN. Heres how:
Communication
members to reach out and recruit others. MoCAN

members can suggest that potential members
explore the LinkedIn profile to learn more about
MoCANs mission, initiatives and members.
MoCANs LinkedIn profile would be another

touch point to communicate the organizations
mission and initiatives by:
Displaying MoCANs purpose
Providing news updates on programs
Including links to MoCAN documents such
as a biweekly newsletter and strategic plan,
as well as to the website.
According to the Company Pages section

of LinkedIn, professional companies and
organizations can create a profile in a few easy
steps:
1. Enter your company name and email address
2. Create a company description and overview.
3. Add a banner and logo for recognition.
4. Encourage members to add MoCAN to their
personal profiles.
Collaboration
Its free and MoCAN can announce

its new LinkedIn presence via its website,
biweekly newsletter and at quarterly meetings.
Additionally, MoCAN should invite members to
join the page and use it to explore the MoCAN
member network.
MoCAN members could explore the network

of the individuals and organizations that make
up MoCAN by reaching out to connect and
sending messages to other individuals.
MoCANs
LinkedIn page
allows for
updates in a
professional
setting.
Recruitment
LinkedIn could function as a recruiting tool

by making it easy and providing resources for
86
87
MEDIA CALENDAR
2015-2016 CALENDAR
OVERVIEW
Weve created a timeline to guide MoCAN

in implementing these new tactics within
the next year. The monthly suggestions take
into consideration MoCANs resources and
quarterly meeting schedule.
The following summarizes each tactic by month:
In September, MoCAN can spend time
making the suggested adjustments to the
biweekly newsletter and creating the new Howto Guides. We recommend developing these in
September so that MoCAN can use them for
the October quarterly meeting. Additionally,
MoCAN should begin hiring a video team to
start production on the testimonial video so that
it is ready for viewing at the October quarterly
meeting.
October is when MoCAN will implement
adjustments to the quarterly meeting, which
includes sending out agenda plans to members

prior to the meeting. At this meeting, the
finalized biweekly newsletter, How-to Guides
and possibly the testimonial video will be
available for members.
By November, MoCAN should aim to have
the revamped website up and running for
members and the community.
Looking forward to 2016, MoCAN will
continue to send the biweekly newsletter twice
monthly on schedule. The next quarterly
meetings will take place in January, April and
July, and continue in that pattern as MoCAN
leadership sees fit. The MoCAN website,
How-to-Guides and testimonial video will
remain available resources for members and the
community in the future.
Biweekly
Newsletter
Quarterly
Meetings
MoCAN
Summit
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
88
89
MoCAN
Website
How-To
Guides
Member
Video
BUDGET
PREMIUM PLAN
OVERVIEW
Now, for the numbers. With so many options Biweekly newsletter

for implementing the tactics, weve presented
Mailchimp (basic version)
flexible pricing options based on a Basic
Quarterly meeting
and on a Premium plan. Within each tactic,
MoCAN has the opportunity to pick and choose Restructure meeting
which options they believe will create the most
MoCAN website
successful strategy for MoCAN and align best
Design done by a member
with the years budget.
How-to guides
BASIC PLAN
PDF only
The Basic Plan presents the minimal costs

MoCAN would incur to implement the tactics.
A few of the main ways that the Basic Plan
differs from the Premium Plan is: having a
MoCAN member do the website redesign;
presenting the How-to guides as PDFs only;
not catering the Summit event; and having an
MU student create the testimonial video. If
MoCAN follows all the Basic Plan suggestions,
the total cost will amount to approximately
$325 $535.
90
$0
$0
$0
$0
MoCAN summit
No catering, only beverages (weekday) $300

No catering, only beverages (weekend) $510
Testimonial video
Student at MU Journalism School
Total: $325-$535*
*Hourly and monthly costs not factored
$25/hr.
This plan covers the same tactics, but offers solutions that are more involved. Perhaps the biggest
example is the website redesign; instead of having a MoCAN member create the new website, the
Premium Plan suggests hiring Columbia company Lift Division to take on the website redesign, and
the quote for their services is included in the budget. Other differing points to mention in the Premium
Plan include printing out the How-to Guides in booklet form, catering the MoCAN summit, and hiring
a professional videographer to shoot the testimonial video. If MoCAN follows all the Premium Plan
suggestions, the total cost will amount to approximately $4,863 $5,613.
Biweekly newsletter
Mailchimp (automation,
email client testing, chat and
email support, and spam filter
diagnostics)
Quarterly meeting
Restructure meeting
$10/mo.
$287.50
40 guides (20 new members/20
($7.19/booklet)
work group leader guide)
MoCAN summit
$0
MoCAN website
New website by Lift Divison

website design, optimization
and launch
on-page optimization
internal architecture design
blog setup (optional)
maintenance fees
photography
member login and resources/
forms for members
How-to guides
$1,899
$299
$299
$199
$29/mo.
$75/hr.
$500-$1000
Catering, beverages, venue and

nametags (weekday)
Catering, beverages, venue and
nametags (weekend)
Testimonial video
Videographer (jazzy cat

productions)
Total: $4,863-$5,613*
*Hourly and monthly costs not factored
91
$1,150
$1,400
$115/hr.
All the details

and more.
APPENDIX
92
93
RESEARCH
The following questions are taken directly from our primary research. Each survey was
conducting using Qualtrics, an online survey software. Please note that not all participants saw
each question on the survey. The questions each participant was able to view were based on their
responses to previous questions. Additionally, not all interview participants were asked the exact
same questions because of their individual responses and experiences within MoCAN.
MEMBER SURVEY
Thank you for taking the time to complete this
questionnaire. It should take no more than 15
minutes to complete. Were conducting research on
behalf of MoCAN to better understand its internal
communications and member acquisition. All
respondents will remain anonymous.
Q1: Are you involved in MoCAN (Missouri
Council for Activity and Nutrition)?
Yes
No
No, but I once was
Q2: Have you filled out the member profile
form and sent it in?
Yes
No
I am not sure
I dont know what the member profile is
94
Q3: The member profile form functions as

the formal way to become an official member
of MoCAN.
What prevented you from filling out the
profile? Please select all that apply.
I didnt know that I needed to fill out a
member profile to become an official member
The process of completing the member
profile is too time consuming
I couldnt find the member profile on the
MoCAN website
I forgot to complete the member profile
Other:
Q4: Currently to become a member of
MoCAN you need to download the member
profile PDF from the MoCAN website,
complete it and mail it in to the office.
Please select the method(s) you prefer to

submit the member profile. Please select all that
apply.
Fill out form in person (at a meeting)
Mail in form (current method)
Fill out PDF online and submit via email
Fill out form online and submit form
directly through the MoCAN website
Q5: What work group are you a part of ?
Schools/Child Care
Food Systems
Work-sites
Messages
Health care
Policy
Built Environment
I am not a part of any work group
Q6: If you are not involved in a work group,
how do you contribute to MoCAN?
Q7: Have you ever had a leadership role
within MoCAN?
Yes, I chaired a work group
Yes, I served on the Executive Committee

No, I have not
Q8: How long have you been a part of
MoCAN?
Less than 1 year
1 year
2-5 years
6-9 years
10+ years
Q9: Why did you join MoCAN? Please
select all that apply.
I am passionate about health
It is part of my job
I want to be part of changing policies in
Missouri
I want to collaborate with others in my field
To develop professionally and network with
others
As a volunteer effort
I want to educate others about health and
nutrition
Other:
95
Q10: How did you find out about MoCAN?

Please select all that apply.
Through my job
A boss or co-worker
Recruited by a MoCAN member
A friend or family member
MoCAN website
Media campaigns (news articles, social
media, etc.)
MoCAN partnerships (organizations who
work with MoCAN)
Other:
Q11: On a scale from 1 to 9 how involved
are you in MoCAN?
1 - Not at all; 9 - Extremely involved
Q12: Would you like to be more involved in
MoCAN?
Yes
No
Q13: Please explain why you do not want to
be more involved with MoCAN.
I dont have the time available
I put time into other organizations
96
I dont see the benefits of becoming more

involved
I dont know how to become more involved
Other:
Q14: What barriers have kept you from
being more involved in MoCAN? Please select
all that apply.
Time constraints
Scheduling issues
Involvement in other organizations
Lack of value received
Other
Q15: Which of the following
communications does MoCAN use?
Email
Website
Quarterly meetings
Facebook
Twitter
Biweekly newsletters
Brochures
Conference calls
Other:
Q16: How would you describe the

effectiveness of each of the following methods
of communication within MoCAN?
(Ineffective, Slightly ineffective, Neutral,
Somewhat effective, Most effective, N/A)
Quarterly meetings
Conference calls
Work group meetings
Newsletters
Emails
Social media
Q17: How would you prefer MoCAN
communicate with you as a member?
Please indicate your level of preference
for the following methods of communication
between you and MoCAN.
(Least preferred, Less preferred, Neutral,
Somewhat preferred, Most preferred)
In-person meetings
Conference calls
Emails
Social media
Texts
Video conference
Q18: Whether or not you are a member

of a work group, how would you prefer to
communicate with a work group?
Please indicate your level of preference
for the following methods of communication
between you and a work group.
In-person meetings
Conference calls
Emails
Social media
Texts
Video conference
Q19: Would you be interested in any of the
following? Please select all that apply.
Guest speakers at MoCAN meetings
Member social events (i.e. happy hour or
other get together)
Conferences with other health organizations
Community outreach events
Other:
No, I am not interested
97
Q20: Have you recruited new members to

join MoCAN?
No, I have never recruited new members
No, but I would like to
Yes, but they did not join
Yes, they did join
Q21: How did you approach a non-member
about joining MoCAN? Please select all that apply.
In-person conversation
Phone call
Networking event
Work
Social event
Email
Social media
Other:
Q22: What tools could MoCAN provide you
to help recruit new members? Please select all
that apply.
Networking events
Interactive social media pages
Informational documents (brochures, fliers,
etc.)
Potential non-member list
98
Improved website
Other:
Q23: If selected, would you be willing to
participate in any of the following to get more
insight into MoCAN communication and
memberacquisition? These would take place
between Feb. 23 - Mar. 4. Please select all that
apply.
Individual video interview (30-45 minutes)
Individual phone interview (30-45 minutes)
Individual in-person interview (30-45
minutes) located in Columbia, Mo.
I am not interested
Q24: What age range do you fit into?
18-25
25-35
35-45
45-55
55+
Q25: Gender
Male
Female
Q26: What is your zip code?

Q27: Please fill out the following contact
information.
Your answers will still remain anonymous
and this is to contact for interview participants
only. This information will be seen by the
researcher only.
First and last name
Email
Phone number
City
Work group
NON-MEMBER SURVEY
Thank you for taking the time to complete

this questionnaire.
It should take no more than 10 minutes
to complete. Were conducting research to
better understand member acquisition and
communication within an organization. All
respondents will remain anonymous.
Q1: Have you ever been involved in a
professional or educational organization?
Yes, I am a current member of an

organization
No, but I used to be part of an organization
No, I have never been part of an
organization
Q2: What organization(s) have you been a
part of ?
Please list organization(s):
I prefer to not disclose
Q3: In your opinion, what makes your
organization successful? Please select all that
apply,
Member involvement
Efficient internal communication
Member events
Community impact
Provided resources
Effective outreach
Community engagement
Leadership of the organization
Other:
Q4: If you were to join a new organization,
99
what would convince you to join? Please select

all that apply.
Networking
Professional development
Community impact
Social aspects
Ability to broaden your knowledge
Leadership experience
Other:
Q5: Whether you are currently part of an
organization or not, how would you like to
communicate with an organization?
Please rank the following methods of
internal communication in order of preference.
In-person meetings
Conference calls
Emails
Social media
Texts
Video conference
Biweekly newsletter
Q6: Have you heard of MoCAN (Missouri
100
Council for Activity and Nutrition)?

Yes
No
Q7: Are you a member of MoCAN?
Yes, I am a current member
No, I have never been a member
No, I used to be a member
Q8: On a scale of 1 to 10, how familiar are
you with MoCAN?
Q9: How did you learn about MoCAN?
Please select all that apply.
Work
Event
Online
Friend/family member
Presentation
Printed material (i.e. a flyer, brochure,
newspaper)
Other:
Q10: Have you ever attended a MoCAN
meeting or event? Please select all that apply.
Yes, I attended a MoCAN meeting
Yes, I attended a MoCAN event

No, I have never attended a MoCAN
meeting or event
Q11: In your opinion, how effective was the

communication at the MoCAN meeting you
attended?
(Very ineffective, Ineffective, Somewhat
ineffective, Neither effective nor ineffective,
Somewhat effective, Effective, Very effective)
Q12: When did you attend a MoCAN
meeting?
Month
Year

Q13: What MoCAN event did you attend?

Q14: How would you rank the MoCAN
event you attended?
Q15: MoCAN is a volunteer organization
that educates and promotes public health policy
in Missouri.
Would you be interested in joining an
organization like MoCAN?
Yes
No
Q16: What has prevented you from joining
MoCAN? Please select all that apply.
I didnt receive enough information
I had time restraints
There was a lack of benefits/values
I didnt know how to join
I was not interested in the organization
Other:
Q17: What information would you need to
know about an organization before joining?
Time commitment
Benefits received
Available positions
Major events
Past accomplishment
Future plans
Partnerships
Other:
101
Q18: This is the current MoCAN website

homepage. Please take time to review the
design of the web page.
Overall appearance
Organization/structure
Graphics and images
Readability
Colors
MoCAN logo
Q19: What age range do you fit into?
18-25
25-35
35-45
45-55
55+
Phone individual interview (30-45 minutes)

Video individual interview (30-45 minutes)
I am not interested
Q23: Please fill out the following

information:
First and last name
Email
Phone number
City
Profession
Q20: Gender
Male
Female
Q21: Zip code:
On a scale of 1-10, how would you rank the

following areas?
102
Q22: Would you be interested in

participating in any of the following to help
further our research? Please select all that apply.
In-person individual interview (30-45
minutes) in Columbia, Mo.
103
MEMBER INTERVIEW QUESTIONS

Intro: Thank you for taking time out of
your day to help us with our research. The
interviews we are conducting are giving us
more insight to what MoCAN is and how the
organization is currently working, specifically
with internal communication and member
acquisition. We just want to take about 30
minutes to ask you some questions about
MoCAN, your experience as a member and
your opinions on improvement.
In order to get the most information out
of the interview, we would like to record our
conversation. This is for research purposes only
and will be used to take notes and gather data.
Is that okay with you?
Okay now that the conversation is recording,
I would like you to state some demographic
information for me:
Demographic Information (Start
recording intro information)
Name
104
Location
Career/Profession
Work Group
Length in MoCAN
Position in MoCAN
Describing MoCAN
In simple terms, describe MoCAN to
me.
What is one or two big-picture objectives
of MoCAN?
How does MoCAN benefit Missouri
communities?
What have been the major achievements
of MoCAN? (top 2 you can think of)
As an organization, what do you see
as the biggest barriers to MoCAN
succeeding?
If you had the ability to make any
adjustments to MoCAN, what would
you do?
Who is the MoCAN member
How would you describe the typical
MoCAN member? (From demographics

to interests, careers, etc.)
Who would you see as the face of
MoCAN if you could pick anyone?
(celebrity, cartoon character)
If you could pick the ideal member
for MoCAN, what would that person
be like?
MoCAN Visually
What do you think of MoCANs current
logo?
What do you think of MoCANs visual
identity?
What are facets missing from the
website? Parts that you like?
Does MoCAN have a distinct
personality or tone? If so, how would
you describe it.
MoCAN member experience
Were you recruited by someone to join
MoCAN?
What made you interested in joining
MoCAN originally?
How has MoCAN added value to your life?
What is the most important membership

benefit that MoCAN offers to you?
How much time do you commit to
MoCAN weekly?
Would you like to spend more or less
time with MoCAN?
Are you interested in becoming more
involved?
How would you become more involved?
MoCAN Communication
Tell me about MoCANs internal
communications. How do you receive
updates and communicate with other
members?
Describe a typical quarterly meeting.
Have you attended all of the meetings in
the last year? Why or why not?
In your opinion, how could the
newsletter be improved?
How often do you visit the MoCAN
website? And what do you use it for?
How could MoCAN improve their
communications internally?
What communication methods would
you like MoCAN to use?
105
Work Group Communication

What brought you to your work group?
How often does your work group
communicate?
(If they have conference calls) How are
the conference calls once a month with
your work group?
What are the other members in your
work group like? How do you all
communicate?
Do you have a work group leader? If so,
how do they organize the group? If not,
would that be beneficial to your work
group?
Do you use your work groups email
listserve? If so, are those emails useful?
Does your work group work with other
work groups directly?
Would you like to work with or network
with other work groups more often?
Added events and tools
What events would you like to see
MoCAN initiate or take part in?
What activities or events between the
entire organization of MoCAN would
106
you be interested in?

Suggestions: (health and nutrition
workshops, speakers from different
organizations, happy hours, team
building workshops, or celebrating a
national health day)
Member acquisition questions

How would you explain MoCAN to
your friends, family and coworkers?
Have you recruited new members to join
MoCAN?
If so, describe the process you took to
get a new member to join.
If not, describe how you would recruit
new members.
How did you identify a good potential
new member?
What types of new members would
you like to see join MoCAN? Are they
similar or different than the current
members?
In your opinion, how could MoCAN
improve to attract new members?
What tools would you need to recruit
new members?
General Communication Questions/

Others orgs.
What are some other organizations
within MO that you believe MoCAN
could model itself after?
What other organizations are you in?
Why?
Do you use social media?
If so, how do you use it?
In your opinion, could MoCAN benefit
from using social media?
In general, what is your favorite website
to go to and why?
If you have any questions or think of any

other comments you would like me to know
feel free to reach out.
Ending:
Is there anything else that you would like
me to know about MoCAN?
We will be using this information
to create recommendations for a
full integrated campaign and some
rebranding aspects. Do you have any
questions for me?
Thank you so much for your time today. I
really appreciate it.
107
FOR IMMEDIATE RELEASE

For more information, contact:
Valirie Morgan
Public Relations Specialist
vamkv9@mail.missouri.edu
PRESS RELEASE
CREATIVE BRIEF
Why are we advertising?
Make communications more effective,
increase cohesiveness among members,
increase incentive for involvement, and also
to appeal to outside non-members. Increasing
communication, and hopefully gaining new
members, and communication value.
Who are we talking to?
Active Advocators
What do we know about them?
Quotes they said during research
Takeaway
Promotion, education -- educating and
inspiring members to live healthy lives
Updated industry information
To make MO a better place - informing,
educating, and implementing MO on obesity
prevention and nutrition
Support
Research (primary and secondary)
108
Tone
Educated, yet welcoming. Motivating and
optimistic, forward thinking, professional, and
compassionate towards the community .
Mandatories
Logo, slogan, social media and website
MoCAN TO HOST FREE STATEWIDE HEALTH SUMMIT THIS OCTOBER IN COLUMBIA

First MoCAN Health Summit will convene
community leaders, state government officials, health
professionals and more to discuss key health issues
in Missouri
COLUMBIA, Mo. (Aug. 31, 2015)
The Missouri Council for Activity and
Nutrition announced today that it will
sponsor its inaugural MoCAN Health
Summit on Saturday, Oct. 24 in Columbia.
The daylong event is free to attend and will
include keynote speeches, workshops and
breakout sessions focused on identifying
health issues facing the state of Missouri
and promoting innovative discussions about
solutions to these problems.
Missouri is known as the Show-Me
State, and its time to show the rest of the
country that we can be a leader in the health
and nutrition of our population, said Donna
Mehrle, director of MoCAN. The MoCAN
Health Summit is going to bring awareness
to the state of our states health, and from
there we will be able to change lives and

make big changes in our communities.
Professional development speakers
will educate and engage attendees on
healthcare topics ranging from the
childhood obesity epidemic to pedestrianfriendly streets. Additional speakers and
conference session leaders will include
experts in the fields of health and nutrition
as well as industry thought leaders.
Missouri Department of Health executive
director Dr. Louis Tomlinson will deliver
the keynote address.
Community leaders, state government
officials, healthcare providers, policy
makers, students and members of
the general public are welcomed and
encouraged to attend the MoCAN Health
Summit. In addition to educating attendees
and fostering discussion on health issues in
Missouri, the event will offer networking
opportunities through workshop sessions.
109
The MoCAN Health Summit is a free

event, but donations are strongly suggested
in order to contribute toward childhood
obesity awareness and the continued
support of MoCANs programs, initiatives
and goals. Registration for the event is
required. Details about the MoCAN
Health Summit and the registration form
can be found at www.mocan.org.
-30ABOUT THE ORGANIZATION: The
(MoCAN) is a nonprofit organization that
focuses on health education and policy promotion
to improve public health in communities across
Missouri. MoCAN is comprised of volunteer
representatives from local and statewide
organizations who work together to create and
implement initiatives that promote nutrition and
physical activity in communities. Learn more at
www.mocan.org and connect with MoCAN on
Facebook, Twitter and LinkedIn.
ENDNOTES
RESEARCH
1. 2014 - Americas Health Rankings report - State Health Statistics brought to
you by AmericasHealthRankings.org. (n.d.). Retrieved March 5, 2015, from http://www.
americashealthrankings.org/MO/PH_Spending
2. Investing In Americas Health: A State-by-State Look at Public Health Funding and Key
Health Facts. (2013, April 1). Retrieved March 7, 2015, from http://healthyamericans.org/assets/
files/TFAH2013InvstgAmrcsHlth05 FINAL.pdf
3. Missouri: State Nutrition, Physical Activity, and Obesity Profile. (2012, September 1).
Retrieved March 11, 2015, from http://www.cdc.gov/obesity/stateprograms/fundedstates/pdf/
Missouri-State-Profile.pdf
4. 2014 - Americas Health Rankings report - State Health Statistics brought to you
by AmericasHealthRankings.org. (n.d.). Retrieved March 5, 2015, from http://www.
americashealthrankings.org/MO/Obesity
5. A Growing Problem: What Causes Childhood Obesity. (2013, April 17). Retrieved March 1,
2015, from (http://www.cdc.gov/obesity/childhood/problem.html)
americashealthrankings.org/MO/Smoking
americashealthrankings.org/MO/Smoking
8. McKee, T. (n.d.). Volunteer Power: Why People Volunteer. Retrieved March 19, 2015, from
http://www.volunteerpower.com/articles/why.asp
9. Kaljundi, J. (2014, August 27). 10 Ways to Improve Internal Communications - Weekdone.
Retrieved April 15, 2015, from https://blog.weekdone.com/10-ways-improve-internalcommunications/
110
10. Winfrey, G. (2014, November 14). 10 Ways to Build Strong Teamwork (Infographic).
Retrieved March 7, 2015, from http://www.inc.com/graham-winfrey/10-ways-to-improveinternal-communication.html
11. Newsletter Inspiration for Nonprofit Organizations. (2012, September 13). Retrieved March
12, 2015, from http://blog.mailchimp.com/newsletter-inspiration-for-nonprofit-organizations/
12. 10 e-Newsletter Best Practices for Nonprofits. (2014, September 28). Retrieved March 12,
2015, from http://www.nptechforgood.com/2014/09/28/10-e-newsletter-best-practices-fornonprofits/
13. Koyen, J. (2009, January 1). Business Meetings: The Case for Face-to-Face. Retrieved March
17, 2015, from http://images.forbes.com/forbesinsights/StudyPDFs/Business_Meetings_
FaceToFace.pdf
14. Anderson, R. (2012, September 26). Collaboration Best Practices - 3 Reasons Why Most
Meetings are Pointless. Retrieved March 20, 2015, from http://blogs.atlassian.com/2012/09/
collaboration-best-practices-3-reasons-most-meetings-are-pointless/
15. Missouri Foundation for Health. (n.d.). Retrieved March 25, 2015, from https://www.mffh.
org/(http://www.washingtonpost.com/business/on-small-business/small-business-advice-howto-establish-a-recruiting-process-and-develop-a-culture/2014/01/29/77932de2-88f9-11e3-833c33098f9e5267_story.html)
16. Caldwell, A. (2013, November 11). Above the Fold vs. Below the Fold: Everyone Scrolls.
Retrieved March 11, 2015, from http://brolik.com/blog/above-the-fold-vs-below-the-foldeveryone-scrolls/
17. MOPHA - Missouri Public Health Association. (n.d.). Retrieved March 15, 2015, from
http://www.mopha.org/
18. Nielsen, J. (2001, June 10). Nielsen Norman Group. Retrieved March 5, 2015, from http://
www.nngroup.com/articles/avoid-pdf-for-on-screen-reading/
111
19. Gube, J. (2011, September 12). 7 Best Practices for Improving Your Websites Usability.
Retrieved March 13, 2015, from http://mashable.com/2011/09/12/website-usability-tips/
20. Herbert, T. (2013, September 23). The Value Of Networking Through Professional
Organizations. Retrieved March 19, 2015, from http://www.ha-inc.com/blog/entry/valuenetworking-through-professional-organizations/
21. Sheth, R. (2014, January 29). Small business advice: How to establish a recruiting process
and develop a culture. The Washington Post. Retrieved March 10, 2015, from http://www.
washingtonpost.com/business/on-small-business/small-business-advice-how-to-establish-arecruiting-process-and-develop-a-culture/2014/01/29/77932de2-88f9-11e3-833c-33098f9e5267_
story.html
22. Member Recruitment: How Do You Attract Younger Members to Your Association?
(2013, September 17). Retrieved March 12, 2015, from http://www.webbrightservices.com/theassociation-blog/bid/118470/Member-Recruitment-How-Do-You-Attract-Younger-Members-toYour-Association
23. Duckworth, H. (n.d.). 11 Ways to Attract Younger Members. Retrieved March 26, 2015, from
http://www.realtor.org:8119/articles/11-ways-to-attract-younger-members
24. Cooper, M. (2011, April 29). News We Can Use: Poll Shows Importance of Networking
for No Regrets Retrieved April 15, 2015, from http://www.forbes.com/sites/work-inprogress/2011/04/29/news-we-can-use-poll-shows-importance-of-networking-for-no-regrets/
TACTICS
26. Winfrey, G. (2014, November 14). 10 Ways to Build Strong Teamwork (Infographic).
Retrieved March 7, 2015, from http://www.inc.com/graham-winfrey/10-ways-to-improveinternal-communication.html
27. Hendricks, D. (2015, February 11). Understanding The Full Impact Of Web Design On
SEO, Branding, And More. Retrieved April 20, 2015, from http://www.forbes.com/sites/
drewhendricks/2015/02/11/understanding-the-full-impact-of-web-design-on-seo-branding-andmore/3/
28. Rosensteel, S. (2013, January 28). Why Online Video Is Vital For Your 2013 Content
Marketing Objectives. Retrieved April 16, 2015, from http://www.forbes.com/sites/
seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketingobjectives/
INSIGHTS
25. Volunteer Power: Why People Volunteer. (n.d.). Retrieved April 17, 2015, from http://www.
volunteerpower.com/articles/why.asp
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ACKNOWLEDGMENTS
TEAM VERVE
Wed like to give our appreciation to Donna Mehrle for

providing resources and acting as a liaison between VERVE and
MoCAN. Thank you so much to all MoCAN members who
participated in our surveys and interviews.
Thank you to Holly Higginbotham for her constant guidance
and encouragement throughout the semester. Thank you to
Jon Stemmle for his time and expert knowledge on strategic
communication and MoCAN.
Team VERVE would also like to thank Jenna Allison
Photography for donating her time and talents to us during
our photoshoot.
VE
Thank you again,

Caroline, Amy, Savannah, Emily, Valirie and Nicole
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Caroline is Verves fearless leader who won our

group over the first time she suggested having group
meetings that involve tacos. As Verves account
executive, she keeps the whole show running. Thats
no small task, but recently Caroline has been finding
some zen in hot yoga classes.
Caroline hails from the northwest suburbs of
the Windy City, but shes been all over. In NYC she
interned for Rent the Runway, and in Buenos Aires
she worked for an arts and culture magazine. Here
in Columbia she studies Strategic Communication
with an emphasis in Public Relations and minors in
drinking tea and watching Mad Men.
Caroline
After graduation, Caroline aims to start a career

in Public Relations in Chicago, with goals down
the road that include: working at a startup for a few
years; working abroad for a European company; and
eventually becoming a VP of PR or Marketing for a
large firm.
CAROLINE FEDERER
ACCOUNT EXECUTIVE
116
Amy is our Account Planner and master of all

things research. Her bucket list, in no particular
order, consists of traveling Europe and Southeast
Asia and mastering the ability to make the perfect
pancake every time. Amys day jobs include Strategic
Communication student with a business minor,
as well as content strategy intern at Lift Division,
a Columbia-based inbound marketing firm. Last
summer she was an account service intern for Rauxa,
a print and digital agency in California.
In her spare time, Amy enjoys cooking good
food, watching Chopped and Shark Tank,
and keeping up with the happenings on social
media. She is a Wisconsin native and is stellar at
paddleboarding on those Wisconsin lakes.
amy
After graduation, Amy looks forward to setting

off to a new, not-yet-determined city, and working
for an advertising agency in account services.
AMY SAYERS
ACCOUNT PLANNER
117
Savannah is our self-proclaimed Art Girl whos

always on the go. Really thoughshe devotedly tracks
her daily number of steps with the iPhone Health
app, and the results are impressive. Theyre almost as
impressive as her dedication to watching HGTV. (Ask
her about any episode of Property Brothers shes
seen every one).
savannah
Savannah was born in South Florida and raised

in Cleveland before she landed at Mizzou to study
Strategic Communication with a minor in Art. Shes
been a Creative Communications Intern for Lilly
Pulitzer, where she was given her monogrammed
water bottle that we all covet. Shes also put her
creative mind to work as a Content and Copywriting
Intern at Scout & Nimble. Currently, shes the
Communications Intern at the University of Missouri
Center for Agroforestry.
After graduation, Savannah hopes to to tell stories
through words and visuals. And to be able to cook
more than just grilled cheese.
SAVANNAH KANNBERG
ART DIRECTOR
118
Emily cant go to Luckys Market without buying

dark chocolate covered espresso beans. And she cant
last two days without going to Luckys Market. Emily
uses the excuse that caffeine fuels the writers mind
to justify eating so many espresso beans and drinking
three cups of coffee a day.
Even though shes enjoyed two copywriting
summer internships at ad agencies in Boston, Emily
always enjoys returning to the college kid life in
Columbia. She can usually be found at either Ragtag
Cinema or at the Mizzou Rec Center, where she
teaches Pilates and likes to run on the treadmill
when Seinfeld is on TV. Her favorite place to eat in
Columbia, and possibly in the world, is Caf Berlin.
After graduation, Emily cant wait to break into
the Boston advertising world as a copywriter for an
ad agency. Shed also like to become a regular at a
cool coffee shop.
emily
EMILY DIAS
COPYWRITER
119
Valirie hails from the heart of Dallas and is used to

big-city life, but she never tires of finding new things
to explore in Columbia. Shes majoring in Strategic
Communication, minoring in political science, and
living in the Reynolds Journalism Institute. (She does
spend more time in the journalism school than in her
own house.)
Tried as she did to track down the band members
of One Direction while she was interning in London
last spring, she did not find them. Maybe its because
she was busy interning at Beauty and the Dirt, one
of the most-visited womens lifestyle, fashion and
entertainment websites in the UK.
valirie
Here in Columbia, Valirie works in the Journalism

Abroad Global Programs office as a Student Assistant
and Peer Advisor. Shes also had some internships in
Dallas at the Preston Hollow Advocate Magazine and
at the Center for BrainHealth. After graduation, Valirie
hopes to work in magazine writing or public relations in
Dallas, Washington, D.C. or Austin, Texas. Wherever
she is, shed love to incorporate politics into her work.
VALIRIE MORGAN
PR ACCOUNT EXECUTIVE
120
Nicole is a St. Louis native studying Strategic

Communication with a minor in psychology. Shes
an avid runner and loves to take to the MKT
Trail when its nice enough outside. When its not
nice enough outside, she sticks to watching Netflix
indoors instead. Nicole could eat breakfast food
of any kind for every meal. And who could blame
her? But if she had to stick to one food for the
rest of her life, she admits it would be hummus.
Currently, she manages the Facebook and
Twitter accounts for her sorority, Gamma Phi
Beta. As a current media assistant at AdKarma,
Nicole manages revenue reports from its
advertising clients, conducts research for the site
management team, and handles reports for its
publishing partners.
nicole
After graduation, Nicole aims to land a

media sales job. She has the West Coast/best
coast mindset and is applying to companies in
California and Arizona.
NICOLE MILLER
MEDIA PLANNER
121
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Mo CAN

MISSOURI COUNCIL FOR ACTIVITY AND NUTRITION

meet the team

communicated value to people in efficient

20 responses from healthcare professionals

We took a deeper look into MoCANs past

From this primary research, a clearer

Since members are the backbone of

Our campaign focuses on improving three

This research phase led to our big idea,

CHALLENGES MoCAN FACES

for its state. In 2014, average state funding for

directly affecting the pressing health issues of

One of MoCANs main goals is to

Sugary drinks and less healthy foods in

MoCAN has worked to directly combat

Another prevalent health issue is smoking.

The MoCAN members working to

passionate about public health and volunteerism,

A Forbes study asked

Stronger, more meaningful

Ability to read body

More social interaction

More strategic thinking

Communication is key in ensuring

(in this case, members) will work for success if

MoCANs quarterly meetings are the

Ryan Anderson writes in a blog post,

A comparable organization, Missouri

The third function of communication

MoCANs site does contain thorough and

The foremost opportunity to showcase

Jakob Nielsen estimates that web users

Impact; and Ongoing Funding. These pages

In addition to prominent placement of

Mashables 7 Best Practices for Improving Your Websites Usability19

Keep content as concise as

A 58 percent increase in usability can be

Use headings to break up

Readers tend to see pages not as a whole, but

Help readers scan your Web

Use an inverted pyramid style to present

Use bulleted lists and text

According to an eye-tracking study by

Give text blocks spacing

Make hyperlinked text

Margin spacing can greatly affect reading

If possible, make use of link titles that pop

Use visuals strategically

Photos, charts and graphs can be worth a

MoCANs successful initiatives and

In addition to networking, professional

A Hankins & Anderson blog post highlighted:20

Partners and leads for projects can be found.

MoCAN should aim to improve

are some tips for attracting and keeping young

Lack of leadership guidelines in work groups

Connection to the University of Missouri

Website is tough to navigate

Seasonal and Simple phone app

Mail-in membership form process

Contributions to policy changes

A Hankins & Anderson blog post highlighted:20