STRATEGIC COMMUNICATION PLAN

Alzheimers Assistance

2013-14 Year

MAKING THE RIGHT CALLS

A comprehensive, step-by-step communication plan for AARP and the Idaho Alzheimers Association

STRATEGIC COMMUNICATION PLAN

TABLE OF CONTENTS
EXECUTIVE SUMMARY ..................................................................................................................................................................... 2 INTRODUCTION REPORT ................................................................................................................................................................ 3 CLIENT PROFILE ................................................................................................................................................................................. 4 GOALS & OBJECTIVES .................................................................................................................................................................... 5 TARGET AUDIENCE ........................................................................................................................................................................... 6 SPEAKING EVENTS: .......................................................................................................................................................................... 7 BRANDING: ........................................................................................................................................................................................ 8 SOCIAL MEDIA: ................................................................................................................................................................................. 9 PUBLIC SERVICE ANNOUNCEMENT: .......................................................................................................................................... 10 MEDIA CONTACT LIST: ................................................................................................................................................................. 11 HEALTH CARE CONTACT LIST: .................................................................................................................................................... 12 IMPLEMENTATION PROCESS & EVALUATION: ........................................................................................................................ 13 CONCLUSION: ............................................................................................................................................................................... 15 APPENDIX A - SPEAKER EVENTS:................................................................................................................................................ 16 APPENDIX B - INFORMATIONAL FLIER & WEBPAGE SCREENSHOT: .................................................................................. 18 APPENDIX C - SOCIAL MEDIA & MEDICAL FORUM PLAN: ................................................................................................... 21 APPENDIX D - PUBLIC SERVICE ANNOUNCEMENT SCRIPT: ................................................................................................. 28 APPENDIX E - MEDIA CONTACT LIST: ....................................................................................................................................... 30 APPENDIX F - HEALTH CARE CONTACT LIST: .......................................................................................................................... 33 APPENDIX F - CALENDAR 2013-2014: ..................................................................................................................................... 47

Page 1

STRATEGIC COMMUNICATION PLAN

EXECUTIVE SUMMARY
Implementing the strategies and tactics specified in this plan will help the Idaho Alzheimers Planning Group (IAPG) reach the goals they have established for the 2013-2014 calendar years. Each strategy will lead toward achieving the overall goal of making the 2-1-1 Idaho CareLine the primary point of contact for Alzheimers information in state of Idaho. This goal will be ultimately measureable through reaching and exceeding set objectives to: 1. Inform a minimum of 6 out of every 10 (60%) dominant media outlets, caregivers, physicians, and those affected by the disease in the five regions of Idaho of the 2-1-1 Idaho Careline. 2. Increase calls to the 2-1-1- CareLine relating to Alzheimers assistance by 300% to 1,200 in a 12-month time frame, or 100 per month. Strategies to meet these objectives include: 1. Engaging Dr. Troy Rohn as the premier Alzheimers and aging researcher in the state to educate the Idaho public on the disease and access to the 2-1-1 Idaho CareLine 2. Building brand awareness and visual identity while associating 2-1-1 Idaho CareLine with Alzheimers assistance 3. Engaging in medical forums and social media efforts to educate those in the state of Idaho about Alzheimers assistance available through the 2-1-1 Idaho CareLine 4. Regularly producing and releasing informational public service announcements using notable individuals from the state of Idaho as spokespersons that connect the 2-1-1 Idaho CareLine and Alzheimers assistance programs 5. Utilizing the master health-provider database to maintain contact with and to distribute marketing materials to hospitals, nursing homes, private practices, and caregiving firms

What to expect
Following the initial release of Governor Otters PSA, 2-1-1 Idaho CareLine and the Idaho Alzheimers Association should anticipate an increase in Alzheimers-related calls and requests. After the initial spike, expect calls to taper back down to their regular levels before slowly climbing to the objective level of 100 Alzheimers related calls per month. This process should take two to three months before consistently meeting or exceeding expected levels.

When to evaluate
Constant evaluation is vital to successfully running any conventional communication plan. In addition to monitoring day-to-day use, it is important to keep sight of activities and outcomes as they relate to overall goals and objectives by taking comprehensive measurements at specific points over the next year. These milestone evaluations should be made at: 1. Three months 2. Six months 3. Eight months 4. 12 months After each evaluation is reviewed, plans should be adapted to capitalize on successful strategies and to adjust and improve those that are less successful.

Page 2

STRATEGIC COMMUNICATION PLAN

INTRODUCTION
This report is a comprehensive communication plan prepared for the Idaho Alzheimers Planning Group (IAPG) and the American Association of Retired Persons (AARP) to help increase Alzheimers awareness and treatment in Idaho. The 2-1-1 Idaho CareLine is a health and human service communication portal, which will now function as a centralized portal for aid and information on Alzheimers disease and other dementias. This plan is intended to increase use of the 2-1-1 Idaho CareLine as an Alzheimers resource in order to increase overall Alzheimers awareness, treatment, and support for those caring for people with Alzheimers. The 2-1-1 Idaho CareLine received approximately 400 Alzheimers related calls last year. With the 26,000 residents affected by Alzheimer's in the state of Idaho, this proportion is simply too small. This 12-month comprehensive communication plan can be used to rectify this situation. The report contains campaign goals and objectives, information on target audiences, strategies and tactics for reaching these audiences, an implementation plan for sequencing efforts, evaluation recommendations for ongoing measurement and maintenance, and support materials such as contact lists and calendars to aid in implementation. This report was prepared by the Public Relations Student Society of America (PRSSA) chapter at Boise State University. PRSSA at Boise State University is a pre-professional, student-run organization that provides students with hands-on public relations experience. PRSSA at Boise State University is focused on ethical decision-making and teaches members how to build and cultivate professional, business-oriented relationships with local, regional, national, and international public relations practitioners. PRSSA at Boise State has an extensive portfolio of experiences from start-up brand management to chapter fundraising, on-campus event planning and national campaigns. PRSSA members are not your average college students. They are the leaders of tomorrow, focused on the communities of today.

Page 3

STRATEGIC COMMUNICATION PLAN

CLIENT PROFILE

Alzheimers Assistance

2-1-1 Idaho CareLine

The 2-1-1 Idaho CareLine is a free, statewide referral service that provides contact information and community resources to residents in need. The CareLine has contact information for over 3,400 different programs and organizations throughout Idaho and helped over 162,500 people in the 2012 state fiscal-year. 2-1-1 provides a three-step process for those requesting Alzheimers assistance. These levels are providing contact information for the Idaho Alzheimers Association, a direct-mail packet of informational pamphlets and a warm transfer to the National Alzheimers Association where callers can speak with a masters level counselor trained in Alzheimers support.

Idaho Alzheimers Planning Group (IAPG)

The IAPG is an oversight group founded and made up of educators, researchers, experts, and administrators from around the state of Idaho that strives to educate the citizens of Idaho about Alzheimers and its effects. The mission of the IAPG is to improve programs in prevention, diagnosis, and treatment for caregivers and those affected by Alzheimers.

American Association of Retired Persons (AARP)

AARP Idaho is a non-profit organization that works for the citizens of Idaho, age 50 and older, advocating for political gain, health and welfare programs, and safety measures that will enrich the lives of citizens statewide. AARP Idaho focuses on researching the needs, interests, and concerns of Idahoans age 50 and older. AARP national media currently offers AARP Magazine, AARP TV & Radio and AARP Books.

Page 4

STRATEGIC COMMUNICATION PLAN

GOALS & OBJECTIVES

Goals
To make the 2-1-1 Idaho CareLine communication portal the primary point of contact for Alzheimers information and treatment resources in the state of Idaho.

Objectives
1. Inform a minimum of 6 out of every 10 (60%) dominant media outlets, caregivers, physicians, and those affected by the disease in the five regions of Idaho of the 2-1-1 Idaho Careline as a resource for Alzheimers assistance. 2. Increase calls to the 2-1-1- CareLine relating to Alzheimers assistance by 300% to 1,200 in a 12-month time frame, 100 per month.

Buzz Words For every action taken, keep these buzz words in mind: VISABILITY & SIMPLICITY

Page 5

STRATEGIC COMMUNICATION PLAN

TARGET AUDIENCES
Who: Physicians Why: To use 2-1-1 as the next-step resource and referral tool for patients and family members affected by Alzeimers or other dimentias

Who: Caregivers Why: To use 2-1-1 as a resourceful tool to help their loved ones affected with Alzheimers

Who: Media members Why: To use 2-1-1 as a noteworthy topic of discussion in reports/articles

http://blog.aventurahospital.com/2012/09/13/

Page 6

STRATEGIC COMMUNICATION PLAN

SPEAKING EVENTS
Introduction
Education is more effective when it involves a clear delivery from one person to the next. In order to optimize the potential of interpersonal interaction, a series of speaking events can educate large groups of people while requiring minimal output. An effective way to educate others is through face-to-face communication. Having the message you are sending be received with the impact that you intended is more effective when it involves a clear delivery from one person to the next.

Dr. Rohn
Dr. Troy Rohn is a professor of biology at Boise State University, contributes to the IAPG, and is the primary expert and researcher of Alzheimers and other dementias in the State of Idaho. Dr. Rohns laboratory work is currently and primarily concerned with neurodegenerative diseases and external factors affecting this phenomenon. He and his research assistants are considered as one of the top research groups in the country focusing on Alzheimers and other dementias, receiving top-level funding from multiple international governments and private firms all over the world and contributing to 46 different publications on the subject. Dr. Rohn earned a B.S in Physiology from the University of California at Davis in 1990 followed by a Ph. D. in Pharmacology from the University of Washington in 1994. Following his formal education, Dr. Rohn continued his research in aging in Paris, France, Bozeman, Montana, and at the University of California at Irvine.

Tactic
o Engage Dr. Rohn to speak at 5 health-associated events, 1 per each region, annually. North: North Central: Southwest: South Central: Southeast:

Gauging Success
By having Dr. Rohn engage in five speaking programs in Idaho one per region - one calendar year from the start of implementation, the number of calls can be expected to increase to the 2-1-1 Idaho CareLine relating to Alzheimers with each engagement. Success can be gauged by the number of speaking engagements confirmed, attended and the attendance at each engagement. Face-to-face communication and promotion of the 2-1-1 Idaho CareLine as an Alzheimers reference can correlate to the amount of calls 2-1-1 will receive. See Appendix A for exact dates and locations of events.

Page 7

STRATEGIC COMMUNICATION PLAN

BRANDING
Introduction
Branding is the most efficient way for a company or organization to express its culture, values and services. A brand is the companys face to the world and is how its audiences view the organization. Promoting brand awareness and visual identity of the Alzhiemers Association and 2-1-1 Idaho CareLine will help caregivers, physicians and those affected by the disease see how the two are associated.

Objectives
Visually affiliating Alzheimers assistance with 2-1-1 Idaho CareLine will help residents of Idaho affected by Alzheimers make the association between the two.

Tactic
Establish a brand identity with a new logo/slogan Consolidate the informational resource to one link creating a central webpage o http://www.Idahoalz211.org By creating Idahoalz211.org as the new portal for all Alzheimers resources the target audience will have easier access to the information. Links to 2-1-1 social media platforms are also included. Branding 2-1-1 Visually associate 2-1-1 Idaho CareLine as a resource for Alzheimers Assistance. Informational flier The original informational flier, dense with text, was consolidated to one URL for simplicity. This flier can be resized for use as magnets, refrigerator calendars and other marketing materials.

Gauging Success
In order to gauge success, base organizational goals on the material listed below Number of calls made to center Number of hits on centralized website Digital requests for more information

See Appendix B for the informational flier and webpage screenshots

Page 8

STRATEGIC COMMUNICATION PLAN

SOCIAL MEDIA
Introduction
Technology is changing the nature of health care and human services. News and information must be instantly available and constantly updated. Perpetual digital discussion between organizations and their audiences is replacing traditional media and those organizations resisting the trend are at a disadvantage. Social Media is changing the nature of health care interaction between consumers, patients, community and the health organizations. It is all about sharing, especially when it comes to sharing resources. By taking part in the social media atmosphere you can help to educate the public about the 2-1-1 CareLine and Alzheimers by reaching a variety of different publics. Facebook and Twitter will provide the easiest access to some of the target audiences that will benefit from Alzheimers information and resources.

Tactic
Social media provides an area for targeted audiences to have open discussion with organizations and like-minded individuals. By following the social media and medical forum plan attached, informal and formal discussions will begin between 2-1-1Idaho CareLine and its audiences. Using this platform to establish credibility and show culture, audience members will become comfortable reaching out for help and are encouraged to call the 2-1-1 Idaho CareLine for Alzheimers assistance. This influx of calls is anticipated two months following the official implementation.

Social media requires consistent monitoring and ongoing maintenance to be successful. The following plan provides:
Best times for posting on social media sites Sample posts for Twitter and Facebook List of affiliated organizations to follow on social media sites Definitions of common social media phrases Alzheimers related forums that can be used to promote the 2-1-1 CareLine

Gauging Success
In order to gauge success, base organizational goals on the material listed below o Social Media Sites Number of Twitter social responses (retweets/favorites/mentions) Number of Facebook social responses (likes/comments) o Forum Number of hits on each post Number of comments posted in response to each post See Appendix C for the Social Media Plan and Medical Forum Plan

Page 9

STRATEGIC COMMUNICATION PLAN

PUBLIC SERVICE ANNOUNCEMENT

Introduction
Public service announcements (PSA) are used through multimedia platforms including radio and television. These 30 and 15 second informative pieces are efficiently produced as a service to inform citizens via public television and radio networks. Using popular figures is the most effective way of grabbing and holding the attention of the desired audiences driving an actionable response through a call to action.

Tactic
The public service announcements, in conjunction with 2-1-1 Idaho CareLine branding efforts, is the backbone of the entire campaign to inform Idahoans of the association between 2-1-1 and Alzheimers assistance. Using local figureheads from each region, as spokespersons for PSAs will create a personal connection to the residents of each region, easing their initial tensions to call for help. With Governor Butch Otters PSA already filmed and undergoing post-production edits, the campaign is swiftly taking shape. With each public service announcement released including a bold call to action, expect temporary bursts of increased call volume. These influxes are expected within one month of each PSA airing in desired regions.

Television and radio public service announcements

o A variety of spokespersons should be used to create six separate public service announcements Informational Idahoans that could act as a spokesperson for Alzheimers might include; Governor Otter, Coach Pete and Kristen Armstrong o See page # for list of contacts Fill-in-the-blank template for future PSA creation o Six scripts enclosed (see page [#]) to choose from for future PSAs o PSA with Governor C.L. Butch Otter as spokesperson recorded on 3/7/2013

Gauging Success
Increased number of 2-1-1Idaho CareLine calls, website visits and social media hits. See Appendix D for Public Service Announcement Scripts

Page 10

STRATEGIC COMMUNICATION PLAN

MEDIA CONTACT LIST

Introduction
This list provides media contact information for each region in Idaho.

See Appendix E for the Media Contact List

Page 11

STRATEGIC COMMUNICATION PLAN

HEALTH CARE CONTACT LIST

Introduction
A comprehensive database is essential to driving success in any communication campaign. Without the essential compilation of phone numbers, addresses, and points of contact for various hospitals, nursing homes, caregivers, and private practices, all directional advertising, promotion, and overall communication efforts will fall on deaf ears. Compiling an easily pilotable list simplifies distribution of materials and creates clear lines for two-way, professional communication.

Tactic
The following health care contact list simplifies distribution of materials and creates clear lines for twoway, professional communication. The list of hospitals, nursing homes, caregiving firms, and private practices provides a simple statewide database for distribution of information and materials. Over 100 health-service providing entities are listed. Each one should receive an informational flier and contact information. Physician referrals and caregiver calls to 2-1-1 Idaho CareLine can be expected to increase one month into implementation. Regionally-sorted contact database includes: o 25 hospitals o 30 nursing homes o 15 caregiving firms o 50 private practices in Idaho This list will serve as the master list for regional contacts and distribution of Alzheimer related materials

Gauging Success
In order to gauge success, base organizational goals on the material listed below o Number of calls made to center o Request for additional materials o Direct contact from health service providers

See Appendix F for Public Service Announcement Scripts

Page 12

STRATEGIC COMMUNICATION PLAN

IMPLEMENTATION PROCESS
Timing
Following the above strategies is the most effective and efficient way to achieve the mutual goals set forth. Timing of implementation is as important as any individual strategy listed above. Below is a calendar with suggested dates for implementation of all activities related to promoting the 2-1-1 Idaho CareLine as the premier information portal and referral service for Alzheimers assistance in the state of Idaho. It is recommended to implement this plan in its entirety no later than May 1st, 2013. May begins summer fundraising season and it would be very beneficial to be established before the commercial airspace becomes too clouded with noise from other organizations. May 1st should be the official launch of Governor Otters PSA. Prior to the release of the PSA, however, should be the launch of the website, beginning of social media, and mailing of the informational flier. It is recommended to begin this process on April 15th allowing two weeks to smooth any technical difficulties and allow time for mail to travel. See Appendix G for Calendar

EVALUATION
Evaluation is the most important portion of any strategic communication campaign. Constant evaluation should take place to ensure that efforts can be tailored to the present situation. Each strategy listed in the plan above lists measurables to use for evaluation. These include: Number of speaking engagements completed by Dr. Rohn, and attendance at these events Number of calls made to 2-1-1 Idaho CareLine Hits on centralized webpage Number of Likes, Shares, and Comments on Facebook and individual statuses Number of Followers, Retweets, Favorites, and Replies on Twitter Number of Medical Forum post-views and comments within posts Number of unpaid media placements

These factors will need to be evaluated through the parties collecting the data: 1. Dr. Rohn must coordinate with the various health engagements to record attendance at his speaking engagements. 2. Extensive cooperation with 2-1-1 Idaho CareLine will be needed on a daily basis, as increasing their Alzheimers call volume is a primary objective. 3. Webpage hits will be measured by a Wordpress counter provided on the site 4. Facebook social interaction is measured in the administrative panel of the Facebook account homepage 5. Twitter social interaction is measured through change in followers, mentions, trends, and through analytics.twitter.com

Page 13

STRATEGIC COMMUNICATION PLAN

6. Medical forum post interaction is measured through each individual forum interface. There are counters for each post that display views and comments 7. Unpaid media placements are measured through Google alerts that are set up through Gmail accounts. The evaluator tells Google what to report and when information is uploaded online with the specific words or phrases, an alert is sent to the desired Gmail account.

When To Evaluate
With this evaluation happening every minute of interaction on these mediums, it is important to keep sight of over-arching activities and outcomes as they relate to the overall goals and objectives of the campaign. These milestone evaluations should be made at: 1. One Month a. Look for a temporary spike in call volume to 2-1-1 as a response to the Governors PSA and mail distribution b. This call volume should then decrease back to normal levels 2. Three months a. Look for call volume to be steadily increasing back up after the initial one month spike b. Following second PSA release, expect a smaller spike before normal call volume increases resume c. Dr. Rohn has spoken at two speaking engagements 3. Six months a. Anticipate call volume to be 60% (720) of total call volume goal of 1,200. b. 300 Facebook Likes on Facebook Page c. 100 Followers on Twitter d. Dr. Rohn has spoken at three speaking engagements 4. Eight months a. Expect call volume to be near 1000 total calls b. 500 Likes on Facebook c. 150 Followers on Twitter d. Dr. Rohn has spoken at four speaking engagements 5. 12 months a. 1200 calls made to the 2-1-1 Idaho CareLine b. 600 Likes on Facebook c. 200 Followers on Twitter d. Dr. Rohn has spoken at five speaking engagements

Page 14

STRATEGIC COMMUNICATION PLAN

CONCLUSION
It is the goal of this communication plan in conjunction with the efforts of contributing entities to establish the 2-1-1 Idaho CareLine as the primary point of contact for Alzheimers information and treatment referrals in the state of Idaho. Using the aforementioned strategies to achieve objectives, evaluation milestones to measure objective achievements, and collaborative, cohesive communication between the IAPG and its target audiences, this communication plan will reach its goal and continue to produce long-lasting, meaningful results for those affected by Alzheimers in the state of Idaho. It has been the pleasure of the Public Relations Student Society of America (PRSSA) chapter at Boise State University to present this communication plan to the IAPG, 2-1-1 Idaho CareLine, AARP Idaho, The Idaho Alzheimers Association, and other parties involved. As a student-run, pre-professional organization, PRSSA at Boise State strives to gain hands-on experience with projects at the campus, local, state-wide, regional, and national level. PRSSA at Boise State would like to thank Mr. Michael Berlin for the opportunity to contribute to such a meaningful and important project as well as Randy Simon from AARP Idaho for his oversight as the main point of contact between PRSSA and the IAPG. Please direct any further questions or comments to PRSSA at Boise State University. The executive board at PRSSA at Boise State can be reached by: Email: BoisestatePRSSA@gmail.com Facebook: www.facebook.com/prssa.bsu Twitter: @BoiseStatePRSSA

PRSSA at Boise State University Spring 2013

Page 15

STRATEGIC COMMUNICATION PLAN

APPENDIX A HEALTH CARE EVENTS

Page 16

STRATEGIC COMMUNICATION PLAN

Family Caregiver Conference: Southwest Region

Boise State University January 26 Contact: 208-333-1363

Health & Wellness Fair: Get Moving North Central Region

Lewiston Center Mall February 23 Contact Karry Hasenorehrl: 208-413-3234

Pocatello Health Fair South Central Region

Idaho State University March 21-22 Contact Stephen Wright: 208-282-2325

16 t h Annual Sun Valley Wellness Festival North Central Region

Sunvalley May 23-27 Contact: www.sunvalleywellness.org

University of Idaho 24 t h Annual Health & Recreation Fair North Central Region
Moscow August 2013 Contact: 208-885-4104

Eastern Idaho State Fair South Central Region

Idaho Falls August 31 Contact: 208-785-2480

360 Health & Wellness Fair North Region

Coeur d'Alene September 21 Contact: 208-667-5015

Page 17

STRATEGIC COMMUNICATION PLAN

APPENDIX B WEBPAGE SCREENSHOT & INFORMATION FLIER

Page 18

STRATEGIC COMMUNICATION PLAN

CENTRAL WEBPAGE

New portal for all Alzheimers resources with easier access to information .
http://www.Idahoalz211.org Login infoUsername: Ibhmb Password: ellieis87

Page 19

STRATEGIC COMMUNICATION PLAN

APPENDIX C SOCIAL MEDIA & MEDICAL FORUM PLAN

Page 20

STRATEGIC COMMUNICATION PLAN

SOCIAL MEDIA PLAN Social Media is changing the nature of health care interaction between consumers, patients, community and the health organizations. It is all about sharing, especially when it comes to sharing resources. By taking part in the social media atmosphere you can help to educate the public about the 2-1-1 CareLine and Alzheimers by reaching a variety of different publics. Facebook and Twitter will provide the easiest access to some of the target audiences that will benefit from Alzheimers information and resources.

Facebook Posts: Email: idaho211careline@gmail.com Password: 211careline For an in depth look at how to use Facebook go to: http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm Popular times to post: 5 pm Sample Posts: From March 3-16 all Marshalls stores are teaming up to help raise money to fight Alzheimers disease! At check out customers can donate a dollar to help find a cure! Alzheimers disease is the 6th leading cause of death in the US. Help a loved one by knowing the signs! One in eight older Americans (65+) has Alzheimers disease. Learn more on how to help yourself or a loved one by visiting alz.org Are you someone living with Alzheimers disease? Youre not alone! Visit alz.org and follow the Life with ALZ link to read other peoples personal stories! www.alz.org Stolen Moments is a book that combines a collection of stories from people who have suffered from Alzheimers disease. It is motivational and heartwarming for those affected by the disease. Are you a doctor in need of service learning hours, or know someone who is? Come out to ___and listen to Dr. Troy Rohn speak out Alzheimers disease on___ at___! 2-1-1 is Idahos very own Alzheimers CareLine! Call anonymously with any questions and we will connect you with answers! People caring for loved ones with Alzheimers disease experience challenges every day. www.alz.org has a page specifically for caregivers. Here you will be able to access dayto-day help and information! There is also information for support groups and more!

Page 21

STRATEGIC COMMUNICATION PLAN

Have you called Idahos 2-1-1 CareLine? With over 3,000 resources, we are here to assist you! Do you know the ten warning signs of Alzheimers disease and other dementias? Follow this link to learn them! http://www.alz.org/alzheimers_disease_know_the_10_signs.asp Forum.alzheimers.org is a great place for both caregivers and those diagnosed with Alzheimers to post their questions and personal stories. Check out their page and post about your own experience! Join the Alzheimers Association and thousands of others on June 21st to celebrate the longest day of the year and help raise money to end Alzheimers disease! From sunrise to sunset honor those who are living with the disease as well as their caregivers! To learn more and register visit http://thelongestday.alz.org The number of Alzheimers cases in the state of Idaho is expected to double by 2025. Help a loved one today just by dialing 2-1-1, Idahos very own Alzheimers CareLine! People with Alzheimers dont have to stop doing the activities they love. Here is a link to some helpful tips on how to keep them engaged! http://www.alz.org/care/alzheimersdementia-activities.asp Earlier this year Scentsy released its 2013 Charitable Cause Warmer: Forget-Me-Not! Proceeds from this warmer will benefit the Fischer Center for Alzheimers Research Foundation. To learn more about charitable causes Scentsy offers go to www.scentsyfamilyfoundation.org!

Engaging with others through Social Media: Once youve created your social media accounts, its important to extend out to like-minded businesses and organizations to help expand 2-1-1 CareLines presence online. By connecting with these groups, you will be able to share knowledge and resources, which in turn will increase your followers. Included is a list of possible organizations that would be beneficial to follow on Twitter and Like on Facebook. You can find these organizations by using the search engines on both Facebook and Twitter and clicking the like or follow buttons respectively. Twitter @alzheimerssoc @CureAlzheimers @alzassociation @Alzheimersinfo @Caregiverforum @Alzheimersline @AD_Research Facebook AARP-National AARPIdaho Alzheimers Association Alzheimers Team Alzheimers Asso: The Longest Day

Page 22

STRATEGIC COMMUNICATION PLAN

Alzheimers Society Alzheimers Assoc: Greater Idaho Alzheimers Idaho Boise Counseling Center Blue Cross of Idaho Foundation for Health Healthy Idaho Mental Health America By following and Liking these organizations, their stories will appear in your feeds and you will be able to tweet directly at them and write directly on their Facebook wall. This will allow you to share any type of information regarding Alzheimers to a broader public. By posting and tweeting at these organizations, you can create discussion with the potential to gain national recognition. For additional ideas on how to interact with your followers here are some examples of hospitals that are showing inspiring social media strategies. 1. Mayo Clinic 2. Rush University Medical Center 3. Massachusetts General Hospital 4. Scott & White Health Care 5. Nebraska Medical Center 6. University of California San Francisco Benioff Childrens Hospital 7. WakeMed Health & Hospitals 8. Texas Health Resources 9. Geisinger Health System 10. Henry Ford Hospital 11. Scripps 12. Childrens Hospital Boston 13. Sarasota Memorial Hospital 14. Greater Baltimore Medical Center 15. Inova Health 16. Childrens Medical Center Dallas 17. University of Buffalo School of Medicine and Biomedical Sciences 18. St. Lukes Cedar Rapids 19. Southcoast Health System 20. Barnes-Jewish Hospital (http://prdaily.com/Main/Articles/10655.aspx#)

Page 23

STRATEGIC COMMUNICATION PLAN

Twitter: @id211careline Password: 211careline For an in depth look at how to use Twitter go to: http://computer.howstuffworks.com/internet/tips/how-to-use-twitter.htm Popular times to post tweets: 1 pm Instructions for linking Facebook and Twitter accounts: 1. Sign into your Twitter account 2. Click on your username at the top left corner of the page. 3. Click on Edit your profile in the top right corner of the page 4. At the bottom of the page there will be a button that says Posts Tweets to the Facebook, click it. 5. Then it will ask you to sign into Facebook. 6. Done! Linking your Twitter and Facebook accounts will allow everything you post on Twitter to also be posted to Facebook giving you twice the amount of posts on Facebook. However it only allows 140 characters per post and most Facebook posts are longer than that. Useful Twitter Lingo: Hashtags(#): the # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages. Hashtags allow your tweets to show up more easily in Twitter Searchs. Clicking on a hashtagged word in a message shows you all other tweets in that category. They can occur anywhere in the tweet. It is important to note that when using hashtags you do not put any spaces between the words. *Exmple: #Call211 #AlzIdaho #AlzInfo

Sample Tweets: Need Alzheimers resources? Call Idahos 2-1-1 CareLine for more information With over 3,000 resources available, 2-1-1 is here to help you! One in eight older Americans is diagnosed with Alzheimers disease. Have questions about Alzheimers disease? Visit alz.org An estimated 5.4 million Americans have Alzheimers disease. The 2-1-1 CareLine is here to help you get more information!
Page 24

STRATEGIC COMMUNICATION PLAN

Need information caring for a loved one with Alzheimers? Call us for assistance! Help a loved one today by calling 2-1-1 for Alzheimers resources Dr. Troy Rohn will be appearing at (location) on (date) at (time). Come listen for information on Alzheimers. Idaho is expected to experience a doubling in the number of Alzheimers cases. Help you loved ones by becoming educated! Alzheimers is currently the 6th leading cause of death in the US. Call us for answers to all your questions Over 15 million Americans are providing unpaid care to people with Alzheimers. Prefer to chat anonymously? Give 2-1-1 a call! If you or a loved one has been affected by Alzheimers disease feel free to give us a call for helpful information! Are you caring for a loved one with Alzheimers? Youre not alone! Nearly 15 million Americans are as well. Visit forum.alzheimers.org to read personal stories about living and dealing with Alzheimers disease!

Page 25

STRATEGIC COMMUNICATION PLAN

MEDICAL FORUMS
Forums are online bulletin boards designed for the exchange of ideas on a particular topic. There are several forums related to Alzheimers disease that can be used as a platform to promote the 2-1-1 CareLine as a resource for this disease. This list of medical forums is very important in reaching out to caregivers and family members of those diagnosed with Alzheimers. Many people on these forums are looking for answers as well as people to connect with. Ways to utilize forums are: Answer posed questions Offer tips for support Include links to 2-1-1 website Post about how calling 2-1-1 can help

RELATED MEDICAL FORUMS: 1. 2. 3. 4. 5. 6. 7. 8. agingcare.com/Alzheimers-Dementia/Questions-1 alzconnected.org caring.com/alzheimers-support doctorslounge.com eMediNews.com healthboards.com mayoclinic.com/health/alzheimers-disease/DS00161/TAB=expertblog mdjunction.com/forums/alzheimers-disease-discussions

SAMPLE POSTS: 1. If youve been feeling lost or helpless when dealing with a loved one that has been diagnosed with Alzheimers, call the 2-1-1 Idaho CareLine. 2-1-1 is a resource that can be used to get in touch with the support you need. Also, if you dont feel like calling, visit our website at: http://www.211.idaho.gov/ 2. The 2-1-1 Idaho CareLine is an extremely helpful resource that can help you with Alzheimers information and get you in touch with local professionals. The 2-1-1 CareLine isnt just limited to Alzheimers information either; it has thousands of resources to help Idahoans with all health and human services. Just pick up the phone and dial 2-1-1. 3. Sometimes there are just too many questions and not enough answers about Alzheimers. The 2-1-1 Idaho Careline is here to help you get connected and get answers. By simply dialing 21-1, one can be immediately connected to assistance with a health and human services specialist that can aid in answering your questions about Alzheimers. 4. Dealing with Alzheimers is hard. It can be even harder if you feel as if you are facing it alone. The 2-1-1 Idaho CareLine is here to help. An information and referral specialist that can answer your questions about Alzheimers and so much more is just a phone call away. Dial 2-1-1 and get the answers you need. 5. A diagnosis of Alzheimers often leaves one feeling scared and unsure of what to do next. The Idaho 2-1-1 CareLine is here to help you get connected to thousands of local resources. Call 2-1-1 to get answers about Alzheimers and so much more.

Page 26

STRATEGIC COMMUNICATION PLAN

APPENDIX D PUBLIC SERVICE ANNOUNCEMENT SCRIPT

Page 27

STRATEGIC COMMUNICATION PLAN

PUBLIC SERVICE ANNOUNCEMENT SCRIPT

Governor Butch Otters PSA: 30 Second:

Getting Idahoans the information they need to stay safe and healthy is important and now its easier than everJust dial 2-1-1At no cost and from anywhere in Idaho the 2-1-1 CareLine will connect you with local programs, resources and services on a variety of issues. This even includes Alzheimers disease. I know how valuable it is for families struggling with this disease to have a place to go to get the help they need2-1-1 is that placecall today.

15 second:
Caring for a loved one with Alzheimers disease is difficult. Finding the resources and help you need shouldnt be For information about Alzheimers disease or other services in your area call the 2-1-1 Carelineits free and its there when you need it.

Radio Scripts: 30 Second:

Every 68 seconds someone in the US is diagnosed with Alzheimers. This disease is the biggest cause of dementia among older people and increasing numbers are diagnosed everyday. If someone you know is struggling with Alzheimers you probably know how difficult this disease can be. But you are not alone. Simply dial 2-1-1 from anywhere in Idaho to be put in contact with our operators who can provide all the information you need. We offer support for dealing with dementia and a variety of mental illnesses. Once again, dial 2-1-1 to reach Idahos care-line, and together we can make Alzheimers more manageable.

15 second:
Do you know someone struggling with Alzheimers? The truth is they are not alone. Every 68 seconds someone in the US is diagnosed. And although there is no cure, there are ways you can help. Simply dial 2-1-1 from anywhere in Idaho to reach our care line and you will be provided with the information and support you need.

RECORDED VERSIONS OF PSA PROVIDED ON FLASH DRIVE

Page 28

STRATEGIC COMMUNICATION PLAN

APPENDIX E MEDIA CONTACT LIST

Page 29

STRATEGIC COMMUNICATION PLAN

APPENDIX F HEALTH CARE CONTACT LIST

Page 30

STRATEGIC COMMUNICATION PLAN

APPENDIX G CALENDAR 2013-2014

Page 31