Northland Freeland Health Care Pitch

PILOT’S MANUAL
Strategic Communication Plan

Prepared for Mid-America Regional Council
William Allen White School of Journalism & Mass Communications

University of Kansas
Strategic Campaigns Class

Spring 2009
Professor: Dr. Mugur Geana
Every communications campaign is a journey. Center World Communications is here to help
you on yours. The first step in any journey is getting off the ground. In this book you will find a
comprehensive road map for your soon to be high flying communications adventure.
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mission
statement
We are passionate people navigating original solutions.
We are a full service agency dedicated to working with principled initiatives.
We are committed to delivering a world-class product and experience.
We are Center World Communications.
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CWC Flight Crew
about us
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CWC
flight crew
Center World Communications is comprised of five graduating seniors from the University of Kansas. The group consists of
Jamie Levy, Jacque Lumsden, Yelena Pavlik, Joseph Schremmer and Sarah Waldschmidt.
Center World Communications’ work ethic and dedication are unquestionable. We are driven and willing to do whatever
it takes to not only complete the task, but also make it something on which we are proud to put our name. We carry this
attitude with us in every aspect of our work. Dedication, composure, and teamwork are what guide us to delivering our
product.
flight crew
Jacque Lumsden- Advertising Director
A senior at the University of Kansas, Jacque is a candidate for degrees in both American Studies and Journalism, with a
concentration in Strategic Communications. When she isn’t studying or coordinating events for the Student Union Activities,
she enjoys eating green beans and playing with her Puggle puppy, Ginsburg (yes, named after the Supreme Court Justice
Ruth Bader Ginsburg).
Jamie Levy- Account Coordinator
Soon to graduate from the William Allen White School of Journalism and Mass Communication, Jamie would like to begin
a career with non-profit organizations. Her candid and often adorable sense of humor is a constant source of relief for our
team. Our team’s gift was actually born on December 25, along with a twin brother, making them two Jews who actually
celebrate on Christmas.
Yelena Pavlik- Public Relations Director
It won’t be long before Yelena uses her two journalism diplomas to take on the world of broadcast journalism. No doubt,
she will grab that industry by the horns, just as she did KU’s student media. As the director of the KUJH newsroom,
director of campus convergence media, Yelena has all the know-how and all the resources to make any idea reality. Careful
brainstorming around Yelena, she may just fill your desk with final drafts before you’re done.
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Sarah Waldschmidt- Creative Director
Another candidate for graduation from journalism, Sarah will receive her degree in Strategic Communications. Sarah is the
emerging media coordinator at a digital marketing firm, In Touch Solutions, making her the only one with any real world job
prospects. Always the best dressed of the team, Sarah often met with us in between fancy balls and exotic galas. KU will be
a little less glamorous without her.
Joe Schremmer- Research Director
Joe will also walk the hill this May, graduating with two degrees in Journalism and Political Science. Although Mr.
Schremmer may be the best writer on the team, he is the only one not pursuing a career in journalism. After winning the
gubernatorial election for the state of Kansas is his political science class, it’s no surprise that Joe will make yet another
name for himself when he attends the University of Kansas School of Law this fall Joe’s consistent patience and courtesy
with his all-female group may not be typical characteristics of an everyday lawyer, but he has certainly proved that chivalry
is not dead.
flight crew
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BOARDING PASS
• Pilot’s Log- (Executive Summary).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7-9

• Point of Departure-(Situation Analysis).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-13
• Northland Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14-23
• Northland Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24-26
• Northland Economy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27-28
• Pre-Flight Checklist- (SWOT Analysis).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29-30
• Desired Destinations- (Goals).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31-36
• Itinerary- (Creative Plan).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37-108
• Landing Proceedures- (Measurements).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109-111
• Estimated Time of Arrival - (Timeline).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112-115
• Travel Costs- (Budget).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .116-120
• Appendix- (Appendix A).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121-128
Pilot’s Log
Executive Summary
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pilot’s
log
Laura McCrary from the Mid-America Regional Council approached our communications firm, Center World Communications,
with the task of creating a strategic communications campaign for four Safety-Net Clinics in the Kansas City Northland.
MARC expressed two goals for the campaign. The goals were:
1. To increase awareness among patients in these Safety-Net Clinics of the clinics’ newly extended hours of
operation.
2. To increase awareness among the larger Northland community of the clinics’ new hours.
executive summary
We began with an extensive secondary research effort. The objective of this research was to place the Northland, its people
and its healthcare facilities into a larger context. Our research team collected and analyzed information from various
government, community and independent sources as well as from other regional healthcare initiatives.
We followed this secondary research effort with our own survey of current Safety-Net patients. The survey was conducted
over the course of two days at the Swope Health Northland Clinic. We collected eighteen viable questionnaires, seven
of which were taken personally through extensive interviews with patients themselves. The results illustrated the
demographics, habits of treatment and media usage of our clinic’s current patients. We analyzed this information to
determine the most effective methods of delivering our message to those patients.
Guided by our research, we have created a comprehensive strategic communications campaign for Northland Safety-Net
Clinics that will completely achieve MARC’s two goals. The plan seeks to accomplish each goal using a combination of
advertising, marketing and public relations objectives.
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Our plan outlines eleven objectives, five under the first goal and six under the second. These objectives are divided
into three kinds: marketing, advertising and public relations. To achieve our first goal, we have outlined two marketing
objectives, one advertising objective and two public relations objectives. To achieve our second goal, we have one
marketing, four advertising and two public relations objectives.
Each objective is achieved through the use of strategies, and each strategy is explained in detail within the plan. The
tangible execution of each strategy is known as a tactic. Each tactic is presented within the plan along with specific
instructions for the tactic’s execution.
Included within the plan is a detailed timeline fore the execution of each strategy and tactic. The plan concludes with
criteria for the evaluation of our objectives’ success as well as detailed budgets for $50,000 and $100,000.
executive summary
Center World Communication’s strategic plan is comprehensive, well researched and fully prepared for deployment.
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Point of Departure
Situation Analysis
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point of
departure
Client Analysis
Mid-America Regional Council

The Mid-America Regional Council is a non-profit association of local governments and municipalities that serves a
substantial portion of the northwest Missouri and northeast Kansas region. MARC, as the organization is commonly known,
serves this region by coordinating transportation as well as centralizing planning processes. These processes attempt to solve
region-wide issues by coordinating efforts between local governments, as well as local non-governmental organizations.
Included among the issues that MARC seeks to resolve is that of a lack of adequate healthcare for many of its region’s people.
As a part of what MARC has declared its “Regional Healthcare Initiative”, it coordinates a series of clinics known as Safety Net
Clinics.
situation analysis
Safety Net Clinics
Safety Net Clinics provide free and low-cost medical care for people who are uninsured or on Medicaid (or some other form
of state provided medical insurance). These clinics serve the Kansas City metro area, including the Kansas City Northland,
located in Platte and Clay Counties, Missouri. In fact, there are four such clinics in the Northland. These are: Swope Health
Northland, the Clay County Public Health Center, Platte County Public Health Department in Platte City and another in
Parkville.
Swope Health Northland
This clinic is one of five Swope Health Clinics located throughout the metro area. The clinic is located in southern Platte
County in the northern portion of Kansas City known as Riverside. The neighborhood of Riverside is home primarily to
low-income, medically underserved people. The clinic itself sees around 1,800 patients per year, with approximately 3,000
doctor’s appointments per year.
Clay County Public Health Center
As its name suggests, this Safety Net Clinic is operated by the Clay County Public Health Department. That means that it is
supported 100% by tax dollars. Located in Liberty, Missouri, about twenty miles northwest of Kansas City, the public health
center is the only Safety Net located in Clay County. This clinic is smaller and sees fewer patients than its counterpart in
Riverside. Furthermore, the public health center is currently unable to take any new patients. As a result, many underserved
residents of Liberty commute Swope (the next closest Safety Net Clinic).
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Platte County Public Health Department – Parkville and Platte City
Like their Clay County equivalent, these two clinics are operated by Platte County’s Health Department, and are therefore
tax dollar supported. Also like the public health center in Clay County, these two clinics are small and currently unable
to accept new patients. The patients that these clinics do serve live primarily in southern Platte County, just north of the
Kansas City metro. Neither Platte City nor Parkville can be considered an “underserved community”; on the contrary,
Parkville, especially, is quite affluent. Despite this logical discrepancy, it is clear that even if the Platte County Public Health
Department’s patients do not live in the same towns as the clinics they attend are located, they do live nearby.
The Client’s Situation

The Safety Net Clinics’ Product
All of the Northland’s four Safety Net Clinics provide primary medical care. Primary care refers to the first medical attention
a patient receives. This often takes the form of a first consultation and treatment, if a more specialized consultation is
situation analysis
not necessary. Patients usually receive primary care from one source over a long period of time. The Northland’s clinics all
provide just this continuity for their patients. The clinics do not provide, however, any kind of urgent or emergency care. This
includes treatment for trauma or severe, acute illness. Each of the four clinics does go a bit beyond primary care by offering
some specialty services. The specialty services that each clinic provides are listed below:

*Family Medicine
*Physical Exams for Adults
*Physical Exams for Children
*Pregnancy Testing
*Well-Baby Checkups
*Family Planning
*Immunizations
*Laboratory Services
Clay County Health Center
*Dental
*Nursing clinic
*Primary care
*Speech and hearing
*WIC
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Platte County Public Health Department – Parkville and Platte City
*Birth Control
*Boost Program
*Communicable Diseases
*Community Readiness Challenge
*Emergency Preparedness
*Environmental Health
*Family Beginnings
*Food Inspections
*Health Education
*Health Tips
*Healthy Kids Challenge
*Immunizations
*Primary Care
*Special Deliveries
*Sexually Transmitted Diseases
*Vital Records
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*Walk-in Clinics
*WIC
*Women’s Healthcare
The Safety Net Clinics’ Current and Past Campaigns

The Northland’s Safety Net Clinics are hidden. None of the clinics have endeavored to market their services (or their
existence) in any kind of communications campaign in the past, or present. Instead, the clinics rely on word of mouth
-- among their patients and among the areas doctors and public shelters. Most Safety Net patients in the Northland were
either referred to their clinic by another doctor (most likely from an emergency room), a shelter (most likely a domestic
abuse shelter) or by a member of their family (who was probably referred to the clinic themselves by either an emergency
room or shelter). The clinics also do not employ any means of communicating with their current patient base. Northland
clinics do not collect patient information and make no attempt to contact the patients they see after their appointment.
MARC has made one attempt at communication with their clientele. The organization has attempted to distribute a
brochure explaining Kansas City’s Safety Net Clinics. We asked several patients in our clinics about the effectiveness
of the Health Resource Guide to Safety Net Health Services in Greater Kansas City Pamphlet. We found that not one
single respondent recognized this pamphlet. This includes the respondents who said that they receive their healthcare
information from waiting rooms (where many of them elaborated that they read pamphlets just like this one). Upon
further interviews with seven of our respondents it became clear that the pamphlet lacked two basic qualities: proper
distribution and recognition. Essentially, the pamphlet was reported to be absent from the clinics and the community, and
was not considered to be very attractive or recognizable by respondents when they were introduced to it. This information
undeniably points to the need for a brochure facelift and more strategic and widespread distribution.
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Northland Market
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Northland
Market
This section of the Situation Analysis will define the Northland market (essentially, the people who live in the region) in
terms of its most important demographic information. It will be divided into two sections. The Secondary Research section
will describe the Northland as a whole using information our team gathered from published sources. The Primary Research
section will describe the much more specific Safety Net Clinics’ current patients market. This section will use data collected
from our own primary research.
All of the information in this section will refer to both Clay and Platte Counties as one entity, the Northland, unless otherwise
indicated.
Secondary Research
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Population
The Northland is home to nearly 300,000 people, and the number climbs every year. The population has increased a
staggering 12% since the 2000 national census. This rapidly growing population has settled in distinctly different places.
The vast majority of Clay County residents -- over 90% -- live in urban areas while only a slight majority -- 60% -- of Platte
residents do so. On the other side, a fair portion of Platte County residents live in unincorporated, rural areas, whereas a very
small sliver of Clay residents live there.
Race
The Northland is home to a largely racially homogenous population. The vast supermajority of Northlanders (92%) self-
identify as White/Caucasian. The rest of the eight percent is almost perfectly split between Black and Hispanic/Latino.
This type of racial homogeneity has the potential to make crafting a single, unified message possible. It is not, however,
a free ticket to a single message. It is also wise to consider the possibility that racial or ethnic identities among the white
supermajority could differ. The race of a person or group of people cannot adequately determine that person or group’s
ethnicity or culture.
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Age
The population of the Clay and Platte region is distributed in terms of age according to the following:
• Under 5 7.4%
• 5-17 18.3%
• 18-24 8.3%
• 24-34 14.6%
• 35-54 29.8%
• 55-64 10.8%
• 65-84 9.6%
• 85+ 1.4%
Subtracting those who are 65 and older (and therefore eligible for Medicare) 89% of the population is possibly vulnerable
to lack of access to healthcare. Of this remaining portion, the highest percentage is aged 35-54 years. A major proportion of
residents in the Northland are in the middle of their adulthood.
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Income
The Northland is largely an affluent region of Missouri. Compared to the state’s median household income of $40,885, the
population of Clay and Platte has substantially higher incomes. However, the two counties do differ significantly in terms
of median income. The median income for Platte County is $64,387; this is considerably higher than Clay County’s, which is
$58,287. These statistics suggest that the Northland is not an underserved community. However, it is important to realize
that the presence of wealthy households in a county does not preclude the existence of low-income households in that
same county.
Education
The Northland, on the whole, tends to be a relatively well-educated public. Both counties boast a higher rate of high
school graduates than the surrounding state. Ninety percent of Northlanders hold high school degrees. The rate of higher
education – defined as having a bachelor’s degree or higher – is drastically higher, however, in Platte County. In fact, Clay
County’s rate is lower than the state average. One third of those living in Platte County hold a post-secondary degree while
only one fifth in Clay County have received such a diploma. Platte County’s higher instances of post-secondary education
positively correlate with that county’s higher median household income.
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Language
The issue of spoken language is an important one when researching how to reach audiences. Fortunately, for simplicity’s
sake, the Northland predominantly speaks one language: English.
Language Homes in which it is primary language

English 94%
Spanish 2.3%
Indo-European 1.7%
Asian 1.2%
As the data shows, even when another language is the predominately spoken in homes of Northlanders, those speakers
often understand (and understand well) English.
Predominant Language Speak English Well Speak English Very Well

Spanish 19% 61%
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Indo-European 15% 78%
Asian 36% 41%
The benefit of having an audience that either speaks English predominantly or understands it very well is obvious: messages
can be in one language.
Medicaid Enrollment
Safety Net Clinics are not restricted to serving the strictly uninsured. Medicaid recipients are also potential patients for these
clinics, and contribute to the overcrowding of emergency rooms. The rate of Medicaid recipients differs in each county in the
Northland; Clay has a much higher rate. Despite the higher rate, similar demographics are enrolled in each county.
Medicaid Enrollment per County:
County Percent of Pop. In Percent of Enrolled that Percent of Enrolled that
Medicaid are White are African-American
Platte County 5.9% 80% 14%
Clay County 8.6% 82% 12%
The fact that Clay and Platte counties have dramatically different rates of Medicaid participation does not have a bearing
on the strategic message of this campaign. This is because the enrollment in both counties shares nearly identical
characteristics in terms of race and age. The difference in participation does have some application in determining where
the strategic message is most likely to be heard by the biggest audience. Clearly, Clay County has a larger number of
Medicaid participants (as it has a larger population as well as a higher rate of enrollment) so it targeting messages at that
county would ensure that they would be heard by the larger of the two audiences.
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What the Demographics Mean
Taken on their face, these can paint a moderately detailed picture of a typical resident of the Northland. Clay and Platte
counties have a growing population of mostly urban living, Caucasian English speakers. Most of these people are adults
between the ages of 24 and 64, and most of them are employed. The median household income is high in this region, but
not consistent; Platte County has a significantly higher median than does Clay. This may be due, in large part, to the region’s
comparatively high rate of high school graduates. And though Clay County does not, Platte can boast an impressively high
rate of people with post-secondary degrees.
Statistically speaking, a message that is aimed at an affluent, English speaking, middle-aged White person who lives in the
city and who has at least some post-secondary education would cast a wide net in the Northland.
Primary Research
This portion of the Situation Analysis details the findings of our scientific survey of Safety Net Clinic patients in Clay and
Platte Counties. The survey took place over the course of two days and was conducted at the Swope Northland Health
Clinic. Eighteen viable questionnaires were collected, seven of which were taken personally through extensive interviews
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with the patients themselves. Two survey questionnaires were used, one for the personal interviews and another for self-
administration.
We believe that the findings in this report are valid and can be extrapolated to a larger population of uninsured free
healthcare users in Kansas City’s Northland. Our confidence is based on the numerous and descriptive patterns that became
readily apparent, even in the relatively small population of respondents we had to draw from. Despite the limited nature of
our survey, our findings are logically sound.
Age
Though the average age of respondents is 36 years old and the median age is 38, these statistics do not tell the whole story.
Essentially, according to our survey, patients in Northland clinics belong to one of two distinct groups. These two groups
are people in their late teens through mid twenties and people in their late thirties through mid fifties. No one in the
population exceeded 54 years old, and no one was under 16. From a communications perspective, these two groups share
similar concerns regarding healthcare; respondents from both groups are predominately insured by Medicaid. However, of
the five respondents who reported a yearly income, four are members of the older age grouping. Communication strategies
should either target each group or attempt to communicate to both broadly using appeals to their common characteristic:
lack of insurance.
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Race
Respondents to our questionnaire were predominately white. This result is consistent with the predominance of Caucasians
in Clay and Platte Counties. However, there are many more black patients in Northland Clinics than the demographics of
the larger Northland bi-county region would suggest. This is also true of both Native Americans and Pacific Islanders, both
of which comprise insignificant portions of the total Clay and Platte County populations, but are not so uncommon in
Northland Clinics. These findings tell us that our communication strategy must adjust for these racial minorities.
Gender
The vast majority of females in the survey population is striking. All but three respondents were female (79%). This
phenomenon can be, at least partially, explained by the prevelance of respondents who visited the clinic for procedures
such as papsmears and DEPO immunizations. Furthermore, multiple respondents reported to have been referred to the clinc
from domestic abuse shelters and planned parenthood clinics. The number of women in our target population has clear
implications for our communication plan. This information allows us to focus our target and begin to isolate the places we
can reach that target. These places include the planned parenthood centers and domestic abuse shelters from which many
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of our respondents had been referred.
Education
The surveyed population is fairly uneducated. The majority has earned a secondary education degree, but only three
respondents reported ever having taken a college course. One respondent reports having taken four years of college
coursework, but did not report that she received a diploma. There is no statistical correlation between amount of education
and yearly income in our population. Furthermore, there is no correlation between education and rate of employment or
rate of having insurance. This means that our messages should be kept at a high school reading level.
Income
More than half of our respondents reported earning no income. Of those that did report an income – five – two reported
being unemployed. The highest reported income came from one such respondent who claimed she earned $25,000
annually. Clinic patients have very low incomes compared to the county median, and as such targeting them in malls,
stores, e-commerce sites or any kind of retail medium is ill-advised. They do not have any discretionary income.
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Residence
Every single respondent reported to live in one of three zip codes, or a zip code directly adjacent to one of the central three.
These zip codes are as follows:
• 64118 – North Kansas City, west of Riverside (Swope Northland’s location)
• 64150—Riverside, North Kansas City
• 64068—Liberty, MO (20 miles from Swope Northland’s location)
Most respondents live near the clinic’s location in the portion of Kansas City that lies north of the river. The respondents
live primarily in groups around these three counties. We can extrapolate from this, as well as from our secondary research,
that people in the Northland are much more likely to seek treatment locally on the north side of the river than they are to
venture south into the rest of Kansas City. Not only do patients live near their preferred clinics, but they are also localized.
This simplifies the targeting of our core audience. Messages placed in the zip codes surrounding Northland clinics are highly
likely to reach the majority of those clinics’ current and potential clientele.
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Why Patients Chose Safety Net Clinics
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As this graph illustrates, Northland patients choose their clinics because their state sponsored insurance’s allowances
and the proximity of the clinic to their home. . The most interesting finding here, though, is that a small but significant
proportion of respondents chose Swope Northland based on a recommendation from a family member. This information
is very helpful in crafting a communication strategy. These numbers suggest that our goals should employ word of mouth
strategies, and possibly social networking strategies.
We also found that Northland Safety Net Clinics’ patients typically make three appointments per year. With this fact in mind,
it can be safely inferred that any message targeted to in-clinic patients should run for a period of four months (or for 1/3 of
the year). This would make it likely that most patients would receive the message.
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Where Patients Receive Healthcare Information
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This set of data is particularly useful for our strategic campaign. These data outline for us which avenues our target are
already using to learn about healthcare related topics. These channels will no doubt prove useful for distributing our
strategic message. However, a striking proportion of the respondents, 1/3, reported not receiving any kind of healthcare
information from any source. These people represent a large enough section of our target that they cannot be neglected,
yet they cannot be reached by traditional methods. This suggests that a more proactive and aggressive approach is needed
for our campaign. Perhaps reaching these people in the actual clinics with highly noticeable messages is the most prudent
approach.
Of those respondents who did report receiving some type of healthcare information, most of them say they get it from
their doctors. This fact argues that the direct approach is the best approach; it supports the use of doctors in disseminating
our message. A much smaller, yet still important, number of respondents reported getting their information while waiting
for their examinations to begin. The implication this information has on a potential strategy is obvious: reach them in the
waiting room.
As for those who said they receive information via mass media such as television and the internet, the implications are not
so clear. Though the internet does represent a large source of information, television does not. This does not necessarily rule
out the possibility of using television; it also does not provide absolute justification for using the internet. At best, this fact
makes us leery of television and open minded toward the internet.
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Patients’ Media Usage
Northland Safety Net Clinic users are avid users of media. In particular, we found that patients use the internet, watch
television and listen to radio at least once per day. When using the internet, clinic patients say they check their email and
search for healthcare related information. Their three favorite sites are facebook.com, myspace.com and webmd.com. They
use the first two for social networking with friends, family and acquaintances. Webmd.com, however, is a medical Web site
where users can diagnose themselves and learn about medications.
Many clinic patients watch 3 or more hours of television a day. However, these patients do not tend to receive any healthcare
information from television. What’s more, their favorite channels and programs are all over the map – they are totally
untargetable through television.
The radio, we found, is an easily targetable medium to reach these patients. Our respondents all listen to the radio at least
once a day, and a fair amount listen for several hours. What’s most interesting and useful, however, is that these listeners
tune into two stations the most: 103.3 FM and 95.7 FM. This means that we have a good idea of where to place and radio
advertisements.
A smaller portion of patients claim to read a newspaper every day. Of those that do (about one third), the Kansas City Star is
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far and away the most popular publication. We can be confident that the Star accurately targets our market.
What Our Research Means

Our primary research shows that the patients currently using clinics in the Northland are homogenous. They are largely
high school graduates with little to no yearly income who are unemployed and receive Medicaid benefits. Most are white
and female, and they live in a handful of zip codes surrounding the clinic they use. The pitfall to targeting this group is that
a great age divide exists between patients in their early adulthood and those in their mid-life An effective strategy would
either target these groups separately or develop a message that resonates more with the traits they have in common than
with their age.
Our research also shows that patients chose centers for care based on insurance restrictions and proximity to their residence.
When they do choose which place to receive their treatment, they make three appointments a year. What’s more, they
usually drive to those three appointments. Information about their treatment habits enables us to determine appropriate
content of messages appropriate length for a campaign and one possible means of reaching our target audience.
Lastly, our findings indicate that doctors are then number one source for healthcare info for our target. Another justifiable
alternative is to reach patients while they are waiting for their examinations to begin. As for more traditional media, we
found that the Internet is an established source of healthcare information for our target as well as highly targetable and
useful for social networking. Radio, like the internet is popular among our audience and, based on our findings, easily
targetable. However, we can find no justification from this data to support the use of newspapers or television.
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Northland Environment
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Northland
Environment
This section of the Situation Analysis will describe the current environment in the Northland in two ways that are relevant
to this communication campaign. First, it will describe the Northland’s healthcare environment. Second, it will describe the
Northland’s economic environment.
Healthcare in the Northland
Northland Hospitals
Kansas City’s Northland is home to four hospitals with emergency departments. These departments include emergency
rooms that treat patients for any complaint, from the most minor of primary care issues to the most urgent trauma. Each
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area emergency room operates around the clock every day of the year. All told, the number of emergency room visits per
100,000 people in a given year in Kansas City’s Northland is 20,859.
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Excelsior Springs Medical Center

Excelsior Springs Medical Center is a city-operated hospital located in the northeast portion of Clay County. Excelsior Springs
is the smallest of the Northland’s hospitals. Its emergency department sees only a small fraction of the patients that the
other three hospitals treat on a yearly basis.
Q u i c k T i m e ™ a n d a
d e c o m p r e s s o r
a r e n e e d e d t o s e e t h i s p i c t u r e .
Liberty Hospital
Liberty Hospital is privately owned and located in Liberty, Missouri, northeast of the Kansas City metro area. Though it is
located outside of Kansas City itself, Liberty is a regional medical center that serves the larger population of Clay County.
Liberty’s emergency department greatly outstrips that of Excelsior Springs in terms of visits per year.
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North Kansas City Hospital

North Kansas City Hospital is located directly north of the river in Kansas City. North Kansas City is an acute-care facility
with the largest staff, bed capacity and busiest emergency room in the Northland. Operated by the city, North Kansas City
Hospital is the primary provider for emergency and urgent care in the northern metro area.
QuickTime™ and a
decompressor
St. Luke’s Northland Hospital
northland environment
St. Luke’s Northland Hospital is the only hospital in the Northland that is located in Platte County. St. Luke’s is operated by
the not-for-profit parent of St. Luke’s Health Systems. St. Luke’s Northland has the third busiest emergency room in the
Northland, and serves patients from the northern metro area.
Northland Primary Care Physicians

For Northland residents with insurance, primary care physicians in private clinics can treat minor chronic problems, rather
than the area’s hospital emergency departments. Clay and Platte Counties are home to 233 medical doctors who are
licensed primary care physicians. That number has increased from the Census in 2000 when it was 135. For every 100,000
people in the Northland, there are 1,247 office-based medical doctors.
Healthcare Environment Overview

The Northland is home to myriad healthcare options for its 300,000 citizens. This means that Northland Safety Net Clinics
are in a competitive healthcare environment in which most patients have nearly limitless options from which to choose.
The environment does conspicuously lack many options for uninsured and underinsured patients. This is the Safety Nets’
uncompetitive niche in a highly competitive environment.
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Northland Economy
original
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Northland
Economy
Northland Unemployment
Employers are the primary source for medical insurance. Therefore, an assessment of the employment environment in
the Northland is useful for ascertaining the necessity for services like Safety Net Clinics. A recent survey found that the
Northland currently suffers just 5% unemployment. This is compared to the nearly 10% unemployment rate the rest of the
state of Missouri suffers. The Northland job market, therefore, is much stronger than that of the surrounding area.
Northland Poverty
northland economy
The rate of poverty in a community is directly, positively correlated with the rate of uninsured people in a community. This
is no surprise. It is also not a surprise that the Northland has a very low instance of poverty compared to the rest of Missouri.
Seven percent of Northlanders live below the poverty line, whereas 11% of Missouri lives under the line.
It is clear from these numbers, as well as the unemployment figures, that the Kansas City Northland enjoys a stronger
economy (at least in terms of employment and affluence) than the rest of its surrounding region. However, though these
numbers are optimistic, it is clear from the increasing overcrowding in area clinics that there is a rising demand for low-cost
healthcare in the area. MARC’s and the four Northland Safety Net Clinics’ response to this growing demand is to extend hours
of operation to evenings and weekends. Using the information presented to you in this report as our underlying logic, our
team has created a comprehensive strategic communication plan to get the Safety Nets’ message to their audience.
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Pre-flight Checklist
SWOT Analysis
original
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pre-flight
checklist
Strengths Weaknesses
• Provide unique healthcare in the Northland • No strategic plan for communicating with current or potential
patients
• Available to the entire community
• No recognizable image
• Four clinics in two counties
• Community is unaware of Safety Net clinics’ existence
• Virtual monopoly on the underinsured of the Kansas City
Northland • Clinics not easy to locate
• Provide a wide array of services • Information about services is not readily available
SWOT analysis
• Staff and physicians have strong personal relationships • Unable to make appointments for everyone in need
with patients
Opportunities Threats
• Underserved patients are unaware of primary care options • Potential patients trust emergency rooms for treatment
• Community does not thoroughly understand the Safety Net • Clinics are not big enough to serve the ever increasing number of
Clinic mission medically underserved
• Northland clinics have never communicated effectively • It is difficult to target patients who are either quite young or
nearing retirement
• Not yet helping all of the Northland’s medically underserved
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Desired Destinations
Goals
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Destination
#1
Increase awareness of the new clinic hours among patients who step into the clinics.
To achieve this goal we have outlined five objectives.
Objective 1.1
Create a unified logo for Northland Safety-Net Clinics that will be incorporated in 100% of the clinics’ messages.
To achieve this objective we have outlined one strategy.
o Strategy 1.1.1
Create a new logo for Northland Safety-Net Clinics.
destination #1
o Tactic 1.1.1
 New logo
Objective 1.2
Provide a continuous reminder of our message to 100% of patients after their first exposure to the new hours for a
period of 4 months.
To achieve this objective we have outlined two strategies.
o Strategy 1.2.1
Give each patient tangible, take-away objects to remind them of the new hours.
o Tactic 1.2.1
 Magnets, pill organizers, and bandage dispensers
o Strategy 1.2.2
Send patients reminders about the new hours after their appointment.
o Tactic 1.2.2
 Personal postcards
 Personal emails
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Objective 1.3
Reach 100% of patients who step into the clinics visually with our message in a period of 4 months.
To achieve this objective we have outlined three strategies.
o Strategy 1.3.1
Place a large poster in each clinic’s waiting room.
o Tactic 1.3.1
 Posters
o Strategy 1.3.2
Place a window cling in the front window of each clinic.
o Tactic 1.3.2
 Window clings
o Strategy 1.3.3
Wall-mount a video screen in each clinic’s waiting room to play rotating messages.
destination #1
o Tactic 1.3.3
 Video presentation displayed on digital picture frame
Objective 1.4
Reach 100% of patients in each clinic aurally with the message about the new hours.
o Strategy 1.4.1
Play an audio message over waiting room speakers.
o Tactic 1.4.1
 Audio message
Objective 1.5
Reach 100% of patients in each clinic with our message through their interaction with clinic doctors.
o Strategy 1.5.1
Instruct each clinic’s physicians to inform each patient at the end of his examination of the new hours.
o Tactic 1.5.1
 Letters containing information distributed to physicians
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Destination
#2
Increase awareness of the new clinic hours among the larger northland community.
To achieve this goal we have outlined seven objectives
Objective 2.1
Reach 50% of our community in one year by creating a Web site.
o Strategy 2.1.1
Create a Web site that incorporates all of the relevant information about Safety-Net Clinics in the Northland.
destination #2
o Tactic 2.1.1
 Web site
o Strategy 2.1.2
Create a facebook.com page as a forum for our message.
o Tactic 2.1.2
 Facebook page
Objective 2.2
Reach 20% of the community through government services for a period of 1 year
o Strategy 2.2.1
Target community members who use northland Missouri Department of Social Services offices.
o Tactic 2.2.1
 Posters and pamphlets
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Objective 2.3
Reach 20% of our community through area shelters in a period of 1 year.
To achieve this objective we outlined one strategy.
o Strategy 2.3.1
Target members of our community who use local shelters and who are referred to free clinics by those
shelters and deliver our message to them with posters and leaflets.
o Tactic 2.3.1
 Posters and pamphlets
Objective 2.4
Reach 50% of our community through mass media advertising in a period of 2 months.
o Strategy 2.4.1
destination #2
Target members of our community through billboards placed in targeted zip codes.
o Tactic 2.4.1
 Billboards
o Strategy 2.4.2
Deliver our message through radio public service announcements.
o Tactic 2.4.2
 Radio public service announcements
o Strategy 2.4.3
Place an ad on Webmd.com to reach our audience.
o Tactic 2.4.3
 Online banner
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Objective 2.5
Reach 20% of our community by sending media kits to targeted media outlets.
o Strategy 2.5.1
Write a media kit containing a news release about the clinics’ new hours and send it to the Kansas City Star
and KC Parent Magazine as well as other local media.
o Tactic 2.5.1
 Media kit
Objective 2.6
Reach 20% of our target by sponsoring a local event.
destination #2
o Strategy 2.6.1
Sponsor the Platte County Walk for the Homeless, a public event that takes place in the northland where
our community lives, to increase awareness of our clinics’ and the exposure of our message.
o Tactic 2.6.1
 Take-aways
o Strategy 2.6.2
Write and send a pitch letter to the Kansas City Star to encourage them to cover the event and our
sponsorship.
o Tactic 2.6.2
 Pitch letter
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Itinerary
Creative Plan
original
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Itinerary
Strategy 1.1.1: Create a new logo for Northland Safety-Net Clinics
We will create a logo that appeals to all of the clinics’ clientele. The logo will include a red stethoscope in the shape
of a heart that surrounds the words ‘Northland safety-net Clinics’. The logo uses the colors red, purple and aquamarine to
catch the viewer’s eye and evoke sensations of health, safety and comfort. The logo will also include the slogan, ‘Relax, we’ve
got you’ located at the bottom of the stethoscope.
Based on our interviews with clinic patients we learned two facts that indicate that this strategy is vitally important
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to the success of our first goal. First, the chief complaint about being uninsured that we heard from these patients is that
they lack healthcare options. This logo unifies all four Northland Safety-Net Clinics under one brand image and
name; this serves our community by subtly informing them of other subsidized healthcare options north of the river. The
second fact we learned is that none of our patients recognize MARC’s Health Resource Guide pamphlet. The pamphlet suffers
from an unsuccessful design. If this pamphlet, or a similar one, were to incorporate our new logo it would be instantly
more recognizable. This means it would be more likely to be read.
Our slogan, “Relax, we’ve got you” speaks specifically to our patients. The fact that underinsured patients are highly
anxious about where to go for healthcare, coupled with the image of a safety net, makes our slogan an obvious choice.
Both the logo and the slogan are designed directly from primary research data and are independently effective.
However, their effectiveness increases as they are incorporated into every message from or about the clinics. Our logo and
slogan brands Northland Safety-Net Clinics with a coherent and recognizable image.
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logo
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Strategy 1.2.1: Give each patient tangible, take-away objects at the clinics
Research shows that viewers recall messages they hear multiple times. Certainly, then, exposing our audience to
our message as many times as possible is necessary to ensure success for our first goal. This strategy seeks to expose our
audience to our message every time they use or see one of the small gifts that Northland clinics will give them during their
visits. With these gifts, we can strategically reach our audience anywhere and anytime indefinitely.
We will stock each clinic with enough refrigerator magnets, band-aids, syringe-shaped pens and daily pill
organizers to deliver one of each to every patient each clinic sees for a full year. These gifts were strategically chosen
based on their usefulness, pertinence and ability to convey our message.
The refrigerator magnets, which are the only take-away included in the $50,000 budget, were chosen for their
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ability to deliver our message for a long period of time (while hanging on patients’ fridges). The magnets are useful not
only in the delivery of our message (including our logo/slogan) but also as a reference for patients for clinic contact
information.
The additional gifts for the larger budget were chosen for their pertinence to a healthcare message. The
Band-aids are large enough to have our message printed on them, but small enough for patients to keep in their bags. The
syringe-shaped pens are both eye-catching and useful for patients in filling out paperwork in clinic waiting rooms. The daily
pill organizers are certain to be useful for the numerous patients who visit our clinics for monthly pain medication refills.
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Instructions for Tactic Deployment
1.2.1 Take Aways
• Marketing
• Order 10,000 magnets from www.jeckilpromotions.com using the design we have provided in the creative section
of the plans book. Hand out magnets in the all of the Safety Net Clinics in the Northland and at any promotional
events.
• Order 10,000 band-aid carriers from www.jeckilpromotions.com using the design we have provided in the creative
section of the plans book. Hand out magnets in the all of the Safety Net Clinics in the Northland and at any
promotional events.
• Order 10,000 syringe pens from www.jeckilpromotions.com using the design we have provided in the creative
promotional events.
• Order 10,000 pill organizers from www.jeckilpromotions.com using the design we have provided in the creative
promotional events.
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Magnet
We have
EXTENDED
our hours!
Mon - Fri 5:30 PM - 9:00 PM
Saturday 9:00 AM - 3:00 PM
Sunday 12:00 PM - 4:00 PM
take-aways
Find Northland Free Health on facebook!
www.northlandfreehealth.org
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take-aways
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Pens
Bandage
Dispensers
take-aways
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Pill
Organizers
take-aways
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Strategy 1.2.2: Send patients information about new hours after their appointments
Patients visit our clinics, on average, three times per year. This doesn’t give our message very many opportunities
to make an impact. To solve this issue, we have designed this strategy to take the message to our audience, rather than
waiting on our audience to come to our message.
An overwhelming 79% of our patients say they use the Internet regularly. Among those patients, 22% report that
their primary activity online is checking their email account. It is likely that far more than merely a quarter of our patients
use email. Logically, then, we have designed this strategy to deliver our message via email to our patients. In addition
to directly delivering our message, email allows patients to immediately access our new Web site and facebook.com pages
via hyperlinks. The email message is uniquely able to combine strategies from both campaign goals.
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For the 21% of our patients who do not use the Internet regularly, we have another tactic: postcards. Direct mail
postcards allow us to reach every patient who records a mailing address. These postcards can be easily personalized
and, unlike many other direct mail pieces, will only be two-sided and not burdensome to unwrap and read. The front of the
postcard will prominently display our new logo and slogan, making the card immediately recognizable to the viewer
(as the viewer would have seen our logo in our other messages from the clinic and on their take-away gifts).
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1.2.2 Database
• Marketing
• Order four Microsoft Access databases from www.microsoft.com.
• Once you receive the database install as instructed at each of the Safety Net locations in the Northland.
• Once installed upload patient contact information received at the time of the appointment to send out e-mails to
patients one day after the appointment and postcards three months after the patient’s appointment.
• Use the provided postcard and e-mail design we have included in the creative section of the plans book.
*We have provided detailed, step-by- step instructions on how to set up and use the Microsoft Access Database included in
this plan in Appendix A.
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Strategy 1.3.1: Place a large poster in each clinic’s waiting room
A fair amount of our patients, 17% to be exact, say they get the majority of their healthcare information while
sitting in waiting rooms. This knowledge, along with personal firsthand knowledge that we all have of how boring waiting
rooms can be, is justification enough to advertise our new hours in our own waiting rooms.
Not a patient comes in without at least passing through the waiting room, and according to our observations, the
average wait for patients is nearly an hour (with some staying for two and three hours). This means that 100% of our
in-clinic patients will see our waiting room posters and be exposed to our message. Furthermore, as we know that
patients come in an average of three times per year we can reasonably predict that 100% of our current client base will
be exposed to the message if we leave the posters up for four months – 1/3 of a year.
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The posters are large – 22”X28”– and are designed for the singular purpose of delivering the new extended hours.
A silhouette of a clock with the words “We have extended our hours!” frames the upper right corner and our newly designed
logo frames the bottom left. This effect draws the viewer’s eye across the only information in the middle of our poster: the
new hours of operation. The bottom right contains our newly designed Web site and invites the viewer to join the Northland
Safety-Net Clinics on facebook.com. The rest of the poster is left unfilled to emphasize the importance of our singular
message.
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Instructions for tactic deployment
1.3.1 Posters for Inside the Safety Net Clinics in the Northland
• Advertising
• Order one poster for each Northland Safety Net clinic from www.uprinting.com allowing them to use the design
sample we have provided in the creative section of the plans book.
• Hang one poster in each waiting room of the Safety Net Clinics in the Northland
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We have
our hours!
Now Available:
Mon - Fri 5:30 PM - 9:00 PM

Strategy 1.3.2: Place a window cling in the front window of each clinic
We want to deliver our message early and often. That is why we have elected to design a window cling for each
clinic. These are designed to be placed on the largest window near the front of each clinic to ensure that every person that
walks in is greeted by our new extended hours. Whether each patient stops to read the cling or not, the window cling will
have primed them for the message for when the reach the waiting room.
In our visits to our clinics we found that none of the buildings are particularly well marked or adorned with much
signage. This means that there is no competition for space or attention when walking by or into any of our clinics. Our
window clings, because of their location, will have the unique advantage of every patient’s full attention,
simply by default. What’s more, the clings will make our clinics more recognizable and easier to find for those who have
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never been before.
Our research shows that our patients almost always attend the clinic nearest their home. In fact, the data we
collected shows that nearly all of a clinic’s patients live in the same neighborhood as the clinic itself. Many of our patients,
we can logically infer, pass by their preferred clinic frequently. Our window clings are designed to catch their
attention and inform them when they do.
Basically, in addition to achieving our first goal, our window clings are able to inform people who live near our
clinics of not only our new hours but also of the very existence of the clinic! To aid in this extra incentive we have tailored
each cling to the specific clinic it will adorn and made the message large enough to be read from some distance. Also for
this reason, we have included the clinic’s unique contact information.
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1.3.2 Window Cling for the front windows of Safety Net Northland Clinics
• Advertising
• Order one window cling each Northland Safety Net clinic from www.uprinting.com allowing them to use the design
sample we have provided in the creative section of the plans book. There is a specific poster designed for each of the
four clinics.
• Hang the window cling in the window during the time specified in the timeline of this book.
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We have Swope Health
EXTENDED
Northland
(816) 627-2050
New Hours:
Mon - Fri 5:30-9:00 pm
our hours!
Saturday 9:00 am-3:00 pm
Sunday 12:00-4:00 pm
swope health
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We have Clay County
EXTENDED
Public Health Center
(816) 595-4200
New Hours:
Mon - Fri 5:30-9:00 pm
our hours!
clay county
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We have Platte County Health
EXTENDED
Department- Platte City
(816) 858-2412
New Hours:
Mon - Fri 5:30-9:00 pm
our hours!
platte city
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We have Platte County Health
EXTENDED
Department- Parkville
(816) 587-5998
New Hours:
Mon - Fri 5:30-9:00 pm
our hours!
parkville
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Strategy 1.3.3: Wall-mount a video screen in each waiting room
Our wall-mounted video screen is not a television. Rather, it is a device which will display digital messages (and
audio messages if one were so inclined) in a sequenced slide show. The images are bold, colorful and much more animated
than those on a typical poster or picture. We believe that these screens, which are easily mounted to a wall, will be the
center of attraction for waiting, and possibly bored patients. That is why we will use these screens to shuffle through
varied and colorful slides containing our message about new clinic hours.
Our research data shows that our patients are avid television viewers. One hundred percent of our respondents
reported that they watch at least some television every day, and nearly have watch 3-5 hours a day. That is a substantial
amount of TV and it strongly suggests that our audience is stimulated by and attracted to animated images far
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more than by static ones. With this fact in mind, it is difficult to imagine a scenario in which any patient could possibly miss
our message while sitting in the waiting room.
Another unique advantage of our video screens is their utility after our campaign. After running our slide show for
three months, we can confidently predict that we will have reached 100% of each clinic’s current patients. After
this time, the screens are still useful for any other information or even entertainment that each clinic would like to deliver to
their clientele.
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1.3.3 Video Screen for Safety Net Clinics Northland waiting rooms
• Advertising
• Order one digital frame and wall mount for each Northland Safety Net clinic from www.bigeframe.com.
• After you receive the frame place the memory stick we have provided into the frame.
• Attach frame on wall using wall mount. Turn on frame and allow to cycle through the presentation continuously.
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Strategy 1.4.1: Play an audio message over waiting room speakers
So far, our plan has focused on reaching our patients visually with our message. We have every reason to believe
that our visual messages will succeed – our audience is literate and English speaking. This strategy is our guarantee.
Even in the unlikely scenario that one of our patients does miss our visual messages, he or she will hear our brief audio
message about the clinic’s new hours over the clinic’s speakers. Our clinic’s play music for their waiting patients; our
recorded audio message will interrupt the radio for 15 seconds every hour to announce that our clinic has extended its hours
and to thank our patients for their patience.
During our visits to our clinics, we observed that 103.3 FM was the favorite station in each clinic. We also learned
from our interviews that 103.3 FM is our patient’s number one choice for radio stations. This gives us reason to believe that
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our patients will be listening to the radio in the waiting room when our announcement comes on. Our patients will hear
our message because they will be listening already.
The message itself is quite short; it’s long enough to relay the message but not too long as to bore or annoy our
listeners. It is recorded by a woman with a very pleasing voice. Our research found that the vast majority of Northland
Safety-Net users are women. Many of these women have been referred by Planned Parenthood clinics and domestic abuse
shelters. We have used a woman’s voice because it is more familiar to our audience; it is not intimidating and will only help
to allay our patients’ anxiety.
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1.4.1 Audio Message for Safety Net Northland Clinics waiting rooms
• Public Relations
• Use provided audio message from our creative section of the plans book to play in all four waiting rooms of the
Safety Net clinics in the Northland. Play the specific audio message designed for each clinic once an hour.
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Speaker Announcements
• Thank-you for visiting Swope Health Northland, your local safety net clinic. Just a reminder that we are now open for
appointments on evenings and weekends, so at your local safety-net clinic, relax, we’ve got you.
• Thank-you for visiting Platte County Health Department, Parkville, your local safety net clinic. Just a reminder that we
are now open for appointments on evenings and weekends, so at your local safety-net clinic, relax, we’ve
got you.
• Thank-you for visiting Platte County Health Department, Platte City, your local safety net clinic. Just a reminder that we
are now open for appointments on evenings and weekends, so at your local safety-net clinic, relax, we’ve
got you.
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• Thank-you for visiting Clay County Public Heath Center, your local safety net clinic. Just a reminder that we are now
open for appointments on evenings and weekends, so at your local safety-net clinic, relax, we’ve got you.
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Strategy 1.5.1: Delivering the message through our doctors
We believe that the direct approach is the best approach. The idea of simply telling our patients, person to person,
that we have new, extended hours almost seems too simple. But, this simple strategy does come with a twist: we won’t
tell our patients person to person, but rather doctor to person.
Our research shows that over 1/3 of our patients get their healthcare information from their doctor. This is no great
surprise – people trust doctors. In fact, our interviews with patients revealed that our patients do more than just trust
their doctor, they respect them and they forge friendly relationships with them. At one of our clinics, a portrait
of the clinic’s physician hangs on a wall in the waiting room. When we asked who each patient’s primary care physician was,
nearly all of them pointed excitedly at the picture.
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Our strategy would inform our clinics’ physicians about our new hours and then kindly ask them to help spread
the word by telling each patient at the end of his or her examination. We will also provide our doctors with the take-away
gifts from strategy 1.2.1 to give to each patient. This will not only remind the doctor to deliver the message, but will also
reinforce it with the patient.
Doctors are the most credible possible source for our message. The ethos of our clinic’s beloved (and we do
not believe that that puts it too strongly) doctors is unmatched. There is no better way to reach 100% of patients in
our clinics – and no cheaper way at that – than this strategy.
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1.5.1 Letters to clinic doctors
• Use the provided template to send a copy of the letter to all doctors at each of the Safety Net Clinics in the
Northland.
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1 May 2009
From: Swope Health Northland
Re: Request for assistance with extended hours message
Dear Doctor Doe,

To begin, Swope Health would like to thank you deeply for your committed work in our clinic. Without
doctors like you, our patients and community would suffer. As you may already be aware, in an effort to see
more patients and extend our reach to our community a little further we will extend our hours of operation.
We will soon begin scheduling appointments for weekday evenings as well as weekend mornings and early
afternoons.
We would like to request your help in delivering the message about our new hours to our current patients.
Our research shows that most of our patients look to their doctors first and foremost for healthcare related
information. This means that you are uniquely suited to ensure that our patients are aware of our newly
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extended hours.
All we ask is that you end every examination with a word or two about our new hours. To help remind you to
do so, and to help reinforce the message with the patients, we will provide you with bandages, pill organizers,
pens and refrigerator magnets to give to each patient. This exchange shouldn’t take more than a few seconds
to complete, and shouldn’t slow you down. Should a patient have questions regarding the new hours, you can
simply direct them to our reception desk.
Once again we would like to extend our sincerest gratitude for your help in all of our efforts, including
delivering this message.
Sincerely,
Director of Swope Health
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Strategy 2.1.1: Northlandfreehealth.org
While researching this campaign, we tried to put ourselves in the place of a medically underserved Kansas City
Northlander. What we found is that the first place we looked for information, namely the internet, was largely unhelpful.
Unless you know the name of the specific clinic you are looking for or are familiar with the Safety-Net program or MARC, it
is extremely difficult to successfully conduct an internet search for Northland healthcare clinics. Since 79% of our patients
say they use the internet regularly (and 56% claim that it is their first resource for healthcare information) we are
certain that many in our community have run up against the same problem we did.
Our solution is to amalgamate all of the information relevant to finding affordable healthcare in Kansas City’s
Northland for underinsured people. This information includes our extended hours, contact information, addresses and maps
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for each Northland Safety-Net Clinic as well as an explanation of what Safety-Net Clinics are and who qualifies to use them.
Northlandfreehealth.org was chosen as its domain name because it is descriptive and succinct. However,
this strategy is as much about serving those who do not know the URL as it is about serving those who we have told. For
this reason, our Web site is search engine optimized for key search terms. These terms include terms such as Kansas
City, northland, and free health. Optimization ensures that when a person searches for these terms, our Web site will be
listed among the top results. This strategy not only successfully delivers our message to the broader Northland
community, but also extends the Safety-Net brand to those who have never heard of it.
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2.1.1 Web site
• Marketing
• Login to www.weebly.com and go to the publish icon. Select register under “own domain name” and information
will transfer to the new Web site.
• Go to www.yahoo.com and select get a domain name on the left sidebar of the screen. Select the sign-up button
and follow instructions.
• We have created the entire Web site for you on www.weebly.com.
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Strategy 2.1.2: Create a facebook.com page as a forum for our message
We have an opportunity to tap into the growing trend of social networking to get our message across. The
overwhelming majority of our patients use the internet. Our research has identified myspace.com and facebook.com to be two
of the most popular Web sites by far. Of these two, facebook.com is the slightly more popular and it is for this reason that we
have chosen it for this social networking strategy.
Many of our patients are referred to our clinics by friends and members of their family. This means that
real life social networking already happens between members of our community; our strategy is to make virtual social
networking work for us too. We believe this is possible not only because so many of our patients already have facebook
accounts but also because a quarter of our audience already uses the internet for finding healthcare information. Facebook,
then, is a natural fit for our purposes, and it has been used successfully by other organizations in similar ways.
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Facebook can organize and inform people in ways that our new Web site cannot. By “becoming a fan of Northland
Safety-Net Clinics” on facebook, our audience will have access not only to our message, but also to each other; this will allow
them to transmit our message virally to one another without any effort on the clinics’ part. Our message about our extended
hours will be posted to our facebook site in the form of our recorded Public Service Announcement (strategy 2.4.2) that will be
sharable among member of our facebook community. This will allow our audience to interact with the message and
increase the likelihood of the message’s success.
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2.1.2 Facebook Page
• Use the provided Facebook page template from the creative section of the plans book as your new Facebook Business
page.
• Create a Facebook account to use this page. This page can be used to communicate PR efforts with the community.
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84
Strategy 2.2.1: Department of Social Services Offices
Each county in Missouri has a state office of Social Services. These offices are local hubs for state welfare beneficiaries
to receive such benefits as Medicaid and disability insurance. According to our research, nearly all of our patients in the
Northland are insured by the state either by Medicaid or Missouri Health Net. To register for these benefits, our patients
had to go into their local Social Services office. Our strategy is to deliver our message to members of the Northland community
who walk into these offices to register or renew registration for state health insurance. This is likely to work because so many
of our patients utilize these offices services. We spoke to many patients during our visits to our clinics who suffered from
chronic pain and were unable to work. These people are eligible for state disability coverage. We will not only be targeting
our current patients with this strategy but also potential future patients. Both groups would be well served to learn
about our extended hours.
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We will deliver our message in these offices through the use of posters and pamphlets. Each poster
includes our newly designed logo in the upper left corner and the same clock silhouette that appear on our in-clinic posters in
the upper right. Featured prominently in the middle of the poster are our new hours of operation; under these we list the four
Northland Safety-Net Clinics by name. In the bottom left of the poster is our newly designed Web site’s URL and an invitation
to join us on facebook. We have chosen to include this particular information because all of it vital to understanding whom the
Northland’s Safety-Net Clinics are for those who do not already know.
Our pamphlets will include this same information as well as who is qualified to receive treatment at our clinics.
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2.2.1, 2.3.1 Pamphlets to be distributed at various community locations
• Advertising
• Order 500,000 pamphlets from www.uprinting.com using pamphlet design provided in the creative section of the
plans book.
• Hand out pamphlets in all of the four clinics as well as the following community locations:
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88
2.2.1, 2.3.1Posters to be hung at various community locations

• Advertising
• Order 50 posters from www.uprinting.com using the design from the creative section of the plans book.
• Deliver posters to following locations and hang posters:
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89
We have
our hours!
Now Available:
Mon - Fri 5:30 PM - 9:00 PM

Platte County Health Department-Parkville Clay County Health Center
Swope Health Northland Platte County Health Department-Platte City
relax, we’ve got you.
o Missouri o Hillcrest Ministries o Synergy House
Department of 5611 N Northwood Rd Parkville, MO
Social Services,
Platte County Kansas City, MO 64151 (816) 777-0356
233 Marshall Road (816) 587-9037 o Hope House Women
P O Box 2240 Shelter
o LinWood Center PO Box 520409
Platte City, MO 64079 101 W Linwood Blvd
Independence, MO
Phone: (816) 858-3740 Kansas City, MO 64111 64052
o Missouri (816) 756-2769 o Rose Brooks Center
Department of o Newhouse Women’s Shelter
Social Services, Clay Kansas City, MO P.O. Box 320599
County
7000 Liberty Drive (816) 471-5800 Kansas City, MO 64132
Liberty, MO 64068 o Northland Family (816) 523-5550

Shelter o YWCA Abused
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Phone: (816) 781-8900 5935 NW Bell Rd Women’s Shelter
o Missouri Parkville, MO 64152 (Sheffield Place)
Department of 6604 East 12th Street
Social Services, (816) 587-4224
Northland Kansas City, MO 64126
o Safe Haven
3100 NE 83rd Street, 400 E 6th St. (816) 483-992
Suite 2800
Parkville - (816) 452-
Kansas City MO 64119 0245
Phone: (816) 437-3600 310 Armour Rd.
o City Union Mission North Kansas City -
7740 Wornall Rd (816) 842-1727
Kansas City, MO 64114 o Stepping Stone
(816) 444-8883 5100 Noland Rd
o Crossroads Shelter Kansas City, MO 64133

14700 E Truman Rd (816) 356-0187
Independence, MO o Salvation Army
64050 Access House
(816) 461-1093
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Strategy 2.3.1: Community Shelters
Nearly 8 out of 10 of our clinics’ patients, we observed, are women. A good deal of these women makes
appointments at our clinics based on referrals from domestic abuse shelters. In our research we found that shelters tend to
refer locally, and are often located in the same neighborhood – or at least the same zip code – as the clinic they refer to.
We have a clear target with this strategy. We are able to deliver our message about our extended hours
directly to shelters and women in those shelters who, we know, are extremely likely to use our clinics. To ensure this,
our strategy distributes pamphlets and posters to community women’s shelters located in the vicinity of each of our four
Northland Safety-Net Clinics.
Each poster includes our newly designed logo in the upper left corner and the same clock silhouette that appears
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on our in-clinic posters in the upper right. Featured prominently in the middle of the poster are our new hours of operation;
under these we list the four Northland Safety-Net Clinics by name. In the bottom left of the poster is our newly designed
Web site’s URL and an invitation to join us on facebook. We have chosen to include this particular information because all of
it is vital to understanding who the Northland’s Safety-Net Clinics are for those who do not already know.
Our pamphlets will include this same information as well as who is qualified to receive treatment at our clinics.
The pamphlets contain more information because women stay in these shelters for a fairly extended amount of time,
giving them the opportunity to read and digest much more information.
94
2.2.1, 2.3.1 Pamphlets to be distributed at various community locations
• Advertising
• Order 500,000 pamphlets from www.uprinting.com using pamphlet design provided in the creative section of the
plans book.
• Hand out pamphlets in all of the four clinics as well as the following community locations:
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96
Strategy 2.4.1: Billboards
As we have already established, our patients live near the clinics they use most frequently. This means that we
know precisely where our target community is living in the Northland. We also know, from our in-clinic interviews, that
virtually every patient drives or is driven to their appointments at our clinics. For these reasons we have developed this
strategy of placing billboards along the traffic corridors that our patients must use to reach our clinics.
Billboards have the potential to inform our patient base of our new hours, even if, for some reason, not all of them
make appointments during our campaigns in the clinics. And, since we know where they are and how they travel, it is a safe
bet that our target audience will see our billboard messages.
Billboards are uniquely visible. They are visible not only to our current patients, but also to the larger community
of potential patients that our second goal attempts to target. No other mass medium can target our community with more
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certainty than billboards, as they are strategically placed and highly conspicuous.
Our billboard design is intentionally simplistic as to avoid the pitfall of printing too much information for quick-
moving passers by to take in. The design includes an eye-grabbing graphic of a safety net catching a clock. The sign reads
“We have extended our hours” in massive letters and gives the viewers our new web address. This is the essential message
along with an avenue for our audience to pursue more information.
We will place these billboards along the highways and byways that connect Liberty, Riverside, Parkville and Platte
City.
98
2.4.1 Billboard
• Advertising
• Contact AdTrends Advertising Inc. at (816) 228-1123 and Lamar Advertising at (913) 262-1269.
• Provide them with the billboard design we have provided you in the creative section of the plans book.
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99
www.northlandfreehealth.org relax, we’ve got you.
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100
Strategy 2.4.2: Radio Public Service Announcements
Based on our research, our message absolutely must be transmitted by radio. Every single person we surveyed
in our clinics claims to listen to the radio every day. Nearly half say they enjoy the radio for anywhere from 2-5 hours
a day! Not only do we know that our audience is listening, we know what they’re listening to. Fifty percent of our sample list
103.3 FM as their preferred radio station. The rest of the sample listed 103.3 FM in their top three, even if they did not call it
their favorite. Our clinics already know this, which is why 103.3 FM was playing in the waiting room when we visited.
Our strategy is to place a public service announcement from our Northland Safety-Net Clinics on 103.3 FM. The
thirty-second PSA features two voices. The first and most prominent voice is that of a male announcer. The male’s voice is
low, powerful and calm. This is our voice of choice because, despite the preponderance of women in the field, it evokes the
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sense that a doctor is speaking. When our male voice says, “Relax, we’ve got you” he has more credibility to the listener
because he sounds authoritative.
Our second voice is that of a young woman testifying to the difficulty and frustration of scheduling appointments
at free and subsidized clinics. Most of our patients in the Northland are young women who experience this frustration and
anxiety themselves. The woman’s voice for the testimonial is relatable to our audience.
Our public service announcement is specifically and uniquely targeted to our audience in both its content and its
placement.
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2.4.2 Radio PSA
• Contact Theo Terry at 103.3 JAMS at (816) 763-2040. Provide him with the recorded Public Service Announcement
we have provided in the creative section of the plans book.
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Title: Extended Time
Client/ Sponsor: Northland Safety-Net Clinics
Length: 30 seconds
Air Dates: August 1 – November 1
SFX: Sound of a clock ticking, with the rate

gradually increasing (Establish, then under)
ANNOUNCER:
There are 86,400 seconds in a day. For a
person who is uninsured and in need of
healthcare, that time can feel like an eternity
SFX: Sound of clock ticking (Establish, then

abruptly stop)
…. until now.
ANNOUNCER:
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WOMAN’S VOICE: I’m on Medicaid, and the few clinics in the
Northland who will see me are packed all day.
Getting an appointment is always a struggle.
Relax, we’ve got you. The four Safety-Net

ANNOUNCER: Clinics in the Northland have extended their
hours. For the hours, and more information
about the clinics, visit northlandfreehealth.org.
Because we want you to feel healthy every
second of every day.
###
104
Strategy 2.4.3: Advertisement on www.webmd.com
Our research numbers overwhelmingly support the fact that our patients use the internet, even that they use it
primarily to find healthcare related information. In fact, one quarter of our audience says they consider the internet very
first when looking for that type of information. The most visited and preferred Web site among our audience of internet
users is Web MD. Web MD constituted ¾ of our patients’ favorite Web site choices. Our audience uses the site for self
-diagnosis and medication information.
It stands to reason that if our patients used Web MD to diagnose themselves when they are sick, it is likely that they
will soon after consider making an appointment at one of our clinics. This strategy will place an advertisement on WebMD.
com in order to inform our target of our new and extended hours.
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The advertisement will take the form of a banner that will be displayed on the site for any person who accesses
it from the Kansas City Northland. The specificity of targeting is another reason why WebMD.com is the right place to
deliver our message.
The banner itself includes the same clock silhouette and newly designed logo as every other visual message in
our campaign. The most prominently featured texts are the words “Northland Safety-Net Clinics” and “We’ve Extended our
Hours”. The banner also includes the names of our individual clinics as well as directions to our newly designed Web site and
facebook.com pages.
This is not a lot of information. Our message is simple, and our delivery should remain simple as well. All
our banner tries to do is what needs to be done. This ensures that our modest goal – of informing our community that we
have extended our hours – is absolutely accomplished.
106
2.4.3 Online Advertisement
• Advertising
• Contact Erika Shoup at eshoup@webmd.net about purchasing online advertisement space.
• Use the design provided in the creative section of the plans book.
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107
We have
EXTENDED
our hours!
Platte County Public Health Department Parkville Swope Health Clay County Public Health Center Platte County Public Health Department Platte City Find Northland Free Health on facebook!
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We have
EXTENDED
our hours!
Swope Health
Platte County Health Department Parkville
Platte County Public Health Department Platte City
Find us on facebook!
Platte County Health Department Parkville Swope Health Clay County Public Health Center Platte County Health Department Platte City
We have
EXTENDED
Northland
net Clinics
safety
re
la
our hours!
w
x,
e’
ve
go
t
yo
u
108

Platte County Health Department Platte City
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We have
EXTENDED We have
EXTENDED
our hours! our hours!

Platte County Health Department Platte City
109
Strategy 2.5.1: Media Kits to the Local Media
Media kits are packages that organizations send to new media outlets to encourage those outlets to cover
some aspect of the organization. They often include press releases, or news stories written about an organization by the
organization that delivers some strategic message in a format that is acceptable for a news media. Media publish these
releases to help subsidize their own reporting. Media kits are well suited for our message.
Our research shows that a sizeable portion of our patients receive most of their healthcare information while in
waiting rooms. The KC Parent Magazines available in the Swope Health Northland waiting rooms were a popular source of
reading material for our patients, as we observed on multiple visits to the clinic. Furthermore, nearly 30% of our audience
says they read the newspaper regularly; and by the newspaper, we mean the Kansas City Star (the only paper anyone
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reported to ever read).
Both KC Parent Magazine and the Kansas City Star are local media that would accept and print media kits from
organizations like ours. Our strategy is to send a media kit, including a press release about our extended hours, to both of
these local media outlets. Both publications are strategic choices based on our knowledge that our audience
reads them.
Our decision to include a media kit in our campaign is simple. Media kits provide instant credibility to our
message. Seeing our name and message in a print source that they trust resonates with our audience more than any other
strategy could. What’s more, the media kit will allow us to frame the extension of our hours in the context of attempting to
provide more underserved with affordable healthcare. This truth has no forum in other strategies.
110
2.5.1 Media Kit
• Use the media kit we have provided in the plans, which includes, a press release, fact sheet, backgrounder and a
photo opportunity sheet to send to provided media list in the plans book.
• Put media kit information in a folder and mailing envelope before sending the information.
• Send media kit to following media outlets provided in the creative section of the plans book.
media kit
111
Regional Health Care Initiative
 c/o Mid-America Regional Council  
600 Broadway, Suite 200 
Kansas City, Mo. 64105 
816/474-4240 
Fax: 816/421-7758
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT
Aug. 1, 2009 Laura McCrary Regional Health Care
Initiative Director
816-701-8288
Imccrary@marc.org
Safety Net Clinics Announce Extended Hours
KANSAS CITY, MO- Four Safety-Net Clinics in Kansas City’s Northland have responded to increasing patient needs
by extending their hours of operation. The participating clinics include Swope Health Northland, the Clay County
Public Health Center and two clinics administered by the Platte County Health Department.
Safety-Net Clinics provide subsidized healthcare to low income, uninsured and Medicaid recipients. Demand for
media kit
the clinics’ services have increased in the Northland in recent months, largely a result of the economic downturn and
shrinking job market.
Each clinic has experienced significant increases in appointments since the new year. To respond to the new
demand, the clinics, which operate during weekday mornings and afternoons, will begin accepting appointments for
weekday evenings and weekends.
Each clinic sets its own hours of operation. The Swope Health Northland clinic will keep its doors open for an
extra two hours until 7 p.m. and accept appointments for Saturdays starting at 9 a.m. until 12 p.m. The Clay County
Public Health Center will remain open until 7 p.m. as well, but will offer Saturday appointments until 2 p.m. The Platte
County Health Department’s two branches in Parkville and Platte City will share the same hours as the Clay County
Health Department’s clinic.
The Northland clinics are a part of the larger Safety-Net network of clinics. The metro- wide network of clinics
will begin a program of extending each participating clinic’s hours. The program starts on Aug. 1 of this year. The
Northland’s clinics will be among the first group of the clinics to extend their hours.
In another effort to meet increasing demand, Northland Safety-Net Clinics have launched a new Web site.
“Northlandfreehealth.org is designed to collect all of the relevant information about Safety-Net healthcare north of the
river in one easy place,” said Project Director for Center World Communications Jamie Levy. Center World has been
working in collaboration with the Mid-America Regional Council on a communication campaign for Northland Safety-
Net Clinics.
###
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816/474-4240 
Fax: 816/421-7758
Backgrounder
Initiative Director
816-701-8288
lmcrary@marc.org
Headquartered in Kansas City, Missouri, Swope Health Services was created in 1969 to provide health services to
“those who fell through the cracks of the health care system- the working poor”.
media kit
Swope Health Northland is one of five Swope clinics in the Kansas City Metro area. The clinic began operation
in 2004 on Vivian Road and relocated to Riverside in 2006. The clinic treats 2,500 uninsured and low-income patients
each year, around 50 each week. According to Swope Health Northland staff, the clinic treats predominantly for
diabetes, hypertension, and overdue patients.
Swope Health Clinics in the Kansas City area provide primary health care, outreach and behavioral health
services. According to swopehealth.org, 55,000 patients are treated annually, in which 90 percent live below poverty
level.
###
113
816/474-4240 
Fax: 816/421-7758
Backgrounder
Initiative Director
816-701-8288
Imccrary@marc.org
Clay County Public Health Center is located in Liberty, Missouri. The clinic is operated by Clay County and is
paid for through tax dollars. It provides health services to uninsured and low-income patients.
media kit
“Clay County Public Health Center’s mission is to deliver the essential public health services of prevention,
promotion, and protection to the communities of Clay County (clayhealth.com 2009)”.
The Clinic provides a number of family health services including dental, nursing care, primary care, speech and
hearing, and WIC. A number of children, youth, and adult programs are provided through the clinic to promote health
and safety to the community.
###
114
816/474-4240 
Fax: 816/421-7758
Backgrounder
Initiative Director
816-701-8288
Imccrary@marc.org
Platte County Health Department
Platte County Health Department operates two separate clinics in the Platte County vicinity. The first is in
Parkville, Missouri on East Street, and the second is in Platte City, Missouri on Marshall Road.
media kit
The Parkville and Platte City health clinics provide health services to uninsured and low-income patients. Both
locations offer the same services to its patients. These include but are not limited to primary care, women’s healthcare,
sexually transmitted diseases, and birth control.
###
115
Media List
1. Kansas City Star (Newspaper) 11. KKFI FM 90.1 (Radio)
(816)234-4900 (816)931-3122
2. KC Parent (Magazine) 12. KMBZ AM 980 (Radio)
(913)782-3238 (913)744-3600
3. Platte County Citizen 13. Kansas City Pitch (Newspaper)
(816)858-5154 (816)561-6061
4. Platte County Landmark 14. KCTV TV 5 (CBS Television)
(816)858-0363 (913)677-7211
5. Platte County Sun Gazzette 15. KCUR FM 89.3 (NPR Radio)
(816)454-9660 (816)235-1551
6. Clay County Sun Tribune 16. KMBC TV 9 (ABC Television
(816)454-9660 (816) 221-9999
media kit
7. Kearney Courier 17. KSHB TV 41 (NBC Television)
(816)628-6010 (816)753-4141
8. Liberty Tribune 18. KSMO TV 47 (MYTV Television)
(816)781-4941 (913)677-5555
9. Smithville Herald 19. WDAF TV 4 (FOX Television)
(816)532-4444
10. KCMO AM 710 (FOX Radio)
(913)514-3000
116
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Strategy 2.6.1: Sponsoring a public event
Every strategic communication campaign should include an event. Public events are important in keeping an
organization active within its community. They also help to keep the organization at the top of community members’
minds. For these reasons, we have selected this strategy to not only make the Northland Kansas City community more
comfortable with our Safety-Net Clinics but also to spread the message of our extended hours.
Most of our patients live within just three zip codes in the northern section of the Kansas City Metro Area. Three
of four of our clinics are located in that same area. This means that we are able to sponsor an event that will take
place in the heart of our patient population. This means that a preponderance of our audience will see the event and
experience it firsthand.
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We believe that the medium is as important as the message it delivers. When our community sees our name as
sponsor of a public event taking place in their own neighborhood, they will not only be exposed to our extended hours
message, but they will come to view Northland Safety-Net Clinics as an active and important member of their
community.
Sponsoring this particular event to benefit the homeless of Platte County is the best way to show our patients that
we care about their, and our, community as much as we do about their health. Our event will not only deliver our message
through a strategically chosen medium, but it will also earn our clinics the good will of our larger Northland
community.
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2.6.1 Event
• Contact : Eric A. Haynes- Diretor of Platte County for Hillcrest Transitional Housing
Platte County for Hillcrest Transitional Housing

5611 N. Northwood, #2
Kansas City, MO 64151
Phone: (816) 587-9037
Fax: (816) 442-8023p
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119
August 1, 2010
Eric A. Haynes, Director
haynes@crn.org
Platte County for Hillcrest Transitional Housing
5611 N. Northwood, #2
Dear Eric:
Northland Safety Net Clinics would like to sponsor your Platte County Annual Walk for the Homeless in May
2010. We would like to offer a sponsorship in the amount of $5,000 to be made on behalf of our clinics.

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We appreciate everything you do for the Northland community and we would like to become a more active
part of that community. Thank you for this opportunity and all your hard work.
Sincerely,
Director of Swope Health
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Strategy 2.6.2: Pitch letters to local media
Organizations use pitch letters to encourage news media to cover certain stories. They can be used to create
stories or to highlight an organization’s activities. For our purposes, we would send a pitch letter local media outlets in the
Northland to encourage them to cover the public event that we sponsor in strategy 2.6.1.
We have chosen to include a pitch letter to ensure that our event is covered, but more importantly, to ensure
that our sponsorship of the event is covered. This coverage will do two things for us. First, it will ensure that the small
portion of our audience that does not reside in the area where the event is held will be exposed to our message (and some
of the community goodwill that comes with it). And second, the pitch letter will provide the credibility that comes with a
news story. Our message, as with the media kit (strategy 2.5.1) will benefit from the endorsement of the media that
deliver it for us.
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We know that our patients who read newspapers read exclusively the Kansas City Star. We also know that
our audience reads KC Parent Magazine when in clinic waiting rooms. We will send pitch letters to both of these local
publications to guarantee strategic delivery of our message. Additionally, we will send pitch letters to every other local
newspaper and television station. The advantage to this is that wider coverage means that a wider variety of community
members receives our message. Since pitch letters are a free strategy, there is no limit to whom we can send them.
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2.6.2 Pitch Letters

• Send this pitch letter to The Kansas City Star on April 10th of 2010.
• http://pressreleases.kcstar.com
• newstips@kcstar.com
• (816)234-4900
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August 1, 2009
John Doe
Health and Community Reporter
The Kansas City Star
Dear John:
On Saturday, May 16, 2010 Northland Health Clinics will help sponsor Hillcrest of Platte County Annual Walk for the
Homeless.
We are sponsoring this event to develop a relationship with the larger Northland community. We are not only interested
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in their health but in their overall well being as well.
Hundreds of Kansas City participants will walk in the 5K in an collaborated effort to raise awareness and funds to
support Hillcrest Transitional Housing. Participants are sponsored individuals and teams who have been collecting
monetary donations.
Hillcrest Transitional Housing is a program dedicated to moving homeless families to self-sufficiency in 90 days.
Platte County Annual Walk for the Homeless will take place in the Zona Rosa entertainment district located in the
Northland at Barry Road. Participants and onlookers will enjoy festivities and prizes taking place throughout the day
beginning at 9:00 am.
Please contact me as soon as possible for you are interested in this story. Look forward to speaking with you.
Sincerely,
Laura McCrary
Director of Regional Health Care Initiative
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Landing Proceedures
Measurements
original
125
Landing
Proceedures
Public Relations
• Facebook
o Monitor based on the number of fans, wall posts and messages
o Evaluate four months after the launch of the page, May 2010
• Media Kit
o Monitor based on number of articles and stories published
o Sign up for free Google alerts that mention your company’s name
o Evaluate two months after media kit is sent out, March 2010
• Event
o Measure how many take-aways are gone after the event from the number you brought to the event
o Evaluate one month after the event, June 15, 2010
• Letters to the Doctors
measurements
o Monitor the number of returning patients using the extended hours
o Evaluate four months after the letter is sent, May 2010
• Radio Public Service Announcement
o Monitor information from database about how people were referred to the clinic
o Evaluate four months after radio PSA begins, June 2010
Marketing
• Database
o Monitor the number of total contacts listed
o Evaluate one year after installation, December 2010
• Web site
o Monitor users to improve future search engine optimization
o Evaluate every 3 months with the first being in February 2010
• Take-Aways
o Count the number of take-aways left from the total number ordered
o Evaluate four months after the start of handing them out, March 2010
126
Advertising
• Posters, Window Clings, Billboards
o Monitor the number of new patients using the database
o Evaluate every three months with the first month being, April 2010
• Video Screen, Audio Message, Posters
o Monitor the number of returning patients using the extended hours
o Evaluate every three months with the first month being, April 2010
• WebMD Advertisement
o Measure by the number of impressions from a message by WebMD
o Monitor the number of new patients using the database
o Evaluate after one month of the advertisement, April 2010
• Pamphlets
o Measure the number of pamphlets left based on the total number of pamphlets ordered
o Evaluate every three months with the first month being May 2010
measurements
127
Estimated Time of Arrival
Timeline
original
128
Estimated time
of arrival
timeline
129
Tasks Listed in Timeline
1 Purchase the database for each Safety Net Clinic in the Northland and start recording patient contact information
2 Purchase and post the window clings for each Safety Net Clinic in the Northland
3 Purchase posters, pamphlets, take a-ways for each Safety Net Clinic in the Northland
4 Contact billboard, radio and WebMD companies to being public service and schedule start date for March
5 Purchase video screen for each Safety Net Clinic in the Northland
6 Purchase Web site domain name
7 Send out media kit announcing new extended hours
8 Send out letter to the doctors
9 Launch Web site and Facebook page
10 Send posters and pamphlets to community locations
11 Post window clings and posters in each of the Safety Net clinics in the Northland
12 Begin playing audio message in each of the Safety Net clinics in the Northland
13 Begin playing video screen advertisement in each of the Safety Net clinics in the Northland
14 Begin e-mails to patients after their appointments
15 Monitor Web site usages through Yahoo! hosting
16 Send out Media Kit for Walk for the Homeless
17 Update Facebook and website about Walk for the Homeless
18 Hand out magnets and other take a-ways in each of the Safety Net clinics in the Northland
timeline
19 Begin sending postcards to patients
130
timeline
131
Travel Costs
Budget
original
132
$50,000
Budget
50,000 Budget
The plan in this book has two different budgets, one for each of the possible budgets of $100,000 and $50,000. The
first budget we have outlined is $50,000. In this budget we have funding for posters inside the waiting rooms of all Safety
Net Clinics in the Northland. These posters will advertise the new extended hours to the patients. Also for the clinics, we have
budgeted money for 20”x 30” window clings to be posted in the front window in each Safety Net Clinic in the Northland. This
budget includes four 22” video screens to be placed in the waiting rooms of all the Safety Net Clinics in the Northland. These
screens will play a slideshow advertising the new extended hours. The $50,000 budget includes one take-away for patients
of the clinic -- magnets. The money is budgeted for 10,000 magnets. The budget includes money for a new database for
all of the Safety Net Clinics in the Northland to obtain contact information of patients who use the clinic. With this contact
information, the clinics can send out e-mails to the patients post-appointment, as well as the postcards we budgeted money
for, to remind the patients of the new extended hours. An audio message we have recorded can also be played in the clinics,
budget
but that is free of cost. A large portion of the budget is for 400,000 pamphlets to be delivered to various locations in the
Northland, including shelters and community locations (the whole list is found in the creative section of the plans book).
The budget includes money for 50 posters to be hung in the same locations in the community where the pamphlets will be
distributed. The budget also includes money to purchase a one-year domain name for the Web site domain recommended,
www.northlandfreehealth.org. The budget includes a Facebook, but it is free of cost. Three billboards located in Liberty,
Riverside and Parkville for a period of 8-weeks are included in the $50,000 budget as well. The budget then provides for a
banner advertisement on webmd.com. A media kit, which is totally free of cost, is also included in the budget. Finally for this
budget, we have set aside eight percent of the total budget, $4,000 for a contingency plan. This is merely a precautionary
measure, in case our budgeted costs are exceeded by real costs.
133
$50,000 Budget
Creative Item Item Amount Cost
Inside Posters 4, 22”x28” $200.56
Window Cling 4, 20”x30” $220.00

Video Screens, with wall mount 4, 22” $2,228.00
Magnets 10,000 $1,900.00
Database 4 $916.00
Postcards 10,000 5”x7” $567.79
Audio Message 4 $0
Pamphlets 400,000 5.5”x8.5” $15,088.00
Outside Posters 50, 18”x24” $547.89
budget
Web site 1, 1 year domain $9.95
Facebook Page 1 $0
Billboard 1, Liberty, 8 weeks $8,000
Billboard 1, Riverside, 8 weeks $8,000

Billboard 1, Parkville, 8 weeks $8,000
WebMD Advertisement 300x600 $260
Media Kit 19 $0.00
Radio PSA 1 $0
Contingency 8% of total budget $5,000

$49,938.00
$49,938.19
134
$100,000
Budget
$100,000 Budget
The larger budget for this plan involves more takeaways and higher qualities of creative material. This budget
includes four posters to be placed inside all of the waiting rooms of each of the Safety Net Clinics in the Northland. We also
included money for 28”x40” window clings to be placed in the windows of each of the Safety Net Clinics in the Northland.
Money is also budgeted for four 22” LCD video screens to be placed in each of the four waiting rooms. Money is budgeted
for 10,000 magnets. The larger budget includes three other take-aways; band-aid holders, pill organizers and syringe pens.
Money is set-aside for 10,000 of each of these to be passed out to current patients. This budget also includes money for a new
database to be placed in each Safety Net Clinic in the Northland. Money has also been budgeted for 10,000 postcards for the
clinics. In the creative section of the plans book, an audio message is provided to play a reminder in the waiting rooms of the
new extended hours, but that is free of cost. This budget includes more money for more pamphlets; 500,000 pamphlets to be
budget
distributed to community and shelter locations provided in the creative section of the plans book. Money is also budgeted for
50 posters to be placed at these community locations. The cost for the domain name, www.northlandfreehealth.org, through
Yahoo! for one year is included in the budget. In the creative section of the plans book we recommend a Facebook business
page, and that is free of cost. More billboard money is used in the larger budget. We still have billboards for eight weeks in
the following locations: Liberty, Riverside and Parkville. However, this budget includes one billboard in Platte City for four
weeks as well. Because a large number of clinic patients visit WebMD, the budget includes money for an advertisement to run
on www.webmd.com advertising the clinics and new extended hours. A media kit should also be sent to the media locations
included in the creative section of the plans book, but that is free of cost to create. We recommend a radio script for a Public
Service Announcement to be used at 103.3, but that is free of cost. In this budget we added money to be used to co-sponsor
The Platte County Walk for the Homeless. Finally, we have set aside eight percent of the total budget as contingency budget.
This is a precautionary measure should the price of anything in the budget change.
135
$100,000 Budget
Creative Item Item Number Cost

Clinic waiting room posters 4, 22”x28” $200.56
Window Cling 4, 28”x40” $348.44
Video Screens with wall mount 4, 22” $3,388.00
Magnets 10,000 $1,900.00
Band-aid holders 10,000 $8,200.00
Pill Boxes 10,000 $15,900.00
Syringe Pens 10,000 $10,600.00
Database for strategies 1.2.2 4 $916.00
Postcards- direct mail 10,000 5”x7” $780.50
Audio Message for waiting room 4 $0
Pamphlets for government offices and shelters 500,000 5.5”x8.5” $16,066.45
Outside Posters 50, 18”x24” $547.89
Web site 1, 1year $9.95
budget
Facebook 1 $0
Billboard 1, Liberty, 8 weeks $8,000
Billboard 1, Riverside, 8 weeks $8,000
Billboard 1, Parkville, 8 weeks $8,000
Billboard 1, Platte City, 4 weeks $4,000
WebMD 300x600 $260
Media Kit 19 $0
Radio PSA 1 $0.00
Contingency 8% contingency budget $8,000.00
Event 1 $5,000.00
$100,117.79
136
Appendix
original
137
Appendix
A
Instructions for the use of Microsoft Access
appendix A
Creating the structure for a database is easy. But an empty database is no more useful than an empty document or worksheet.
It is only when you fill, or populate, a database with data in tables that it starts to serve a purpose. As you add queries, forms,
and reports, it becomes easier to use. If you customize it with a switchboard or custom categories and groups, it moves into
the realm of being a database application. This article discusses six key things you should consider when creating a database
application by using Microsoft Office Access 2007.
138
1. Creating a database from a template
A few years ago (the distant past in computer time), creating a database structure started with first analyzing your needs and
then laying out the database design on paper. You would decide what information you needed to track and how to store it in
the database before actually creating database objects. Creating the database structure could be a lot of work, and after you
created it and entered data, making changes could be difficult. Templates have changed this process. Committing yourself to a
specific database structure is no longer the big decision it once was. By using pre-packaged templates, you can create a dozen
database applications in less time than it used to take to sketch the design of one on paper. Office Access 2007 templates
might not create exactly the database application you want, but they can quickly create something very close that you can
tweak to fit your needs.
When you create a database from a template, Access creates the tables and other objects necessary to support the type of
database for which the template was designed. In some cases, the database structure created by the template can be quite
complex. You can make changes to the default tables, provided you take care not to invalidate existing relationships. If
significant changes are necessary to track the kind of information you want to maintain—for example, if the default tables
appendix A
include several fields you don’t want or need, and not the ones you do—it is better to create the tables from scratch.
If the database structure created by the template is wholly unsuitable to your needs—for example, if it includes a lot of
functionality you don’t need—you might find it simpler to start with a blank database and manually create only those objects
necessary to your specific project.
IMPORTANT With most computer programs, it is important to save your work frequently to avoid losing it if your computer
crashes or the power goes out. With Access, it is not only not important to save your data, it is not possible to manually save it.
When you move the insertion point out of a record after entering or editing information, Access saves that record. This means
that you don’t have to worry about losing your changes, but you do have to remember that most data entry changes you make
are permanent and can be undone only by editing the record again. Note, however, that changes to properties and layout are
not saved automatically. When you create a new table, form, or report, or modify the properties or layout of an existing one,
Access will prompt you to save the changes before closing the object or the database.
139
2. Migrating a database from a previous version of Access
Office Access 2007 stores data in a format that is different from earlier versions. Access 2007 can open and save changes to
a database created in an earlier version of Access (indicated by an .mdb file extension), but earlier versions of Access cannot
open a database saved in the 2007 format (indicated by an .accdb extension). If there is a chance that you or someone else will
need to work on a database using a previous version of Access, then you might want to leave it in that format—Access 2007
will open it and automatically save it in the same format. However, some of the features that are new in Access 2007 won’t be
available unless you update the database to the new format.
3. Importing information from other sources
After you create an Access database, there are a variety of ways you can get information into it, including importing
information from another database, a Microsoft Office Excel 2007 workbook, a Windows SharePoint Services 3.0 list, a text file,
appendix A
an XML file, or an HTML file.
Importing information from another Access database
You can easily import any of the standard Access objects: tables, queries, forms, reports, pages, macros, and modules from one
Access database to another. When importing a table, you have the option of importing only the table definition (the structure
that you see in Design view), or both the definition and the data. When importing a query, you can import it as a query or you
can import the results of the query as a table.
When you import an Access object, the entire object is imported as an object of the same name in the active database. You
don’t have the option of importing selected fields or records. If the active database already has an object of the same name,
Access imports the new object with a number appended to the end of its name.
TIP If you need only some of the fields or records from a table in another database, you can create a query in the other
database to select only the information you need and then import the results of the query as a table. Alternatively, you can
import the table and either edit it in Design view or clean it up by using queries.
140
Importing information from an Office Excel 2007 worksheet
You can import entire worksheets or a named range from a worksheet into either a new table (one that is created during the
import) or an existing table. You can also import specific fields from a worksheet or range.
Excel 2007 is a good intermediate format to use when importing information that isn’t set up to import directly into Access.
For example, if you want to add or remove fields, combine or split fields, or use complex mathematical functions to manipulate
data before importing it into Access, Excel is a great place to do it.
TIP If you want to import data into an existing table but the data structure isn’t the same as the table structure, it is often
easier to import the data into Excel, manipulate it there, and then import it into Access.
Importing or linking to a SharePoint list
You can bring content stored in a SharePoint list into Access in either of two ways—by importing the information from the
list, or by linking to the list. The process is the same for both operations.
appendix A
Importing a SharePoint list creates a copy of the list in the destination Access database. During the import operation, you can
specify the lists that you want to copy, and, for each selected list, you can specify whether you want to import the entire list
or only a specific view. The import operation creates a table in Access, and then copies the columns and items from the source
list (or view) into that table as fields and records. Changes made to the imported data in either Access or Windows SharePoint
Services will not be replicated.
If you want to work with data from a SharePoint list in Access but keep the information in both locations current, create a
linked table. Linked tables are indicated in the Access Navigation Pane by a blue arrow pointing to a yellow table. Information
you update in Access is reflected in the SharePoint list when you refresh the view, and vice versa.
141
Importing information from a text file
Access can import tabular data (tables and lists) from delimited and fixed-width text files.
In a delimited text file, each record ends in a carriage return, and each field is separated from the next by a comma or some
other special character, called a delimiter. If a field contains one of these special characters, you must enclose the entire field
in quotation marks.
In a fixed-width text file, the same field in every record contains the same number of characters. If the actual data doesn’t fill
a field, the field is padded with spaces so that the starting point of the data in the next field is the same number of characters
from the beginning of every record. For example, if the first field contains 12 characters, the second field always starts 13
characters from the beginning of the record, even if the actual data in the first field is only 4 characters.
Importing information from an XML, or HTML file
Extensible Markup Language (XML) files are often used for exchanging information between programs, both on and off the
appendix A
Web. XML files are similar to HTML files in two ways: both are plain text files that indicate formatting within tags, and both
use start and end tags. However, HTML tags describe how elements should look, whereas XML tags specify the structure of the
elements in a document. Also, as its name implies, the XML tag set is extensible—there are ways to add your own tags. Access
2007 can apply a transform script to XML data as you import or export it. Transforms are a type of template used to convert
XML data to other formats. When you apply a transform during import, the data is transformed before it enters the table, so
you can adapt an XML file to a different structure.
When you import an HTML document into Access, it will parse the document and identify anything that looks like structured
data. You can then look at what Access has found and decide whether to import it.
142
4. Controlling the features available to database users
If your database will be used by people with little or no experience with Access, you might want to control which features are
available when the database opens. If you want users to be able to open only one database, you can add one or more options
to the Access desktop shortcut and Start menu link. These options can open a specific database, run macros, and perform
other tasks.
A more common way to control the user’s environment is to set startup options in each database. You can use startup options
to control the menus and Ribbon tabs available to the user, the initial form displayed (such as a switchboard), and other
features. The startup form can include macros and Visual Basic for Applications (VBA) procedures that run automatically to set
other conditions.
5. Assigning a password to a database
You can prevent unauthorized users from opening a database by assigning it a password. Access will prompt anyone
appendix A
attempting to open the database to enter the password. The database will open only if the correct password is entered.
A secondary benefit of assigning a password is that your database will automatically be encrypted each time you close it, and
decrypted when you open it and provide the correct password.
TIP In previous versions of Access, encrypting and decrypting a database was a separate function from assigning a password
to it. If you open a database created in Access 2002 or Access 2003 from Access 2007, you will still have the option of encoding
or decoding it, which is what the process was called in those versions.
To assign a password to or remove a password from a database, you must first open the database for exclusive use, meaning
that no one else can have the database open.
143
6. Securing a database for distribution
When a database is used locally, on a local area network (LAN), or on a wide area network (WAN), you have considerable
control over who has access to it. But if you send the database out into the world, on its own or as part of a larger application,
you lose that control. There is no way you can know who is using the database or what tools they might have available to hack
into it. If this is of concern to you, consider distributing your database as an Access Database Executable (ACCDE) file.
TIP In previous versions of Access this was called a Microsoft Database Executable (MDE) file. The functionality and creation
process are the same. If you open an older (Access 2002 or Access 2003) MDB file in Access 2007, a Make MDE command
appears in the Database Tools group on the Database Tools tab in place of the Make ACCDE command that appears when
you’re working in an Access 2007 database.
Saving a database as an ACCDE file compiles all modules, removes all editable source code, and compacts the destination
database. Users of the ACCDE file can view forms and reports, update information, and run queries, macros, and VBA code.
They cannot do the following:
appendix A
^6. View, edit, or create forms, reports, or modules in Design view.
^6. Add, delete, or change references to other objects or databases.
^6. Modify VBA code.
^6. Import or export forms, reports, or modules.
Access can save a database as an ACCDE file only if it is in Access 2007 format. Access 2002 and Access 2003 databases can be
saved as MDE files.
You can’t convert a database from ACCDE format to the source ACCDB format, so before saving a database as an ACCDE file,
store a copy of the original ACCDB file in a safe place. If you need to make changes to forms, reports, or VBA code, you will have
to make them in the original database and then save it as an ACCDE again.
Courtesy of office.microsoft.com
144

Northland Freeland Health Care Pitch

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PILOT’S MANUAL

Strategic Communication Plan

William Allen White School of Journalism & Mass Communications

Strategic Campaigns Class

We are passionate people navigating original solutions.

We are a full service agency dedicated to working with principled initiatives.

We are committed to delivering a world-class product and experience.

We are Center World Communications.

Jamie Levy- Account Coordinator

Yelena Pavlik- Public Relations Director

Joe Schremmer- Research Director

• Pilot’s Log- (Executive Summary).. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7-9

Mid-America Regional Council

The Client’s Situation

Swope Health Northland

The Safety Net Clinics’ Current and Past Campaigns

Language Homes in which it is primary language

Predominant Language Speak English Well Speak English Very Well

What Our Research Means

Healthcare in the Northland

Excelsior Springs Medical Center

North Kansas City Hospital

St. Luke’s Northland Hospital

Northland Primary Care Physicians

Healthcare Environment Overview

Strategy 1.1.1: Create a new logo for Northland Safety-Net Clinics

got you’ located at the bottom of the stethoscope.

more recognizable. This means it would be more likely to be read.

based on their usefulness, pertinence and ability to convey our message.

waiting on our audience to come to our message.

Find Northland Free Health on facebook!

attention and inform them when they do.

this reason, we have included the clinic’s unique contact information.

our message while sitting in the waiting room.

and to thank our patients for their patience.

our message because they will be listening already.

tell our patients person to person, but rather doctor to person.

nearly all of them pointed excitedly at the picture.

reinforce it with the patient.

Dear Doctor Doe,

Director of Swope Health

have chosen it for this social networking strategy.

about our extended hours.

2.2.1, 2.3.1Posters to be hung at various community locations

Mon - Fri 5:30 PM - 9:00 PM

relax, we’ve got you.

Liberty, MO 64068 o Northland Family (816) 523-5550

o Crossroads Shelter Kansas City, MO 64133

Northland Safety-Net Clinics.

along with an avenue for our audience to pursue more information.

because he sounds authoritative.

SFX: Sound of a clock ticking, with the rate

SFX: Sound of clock ticking (Establish, then

Relax, we’ve got you. The four Safety-Net

-diagnosis and medication information.

deliver our message.

have extended our hours – is absolutely accomplished.

relax, we’ve got you.

relax, we’ve got you.

Swope Health Northland

Swope Health Northland

shrinking job market.

weekday evenings and weekends.