Campaign Book (2)

Lafayette Community Health Care Clinic

Awareness Campaign



Margo McZeal

Account Executive

Cherrelle Duncan

Research Director

Amelia Constantino

Copywriter

Christina Mansfield

Creative Director

Darius Evans

Media Director

Contents

Brand Platform.............................................................................................................................................. 6
Summary ................................................................................................................................................... 7

Executive Summary....................................................................................................................................... 8
Background ............................................................................................................................................... 8
Campaign .................................................................................................................................................. 8
Target Audience ........................................................................................................................................ 9
Prototypes................................................................................................................................................. 9

Research...................................................................................................................................................... 10
Abstract................................................................................................................................................... 10
Methodologies Employed....................................................................................................................... 10
Subsequent Findings ............................................................................................................................... 13
Interview Findings................................................................................................................................... 21
Conclusions Drawn.................................................................................................................................. 22
Limitations and Suggestions for Future Research .................................................................................. 25
Community Survey.................................................................................................................................. 26
Interview Guides ..................................................................................................................................... 27

Objectives ................................................................................................................................................... 29
Poster Campaign ..................................................................................................................................... 29
Social Media Campaign........................................................................................................................... 30
Mass Media Campaign............................................................................................................................ 30

Programming .............................................................................................................................................. 32
Objective 1: ............................................................................................................................................. 32
Objective 2: ............................................................................................................................................. 33
Objective 3: ............................................................................................................................................. 34
Budget..................................................................................................................................................... 38

Evaluation ................................................................................................................................................... 42
Objective 1: ............................................................................................................................................. 42
Objective 2: ............................................................................................................................................. 43
Objective 3: ............................................................................................................................................. 43

Stewardship ................................................................................................................................................ 45
Reciprocity .............................................................................................................................................. 45

Responsibility .......................................................................................................................................... 46
Reporting ................................................................................................................................................ 46
Relationship Nurturing............................................................................................................................ 47
Appendices..................................................................................................... Error! Bookmark not defined.

Brand Platform

Vision
The vision of the Lafayette Community Health Care Clinic is to produce a
community of healthy, hardworking, and productive individuals who can come
together and create a healthier, more informed and better Lafayette community.

Core Values

• Providing Health Care: Health care is a fundamental necessity and all
people including uninsured should have access to it.

• Provide Results: Provide efficient results that are useful to the people,
employees, and communities directly served by LCHCC.

• Create and Maintain Partner Relations: Initiate effective forms of
collaboration with health care and non-health care partners, for legislation,
fundraising, evaluation, and administration purposes.

• Prevention Education: Community education that focuses on health
prevention of disease, illness, and social problems leads to individuals being
responsible for their health.

• Establish a Respectful and Supportive Work Environment: Promote
diversity, advancement, responsibility, continual education, teamwork,
compassion, stewardship, cultural values and ethical standards including
respect, honesty, justice and fairness.

Purpose

LCHCC’s core purpose is to improve the quality of life and standard of living
for the uninsured working Lafayette parish and surrounding areas. LCHCC wants to
enrich the very existence of these residents and improve life overall through quality
outpatient health care. Maintaining the health of these residents ensures the health
of the community mentally physically emotionally and financially.

Brand Positioning Statement

Locals taking care of locals.

Summary

The Lafayette Community Health Care Clinic’s brand platform encompasses
its vision, core values, core purpose, and brand positioning statement.

The vision of LCHCC is to ensure health care is provided to a community
where all residents are knowledgeable and hands-on about their health care needs.
It is the vision of the Clinic for all residents of the community to have access to
quality health care. If all residents are educated, proactive, and have access to
their health care needs the community will be able to prosper economically. When
people are sick due to lack of access to or information about health care, these
individuals will not be able to work contribute to the community.

Core values include access, partnership, stewardship, preventative
education, results-oriented accountability, and grassroots advocacy. These timeless
guiding principles are what allow the Clinic to operate daily. Access to quality health
care in the community is vital. Partnership with local businesses and individuals
creates critical relationships for the Clinic. Proper stewardship with partners,
donors, and volunteers is what helps maintain these critical relationships.
Preventative education permits community members to stay informed about health
care needs. Results-oriented accountability provides legitimate results that are
beneficial to the patients, employers, organizations, and the community. Grassroots
advocacy is important to create a sense of trust in the Clinic throughout the
community.

The core purpose of the Clinic is to provide quality outpatient health care of
Lafayette’s working uninsured. LCHCC strives to enhance the lives of all members
of the community. By maintaining patients’ health, the Clinic is able to make a
significant contribution to the physical, emotional, and economic health of the
community.

The brand positioning statement, “Locals taking care of Locals,” conveys the
heart of the Clinic, to take care of its own. It reinforces all other elements of the
Brand Platform, establishing the Clinic as an organization that cares about Lafayette
Parish and wants to keep the community healthy and prospering by operating by
means of local volunteers only.

Executive Summary

Background

The Lafayette Community health Care Clinic (LCHCC) is a nonprofit agency
providing substantial health care for the working uninsured in Lafayette and
surrounding areas. The program has formed partnerships with local health care
professionals and lay people to provide the best care for qualified Lafayette Parish
residents. Through quality outpatient health care, LCHCC enriches and improves the
lives of all members of our community. By maintaining our patients’ health, LCHCC
make a significant contribution to the physical, emotional, and economic health of
Acadiana. Through the Awareness Campaign, we were able to successfully identify
three target areas that would increase recognition of the Clinic and its services.

Campaign

The Awareness Campaign was focused on the current knowledge of the
Lafayette Community Health Care Clinic in using the ROPES process and the post-
research findings in increasing the awareness and accurate understanding of the
services. The first step in ROPES process is Research; we found that most people
were unaware of the services offered at the clinic. The second step is Objectives,
set to increase awareness; we created three platforms-a poster campaign, a social
media campaign, and a mass media campaign- that would be effective in raising
awareness. Each portion plays a significant role in the overall public relation
strategy of the campaign. The third step is Programming; this was developed using
media kits, flyers, a media calendar and television and radio PSAs to spread the
word about the organization. The fourth step is Evaluation; using the venue contact
and media appearance forms, the Clinic is able to evaluate the awareness of the
clinic by keeping record of what communication materials are used to promote the
activities measuring the success of the campaign. The fifth step is Stewardship, a
very important step in continuing a mutual beneficiary relationship that was used
through the ROPES process. Stewardship is focused of five elements: reciprocity,
showing appreciation and providing recognition to the publics who have supported
the organization; responsibility, following the obligations and expectations set;
reporting, informing the public about developments related to the opportunity that

drives the relationship; and relationship nurturing, always keep publics in the
forefront of the organizations activities throughout the year.

Throughout this campaign the organization will experience the work of five
individuals working toward one common purpose- LCHCC. Through proper
implementation, the Awareness Campaign will demonstrate the unique and much
needed services that LCHCC has to offer Lafayette Parish.

Target Audience

The campaign is aimed for all qualifying patients and volunteers. Although the
target audience is ideal, any awareness is accepted. With good public relation
strategies an increase in popularity of LCHCC will be noticed. Potentially, the
organization can become a household name across all demographics.

Prototypes

Flyers, public service announcements, word of mouth, and television segments will
be used to spread the word about the organization. A calendar has been created to
help the organization implement the public relation campaign. Throughout this
campaign the organization will experience the work of five individuals working
toward one common purpose- LCHCC. Through proper implementation, the
Awareness Campaign will demonstrate the unique and much needed that LCHCC
has to offer the Lafayette community.

Research

Abstract

This study investigates the extent to which the Lafayette community is aware of the
Lafayette Community Health Care Clinic (LCHCC) and its services among other
related issues of interest. Using data from a convenience survey of community
members (n = 323), and using UL students as administrators, we aim to develop a
comprehensive communication campaign that will benefit LCHCC and its
stakeholders. In summary, we found that while there is a promising base of
awareness about the Clinic in and around the Lafayette area, there is also a notable
portion of residents who are unaware or misinformed about the Clinic. A number of
respondents are undecided about government involvement in health care and a lack
of trust in government involvement is evident, but members of the community were
open to the idea of both volunteering and donating their time and efforts to a
community-run health care clinic for the working uninsured. Additionally,
volunteers, donors, and partner agencies of LCHCC are satisfied with their
contributions to the Clinic, yet a common lack of recognition for donors and partner
agencies was reported. These findings directly inform the objectives of the
campaign.

Methodologies Employed

The research took place in three phases. First, volunteer interviews were conducted
at LCHCC. On October 5 and 7, 2010, students (in UL attire) attended two Clinic
nights, during which they served food to volunteers, including local doctors,
dentists, pharmacists, nurses, and other service (e.g., bookkeeping) professionals
who provide their services to the Clinic on a regular basis, free of charge. Those
volunteers willing to answer a few questions about their experience at the Clinic
were interviewed. Their names were not associated with their responses, neither in
notes taken during the short interview nor in this aggregate report of findings. No
Clinic staff members were involved with any of the data collection processes, nor
were they interviewed. This research provided an in-depth look at volunteering at

the Clinic to see what areas could be improved, and what they feel is the most
important thing the community should know about the clinic. This information is
vital to the Clinic in knowing where and how to step forward in attaining more
volunteers and improving volunteer work for those that already do. Interviewing
the volunteers on Clinic nights was the most practical way to obtain their feedback.

Second, a one-page community survey was conducted at local retailers (with their
permission) in Lafayette Parish (Breaux’s Mart, Champagne’s, Nu Nu’s, Piggly
Wiggly, and the Main Lafayette Public Library). The survey assessed the awareness
of and perceptions about LCHCC within the community, as well as attitudes toward
government involvement in health care, personal importance of health care, and
potential for donating to and volunteering for community-based health care. Basic
demographics were obtained from all the respondents. Students wore UL attire and
set up tables at the entrances and exits of each retailer, where a convenience
sample of willing participants was surveyed. No respondent names were requested
and their participation was voluntary. 323 usable surveys were collected between
October 8 and 10. This information is important to the Clinic as it shows how much
of Lafayette Parish residents’ awareness and perceptions of the Clinic are
inaccurate, how they feel about government involvement in health care (as the
Clinic is not government-run), and how they feel about assisting organizations such
as the Clinic. With this information, the Clinic will know which demographics need to
be targeted, and how much the community needs to be educated on their
organization and services. The Clinic will know what points of interest the
community will respond to (e.g., if the community is not for government health
care, the Clinic can push that they are a community-run clinic that relies on local
professionals and volunteers) and, in turn, receive more patients donors,
volunteers, and partners.

The third phase of the research process involved known donors and partner non-
profit agency representatives provided by the Clinic. These individuals and/or
organizations were contacted by phone to answer a few questions during the week
of October 10-15. The interview was designed to assess their experience with the
Clinic. No names were related to these responses, and participation was voluntary.

This research process provided an in-depth look at the donor/partner aspect of the
Clinic to see in what capacity they donate, what areas could be improved, if they
had been recognized as a donor/partner by the Clinic, and what they feel the
community should know about the Clinic. These responses will aid the Clinic greatly
in improving and strengthening their relationships with existing donors and partners
as well as obtaining new ones.

The above research methods were conducted to provide answers to the following
research questions:

RQ1: What is the current level of awareness re: the Clinic and its services in the Lafayette
area?

RQ2: To what extent are perceptions held about the Clinic accurate? (e.g., the Clinic is often
mistaken for a government agency)

RQ3: To what extent are community members comfortable with government involvement in
health care?

RQ4: To what extent are community members willing to get involved (e.g., volunteering,
donating) with community-based health care initiatives?

RQ5: To what extent are volunteer health care providers satisfied with their experience at the
Clinic?

RQ6: To what extent are donors satisfied with their interactions with the Clinic?

RQ7: To what extent are partner agencies satisfied with their interactions with the Clinic?

Subsequent Findings

Survey Results

Reporting from the results of 323 surveys, 47.6% of respondents were male,
52.4% were female. 28.2% were between the ages of 18-25, 21.8% were between
the ages of 26-34, 22.8% were between the ages of 35-50, 21.5% were between
the ages of 51-64, 5.8% were 65 and older. 54.7% of respondents reported that
they were Caucasian, 39.4% were African American, 3.1% were Asian, and 2.8%
reported that they were some other race. 4.6% of respondents considered
themselves Hispanic. The average number of people in each household was 3, with
a range of 1-11. 57.6% of respondents worked full time/40 hours a week, 24%
worked part time, 5.9% were looking for work, and 12.5% were none of these.
75.9% of respondents had health insurance. 24.1% did not. Of those who have
insurance, 20.2% have government insurance and 79.8% have private insurance.
These results are intuitively pleasing, as they generally reflect the population of
Lafayette Parish in most measures.

Race Age

Asian Other 65 & older
3% 3% 6%

51-64 18-25
21% 28%

African Caucasian
American 55%

39%

35-50 26-34
23% 22%

47.8% of respondents have heard of the Lafayette Community Health Care Clinic,
37% have not, and 15.2% are not sure if they’ve heard of the Clinic. Of those who
have heard, 12.1% think that it is run by the government, 42.7% knew that LCHCC
was run by local health care providers, and 45.2% were not sure. 21.1% of
respondents who have heard of the clinic thought that LCHCC served everyone in
Lafayette Parish, 38.8% knew that the clinic served only working people without
insurance, and 40.1% of respondents were not sure. Of those who have heard of
LCHCC, 15.7% are very familiar with LCHCC’s services, 45.1% are somewhat
familiar, and 39.2% aren’t at all familiar.

10.1% of respondents prefer to get their health care (if they were sick) from a
government-run clinic, whereas 88.6% prefer to get theirs from a clinic run by local
healthcare professionals.

The rest of the survey gauged respondents’ attitudes toward the following 7
statements. Respondents had to answer based on a 5-point Likert Scale with the
following options: “Strongly Disagree, Disagree, Neither Agree nor Disagree, Agree,
Strongly Agree.” A mean response less than 3.0 indicates disagreement, a mean of
3.0 indicates neutrality/indifference, and a mean above 3.0 indicates agreement
with the statement provided.

Survey Question 1: Everyone should have access to quality health care.
Mean = 4.42, 86.4% either strongly agree or agree with this statement.

Everyone should have access to quality health care.

Neither Disagree Strongly Disagree
Agree nor 3% 3%

Disagree
8%

Agree
22%

Strongly Agree
64%

Survey Question 2: The government should provide health care for working people who don’t
have insurance.

Mean = 3.78, 66.1% either strongly agree or agree with this statement.

The government should provide health care for
working people who don't have insurance.

Strongly Disagree
7%

Disagree Strongly Agree
11% 37%

Neither Agree nor
Disagree
16%

Agree
29%

Survey Question 3: Communities should work together to provide health care for working
people who don’t have insurance.

Mean = 3.87, 67.6% either strongly agree or agree with this statement.

Communities should work together to provide
health care for working people who don't have
insurance.
Strongly Disagree
4%
Disagree
10%

Neither Agree nor Strongly Agree
Disagree 38%
18%
Agree
30%

Survey Question 4: Health care is an important issue to me.

Mean = 4.48, 90.9% either strongly agree or agree with this statement.

Health care is an important issue to me.

Disagree 2.2% Strongly Disagree
Neither Agree nor 0.6%

Disagree 6.2%

Agree 30.8%

Strongly Agree
60.1%

Survey Question 5: I trust the government to take care of me and my family.

Mean = 2.51, 53.3% either strongly disagree or disagree with this statement, with
24% indifferent.

I trust the government to take care of me
and my family.

Strongly Disagree Strongly Agree
30% 11%
Agree
12%

Disagree Neither Agree nor
23% Disagree
24%

Survey Question 6: I would consider volunteering in a community-run effort to bring health
care to the working uninsured.

Mean = 3.79, 61% either strongly agree or agree with this statement, with 26%
indifferent.

I would consider volunteering in a
community-run effort to bring health care to

the working uninsured.
Strongly Disagree
Disagree 5%

8%

Neither Agree Strongly Agree
nor Disagree 26%

26% Agree
35%

Survey Question 7: I would consider making a donation to a community-run health care clinic
for the working uninsured.

Mean = 3.59, 57.4% either strongly agree or agree with this statement, with 28%
indifferent.

I would consider making a donation to a
community-run health care clinic for the
working uninsured.

Strongly Disagree
6%
Disagree
9%

Neither Agree Strongly Agree
nor Disagree 22%
Agree
28% 35%

Interview Findings

Interviews conducted with volunteers, donors, and partner agencies produced rich
qualitative results that gave an in-depth look at the level of satisfaction that these
affiliates have regarding their interactions with LCHCC, along with their rationale
behind these levels of satisfaction.

Among the nineteen volunteers who were interviewed, every single respondent
reported positive levels of satisfaction with their work at the Clinic. One respondent
reported being “100% satisfied” with his/her volunteering at the Clinic, and more
than half of the respondents indicated that they are “very satisfied” with their
volunteer work. When asked what could be done to improve the volunteer’s
experience at the clinic, nearly half indicated that nothing needed to be done. Of
those who did see room for improvement, the reccurring suggestion was a need for
“more volunteers.” A couple of respondents indicated a need for a cleaner/better
work space. Finally, volunteers were asked what they felt the community needed to
know about the Clinic. Several respondents indicated that it was most important for
the community to know that the Clinic is “here to help.”

In order to gain further insight on the inner workings of the LCHCC, we questioned
some of the regular donors to find out how their experiences differed. Many of
those questioned had been long term donors, some involved from the inception of
the organization. While their methods of donation and length of support differed,
their experiences were similar. One respondent said that he/she had been
recognized via “a paper certificate,” but indicated that although he/she is “not
seeking to be recognized,” perhaps “a different way (verbally) would be better.”
One respondent claimed that they had never been recognized or thanked, to their
knowledge, for their efforts and contributions. Interviewees consistently expressed
a desire to be kept in contact with about the clinic and its operations, and many
had not received a newsletter in some time. In addition to their personal
experiences, the donors had some key bits of advice for the improvement of the
clinic. Awareness was a recurring issue, as pertains to both donor involvement and
community awareness. This was also the main issue that the donors believe needed

to be addressed to the community. They expressed a need for the community to
know that the clinic is available for their use and the use of people just like them. It
is a service for the people, by the people.

Finally, the research team interviewed a set of partner agencies pertaining to their
involvement with the Lafayette Community Health Care Clinic and their overall
experience throughout their partnership. Just as with the donors, the partner
agencies noted a lack of recognition, or, at minimum, a lack of awareness about
recognition received. One partner agency expressed that they were promised “some
form of recognition” but he/she had “never seen the recognition.” The other agency
questioned was “unsure” as to whether they had ever been recognized for their
contributions at all. Consistent with these findings, the partners expressed a need
for the community to know that the clinic exists for their use, and that others are
truly trying to help them with their needs.

Conclusions Drawn

In conducting the interviews with Clinic volunteers; awareness surveys; and
interviews with donors, volunteers, and partner agencies, we were able to draw
conclusions that will shape our communication plan.

RQ1: What is the current level of awareness re: the Clinic and its services in the Lafayette
area?

Before implementing a communications campaign, an organization must be aware
of the extent that their community knows about their organization, the reach of its
services, and its operations. The results of the community awareness survey that
were distributed throughout the Lafayette area reflected that 47.8% of residents
had heard of the Lafayette Community Heath Care Clinic. This finding reveals a
promising base of awareness upon which targeted communications can build.

RQ2: To what extent are perceptions held about the Clinic accurate? (e.g., the Clinic is often
mistaken for a government agency)

Of those who have heard of the Clinic, just under half knew that it was an effort
operated by local health care professionals, but a roughly equal number of people
were not sure as to whether the clinic was community or government-based.
Throughout the conducting of the community awareness survey, student
administrators met verbal opposition to participation due to the fact that individuals
thought that the research was being conducted for the benefit of a government-run
clinic. Whereas 39% of respondents correctly understood that the clinic serves the
working uninsured, 40% were not sure. 45% felt that they were somewhat familiar
with clinic services, yet 39% were not familiar at all. In summary, although there
appears to be a notable portion of the population who is aware and holds accurate
perceptions about the Clinic, there is an equally notable portion that doesn’t know
or are misinformed about the Clinic’s operations.

RQ3: To what extent are community members comfortable with government involvement in
health care?

Health care was shown to be an important personal issue for 91% of respondents,
yet only 23% trust the government to take care of themselves and their families. If
given the choice, 89% of respondents would prefer to receive health care from a
community-vs. a government-run-clinic. There was overall agreement (86%) that
everyone should have access to quality health care, with slightly higher ends of
agreement that communities, rather than the government, should provide health
care for the working uninsured. A number of respondents are still undecided about
government involvement in health care, but a lack in trust in government
involvement is evident.

RQ4: To what extent are community members willing to get involved (e.g., volunteering,
donating) with community-based health care initiatives?

Members of the community were open to the idea of both volunteering and
donating their time and efforts to a community-run health care clinic for the

working uninsured. However, nearly one-third are undecided. From a
communication perspective, people “on the fence” about taking action are more
easily persuaded to do so than those opposed.

RQ5: To what extent are volunteer health care providers satisfied with their experience at the
Clinic?

Volunteers across the board reported that they were deeply satisfied with their
contributions to the Clinic. In fact, many of the volunteers reported that there was
nothing that the Clinic could do to improve their experience. However, among the
volunteers who did offer a suggestion for improvement, the overwhelming trend
was that respondents feel that there is a need for more volunteers and/or resources
at the clinic. Based on these responses, the Clinic is doing an excellent job of
keeping volunteers happy, but a focus needs to be put on volunteer recruitment.

RQ6: To what extent are donors satisfied with their interactions with the Clinic?

While the methods of donation and length of support differed among the donors
that were contacted, their experiences were consistent. Overall, donors were proud
of the fact that they contribute to a community-run entity that provides services to
those within that community in need of quality health care. However, many of the
donors noted a lack of recognition, some even claiming that they had never been
recognized or thanked, to their knowledge, for their efforts and contributions. They
consistently expressed a desire to be kept in contact with about the clinic and its
operations. It is apparent that it would be beneficial for the clinic to strengthen
current and future relationships with donors by recognizing their donations to the
clinic.

RQ7: To what extent are partner agencies satisfied with their interactions with the Clinic?

Similar to the donors, the partner agencies that were contacted noted a lack of
recognition. One partner agency expressed that they were promised some form of
recognition which had not been delivered. The other agency questioned was unsure
as to whether they had ever been recognized for their contributions at all.
Consistent with these findings, the partners expressed a need for the community to

know that the clinic exists for their use, and that others are truly trying to help
them with their needs.

Limitations and Suggestions for Future Research

As with all research studies, there are several limitations that occurred in our study.
First, student researchers were prohibited by the UL Institutional Review Board
from interviewing patients because they are considered a vulnerable population. In
future studies, gathering information from this population would be essential and
should be a priority in the research methods.

Second, this study used only hard copies for surveys. Future research could use
online methods such as Survey Monkey. Doing so would provide additional outlets
for community members to take the survey.

Also, there were time constraints (associated with the academic calendar) put upon
the researchers. With limited time, there was only so much information that could
be gathered. A random sample of Lafayette Parish residents would have allowed for
generalizations to be made to the broader community. With a convenience sample,
the ability to generalize with confidence is limited.

Another limitation was the fact that only two phone interviews were secured with
known partner agencies and six with known donors. In the future, provision of
streamlined contact information would aid in the timely and more extensive
collection of data. Knowing exactly who to contact would ensure the likelihood of
obtaining usable interviews.

Finally, this study primarily analyzed community awareness of the Clinic. In future
studies, it would be wise to investigate the communication channels most often
used by respondents. This would increase the knowledge of how and at what times
people receive information relevant to their health care so that campaign materials
can be placed at optimal locations for optimal exposure.

Community Survey

This survey is being conducted by UL Communication students. Your participation in this study
is strictly voluntary. You may decline to participate at any time and you will remain anonymous.
Thank you very much!

Gender: ____M ____ F Age: ____18-25 ____ 26-34 ____ 35-50 ____ 51-64 ____ 65 or over

Race: ____Caucasian ____Black/African American ____Asian ____Some other race

How many people are in your household? _____ Do you consider yourself Hispanic? ___ Yes
___ No

Do you currently have health insurance? ___ Yes ___ No If YES, is it __ Government or
__Private insurance?

Current employment: ___ Full-time (40+ hrs/wk) ___ Part-time ___ Looking for work ___ None
of these

Have you ever heard of the Lafayette Community Health Care Clinic? ___ Yes ___ No ___
Not sure
If YES, is the Clinic operated by: ___ the government ___ local healthcare providers ___ not
sure?
If YES, does the Clinic serve: ___ everyone ___ only working people without insurance ___ not
sure?
If YES, how familiar are you with the Clinic’s services? ____ Very ___ Somewhat ___ Not at all

If you (or a family member) were sick, where would you prefer to receive your health care?
__ At a government-run clinic
__ At a clinic run by local healthcare professionals

Please indicate your level of agreement with each of the following statements:

1) Everyone should have access to quality health care.
___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

2) The government should provide health care for working people who don’t have insurance.
___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

3) Communities should work together to provide health care for working people who don’t have
insurance.

___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

4) Health care is an important issue to me.
___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

5) I trust the government to take care of me and my family.
___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

6) I would consider volunteering in a community-run effort to bring health care to the working
uninsured.
___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

7) I would consider making a donation to a community-run health care clinic for the working
uninsured.
___Strongly Agree ___Agree ___Neither Agree nor Disagree ___Disagree ___Strongly
Disagree

Interview Guides

VOLUNTEERS/MEDICAL PROFESSIONALS (used on Clinic nights)

Good evening, my name is __________. I am a Communication student at UL researching the
awareness and perceptions of the Lafayette Community Health Care Clinic. May I ask you a few
questions about your volunteer experience? Your name will not be affiliated with your responses.

QUESTION: In what capacity do you volunteer for the Clinic? What made you want to
volunteer for the Clinic?

QUESTION: Overall, how satisfied have you been in your volunteer work here?

QUESTION: What could the Clinic do to improve your experience here?

QUESTION: What is the most important thing our community should know about the Clinic?

Thank you for agreeing to be a part of our research through this interview. We appreciate you
taking your time out to help us.

DONOR/PARTNER AGENCIES (used in personal interviews via phone)

Good evening, my name is __________. I am a Communication student at UL researching the
awareness and perceptions of the Lafayette Community Health Care Clinic. May I ask you a few
questions? The questions will pertain to your experience that you have had as donor to/partner
agency with the clinic and your name will not be affiliated with your responses. This interview
should take about 5-10 minutes and we appreciate your participation.

QUESTION: How long have you been a donor to/partnering agency with the Clinic?

(DONORS ONLY) QUESTION: Do you donate to particular events or programs at the Clinic, or
just Clinic operations in general?

QUESTION: How have you been recognized as a donor/partner agency?

QUESTION: What suggestions do you have for how the Clinic could improve relationships with
its donors/partner agencies?

QUESTION: What is the most important thing our community should know about the Clinic?

Thank you for agreeing to be a part of our research through this interview. We appreciate you
taking your time out to help us.

Objectives

Poster Campaign

Objective 1:
To increase awareness of the Lafayette Community Health Care Clinic by
implementing a poster campaign in 10 Lafayette Parish employer
businesses and 10 retail locations by December 2011.

Rationale:
This objective is important because research indicates that although 48% of
Lafayette Parish residents are aware that the Clinic exists, 39% are not at all
familiar with services provided by the Clinic.

This objective aligns with the Clinic’s interest in increasing awareness of and
accurate understanding about the Clinic, particularly in regard to 1) access/services
2) community-based healthcare by locals for locals, and 3) proactive health care.

Fulfillment of this objective is expected to result in the following benefits:

· An increase in community awareness will ideally attract more qualified
patients, volunteers, and donors to support the Clinic’s mission.

· An increase in community understanding of the Clinic’s services will help to
offset any confusion about the Clinic being government-run and provide
potential patients, volunteers, and donors with accurate information about
the Clinic.

Social Media Campaign

Objective 2:
To increase awareness of the Lafayette Community Health Care Clinic by
implementing a social media campaign by December 2011.

Rationale:
This objective is important because research indicates that although 48% of
Lafayette Parish residents are aware that the Clinic exists, 39% are not at all
familiar with services provided by the Clinic.

This objective aligns with the Clinic’s interest in increasing awareness of and
accurate understanding about the Clinic, particularly in regard to 1)
access/services, 2) community-based healthcare by locals for locals, and 3)
proactive health care.

Fulfillment of this objective is expected to result in the following benefits:

· An increase in community awareness will ideally attract more qualified
patients, volunteers, and donors to support the Clinic’s mission.

· An increase in community understanding of the Clinic’s services will help to
offset any confusion about the Clinic being government-run and provide
potential patients, volunteers, and donors with accurate information about
the Clinic.

Mass Media Campaign

Objective 3:
To implement a year-round media campaign that keeps the Clinic “in the
news” on a regular basis beginning in January 2011.

Rationale:
Increased Clinic exposure through publications and air time will provide the
community with ongoing awareness of Clinic activities, as well as complement other

efforts to establish the Clinic as an expert source of health care information.

This objective aligns with the Clinic’s interest in increasing awareness of and
accurate understanding about the Clinic, particularly in regard to 1)
access/services, 2) community-based healthcare by locals for locals, and 3)
proactive health care.

Fulfillment of this objective is expected to result in the following benefits:

· Educating stakeholders about the Clinic’s operations and increasing
awareness that the Clinic is supported and serviced by local doctors, nurses,
pharmacists, dentists, and community volunteers, will help reduce any
misconceptions the public may have in regard to its operations.

· By increasing the number of publications and air-time, LCHCC will receive
more exposure for its events and services. This will ideally increase
motivations for residents to volunteer and/or donate.

Programming

Objective 1:

To increase awareness of the Lafayette Community Health Care Clinic by
implementing a poster campaign in 10 Lafayette Parish employer
businesses and 10 retail locations by December 2011.

• Programming 1.1: Identify local businesses that have employees who qualify
for Clinic services.

• Programming 1.2: Contact them to introduce the Clinic and its services.
• Programming 1.3: Fill out the “Venue Contact Form” and file in Awareness

Binder. (See Appendix A)
• Programming 1.4: Secure permission to display posters and brochures in

employee break rooms and on information boards. (See Appendix B)
• Programming 1.5: Schedule convenient times to present information about

the Clinic to employees.
• Programming 1.6: Distribute information materials to employers.
• Programming 1.7: Follow-up quarterly, to thank participating businesses and

refresh supplies as needed.
• Programming 1.8: Once a positive relationship is established with the

business owners, send information about how to be involved in other aspects
of the Clinic (donate, volunteer, etc.).
• Programming 1.9: Identify local businesses who serve customers likely to
qualify for Clinic services.
• Programming 1.10: Distribute information materials to retailers.
• Programming 1.11: Follow-up quarterly, to thank participating retailers and
refresh supplies as needed.
• Programming 1.12: Once a positive relationship is established with the
retailer owners, send information about how to be involved in other aspects
of the Clinic (donate, volunteer, etc.).
• Programming 1.13: Post flyers in Clinic lobby to reinforce messages seen in
area businesses.

Objective 2:

To increase the awareness of the Lafayette Community Health Care Clinic
by implementing a social media campaign by December 2011.

Facebook (A)

• Programming A 2.1: Include information about the Clinic’s presence on
Facebook in all disseminated information (emails, posters, web site, media
contacts, etc.).

• Programming A 2.2: Provide weekly health fun facts appropriate to seasons
of the year (refer to objective 3 programming 3.3 for a list of topics by
month) in an effort to become a credible health expert.

• Programming A 2.3: Print the “Wall” each week with the fun fact that has
been posted and file in the Awareness Binder.

• Programming A 2.4: Message Fans monthly updating them on current
events, fundraisers and news.

• Programming A 2.5: Print a copy of the messages sent to fans and file in the
Awareness Binder.

• Programming A 2.6: Upload jpeg formats of all posters or promotional
materials in “Photos” section of Facebook profile as well as the main picture
for any events created on the “Events” tab.

• Programming A 2.7: Once Twitter Account is established, link Twitter and
Facebook to simultaneously post information. Once you are logged onto your
Facebook, under the “Account” tab select “Help Center”. In the search bar,
type “link Facebook to Twitter” and hit enter. Once the search options
appear, click on the first link entitled, “How can I sync my Twitter account to
my Facebook profile, so that my Facebook posts automatically post as
Tweets/are tweeted?” Once you click on the link you will have the option to
click “Link your Facebook and Twitter accounts here”. Once you click on the
final link, follow the prompts about linking the LCHCC Facebook page to the
LCHCC Twitter page.

Twitter (B)

• Programming B 2.1: Establish a Twitter account (www.twitter.com).
• Programming B 2.2: Include information about the Clinic’s presence on

Twitter in all disseminated information (emails, posters, web site, media
contacts, etc.).
• Programming B 2.3: Search medical professionals to follow, creating a
network of other professionals on Twitter. They may also choose to follow
you.
• Programming B 2.4: It is important to post information at least once-a-day
to maintain interest in following LCHCC’s “tweets”. The tweets can be the
same as LCHCC’s Facebook posts.

Objective 3:

To implement a year-round media campaign that keeps the Clinic “in the
news” on a regular basis beginning in January 2011.

• Programming 3.1: Refer to the media calendar for a complete timeline of
media contacts. (See Appendix C)

• Programming 3.2: Press releases involving Clinic events should be sent to all
publications on the Media List two weeks before the event and then again
three days before. (See Appendices D and E)

• Programming 3.3: File a copy of all press releases disseminated in the
Awareness Binder.

• Programming 3.3: A goal of 10 press releases per year should be sent to the
media in addition to any event press releases and promotional materials in
order to establish credibility in Acadiana as a leading and reliable health
expert. Here is a month by month list of topics:
o January: Vision health—how often to visit your optometrist, especially
for diabetic and hypertensive patients.
o February: “American Heart Month”—blood pressure screening, heart
disease prevention, etc.

o March: Cervical cancer awareness—reminding ladies to get their
annual check-ups.

o April: “Pharmacists’ War on Diabetes Month”—Diabetes prevention
and treatment.

o May: “Health Care Classic” Golf Tournament
o June: Nutrition—Healthy eating for a healthy lifestyle.
o July: Beating the heat—staying hydrated, avoiding sun-related

illnesses, common misconceptions.
o August: Healthy dental hygiene—avoiding Gum Disease, related to

other illnesses such as Heart Disease, premature births, etc.
o September: Cold and Flu Season—getting vaccinated, avoiding

illness, household remedies
o October: “Breast Cancer Awareness Month”, “Pennies for Pills” launch
o November: Allergies—avoiding and treating allergic reactions, most

common types, how to get screened.
o December: “Silver Bell Soiree”
• Programming 3.4: Schedule “Health Hint” appearances on Passe Partout,
KLFY TV10 for the first Thursday of every month and KATC TV3 for the third
Thursday of every month.
o Topic should reflect press releases listed above
o Here are some talking points for every media appearance:

 Topic of the month mentioned above with health facts and tips
OR participation information

 Preventative education tip
 Plug for more volunteers and donors, “We are always looking for

more.”
 Patient eligibility information and what documents to bring
 Find us on the web at www.lafcommunity clinic.org and on

Facebook and Twitter.
• Programming 3.5: Fill out “Media Appearance Form” in the Awareness Binder.

(See Appendix F)

• Programming 3.6: Send Media Kits to radio and TV stations on the Media
List. Fill out the Media Kit Log found in the Awareness Binder. (See Appendix
G)
Here is a schedule to follow and suggestions for inclusions:
o May: Health Care Classic media kit
 Health Care Classic press release
 Impact assessment
 Information about how to participate
 T-Shirt
 LCHCC logo plastic golf balls
 Any promotional materials
o October: Pennies for Pills media kit—should be delivered in a Pennies
for Pills change collector.
 Pennies for Pills press release
 Impact assessment (for every dollar earned…)
 Instruction sheet on how they can participate using the change
collector
 Supporter decal
 Any promotional materials
o December: Silver Bell Soiree media kit—can be delivered wrapped as
a Christmas present
 Silver Bell Soiree press release
 Impact assessment, including current donors and levels
 Candy canes
 LCHCC Christmas ornament (for an office tree)
 Christmas Mix CD from LCHCC to you
 Any promotional materials

• Programming 3.7: Distribute radio and TV public service announcements to
contacts on media list. (See Appendix H)
o Here is what to send along with the file:
 Cover letter
 Typed PSA script

 Storyboard (for TV PSA only)
 LCHCC Fact Sheet
 Proof of Tax Status: 501(c)3

Budget

Office Depot Black and White Copies
8.5 x 11
5700 Johnston St 11 x 17
Lafayette, LA 70503
Phone: (337) 273-2559 Color Copies
8.5 x 11
$.10 11x 17
$.20

$.59
$1.20

Items Purchased for Awareness Campaign:

Color SS Letter Prices
16 @ $0.59
$9.44
Subtotal $9.44
Sales Tax $0.76

Total $10.20

FedEx Office Kinko’s

3808 Ambassador Caffery Pkwy

Lafayette, LA 70503

Phone: (337) 989-2679

$.10 per copy Black and White Copies
$.20 per copy 8.5 x 11
$.59 per copy 11 x 17
$1.20 per copy
Color Copies
8.5 x 11
11x 17

Items Purchased for Awareness Campaign: Prices
$21.75
FS OS Bond 16 x 11
3 @ $7.25

FS C SS 8.5x11/14 $4.72
8 @ $.59

Discount $2.17

Subtotal $19.58
Sales Tax $1.56

Total $26.16

Hobby Lobby Prices

5622 Johnston St. Suite 200 $8.82
Lafayette, La 70503
(337) 983-0020 $7.50

Items Purchased for Awareness Campaign: $2.00

Popcorn Cards $4.45
6 @ $1.47
$8.69
Glitter Box
$31.36
Ribbon $2.52

Cards $33.98

Media Kit Accessories (glitter pen, i.e.)

Subtotal
Sales Tax

Total

Walmart Prices

Manager Chris Smith $8.00
123 St. Nazaire Rd, Broussard $1.38
Phone: (337) 231-1852 $6.99

Items Purchased for Awareness Campaign:

SC 15PK 10oz
4 @ $2.00

Alcohol Swab

Golf Balls

Subtotal $9.38
Sales Tax $.75

Total $17.12

CVS/pharmacy Prices
$11.98
1920 Kaliste Saloom $11.98
Lafayette, LA 70504 $.24
(337) 984-1092
$12.22
Items Purchased for Awareness Campaign:

No Peeking Popcorn 24oz
2 @ 5.99

Subtotal
Sales Tax

Total

Citadel Broadcasting Corp

Cedric (337) 315-5530
202 Gilbert Rd
Lafayette, La 70506
Office Phone: (337) 261-9522

All final creative must be received 2 weeks prior to campaign start date
All Public Service Announcements are free.

Citadel Radio Stations

KNEK 104.1 Request Line: 337-920-5635 Business Line: 337-232-1311
KRRQ 95.5 Request Line: 337-920-5777 Business Line: 337-232-1311
KSMB 94.5 Request Line: (337) 920-5762 Business Line: 337-232-1311
KXKC 99.1 Request Line: (337) 920-5762 Business Line: 337-232-1311

Regents Broadcasting Corp

Townsquare Media
1749 Bertrand Dr.
Lafayette, LA 70506
Main Office: 337-233-6000
Fax Number: 337-234-7360

All final creative must be received 2 weeks prior to campaign start date
All Public Service Announcements are free.

Regents Radio Stations

KTDY-FM 99.9 Request Line: (337) 237-5839
KMDL-FM 97.3 Request Line: (337) 261-9797
KFTE-FM 105.1 Request Line: (337) 235-9636
KPEL-FM 96.5 Request Line: (337) 232-1542
KHXT-FM 107.9 Request Line: (337) 234-1079
KPEL-AM 1420 Request Line: (337) 269-1077
KROF-AM 960 Request Line: (337) 235-5635

Evaluation

The effectiveness of the campaign will be evaluated based on two aspects, the
process and the outcome. The process evaluation will take place as programming is
underway. Adjustments may need to be made in order to meet the objectives. The
outcome evaluation will determine the success of the campaign according to each
objective once the campaign is completed and the process evaluation has called for
adjustments.

Objective 1:

To increase awareness of the Lafayette Community Health Care Clinic by
implementing a poster campaign in 10 Lafayette Parish employer
businesses and 10 retail locations by December 2011.

Process:

• Benchmarks should be set throughout the year to evaluate the Clinic’
progress in meeting the objectives set forth by the awareness campaign (for
example, two per month).

• It is necessary to keep track of all contacts made with employers and retail
business owners (those who have agreed to host posters and those who have
not), by filling out the “Venue Contact Form” found in the prototype section
of the General Awareness Campaign book.

• “Venue Contact Forms” should be filed in the Awareness Binder for review at
the end of the year.

Outcome:

• In December 2011, the “Venue Contact Forms” binder should be reviewed to
assess the attainment of objective one and its programming, ten employers
and ten retail locations hosting Clinic posters.

Objective 2:

To increase the awareness of the Lafayette Community Health Care Clinic
by implementing a social media campaign by December 2011.

Process:

• It is necessary to keep a record of weekly Facebook posts and monthly
messages to fans. This can be done by printing anything posted or messaged
to fans and filing it in the social media binder.

• Twitter posts do not need to be printed as they should be the same as
Facebook posts.

Outcome:

• Interest in the Clinic’s postings can be evaluated by the number of fans and
the number of “Likes” a post has received. Has the number of fans increased
throughout the campaign? Have there been comments or “Likes” about
posts?

• In December 2011, the social media binder should be reviewed to assess the
attainment of objective two and its programming.

Objective 3:

To implement a year-round media campaign that keeps the Clinic “in the
news” on a regular basis beginning in January 2011.

Process:

• File a copy of all press releases distributed in the media binder and set a
benchmark of about one per month.

• Log all media appearances (morning shows, etc.) by filling out the “Media
Appearance Form” to be filed in the Awareness Binder.

• Anytime a media kit is sent to the media, a log of it and its contents should
be kept in the Awareness Binder.

Outcome:

• In December 2011, the media binder should be reviewed to assess the
attainment of objective three and its programming.

• Have media kits been sent to contacts on the media list during the months of
October, November, and December?

Stewardship

Working with the media can be a very effective tool to accomplish specific
stewardship goals. LCHCC regularly works with magazines, newspapers, radio
stations, films, and television stations to get the general message out as well as
targeted messages on specific issues. These communications provide the general
public with what may be their only information on health care clinics. An ongoing
relationship with the media is vital to any organization as those channels distribute
information toward current and potential stakeholders. Although it may be easy to
forget to practice sufficient stewardship, it is vital to remember that the
relationships built with media will continue to be important and should therefore be
nurtured. Examples of stewardship should be demonstrated through each element.

Reciprocity

Showing appreciation and providing recognition to stakeholders who have
supported the organization.

Social Media:

Twitter
Tweeting about the media’s coverage of an event or general news is very effective
way of showing gratitude and value of the media. This can be demonstrated by
tweeting the media’s article/blog post/informative essay. Re-tweeting the media’s
comment shows recognition of their general contribution to the organization. Public
recognition via #FollowFriday (#ff) will increase awareness of the media that covers
the organization.

Facebook
Organizations can “like” an update, news story, features article demonstrating the
appreciation of the media’s posting. Becoming a fan of the media’s Page, Cause or
Group is also important. But more importantly, organizations should write on the
wall of media’s pages and thank them for the good work they do.

Print, Television, Radio:

If budgeting allows, an imprinted product with the LCHCC logo serves as a gift.
Stationary, gift cards, food and t-shirts are good measures of reciprocity. Although
news anchors cannot receive personal gifts, donating items to the station tends to
be well received. Tangible items will ensure that the media will retain a constant
reminder of LCHCC.

Responsibility

Being true to obligations made and expectations set. Demonstrating through
actions that the organization is worthy of stakeholders’ supportive attitudes and
behaviors.

Transparency is the degree to which an organization shares the following with its
stakeholder publics:

• Its leaders: The leaders should be accessible and straightforward when
talking with members of key audiences.

• Its employees: Employees should reinforce the public view of the company
and able to help people where suitable.

• Its values: Ethical behavior, equal treatment, and other values should be
displayed.

• Its culture: How a company does things is more important today than what it
does. The way things are done is not a secret in transparent companies.

• The results of its business practices, both good and bad: Successes and
failures should be openly communicated.

It is in LCHCC best interest to behave ethically and talk openly. An open dialogue
with patients, partners, and media should be implemented while using
transparency. It is vital to remain transparent and honest throughout all actions.

Reporting

Keeping stakeholders informed about developments related to the opportunity or
issue that drives the relationship.

Accurate reporting is important to any organization and the below practices should
be used:

• Media Alert (Who, what, where, when, how format)
• PSAs (both radio and television)
• Op-Eds and Letters to the Editor should be used to get community support,

discussion and interest.
• Press Conferences: These are just meetings where you invite the press to

announce news.
• Face-to-face meetings, briefings and telephone contact are important to

ensure the accuracy of information disseminated.
• Newsletters, background information targeted to the stakeholders should be

disbursed to media groups as well.
• Email blast with updated information should be disbursed to media groups.
• Media Kits providing information of upcoming events.

Relationship Nurturing

Keeping stakeholders at the forefront of the organization’s activities. (i.e., invites to
organizational events throughout the year; keeping publics informed and engaged
year-round, not just at fund drive time)

Organize a media day for special events. Offer tours of the organization.

• Invitations to attend events such product launches; boardroom lunches;
industry functions including VIP dinners and presentations, exhibitions,
displays, sponsored events, and charity activities.

• A concise but complete press kit in which you introduce yourself, your
organization and its mission statement. Include complete contact information
for LCHCC staff and members with whom an editor or producer might want
to get in touch.

• Follow up the press kit with a phone call. Set up a face-to-face meetings so
that the editor or producer will associate a person with the name of the
organization.

• Invite members from the media to sit on the board of directors including all
media outlets (TV, radio, Web site and print reporters, editors and
producers).

Appendices

Lafayette Community Health Care Clinic
Media Appearance Form

Name of Agency: _______________________________________________
Type of Medium: _______________________________________________
Name and Time of Show:_________________________________________
Contact Person (Name, Position):__________________________________
Phone: _______________________________________________________
Fax: _________________________________________________________
E-mail: _______________________________________________________
Physical Address: ______________________________________________
Mailing Address (if different): _____________________________________

EXAMPLEDate Scheduled (and by whom):___________________________________
LCHCC Person on Air: ___________________________________________
Topic: _______________________________________________________
Date of Appearance: ____________________________________________
Arrival Time: __________________________________________________
Media Kit or Other Materials to Bring:_______________________________

LCHCC Contact Name and Date (print): _____________________________
LCHCC Contact Signature and Date: ________________________________

Notes (continue on back):
_____________________________________________________________
_____________________________________________________________