DEVELOPED BY: RFHA SA NPC

Transcription

1 DEVELOPED BY: RFHA SA NPC

2 RFHD SA HAS TWO MAJOR AUDIENCES: 1. The clients who attend the Health Days and are impacted by the services 2. The members of the public/private partnership that contribute to the execution of the programme organised into the following categories: -Funding partners -RFHA Inc. Board -RFHA CEO -RFHA SA NPC -Rotarians

3 2017 Marketing Feedback The most effective way to inform people about the RFHDs was through word-of-mouth; the right people, the clinics, and community organisations and businesses were informed. This year saw the rise in prominence of well-placed posters, and well distributed flyers; especially in places where the Health Days had not been before. The other critical component of a successful and effective RFHD is a good site location; it must be visible and central. The least effective means of informing people was via Facebook, radio, newspaper, or television. Only 47% of surveyed site coordinators accessed the website to print materials (posters and leaflets).

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5 Broad Challenges and Solutions Identified Website tools were not used by 50% Site Coordinators (poster, leaflet templates) Website revamp makes access to tools easier, follow up after training to ensure it is disseminated, SC contact lists added to mail chimp for additional communication Radio adverts were not submitted timeously Increased accountability for tasks Posters and Leaflets needed a simplified version for printing in B/W Content changes being considered (open files needed to insert date/location) Need more involvement with the community members to mobilise attendance Community Engagement Guide created and available on the website for team at Site Level

6 OBJECTIVES OF THE MARKETING PLAN ARE: Encourage attendance of clients at the health days in October Increase awareness and reputation of the Rotary Family Health Days amongst the partners and communities Align with the new Wellness Campaign messaging

7 Marketing strategy: A combination of a two-prong strategy: 1. An online approach to leverage web presence and social media to create top of mind awareness amongst current demographics in attendance 2. An increase in community engagement to ensure the community members are mobilised [outlined in community engagement plan]

8 OUR NEW APPROACH Strengthen the website and social media presence of RFHDs to create a high touch campaign for all audiences once they are caught in the cycle of website/ s/ social media.

9 2018 will be a year to establish a strong brand presence in the communities and to build trust and educate on the following topics: 1. Need for the Rotary Family Health Days (the disease burden in South Africa) 2. The alignment and collaboration with NDOH objectives and campaigns (Wellness Campaign) 3. The commitment of all partners and the value of relationships (cross-promote partners) 4. The global impact of participating in the Health Days 5. The consistency and strength of the reputable Health Day Programme

10 The strategy to present these messages including weekly touches via a combination of , blogs and social media. Content will be developed in the following forms: 1. Blog articles for the website 2. Infographics to educate 3. Video testimonies from partners and clients at the site 4. Written testimonials from participants 5. Related articles on the health crisis 6. Promotion of partners involved and their impact

11 MARKETING ACTIVITY/MILESTONE PERSON RESPONSIBLE DATE OF EXPECTED COMPLETION SUCCESS INDICATOR Develop Media & Communication Strategy Complete a new website rollout to receive s Dr. Sarah Britten, Exec Director, Marketing & Comm Manager January 2018 Completed and Approved Kristal 31 Jan ,000 list Negotiate with Media Houses Sue 30 March 2018 Confirmed recommitment and duplicated support offerings from 2017 Social Media growth MC Manager 15 th of each month 10,000 increased followers campaign developed Monthly newsletter touches Kristal Monthly milestones 33% open rate Call for volunteers MC Manager July+ 100 applications received on website Announcement of Sites MC Manager August+ of Site List sent to registered s

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13 Planned promotion /advertising touchpoint Promotional strategy and considerations Expected business improvement Target date Print media advertising* Only 47% of surveyed site coordinators accessed the website to print materials (posters and leaflets). Education/training and follow-up needs to be conducted to determined why print materials weren t used at more than half of the sites. Expected to maintain the current level of customers with a small percentage of improvement based upon more refined exposure (such as detailing the specific venues in each advert) Print media will be promoted three weeks prior to campaign and one week after Radio advertising* The partnership with Media Houses includes pro bono radio support and reaches an estimated 500k people through their airways. It is a large source of news and event updates for the RFHD SA target demographics. In the past scripts have not been delivered timeously severely compromising the support and impact of the partners. Accountability and follow up needs to ensure the communications are carried out. Expected to see an increase with no missed air slots Because the Impact Study reflected 5% mobilised from Radio; social media integration from SABC Foundation and SABC has been offered to their reach of >37 million people. Recommended interviews for education versus 30 sec air slots (similar strategy to be followed with YFM) Radio advertisements will take place a week prior to the event *Note these advertising campaigns are based upon the budget negotiated by the Programme Director and the Media Houses (SABC, Caxton, Independent, YFM, NCRF, Rotary Africa, etc.) the media schedules will be provided by the partners, and the Media Team will develop and execute the campaign.

14 Website development for attracting inbound customers, seeking signups for communication s Online presence is a major factor for all demographics targeted by the RFHDs. The website will be redesigned to become more user friendly, easy to navigate with key information pared down for simple access. Blogs will be developed to increase the SEO and provide more value to inbound customers. s will be collected for customers interested in receiving Site Lists or updates on the campaign Social Media will be heavily promoted to encourage follows/likes to provide multiple touches for each customer The average person requires 12 touches to be converted into a customer. The website will provide multiple opportunities for converting a visitor to a friend so they can be exposed through newsletters, social media, and targeted campaigns and reminders leading up to the event. We expect to see a drastic improvement by providing trust building content for customers and increasing their top of mind awareness of the event. This will be the platform for volunteers to access all tools, training and promotional material Jan 31 st 2018 for website completion Social Media Campaign Increase the engagement through Facebook and Twitter by sharing valuable articles, and updates 5 times a week between Feb 01 and the event. This should increase followers by 10,000 to further provide opportunities for exposure, trust building content and reminders to attend the campaign on the day. Feb-October 2018 Community Engagement Plan Word of mouth is the most successful form of marketing and will take place via community engagement as outlined in the Community Engagement Plan. (this will include items such loud hailers and hosting community hall forums) Having community buy-in for both the needs of the people and the opportunities should significantly increase attendance at the event. The engagement plan was requested from the Impact Study reocmmendations March-Oct 2018

15 Broad Challenges and Solutions Identified Website tools were not used by 50% Site Coordinators (poster, leaflet templates) Website revamp makes access to tools easier, follow up after training to ensure it is disseminated, SC contact lists added to mail chimp for additional communication Radio adverts were not submitted timeously Increased accountability for tasks Posters and Leaflets needed a simplified version for printing in B/W Content changes being considered (open files needed to insert date/location) Need more involvement with the community members to mobilise attendance Community Engagement Guide created and available on the website for team at Site Level

16 Social media strategy goals: to develop trust with the potential customers to increase the brand awareness around the RFHDs and Rotary remind people of the campaign itself for increased attendance on the day

17 1 Blog post a week 1 Monthly newsletter and Blog subscribers will receive weekly s with the new blog content 5 Social media posts per week: Blog sharing Campaign updates Polls for engagement Monthly content for sharing/ celebrating growth of page

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19 High-Touch Cycle with Market social media provides high touch trust building contentredirects to website website: sign up for s, follow social media channels blog/ newsletters encourage social media follows s: send newsletters and blog updates with trust building content

20 Milestones MARKETING ACTIVITY DATE OF REVIEW MONITORING METHODS REVIEW OUTCOMES Print media advertising, July 2018 Oct 2018 Radio advertising July 2018 Oct 2018 Press Releases June 2018 Website development for attracting inbound customers, seeking signups for communications Social Media Campaign July 2018 Aug 2018 Sept 2018 July 2018 Quarterly (Mar, June, Sept, Nov) Posters/Material creation/submission deadlines Material creation/submission deadlines Number of visitors (expected increase in web traffic) and quantity of subscriptions (goal= 5000) Points of impact (followers/ like) increasing Community Engagement Plan April, July, Oct Survey tools (satisfaction of members) Press Packs September Materials approved and assembled TShirts & Bibs July/ Sept Designs approved and printed Interviews July/Sept Designated spokespeople, trained and scheduled for interviews

21 Partner Support

22 SABC Foundation radio ads launch site interviews all radio live reads tv interviews OBU launch site social media platforms health education articles NCRF

23 Caxton Newspapers community ads health education articles social media platforms

24 Independent Newspapers community ads health education articles

25 Media 24 community ads and articles social media platforms health education articles (Provided by NDoH?) Linking to dailies and other exposures Potential CSI through on the dot distribution assistance

26 NCRF TBA

27 YFM Social Media Platforms Recording of the Radio Ads Interviews Running of the Radio Ads 15 second video clips to increase engagement

28 Primedia Radio ads 702, Cape Talk, Highveld, Metro FM Interviews

29 NDOH Sadmon TBA

30 RFHA Rotary, Rotary International, Rotary Africa posters/leaflets paid articles RA RI media engagement

31 NDOH Responsibility Training Date in September National AIDS Helpline Through DoH they provide the Site List details

32 RFHD SA- Facebook 5 shares per week Content created by RFHA RFHD SA Instagram/ Twitter 5 shares per week Content Created by RFHA RFHD SA Website Weekly blog Monthly newsletter Content Created by RFHA Partner Platforms How can partners add value? Share RFHA content (partner responsibility) Tag Pages/Profiles Hashtags Create unique content for partner pages? YFM-15 second video ad creations? Social Media Engagement Partner Platforms & Content Creation

33 Internal Communication Support RFHD Training District Steering Committee Heads National Planning Meeting Training (Checklist for prework and content to be completed) to be submitted via for review before 12 th July National meeting Website training portals with accessible documents National AIDS Helpline Training NDOH Please complete this section

34 Launch Site Communications and Media Considerations for LS Meeting Branding Posters Leaflets Banners Press Kits Briefing Documents Invitations & Save the Dates Name Tags Logistic Letters Accreditation

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38 Grow your Rotary Club! Recruit Rotarians from the Community and Partners at District & Site Level Strengthen community relationships for more impactful campaigns and activities throughout the year. Increase national awareness of the Rotary brand. Be a part of something BIGGER! The RFHDs are the first ever national campaign involving all 3 Rotary Districts and COSA Countries. The partnership and alignment with NDoH has taken 6 years to strengthen and is unmatched.

39 DEVELOPED BY: RFHA SA NPC