Josselyn: CLR Drop-In Center Michelle Zhang Deeya Burman Eunice Chow Alex Huang Nathan Lipkin May 7,...

Josselyn: CLR Drop-In Center

Michelle Zhang Deeya Burman Eunice ChowAlex Huang

Nathan Lipkin

May 7, 2010

Overview of Presentation

Approach and Research Methodology

Internal Optimization Details

External Outreach Details

Impact Measurement Details

Suggested Implementation timeline

Approach and Research Methodology

Issue Tree for Increasing Attendance

How can we increase attendance to the Drop-In Center?

What are the center’s core positioning

strengths?

Who are the center’s target clients?

How do you get the word out (marketing

channels)?

How can we measure impact of strategy?

Our Research Methodology

Analysis of the Center’s

Registration Forms

Ethnographic interviews with

clients and staff in addition to first client meeting

Geographic research of local support systems

Competitive analysis with

comparable Drop-in Centers in the

United States

Key info from Registration Forms Analysis

• Quantitative Research Approach– Records of the Drop-In Center’s first time

Registration Forms• Compiled the 57 clients from 2007-2010• Key Dimensions to Analyze

– Date of Registration, Address, Date of Birth, and Referral Information

Graphical Analysis - Location

• An analysis on where current clients were from

• Majority of clients either were from Skokie or Glenview

• Opportunities for expansion exist for the remaining locations Nile

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Chicago

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okie

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2

4

6

8

10

12

14

Address Distribution

Graphical Analysis - Dates

• An analysis on when the current client base first joined the drop-in.

• A large proportion of the registrations occurred during the Fall of 2007.

• Registration since then has declined.

5/10/2

007

10/10/2

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3/12/2

008

8/12/2

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1/13/2

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6/15/2

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11/16/2

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5

10

15

20

25

30

CLR Registration Date Frequency

Graphical Analysis – Referrals

• An analysis on how the clients heard about the drop in center.

• Main channels were either through friends or the Josselyn Center.

• Strong potential in doctors and mailing referrals.

Friend Therapist Josselyn Flyer Mailing

Other Doctor NAMI0

5

10

15

20

25

CLR Referral Distribution

Gained insight from interviews with CLR’s staff and clients

• Visited the CLR Drop-In Center two times– Sunday Apr 25 and Thurs Apr 29

• Interviewed 8 Staff about what they liked the most and what they’d like to see improved

• Chatted with ~10 clients to understand their perspective on the Center

• Used insight from these interviews to guide our recommendations

Key insights from staff and clients

Things they love

Supportive Family-like Atmosphere

Safe Place that gives clients control

Interaction and communication

Lots of options and activities to do

Great experiential learning for staff

Things that could be improved

Getting the word out to more therapists

Going digital with website, Facebook, Linked-In

Give clients more input to what they like to do

Have themes for each day to attract more clients

Invite educators to give presentations (eg: NAMI)

Comparative analysis through ethnographic interviews

• Emailed and called four other drop-in center directors

• Compiled descriptions of programming, marketing methods, and attendance tracking

• Used this information to compare facilities, services, and outreach initiatives

Comparative Analysis across two Categories

Organized successful programs and methods commonly mentioned in interviews

Facilities and Services Marketing Methods

Comparison of Facility and Services

PEER CenterTrillium Drop-in

CenterAnother Way

Brevard Drop-inCenter

Hands AcrossLong Island

CLR Drop-inCenter

Computers1 1 1 1 0 1

Tv1 1 1 1 0 1

Games1 1 1 1 0 1

Arts and Crafts1 1 0 1 0 1

Musical Instruments1 1 1 0 0 0

Kitchen1 1 0 0 0 0

Mental HealthAdvocacy Group 1 0 0 0 1 0

Other SupportGroups 1 1 1 1 1 0

Drug/AlcoholRecovery Or 12-Step 1 0 0 0 1 0

Field Trips/Outings1 1 0 0 0 0

Free Meals/Snacks1 1 1 1 1 1

Transportation1 1 0 1 0 0

PEER CenterTrillium Drop-in

CenterAnother Way

Brevard Drop-inCenter

CLR Drop-inCenter

Flyer Locally0 0 1 0 0

Speaking engagements1 0 1 0 1

Brochure Mailings1 1 0 1 0

Other healthcareproviders 1 1 0 1 0

Community outreach1 1 1 0

Open House0 1 0 0 1

Website with Calendar1 1 1 1 0

Listserv1 0 0 0 0

Comparison of Marketing Methods

With research results, created 3-part strategy

• Making the existing Center inherently more attractive to target clients

Internal Optimization

• Creating awareness of the Center to external referral sources

External Outreach

• Keeping track of the effectiveness of new marketing strategy

Impact Measurement

Internal Optimization

Brand Memo: Refine and Articulate target clients

• There’s a lack of focus in the Center’s current target

• Refined target: Adult recovering or dealing with a mental health issue– Diagnosis is not mandatory; but some prolonged

health issue should exist

Drop-In Center’s Core Strengths

• The only center of its kind in the Chicago Northshore• Associated with the reputable Josselyn Center

Unique “Recreational Therapy Model”

• Clients are given empowerment through a welcoming community• Not judged on their mental disabilities

Client Empowering Culture

• Clients are free to drop in / out• Donation-based

Flexibility

• Success testimonials• Retention rate is very high. Some clients have been coming for years

Proven Success

Developed a new programming philosophy

Design programs with a purpose/meaning• Create incentive and interdependence that can combat “first-time

anxiety”.

Mobilize existing staff and clients• Capitalize on the passion of the staff and give the clients a sense of

ownership.

Brainstorm field trips outside of the Center• Provide social opportunities outside of the Center and engage specific

interests of the clients.

Created step-by-step guide for programming

• Broke down programs into different categories– Eg: Educational, Fundraising, Philanthropy, etc

• Suggested a customized development process for each category– Included goals, planning, and execution– Adhered to overall programming philosophy

Example of development process: Philanthropy

•To raise money for another non-profit or cause at least once every four months.

Setting a goal

•Keep a running list of fundraising ideas made by the clients, and have the staff select the best.

Brainstorming ideas

•Allow the clients to take on responsibility and leadership, with oversight from the staff

Planning and executing the

event

Modernize through Website

• Create website through wix.com or yola.com– Open-source– Cost-effective– User-friendly

• Process for building websites1. Sign-in to wix.com or yola.com2. Drag and Drop and play around with the tools3. Transfer clrdropincenter.com domain to the site4. Publish what you’ve edited

Yola site is simple and elegant

Temporary address: http://clrdropincenter.yolasite.com

Yola has strengths and weaknesses

Pros Cons

Simple Drag and Drop No animation

Blog Function Not as flexible/customizable in designing

More user-friendly, especially for beginnersCan insert widgets and html codes from outside sources

Wix site is more intricate and has animations

Temporary address: http://www.wix.com/clrdropincenter/CLR-Drop-in-Center-II

Wix also has strengths and weaknesses

Pros Cons

Has animations, looks more professional

Not as user-friendly

More flexible/customizable in designing

Easy to make mistakes

Comes with many internal widgets and functions

No blog function

EXTERNAL OUTREACH

Appeal to Clients’ Support Systems

Distribution Channels

Private Practices

Hospitals

Counseling Centers

Churches

Alumni Staff

Existing Members

Media/PR

Other Support Groups

• Detailed contact information for various external organizations and physicians

• Marketing strategy guides to appeal to each category of contacts

• Press release strategy and implementation guide to reach out to local media

Deliverables allow for easy implementation

Example: Marketing Strategy Private Practitioners

•Use addresses to compile mailing list and phone numbers to follow-up with private practices

Contact Information

•Mail out introductory cover letter, and information packet including brochures and success stories

Informational Materials

•Attend speaker and networking events to meet more private practitioners

Expansion

Developed Press Release strategy to earn media attention

• Detailed contact information of local media outlets

• Comprehensive Press Kit for distribution– Sample Press Letter to the Editor– Photographs of the Center– Possible Story pitches– Demographic analysis of ages and addresses of

current attendees

Impact Measurement

Built a new registration system to measure success

• Refined registration forms and sign-in process– First-time registration to capture crucial info– Daily sign-in log to track attendance

• Constructed a detailed guide for step-by-step implementation– Google Doc– Excel– Hard copies of registration form & sign-in log

Updated Registration Form

Facilitate quantitative analysisExcel Analysis Example

Suggested Implementation Timeline

June

2010

•Peruse and share deliverables with CLR staff

•Train staff on new procedures

•Refine website to get ready for launch; work on new newsletter

July 201

0

•Launch official website and new digital newsletter

•Launch impact measurement procedures

•Delegate tasks for External Outreach strategy

•Start planning new programming events

Aug 201

0

•Update website with new monthly newsletter

•Execute new programming events

•Analyze attendance trends at the end of the month

Sept

2010

•Hold another Open House

•Continue improving marketing strategy with by mobilizing staff and clients