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Gilda’s Club South Jersey
Situation Analysis
Created by: Kayla Lucia, Shannon Murtha, Anastasia Jones, Joelle Voza,
Marya Cabatingan
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Situation Analysis
The situation analysis examines Gilda’s Club South Jersey’s communication
status with its relevant audiences, located in Linwood, New Jersey, and makes
recommendations with public relations plan concentrating on community outreach and
image positioning.
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History
Founded in memory of comedienne Gilda Radner, Gilda’s Club stands as a
cancer support community for men, women, teens and children affected by cancer.
Gilda’s Club offers a variety of support and networking groups, workshops, lectures, and
social events in a home-like setting at no cost.
Gilda Radner made her debut on Saturday Night Live in 1975 and since then
stole the hearts of people everywhere for her bright and giddy personality. In 1986, she
was diagnosed with ovarian cancer and passed away three years later. As a result,
Joanna Bull, Radner’s psychotherapist, and Gene Wilder, Gilda’s widower, brought
Gilda’s Club to life, along with Joel Siegal, a famous broadcaster.
Gilda’s Club South Jersey’s mission ensures all individuals impacted by cancer
obtain the knowledge, guidance and support they need to live their lives in the most
peaceful way. To improve awareness and attract more audiences of this beautiful
cause, Gilda’s Club South Jersey (from here on referred to as GCSJ) will strengthen its
image, and communication among the surrounding communities.
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Primary and Secondary Research
Primary Research
Online Survey South Jersey Residents - One researcher conducted a survey
among South Jersey residents utilizing Reddit, Facebook, and email. This survey
targeted individuals ages 18 and older. 42.3 percent of the respondents age 18 to 35
years, half of whom live in Camden County. This survey revealed what South Jersey
residents know about GCSJ.
Research presented that of 93 respondents, 81.7 percent do not possess any
knowledge of Gilda’s Club. This proves a need to create brand awareness and
advertise Gilda’s Club, more strongly among relevant target audiences. In addition,
results show 73 percent of survey participants lack knowledge of GCSJ’s mission. In
fact, when asked to describe GCSJ’s mission in their own words, 81.9% of participants
stated “I do not know” or “no idea.”
Research proved the majority of respondents have no knowledge about Gilda’s
Club. Many respondents stated they knew of Gilda Radner from Saturday Night Live but
only thought the organization cared for patients with ovarian cancer. In regards to
finding GCSJ, respondents with prior knowledge discovered Gilda’s Club through
word-of-mouth from friends, coworkers and hospitals. The latter heard of GCSJ for the
first time through the survey and lacked prior knowledge of its existence.
Our findings from this survey suggest GCSJ rarely communicates with its
surrounding communities. GCSJ serves as one of the few facilities of its type in South
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Jersey, therefore its name and mission should be well known. We can accomplish this
by successfully executing the strategies and tactics, to follow.
From the survey answered by South Jersey Residents, when asked to rate the level of
importance 1 (being the least important) to 5 (being the most important) of Gilda’s Club
within the community,
• 30.1 percent rated one
• 8.6 percent rated two
• 37.6 percent rated three
• 16.1 percent rated four
• 7.5 percent rated five These responses conclude the community feels an average importance for GCSJ. As a
result, we are working with a majority of people who already value GCSJ. It’s important
to work with this target audience because they can share the value that they hold and
influence others.
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Online Survey for Physicians and Nurses - Local physicians and nurses stand
as paramount influences of patients’ quest to seek emotional support during and after
cancer treatment. A survey for physicians and nurses yielded a total of thirteen
respondents, all of whom know of Gilda’s Club. Nine out of thirteen respondents
reported they recommend a visit to Gilda’s Club to patients. However, research shows
these recommendations don't happen regularly. To increase brand awareness in the
local communities, we must influence these local medical professionals in order to favor
and recommend Gilda’s Club to others.
Moreso, all respondents rated the significance of emotional support for patients
during and after cancer treatment as a 5 on a 1-5 scale. One participant stated: “I
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believe having emotional support throughout cancer treatment is crucial to a patient’s
well being.”
After analyzing the results, physicians and nurses spreading the word about the
GCSJ could take it to a new level. As physicians and nurses impact and influence
patients’ lives, they must remain our target audience. Maintaining a good image with
local physicians and nurses remains crucial to GCSJ.
Face-to-Face Interview with Volunteers - Another researcher conducted
interviews with six volunteers at Gilda’s Club. According to the research, out of the six
volunteers who currently work for Gilda’s Club, only three have prior experience working
for a non-profit organization. Unanimously, all interviewed volunteers believe Gilda's
Club plays a valuable role in recovering for cancer patients, and all would greatly benefit
from volunteering for Gilda’s club. Furthermore, volunteers of Gilda's Club claim they
maintain their emotional investment into the organization. Additionally, two-thirds of
volunteers first came to Gilda's club due to a family member or a friend, adding they all
knew someone affected by cancer.
After analyzing the results, every interviewed volunteer thinks GCSJ plays a
valuable role in the community. Volunteers at GCSJ must keep good rapport with
members which will ultimately add to a worthy experience, and thus, make them speak
highly about GCSJ.
Focus Group with Members - Fifteen Gilda’s Club cancer patients participated
in an informal focus group tailored around ten questions about GCSJ and their
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experience with Gilda’s Club. These members found GCSJ through both doctor
referrals and referrals from friends within the cancer community.
Respondents said fear of the cancer treatment process and potential effects on
their lives were the driving factor for their initial Gilda’s Club visit. The understanding
and comforting environment prompted all of these respondents to become active
members of GCSJ.
Focus group members highlighted the importance of connections at GCSJ. The
connections and support received from the organization makes facing cancer treatment
more bearable and provides a family-like environment. When asked how GCSJ
improves members’ lives, respondents reported feeling strengthened by gaining sacred
knowledge only GCSJ shares and the positive impact of the genuine relationships
developed at Gilda’s Club.
These findings were beneficial to the plan because it told us how to communicate
with the target audience and how we can motivate newcomers. Using this newfound
information will help us achieve our mission. Word of mouth acts as the most effective
way of discovery. Relating the fear and introducing the positive emotional connections
to residents who are unfamiliar will serve as worthy news.
Surveys for Gilda’s Club South Jersey Members- In addition to our focus
group, a variation of a survey went out to friends or family of cancer patient members.
They can choose between either visit on Tuesday nights, with a cancer patient, or they
can come on Thursday’s for bereavement. These members discovered GCSJ from
friends. This piece of research proves word of mouth is effective and valuable. Hence,
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we use word of mouth in our campaign strategy. Also, members felt emotionally
impacted in a positive way in addition to gaining support. This benefit proves to the
community what GCSJ offers.
Survey to Gilda’s Club South Jersey Members- Of 3,688 surveys sent out to
the active and inactive members, only 155 came back completed. Within these 115,
most of the respondents are 65 years and older. Many members found out about GCSJ
by word of mouth. The older community talks among themselves, possibly because they
are in the same age rang. Many residents from Atlantic County answered the survey.
Regarding improvements, a lot of respondents said they need to offer more groups in
different locations, more often. This helps our campaign because it shows people in the
area enjoy GCSJ, but convenience is also important. The emotional well-being of the
members increased due to time spent at GCSJ.
Primary research shows news spreads most efficiently by word of mouth. Word
of mouth attracts more of the the Atlantic County community to GCSJ. The newly
learned benefits motivate the target audience into becoming interested in GCSJ, or
becoming members themselves.
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Secondary Research
Social Media Audit
Social Network
URL Purpose Comments Issues
Twitter @GildasClubSJ Event dates and information
All tweets are about events
- Need to include more posts about club and mission
- Tweets not consistent with Facebook posts.
Facebook https://www.facebook.com/gildasclubsouthjersey/?ref=br_rs
Event dates and information
Facebook is up to date, but posts are lengthy and it is too time consuming to read.
- Too many posts about same events
- Social media logos are different.
Homepage https://www.gildasclubsouthjersey.org
Promotes events, lists ways to donate, how to become a member
The website looks very professional
- No social media links
Instagram gildasclub_southjersey
Promotes events Posts are about upcoming fundraiser events
- Too many posts unrelated to GCSJ
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Literature Review
We analyzed an article “Systematic Review of Psychological Therapies for
Cancer Patients: Overview and Recommendations for Future Research” by Sallie Anne
Newell, et al., published in the Journal of the National Cancer Institute on April 17, 2002,
and “Social networks, social support, and survival after breast cancer” by Kroenke CH,
et. al., published by the National Center for Biotechnology Information on March 1,
2006, to gain knowledge about cancer support groups. Research suggests
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psychological therapy helps cancer patients in a variety of ways, including reducing side
effects of cancer treatment to improving patients’ immune functions and longevity of life.
In this article, surveys confirm the popularity of non-traditional therapies among
cancer patients, with 29 percent in U.S. cancer patients utilizing non-traditional
methods. From these trials patients felt pleased with their experiences of psychological
therapies. Additionally, research from the National Center for Biotechnology Information
(NCBI), showed the crucial importance of receiving support during cancer research. For
example, according to their research, socially isolated women experienced a “66%
increased risk of all-cause mortality.” Here, Gilda’s Club will help, as it’s mission focuses
on providing supplemental emotional support for those currently undergoing cancer
treatment, therapy and recovery.
The results from the secondary research provide insight on the importance and
current social media standing of Gilda’s Club South Jersey. The social media audit
revealed the accessibility of GCSJ online, and information on events and ways to get
involved with the organization. The literature review showed the importance of
emotional support during cancer treatment, the kind of support GCSJ provides
members.
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Global Ambition
This plan will strengthen and clarify GCSJ’s increased community awareness,
and improve the image and current positioning. Establishing a positive image and
reputation will strengthen Gilda’s Clubs presence in the community and will increase
awareness among residents of its mission and broad spectrum of services. Ultimately,
Gilda’s Club of South Jersey will become a driving force in the local community for
those seeking support and compassion in the fight against cancer.
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Positioning
GCSJ will gain recognition in its community as an essential resource for Atlantic
Jersey residents and their families, all affected by cancer. Gilda’s welcoming
community-centered facility provides both a friendly environment and a support system
necessary for individuals seeking knowledge and strength in facing the effects of
cancer. Additionally, the non-affected residents of Atlantic County will learn of GCSJ’s
mission and become emotionally involved will compassionately support those suffering
through frequent involvement in community outreach activities and positive
word-of-mouth recommendations.
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Target Audiences
Identify
Internal External Intermediary Special
Employees Family & Friends The Current of Somers Point, Linwood, Northfield (weekly community newspapers)
Local oncologists, physicians, nurses and other medical professionals
Club Members Atlanticare The Press of Atlantic City
Local psychologists and counselors/counseling centers
Volunteers Volunteers/employees at local hospitals/hospice facilities
Atlantic City Weekly, 104.9 radio station
SNJToday
Segment and Profile
Employees - The employees of Gilda’s Club South Jersey thoroughly
understand the organization and the mission. Employees explain to new members the
services available and coordinate all services and activities for current members.
Providing personal and professional quality care to those in need lays the foundation for
Gilda’s Club reason for being. Employees at Gilda’s Club encourage new members to
continue attending meetings at the clubhouse, by managing their needs and offering
support.
Club Members - Club members remain an essential internal audience because
they spread information by word-of-mouth to untapped and existing audiences. Club
members can attest to the emotional benefits gained by attending meetings at Gilda’s
Club and pass along personal testimonials to potential members. In the effort to raise
Gilda’s Club of South Jersey’s current position, and broaden community outreach, club
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members help by networking within their own communities.By spreading information via
word-of-mouth, club members help Gilda’s Club’s visibility, recognition, and
membership grow, and hence, provides long-lasting benefits to Gilda’s Club.
Family & Friends of Members - Cancer doesn’t solely impact those living with a
diagnosis. The illness creates a deep, widespread ripple effect. Family and friends of
members can turn to Gilda’s Club for support when facing life with someone living with
cancer. They can also receive support when dealing with the loss of a loved one. Family
and friends come to Gilda’s to find a safe space, with a community ready to rally behind
them. Those who attend the meetings designated for the family and friends can, in turn,
inspire others dealing with the emotional turmoil created by living with someone facing a
cancer diagnosis.
Atlanticare - Atlanticare currently holds the position of a corporate sponsor to
Gilda’s Club South Jersey, providing necessary monetary support. Additionally, several
doctors and other medical professionals from Atlanticare often refer Gilda’s Club for
supplemental support in face of a cancer diagnosis.In addition, many doctors and clinics
provide informational pamphlets in their offices. The doctors and nurses at Atlanticare
remain important opinion leaders and informers.
Volunteers/employees at local hospitals/hospice facilities - Volunteers and
employees at local hospital and hospice care facilities potentially provide the same
support as GCSJ volunteers. These volunteers, however, work directly with cancer
patients and their families. Most times, their work with the patients occurs over several
weeks or months. With an established rapport, the patients and their families grow to
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trust their end-of-life care providers. These volunteers and employees can help refer
cancer patients to Gilda’s for more emotional support during treatment. Additionally,
hospice workers and volunteers can refer family and friends grieving the loss of a loved
on. This word-of-mouth information spreading helps create more awareness of Gilda’s
Club South Jersey’s mission and range of services in need.
The Current of Somers Point, Linwood, Northfield - This is an effective way to
reach South Jersey residents who would not normally seek out Gilda’s Club. Placing
ads or feature stories in the papers, allows the community to see more of what Gilda’s
Club is about and peak their interest. These ads and stories can play to the readers
emotional appeal, and will raise awareness for Gilda’s Club. Reading stories of the adult
members or seeing images of the children members makes Gilda’s Club more known in
the community.
The Press of Atlantic City - Gilda’s Club hosts several events throughout the year
in Atlantic City. Using the Press of Atlantic City and the Atlantic City Weekly will help
reach all residents residing in the area. The Press covers areas from the southern-east
part of New Jersey, to Cumberland County. Providing The Press and Atlantic City
Weekly with the same ads or short stories like other local papers, in addition to
announcing their events, will help gain a positive image for Gilda’s Club and will reach
more of the South Jersey community.
Local Physicians, Oncologists, Nurses, and Other Medical Professionals -
Several current members of GCSJ, learned of the organization through their doctors. To
raise attention for Gilda’s and obtain more members and volunteers, medical
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professionals need to influence patients to visit Gilda’s Club. As important opinion
leaders, they can educate others on Gilda Club’s mission. To inform patients,
healthcare venues will need current flyers and brochures. In addition to maintaining
continuous face to face word-of-mouth with Gilda’s Club representatives will add to
top-of-mind awareness.
Local Psychologists & Counselors - Cancer patients look for emotional and
psychological support when coping with their diagnoses. When visiting psychologists,
local counselors and counseling centers, patients and their friends and family can learn
what Gilda’s Club offers. Being they have direct and credible contact with patients and
their families, they hold a lot of influence. Distributing the most current flyers and
brochures at these facilities will help influence patients to visit Gilda’s Club, and will
create awareness not only among patients, but among their loved one’s too.
Ranking
Must Influence Should Influence
Likely to Influence ● Family and Friends of members
● Volunteers ● Employees ● Media
● Volunteers and employees at local hospitals and hospice facilities
● Club members
Unlikely to Influence ● Local physicians, oncologists and nurses
● Local psychologists and counselors/counseling centers
Maximum PR Effort Significant PR Effort
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Force Field Analysis, Change Agent Messages and MAC Triads of three main
audiences
Audience Chart Explanation
Force Field Analysis: The force field analysis illustrates the driving and restraining
forces that influence the audience. The driving forces guide the audience toward the
desired action and the restraining forces prevent the action. An analysis of both yields a
strategically crafted message to leverage the driving forces and influence the audience
to act.
Change Agent Message Chart: The change agent message chart analyzes the
present knowledge, attitudes and behaviors of the audience. After an analysis of the
present state, a message is carefully crafted to influence the audience and convert them
to the desired behavioral state.
MAC Triad: The MAC triad states the message for the audience and identifies the
corresponding/relevant/proper channels to reach them.
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Force Field Analysis, Change Agent Message Charts, & MAC Triads
Local Physicians & Oncologists
Force Field Analysis
Driving Forces Restraining Forces
Supplements medical treatment
Not essential for medical treatment
Quick and free referral
Adds stress on patient
Creates awareness in and helps the cancer community
Small increase of additional traffic
1 2 3 4 5 5 4 3 2 1
Message:
You improve cancer patients’ well-being during and after cancer treatments
through free, confidential and trustworthy emotional support services.
Change Agent Message Chart:
Present State Message Desired State
Local physicians and oncologists do not leverage GCSJ’s services because it is not at the top of their mind and many do not know of GCSJ.
As a fundamental role in the cancer treatment process, your company benefits physicians and oncologists by improving their patients’ psychosocial health to enhance their experience of medical treatment.
All local physicians and oncologists recognize GCSJ as an imperative component of the cancer treatment process and instinctively recommend GCSJ to their patients.
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MAC Triad
Audience Message Channel
Local doctors, oncologists and nurses
Consistent emotional support during cancer treatment, vastly improves our patients physical and emotional health impacted by grueling side effects.
Brochures/Informational Pamphlets Follow up emails Office visits Luncheon
Atlantic County Residents
Force Field Analysis
Driving Forces Restraining Forces
Unique facility in close proximity
Lack time and reasoning to attend
Unifies the community
Community not interested
Adds to the well being of the Atlantic County community
Not relevant to all citizens
1 2 3 4 5 5 4 3 2 1
Message:
You enhance the Atlantic County community due to its rare service
offerings unlike any other facility to support any individual affected by
cancer.
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Change Agent Message Chart
Present State Message Desired State
Atlantic County residents do not recognize the rarity for Gilda’s Club South Jersey’s services in their local community and do not take advantage of its free services.
You enhance the treatment of cancer patients in Atlantic County with your free weekly services which will help improve your psychosocial state of cancer patients and any affected friends and family by caring for their emotional needs.
Atlantic County residents value the impact of Gilda’s Club South Jersey on South Jersey residents.They regularly interact with GCSJ and take advantage and benefit from their services and recommend GCSJ to others.
MAC Triad
Audience Message Channel
Atlantic County Residents Gilda’s Club South Jersey offers invaluable resources to South Jersey citizens and improves the community through its free, comprehensive programs.
Newspapers Facebook Instagram Twitter 104.9 radio station Face-to-face Guerilla Marketing
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Media
Force Field Analysis
Driving Forces Restraining Forces
Supports endeavors of the local community
Lacks public interest
Newsworthy events and mission
Infrequent news stories
Worthwhile cause to benefit public good
Other news stories more imminent/important
1 2 3 4 5 5 4 3. 2 1
Message:
With a captivating mission and community-centered events, you
provide news stations with compelling stories so important for the public
good and worthwhile for media coverage.
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Change Agent Message Chart
Present State Message Desired State
Currently, South Jersey media prioritizes other news stories and do not consider Gilda’s Club South Jersey as an opportune news story because they do not know enough about the organization.
You regularly share fascinating, emotional, and empowering stories and events worthy of being covered by your news station, and ultimately to benefit the public good. .
South Jersey media outlets will have a close relationship with GCSJ and acknowledge it as an intriguing and integral component of local news. Even more, it will have top-of-the-mind awareness about GCSJ prioritize its news coverage.
MAC Triad
Audience Message Channel
The Current of Somers Point The Press of Atlantic City Atlantic City Weekly 104.9 radio station
Gilda’s Club South Jersey offers an abundance of news story opportunities to local media channels that benefit the public for a good cause.
Email blast Press invite Event invitations Podcast feature
Channels and Media Selection
Local physicians, oncologists, nurses, and other medical professionals -
When speaking with patients about their diagnoses, medical professionals make
recommendations for further help. Local medical professionals important influencers
because they have direct face to face access to patients and can recommend Gilda’s
Club to emotionally support their cancer patients for free.
Provide updated/current brochures (internal and external)
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Posters
Flyers
Having these materials at the medical offices guides the professionals to provide
accurate information when making recommendations.
Atlantic County Residents - To achieve community outreach, Atlantic County
residents must learn and know Gilda’s Club and its services. Gilda’s Club will actively
create posts on its social media about its facility, mission, members and volunteers. It
will be more than just an “About Us” section.
Instagram posts
Facebook posts
Visitors to the Gilda’s Club Instagram and Facebook pages can learn more about
what they do when they frequently see posts. These posts educate the visitors of
everything that Gilda’s Club has to offer. Through online buzz messaging; people will
like and recommend to each other online.
Local newspapers - Newspaper readers look for stories to either educate/inform
or entertain them. The local newspapers will share Gilda’s Club news with the public
and inform them of their unique and free services.
News Releases
Feature articles
Event listings media/invitations
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Developing a close relationship with journalists and consistently authenticating
information through the discussed above gives them material to cover for Gilda’s Club,
get the message out.
Competition - Gilda’s Club of South Jersey strives to create a family for people
affected by cancer. They include people diagnosed with cancer, their family, friends,
and caretakers. With the concept of “family,” Gilda’s Club tries to act as a support group
for all its members, making connections with the other members on a deeper level.
South Jersey offers many facilities that tend to cancer patients, thus creating
competition for Gilda’s Club. Some facilities include The American Cancer Society, The
Leukemia and Lymphoma Society, and the MD Anderson Cancer Center at Camden.
Although these facilities focus more on people coping with cancer, they do not offer free
services to members who attend.. Unlike Gilda’s Club, the competition does not offer
weekly group sessions. Instead, members must either join an online forum or check the
calendar for the next upcoming event.
The American Cancer Society is much more well-known than Gilda’s Club. When
looking for a venue, the American Cancer Society serves as a primary option to patients
because of its good reputation. Unlike Gilda’s Club, the American Cancer Society also
provides options for different programs which cater to the patient based on patient’s
type of cancer and specific needs.
The Leukemia and Lymphoma Society, only deals with blood cancer and allows
its online community members to voice their stories. In contrast, Gilda’s Club offers
different free resources, and, more so, volunteers listen to their members.
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The MD Anderson Cancer Center at Camden also provides service for Atlantic
County cancer patients. This large facility offers various medical options to cancer
patients such as treatments and physical rehab. In contrast, Gilda’s Club prefers to
stray away from the term “patients,” unlike the MD Anderson Cancer Center and uses
the term “members” instead to ease the already existing pain and anxiety.
Learning this information about the competition shows the strengths of Gilda’s
Club. Using these strengths in our tactics will shed light onto Gilda’s Club as an ideal,
free service to the Atlantic County residents. The community outreach campaign can
highlight the uniqueness of this support group.
Budget
$25,000
Breakdown:
Strides for Support 5K run/walk $5000
Sidewalk stickers for 5k $344 for 1,000
GCSJ’s Care For Your Neighbor Random Act of Kindness Day
$3,000
“Care About Your Neighbor” weekly sponsored events
$3,500
Sidewalk stickers for “Care About Your Neighbor”
$344 for 1,000
Social Media Campaign for “Care About Your Neighbor”
$3,500
Luncheon event $3,500
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Printing Flyers $900 for 1,000
Upgrade brochures $244 for 1,000
Tabling at events $500
SnapChat filter $10
Doctor Testimonials $0
Referral Program $0
Podcast feature on SNJ Today $0
Total: $18,842
Remaining: $4,158
This budget outlines the activities of our plan and what their cost is. The 5k costs
the most while there are three activities that have no cost. For events, the total cost
equals $15,500. These funds pay for giveaways, food, drinks, and reserving venues.
For printed items, the cost totals $1,832. Starting with a budget of $25,000, GCSJ will
be left with $4,158.
Timing
Plan activities will begin June 2018 and will last until June 2019. In June 2018,
the plan begins with the “Random Acts of Kindness” day to mark the start of the three
month long “Care About Your Neighbor” social media campaign with related events and
activities. Following the end of the campaign is the grand “Strides for Support” 5K
Walk/Run event held in early October. Throughout the plan’s duration, GCSJ remains
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present in the public eye by setting up tables at local community events. Additional
details of the plan include a three-week long PSA, upgraded brochures regarding
different aspects of GCSJ, flyers, sidewalk stickers, and a feature on SNJToday’s
podcast.
Bullets below suggest start dates for each activity:
● “Care About Your Neighbor” Random Acts of Kindness Day: June 2018
● Social Media Campaign “Care About Your Neighbor”: June 2018-2019
● Public Service Announcement June 2018
● “Care About Your Neighbor” weekly sponsored events: June 2018- 2019
● Tabling at local community events: June 2018
● Upgrade Informational Brochures: July 2018
● Guerilla Marketing: Sidewalk Stickers June 2018
● Doctor Testimonials: August 2018- June 2019
● Hand out Flyers: January 2019
● Small-town Heroes Documentaries: January 2019
● Podcast Feature on SNJToday: April 2019
● “Strides For Support” 5K Walk/Run: May 2019
● Public Service Announcement June 2019
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Issues & Correlating Objectives
Issues Correlating Objectives
Issue 1: Residents of Atlantic County lack awareness of Gilda’s Club South Jersey.
Objective 1.0: Increase awareness of Gilda’s Club South Jersey among Atlantic County residents by 40 percent in one year.
Issue 2: Atlantic County residents lack incentive and motivation for emotional investment in Gilda’s Club South Jersey.
Objective 2.0: Increase digital media engagement by 30 percent on all social media platforms in one year.
Issue 3: Atlantic County residents fail to recognize the value of Gilda’s Club South Jersey in their community.
Objective 3.0: Increase overall involvement of Atlantic County residents at Gilda’s Club meetings by 25 percent in one year.
Research Actions and Questions
Face-to-Face Interviews with 15 Cancer Patients
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Goal: To discover perceptions, impact and any psychological/emotional barriers possibly faced in anticipation of first visit.
1. About how far is your commute to Gilda’s Club?
2. How did you discover Gilda’s Club?
3. What was the driving factor that brought you to Gilda’s Club for the first time?
4. When you first visited Gilda’s club did you come alone or with someone? What was their relationship to you?
5. What factors about your experience at Gilda’s Club made you return?
6. What were your perceptions and emotions toward Gilda’s Club before your first visit and why? i.e. positive, negative, scared, nervous, excited. *Cue: encourage a lot of descriptive detail.
7. How have those perceptions and emotions change since becoming a Gilda’s Club member?
8. If you could choose one word to describe the atmosphere of Gilda’s Club what would it be?
9. How long after discovering Gilda’s Club did you first visit?
10. Did any factors prevent you to visit?
Face-to-Face Interviews with Family/Friend Members Goal: To learn of perceptions, impact and any psychological/emotional barriers possibly faced in anticipation of their first visit.
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1. How did you find out about Gilda’s Club?
2. How long after discovering Gilda’s Club did you first visit?
3. Were there any factors preventing your visit?
4. When you first visited Gilda’s club, did you come alone or with someone? What was their relationship to you?
5. What did you gain emotionally and psychologically by becoming a Gilda’s Club
member?
6. How likely are you to refer someone to Gilda’s Club if you know cancer affects their life in some way? Why?
7. Have you recommended anyone in the past?
8. How many out of those you recommended became members?
9. Have you visited other facilities similar to Gilda’s Club? If so, which ones, how did they compare?
10. Please provide a brief description on how Gilda’s Club impacts your daily life.
11. Please describe the atmosphere of Gilda’s Club in one word. Face-to-Face Interviews with Volunteers Goal: To obtain factors influencing deeper involvement with Gilda’s Club.
1. How long have you been a Gilda’s Club member?
2. Why did you choose to become a volunteer of Gilda’s Club?
3. Have you volunteered in other non-profits?
4. If so, which ones?
5. Describe how the other experience was similar or different than yours at Gilda’s Club.
6. Why do you feel Gilda’s Club is/is not valuable to the surrounding community?
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7. Would you recommend volunteering with Gilda’s Club to others? Why or why not?
Online Survey with Doctors & Nurses Goal: To find out if they recommend Gilda’s Club to patients, or a similar type of resource, and why or why not.
1. Are you aware of Gilda’s Club of South Jersey?
2. If yes, how did you hear of Gilda’s Club South Jersey?
3. Have you ever recommended a patient to Gilda’s Club South Jersey?
4. If yes, why do you recommend patients to Gilda’s Club South Jersey?
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5. If no, please explain why.
6. For the patients you recommend, do you also recommend that their friends and family members attend a Gilda’s Club meeting? If not, please state your reasoning.
7. With 1 being not important and 5 being extremely important, please rate the importance of emotional support for patients during and after cancer treatment.
8. Please state your professional title.
9. In what New Jersey county is your place of employment located?
Gilda’s Club South Jersey: Community Outreach and Image/Positioning By: Kayla Lucia, Joelle Voza, Shannon Murtha, Marya Cabatingan, and Anastasia Jones Plan Outline This plan provides essential steps to ensure Gilda’s Club South Jersey’s success.
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Issue 1: Residents of Atlantic County lack awareness of Gilda’s Club South Jersey.
Objective 1.0: Increase awareness of Gilda’s Club South Jersey among Atlantic
County residents by 40 percent in one year.
Strategy 1.1: Promote Gilda’s Club South Jersey as a dependable support
system for Atlantic County residents.
Tactic 1.1.1: Public Service Announcement
Tactic 1.1.2: Special Event: “Strides for Support” 5K Walk/Run
Tactic 1.1.3: Event Flyers
Tactic 1.1.4: Tabling at local community events
Issue 2: Atlantic County residents lack incentive and motivation for emotional
investment in Gilda’s Club South Jersey.
Objective 2.0: Increase social media engagements by 30 percent on all social media
platforms in one year.
Strategy 2.1: Establish an emotional connection between Atlantic County
residents and Gilda’s Club South Jersey.
Tactic 2.1.1: “Care About Your Neighbor” Random Acts of Kindness Day
Tactic 2.1.2: Snapchat filter
Tactic 2.1.3: #CareAboutYourNeighbor Social media campaign
Tactic 2.1.4: Guerilla Marketing: Sidewalk Stickers
Tactic 2.1.5: Public Gilda’s Club South Jersey events
Tactic 2.1.6: Small-town Heroes Documentaries
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Issue 3: Atlantic County residents fail to recognize the value of Gilda’s Club South
Jersey in their community.
Objective 3.0: Increase overall involvement at Gilda’s Club meetings by 25 percent in
one year.
Strategy 3.1: Position Gilda’s Club among Atlantic County residents as an
excellent resource for cancer patients.
Tactic 3.1.1: Podcast Feature on SNJToday
Tactic 3.1.2: Member Testimonials
Strategy 3.2: Utilize medical professionals as advocates for the cancer
community in GCSJ’s services.
Tactic 3.2.1: Doctor testimonials
Tactic 3.2.2: Upgrade marketing material
Tactic 3.2.3: Health Practitioner Appreciation Luncheon
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