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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
s
Wilm
ette
Glenco
e
Chicago
Deerfi
eld
Northbro
ok
Highlan
d ParkSk
okie
Glenvie
wOther
0
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
007
3/12/2
008
8/12/2
008
1/13/2
009
6/15/2
009
11/16/2
009More
0
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