StrategiC Plan2014-2015

The Daily Planet Health Center

Table of Contents Overview Executive Summary Mission Statement Vision Statement Tagline Values Research Methodologies

GOals and Objectives

bUdGet

tiMeline

evalUatiOn

appendix

Executive SummaryThe Daily Planet Health Center (DPHC) must implement an organizational rebranding in order to communicate a consistent image to its key publics. Through strategic use of social and traditional media, brand journalism and external outreach, DPHC will strengthen its presence in the Richmond community. A new tagline, For a healthier community, will reinforce DPHC’s vision of empowering all members of the Richmond community to utilize its quality health services.

Mission Statement Our mission is to provide accessible, comprehensive and integrated quality health services to people in need.

Vision StatementWe envision a community where ALL are empowered to live healthy, enriched and stable lives.

Tagline“For a healthier community.”

ValuesIn our recent strategic planning process, the board and staff identified key core values for our organization that will guide our work with our clients, each other and our community partners:empowerment | accountability | empathy | integrity | collaboration

Overview

Research MethodologiesThe VCU mass communications undergraduate research class (MASC 425) conducted research for DPHC. The methodologies used were multiple surveys, content analysis and in-depth interviews. These methodologies reviewed the current communication strategies already in place at DPHC.

The major findings in the research are as follows: DPHC must currently deal with reaching all publics in •the Greater Richmond region. DPHC’s current mission statement targets the homeless community, which does not align with its goal of informing all members of the community of the scope of services the organization offers. DPHC should emphasize that it also caters to individuals that are insured and housed. The communication challenge arose in the research when subjects stated healthcare services were important to them, but according to the subjects, they were not aware of DPHC’s healthcare services. Research data concluded that there is a vast disconnect •between how DPHC wishes to be perceived, and how the public actually perceives it upon first glance. During the research study, the words “homeless,” “shelter” and “food and bed,” were frequently mentioned from

members of the community who had a vague semblance of the organization and what it does. Those who had never heard of DPHC mistook the organization for one that was green energy and environmental protection oriented. Each of the three methodologies showed that the •staff members of DPHC are perceived positively by the media and the organization is thought of highly by its employees. The employees take pride in their work and are knowledgeable about the organization, including DPHC’s history and future goals. When mentioned in the media, DPHC employees are percieved either positively or objectively, but never with negative connotations.The organization currently lacks a strong media •presence. In articles, DPHC is typically mentioned in reference to providing services to the homeless community. To combat this, DPHC needs to identify additional ways to inform the public about DPHC and how it serves the Richmond community. Greater outreach, whether in the form of publicity, social media or direct community interaction, are all avenues that DPHC needs to explore in order to spread its mission, vision and values and improve its community presence.

Goal: Build a consistent image of Daily Planet Health Center as a provider of quality health services. Objective 1: establish a new identity by july 2014.strategy: implement a unified, consistent brand.

tactic: establish and implement the name daily planet Health center The Daily Planet has struggled with branding since its creation in the late 1960s. Associations of services vary from public to public. Today The Daily Planet is operating its health services in the wake of healthcare reform, serving new, nontraditional clients. To promote its unique value as a provider of health services, the words “Health” and “Center” should be incorporated within the architecture of The Daily Planet’s brand mark, name and association.

Incorporate a new brand mark to reflect health services.•Establish image criteria for visual components.•Develop a lexicon of clear language that promotes the brand.•

tactic: tagline - For a healthier community. A tagline will strategically reinforce DPHC’s mission and provide clarity on the services it provides. The word “community” reinforces that all clients are welcome, both insured and uninsured, housed and homeless. DPHC is focused on creating a healthier community as a whole, and needs to convey this strategic message to the Richmond community.

tactic: website changesThe current website would benefit tremendously from paring down content, and restructuring the content and content labeling to make the website easier to navigate. Additionally, very basic changes like making sure clickable items lead to actual content and images are in focus, would make the website more user-friendly. A more in-depth analysis of the current website and suggestions for improvement are available in the Appendix.

tactic: brand Manual Brand Manifesto: The Daily Planet Health Center (DPHC) is a non-profit 501(c)3 charitable community health care organization. Our mission is to provide accessible, comprehensive and integrated quality health services to those in need. The DPHC, its employees, volunteers and Board of Directors operate with a clear vision that promotes a community where all are empowered to live healthy, enriched and stable lives. We proudly run two Richmond health centers where individuals can receive health care. We hope the impact of our services elevates the importance of individualized wellness for a healthier community.

Goals and Objectives

Objective 2: to implement six platforms that will effectively communicate the brand one year from the september 2014 event.strategy 1: brand journalism

tactic: vcU infrastructureAn in-house news operation team implements a newsroom model to create an efficient way to produce content. The goal of the Brand Journalism team is to build a consistent brand in the community. The team will be responsible for managing social media, creating content and keeping social media platforms active.

DPHC’s Brand Journalism Team will consist of the Brand Journalism Publisher, Brand Journalism Executive Editor, Brand Journalism Editor, two Brand Journalistss and a Brand Journalism Social Media Coordinator. The purpose of the Brand Journalism Team is to build brand awareness. The team will publish stories to inform the public of the organization. The goal is to create awareness for DPHC by generating interesting stories, which provide a consistent representation of DPHC. The content will appear on the WordPress blog, which will link to other social media platforms (Facebook and Twitter).

Brand Journalism Publisher (Maureen) - The Publisher will be responsible for managing the overall direction of DPHC’s social media platforms in relation to the organization’s needs.

Brand Journalism Executive Editor (Susan) - The Executive Editor will determine what content will be published to social media platforms and will oversee the brand of stories to ensure consistency within DPHC.

Brand Journalism Editor (intern) - The Editor will act as the head intern and manage all other interns. He or she will consult writers on the content they will produce and assist them in shaping story ideas. He or she determines which stories will run on the blog and copy edits content for spelling/ grammar and ensures stories fit the brand of DPHC.

Brand Journalist (two interns) - Each journalist will produce two stories (including text, video and photo content) per week for the DPHC blog. The journalist will record stories from clients, medical personnel, staff and volunteers. Interns will transcribe recordings and create blog posts that are consistent with the DPHC brand and free of grammar and spelling errors.

Brand Journalism Social Media Coordinator (intern) - The Social Media Coordinator manages all social media platforms. He or she uploads journalists’ stories to WordPress and bookmarks relevant articles to Diigo. He or she will also be responsible for creating one blog post per week by linking one relevant article posted on the Diigo account to an original and interesting story.

tactic: wordpress and diigoThe Daily Planet Health Center will use a WordPress blog as its content hub. The blog will automatically link to DPHC’s Twitter and Facebook pages, pushing content to those platforms. DPHC will also use Diigo, a social media tool for bookmarking websites and articles, in order to generate relevant and interesting content. This content, controlled by the Brand Journalism Social Media Coordinator, will supplement the brand journalism articles to be written by the Brand Journalists and will be manually entered into the WordPress blog.

strategy 2: social media

tactic: implement social media strategies for the following platforms.

FacebookFacebook posts should be consistent and effective. The WordPress content will feed into Facebook automatically. Other ideas for content:

Posts promoting events•Success stories from clientele•Updates from DPHC•Relevant news•Interesting facts about DPHC •

YouTubeYouTube should be updated consistently once a month. We suggest creating a one to two minute video that effectively presents the new brand of DPHC. This video should also appear on the homepage of the website. Other ideas for content:

Success stories from clientele•Stories from the physicians who work at DPHC•B-roll of footage inside DPHC•B-roll footage of events, activities and fundraising•

TwitterThere are currently two Twitter accounts for DPHC. @dailyplanetrva should to be the only Twitter account that is used. Twitter should be updated on a daily basis to act as an effective tool. The content from WordPress will automatically feed into Twitter. Other ideas for content:

Posts promoting events•Success stories from clientele•Updates from DPHC•Relevant news•Interesting facts about DPHC•

LinkedInDPHC should use LinkedIn as a tool for interns to find and add internship opportunities. Staff members can also add DPHC to their professional LinkedIn profiles. The profile photo should be updated to one of the new images created. The name “The Daily Planet” should be updated to The Daily Planet Health Center.

HootSuiteDPHC can utilize HootSuite to organize all of the social media platforms in one convenient location. It also allows users schedule posts to for a specific day and time. Analytics are also available on HootSuite to help measure the effectiveness of the content that is being published.

strategy 3: traditional Media/Outreach

tactic: create a comprehensive media kit.

Pocket Folder. Include a pocket folder to hold all information for the media kit. Included in the folder should be the organization’s name and logo on the cover as well as a business card placed in the pocket or a business card slot in the folder.

Intro Letter. An introduction letter explaining DPHC and the purpose of the media kit should appear as the first page of the media kit. This should be typed on DPHC letterhead.

Press Release. If the media kit is supporting a particular announcement or event, a press release can be included containing information that a journalist can use to craft an article. This can also be placed in the folder, behind the intro letter.

Background. This section can be two to three pages and will contain information regarding DPHC’s background, history and future direction. This section should be updated regularly as the organization evolves.

Biographical information. This section will include short bios of the top executives of DPHC as well as subject-area experts who have worked heavily with the organization. Bios should be on DPHC letterhead and contain the individual’s name, title, history with the organization and basic information. Bios could also contain relevant quotes and a photo.

Fact Sheets. Provide brief fact sheets that include short but detailed information about DPHC, including the mission statement and current programs.

Recent newsletter or brochure. Include the most recent newsletter and brochure.

Recent press coverage. Include the most recent positive press coverage, printed on letterhead.

High Resolution logos. Include high resolution logos in the media kit for use wherever an image may be needed.

tactic: targeted pitches

Compile a list of journalists who specialize in healthcare or medical related journalism. •Create a mail merge to reach the specialized journalists all at once.•Create a story example to send in the email to journalists. •Identify the top three journalists from the list to establish ongoing relationships and pitch stories via telephone or in person •meetings to expand media contacts. Keep it personal: Good writing creates a relationship and a rapport with the reader by addressing the reader directly and •personally. Use the first person (I or we) whenever possible, and address the reader as “you.”

tactic: communicate new identity to all existing partnerships.

DPHC should strategically communicate its new identity to its existing partners and funders: Through an email that highlights its new name change with a short video, DPHC can communicate its new mission, vision, •name and tagline.DPHC should also send partners an infographic postcard that depicts the rebranding of the organization and invites partners •and funders to the ribbon cutting ceremony in September 2014.

Budget Most of the items suggested in this plan are free and are therefore not included in the overall budget. For items such as the video and infographic postcard, which require specific software or camera equipment, we recommend utilizing the interns to complete these projects as they have access to VCU’s equipment and software as students. Normally, a video or creative work would cost thousands of dollars, so DPHC should take advantage of this opportunity.

The largest expense (website redesign) as outlined below is an absolutely necessary expense. While we have included web suggestions in our plan, the website needs quite a bit of work and would be a worthwhile investment.

TimelineStartupApril 24: Post internship opportunities to VCU Mass Communications websiteMay 8: Internship applications dueMay 12-13: Intern interviewsMay 14: Administer writing tests for chosen internsMay 16: Form Brand Journalism team

weekly timeline (repeat schedule)

Brand JournalistsMonday: Meet with Brand Journalism Editor for story ideas and record three storiesTuesday: Pick and transcribe two storiesWednesday: Create two blog entriesThursday: Send blog entries to Brand Journalism Editor for approval by 12 PMFriday: Make corrections as necessary and send final drafts to Brand Journalism Social Media Coordinator by 12 PM

Brand Journalism Social Media CoordinatorMonday: Meet with Brand Journalism Editor for story ideas and post blog #1 to WordPress by 12 PMTuesday: Post blog #2 to WordPress by 10 AMWednesday: Post blog #3 to WordPress by 10 AMThursday: Write news blog and send to Brand Journalism Editor by 12 PMFriday: Make final changes to blog post and post entry to WordPress*manage social media outlets throughout the week

Brand Journalism EditorMonday: Meet with interns to shape story ideasTuesday: No assignments due

Wednesday: Edit blog entry and send back to Brand Journalism Social Media Coordinator by 6 PMThursday: Edit blog entries and send back to Brand Journalists by 6 PMFriday: No assignments due

Evaluation The following checklist can be used to measure the success of the strategic plan.

__ Is the approved name Daily Planet Health Center being used?__ Is the approved tagline For a healthier community being used?__ Have the website suggestions been implemented?__ In the brand manual, have the brand definition, logo and manifesto been implemented?__ Did DPHC complete its identity communication audit administered by Susan?__ Is the brand journalism evaluation measured weekly by pulling trending reports?__ Is the basic analytics report generated from HootSuite weekly and discussed at Monday meetings?__ Is a report generated from Facebook weekly to measure Facebook activity?__ Has an intern audit been administered by Susan by September 2015 to measure consistent intern activity over the course of the previous year?__ Are YouTube postings and views being monitored to track activity?__ Does each staff member have their official title linked to DPHC’s LinkedIn?__ Has the media kit been created by September 2015?__ Has an online awareness survey been administered via Survey Monkey by September 2015 to measure brand awareness? (500 surveys at $500)

-measure visibility within community-measure brand recall (ability to remember brand with no assistance)-measure brand recognition (ability to recognize brand among list of competitors) -measure brand loyalty

VCU Internship Descriptions Brand Journalism Editor The Daily Planet Health Center is seeking an Editor to join its in-house news operation team. The Editor will act as the head intern and lead all other interns. Duties include assisting writers, editing of copy, proofreading, fact-checking and additional related work. The candidate will play a leading role in the branding of the organization. The candidate will determine which stories will run on the blog and copy edits content for spelling/ grammar to ensure stories fit the brand of DPHC. The Editor will be required to work 10 hours per week; hours are flexible. Requirements:

• Must be rising junior or senior. • Ability to work on tight deadlines. • Attention to detail and ability to follow instructions. • Mass Communications students preferred. • Classes in editing and writing required. • Knowledge of AP Style. • 3 credit hours, unpaid.

Please apply no later than May 8 with resume and three writing samples to sekerke@dailyplanetva.org. Candidate required to complete editing assessment. Brand Journalist The Daily Planet Health Center is seeking two Brand Journalists to join its in-house news operation team. Each journalist will be responsible for producing two stories (including text, video and photo content) each week for the DPHC blog. Duties include recording stories from clients, medical personnel, staff and volunteers. Interns will transcribe recordings and create blog posts that are consistent with DPHC brand and free of grammar and spelling errors. Each journalist is required to work 10 hours per week; hours are flexible.

Requirements: • Ability to work on tight deadlines and produce content quickly. • Attention to detail and ability to follow instructions. • Mass Communications students preferred. • Classes in writing required. • Knowledge of AP Style. • 3 credit hours, unpaid.

Please apply no later than May 8 with resume and three writing samples to sekerke@dailyplanetva.org. Candidate required to complete writing assessment. Brand Journalism Social Media Coordinator The Daily Planet Health Center is seeking a Social Media Coordinator to join its in-house news operation team. The Social Media Coordinator will manage all social media platforms. Duties include keeping social media platforms active, writing, researching and posting content. Requirements:

• Attention to detail and ability to follow instructions. • Mass Communications students preferred. • Classes in social media and writing required. • Experience working with Facebook, Twitter, Diigo, WordPress, HootSuite and YouTube. • Experience linking social media platforms. • Knowledge of AP Style. • 3 credit hours, unpaid.

Please apply no later than May 8 with resume and three writing samples to sekerke@dailyplanetva.org. Candidate required to complete writing assessment. Service Learning Internship opportunities through the Center for Media + Health will be posted on VCUʼs Mass Communications website. Internships will be available to all Mass Communications students, and the application deadline is May 8. Maggie McDearmon, Career Development Adviser, directs the Richard T. Robertson School of Media and Culture internship program. She can be contacted at (804) 828-1100 or mcdearmonme@vcu.edu.

Web Suggestions General

• Reduce the size of the font. • Different font and text color. • Tabs should have dropdowns, but lead to individual pages once a topic is selected, not to a page with all of the

content listed on the dropdown. Logo (In Top Left Corner)

• Current: Leads to a JPG image of the logo. • Suggested Changes:

o The logo should return the web visitor to the homepage (or if on the homepage, donʼt make it clickable). o Use new logo design and tagline.

Donate Now

• Current: o Donate now is a tab at the top and currently takes the web visitor to an old version of the website (with an all

new set of tabs). • Suggested Changes:

o Eliminate the “Donate Now” tab and make a separate button on the homepage that is easily visible. o Make a new “Donate Now” page that does not take the user to an old version of the website.

Rotating Images

• Current: Images click back to the homepage; infographic is blurry and clicks to the CyberChimps homepage. • Suggested Change(s):

o Images/infographic should click to more information about whatever is in the image or infographic. Make sure pictures and infographics are clear, or donʼt use them.

o Embed DPHC video here.

Home Content

• Current: Content is currently a series of blog posts. • Suggested Changes:

o Set up a WordPress blog roll sidebar (where “archives” is currently located). o Main page content should have an introduction to what DPHC is and the services/programs available.

Tabs

• Current Tabs Consist Of: o Home o Donate Now o Programs o Services o Events o Give o About Us

• Suggest Changing Main Tabs To: o Home o Programs & Services o Get Involved o News/ Events o About Us o Contact Us

Note: Currently, only some of the tabs have a dropdown box. Make this consistent and have dropdowns for all tabs. Dropdown selections should lead to a specific page, not a general page with all content listed on the dropdown.

New Tabs (Breakdown)

• Home • Programs & Services (With Sub-Tabs):

o Healthcare Services Primary Care Behavioral Oral Health Eye Health Case Management

o Specialized Programs Medical Respite Safe Haven Empowerment Clinic Project IMPACT: Diabetes Empowerment Through Performing Arts Outreach Care

• Get Involved o Note: Include all of the tabs/information currently under “Give.”

• News/Events o News

Describe what is currently happening with DPHC. o Events

Information on upcoming events. • About Us

o Overview DPHCʼs purpose, who it serves (include information on number of people served, which is currently

listed under Facts & Stats), mission and values. Note: Keep it short and sweet.

o Through the Years Timeline briefly describing the transformation of the organization. Note: Use bullet points to make it easier to digest.

o Client Stories

Testimonials telling DPHCʼs story. o Leadership and Staff

Leadership, staff, board members and descriptions/pictures of the doctors. • Note: Showing the doctors will help move DPHC away from comparisons to free clinics and

more towards a real doctorʼs office. o Partners, Community Credence & Funding

Move content from the current “Programs” tab to this sub-tab under “About Us.” Note: It would be a good idea to pare down the content and link to specific organizations and

foundations mentioned in these sections. o Hours of Operation o Contact Us

Survey Monkey link for evaluating and measuring brand awareness and building brand power: https://www.surveymonkey.com/blog/en/measure-brand-awareness-build-brand-power/