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Texas Parent to Parent Regional Marke2ng Partners Training Your Hosts Tamala Barksdale Vice President Rene Cra: Navigate Life Day Outreach Trainer Texas P2P Partners Training WE’RE ALL ON A JOURNEY TOGETHER TO HELP TEXAS PARENTS WHO MAY FEEL LOST AND OVERWHELMED. Texas P2P Partners Training Where We’ve Been Texas P2P Partners Training Where We Are Texas P2P Partners Training Where We’re Going Texas P2P Partners Training Our Road Map BRAND ASSESSMENT (UNDERSTANDING) •  Audience research •  Brand audit •  Market observa2ons •  Target audience explora2on •  Compe22ve snapshot •  Media trends COMMUNICATIONS STRATEGY (DIRECTION) •  Goals & objec2ves •  Posi2oning •  Target audience •  Crea2ve brief •  Messaging themes •  Brand •  Logo •  Slogan MARKETING PLAN (IMPLEMENTATION) •  Word of mouth / Grassroots marke2ng •  Media strategy •  Reach + frequency •  Media tac2cs •  Navigate Life Day with regional ambassadors •  Schedule/2ming OUTREACH CAMAPIGN And tools •  Campaign implementa=on •  Printed posters, wallet cards •  Website •  Digital adver=sing •  Shareable banner ads, ar=cles •  PR / earned media •  Social media •  Community events Texas P2P Partners Training Navigate Life Day Goals »  Promote the English and Spanish websites far and wide. »  Leverage local groups to organize an event for parents and kids to show then a demonstraCon of the website. This will allow parents to network with other families as well as health care providers, educators, and others. »  Obtain local publicity, social media coverage, and news coverage of events taking place July 30th – August 2nd. Texas P2P Partners Training Navigate Life Day Marke=ng Ambassador Checklist Navigate Life Outreach – Ambassador Expecta2ons »  Par2cipate in 5 training webinars • 
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Orienta2on and Website Reaching audiences Media training/technical assistance Awareness Day prep Repor2ng/Celebra2on »  Recruit local event organizers within personal/business network »  Recruit local event organizers from call center contacts »  Iden2fy opportuni2es for organiza2ons to come together for newsworthy, large-­‐scale, community events »  Promote the Website »  Distribute materials and digital files to event organizers when possible »  Provide mailing info for direct shipping if needed »  Weekly status report •  List of completed contacts and outcome »  Follow up with event organizers EnviroMedia will be available 24/7 to provide technical assistance. Texas P2P Partners Training Who Are we Trying To Reach? Texas P2P Partners Training Target Audience »  This is a subset of the populaCon we will focus on teaching. »  Broader audiences will be reached indirectly through word-­‐of-­‐mouth. EVERYONE Adults 18+ Statewide GATEKEEPERS 25-­‐64
Adults PARENTS with of children disabili=es and special needs health care Texas P2P Partners Training WHO?
Outreach & Media Campaign Texas P2P Partners Training News Coverage TV and radio interviews will promote the new website and upcoming August 1st Navigate Life Day. Texas P2P Partners Training Social Media Texas P2P Partners Training Collateral Materials Wallet Cards An online resource for kids
with disabilities and
special health care needs
Un recurso en línea para
niños con discapacidad y
necesidades especiales de salud
Texas P2P Partners Training Collateral Materials Poster Texas P2P Partners Training Ambassador’s #1 Goal: Recruit and train others in your region to organize events for Navigate Life Day. Texas P2P Partners Training Example Campaign Scenario Texas P2P Partners Training Hypothe2cal Event Schedule – Houston HYPOTHETICAL REGIONAL EVENTS (FOR TRAINING PURPOSES ONLY) HOUSTON-­‐GALVESTON AREA CELEBRATES FIRST “NAVIGATE LIFE DAY” TO SUPPORT PARENTS OF CHILDREN WITH DISABILITIES AND SPECIAL HEALTH CARE NEEDS Friday, July 30, 2015 10 a.m. news conference, Montgomery County Health Department The Woodlands Shopping Center Noon-­‐1:30 p.m. Downtown employee event, Shell Oil Co. headquarters, company auditorium 910 Louisiana St., Houston, Texas 713-­‐241-­‐6161 Saturday, August 1, 2015 9 a.m.-­‐2 p.m. FAMILY FUN DAY: Games for children, website training for parents, 40 booths Texas Children’s Hospital, 6621 Fannin St., Houston, Texas 832-­‐824-­‐1000 10 a.m.-­‐2 p.m. Health Fair: Families of Children with Disabili2es and Special Healthcare Needs Shriner’s Hospital, Galveston, 815 Market St, Galveston, Texas 409-­‐770-­‐6600 11:30 a.m.-­‐1:30 p.m. Fort Bend Family Picnic organized by Easter Seals Au2sm Society, Gordon Ranch, 7714 FM 359, Richmond, Texas Sunday, August 2, 2015 The following faith-­‐based organiza2ons are hos2ng special parent forums at 1 p.m.: Lakewood Church, 3700 Southwest Freeway, Houston, Texas 77027 Missouri City Bap=st Church, 16816 Quail Park Drive, Missouri City, Texas 77489 Iglesia Pentecostal Unida Hispana, 6518 Fulton St., Houston, Texas 77022 Chinese Bible Church, 6025 Sovereign Drive, Houston, Texas 77036 Tomball United Methodist Church 1603 Baker Drive, Tomball, Texas 77375 Prince of Peace Catholic Community, 19222 Tomball Parkway, Houston, Texas 77070 Temple Sinai, 13875 Brimhurst Drive, Houston, Texas 77077 Texas P2P Partners Training Organize Supervised Ac2vi2es for Kids Texas P2P Partners Training Organize Demonstra2ons of the Website for Parents Texas P2P Partners Training Organize Resource Tables for Other Groups Texas P2P Partners Training Organize Fun Kid-­‐Friendly Decora2ons Texas P2P Partners Training How It Will Work: TIMELINE June 25-­‐26 July 9 July 16 July 22 August 6 July 30 – August 2 August 1 August 11 Orienta2on webinar-­‐regional TX P2P Partners Reaching Audiences webinar Media Training and Technical Assistance webinar Awareness Day Prepara2on webinar Repor2ng and Celebra2on webinar LOCAL EVENTS Navigate Life Day Evaluate + plan Navigate Life Day 2016 Texas P2P Partners Training How It Will Work: MEASUREMENT »  Media impressions »  PR/earned media value (ad equivalencies, readership) »  Website analyCcs (traffic, views, downloads, etc.) »  DistribuCon (units) »  Number of awareness day events and parCcipants »  Partnerships (leveraged value)
Texas P2P Partners Training How It Will Work: WORKING WITH ENVIROMEDIA TECHNICAL ASSISTANCE RECRUITMENT REPORTING EVENT REPORTING MATERIALS REQUESTS Contact Natalie Schod 512-­‐476-­‐4368 nschod@enviromedia.com Texas P2P Partners Training Ques2ons? Texas P2P Partners Training