Entertainment That Inspires Health

Transcription

1 Entertainment That Inspires Health

2 STARTING A (HEALTH) MOVEMENT v

3 I Plan To 1. Tell You About Incite 2. Share Cause Marketing and Strategic Philanthropy Examples 3. Discuss the Importance of Developing and Executing a Thoughtful CSR or Community Impact Plan 4. Arm You With Ideas & Tools to Help You Start a Movement

4 Where Impact is Born Incubated within Emmis Communications, Incite is a marketing leader and community connector. We specialize in driving results for clients in the health, education, government & nonprofit sectors. We deliver cause and social impact messages through influential media and entertainment platforms.

5 Entertainment Inspires We believe: in meeting and reaching people where they are that entertainment platforms create inspiring vehicles to engage people in impact efforts in creating marketing solutions that connect people to resources that better lives that healthy businesses fuel healthy communities

6 Because of our unique position within a media company, we are keenly aware of the issues affecting the lives of the communities we serve. As such, Incite s strategic approach when crafting engaging cause and social marketing campaigns is: LOCAL LEADS INFLUENCERS INSPIRE MULTIMEDIA MOTIVATES 6

7 (v.) A lot of work goes into building anything of great substance, and the process of creating, sharing and engaging consumers in your impact strategy is no different. Let Incite (n.) help you incite (v.) actions needed to drive business and social impact. We ll make sure every brick falls into place with one or more of our services: C O N S U L T C R E AT E A C T I V A T E 7

8 I N C I T E H E A LT H E x p e r t i s e

9 Why Incite? v Incite has nearly 15 years of experience developing and executing cause and social marketing campaigns for: Hospitals / Healthcare Providers Companies & Brands Health Insurers State & Local Departments of Health The most powerful marketing campaigns deliver results beyond reach and frequency. Our clients engage Incite to help them drive positive health outcomes in at-risk populations and targeted communities across the country.

10 Inspiring Positive Health v Our custom marketing and outreach campaigns include a mix of traditional media elements, digital, mobile and social media solutions, as well as grassroots & event outreach designed to: Deliver new customer / patient acquisition Link people to testing / screening opportunities Improve company / brand perception Drive employee recruitment & retention Inspire individual and community health

11 C A U S E M A R K E T I N G D o i n g W e l l B y D o i n g G o o d

12 Cause Marketing Metrics Source: Cone 2015 Communications Global CSR Study

13 C A S E S T U D I E S C A M P A I G N JIM BUTLER AUTO GROUP TEEN SAFE DRIVING We think it s critically important for teenagers and their parents to have ongoing discussions about safe driving and our Teen Safe Driving pledge is a useful tool to help parents set high standards for driving practices. - BRAD SOWERS J I M B U T L E R A U T O G R O U P C H A L L E N G E Ever day, more than 2,500 teens are involved in car accidents. Jim Butler Auto Group is passionate about keeping St. Louis teens safe on the roads and wanted to arm teens and parents with the information they need to make safe driving decisions. S O L U T I O N Jim Butler Auto Group invited parents and teens to talk about safe teen driving & to take the Jim Butler Teen Driving Pledge Online resource Those who took the pledge voted for their high school to receive $10,000 Promotion included targeted mobile & video ads, social media, television & radio commercials, press releases, and letters & postcards to St. Louis high schools R E S U L T More than 100,000 people have taken the pledge 48 area high schools participated in the 2015 contest Winning schools announced on KTVI s Fox 2 Morning show P A R T N E R S M E D I A

14 INDY HAS HEART Campaign objectives: Raise awareness of heart disease during Go Red month in February Provide education & recommendations regarding risk factors for heart disease and stroke Align sponsoring organizations with the AHA and Go Red For Women brands Jenny Davis Go Red For Women Director Heart Disease & Stroke Stats Go Red for Women / Indy Has Heart Partnership Jenni Agramonte Incite Indianapolis Director Developing mutually beneficial partnerships Roche Diagnostics, St. Vincent Heart Center & Subway

15 INDY HAS HEART

16 INDY HAS HEART Indy Has Heart is a four-week media and community engagement campaign that compliments the American Heart Association s Go Red for Women initiative. The campaign includes: 60-second commercials airing across WYXB, WLHK, WFNI and WIBC Online impressions via display ads, social media posts, inclusions and more Digital and social media promotion Exposure at Red Dress Dash press event Incorporation of influential Hoosiers in heartwork, vignettes and events. Full production and editing of all video, digital and radio creative

17 C A S E S T U D I E S C A M P A I G N AMERICAN HEART ASSOCIATION INDY HAS HEART C H A L L E N G E Roche Diagnostics, St. Vincent Heart Center of Indiana, and Subway wanted to expand their support of AHA via a consumerfacing platform. Their goals included: engaging the community in heart healthy activities raising awareness of the importance of preventing heart disease, the country's number one killer of women. linking people to heart-healthy living while growing their businesses S O L U T I O N Incite created the Indy Has Heart campaign to: Educate Hoosiers on risk factors for heart disease & stroke Provide recommendations to reduce heart disease risk Accomplish the supporting partners business goals P A R T N E R S Influential Hoosiers including Paul George, Tamika Catchings, Ed Carpenter and Butler Blue II created pieces of "heartwork" donated to the campaign. The "heartwork" was featured in the Indy Has Heart campaign promotional materials, building signage, greeting cards and as symbols representing the city's commitment to heart health. M E D I A R E S U L T Over the past three years, Indy Has Heart's custom website engaged over 13,000 Hoosiers. In 2015, Incite's social media surrounding the campaign interacted with over 26,000 and the Red Dress Dash received earned media from 4 local outlets!

18 S T R AT E G I C P H I L A N T H R O P Y I n v e s t m e n t s Yi e l d I m p a c t

19 C A S E S T U D I E S C A M P A I G N SMALL CHANGES FOR HEALTH C H A L L E N G E The City of St. Louis Department of Health needed to motivate St. Louis residents, employees, and visitors to increase their health and fitness levels through proper nutrition and exercise. S O L U T I O N Incite created Small Changes for Health (SCFH), a 10-week online behavior modification program for participants to enroll and receive weekly healthy living tips. P A R T N E R S By making a weekly small behavioral change, participants ultimately made one large change in their health and fitness levels over the course of the program. This year marked the 7th year of the Small Changes for Health Wellness program. I am so excited to participate in the 2016 Small Changes for Health program. I have been participating over the last few years and have incorporated several changes in my life. I have become healthier each year and enjoy new tips. - S M A L L C H A N G E S P A R T I C I P A N T R E S U L T Driven by radio and digital advertising reaching over 2.2 million people, the SCFH platform changed the perception and activities of those engaged. Based on the post-test results: 62% of participants reported themselves as being active or very active compared to 44% in the pre-test. Those who classified themselves as somewhat or not active decreased from 56% to 38%. 100% of participants reported they felt confident in their knowledge about physical activity and nutrition to make lifestyle changes

20 C A S E S T U D I E S C A M P A I G N INDIANA UNIVERSITY HEALTH BICYCLE HELMET SAFETY Incite s expertise in planning, preparation, and execution was critical to the success of our campaign enabling us to distribute over 4,000 helmets to children throughout the state of Indiana! - SEAN CANFIELD I N D I A N A U N I V E R S I T Y H E A L T H C H A L L E N G E Informed by Community Health Needs Assessment results, IU Health wanted to: educate Hoosier children ages six to 14 and their parents about the importance of following safe bicycling practices and wearing a bicycle helmet fit children with free bicycle helmets in areas of the state where IU Health has a hospital presence S O L U T I O N To meet IU Health s needs, Incite: recruited and trained a diverse engagement team to serve as the Riley Hospital for Children Bicycle Helmet Safety Crew built a comprehensive on-site activation program to engage the target audience in bicycle and helmet safety organized and executed a series of 27 grassroots, community engagement events including campaign activation at summer camps, large festivals and fairs R E S U L T Over 4,000 children were educated on bicycle safety practices and properly fit with a free Riley Hospital for Children branded bicycle helmet. The Bicycle Helmet Safety Campaign gained earned media coverage in the following I U Health communities: Paoli, Goshen, La Porte, Hartford, Bedford and Indianapolis. P A R T N E R S

21 H U M A N R E S O U R C E S B u i l d i n g a H e a l t h y B u s i n e s s

22 RECRUITMENT / RETENTION v Source: Net Impact

23 MILLENNIAL EXPECTATIONS According to research conducted in The 2020 Workplace: by the year 2020, Millennials will be 50% of the workforce. 80% of year olds want to work for a company that cares about how it impacts and contributes to society. v Triple Bottom Line (CSR) is increasingly becoming the main way organizations attract and retain new hires. Source: Cone Millennial Cause Group

24 C O N N E C T I N G Y O U R R E S O U R C E S Va l u e s, P e o p l e, C o m m u n i t y & B u s i n e s s

25 Corporate Social Responsibility: Landscape v Source: McKinsey & Company

26 RESOURCE ALIGNMENT v To maximize both impact and business growth opportunities, engage these stakeholders with crafting a CSR / impact strategy and platform: Internal: Executive Leadership, Marketing, Sales, Corporate Giving / Philanthropy, Human Resources, Wellness Programs External: Invested Community Partners, Customers, Shareholders

27 How To Begin Developing Your Impact Strategy v Identify and get the right people in the room (Who are they?) Ask the important questions 1. What are our core values? What is our organization s purpose? 2. What issues are important to our employees? To our customers? 3. What organizational assets can we dedicate to this effort? 4. Are there existing initiative / organizations with which we can partner to create larger impact? 5. How will our impact efforts drive customer / donor / stakeholder retention & growth? 6. How will our impact strategy and platform be communicated internally to fuel employee retention and recruitment? 7. What are our impact goals? How will we measure success?

28 T H A N K Y O U Please let us know if you have any questions, and thank you for your time. Jeremy Smith jssmith@inciteimpact.com I N C I T E I M P A C T. C O M