Marketing Plan - Orthopaedic Trauma Equipment

Jason Harnett May 23, 2013

Purpose of Plan:
To Market the Orthopedaedic Trauma Equipment for the Grand River Hospital Foundation Spring Appeal to stakeholders beyond the direct mail campaign.

Situational Analysis:
The Grand River Hospital Foundation will deliver their Annual Spring Appeal to donors within their data base to outline current fundraising efforts for the purchase of Orthopaedic Trauma Equipment. The goal of this mail-out is to raise $129, 151 for selected surgical equipment. In an effort to educate and increase awareness of the fundraising needs of the hospital and to encourage new supporters beyond the direct mail campaign, the Foundation would like to develop a high level marketing plan to maintain the momentum of the campaign and continue working towards their fundraising goals. The marketing department has been provided a budget of $2000.00
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Strengths:
Various collateral material currently exists i.e. Newsletters, signage space, web Strong relationship with media. Huge potential to use internal staff and physicians as ambassadors for the fundraising efforts. Existing statistics support the need for new and updated equipment. Kitchener-Waterloo is a very giving community. Grand River Hospital is a leading edge hospital which provides the best patient care using the best technology available. This is equipment that many demographics can relate to.

Weaknesses:
Donor fatigue Not a full understanding as to how the new equipment will benefit the community and health care team (Additional information required.) Buy in from staff may not be at appropriate level. Major marketing efforts could be potentially too expensive.
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Opportunities:
To reach out to new donors and develop new relationships. To encourage existing donors to give more. To grow support and financial giving. To attract the best and brightest health care professionals. To demonstrate to the public the efficiencies and need for the equipment. To grow social media engagement and encourage new relationships.

Threats:
Unstable economy Ill feelings towards health care system / brand loyalty Donor fatigue Saturation amongst fundraising organizations in the area Complicating the message

Communication Objectives:
To increase new donorship by 50% by October 2013 To increase online giving by 25% by October 2013 To increase staff giving by 25% by October 2013 To increase number of followers on social media platforms, Twitter, Facebook, YouTube by 50%

Audience Characteristics: Internal:

25% financially support hospital Hospital/Foundation Staff Visitors to hospital 80% female Volunteers 60% mothers (parents) 40% of staff with elder parents 70% of staff live in the community Physicians (Seeking new equipment) Emergency patients with fractures

External:
Previous fracture patients Media Parents Local athletes Local commuters High risk Elderly Social media followers Local politicians Corporate/Business/Industry Former surgical patients

Key Messages: Internal

You never know when you or a loved one may need to have a fracture repair. (Hockey injury, car injury etc.) By supporting the hospital you are helping to make health care professionals jobs easier and more efficient Supporting fundraising at your workplace is a worthy cause that supports great patient care and ensures you have the best tools to do your job. Having the best equipment available when you need it is supports fast recoveries, the best possible care and greater efficiencies. Supporting your hospital ensures your loved ones will get the best surgical care when they need it right here at home.
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Key Messages External:

Having new surgical fracture equipment will lead to better recoveries. The After hour orthopaedic team needs these tools to do their job effectively. Current equipment is outdated and inefficient. Medical equipment is costly and not funded by the government. Investing in local health care makes sense and benefits everyone. Orthopaedic surgeries are on the rise, necessary equipment needs to be in place. Have peace of mind that your hospital has the best tools when you need us most.

Action Plan:
Strategy 1: Increase Internal Awareness of Orthopaedic Campaign Tactic
#1 #2

Description
Hospital Newsletter feature Article Creation of catchy slogan Its Hip to Support the Fracture Unit Campaign info shared by CEO Staff Chat Coffee Cup Messaging

Champion
Jason Foundation staff

Individuals
Jason, hospital communicator Group collaboration Jason, CEO, Exec Dir. Coffee kiosk, Jason, printer

Start
April 2013 March 2013

Complete
May 2013 April 2013

#3 #4

CEO, Executive Dir Exec Dir, Jason

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June 2013 August 2013

June 2013 October 2013

Tactic
#5

Description
All staff outgoing email signatures to include campaign tag line & links social media + online giv.. Signage Main reception and in Emergency (QR Codes) Outdoor digital signage Indoor digital signage Cafeteria table signage Display Cabinet Featuring word art, graphics and pictures of campaign/goals/update Establish a Physician Champion and host a Physician Info night Create mobile display for all Foundation eventsFundraising items, info Recognition for internal donors Sticker on their uniform

Champion
Exec Dir, Jason

Individuals
Jason, Exec Dir, Dir Dev, IT

Start
April 2013

Complete
October 2013

#6

Jason

Jason, graphic designer Jason, Plant Operations, IT Jason, HK, Food Services Jason, Volunteer services

March 2013

April 2013

#7 #8 #9

Foundation Team Foundation Team Foundation Team

April 2013 July 2013 June 2013

October 2013 September 2013 September 2013

#10

Exec Dir,

Dir Dev, Exec Dir, Jason, physician Foundation Staff, Volunteer Jason, graphic des, Dir Dev, 8 Volunteers

February 2013

Throughout

#11

Jason

April 2013

Throughout

#12

Exec Dir., Jason

April 2013

Throughout

Strategy 2: Increase External Awareness of Orthopaedic Campaign Tactic

#1.

Description
All campaign appeal material to be reformatted for Foundation website Media Announcement News Release Radio Interviews KOOL/ CHYM / CBC Short YouTube Video productions Testimonial from patient and Testimonial from surgeon speaking on the need for the equipment Fake a break challenge College/University Fundraising Challenge

Champion
Jason, Webmaster

Individuals
Jason, webmaster, Dir Development Exec Dir, Dir Dev

Start
April 2013

Complete
May 2013

#2.

Exec Dir,

April 2013

Ongoing

#3. #4.

Exec Dir Foundation Team

Exec Dir, Dir Dev, Jason Jason, patient, surgeon

April 2013 April 2013

Ongoing Aug 2013

#5.

Foundation Team

Dir Dev, Exec Dir, Jason

September 2013

October 2013

#6

Open Community Forum featuring local sport celebrity car accident survivor, grateful donor

Dir Dev

Exec Dir, Dir Dev, Jason, special speakers

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May 2013

May 2013

Tactic
#7.

Description
Special Column to the Kitchener Record Testimonial Presentation/PowerPoint : for local service clubs and organizations Social Media engagement Regular campaign updates provided to group members through Facebook and Twitter YouTube presentation of old equipment and new equipment through installation phase Blog Creation : My Break Experience My first Break Shared stories/ Create a mock scenario with Fire, EMS and Media

Champion
Hospital Communicator

Individuals
Hospital Communicator, patient, Jason, Dir Dev

Start
September 2013

Complete
September 2013

#8.

Jason

April 2013

September 2013 Ongoing

#9.

Foundation Team

Foundation Team

April 2013

#10.

Jason

Jason, Dir of surgery, ER Dir, Plant Ops Jason, Dir Dev

As it happens

Ongoing

#11

Foundation Team

April 2013

Ongoing

#12

Physician Champion

Jason, Physician, ER, Surgical

10

June 2013

July 2013

Tactic
#13.

Description
Signage or sponsorship at Sporting event (QR codes) Kitchener Rangers

Champion
Jason

Individuals
Jason, graphic des, Dir Dev

Start
September 2013

Complete
October 2013

#14.

Newspaper Advertisement E-Blast to all community partners Public Service Announcement Print/Radio

Jason

Jason, Graphic Art Jason, Dir Dev, Exec Dir Jason, media, Dir Dev.

May 2013

June 2013

#15.

Foundation Team Jason

May 2013

May 2013

#16.

April 2013

September 2013

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Budget:
Strategy 1: Internal signage - $500.00 Coffee Cups Printing $200.00 Display materials: $50.00 Stickers: $80.00 ================= Total: $1980.00 Strategy 2: Refreshments Community Forum - $200.00 Signage: $700.00 Advertisement: $250.00

Human Resources:
Communications Marketing Coordinator Strong team work and support of all Foundation Staff

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Evaluation:
Outcome
Increase in donorship

Method
Count and compare donations over last year same period Count and compare donations over last year same period Count and compare donations over last year same period Count and compare likes/views/Twitter Followers over last year same period

Measure 50% Increase in total Spring Appeal giving by October 2013 25% increase in online giving by October 2013 25% increase in Internal Giving by October 2013 50% increase in social engagement through Foundation Social Media accounts

Increase in online giving Increase in internal giving

Increase in social media engagement

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http://www.grhf.org/

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