2015 Nursing Initiative Greg Bice Fan Lin Bradley Nocco Michael - PowerPoint PPT Presentation

2015 Nursing Initiative Greg Bice Fan Lin Bradley Nocco Michael Thompson

The Project Enhancing the profession of nursing in Ohio 2015 “Be a nurse, be a leader.” 2011 Professional nurses are self- Campaign directed, accountable, and 2005 control their environment. OHA, ONA, OONE, OLN

The Current Situation Context Customer Company Competition • Aging work force • All nurses in Ohio • Choices of profession /Collaboration • Shortage • Potential nurses

Current Perception of Nurses  Doctor’s Assistant  Reactive  Hardworking  Trustworthy Leadership? Objective: Change perceptions to one of leadership

Changing Perception Prior Stimulus Perception Knowledge • 71% of RN’s are over the age of 50 • Leadership campaign likely to be ineffective with veteran nurses • Nursing retirements = opportunity to shape prior knowledge

Target Market Early-Career Nurses Young & Adults Nursing Students

Primary Marketing Objective  Increase the number of applications by 10% at Ohio nursing schools in the next 5 years Corresponding Communication Objectives  Increase the knowledge of the nursing profession and its leadership aspects amongst young adults (14-21) in Ohio by 20% over the next 5 years.  Increase attitudes of the nursing profession amongst same audience by 15% over the next 5 years

Secondary Marketing Objectives  Persuade 30% of nursing schools to incorporate leadership components or modules into their curriculum in the next 5 years  Increase nurse volunteer hours by 5% each year Corresponding Communication Objectives  Convince 45% of nursing school faculty and administration that leadership skills are important to the career development of nursing students  Build awareness of leadership outreach programs amongst 20% of nurses

Media Strategy Young Adults Nursing Students • High School Presentations LPD Programs • Facebook • • Flyers YouTube • Newspapers • • Print Materials

Reaching prospective Nurses  Target High School Students  National Nurses Week  May 6 th -12 th  Reach 20% of High schools ~ 220 schools  Connect with teachers  2015 Approved Presentation  Awareness of profession  Leadership focus  Diverse offering within nursing

Collecting Data & The NEXT STEP!  Access to classroom through education  Childhood Obesity  CPR  Exercise  Nutrition  Metrics (key for grant funding)  Before and after quizzes  Job Shadow – The NEXT STEP!

Developing Leaders  Leadership Professional Development (LPD)  Implement at Current Nursing schools  Goal: 30% of Nursing Schools in 5 years  Develop 2015 approved curriculum  Similar to Fisher LPD  Selling point for school  Prepare nurses to be leaders

Media Mix and Schedule  Continuous  Facebook / LPD / YouTube  Pulsing  Flyers  Big Push  Presentations

Budget Media Weight Media Costs 1400 20000 18000 1200 16000 1000 14000 12000 800 10000 600 8000 6000 400 4000 200 2000 0 0

Raising Funds Volunteer Hours Monetary Funds  Use of Ohio Nurse to drive  Utilize current fundraising buy-in and volunteerism. efforts of Nursing 2015 members.  Need for Nursing 2015 members to recruit.  Johnson & Johnson’s Campaign for Nursing’s Future.  Governments grants. Approach nursing schools for support both in terms of volunteerism and funds for the statewide initiative.

Questions

Flow Chart  Integrated Marketing Communication Strategy