Entertainment That Inspires Health STARTING A (HEALTH) MOVEMENT v I - - PowerPoint PPT Presentation

Entertainment That Inspires Health

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STARTING A (HEALTH) MOVEMENT

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

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.

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

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

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(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

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I N C I T E H E A LT H

E x p e r t i s e

Why Incite?

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.

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Inspiring Positive Health

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
• pportunities
• Improve company / brand perception
• Drive employee recruitment & retention
• Inspire individual and community health

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C A U S E M A R K E T I N G

D o i n g We l l B y D o i n g G o o d

Cause Marketing Metrics

Source: Cone 2015 Communications Global CSR Study

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

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 www.STLSafeDriver.com
• 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

“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

M E D I A

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

INDY HAS HEART

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, email 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

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 consumer- facing 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

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.

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! P A R T N E R S M E D I A

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

C A S E S T U D I E S

C A M P A I G N

SMALL CHANGES FOR HEALTH

“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

P A R T N E R S 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

• nline behavior modification program for participants to

enroll and receive weekly healthy living tips. 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.

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”
• r “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

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

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

• rganized 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

“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

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

RECRUITMENT / RETENTION

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Source: Net Impact

MILLENNIAL EXPECTATIONS

According to research conducted in The 2020 Workplace:

• by the year 2020, Millennials will be

50% of the workforce.

• 80% of 13-25 year olds want to work

for a company that cares about how it impacts and contributes to society. “Triple Bottom Line” (CSR) is increasingly becoming the main way organizations attract and retain new hires.

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Source: Cone Millennial Cause Group

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

Corporate Social Responsibility: Landscape

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Source: McKinsey & Company

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

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RESOURCE ALIGNMENT

How To Begin Developing Your Impact Strategy

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• 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?

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 317.971.6459 jssmith@inciteimpact.com

I N C I T E I M P A C T . C O M