383 Final Project

Deanna Claybough (client)

Ben Stone (web, social)

Due Oct 29, 2018

Due Nov 14, 2018

Live, in-class Dec 3 & 5

Client Meetings

Meeting #1 Focus: Orientation on CCE and Whitman County Public Health

  • Mon, Aug 27 at 11a and 2p in-person

Meeting #2 Focus: Planning

  • Wed, Oct 17 at 11a and 2p via Zoom

Meeting #3 Focus: Concepts

  • Wed, Nov 14 at 11a and 2p via Zoom

Meeting #4 Focus: Final Presentations

  • Mon, Dec 3 at 11a and 2p
  • Wed, Dec 5 at 11a and 2p

Reference Links

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This project is a partnership with the WSU Center for Civic Engagement

383 Final Project Overview

Whitman County Public Health / Fall 2018

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The final project in COMSTRAT 383 focuses on planning, conceptualizing, creating, and (in some cases) implementing communication strategies and activities for Whitman County Public Health (WCPH) - our Center for Civic Engagement (CCE) partner.

Final Project Goals:

The goal with the final project in COMSTRATA 383 is to provide 41 Murrow College students across two sections of COMSTRAT 383 Media Strategies and Techniques for PR with an opportunity to demonstrate knowledge and understanding of principles of public relations practice across multiple channels, industries, and cultures. The final project is designed to provide students with hands-on learning, applied experience, and platform for them to showcase their ability to critically think, research, draft, and craft clear messages and finished work product for Whitman County Public Health.

Deliverables:

  1. Establish a brand platform and core message strategy for WCPH
  2. Establish a social media engagement strategy including editorial calendar and ready-made digital posts for Facebook and Twitter
  3. Create strategies and concepts for SEVEN campaigns for WCPH that raise awareness for vaccinations and testing
  4. Establish a blog section in the WCPH website including a minimum of 5 posts in support of the 7 campaigns and general healthcare awareness for Whitman County residents

References: Note that literature and support references are provided within individual project scope of work.

383 Final Proj Slideshow F18

"Transformative Learning Experiences"

TASKS

The task outline for each special project and campaign will vary slightly based on a scope and deliverables. Each team will complete the task in three phases: 1) Planning; 2) Concepts; and 3) Final Presentation.

Summary of each Special Project and Campaign

Special Project #1: Whitman County Public Health Brand Platform

Although Whitman County Public Health is in full operation and regularly running campaigns and distributing information in the community, they do not have a formally-established brand platform including visual identity, core messaging, consistently worded and distributed overview statements, or target audience personas. They are in need of a situation analysis, competitor review, communications audit, key message profile, and review of their website search engine optimization and metrics profile.

Special Project #2: Launch of Whitman County Public Health Blog

This special project would involve individual students interested in creating a blog for Whitman County Public Health including the creation of an overall blogging strategy, blog editorial calendar, and a series of original posts that include a mix of text, photos, video, infographics, links, and other features. Interviews may be required as part of editorial assignments. The focus of each blog post will include general Whitman County Health Department messaging, messaging from the 7 main campaigns , general health communication stats and facts and other awareness info, and other public health education content from CDC and other sources.

Special Project #3: Social Media Engagement Strategy & Digital Content Creation

This special project would focus on creating a social media engagement strategy, social media editorial calendar, and 12-week rotation of designed and ready-to-publish general message posts for the Whitman County Public Health Facebook page. All posts would be created in Canva or Adobe Spark and will include a mix of text-only, photo, and video content. The focus of each post will include general Whitman County Health Department messaging, messaging from the 7 campaigns, general health communication stats and facts and other awareness info, and other public health education content from CDC and other sources.

Campaign #1: Child Flu Vaccination Awareness Campaign

The goal of this National Department of Health campaign is to increase the flu vaccination rate in Whitman County in children ages 6mo – 18yo. The campaign will include some market research (pre and post-campaign), campaign message design including hashtag, campaign landing page, public relations materials, social media engagement, and print materials. The target audience includes parents, daycare centers, school officials, older teens, and nurses.

Campaign #2: HPV Vaccination Awareness Campaign

The goal of this Material Child Health Grant (MCHG) campaign is to increase awareness of Human Papillomavirus (HPV) and benefits of vaccinating boys and girls between 11-12yo, as well as teenagers and college students up to age 26. The campaign will include campaign message design including hashtag, campaign landing page, public relations materials, social media engagement, print materials, and grass roots outreach (e.g. ambassador outreach, tables on the WSU mall or at area high schools). The target audience includes parents of children ages 8-12, teens, and college students.

Campaign #3: TDAP Vaccination Awareness Campaign

The goal of this Material Child Health Grant (MCHG) campaign is to increase awareness of tetanus, diphtheria, and pertussis (DTAP) and benefits of vaccinating pregnant women at 32-36 weeks gestation and all individuals who live with or are in regular contact with the pregnant woman and baby once he or she is born. The campaign will include campaign message design including hashtag, campaign landing page, public relations materials, social media engagement, and print materials. The target audience includes pregnant women and their families, dr. offices (general practitioners, OBGYN, quick care), Whitman County Medical Group, prenatal class locations, and K-6th-grade schools.

Campaign #4: STD Awareness Campaign – Get Tested

The goal of this campaign is to motivate and incentivize sexually active high school and college-age men and women to get tested for sexually transmitted diseases. The campaign will include campaign message design including hashtag, campaign landing page, public relations materials, media relations to News 8, Daily Evergreen, and school newspapers, social media engagement, print materials, and grass roots outreach (e.g. ambassador outreach, tables on the WSU mall or at area high schools including distribution of condoms and literature). The target audience is direct and specific toward high school and college-age students.

Campaign #5: STD Awareness Campaign – Syphilis

The goal of this campaign is to educate young adults engaged in high-risk behavior about the existence, statistics, and rise of syphilis in Whitman County. The campaign also seeks to inform sexually active young adults about symptoms and motivate them to get tested specifically for the disease so they can get on a treatment program and prevent ongoing transference. The campaign will include campaign message design including hashtag, campaign landing page, public relations materials, media relations to News 8, Daily Evergreen, and school newspapers, social media engagement, print materials, and grassroots outreach (e.g. ambassador outreach, tables on the WSU mall or at area high schools including distribution of condoms and literature). The target audience is direct and specific toward high school and college-age students.

Campaign #6: Breastfeeding-Friendly Local Businesses Campaign

The goal of this campaign is to identify and make connections with Whitman County local businesses and resources who consider themselves “breastfeed-friendly” and raise awareness about who they are and how they accommodate this select population of women and their families. The campaign will include campaign message design including hashtag, campaign landing page, public relations materials, social media engagement, and print materials. The target audience includes parents, pregnant women, regional business owners, community centers, libraries, WSU campus, malls, and shopping centers.

Campaign #7: Vaccination Awareness Campaign for Age 50+

The goal of this campaign is to increase the vaccination rate of men and women age 50+ in Whitman County. Many individuals over the age of 50 are not aware of the available vaccinations, are concerned about cost, or do not know where to get them. The campaign will include campaign message design including hashtag, campaign landing page, public relations materials, social media engagement, and print materials. The target audience includes Whitman County residents over the age of 50, elder care facilities, doctors’ offices, libraries, community centers, programs for retired individuals.