CPHNO–The Next Generation by Jenise Wooten

RESEARCH CREATIVE STRATEGY MEDIA PLAN PROMOTIONS BUDGET CONCLUSION 2

TABLEOF CONTENTS

EXECUTIVE SUMMARY

This campaign will be focused on reaching a younger audience that will one day grow into the CPHNO family. We want this campaign to be an awareness push for the next generation of Public Health Nurses. We will be utilizing word of mouth advertising, alongside your personal newsletter and some paid social media ads to push your message to the world. We understand that you view your organization as warriors for public health, which is not currently shown through your website to the best degree. With a fresh and simplified logo and an updated internet presence, this company will be trailblazers in gathering the next generation of Public Health Nurses.

Walked around TTU campus to survey students face to face. Also went to different apartments to survey.

RESEARCH RESEARCH METHODS METHODS

Group

Posted on personal social media accounts to reach out using a customized graphic with link to survey.

Created graphic with QR code linked to survey and posted flyers around campus

Me and Snapchat outreach with targeted student organizations.

Social Media Outreach

Text

Printed QR Codes 324 Participants 4

In-person surveying

Targeted

Groups

No 86.5% Maybe 8.5% Yes 5% No 51.9% Yes 31.2% Maybe 16.8% No 51% Yes 32% Maybe 17% Do you know the difference between public health nurses and standard nurses? Have you ever heard of public health nursing? Have you ever heard of the Council for Public Health Nursing Organizations (CPHNO)? 5

Stacy

High School student looking for a way to put her passion for health into action. CPHNO can help her by giving her the knowledge she needs to succeed.

PERSONAS ANDHOW TOTARGET

New college student looking for a health specialized career that she can thrive in. CPHNO can help her by showing her real life experience of a public health nurse

Janelle Rebecca

Our primary research shows the majority of respondents lack essential information pertaining to what a public health nurse does. However, we also found 41% of total respondents are interested in some aspect of the healthcare industry (Public, Private, Administrative, Community, Mental Health, etc.).

for a platform to share her experiences. CPHNO can help her to feel heard.

BRANDINGINITIATIVESBRANDINGINITIATIVES BE A CLEAN AND REFRESHING PRESENCE IN THE NURSING COMMUNITY DRAW IN A YOUNGER AUDIENCE BY SIMPLIFYING AND MODERNIZING BRANDING 1 2 8

PRIMARY COLORS

CPHNO BRANDING SHEET

FONTS: Montserrat Bold Montserrat Extra Bold

SECONDARY COLORS

CMYK (40, 6, 0, 0) CMYK (88, 76, 0, 0)

RGB (146, 204, 239) RGB (59, 84, 164)

CMYK (0, 0, 0, 20)

RGB (209, 211, 212)

CMYK (68, 64, 16 , 1)

RGB (102, 102, 153)

CMYK (4, 0, 41, 0)

RGB (248, 244, 172)

CMYK (31, 0, 13, 0)

RGB (174, 222, 223)

LOGOREDESIGNS

WHY SWITCH?

CLEANLINESS

A modern take on the navy, yellow, and robins egg colors already utilized

SIMPLE

A professional logo that says a lot without a lot of text is valued by the next generation

MODERN

Make the logo look appealing with a newer font and updated scaling.

YOUNG

Entry level PHNs will apreciate a younger looking branding.

MEDIA PLANS

Due to the large amount of the public on social media today we chose to utilize four major social media platforms to increase CPHNO's brand awareness and personality. The four platforms we chose are the most popular among our generation. We think the best low cost opportunity is utilizing your newsletter as a way reach your subscribers.

BIGIDEA

Make the newsletter a platform for CPHNO to show up to date information going on within the community. CPHNO could also use this to give the Public Health Nurses a voice and do a "Nurse of the Month" activation to allow nurses to share real life experiences and create relationships within CPHNO. This will also allow for younger readers to understand a day in the life.

PLATFORMS

Put out informational posts to let the public know what is happening in the public health world

Release video announcements to help the public keep up with CPHNO

Live link posts from Twitter and Instagram to have the consistent content across platforms

Live link newsletters to Twitter to let the public keep up with current initiatives

FACEBOOK TWITTER

INSTAGRAM

TIK TOK MEDIA

Example Instagram Post

Example Facebook post

PROMOTION PROMOTION

Through promotion, CPHNO will be seen assisting causes relevant to Public Health. This will be seen by donors and others in order to raise funds.

sponsorships and aiding in PH initiatives

entertain and support contributors

word of mouth/ high school pop ups 16

PROMOTIONAL EVENT: SPONSORINGA5K Have a tent at a 5K giving out free swag Stickers Push Buttons Pamphlets Water Bottles 17

Branding Activations Branding Activations

Consistent flow of information Multiple posts per week Posting 3x a week M, W, F Simple Reels Stories Tik Tok Instagram Twitter Facebook DIGITAL DIGITAL MARKETING MARKETING Posting 3x a week M, W, F Simple Reels Stories Posting 3x a week M, W, F Simple Informative Tweets 19

POSTINGCALENDAR Day of the Week Date Platform Time of day Type of Post Topic Sunday January 1 Instagram 9:00 AM Story Happy New Year Monday January 2 N/A N/A No post this day N/A Tuesday January 3 Twitter 11:00 AM Feed post Newsletter Wednesday January 4 Instagram 11:00 AM Story Wellness Wednesday Thursday January 5 Instagram & Facebook 12:00 PM Feed Post National Blood Donor Month Friday January 6 N/A N/A No post this day N/A January 2023- Week One 20

BUDGET Potential Budget: $2,500 Paid Advertising$300 Cost of social media & Google ads Targeted ads to better reach desired audience Branding Opportunities$500 Updating logo Merchandising (stickers and print media) Marketing Tools$600 max Adobe Suite- $50/month ($600/year) Alternative option: Canva- $14.99/month ($149.90/year) Event Support & Sponsorships$800 Sponsoring 5Ks, pop ups, etc. to create brand awareness Recommended $1,000 Emergency Fund 21