1. Communications Plan October 28-29, 2013

2. Background Communications Strategy 2013-14 Contents

3. Background  In 2012, OSN hired a communications vendor (Shelley Romoff & Amorell Saunders N’Daw) to engage in a communications audit and a series of communications recommendations.  In July 2013, OSN hired a Communications Manager to review and implement the communications recommendations.

4.  The 2013 Communications Plan attempts to address the 2012 communications recommendations, while simultaneously bringing OSN into the ‘Communications 20 th Century.’  The 2013 Communications Plan emphases six (6) discrete yet interrelated categories/tools:  Website  Email Communications  Communications/Media Training  Social Media Engagement  Knowledge Translation  General Communications Communications Strategy

5.  OSN has a variety of stakeholders, both internal and external: Internal Audiences: OSN Board of Directors OSN employees, regional directors and others OSS teams External Audiences: Ministry of Health and Long ‐ Term Care (MOHLTC) Local Health Integration Networks (LHIN) Partner agencies as required e.g. Cardiac Care Network, Ontario Telemedicine Network, HSFO Other health care system organizations and professionals Media General public Communications Strategy

6. ObjectiveLeadDeliverables and Target DateActionsOutcomes Address gaps in OSN stakeholder engagement & relations and awareness of impact Executive Director, Patrick Moore  Implement the communications/stakeholder plan March 2014  Conduct media monitoring and produce target media releases/communication on key projects Ongoing  Support Board and external communications Ongoing  Develop an inventory of patient stories and perspectives March 2014  Conduct an evaluation of impact March 2014  Basic daily media monitoring, using Google, Bing, etc. has been implemented  Inventory of patient stories and perspectives currently sourcing by region; building online by topic on new website  Impact evaluation of OSER, SPC Audit completed, distributed  Communications Manager (Patrick Moore) hired June 2013  More in-depth media monitoring using outside vendor currently being investigated (coming Q4)  Targeted media developed and distributed when applicable (OSER, AR, SPC Audit, Stroke Report Cards, SPOR, etc.)  Current evaluation of impact focused on social media, website and specific media releases

7.  Annual Report was developed in-house for minimal cost  OSN has had small, but all positive feedback about Annual Report  Annual Report distributed to key stakeholders and placed on website Annual Report

8. Communications Strategy ObjectiveLeadDeliverables and Target DateActionsOutcomes Produce the 2012-13 OSN Annual Report (AR) Patrick Moore  Design and create online/printed AR September 2013  Send AR to key stakeholders September 2013  Create press release for AR and send to key stakeholders September 2013  AR designed and produced in house for minimal cost  AR sent to key stakeholders  Press release sent to key stakeholders  AR complete and placed on website.  AR/PR distributed to: OSN Team, OSN Board, OSS (including RPD/DSCs), LHIN CEOs, MOHLTC stakeholders, HQO, VH ISC and sub committees  Received limited but positive feedback.  This item will repeat in 2013-14.  Post-mortem with RPD/DSC meeting (October 2013).  Annual Report available here. Annual Report available here

9.  OSN changed website hosting vendors to Digital Chaos to have a new server run parallel to the current server.  New server will hold the development version of the OSN website, using WordPress 3.6. WordPress is a state-of-the-art open source semantic publishing platform with a focus on aesthetics, web standards, and usability. The new website system will be easier to maintain, update and change, when needed.  There is no cost involved with the change. Website

10. ObjectiveLeadDeliverables and Target DateActionsOutcomes Maintain and update website and OSN member site, create and deploy new website Patrick Moore, Linda Nutbrown  Keep website up-to-date with new content September 2013 / Ongoing  Generate and aggregate content for website and repurposing September 2013 / Ongoing  Audit website content, categories and menus September 2013  Liaise with web hosting company July 2013  New website DRAFT completed, ready for feedback September 2013  New website designed and built on sustainable, upgradeable platform  Content from old site transferred  Changed website hosting vendor  OSN to soft launch new website (Q3 - 2013), collect feedback, retool and full launch with associated communications plan (Q4 – 2013)  Current website up-to-date with new content  Transfer will result in streamlined content updating process, faster uploads, etc.  New website hosting vendor provides faster support, better infrastructure for new website, better website reporting stats, etc.  Website statistics: 38.5 per cent increase in monthly hits to website since June 2013 (62,777 to 102,190)

11.  Email blasts are by far the most popular communication channel for OSN and have become the default method of communication.  Until July, 2013, the OSN used standard Outlook email to send broadcast emails to members and/or staff.  OSN Email Communications plan consists of two main components, an electronic bi-weekly newsletter entitled the eBulletin and a quarterly OSN Communiqué. The two communications vehicles have two different purposes and reflect that in their ‘look-and-feel.’ Email

12. ObjectiveLeadDeliverables and Target DateActionsOutcomes Develop, maintain and distribute email, print newsletter Patrick Moore  Create internally focused email newsletter, with articles on OSN, regions, internal programs, activities, etc. August 2013  Distributed eBulletin to staff, regionals, etc. August 2013  Reduce current, mass e-mails to staff, regions to virtually zero Ongoing  Monitor eBulletin impact Ongoing  Create Communiqué - Externally, front-facing PDF document distributed via email, focusing on public facing programs, accomplishments, ‘good news’ stories March 2014  Developed bi-weekly e- newsletter (eBulletin) and distributed to stakeholders  Creation of the Communiqué - externally, front-facing PDF document distributed via email, focusing on public facing programs, accomplishments, ‘good news’ stories  While there is no way to subscribe currently, there will be a method on new website  Distributed 9 eBulletins since July 2013 to 152 subscribers  Open/click ratio of 80/90 per cent (industry standard 30/10)  1 unsubscribed, 2 subscribed  Communiqué still pending, possibly 2-4 times per year  Communiqué first edition planned for Q4

13.  Essential that OSN establish and cultivate relationships with reporters and bloggers so that outlets are available to the Network when telling the story through the media.  OSN Communications Manager will meet with regional staff, LHINs, etc. to provide both media and basic communications training. This training will be tailored to the individual group’s communications and media training needs. Media Training

14. ObjectiveLeadDeliverables and Target DateActionsOutcomes Visit regions, conduct media/communications training Patrick Moore  Contact all regions and arrange appropriate visitation times/dates December 2013  Conduct media/communications training March 2014  Evaluated impact March 2014  Sent invitation to all regions  Communications Manager will connect to RPDs/DSCs post-Collaborative  Evaluation forms will be issued after each meeting  Three regions booked for visit, communications/media training: Southwestern, Southeastern and Northwestern.  Evaluation report for meetings will be developed

15.  Currently, the OSN has a Twitter feed and a LinkedIn page.  Until July 31, 2013, the Twitter feed was updated sporadically, while the LinkedIn OSN page was not updated on a regular basis. This state is due to staff resource issues.  OSN has intended to and can use Twitter (and LinkedIn) to:  Establishing OSN’s online influence  Engage potential online stakeholders  Building OSN’s brand Social Media

16.  OSN plans to increase the amount and quality of tweets on its Twitter stream to an average of eight (8) per day, which is one per hour during business hours. The Twitter feed will also be placed on every page of the new OSN website.  The OSN Communications Manager will also audit and update the current social media policy.  OSN will expand its social media presence, starting with its LinkedIn presence and expanding as appropriate. A goal of increasing OSN’s social media channel(s) by at least one has been set for March 31, 2014. Social Media

17. ObjectiveLeadDeliverables and Target DateActionsOutcomes Create and implement social media engagement strategy Patrick Moore  Engage stakeholders regularly through Twitter August 2013  Engage stakeholders through new social media channel December 2013  Audit and update current social media communications strategy December 2013  Increase frequency of social media posting  Add new social media channel  Review and update current social media strategy  Tweets averaging 8 per day  New media channel created: Google+ Google+  Reviewing previous strategy, updated by December, 2013

18.  OSN has created re-useable booth materials for Health Quality Transformation Conference  OSN plans to become more proactive in KT/Communications initiatives.  Investigating developing and implementing an online Research Synopsis Project to make research results available to stakeholders. Knowledge Translation

19. ObjectiveLeadDeliverables and Target DateActionsOutcomes Knowledge translation for completed research Patrick Moore, Linda Kelloway  Acute Care Benchmarks press release September 2014  Canadian Stroke Congress press release September 2014  Poster, one-pager and diagram for exhibit booth September 2014  Other research, as needed Ongoing  Research Synopsis Project December 2014  Build infrastructure to facilitate further knowledge translation initiatives (Q2- Q3)  Q4 more proactive in KT/Communications initiatives  Develop and implement Research Synopsis Project to make research results available to stakeholders  Created banner, 1-pager and other communications for Health Transformation Conference (October 2013) – items are re-usable  Meeting with LK to discuss Research Synopsis Project (October 2013)

20.  Any communications and/or stakeholder relations plan outlines strategies and tactics that OSN should take to meet its objectives of solidifying its role as a leader and credible advisor for stroke care and vascular health.  Audiences have been identified as both internal external. Beyond these audiences, OSN considers the general public another important audience and also views the media as an audience through which stakeholders and the public can be reached.  This plan does not cover one-off communications strategies (i.e. OSN’s Annual Report 2013, OSER, etc.).  The key to OSN’s general communications plan is two-fold: a communications flowchart and the ‘feedback loop.’ General

21.  All OSN communications vehicles (email, website, media, annual report, etc.) are designed to create a feedback loop between OSN staff and the regions in Ontario. Communications is a process. By closing the loop between the communicator and the audience, both parties receive information they need.  By presenting the latest information from one region or LHIN to all other regions or LIHNs, communications FROM those groups to OSN and then back TO the groups is achieved, closing the loop and creating a ‘perpetual motion’ of communications to and from OSN. General

22. Knowledge Translation ObjectiveLeadDeliverables and Target DateActionsOutcomes Create communications plan for special events, programs, etc. Patrick Moore  Annual Report August 2014  Stroke Month June 2014  Ontario Stroke Evaluation Report June 2014  LHIN Stroke Report Cards June 2014  World Stroke Day September 2014  Vascular Health Ongoing  HMP Ongoing  Some programs will require detailed plans, others will require individual communications efforts  Vascular Health: Specific initiatives need highlighting as well as 1- sheets explaining history, relevance, etc. Connect to VH staff regarding new web presence  HMP: Specific initiatives need highlighting as well as 1-sheets explaining history, relevance, etc.

23. Thank you. Patrick Moore OSN Communications Manager (416) 455-9374 pmoore@ontariostrokenetwork.ca www.ontariostrokenetwork.ca @ONStrokeNetwork