1. CT’s Largest Community Health Center Alliance CHCACT
2013 Advertising & Marketing Initiative

2. Objectives
CT’s FQHCs work together to promote all 13 of the Community Health Centers on a statewide level
Raise awareness levels and understanding of CHCs with all target audiences
Help to secure additional funding at the legislative level

3. Strategies
Leverage combined efforts and dollars to secure mass media advertising & promotional efforts
Utilize ‘best practice’ models of various CHCs (Cornell Scott Hill Health, Optimus, Southwest, etc) to assist other CHCs with limited resources

4. Audiences Patients Legislature & Policy Makers Community Organizations
Health Care Professionals, Leaders, Pundits
Press

5. Messaging Patients: Legislature, Policy Makers, Press, General Public
“We’re Your Medical Home”
“You Made A Good Choice for Your Health Care Needs”
Legislature, Policy Makers, Press, General Public
“CT Community Health Care Alliance Helps Drive Connecticut’s Economy”
CT Community Health Care Alliance Serves Millions and Saves Millions”

6. Tactics Advertising Bus Cards/Transit Local/minority Radio spot
Small (urban/inner city) Billboards
Social Media
FB ads, Tweets, You Tube ads, Google Ads
Mobile device training & support for essential apps and how to use them
For Tablets, iOS, Android phones
Filming & Photography
Shooting video footage and photos at each health center
Compile into videos and slide shows
Capabilities Brochure
Special Events (health fairs)
Public Relations
Editorial Calendars
Press releases
*Each health center will have it’s own ‘custom-tailored’ mini-marketing plan with will accomplish two things: tie into the overall, statewide Alliance marketing program but also augment your particular, individual marketing efforts.

7. Creative Approach – Use “The Alliance” brand

8. Timeline March - review and approve plan
April – complete creative for ads
May- launch campaign statewide
June thru Dec – run ad campaign; provide publicity support for special events and other Alliance activity around the state

9. Budget Estimates Per Health Center
Advertising - $3,000 -$5,000
Minority newspaper print ads
Bus Cards, Radio
Social Media - $300 - $500
FB ads, Tweets, You Tube ads, Google Ads, Filming Videos, Photography, Mobile App support
Public Relations/Editorial Calendar - $600
Brochure - $300 - $500
Special Events (health fairs)
Banner (table or pop-up display) - $250