1. Presenter Disclosure 1) The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months: No relationships to disclose Becky King Mary Grandon

2. Engaging New SBHC Champions Through Local Media and Advocacy National School-Based Health Care Convention June 27, 2008 Becky King Co-Coordinator WV School-Based Health Assembly Mary Grandon, PA-C Coordinator Riverside Health Center

3. Objectives  Describe the process and lessons learned in implementing a new approach to showcasing School-Based Health Centers (SBHCs) to targeted audiences  Identify 7 principles used to successfully engage local SBHCs to employ their advocacy and media skills  Share tools and resources for replication  Allow time for Q&A

4. WV School-Based Health Assembly T he West Virginia School-Based Health Assembly is working to promote health services in schools to help students be healthy learners.  Statewide membership organization  Affiliate of the WV Primary Care Association (PCA)  Retained staff in 2004 through foundation funds

5. Overview of WV SBHCs WV SBHCs were piloted in 14 schools in 1994 Today…47 SBHCs are providing services to 58 schools in 23 of WV’s 55 counties Currently, 17 of the state’s 27 community health centers operate all but 3 of WV’s SBHCs SBHCs have been a “best kept” secret in WV

6. Healthy Students – Better Students Campaign Goals Inform state leaders and other targeted audiences that SBHCs exist across the state and provide an extremely valuable service to West Virginians Develop a grassroots effort that individual SBHCs can build upon Create tools, resources, & messages for the field Increase comfort level among SBHC staff to promote their SBHC

7. Targeted Audiences → Governor and First Lady → Local & state educational representatives → Local care providers → State legislators → Parents and students → City and county government officials → Interested stakeholders from counties without a SBHC

8. Healthy Students – Better Students Campaign Process  Contracted with experienced public relations firm (The Manahan Group) to work with PCA & WVSBHA to design and implement Campaign  Educated and obtained support from community health center directors and SBHC staff  Developed key messages  Selected 8 SBHC sites to participate in Phase I of Campaign  based on media markets, legislative targets, services provided (mental health), & local interest

9. Healthy Students – Better Students Campaign Process  SBHC staff trained through 4 WEB-Ex sessions (also recorded for participants unable to attend) Topics included:  Campaign planning  Marketing  Working with the media  Individual meetings/conference calls with local sites held as necessary to plan Open Houses  PR firm assisted/coordinated media relations with local sites

10. Healthy Students – Better Students Campaign Process Toolkit for planning/conducting Open Houses developed: Timeline checklist Invitations Press releases Speaking points that were consistent across sites, as well as those germane to each respective site Evaluation and follow-up forms

11. Healthy Students – Better Students Campaign Process Celebrity “hosts” for each Open House were confirmed as part of Campaign design  First Lady - Gayle C. Manchin  WVU President - Mike Garrison  Strongest Man in the World - Phil Pfister  State Superintendent of Schools - Dr. Steven Paine  DHHR Secretary - Martha Walker

12. Healthy Students – Better Students Campaign Process  Theme selected to unite campaign with common message; used on campaign materials (e.g. stickers)  Healthy Students – Better Students  New materials were developed + templates for the field (backgrounder, press release, talking points) Fact sheet on Mental Health Fact sheet on School-Based Health Centers Frequently Asked Questions about Starting a SBHC

13. Healthy Students – Better Students Campaign Process  Local invitations sent to targeted audiences  Statewide invitation sent by WVPCA & WVSBHA  Campaign information posted on WVPCA & WVSBHA websites

14. Healthy Students – Better Students Campaign Process Campaign Kickoff event held at Riverside Health Center in conjunction with Annual Children’s Health Conference on October 16, 2007 WVSBHA Executive Team President trained to address media and participated in live satellite feed to promote Campaign statewide

15. First Lady and Riverside Staff

16. Legislator, School Nurse, Counselor

17. Healthy Students – Better Students Campaign Process  Eight Open Houses: October 16 - November 6  Riverside Health Center  Jackson County Schools Wellness Center  Lincoln Wildcat Center for Health  East Fairmont High School Wellness Center  Mount View Wellness Center  Collins Middle School Wellness Center  Brandon Wellness Center  Pendleton County High School Health Center  Attendance range: 25 - 200 at each Open House  All had representatives from targeted audience list present

18. Strongest Man in the World

19. Healthy Students – Better Students Campaign Process  Following each Open House: Key legislators and attendees were thanked for their participation The Manahan Group provided media report of Open Houses, along with CD of statewide media coverage of Campaign ** It is estimated that between 500,000-800,000 air media impressions resulted in coverage of the campaign. Print media was also positive.** Debriefing session held with The Manahan Group to determine follow-up steps and plans for Phase II of Campaign Evaluations conducted of local SBHC Open House representatives ** Results were positive, with respondents agreeing that information learned and materials provided were useful and will be utilized in future.**

20. Campaign Media Example

21. Outcomes and Results Governor’s budget for Fiscal Year 2009 included improvement package request of $120,000 for SBHCs, and additional $1 million for community health centers Legislative study resolution on school health reintroduced in 2008 session by Senator Stollings (attendee at Lincoln Wildcat Center Open House) Interest in expansion in unserved counties generated with representatives from Raleigh & Mercer counties in attendance Improved communication tools for the field were developed

22. Outcomes and Results  Local SBHC representatives reported greater comfort level with marketing/promoting their SBHCs  Increased awareness among key policymakers about SBHCs  Requests for additional information about SBHCs and the Campaign have resulted in new opportunities to reach audiences  Interest exists in continuing with Phase II of the Campaign; Additional Open Houses will be held in Fall 2008 with support from the SSJHW Foundation

23. 7 Principles Used to Engage the Field 1)Common purpose 2)Include the “right” people in the effort 3)Shared decision-making process 4)Clear structure and roles 5)Specific plan, time frames, and resources 6)Encourage & provide support when needed 7)Learn from our experiences

24. Lessons Learned  An experienced public relations firm makes a huge difference!  It takes extensive amounts of time and energy!  “Celebrity hosts” = media + champions  Student involvement makes it special  Seeing is believing…

25. Barbour County Students

26. Wrap-Up Review of Campaign Materials Q & A ~Thank You!~

27. WVSBHA Contact Information Eileen Barker Co-Coordinator Phone: (304) 342-1330 ewbarker@suddenlink.net Becky King Co-Coordinator Phone: (304) 757-5280 bk0517@gmail.com