Presenter Disclosure
Becky King
Mary Grandon
1) The following personal financial relationships with commercial
interests relevant to this presentation existed during the past
12 months:
No relationships to disclose
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
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
WV School-Based Health Assembly
The 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
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
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
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
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
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
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
Healthy Students – Better Students Campaign
Process
Celebrity “hosts” for each Open House were
confirmed as part of Campaign design
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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
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
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
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
First Lady and Riverside Staff
Legislator, School Nurse, Counselor
Healthy Students – Better Students Campaign
Process
 Eight Open Houses: October 16 - November 6
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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
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All had representatives from targeted audience list present
Strongest Man in the World
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.**
Campaign Media Example
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
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
7 Principles Used to Engage the Field
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Common purpose
Include the “right” people in the effort
Shared decision-making process
Clear structure and roles
Specific plan, time frames, and resources
Encourage & provide support when needed
Learn from our experiences
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…
Barbour County Students
Wrap-Up
Review of Campaign Materials
Q&A
~Thank You!~
WVSBHA Contact Information
• Eileen Barker
Co-Coordinator
Phone: (304) 342-1330
[email protected]
• Becky King
Co-Coordinator
Phone: (304) 757-5280
[email protected]