I (A). VENDOR MANAGEMENT
GOAL:
To provide onsite technical assistance to 50% of the Program‟s authorized
vendors.
METHODOLOGY: The WV WIC Program‟s Regional Authorization Project will conduct site
visits for four (4) of the State‟s eight (8) WIC regions during each fiscal
year. Site visits will also be made to additional vendors throughout the state
as specific problems or technical inadequacies are identified.
EVALUATION:
The WV WIC Program‟s Regional Authorization Project results in our
making on site visits to every active vendor at least once every two years.
Visits for routine monitoring purposes will also be made as needed. While
it might be possible that the four (4) regions visited during a particular fiscal
year may not meet the 50% goal the number of vendors visited during the
preceding year or following fiscal year will exceed this goal.
STATUS:
During federal Fiscal Year 2012, all vendors in four of the eight WIC
regions were visited prior to re-authorization. This number of visits was 149
of the approximately 332 vendors on the program. The goal of providing on
site monitoring to 50% of the Program‟s authorized vendors was exceeded.
This goal has been revised due to the transition from a two year to a
three year reauthorization cycle and continued below.
REVISED GOAL:
To implement the transition from a two-year to a three-year reauthorization
period for active vendors.
METHODOLOGY: The WV WIC Program‟s Regional Authorization Project will conduct site
visits for all of the State‟s eight (8) WIC regions during the three-year
certification cycle. Site visits will also be made to additional vendors
throughout the state as specific problems or technical inadequacies are
identified.
EVALUATION:
The WV WIC Program‟s Regional Authorization Project results in our
making on site visits to every active vendor at least once every three years.
In addition,visits for routine monitoring purposes will be made as needed.
STATUS:
This will be an ongoing goal during federal Fiscal Year 2013; all vendors in
the eight WIC regions will be visited prior to re-authorization. This goal is
new for fiscal year 2013.
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I (B). VENDOR MANAGEMENT
GOAL:
To investigate a minimum 5% of the Program‟s authorized vendors for
compliance with federal regulations using an outside contractor, in addition
to state staff.
METHODOLOGY: The investigator, under the direction of the unit supervisor, manually selects
vendors for “compliance buys” based upon participant and local WIC office
complaints and high risk reports generated from the computer system. All
complaints and/or reports are evaluated according to the severity of the
possible infractions to the program. By completing these investigations we
hope to establish completion of our 5% goal of investigating vendors. Past
documentation has supported this method as an acceptable method to reach
our goal due to the numbers of complaints and computer “hits” on the high
risk report. Should we be able to establish a contract with a private
investigative firm, this would provide the means necessary to conduct more
comprehensive vendor investigations.
EVALUATION:
The evaluation process will consist of monitoring our “compliance buys”
sales during the year in order to keep up or maintain the 5% requirement.
Calculations will be completed from both manual reports and computer
generated reports and measured against the current number of authorized
vendors. Should the contract for an investigative firm come to fruition, our
existing compliance officer would be the liaison between the firm and the
state office, communicating the appropriate vendor information and tracking
the status of open cases.
STATUS:
Our records indicate that we have completed 20 investigations to date during
Fiscal Year 2012. The investigations were conducted due to designations as
high risk vendors, as a result of participant complaints, or random buys.
The investigations yielded 3 vendors whose non-compliance with WIC
regulations resulted in sanction points. We had approximately 332 vendors
at the beginning of fiscal year 2012. With three months left in this fiscal
year, we will exceed our goal of 5%. The goal to investigate a minimum 5%
of the Program‟s authorized vendors for compliance with federal regulations
was met using state staff. The goal to use an outside contractor was not met
due to a lack of funding. Ongoing investigations will continue as a goal
in FFY 2013, but has been revised below to reflect how the
investigations will be conducted.
REVISED GOAL:
To investigate a minimum 5% of the Program‟s authorized vendors for
compliance with federal regulations utilizing The WV Office of The
Inspector General staff, in addition to state staff.
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METHODOLOGY: The investigator, under the direction of the unit supervisor, manually selects
vendors for “compliance buys” based upon participant and local WIC office
complaints and high-risk reports generated from the computer system. All
complaints and/or reports are evaluated according to the severity of the
possible infractions to the program. By completing these investigations we
hope to establish completion of our 5% goal of investigating vendors. Past
documentation has supported this method as an acceptable method to reach
our goal due to the numbers of complaints and computer “hits” on the high
risk report.
EVALUATION:
The evaluation process will consist of monitoring our “compliance buys”
sales during the year in order to keep up or maintain the 5% requirement.
Calculations will be completed from both manual reports and computer
generated reports and measured against the current number of authorized
vendors. The existing compliance officer will be the liaison between the
OIG office and the WIC office, communicating the appropriate vendor
information and tracking the status of open cases.
STATUS:
This goal is new for fiscal year 2013.
I (C). VENDOR MANAGEMENT
GOAL:
Provide excellent, consistent and accessible technical training to all WIC
vendors within a two year cycle.
METHODOLOGY: The West Virginia WIC Vendor Unit will hold training sessions in each of
the eight WIC local agency regions within a two year cycle and monthly
training sessions at the State WIC Office using a detailed power point
presentation, training videos and printed materials.
EVALUATION:
The evaluation of the effectiveness of the training is completed by the use of
evaluation forms at the end of each training session. The evaluation form
allows for 5 responses. 1 represents Poor, 2 represents Fair, 3 represents
Good, 4 represents Average and 5 represents Excellent. The Evaluation
Form also allows space for comments.
STATUS:
The comments received were both favorable and instructive in regards to
thoroughness of information given and ability of the trainer to respond to
any question posed by the vendor audience. Interactive training is an
ongoing process to assure vendors receive this type of training once in a two
year cycle. Regional training has proven to be very helpful and popular
with the vendors as the trainer provides several training opportunities at
different sites within their regional area. We will continue to provide
interactive training on a monthly and quarterly calendar period to meet the
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training needs of our vendor population. Evaluation forms will continue to
be used for determination of additional vendor training needs and/or training
program changes. This goal has been revised due to the transition from
a two year to a three year reauthorization cycle and continued below.
REVISED GOAL:
Provide excellent, consistent and accessible technical training to all WIC
vendors within a three-year cycle.
METHODOLOGY: The West Virginia WIC Vendor Unit will hold training sessions in each of
the eight WIC local agency regions within a three year cycle and monthly
training sessions at the State WIC Office using a detailed power point
presentation, training videos and printed materials.
EVALUATION:
The evaluation of the effectiveness of the training will be completed by the
use of evaluation forms at the end of each training session.
STATUS:
This goal is new for fiscal year 2013.
I (D). VENDOR MANAGEMENT
GOAL:
Develop an on line training program for WV WIC authorized vendors
to afford vendors an alternate method of receiving their yearly training.
METHODOLOGY: The West Virginia WIC Vendor Program Manager will utilize the
experience of the Office trainer to incorporate the use of an on line training
program connected to the WIC web page. This training program will mirror
existing training conducted by field trainers.
This form of training has been an ongoing project. The Department of
Health and Human Resources has been using a form of this training over the
past five years, and have developed numerous Web CT training courses.
We anticipate placing an on-line training program to meet our annual
requirement. This program will consist of a narrated power point
presentation. The trainee will then complete a form with areas specific for
them to write questions and return the form to the Vendor Unit for a written
response and to verify course participation. We hope to have it operational
in the fall of 2011. We will make the “on line” training available to all
vendors. Those vendors who accumulate sanction points in excess that
requires mandatory training will come to Charleston for a one-on-one
interactive training session.
STATUS:
This goal has been met with the successful use of online training for
vendors and is now complete.
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I (E). VENDOR MANAGEMENT
GOAL:
Solicit commitment from authorized WIC vendors and members of the
grocers and retailers associations to establish a Vendor Advisory
Committee.
METHODOLOGY: The West Virginia WIC Vendor Unit will gain commitments from existing
vendors and interested parties from the retail food community to provide
guidance for the implementation of the current food package, minimum
stocking requirements, training, etc as well as build a collaboration and
venue for future input regarding changes in the WIC Program. By using this
approach, we hope to experience increased communication with external
stakeholders allowing facilitation of a strategic team approach to WIC
vendor issues within the state of West Virginia.
EVALUATION:
The West Virginia WIC Vendor Unit will evaluate this goal by the number
of external stakeholders involved and use their participation as a means to
gain additional retailer interest in a Vendor Advisory Committee.
STATUS:
Throughout the course of 2011, the Vendor Unit re-established relationships
with corporate representatives from Kroger, Wal-Mart and Food Lion. Two
of the three had representatives who participated in the Love to Grow
Advisory Council. It is the hope of the WV WIC Vendor Unit to expand
this relationship to a Vendor Advisory Committee. In FFY 2012,
communications directly to vendors through direct meetings, newsletters
and phone contacts continued but unfortunately yielded little or no interest.
Due to a lack of interest this goal has been closed.
I (F). VENDOR MANAGEMENT
GOAL:
Begin informing and educating vendors on the use of EBT and introducing
the contractors who will be requesting information from vendors on their
existing cash register and Point of Sale devices so the system can be
designed. We also will be discussing an EBT interface with our existing
State Agency Model contractor so the two software applications will be able
to work together.
METHODOLOGY: The West Virginia WIC Vendor Unit will begin informing retailers in July
of 2012 of the EBT process and how going to an EBT system will affect the
way WIC is accepted at the store level. This system will also provide hard
data on specific purchases of WIC foods and provide instantaneous WIC
food item pricing, thus enabling a more precise NTE across vendor peer
groups. We will continue to hold conference calls, issue bullets in the
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quarterly WIC‟r Basket, and site visits to ensure the vendors are aware of
the EBT system.
EVALUATION:
The West Virginia WIC Vendor Unit will assess the effectiveness of an
EBT system by conducting a pilot in one service region. This pilot is
scheduled for late summer, 2013 and will incorporate approximately 40
retailers of various sizes/peer groups. Once the pilot is complete,
adjustments to the system will be made to ensure an effective system to
reimburse vendors is in place.
STATUS:
The West Virginia WIC Vendor Unit began informing retailers of the EBT
process, and how an EBT system will affect the way WIC is accepted at the
store level. Meetings and conference calls were held in March and April,
2012 with 212 vendors participating. It is also noteworthy to mention a
separate conference call was held for the largest vendors in WV - Kroger,
Wal-Mart, and Food Lion - to explain the EBT system in regards to their
integrated delivery systems. We have continued to host conference calls,
issue bullets in the quarterly WIC‟r Basket, and complete site visits to
ensure the vendors are aware of the EBT system. The EBT project is
projected to go into pilot status in early 2013. This goal is ongoing for
FFY 2013.
II. (A). NUTRITION SERVICES
GOAL:
To empower families to build a healthy plate wherever they go.
METHODOLOGY: Provide WIC participants access to education, tools, information and
support for behavior change. Collaborate with like-minded, creative
partners with similar goals.
EVALUATION:
Local Agencies submit a Nutrition Education Plan for their agency. The
Plan is reviewed and approved by the State Nutrition Education
Coordinator. Progress is monitored by the State Nutrition Education
Coordinator. The West Virginia WIC Program will work with partners,
USDA, NWA to provide nutrition education materials, information, ideas,
and recipes to be distributed to WIC Participants.
STATUS:
Throughout FY 2011 and 2012, the revised Dietary Guidelines and My Plate
were presented during nutrition education opportunities in WIC clinics.
Implementation of the expanded WIC Food Packages (October 2009)
continue to present opportunities to reinforce nutrition messages.
Specifically in FY 2012, the WV WIC Program promoted the message of
becoming aware of the importance of choosing foods with lower sodium
content according to the recommendations of the Dietary Guidelines as well
as developed a handout on My Plate. In FY 2013 WV WIC will address
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obesity, portion sizes and eating healthy with the message “Build a
Healthy Plate Wherever You Go”. This goal is a new goal for 2013.
II. (B). NUTRITION SERVICES
GOAL:
Promote the nutrition message of becoming aware of the importance of
choosing foods with lower sodium content.
METHODOLOGY: Provide WIC participants access to education, tools, information and
support for behavior change. Local WIC clinics will utilize the nutrition
education materials developed by the state office during individual and
group counseling contacts. Bulletin boards and displays for the clinic and in
the community will promote a healthy breakfast message. The State Agency
will develop a nutrition topic tool including VENA-based, open discussion
questions as an additional resource for promoting the importance of
choosing foods with lower sodium content. Operational assistance funds
will be requested to support cooking demonstrations and taste testing during
these sessions.
EVALUATION:
Local Agencies submit a Nutrition Education Plan for their agency. The
Plan is reviewed and approved by State Nutrition Education Coordinator.
Progress is monitored by Nutrition Education Coordinator. The annual
Nutrition Education Plan and mid-year progress report will be reviewed to
determine if and how the methodology was implemented in local clinics.
STATUS:
The State Nutrition Education coordinator met with the local agency
Nutrition Liaisons to plan strategies and choices of supplemental nutrition
education materials to meet nutrition education goals. WV WIC staff
created a caring atmosphere and provided samples of delicious satisfying
food. Local Agency monitoring, and review of LA Nutrition Plans and
progress reports verified that State and LA goals were followed.
This goal is complete.
II. (C). NUTRITION SERVICES
GOAL:
WIC participants will develop an awareness of strategies to feed their
families on a budget.
METHODOLOGY: Provide WIC participants access to education, tools, information and
support during individual and group nutrition contacts for increased
awareness of appropriate feeding practices for infants and toddlers. The
State Agency will develop a nutrition topic tool including VENA-based,
open discussion questions as a resource for educating participants about
appropriate feeding practices for infants and toddlers. Bulletin boards and
displays for the clinic and in the community will offer information on
strategies to feed WIC families on a budget.
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EVALUATION:
Local Agencies submit a Nutrition Education Plan for their agency. The
Plan is reviewed and approved by State Nutrition Education Coordinator.
Progress is monitored by Nutrition Education Coordinator. The annual
Nutrition Education Plan and mid-year progress report will be reviewed to
determine if and how the methodology was implemented in local clinics.
STATUS:
The annual Nutrition Education Plan and mid-year progress report was
reviewed by the State Nutrition Education Coordinator to determine that
Nutritionists and Paraprofessionals educated participants on appropriate
feeding practices for infants and toddlers. A Nutrition topic Tool was
developed by the State Agency. Bulletin Boards and displays were
developed by the local agencies.
This goal is complete.
II.(D). NUTRITION SERVICES
GOAL:
To encourage families to try new foods.
METHODOLOGY: Provide WIC participants access to education, tools, information and
support for behavior change. Local WIC clinics will utilize the nutrition
education materials developed by the state office during individual and
group counseling contacts. Bulletin boards and displays for the clinic and in
the community will promote a message to try new foods. The State Agency
will develop a nutrition topic tool including a VENA-based, open discussion
questions as an additional resource for promoting the message to try new
foods. Operational Adjustment Funds will be requested to support cooking
demonstrations and taste testing during these sessions.
EVALUATION:
Local Agencies submit a Nutrition Education Plan for their agency. The
Plan is reviewed and approved by the State Nutrition Education
Coordinator. Progress is monitored by the State Nutrition Education
Coordinator. The annual Nutrition Education Plan and mid-year progress
report will be reviewed to determine if and how the methodology was
implemented in local clinics.
STATUS:
This is a new goal for 2013.
II. (E) NUTRITION SERVICES
GOAL:
Provide additional funds to local agencies that will allow breastfeeding peer
counselors to visit local hospitals and other health care providers in order to
assist the medical community in helping the mother to initiate and continue
to breastfeed longer.
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METHODOLOGY:
1. Provide additional funding from the State WIC Office to local agencies
specifically for breastfeeding peer counselors for increased peer counselor
services in hospitals.
2. Promote the importance of breastfeeding to health care professionals
targeting OB-GYN and Pediatric offices.
3. Provide training opportunities for the staff and peer counselors on updated
breastfeeding promotion, support, and management skills throughout the
year.
4. Provide breastfeeding counseling to participants with one-on-one contacts
and group class discussion.
5. Promote the importance of breastfeeding to the public through:
 World Breastfeeding Week (Month) activities in August
 Continue building the West Virginia Breastfeeding Alliance
(WVBA) state coalition
6. Visit WIC clients at the hospital after giving birth in a timely manner to
educate and support them while initiating breastfeeding and the importance
of exclusive breastfeeding.
EVALUATION:
The WV WIC program will measure rates of breastfeeding initiation and
duration among the WV WIC population using computer-generated reports.
STATUS:
Funds were provided for peer counselor hours for counseling, as well as
visits to birthing hospitals throughout the state on the average of two days
per week.
Initiation and duration reports are created routinely to share with Local
Agencies.
Hospital initiation rates among WIC & Non-WIC population were accessed
through the Center of Disease Control (CDC) Website.
State Breastfeeding Coalition is continuing to build membership with
additional WIC Peer Counselors.
Training on the new Loving Support Curriculum provided as well as
webinar presentation on „Boosting Low Milk Supply‟. The Certified
Lactation Specialist training will be held in October 2012.
This goal is ongoing and will be continued in 2013 to help increase
breastfeeding rates in the state as well as educating the community
about the importance of breastfeeding.
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III.(A).
INFORMATION SYSTEM
GOAL:
Develop and implement the business processes and associated technology to
provide Electronic Benefits Transfer (eWIC) issuance, redemption,
payment, and reconciliation services to distribute WIC food benefits in the
State of West Virginia.
METHODOLOGY:
1. During project execution the State Agency will work with the eWIC service
provider to implement the eWIC system.
2. Provide project management and contract administration throughout the
duration of the project.
3. Manage the transition from project implementation to operations.
EVALUATION:
The e-WIC service provider submits a Project Management Plan. The plan
is reviewed and approved by the eWIC Steering Committee and progress is
monitored by the eWIC Coordinator. The effectiveness of the EBT system
will also be assessed by conducting a pilot in one service region. This pilot
is scheduled for early 2013 and will incorporate approximately 40 retailers
of various sizes/peer groups. Once the pilot is complete, adjustments to the
system will be made to ensure an effective system to reimburse vendors is in
place. Statewide implementation of eWIC/EBT is scheduled for late
summer 2013.
STATUS:
The EBT project is still in the early design phase. Due to a delay in the
implementation of our new MIS application, we are attempting to pilot EBT
separately from Crossroads. This will entail supplying electronic benefit
distribution from our current clinic application (STORC) until such time
Crossroads integration for EBT becomes possible. With State Purchasing
approval, we hope to pilot STORC and EBT in early 2013. This goal is
ongoing for 2013.
IV.
ORGANIZATION AND MANAGEMENT
GOAL:
V.
GOAL:
VI.
GOAL:
No goals for FFY 2013
NUTRITION SERVICES AND ADMINISTRATION EXPENDITURES
No goals in FFY 2013.
FOOD FUNDS MANAGEMENT
No goals in FFY 2013.
VII (A). CASELOAD MANAGEMENT
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GOAL:
Implement the WV WIC Five-Year Outreach Plan of Building Relationships
(2012-2017)
METHODOLOGY: Review the state outreach plan each year with local agencies during
the directors‟ meetings in order to provide guidance for each local agency‟s
annual outreach plan and calendar of events.
The state has a strong social marketing campaign which has increased
community awareness of WIC benefits. Local WIC agencies will complete
a minimum of 102 hours of outreach each quarter of the fiscal year. The
state office will meet with administrators of other state agencies as well as
participate in committees and partnership iniatives to facilitate referral
agreements and coordination of services. Outreach tools including flyers
and pregnancy verification forms have been developed to specifically elicit
referrals from other programs and providers. Our gift card program,
providing new certified participants with a storybook, will be continued as a
way to measure referrals as well.
State agency will implement the plan action for the first goal/objective
outlined in the five year outreach plan. This action plan is outlined on page
13.
EVALUATION:
Evaluation will be completed after the end of the fiscal year by reviewing
agency outreach plans and reports as well as the number of written formal or
verbal agreements the state agency develops that foster referrals and
collaboration, or permit the sharing of participant information, with other
programs/providers. The state agency will determine if the number of
referrals has increased from other programs/providers by use of the coupon
flyers, gift cards and verification of pregnancy referrals as documented in
each local agency annual outreach documentation/plan/evaluation. Local
WIC Agencies will have reliable, accurate data regarding potentially eligible
populations, caseload demographics and underserved areas.
STATUS:
This goal is new for FY 2013.
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WV WIC Five Year Plan
Outreach Plan (2012-2017)
Building Relationships
1.0 Executive Summary
By focusing on its strengths, its communities, and the women, infants and children that need them,
the West Virginia WIC Program will grow caseload by building and enhancing relationships with
potential participants, existing participants and referral sources.
This outreach and special projects development plan leads the way. It renews our vision and
strategic focus: adding value to our caseload management, networking, and delivery system
efficiencies. It also provides the step-by-step plan for marketing the WIC Program, maintaining
community awareness, maintaining participation, and addressing misconceptions and barriers to
participation.
In addition, to accomplish our objectives, our keys to success over the next five years are:

Develop organizational management that supports stable, ongoing marketing and public
relations;

Implement a structured approach to planning and managing caseload;

Establish organization credibility by affiliation with a diverse set of referral sources.
Funding of WIC Programs from The United States Department of Agriculture is directly tied to
caseload. In addition, the federal government‟s intent is that states strive to serve all eligible
participants. This indicates that we need an outreach development program that is a strategic
approach to building caseload using all of the resources we have to make it successful.
We currently depend on outreach coordinators as our main way to develop the caseload. As we
change strategies, however, we need to change the way we approach marketing opportunities. We
will be refocusing on our core message of improved health outcomes geared toward our target
audience and referral sources. We need to create a sense of urgency grounded both in emotion and
reason, not just reiterating the eligibility and benefit package.
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The projected outreach development plan summarizes our ambitious implementation over the next
five years. We want to enable the state WIC staff to work collaboratively with local WIC directors
to narrow the gap between the number of eligible clients in each county and the number of clients
who actually participate in the program. It should be noted a critical element of narrowing this gap
is ensuring that all counties throughout the state have the opportunity to increase their areas‟
participation in an equitable way.
2.0 Goals, Objectives & Plan of Action
Goal 1: Improve caseload planning and management.
Objective 1.A. Increase understanding of the estimated number of eligible clients in the
state.
Objective 1.B. Identify the number and type of clients participating in the program in each
county.
Objective 1.C. Measure each county‟s program participation in relation to the estimated
number of eligible clients.
Objective 1.D. Identify areas of the state that are currently underserved, i.e., where
participation rates compared to estimated eligible clients fall below the average percentage
for similar counties and for the state as a whole.
Objective 1.E. Project areas of the state where the number of estimated eligible clients is
increasing.
Objective 1.F. Refine the methodology and tools the state WIC office uses to conduct
ongoing caseload distribution and monitoring.
Objective 1.G. Provide local WIC directors with a tool they can use to manage caseload
within their own geographic area.
Plan of Action:
1. Meet with state WIC staff to learn more about the current process for
managing caseload;
2. Identify problems with the current caseload management approaches (i.e.
lack of data);
3. Articulate the goals the new approach should accomplish;
4. Research the methodology a number of other states use to calculate
caseload distribution and review recent reports and findings describing the
national issues in caseload distribution and projection; and
5. Develop caseload estimation methodology to be used in conjunction with
a historical look at participation and a realistic examination of service
provider capacity in consideration of caseload distribution.
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Goal 2: Consolidate and streamline existing WIC delivery systems to maintain and expand access
while increasing program efficiencies.
Objective 2.A. Develop a value stream map for each clinic to show the current WIC
process with triangles indicating wait times for the participants.
Objective 2.B. Pilot open access appointment system with some pre-book appointments.
Objective 2.C. Pilot alternative options in service delivery (i.e. allow walk-ins for new
participants, classes no longer have to be scheduled, develop criteria for scheduling
appointments or maximize online education options).
Objective 2.D. Encourage the establishment of WIC clinics in non-traditional settings, colocating clinics with other health care providers and social service agencies.
Plan of Action:
1. Identify potential pilot sites and external collaborators for each objective;
2. Validate and create pilot procedures and evaluation measures with faceto-face meeting with pilot sites;
3. Create a scenario for goal caseload using staff and participant satisfaction
to leverage continued growth;
4. Develop desired public awareness/pilot kickoff event;
5. Evaluate results of each pilot project and make long-term modifications
as appropriate;
6. Research grants which provide program development funds (for
implementing efficiencies and expanding access);
7. Draft basic proposal, utilizing pilot project results, to be used as a
template for all requests; and
8. Determine timeline for submitting requests.
Goal 3: Offer nutritional information sessions, breastfeeding support, obesity prevention
strategies, and physical activity promotion for a cross-marketing campaign and professional
networking with referral sources.
Objective 3.A. Volunteer to speak to any referral source on a nutrition topic, obesity
prevention strategy or physical activity promotion of interest to them.
Objective 3.B. Write useful and insightful articles on nutrition or health topics relevant to
the WIC target audience, and publish or disburse these articles anywhere possible; contact
editors of local print or online publications to offer to write a column at no charge; write
useful press releases and syndicate them using PRWeb (an online distributor of press
releases to create buzz, increase online visibility and drive website traffic).
Objective 3.C. Respond constructively to every positive or negative comment any referral
source makes. Settle disputes quickly.
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Plan of Action: 1. Provide media and public speaking training to identified staff
2. Develop a media calendar for every local publication statewide with publication
editor contact information.
3. Write articles and or press releases at least quarterly.
4. Develop one PowerPoint presentation for each topic (nutrition, breastfeeding,
obesity prevention and physical activity) annually for use by local agencies.
Goal 4: Create consistent customer experience and clinic services to improve retention of
participants.
Objective 4.A. Ensure policy and procedure support answering the telephone every time it
rings; Hire an answering service to take messages when in session or otherwise
unavailable.
Objective 4.B. Remind participants of upcoming appointments via phone call, text
message and email message.
Objective 4.C. Make each clinic look professional and feel comfortable with consideration
of providing coffee, tea, or water, free Wi-Fi in the waiting room, use of iPads in the
waiting room, more than a dozen magazine subscriptions, and a universal cell phone
charger to recharge their cell phones.
Objective 4.D. Start appointments/classes on time – or early.
Objective 4.E. Recruit persons to evaluate program brochures, business cards, website,
office space and everything else to tell what can be improved. Make those changes.
Goal 5: Implement consistent marketing and advertising.
Objective 5.A. Ensure the website is full of useful information.
Objective 5.B. Get listed on Google Places, Yelp, Citysearch, Insider Pages, DMOZ and
other quality online directories.
Objective 5.C. Join Twitter. Interact with and provide value to other users.
Objective 5.D. Create a Facebook business page. Post quality content on a regular basis
(i.e. articles written and published).
Objective 5.E. Create a monthly e-mail newsletter that provides quality content people will
want to read. Use a service such as Constant Contact or Mail Chimp to syndicate the
newsletter.
Objective 5.F. Buy advertising, and measure your return on investment; Buy print ads in a
local publication - advertise for a minimum of six months in a monthly publication or eight
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weeks in a weekly publication; Buy radio advertising; Try online advertising via Google,
Bing/Yahoo or Facebook.
3.0 Outcomes








Increase the understanding and involvement of all staff in the outreach and marketing
process.
Build ongoing relationships with at least three referral sources in each geographic area that
can be sustained by a combination of staff rather than one person.
Structured approach to outreach with a diverse set of goals creating the foundation of a
diversified caseload with good management.
Secure financial sustainability allowing for special projects.
Significant increase in the number clients maintaining participation for a healthy caseload
profile.
Established organization credibility because of affiliation with a diverse set of referral
sources.
Organizational management that supports stable, ongoing maintenance and expansion of
access while increasing program efficiencies.
Enhanced database of participants, prospects and referral sources that can be used as a
relationship-building tool; Use it to send information to stay fresh and current in their minds.
4.0 Conclusion
We‟ve got to stop thinking of outreach as something we do once in a while. Instead, we need to
think all the time about growing caseload. And we probably need to stop thinking of outreach as a
concept to internalize a different mindset: The way to grow caseload is to constantly build and
enhance relationships with potential participants, existing participants and referral sources. The
smart way to build and enhance those relationships is by sharing useful subject-matter information
and your expertise.
We must take care of our current participants and staff. They are the people who will become our
best source of marketing. This can be done by devising special promotions for them, giving them
referral gifts or acknowledgement, and thanking them whenever we can. We can develop
relationships with our current participants and staff by sending holiday greetings, and keeping in
touch to show we care.
We must build a network of referral sources that we visit on a regular basis. Longevity helps to
build trust. People want to do business with people they know and trust. In addition, WIC is
intended to be an adjunct to health care rather than a self-contained program. Accordingly, if we
give 100 percent all the time then participants and referral sources will recognize, appreciate and
reward hard work with more business and better referrals.
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VIII (A). CERTIFICATION, ELIGIBILITY AND COORDINATION OF SERVICES
GOAL:
Continue to build a recruitment and retention network for the promotion and
growth of the WIC Program.
METHODOLOGY: Review the state outreach plan each year with local agencies during
the directors‟ meetings in order to provide guidance for each local agency‟s
annual outreach plan and calendar of events.
The state has a strong social marketing campaign which has increased
community awareness of WIC benefits over the years. Beginning in FY
2012, the WV WIC Program will begin a campaign to focus on the benefits
of the WIC program. We will continue to fund 10 local community
marketing coordinators to complete a minimum of 350 hours of outreach
each quarter of the fiscal year. We want to change the mindset of the
general public and potential participants that WIC is not just a place to
receive food vouchers. We are an agency that provides other valuable
benefits to and for a healthy family. We plan on using traditional media to
promote our message of “Healthy foods, Healthy families”. Outreach tools
available to promote our efforts include brochures, flyers, posters and
pregnancy verification forms. Our gift card program, providing newly
certified participants with a storybook, will also be continued as a way to
measure referrals from other programs.
In addition, with West Virginia moving toward the implementation of
Electronic Benefit Transfer (EBT), we will start introducing the new
program to our public, participants, vendors and partners. We believe the
use of the community marketing coordinators will play an important role in
this introduction and education.
The State Agency will seek Operational Assistance Funds for community
marketing coordinators to conduct public, vendor, and participant education
regarding EBT.
EVALUATION:
Evaluation will be completed after the end of each month by reviewing
agency outreach reports as well as the number of new certified participants.
The state agency will determine if the number of referrals has increased
from other programs/providers by use of the coupon flyers, gift cards and
verification of pregnancy referrals as documented in each local agency
annual outreach documentation/plan/evaluation.
STATUS:
Local agencies have continued to implement an annual outreach plan and
calendar of events. We have funded 10 local community marketing
coordinators to complete a minimum of 350 hours of outreach each quarter
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of the fiscal year. We have provided education to vendors and partners
concerning EBT, specifically introduction to the contractor and overview of
the project implementation plan. During FFY 2012, the State Agency has
focused on implementing infrastructure necessary for EBT interface with the
existing computer data system (STORC). Participant and public education
will occur following EBT pilot and testing periods. Pilot site participant
education is projected for January 2013 with statewide participant and
public awareness beginning in summer 2013. This goal is ongoing in
relation to EBT awareness and education with referral sources,
participants, vendors and public.
IX.
FOOD DELIVERY/FOOD INSTRUMENT (FI) ACCOUNTABILITY AND
CONTROL
GOAL:
X.
No goals in FFY 2013.
MONITORING AND AUDITS
GOAL:
Monitor Local Agency (LA) Externally & Internally using the
revised LA Monitoring Tools for WV WIC State Program.
METHODOLOGY:
State office monitors will use current Federal and State policy and
procedures, along with the revised Monitoring Tools to review and
evaluate designated WV WIC LA Agencies.
EVALUATION:
Monitoring will provide opportunity to establish compliance with
Federal & State regulations. Informal interviewing with LA
Directors will be used to discuss identified LA needs after
assessment. Evaluation will provide opportunity to review
alternative methods to enhance any area discovered during
monitoring in need of revising.
STATUS:
The program is currently conducting Technical Assistance reviews
using a somewhat abbreviated monitoring tool during the transition
from STORC to Crossroads.
The two LA External Monitoring Tools for WV WIC State Program
have been approved by MARO, placed into the Policy and Procedure
Manual, and are in use in the field. During FY 2012 four Local
Agencies were monitored at seven clinic sites using the recently
approved Technical Assistance Monitoring Tools. The remaining
four local agencies in West Virginia will be monitored during FY
2013. Completing scheduled monitoring visits in FFY 2013
remains an ongoing goal to ensure program integrity.
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XI.
CIVIL RIGHTS
GOAL:
Enforce Local Agency and State Agency observance of FNS regulations
related training, reporting, public notification, data collection, and all other
aspects of FNS 113-1 in West Virginia.
METHODOLOGY: All Local Agencies and State Agency staff will document required training.
All complaints acknowledged and addressed within required time frame.
EVALUATION:
State Agency will continue to have a named Civil Rights Liaison to MARO
and the Local Agencies for technical assistance and to track required staff
training.
STATUS:
Training and technical assistance will continue as required by FNS and
MARO regulations. This goal is ongoing to ensure compliance and
training each year.
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