CKF-IN Marketing Committee Meeting Minutes
January 15, 2010
Attending: Lisa Adediran, Cheree Cox, Lisa Duda, Hollie Flores, Sondra Gardetto, Becky
Kennedy, Cara Logan, Jon Mills, Monica Morey, David Roos, Jamesey Thomas, Marci Toler
I. Minutes from the October 2 meeting were accepted as submitted. The meeting agenda
was re-arranged to accommodate schedule changes for some committee members.
II. Indiana School Health Network: At the December meeting, the CKF-IN Board of
Directors passed a resolution to divide the Schools & Early Childhood committee into two
separate committees to provide more focus and direction for each component. The
Schools committee will have oversight responsibility for the Indiana School Health
Network. The Schools committee would like to see more information provided to the
Local Coalitions about the Network and the opportunities available to help promote
school health initiatives to local coalition partners. Becky Kennedy, program coordinator
for the Coordinated School Health Program component of the Network, along with
Sondra, is available to present information to the local coalitions. There is also a
possibility that Becky’s position will be extended and expanded in the next year. Becky
has been invited to participate on the next Local Directors conference call, February 2 ,
to share more information about her work and membership opportunities/benefits of the
Indiana School Health Network. To help broaden the awareness and promotion of the
Network, as well as to strengthen school partnerships, local directors are asked to
schedule a time for Becky and/or Sondra to present information to their school
health partners at a future local coalition meeting.
Sondra also shared that the Network has launched its own website in November in time
for the Indiana Association of School Nurses conference. She provided an overview of
resources available on the website.
III. Hospital Handbook/Service Product Line: The Health Coverage Handbook: Hospital
Edition was officially launched through a collaborative webinar event with the Indiana
Hospital Association for its members. A few orders have been received as a result of the
webinar. A similar webinar was also held for the Indiana Rural Health Association
members and was another opportunity to promote the handbook.
In addition, local coalition directors previously received a copy of the handbook to share
with their hospital partners. Marci asked for feedback from the local directors from their
hospital partners. Cheree mentioned that since Ball Memorial was already involved in the
development of the handbook, she did not show it to them. Marci stated that Ball
Memorial received a complimentary copy in appreciation for their contributions to this
project. Cheree did share the handbook with Tina Thornburg of Randolph County
Hospital, located south of Muncie but has not received any feedback. Marci and Cheree
will follow-up with Tina. Other local directors have not yet shared the handbook with their
hospital partners. The local directors are also encouraged to invite Marci to a future
coalition meeting or a special meeting with the local coalition’s hospital partners to
present the handbook and the benefits it brings to their organization and the
One opportunity to further promote the handbook is through the use of a “direct mail”
marketing campaign. Jon Mills shared information about “Mail Chimp”, an online direct
mail service that is very economical and effective strategy to reach targeted audiences.
This type of service will do a better job of promoting CKF-IN expertise and its initiatives
and resources. The marketing committee acknowledges the limited budget and staff
resources available to do major marketing activities. Jon emphasized that it’s important to
reach people more than once. It usually takes three or four messages before a person
will respond to a marketing approach. Hollie mentioned that another resource for direct
mail service is “Constant Contact”. Marci will continue to explore these options to
help promote the handbook. Sondra mentioned that these might also be viable
resources to help promote the Indiana School Health Network.
In addition to these ideas, CKF-IN will be participating in various conferences and
exhibits this year, including the IRHA Public Policy Forum in January, the IRHA Annual
Meeting in June (a co-presentation with the Indiana School Health Network), and the
Indiana Perinatal Forum in March.
IV. Other Marketing Strategies: The committee discussed opportunities to learn more about
“Social Marketing/Social Media” for Health Promotion. While some social media
messages are targeted to promote a change in the audience’s behavior, others help to
promote messages. Several committee members expressed a desire to learn more about
this marketing concept. It was suggested to pull together a panel for a special
presentation and to invite all CKF-IN partners. Jon Mills, Jamesey Thomas, Becky
Kennedy, Lisa Duda agreed to help in planning this special presentation as they
have ideas for potential panelists. Cheree mentioned Lori Sammons-Mathis might also
have some information and insight to share from a workshop she recently attended.
Suggestions for panelists included Michael Reynolds from SpinWeb; someone from Ball
State University; and Lisa Duda may also have someone from the Indianapolis area.
Committee members felt that having something during the first quarter of the year would
be most beneficial for the attendees. Sondra will convene the planning group to begin
developing the details for this special presentation.
V. 2010 Marketing Plans:
a. Committee Work Plan Activities: The 2010 committee work plan draft was
reviewed by the committee with no changes suggested at this time.
b. Promoting Collaborative Planning: Lisa Duda shared that during these very
difficult economic times for agencies and organizations to do effective marketing
activities, she emphasized the need for the local coalitions and partners to work
together in coordinating community events and marketing strategies – especially
at the local level. She encouraged the local directors to bring their partners
together and develop a plan to collectively approach potential funders for support
of either in-kind or financial resources. Potential partners like the local Minority
Health Coalitions, FQHC clinics, and county health departments or other health
partners might be approached to collaborate on a “community-wide marketing
campaign” to pull resources together. This is also a way of making more effective
use of outreach events being planned throughout the community.
c. 2010 Marketing Budgets: David mentioned that budget revisions from last year
resulted in local coalitions having less to spend on their marketing activities. The
CKF-IN Finance committee has been discussing these financial issues and David
will be talking with each local coalition about their 2010 budget plans and their
plans to raise donations. David also said that with the announcement of the new
“Request for Services” for Hoosier Healthwise/HIP vendors, there might be
opportunities for local coalitions to build new partnerships and leverage
resources. In addition to Anthem, MDwise and Managed Health Services, other
vendors interested in the applying for the RFS included United Health Care and
Schaller-Anderson. This is something that CKF-IN will be watching very closely.
Additionally, David shared that through Health & Hospital Corporation, CKF-IN
may be able to tap into the enhanced Medicaid Administrative claiming rate for
reimbursement of outreach and enrollment activities. These details are still being
worked out but will benefit the local coalitions and the statewide outreach efforts.
To effectively take advantage of this opportunity, the Marketing committee
will want to look at implementing marketing strategies at the statewide
level that can directly benefit the local coalitions, i.e. statewide brochure
and promotional items. Lisa Duda emphasized that if the 2010 budgets for the
local coalitions do not have significant funds for marketing, the local coalitions
still need to plan ideas and activities and bring these to the statewide committee
and CKF-IN staff to help seek potential funding and other venues to conduct
these important outreach and enrollment activities.
d. Personal Testimonials: Personal testimonials are still needed from most of
the coalitions. Cheree provided several at the meeting. She also shared some
suggestions to revise the testimonial form: include check box to identify
HHW/HIP program recipient, a “release to use photo”, “release to be interviewed
for the video testimonial project and provide contact information” and “willingness
to participate in state and/or national press conferences or teleconferences.” Lisa
Duda will also send Sondra a “hold harmless” clause that should be added to the
form. Sondra will incorporate these revisions and send the testimonial form
back out to the Marketing committee for further suggestions/revisions.
e. 2009 Annual Report: Local Coalition highlights are needed for inclusion in
the annual report. Sondra reminded the local directors that these need to be
updated on the website, as well. In addition, personal testimonials will be used
throughout the annual report. This report will also feature the 10-year celebration
of CKF efforts in Indiana. Three of our local directors have been involved during
the entire period – Pam Humes (Central Indiana), Lisa Adediran (Lake Co.) and
Cheree Cox (Delaware Co.). The committee suggested interviewing them as a
feature in the annual report about their experiences and the differences made
throughout the years. Sondra asked for a few volunteers to help plan the scope
of the annual report. Scott, Marci, Cheree, Pam and Lisa Adediran will assist
in the planning process. Lisa Duda offered her assistance to edit the drafts.
Cheree said that Lori might also be willing to review for editing purposes.
Sondra will schedule a quick planning call with the others to lay out a
timeline for completing this report. It was discussed that this report does not
need to be as detailed as the last two annual reports. This will help in decreasing
the length and make it more possible to meet the March board meeting target
VI. 2009 Annual Meeting Review: The 2009 Annual Meeting & Program Luncheon was very
successful. Over 200 people attended the event. The event came in under budget thanks
to the support of our sponsors and the efforts to minimize costs. Evaluation comments
were extremely favorable – everyone enjoyed the meal, location and especially enjoyed
the panel speakers and interactive dialogue. A tentative hold has been placed on the
Marten House for the 2010 Annual meeting. Planning for this event will begin to take
place in the next quarter.
VII. Next Meeting: Conference Call on Friday, February 19 from 1:00 – 2:00 pm ET.