Human Capital Portfolio

Meet Your RWJF Human Capital Communications Collaborative April 28, 2010

Prepared by Linda Wright Moore, Robert Wood Johnson Foundation

With support from McKinney & Associates, GYMR Public Relations, PR Solutions, IQ Solutions and Forum One Communications

TODAY’S AGENDA

WelcomeLinda Wright Moore, RWJF

Click on to RWJF.orgLisa Lederer, PR Solutions, Inc.

Promoting Your Program with RWJFLeaders.orgBarrett Whitener, IQ Solutions andAndrew Cohen, Forum One Communications

Introducing our HC Message PlatformGwen McKinney, McKinney & Associates

Honing Your Elevator SpeechKaren Waller, GYMR

Coming AttractionsAndrew Cohen, Forum One Communications

Q&A/Wrap-UpLinda Wright Moore, RWJF

Click on to RWJF.org

Lisa LedererPR Solutions, Inc.

www.RWJF.org

Building Human Capital

Example: Human Capital Profile

Example: Web Launch Story

Click on to RWJF.org

Example: New & Noteworthy Story

Example: New & Noteworthy Story

Example: Feature Story

Example: New Cohort Story

Example: Human Capital Podcast

Example: Story Based on Research/Journal Article

Follow the Human Capital Twitter Feed

The Human Capital Website is another tool to promote your accomplishments and introduce your work to a broader audience.

Types of stories include:

• Profiles

• News Stories

• Appointments

• Journal Articles

Click on to RWJF.org

To submit a story idea, email:

Lisa Lederer at lisa@prsolutionsdc.com

**Email subject line: RWJF Story Idea

For example:

“RWJF Story Idea, Scholar research featured in journal”

“RWJF Story Idea, June Conference bringing together national leaders”

http://rwjf.org/humancapital/

Click on to RWJF.org

Maximizing the Value of RWJFLeaders.org for Your Program

Barrett Whitener & Andrew CohenIQ Solutions Forum One Communications

What is RWJFLeaders.org?

• A unified resource for exploring Human Capital programs.

• A marketing tool to increase the number and diversity of applicants to the national programs

Programs and Scholars

Key Feature: Find the Program That’s Right for You…

Programs

Program description, eligibility requirements, news & events

Scholars

Each featured scholar page contains biography and testimonial

Q&A

• Site Users can send questions or comments

• All questions will get routed to the appropriate program

RWJFLeaders.org

Maximize the Value of

RWJFLeaders.org

for Your Program

RWJFLeaders.org

• Promote during annual meeting

RWJFLeaders.org

• Promote during annual meeting

Postcards

RWJFLeaders.org Postcard

RWJFLeaders.org Postcard

RWJFLeaders.org

• Promote during annual meeting

Postcards

Remarks

RWJFLeaders.org

• Promote during annual meeting

Postcards

Remarks

• Post site description/link…

RWJFLeaders.org

• Promote during annual meeting

Postcards

Remarks

• Post site description/link…

In listserv announcements

RWJFLeaders.org

• Promote during annual meeting

Postcards

Remarks

• Post site description/link…

In listserv announcements

On Facebook, LinkedIn pages

RWJFLeaders.org

• Promote during annual meeting

Postcards

Remarks

• Post site description/link…

In listserv announcements

On Facebook, LinkedIn pages

• Place badge on program Web site

Placing a Badge on Your Web Site

RWJFLeaders.org

For more information, please contact us:

RWJFLeaders@iqsolutions.com

Introducing Our Human CapitalMessage Platform

Gwen McKinneyMcKinney & Associates

Diversity Marketing Outreach Campaign

Building the Human Capital Message Platform

A Diverse Portfolio

NursingPipeline

Scholars and Fellows

Leadership Policy

Frontline Workers

Diversity

seemingly disconnected efforts…

From separate threads,

…can be transformed

into a well-woven tapestry.

Messaging Concept #1

Portfolio’s mission:

In a time of change for America’s health care system, we believe the future of our nation’s health depends on investment in innovative, diverse and inspired people who contribute to improved health and health care for everyone. The RWJF Human Capital Portfolio invests today in the people who will shape health and health care research, policy and delivery for years to come.

Messaging Concept #2

Portfolio’s mission:

People are at the center of all advances in America’s health care system. Advances come not only from innovations and new technology, but also from investment in people – those who shape, research and deliver improved health and health care for everyone. That’s why the RWJF Human Capital Portfolio seeks out people whose work advances health and health care, identifies those with the potential to transform our health care system, and provides them the support to realize their promise.

November 18, 2008

Coming Soon…

• Message Primer

• Message training for NPOs

Honing Your Elevator Speech

Karen WallerGYMR

• Brief, persuasive remarks about what you and/or your organization does

• 30 seconds to 2 minutes in duration (about the span of an elevator ride)

What Is an Elevator Speech?

• To take advantage of brief, informal opportunities to tell others about your programs

• To help you hone your messages to what’s most important

• To engage and interest others as the first step in a deeper dialog

Why Do You Need One?

• Must be relevant to audience: Why should I care?

• Focus on solving a problem, benefits you bring, or goal you accomplish

• Headlines, not narrative

• Clear, concise, compelling, passionate and persuasive

• Cut the jargon

What’s in a Good Elevator Speech?

• Advances in health care don’t only come from new technology, they also come from people.

• We need to invest in the people who provide that care in order to improve health and health care for everybody.

• The programs in the Human Capital portfolio of the Robert Wood Johnson Foundation invest in inspired, innovative, diverse people to help find solutions to the challenges facing health care.

• Some of our programs focus on solutions to nursing and other health work force shortages.

• Other programs support scholarly research in health policy, and some provide leadership training.

(continued)

Human Capital’s Elevator Speech

• Many of our programs bring people together to collaborate across different disciplines.

• There are a broad range of programs under the Human Capital portfolio, but they all have two things in common:

­ We invest in people with terrific ideas on how to transform our health care system, and

­ We’re committed to bringing people from diverse backgrounds into health care. We need to attract the best and brightest from all backgrounds, and we need people who reflect our increasingly diverse nation.

Oh, this is my floor! Nice talking to you. Here’s my card; please give me a call…”

Human Capital’s Elevator Speech

Our volunteers:

• Jennifer Fuller, Northwest Health Foundation (Partners Investing in Nursing’s Future)

• Rene Almeling, Yale University(Scholars in Health Policy Research)

Now Let’s Practice

• Should sound “conversational,” not “written”

• Tie into RWJF and Human Capital

• Practice and memorize!

Other Important Elements

Coming Attractions:Human Capital Grantee Extranet

Andrew CohenForum One Communications

Human Capital Grantee Extranet

Objectives

• Establish a place for the Foundation to provide news and information on current Human Capital projects in development

• Create an environment for grantees and NPOs to connect with one another to exchange knowledge, share experiences and provide peer to peer learning

Human Capital Grantee Extranet

Key Functionality

• A forum for discussions

• A repository of resources and knowledge

• Professional networking tools

• Subgroups focused on specific topics

Human Capital Grantee Extranet

Progress and next steps

• User needs analysis

• Community strategy and planning

• Platform recommendation (Jive)

• Implementation

• Growth and Management

Questions & Answers

Linda Wright MooreRobert Wood Johnson Foundation

Successfully Speaking:How to Prepare Your Best-Ever Presentation

Next Wednesday Webinar…

1:00 – 2:30pm

Coming on May 26th…

Wrap-Up

Presented By:IQ Solutions