Partnering with Your Marketing Department to …...Partnering with Your Marketing Department to...
Transcript of Partnering with Your Marketing Department to …...Partnering with Your Marketing Department to...
Partnering with Your Marketing Department to Promote and Recruit Volunteers
Introduction
• Jill M. Corrales, Volunteer Services Manager, Scripps Memorial Hospital La Jolla
• Lisa Ohmstede, APR, Public Relations Manager, Scripps Health, San Diego, California
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Four (4) hospitals on five (5) campuses
Hospital Locations
Four Hospitals Five Hospital Campuses
26 Outpatient Centers
Scripps Today …
Two of San Diego’s five adult trauma centers. 26 outpatient centers. 1,411 total licensed acute care beds. 157 medical residents and fellows. 2.3 million patient visits annually. 14,000+ employees and 2,600 physicians. 1,500 volunteers!
By the Numbers
Scripps Awards of Excellence
Scripps Volunteer Program
Your Volunteer Program Today
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Impact of Health Care Reform
• Recruit more volunteers
• Increase in volunteer roles
• Less resources
• Competitive environment
• Patient-centered healthcare
Benefits of Marketing
Why do you want to market your program?
• Recruit more volunteers
• Promote your program to the community
• Promote your program to your hospital
• Spotlight special programs and volunteers.
• Recognition and appreciation
Benefits of Marketing
Why does the MarCom Department want to market your program?
• Community interest stories
• Hospital exposure
• Maintain consistency & branding
Benefits of Marketing
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Partnering with MarCom
Who are they?
• Marketing
• Public Relations / Media Relations
• Community Relations
• Corporate Communications / Internal Communications
• Web
• Social Media
The reality of the MarCom staff
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Partnering with MarCom
Schedule a Meeting & Come Prepared
• Perform a communications audit
• Year calendar highlighting specific programs
• Discuss selling points about your volunteer program (pet therapy, junior volunteers, etc.)
• Explain how volunteers can support voter advocacy
• Demonstrate the financial value of volunteers
• Highlight specific volunteers who have a special story
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Partnering with MarCom
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Overview
•Marketing
•Public Relations
•Internal Communications
•Web / Social Media
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Marketing Materials Brochures
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Marketing Materials
Advertisements
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Marketing Materials • Information Tables
• Banners
• Promotional items
• Mailings
Public Relations
•Press releases
•Calendar items
•Media advisories
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Public Relations
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Marketing Communications
Internal Communications • Newsletters
‾ Staff ‾ Volunteers ‾ Physicians
• Emails
• Intranet
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Web / Social Media Hospital Website
Community Relations
Community Outreach • Invite the community to your hospital events:
- Sculpture Park tours - Garden Tours - Knitting & Rosary Making classes - Open Houses & Information tables
• Attend community fairs to promote your volunteer program. Community Partnerships • American Red Cross • Meals on Wheels • Boy Scout of America Exploring Post • Employment and community options • La Jolla Historical Society
Community Relations
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Internal Promotion
• Newsletter
• Festivities
• Contests
• Photo Frame
• Seasonal Themes
Internal Promotion
• Special Recognition
Internal Communications
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Invitations & Flyers
In Closing
“Volunteers may not work for money, but they don’t work for free.”
– Susan Vandendriesse
Additional Resources
•Ragan Communications – ragan.com
•Society for Healthcare Strategy & Market Development -- shsmd.org
•Public Relations Society of America – prsa.org
•International Association of Business Communication – iabc.com
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A Day in the Life of a Scripps Volunteer
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Questions?
Jill Corrales [email protected] 858-626-6870 Lisa Ohmstede [email protected] 858-626-7142 THANK YOU!