REPORT TO WESTERN MAINE COMMUNITY ACTION

REPORT TO

WESTERN MAINE COMMUNITY ACTION

EVALUATION OF WESTERN MAINE COMMUNITY ACTION PROGRAMS

November 2007

PREPARED BY

Background and Objectives

WMCA’s stated objectives in conducting this research are to:

1. Execute a comprehensive survey / review of the quality, accessibility, and need for the services provided to current service recipients in the tri-county area. This review should include inquiries, as well, as to the services not provided but needed by agency clients.

2. Develop recommendations arising from the review that will assist the agency in improved implementation and delivery of services and ways by which communications between the agency and its client can be improved.

3. Establish a baseline of statistical information on the organization, its services, program accessibility, community needs, trends, etc.

Background and Objectives

Methodology• Pan Atlantic SMS Group used a three-

tiered approach to achieving the project objectives outlined earlier (see chart below):

– Initial strategic planning and project definition with WMCA

– Market research – three phases

– Strategic planning at the conclusion of research

Methodology

Initial Project Planning with WMCA

Client Focus Groups

Quantitative Telephone Research

Expert Strategic

Interviews

Final Strategic Planning with WMCA

Strategy / Implementation Recommendations Development

PROJECT FLOWCHART

MethodologyQuantitative Telephone Research

Population (000’s)

Sample Size*

Additional Sampling

Total n by County

Androscoggin County 104 330 --- 330

Franklin County 29 96 104 200

Oxford County 55 174 27 201

Total 188 600 131 731

Sampling:

• The core reporting contained in this report is on the base sample of n = 600 clients. Data is also provided (see cross tabulations, bound separately) on the results obtained for the larger samples in each county, for comparative purposes.

Methodology

• The total results of this study command statistical validity to the 95 percent confidence interval level with a margin of error of plus or minus 3.9 percent. In other words, if the study were to be replicated, 95 times out of 100 the results would be within 3.9 percentage points of the results achieved for the current survey.

• Because respondents were asked only to answer questions about programs in which they participate or have participated, the sample sizes pertaining to each individual program are smaller than those for the full sample. The margins of error for specific sub-samples are significantly higher.

Have you participated in or used _____ over the

past five years? Are you aware of ____?

• As displayed in the chart on the following slide, the majority of respondents are aware of the CareerCenter (86.2%), Tri-County Health Services (72.2%), the WIC program (79.8%), and the LIHEAP program (72.2%). However, only 22.0% of respondents are aware of the Volunteerism program.

Quantitative Telephone ResearchAwareness of and Participation in Select WMCA Programs


N=600Have

participated

Have not participated, but are aware

of program

Have not participated, and are not

aware of program

Total awareness

(participated and aware of)

The CareerCenter 50.8% 35.3% 13.8% 86.2%

Tri-County Health Services

31.2% 41.0% 27.8% 72.2%

The WIC Program 39.5% 40.3% 20.2% 79.8%

The Volunteerism Program

2.7% 19.3% 78.0% 22.0%

The LIHEAP Program*

24.7% 47.4% 27.8% 72.2%

* Note: This question was asked only of respondents living in Franklin County (N=57).


How did you find out about the CareerCenter?

Source of Awareness of the CareerCenter

Top Answers N=305

Word-of-mouth (family, friends) 31.5%

Referral from another agency 23.6%

Life circumstances 11.5%

Educational setting 6.2%

Common knowledge 6.2%

Saw office in passing 5.2%

Advertisement in newspaper 3.3%

Employer / Employment 3.3%

Don’t know 9.5%

• Of the 305 respondents who use or have used the CareerCenter’s services, approximately one third (31.5%) found out about the CareerCenter by “word-of-mouth (family, friends).” Other top answers provided by respondents include: “referral from another agency” (23.6%) and “life circumstances” (11.5%).

Quantitative Telephone ResearchSource of Awareness of the CareerCenter


Do you know what organization or organizations sponsor the CareerCenter?

Awareness of the Sponsoring Organization of the CareerCenter Programs

Top Answers N=305

State government 3.9%

Maine Department of Labor (MDOL) 2.6%

Unemployment 2.3%

Western Maine Community Action (WMCA) 1.6%

Don’t know 84.9%

None – the CareerCenter is independent 1.6%

• The majority (84.9%) of the 305 respondents who use or have used the CareerCenter reported that they do not know who sponsors the program. Other top answers include: “state government” (3.9%), “Maine Department of Labor” (2.6%), and “unemployment” (2.3%). Only 1.6% of respondents are aware that WMCA sponsors the CareerCenter.

Quantitative Telephone ResearchAwareness of the Sponsoring Organization

of the CareerCenter Programs

The next few questions will ask about your

experience at the CareerCenter. We will use a

scale from 1 to 5, where 1 is “very poor”, 2 is

“poor”, 3 is “average”, 4 is “good’, and 5 is

“excellent”. How would you rate ____________?

• The CareerCenter was rated very favorably on each attribute, with the majority of respondents rating the program as either a “4” or a “5.”

Quantitative Telephone ResearchRatings of the CareerCenter Experience

Quantitative Telephone ResearchRatings of the CareerCenter Experience

Do you have any suggestions for how the CareerCenter and its programs and services could be made better for you and/or your family?

• As displayed in the chart on the following slide, of the 305 respondents who use or have used the CareerCenter, 38.4% indicated that they do not know how the CareerCenter could be improved, and 24.6% of respondents had no suggestions to make on improvements (total 63.0%). Ten percent (10.2%) of respondents made positive remarks about the CareerCenter.

Quantitative Telephone ResearchSuggestions for Improving the CareerCenter


• Of the suggestions

that were offered, 5.9% of respondents called for “better personal service / communications,”

while others (5.6%) suggested a “wider selection of jobs / more [information] about jobs.”

Suggestions for Improving the CareerCenter

Top Answers N=305

Generally positive comments 10.2%

Better personal service / communications

5.9%

Wider selection of jobs / more info about jobs

5.6%

More knowledgeable staff 3.6%

Improved technology / technology education

3.6%

Improved marketing of services 3.0%

Hire additional staff members 3.0%

Don’t know 38.4%

No suggestions 24.6%


How did you find out about Tri-County Health Services?

Source of Awareness of Tri-County Health Services

Top Answers N=187


Medical personnel / institution 17.1%

Advertisement in phone book 7.0%

Educational setting 6.4%



Unsure – been using services for years 4.8%

Don’t know 7.5%

• Approximately four in ten (42.2%) of the 187 respondents who use or have used Tri-County Health Services indicated that they found out about Tri-County Health Services by “word-of-mouth (family, friends).” Other key ways respondents found out about Tri-County Health Services include: “medical personnel / institution” (17.1%), “advertisement in phonebook” (7.0%), “educational setting” (6.4%), and “common knowledge” (5.3%).

Quantitative Telephone ResearchSource of Awareness of Tri-County Health Services


Do you know what organization or organizations

sponsor Tri-County Health Services?

Awareness of the Sponsoring Organization of Tri-County Health Services

Top Answers N=187



United Way 2.7%

Miscellaneous agency 2.1%

Don’t know 85.6%

None – Tri-County Health Services is independent

0.5%

• The majority (85.6%) of the 187 respondents who use or have used Tri-County Health Services indicated that they do not know who sponsors the program. Other top answer include: “Western Maine Community Action” (4.3%), “state government” (3.2%), the “United Way” (2.7%), and a “miscellaneous agency” (2.1%).

Quantitative Telephone ResearchAwareness of the Sponsoring Organization of Tri-County Health Services


experience at Tri-County Health Services. We will

use a scale from 1 to 5, where 1 is “very poor”, 2 is

“poor”, 3 is “average”, 4 is “good’, and 5 is “excellent”.

• The ratings of Tri-County Health Services are highly positive, with more than half of the 187 respondents rating each attribute as a “5.”

Quantitative Telephone ResearchRatings of the Tri-County Health Services Experience

Quantitative Telephone ResearchRatings of the Tri-County Health Services Experience

Do you have any suggestions for how Tri- County Health Services and its programs could be made better for you and/or your family?

• As indicated in the chart on the following slide, of the 187 respondents who use or have used Tri-County Health Services, 43.3% indicated that they are unsure as to how the program could be improved, and 20.9% have no suggestions for improvements (total of 64.2%). Approximately eight percent (7.5%) of respondents made positive remarks about Tri-County.

Quantitative Telephone ResearchSuggestions for Improving Tri-County Health Services


• Of the suggestions that were offered, 6.4% of respondents recommended Tri-County Health Services “expand hours of operation / appointments,” while others (4.8%) requested Tri-County “hire additional staff members.”

Suggestions for Improving Tri-County Health Services

Top Answers N=187


Expand hours of operation / appointments

6.4%


Improve waiting time 3.7%

Renovate / expand facilities 3.2%

Better phone service 2.7%

Better personal service / communications

2.7%

Expand services provided 2.7%

Don’t know 43.3%



How did you find out about the WIC program?

Source of Awareness of the WIC Program

Top Answers N=237


Medical personnel / institution 25.7%


Life circumstances 2.5%

Prior participation out-of-state 2.1%


Don’t know 8.4%

• Of the 237 respondents who participate or have participated in the WIC program, 43.0% learned of the program by “word-of-mouth (family, friends).” Other respondents found out about the program through “medical personnel / institution” (25.7%) and “referral from another agency” (11.4%).

Quantitative Telephone ResearchSource of Awareness of the WIC Program



sponsor the WIC program?

Awareness of the Sponsoring Organization of the WIC Program

Top Answers N=237


DHHS 4.2%


Community Concepts 2.5%

Government (general) 2.5%

Miscellaneous agency 2.1%

Don’t know 75.5%

None – the WIC program is independent 1.7%

• The majority (75.5%) of the 237 respondents who participate or have participated in the WIC program reported that they do not know who sponsors the WIC program. Other top answers include: “Western Maine Community Action” (5.1%), “DHHS” (4.2%), and “state government” (3.8%).

Quantitative Telephone ResearchAwareness of the Sponsoring Organization of the WIC Program


experience with the WIC program. We will use a

scale from 1 to 5, where 1 is “very poor”, 2 is

“poor”, 3 is “average”, 4 is “good’, and 5 is

“excellent”. How would you rate ___________?

• The WIC program was rated very favorably on each of the attributes listed above, with the majority of respondents rating it either a “4” or a “5.”

Quantitative Telephone ResearchRatings of the WIC Program Experience

Quantitative Telephone ResearchRatings of the WIC Program Experience

Do you have any suggestions for how the WIC program could be made better for you and/or your family?

• Of the 237 respondents who participate or have participated in the WIC program, 39.7% do not know how the program could be improved, and 18.6% have no suggestions for improvements (58.3%). Seven percent (7.2%) have only positive remarks to make regarding the WIC program.

• Of the suggestions offered, 5.1% of respondents recommended that the WIC program “expand food choices,” 3.8% have encountered “issues with grocery stores,” and 3.8% have had “issues with checks [and] suggested [a] card system” instead.

Quantitative Telephone ResearchSuggestions for Improving the WIC Program

Quantitative Telephone ResearchSuggestions for Improving the WIC Program

Top Answers N=237


Expand food choices 5.1%

Issues with grocery stores 3.8%

Issues with checks / Suggested card system 3.8%

Expand hours of operation 3.4%

Greater quantities of food 3.0%

More caring / courteous staff 3.0%

Better personal service / communications 3.0%

Improve waiting time 3.0%


Don’t know 39.7%



How did you find out about the Volunteerism program?

Source of Awareness of the Volunteerism Program

Top Answers N=16

Referral from another agency 18.8% (3 responses)

Through volunteer work 18.8% (3 responses)

Employer / employment 12.5% (2 responses)

Medical personnel / institution 12.5% (2 responses)

Life circumstances 12.5% (2 responses)

Don’t know 12.5% (2 responses)

• Of the 16 respondents who participate or have participated in the Volunteerism program, three reported that they learned of the program through a “referral from another agency.” An additional three respondents reported that they found about the Volunteerism program “through volunteer work.”


Source of Awareness of the Volunteerism Program



sponsor the Volunteerism program?

Awareness of the Sponsoring Organization of the Volunteerism Program

Top Answers N=16

Western Maine Community Action (WMCA) 6.3% (1 response)

Don’t know 93.8% (15 responses)

• The majority of respondents (93.8%) who participate or have participated in the Volunteerism program are unaware of who sponsors the program. One respondent (6.3%) indicated awareness of the fact that WMCA sponsors the Volunteerism program.

The next few questions will ask about your experience with the Volunteerism program. We will use a scale from 1 to 5, where 1 is “very poor”, 2 is “poor”, 3 is “average”, 4 is “good’, and 5 is “excellent”. How would you rate _____________?

• The majority of the 16 respondents who participate or have participated in the Volunteerism program rated the program very well, as either a “4” or a “5.”

Quantitative Telephone ResearchRatings of the Volunteerism Program Experience

Quantitative Telephone ResearchRatings of the Volunteerism Program Experience


Do you have any suggestions for how the Volunteerism

program could be made better for you and/or your family?

Suggestions for Improving the Volunteerism Program

Top Answers N=16

Improve marketing of services12.5%

(2 responses)

General positive comment6.3%

(1 response)

Better personal service / communications6.3%

(1 response)

Don’t know37.5%

(6 responses)

No suggestions37.5%

(6 responses)

• When asked how the Volunteerism program could be improved, few respondents had any specific suggestions (75.0%). Approximately thirty-eight percent (37.5%) of respondents are unaware as to how the Volunteerism program could be improved; another 37.5% have no suggested improvements.

• Of the suggestions that were offered, 12.5% of respondents recommended WMCA “improve marketing of services.”

Quantitative Telephone ResearchSuggestions for Improving the Volunteerism Program


How did you find out about the LIHEAP and/or

energy conservation programs?

Source of Awareness of the LIHEAP Program (Franklin County Only)

Top Answers N=57*






Don’t know 8.8%

*Reflects the total number of program participants in Franklin County, not just those included in the representative sample of 600 respondents.

• Of the 57 respondents who participate or have participated in the LIHEAP and/or energy conservation programs (Franklin County), 31.6% learned of the program(s) by “word-of-mouth (family, friends).” Other top answers include: “referral from another agency” (24.6%) and “advertisement in newspaper” (10.5%). About nine percent (8.8%) of respondents indicated that they do not know how they found out about the program.

Quantitative Telephone ResearchSource of Awareness of the LIHEAP Program

(Franklin County Only)



sponsor the LIHEAP and/or energy conservation

programs?

Awareness of the Sponsoring Organization of the LIHEAP Program

Top Answers N=57*




Federal government 3.5%

Don’t know 56.1%

• The majority (56.1%) of respondents who participate or have participated in the LIHEAP and/or energy conservation programs in Franklin County reported that they are unsure of who sponsors the program(s). Other top answers provided include: “Western Maine Community Action” (22.8%), “state government” (10.5%), and “Community Concepts” (5.3%).

Quantitative Telephone ResearchAwareness of the Sponsoring Organization of the LIHEAP Program

The next few questions will ask about your experience with the LIHEAP program. We will use a scale from 1 to 5, where 1 is “very poor”, 2 is “poor”, 3 is “average”, 4 is “good’, and 5 is “excellent”. How would you rate _____________?

• In Franklin County, the LIHEAP program was rated very favorably on each of the attributes listed in the table on the previous page, with the majority of respondents rating it either a “4” or a “5.”

Quantitative Telephone ResearchRatings of the LIHEAP Program Experience

Quantitative Telephone ResearchRatings of the LIHEAP Program Experience


Do you have any suggestions for how the LIHEAP

and/or energy conservation programs could be

made better for you and/or your family?

Suggestions for Improving the LIHEAP Program

Top Answers N=57*


Increase aid / aid needs to last entire season 7.0%



Don’t know 42.1%


• Of the 57 respondents who participate or have participated in the LIHEAP and/or energy conservation programs in Franklin County, 42.1% said that they are unsure as to how the program(s) could be improved and 19.3% had no suggested improvements (61.4% total).

• Other top answers provided include: “generally positive comments” (8.8%), “increase aid / aid needs to last entire season” (7.0%), and “better phone service” (5.3%).

Quantitative Telephone ResearchSuggestions for Improving the LIHEAP Program


The following summary chart displays the percentages

of program participants from each WMCA program who

are aware that WMCA is the sponsoring organization.

Unaided Awareness of WMCA as the Sponsoring Organization of Each Program

The CareerCenter 1.6%

Tri-County Health Services 4.3%

The WIC Program 5.1%

The Volunteerism Program 6.3%

The LIHEAP and / or energy conservation programs

22.8%


Have you ever heard of Western Maine Community

Action? [Asked of all survey participants.]

Aided Awareness of Western Maine Community Action

N=600

Yes 42.7%

No 57.3%

• Of the 600 WMCA program participants surveyed, 57.3% reported that they are unaware of Western Maine Community Action. Awareness is highest in Franklin County (59.0%).

Quantitative Telephone ResearchAided Awareness of Western Maine Community Action


How did you find out about Western Maine Community Action?

• Of the 256 respondents who are aware of WMCA, 27.0% learned about the organization by “word-of-mouth (family, friends).”

Source of Awareness of Western Maine Community Action

Top Answers N=256



Flier / brochure 7.4%


Advertisement – general 5.1%

Medical personnel / institution

3.9%

Employer / employment 3.5%

Don’t know 20.3%

What services are you aware of that Western Maine Community Action provides?

• As portrayed in the chart on the following slide, of the 256 respondents who are aware of Western Maine Community Action, nearly half of them (48.4%) are unsure as to which specific services WMCA provides.

• Thus only 22% of the total sample is aware of the specific services WMCA provides.

• Specific top answers given include: “the LIHEAP / ‘HEAP’ and/or energy conservation programs” (18.8%), “the WIC program” (13.7%), “transportation” (10.9%), the CareerCenter (10.2%), “housing programs / resources” (9.0%), and “Tri-County Health Services” (6.3%).

Quantitative Telephone ResearchUnaided Awareness of Western Maine Community Action’s Services

Top Answers N=256

The LIHEAP / “HEAP” and/or energy conservation programs 18.8%

The WIC Program 13.7%

Transportation 10.9%

The CareerCenter 10.2%

Housing programs / resources 9.0%

Tri-County Health Services 6.3%

Food pantries 4.7%

General assistance programs 3.5%

The Volunteerism Program 2.3%

All kinds of programs / everything 2.3%

Head Start / Childcare 2.3%

Elderly services 1.6%

Gardening programs 1.2%

AWAP / Domestic violence programs 1.2%


Finders Seekers 1.2%

Education programs 1.2%

Don’t know 48.4%

Unaided Awareness of Western Maine Community Action’s Services


Quantitative Telephone ResearchSuggested Improvements to Western Maine Community Action’s Services

Top Answers N=600

Increase or improve communication about services

6.0%

General positive comments

3.5%

Modify eligibility requirements

2.0%

Expand services provided 1.8%

Reduce waiting times 1.5%


Transportation services 1.0%

Don’t know 44.0%


Q. Western Maine Community Action is involved with various programs in Androscoggin, Franklin, and Oxford Counties including, but not limited to: the CareerCenter, food pantries, gardening programs, housing programs and resources, the LIHEAP and energy conservation programs, Tri-County Health Services, the Volunteerism Program, and the WIC Program. Do you have any suggestions for improvements to Western Maine Community Action’s current programs and/or services?

• Of the 600 WMCA program participants surveyed, only a small percentage of respondents (13.5%) had any specific suggestions to make on how WMCA’s programs could be improved. Forty-four percent of respondents (44.0%) reported that they are unsure as to how WMCA’s programs could be improved, while 38.3% indicated that they have no suggested improvements (total of 82.3%). The most common suggestion made (6.0%) was to “increase or improve communications about services.”

Quantitative Telephone ResearchSuggested Improvements to Western Maine Community Action’s Services

How would you rate Western Maine Community Action’s communications with potential users of their services? Please use a scale from 1 to 5, where 1 is “very poor,” 2 is

“poor,” 3 is “average,” 4 is “good,” and 5 is “excellent.”

• Of the 600 WMCA program participants surveyed, 35.3% rated Western Maine Community Action’s communications very well, as either “good” (24.8%) or “excellent” (10.5%). While 23.8% of the respondents were unsure as to how well WMCA communicates with potential users, 22.8% rated the organization’s communications as “average.”

Ratings of Western Maine Community Action’s Communications


Quantitative Telephone ResearchRatings of Western Maine Community Action’s Communications


How can Western Maine Community Action’s communications be

improved?

• As depicted in the chart on the following slide, of the 108 respondents who rated Western Maine Community Action’s communications as a “1” or a “2” (lower ratings), nearly one in three (28.7%) indicated that they are unsure as to how WMCA can improve its communications.

• The most common suggestion made was “advertising in general” (24.1%). Other top answers cited include: “post fliers / brochures” (12.0%), “post information in community centers (stores, banks, etc.)” (10.2%), “advertising on television” (9.3%), “mail fliers” (8.3%), and “community outreach” (5.6%).

Suggested Improvements to Western Maine Community Action’s Communications


Top Answers N=108

Advertising in general 24.1%

Post fliers / brochures 12.0%

Post information in community centers (stores, banks, etc.) 10.2%

Advertising on television 9.3%

Mail fliers 8.3%

Community outreach 5.6%

Advertisement on the radio 4.6%

Post information in other agencies 4.6%

Post information in schools 4.6%

Post information in medical offices 3.7%

Advertising in the newspaper 2.8%


Sponsor events 1.9%

Don’t know 28.7%

Suggested Improvements to Western Maine Community Action’s Communications

Do you have any suggestions for new programs or services that you think Western Maine Community Action should provide?

• As shown in the chart on the following slide, of the 600 WMCA program participants surveyed, 36.3% had no suggestions concerning additional programs or services WMCA should offer. An additional 32.8% reported that they are unsure as to what types of additional programs should be offered (total of 69.1%).

Quantitative Telephone ResearchSuggestions for Additional Programs


Top Answers N=600

Expand CareerCenter services 4.2%

Children’s / teenagers’ / family programs 3.5%

Transportation services 3.0%

Expand services offered and eligibility requirements 2.8%

Programs for teenage / new / single parents 2.8%

Childcare 2.5%

Expand healthcare services 2.3%

Elderly services 2.2%

Affordable housing 2.0%

Don’t know 32.8%


Suggestions for Additional Programs

Executive Summary and Strategic Recommendations

• The majority of clients are aware of the principal programs which WMCA offers, though they do not necessarily associate them with WMCA – the CareerCenter (86.2%), Tri-County Health Services (72.2%), the WIC program (79.8%), and the LIHEAP program (72.2%). However, only 22.0% respondents are aware of the Volunteerism program.

• There is little demographic variation among respondents who are aware or unaware of WMCA programs. Of the few notable differences, a greater percentage of male respondents reported awareness of the CareerCenter, while a greater percentage of female respondents reported awareness of Tri-County Health Services.

Program Awareness

• The majority of community leaders interviewed in each county are aware of the CareerCenter, Tri-County Health Services, and the WIC program. In addition, every Franklin County community leader interviewed is familiar with LIHEAP. However, only eight of the twenty-seven community leaders interviewed are familiar with the Volunteerism program.

• However, there is very low awareness among clients that WMCA is the sponsoring organization for each of the various programs. Awareness levels of individual programs and the fact that WMCA is the sponsor of these programs are typically in the 2 – 6% range (with the exception of LIHEAP in Franklin County). This is a very low level of program / organizational branding.

• Not only does this finding relate to WMCA clients, but it also applies to some of the community leaders interviewed, who are unaware of some or all of the specific programs which WMCA offers.


Program Awareness

• Even when prompted, less than half of program participants overall are familiar with Western Maine Community Action, despite the fact that they (clients) have used one or more WMCA programs. Awareness is greatest among female respondents, respondents from single parent households, and those from Franklin County.

• Awareness is lowest in Androscoggin County (66.9%) and Oxford County (58.2%). Even in Franklin County, 41% of clients are not aware of WMCA.


Awareness of WMCA in General

• With the exception of the Volunteerism program, word-of-mouth transmission of information was the most common source of WMCA program awareness cited by clients. Referrals from other social service agencies and referrals from medical personnel and institutions were also high.


Source of Program Awareness

• Client and community leader satisfaction level ratings of WMCA programs are very high across the board, both on an overall level and for a range of specific attributes. Overall mean ratings for each program are: (Scale of 1 = low and 5 = high):

• CareerCenter 4.08• Tri-County Health Services 4.49• Women, Infants and Children Program 4.52• Volunteerism Program 4.38• LIHEAP Program 4.52


Ratings of WMCA Programs / Satisfaction Levels

• Overall, the CareerCenter programs are very highly regarded by program participants. The majority of respondents rated each attribute of CareerCenter programs as “good” or “excellent.” Respondents are particularly pleased with the courtesy of the CareerCenter staff, as well as the ease with which users are able to sign up for a program at the CareerCenter.

• Few respondents offered any suggestions as to how the CareerCenter could be improved, either because they were unsure (38.4%) or had no suggestions to make (24.6%) – total of 63.0%.


CareerCenter

• Ratings provided for Tri-County Health Services are extremely high, with the majority of respondents rating each attribute as “excellent.” Program participants are very pleased with the value of the services provided by Tri-County, the courtesy of the program’s staff members, as well as the overall quality of the services offered.


Tri-County Health Services

• The WIC program was rated very favorably, with the majority of respondents describing each of the attributes of the program as either “good” or “excellent.” In fact, less than 3.0% of the respondents rated the WIC program poorly.


The WIC Program

• Of the 600 program participants surveyed, only 16 were enrolled in the Volunteerism program. However, the majority of the 16 respondents rated the program very well, as either “good” or “excellent.”

• While few respondents had suggestions to make as to how the Volunteerism program could be improved, a suggestion as offered by two respondents was to improve marketing and communications of the program.


The Volunteerism Program

• Overall, the LIHEAP program received very high ratings from participants. The only suggested improvements to the program concerned improving the application process, as well as expanding the amount of aid provided to participants.

• Overall, Western Maine Community Action is very highly regarded by the community leaders surveyed in the tri-county area. They rated WMCA very well on a variety of attributes, including the quality of the programs offered, the value of the services provided, overall program organization, as well as the knowledge and professionalism of the staff.


The LIHEAP Program

• More than one third of respondents (35.3%) rated Western Maine Community Action’s communications as “good” or “excellent,” while approximately one in five respondents (22.8%) rated the organization’s communications as “average,” and 23.8% “do not know.”

• Of the respondents who rated WMCA’s communications poorly, nearly one in four suggested that WMCA should improve general promotion of its services. Twelve percent (12.0%) of these respondents suggested WMCA post more fliers about its services, and another 10.2% suggested that information be posted in community centers, such as stores, banks, libraries, and post offices.

• While several community leaders interviewed made positive comments regarding WMCA’s communications with potential users, almost all of them also noted that there was room for improvement.


WMCA Communications

• Clients interviewed had few suggestions to make regarding future programs. Close to 70% had no suggestions to offer. Of the suggestions made, small numbers suggested:

• Expanding CareerCenter Programs• Providing additional Children’s / Teenager

Programs• Offering transportation services, especially in more

rural areas


Future Needs / Programs

• Community leaders in the tri-county area had few suggestions to make on additional programs they would like Western Maine Community Action offer. However, one of the few suggestions made concerned the addition of a transportation program as a means to improve users’ and potential users’ access to services. Another suggestion made was the establishment of mobile units and satellite sites in the more remote areas of Androscoggin, Franklin, and Oxford counties.


Future Needs / Programs

• Several community leaders suggested that Western Maine Community Action increase its level of collaboration with other social service agencies. Interviewees stressed the importance of WMCA forming partnerships with other community entities in order to better and more efficiently serve its target population.


Overall Improvements

• WMCA’s delivery of programs is rated very well on all key attributes by both clients and community leaders.

• Community leaders interviewed hold WMCA in high regard. They believe that WMCA provides badly needed services to low-income populations in the tri-county area, in an effective manner.

• There are really no major differences in program ratings across the three counties serviced.

• Awareness of specific programs, with the exception of the Volunteerism Program, is high.

• There is a strong sense that WMCA is providing the services which the client population needs.


Key Strengths of WMCA

• While there is a high level of awareness of specific programs, there is some room for improvement in terms of educating people about all of the WMCA programs which are available and, in particular, the Volunteerism Program.

• There is very low awareness that WMCA is the sponsoring agency for these programs – thus, there is little brand identification of WMCA.

• Overall awareness of WMCA as an organization is much lower (less than half) of what it should be.

• There is room for improvement in terms of WMCA’s communications with the public and, to some extent, also with community leaders.

• In particular, target populations in Androscoggin and Oxford Counties need better communications


Weaknesses of WMCA

• WMCA needs to highlight its sponsorship of the various programs provided. A strong branding campaign should be instituted to ensure that all programs are branded with the WMCA name. Thus, all signage, letterhead, materials, field offices, etc., should clearly brand the WMCA’s role in delivering each program.

• The branding campaign should also be extended to all key community and social services leaders or organizations and medical/healthcare offices in the tri-county area.

• A strong branding campaign will serve to significantly improve overall awareness of who / what WMCA is, and the fact that it is the provider of these various programs, which are so well rated by clients.


Recommendations: Branding

• Introduce co-branding campaign in which the link between Western Maine Community Action and each of its programs is clearly identified.

• Suggested outlets for this campaign include: weekly newspapers (pro bono articles or profiles of the organization); free papers; local radio; fliers and posters in churches, supermarkets, banks, social service agencies, healthcare facilities (hospitals/clinics/doctors’ offices), and municipal offices; as well as direct mailings to clientele (word of mouth, family and friends).


Recommendations: Branding Tools

• In an effort to re-launch a co-branding campaign, hold regional workshops in each county with local community leaders (municipal officials, healthcare workers, church leaders, social service agents, etc.) to reintroduce WMCA as an organization and specifically outline each of the programs it administers.

• Host and/or sponsor community-wide events in each county (for users and non-users alike), in which the link between WMCA and each of its programs is made clear.


Recommendations: Branding Tools

• While program ratings are very strong overall, those for the CareerCenter Program are somewhat lower than those for the others. In particular, WMCA should look at and seek to improve ratings for attributes of the CareerCenter which rated somewhat lower than others. These are:

“How well the program/s are organized”

“Quality of the program/s”

“Ease of getting information on the CareerCenter Program/services”

• The CareerCenter Program was rated somewhat lower in Oxford County on the issues of:

“Knowledge level of staff” and

“Value of CareerCenter services”

This issue should be looked at closer.

• The Volunteerism Program needs to be promoted better as WMCA clients have a low awareness level of its existence.


Recommendations: Programs

• Allied to the key issue of branding WMCA and its programs better, WMCA needs to improve communications and outreach overall, both with its target population segments and to community and social services leaders and healthcare providers in general.

These leaders can also be a very effective medium for communicating information on WMCA programs to potential clients.

• Western Maine Community Action should also consider compiling a concise list that offers clients and potential clients guidance in terms of which offices to sign up for which services, as well as additional types of services for which clients may qualify.


Recommendations: Communications

• Generate a descriptive list of WMCA’s programs and services, to be distributed as posters throughout the community as well as to individual users of the services, in the form of a printed card or refrigerator magnet. This program directory should be divided by county, list and describe each of WMCA’s programs, as well as provide the location of the program, the name of a contact person at the program, and a phone number where that person can be reached.


Recommendations: Communications

• While very few suggestions were offered on other needs or programs, the issue of making WMCA programs more accessible by organizing transportation for clients, especially those in more rural areas, should be looked at closer.

• WMCA should study in more detail the needs of the immigrant population in Androscoggin County. In particular, WMCA should evaluate: 1) how to ensure that the immigrant population is accessing WMCA services, and 2) the need for a program to address issues of cultural sensitivity in the Lewiston / Auburn area.


Recommendations: Future Needs

• Another issue that should be looked at is that of improving levels of collaboration with other social services agency providers.

Thus, Western Maine Community Action should continue to strengthen and improve ongoing relationships with other social service agencies and health organizations, in order to better serve the target population.


Recommendations: Collaboration

REPORT TO WESTERN MAINE COMMUNITY ACTION

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Transcript of REPORT TO WESTERN MAINE COMMUNITY ACTION