Diabetes Awareness Month - Focus on Diabetic Retinopathy
par keri lee
1. Solution: If the partnership falls through, we will do an infographic and share it over our owned channels and allow members to share it over theirs
2. Solution: We can alter this tactic based on the partnership and media outreach,. If one or both don't happen, we can reallocate budget to display advertising to support the infographic.
3. Solution: Members will be engaged only if they have a participating patient and all participants will be rewarded with either earned or paid coverage.
4. Solution: We will focus on patient stories only.
5. Success of Outbrain is based on our ability to secure a good traditional news segement.
6. We are experiencing fatigue in our rural matte stories. Media are becoming less interested in publishing our stories without paid advertising. Natalie is not being solutions focused and is only looking for reasons about wy things can't be done.
7. Members are not being communicated to often enough and they are not seeing the results from our previous campaign efforts which is making them reluctant to participate.
8. Team is worried that if the partnership falls through that we won't have a campaign. I noticed the group seemed frustrated in planning out the member engagement, media relations and digital tactics without a solidified partnership.
9. Goal: Increase public awareness of the impact diabetes can have on your eyes
10. Media Relations
10.1. Rural Matte Story
10.1.1. Focus on rural weeklies
10.2. Urban Pitch
10.2.1. focus on television
11. Stakeholder Engagement
11.1. Partnership with Canadian Diabetes Association
11.2. Partnership with the Primary Care Networks across the province
12. Member Engagement
12.1. Source and educate volunteers
12.1.1. Identify patients
13. Owned Digital Channels
13.1. Facebook
13.1.1. 2 posts on DR
13.2. Website
13.2.1. Leverage images and stories
13.3. Outbrain
13.3.1. Leverage earned piece of content