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Best Practices For Community Relations Ucd 2009


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This is a presentation of a case study analysis of the 2005 Award-Winning Hispanic Wellness Fair in Fort Worth, Texas.

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Best Practices For Community Relations Ucd 2009

  1. 1. Best practices for community relations: Case study of the Hispanic Wellness Fair Presented by Dr. Kay L. Colley Assistant Professor Texas Wesleyan University at University College Day April 7, 2009
  2. 2. Community relations •Developing relationships •Creating activities that fill a community need •Allowing an organization to engender mutual trust with its community •Focusing on: •Opinion leaders •Group influence •Audience participation
  3. 3. History of HWF Community Assessment in 1998 by City of Fort Worth, Texas discovered: •Almost half of population of people who lacked health insurance were Hispanic •Hispanics had limited access to healthcare •Other factors contributed to poor health •Many people got healthcare from free fairs
  4. 4. Challenges Creating trust among the population served Finding healthcare providers Providing referral networks Communicating to the intended audience a sense of understanding
  5. 5. First year HWF •Began in 1999 •Focus on providers •Results for 1999 •75 providers •1000 to 2000 participants
  6. 6. Case Study Year 2005 Year 7—2005 •Reached capacity of venue •200 providers •16,000 participants
  7. 7. Methodology •Case study analysis •Literature review •In-depth interviews of co-founders •In-depth interview of 2005 organizer •Participant observer status •Intercept survey in 2005
  8. 8. Literature review •Public Relations Society of America Silver Anvil Award Winners—Case studies •Search terms used: Hispanic Community relations •Professional articles from PR Tactics focusing on Hispanic audience
  9. 9. Literature review •Four cases from 2000 to 2004 •Tactics used: •Bilingual media markets •Radio and television Public Service Announcements •Celebrity spokespeople •Bilingual collateral materials •Building coalitions
  10. 10. Marketing of 2005 Hispanic Wellness Fair •Marketing Task Force •Kick off luncheon •Collateral materials •Spanish-language media use
  11. 11. Marketing Task Force •Employees of UNTHSC •Public health department •Largest employers in Fort Worth •Local marketing agencies
  12. 12. Kick off luncheon •Spanish-language media •Hispanic Chamber of Commerce •Local healthcare providers •Local marketing agencies •Previous participants
  13. 13. Collateral materials •Role of local marketing agencies •Blanket approach •Use of connections •Public health department •School district •Churches •Local businesses
  14. 14. Spanish-language media use •Sponsorships •Public service announcements •Paid advertising •Bilingual press releases •Calendar listings
  15. 15. Comparison results Spanish- Marketing language Task Force media Building coalitions Local Kick off marketing Luncheon agencies
  16. 16. Intercept Survey Results Language of survey Spanish TOTAL English 42 74 116 (36%) (64%) How did you hear about the HWF? Other 41 (38.0%) TV 35 (32.4%) FWISD flyer 12 (11.1%) Flyer 6 (5.6%) Health 6 (5.6%) Department staff Radio 6 (5.6%) Bus sign 1 (.9%) Posters 1 (.9%)
  17. 17. How did you find out about the Hispanic Wellness Fair? 31% 38% 11% 1% 6% 6% 6% 1% TV FWISD flyer Flyer Health Department staff Radio Bus sign Posters Other Other includes: •Authority housing •La Estrella •TV & School Flyer •Bethlehem Center •Neighbor •TV, Newspaper, Church •Church •Newspaper •TV, Radio & School Flyer •Family •Organization who had •TV, Radio, & Newspaper •Friend •TV, Radio, & Family display •Gran Fiesta de Fort •Passing by •TV, School Bulletin & •Radio & Health Dept Staff Worth Flyers •HISPA •Restaurant Flyer •Water bill •KISD Flyer •TV & Flyers •WIC
  18. 18. Conclusion “The reason the Fair has grown is community trust. We treat everybody and anybody who comes.” Robert Galvan, co-founder
  19. 19. Conclusion •Survey contradicts this assertion •Expanded audience •Blanket approach to marketing •Building coalitions •Word of mouth marketing
  20. 20. Marketing to Hispanic community is community relations