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PWA Marketing Plan for HIV/AIDS Services
- 1. Presented By: Lauren Graves Jonnetta Pemberton Kristie Tobias Positive Wellness Alliance Serving People Infected with and Affected by HIV/AIDS in Davidson, Davie, Forsyth & Yadkin Counties in North Carolina Marketing Plan
- 2. What is H.I.V.? Human Immunodeficiency Virus damages a person’s body by destroying specific blood cells, called CD4+ T cells, which are crucial to helping the body fight diseases It is the virus that can lead to acquired immune deficiency syndrome, or AIDS 2
- 3. 3
- 4. 31% 12% 53% 4% Estimated number of New HIV Infections in the U.S by transmission Heterosexuals Injection drug users MSM MSM-IDU HIV Infections in the U.S 4
- 5. HIV-Related Stigma and Discrimination • HIV infection is associated with behaviors such as: • homosexuality • drug addiction • prostitution or promiscuity 5
- 6. Road Blocks to HIV Testing in the U.S. Thus making treatment less effective and causing early death Late diagnoses The unwillingness to take a HIV test 6
- 7. HIV Testing TechnologiesSerologictestingalgorithm forrecentHIVserocon version • Developed by the CDC • Used to distinguish recent from long standing HIV infections RapidHIVantibodytesting • Provides a method for receiving HIV test results within 20 minutes as opposed two weeks • If positive follow-up blood testing is needed to confirm 7
- 8. HIV/AIDS in North Carolina 0 1000 2000 3000 4000 3975 1497 2559 2008 Cumulative Diagnoses 2008 Cumulative Diagnoses 8
- 9. With new antiretroviral drugs, HIV-infected patients projected life expectancies has increased to 24.2 years Estimated cost in the U.S. is $12.1 Billion annually Economic Impact of HIV 9
- 10. Positive Wellness Alliance We Can Help 10
- 11. Positive Wellness Alliance Services Community Service Charitable Non-Profit Focuses on those: • Infected with HIV and AIDS • Affect by HIV and AIDS • Interested in supporting HIV and AIDS HIV Medical Case Management Financial Assistance 11
- 12. Service Area Population Location • Davie, Forsyth, Davidson, Yadkin counties in North Carolina Age • Members, supporters, financial contributors and clients served by P.W.A. are teens, and young adults Gender • Both men and women alike are consumers of PWA services, members, and participants Ethnicity • African Americans are disproportionately affected and represent the majority of adult/adolescent HIV cases, perinatal HIV cases, and HIV related deaths in North Carolina 12
- 13. Market Needs • Selfless giving and servicing to unknown others • Churches, mosques, synagogues • Anonymous gifts Self Actualization • Giving and serving because it makes us feel like a “good person” • Building a case for contributions • Scholarships ESTEEM • Giving and serving because it is expected of a good person • Service clubs (Rotary, Moose, Optimist, Junior League) SOCIAL • Giving and serving to meet needs through community action • Women’s Shelters • Day Care Centers SAFETY • Sharing to meet basic needs with someone else in need • Shelter for Homeless • Domestic Relief SURVIVAL 13
- 14. Market Growth &Trends In North Carolina • Medical case management cases for charitable non-profits organizations • N.C. has the highest/longest waiting list for HIV/AIDS case management In North Carolina • Smaller pool of resources • Increased regulations may lead to more bureaucracy influencing how organizations can apply for funding, and expand programming 14
- 15. P.W.A. Alternative Providers Davidson County • AIDS Care Services • Central Carolina Health Network • Grace –N-Mercy for “U” Davie County • AIDS Care Services • Serenity’s Haven, Inc. Forsyth County • AIDS Care Services • Insight Human Services • Professional Care Home Health • R&A Home Care Services, Inc. • R.I.C.H. Community Development Corporation • Serenity’s Haven • Triad Health Project Yadkin County • AIDS Care Services • Serenity’s Haven 15
- 16. Strengths • Easy access and awareness about HIV/AIDS education, prevention and medical case management • Diverse staff- lesbian, gay, minority (black) women and men • Rapid HIV testing Weakness • Lesser known in bigger city- Winston Salem • Brand Power- the organization is not readily recognized by the community Threats • ACS has a large following in Forsyth County • Decrease in government funding • Stigma in the community from PWA’s first year (2001)embezzlement scandal Opportunities • Governor Perdue allocated $14.1 million to the AIDS Drug Assistance Program (ADAP) funding • Multi-segment marketing to the diverse population affected by HIV/AIDS • Corporate giving • Merging with AIDS Care Services (ACS) PWA S.W.O.T. 16
- 17. Positive Wellness Alliance provides diverse case management to all populations, non- discriminatory Wake Forest Baptist Medical Center provides easy and consistent to access care 17
- 18. PWA Target Market Charitable Contributors Adults and Children infected with the HIV/AIDS 18
- 19. Marketing Plan Goals Increase charitable contributions to PWA Increase education on HIV/ AIDS Increase PWA presence in the community and services provided 19
- 20. County Cases Serviced By PWA Forsyth Davie Davidson Yadkin 79 2 12 2 72 0 19 2 85 0 22 0 Cases of HIV/AIDS diagnoses in NC Cases 2007 Cases 2008 Cases 2009 20
- 21. Locating and helping access available systems, resources and services Discharge of the client from service Follow-up and assessment to determine the continued appropriateness of services Monitoring to ensure that services received meet the client's needs Coordination of service delivery Development and implementation of a plan of care Comprehensive assessment of the client's health care, psychosocial, environmental and financial needs Evaluation of the client's situation to determine the need Patient Benefit Analysis 21
- 22. HIV Medical Case Management Financial Assistance Education PWA Care Services 22
- 23. Inflow Referrals •Wake Forest Baptist Medical Center •County Health Departments •Forsyth Medical Center •Private Physicians Positive Wellness Alliance Outflow Education Services •are provided to those within Davidson, Davie, and Yadkin counties •Churches •Community Groups •Businesses •Schools Distribution Strategy 23
- 25. PWA needs board members with strengths in fundraising, unique and creative marketing ideas and community connections Help Wanted Personal Sales Force 25
- 26. Caterpillar Corporation • The Caterpillar Corporation’s Caterpillar Foundation “seeks to become actively involved in the communities where we work and live” PepsiCo • majority of PepsiCo’s contributions go to international disaster, healthy living and environmental relief efforts. Various Local Colleges and Universities • Through the college campuses, it will be important to partner with HIV/AIDS clubs, fraternities and sororities, and Student Government Associations to gain school support and have a representation from each student organization on the PWA board Various Medical Facilities • Hosting monthly or quarterly HIV/AIDS education seminars, panel discussions and speaker’s bureaus will continue to establish the name of PWA as an organization that desires to connect and educate the community along with providing a stable source of information Public Relations/Publicity 26
- 27. PWAAdvertising PWA Website The key to successful advertising for PWA will be continuous presence. 27
- 28. PWA Direct Marketing potential new younger board members from the college campuses to fully capitalize on full social networking 28
- 29. Sales Promotion To connect with the community, re-utilizing the idea of bringing a long a client to education and prevention sessions to provide a face for the disease is necessary. 29
- 30. Corporation Sponsorship Media PWA Members Local Colleges and Universities Strategy Summary 30
- 32. How does PWA pay for this? 32
- 33. Non- Profit Funding Five sources for revenue: • Corporate donations • Fees for services • Foundation assets • Government pay • Individual giving 33
- 34. Cost to PWA Marketing Ideas $0Social Networking Health and Community Fairs YMCA/YWCA Health Awareness Programs Head Start Resource Fair Newspapers College Campus Forums 34
- 35. Proposed Marketing Budget Annual Marketing Budget 2011 2012 2013 Marketing Expense Budget ( proposed) $400.00 $400.00 $400.00 Website (management and maintenance) $35.00 35.00 35.00 Emma Email Blast $360.00 $360.00 $360.00 Corporate Campaign $0.00 $0.00 $0.00 Other( Facebook, Twitter, MySpace and LinkedIn) $0.00 $0.00 $0.00 Health and Community Fairs and Festivals $0.00 $0.00 $0.00 College Campus Forums $0.00 $0.00 $0.00 Television and Radio Advertisements $0.00 $0.00 $0.00 Newspaper Advertisements $0.00 $0.00 $0.00 Total Funding and Marketing Expenses $395.00 $395.00 $395.00 Percent of Funding (%) 99% 99% 99% 35
- 36. Contributions Funding Forecast $0.00 $20,000.00 $40,000.00 $60,000.00 $80,000.00 2009 2010 2011 2012 2013 $37,200.00 $43,400.00 $54,000.00 $64,900.00 $78,000.00 Projected Funding Forecast 2011- 2013 36
- 37. Positive Wellness Alliance We Can Help 37
- 38. Positive Wellness Alliance Serving People Infected with and Affected by HIV/AIDS in Davidson, Davie, Forsyth & Yadkin Counties in North Carolina QUESTIONS?
Editor's Notes
- HIV damages a person’s body by destroying specific blood cells, called CD4+ T cells, which are crucial to helping the body fight diseases It is the virus that can lead to acquired immune deficiency syndrome, or AIDS
- Severely hampers efforts to effectively fight HIV and AIDS epidemic Fear and discrimination prevents people from seeking treatment and from admitting their HIV status publicly.
- Many people with HIV do not get tested until late in their infection. Approximately 40% to 50% of patients with HIV infection are diagnosed with AIDS within 1 year of first testing HIV positive. An unwillingness to take an HIV test means that more people are diagnosed late, when the virus has already progressed to AIDS, making treatment less effective and causing early death Many people do not return to learn their test results. The CDC estimates that in 2000 31% of patients who test HIV positive at public sector testing sites did not return to receive their results.
- Education and Prevention is 10% Financial Assistance and HIV Medical Case Management is 90% of PWA focus
- SELF ACTUALIZATION Selfless giving and servicing to unknown others Churches, mosques, synagogues Museums, symphonies, arts Anonymous gifts ESTEEM Giving and serving because it makes us feel like a “good person” Awards for Giving (Nobel) Building a case for contributions Scholarships SOCIAL Giving and serving because it is expected of a good person Service clubs (Rotary, Moose, Optimist, Junior League) Boys & Girls Club Scouting / 4-H SAFETY Giving and serving to meet needs through community action Volunteer Fire Departments Women’s Shelters Day Care Centers Nursing Homes SURVIVAL Sharing to meet basic needs with someone else in need Shelter for Homeless Domestic Relief Second Harvest Food Bank Hospitals & Public Health
- D Triad Health Project his slides
- Can you simplify the wording any?
- The United Way of Davidson County “umbrella” provides a prestigious source of funding in the Davidson County area PWA provides diverse case management to all populations, non-discriminatory LGBT, MSM, IDU, Straight men and women, perinatal, and African American and Latino populations The biggest competition ACS targets only Latino population Wake Forest Baptist Medical Center provides the majority of the referrals to PWA PWA maintains a partnership with prestigious medical institutions- Novant Medical, Wake Forest Baptist Medical Center, Forsyth Medical Center PWA provides easy and consistent to access care
- Add slide on evolution of discrimination
- Corporate donations have dropped dramatically; Fees for services have faltered among many nonprofits; Foundation assets shrank 26% in 2008, translating into fewer and smaller grants; Governments have delayed or even stopped paying nonprofits for services that the government had contracted with nonprofits to provide; and Individual giving has decreased