IAIMH Presentation

Irish Association for Infant Mental Health
“Keeping the baby in mind”
Campaign Presentation
16th May 2016
LBPR
Lorna Gardiner Beth O’ Regan Rachel Hill
Cork Institute ofTechnology

Today’s Presentation…
• Introduction and background to the campaign
• Analysis and research
• Who do we target and what do we want to say?
• Campaign strategies
• Campaign timeline and budget
• Evaluation
• Future Recommendation
• Conclusion and questions
"Keeping the baby in mind" LBPR

Introduction and background to the campaign
• LBPR were provided with a clear brief:To increase IAIMH
membership and raise public and professional awareness.
• The IAIMH is a supporter, promoter, enabler, educator and
collaborator.
• Inspired to conduct new and primary research specific to our
campaign.
• Our strategies are simple, but provide endurance and momentum
for the next 12 months and beyond.
“Keeping the baby in mind” LBPR

Analysis and Research
• As part of our campaign, we all undertook extensive primary research
that included interviews and surveys across primary and secondary care
givers.
• From this research, we were able to form our PEST and SWOT analysis.
• According to Anne Gregory, these analyses provide context for existing
attitudes and behaviours that need to be considered when embarking
on a public relations campaign.

PEST Analysis
Political Economical
 Strategy document, ‘A Vision for Change’
(2006), was not fulfilled.
 €12 million of the €35 million ring-fenced for
mental health in the last budget will be diverted
to other areas.
 US research demonstrates how for every $1 spent
on early intervention, $4 - $7 is later saved.
• The opportunity to create a campaign that
highlights preventative measures that aid in
reducing an already bottle necked health care
system in the future.
Social Technological
 Housing issues and homelessness threaten to
damage and impair early stages of Irish
childhoods.
 Stress caused by economic and social factors
impact an infant, who’s parent/caregiver is
experiencing such issues, as care and attention
can be affected.
 IAIMH’s absence of an online presence is
highlighted when compared to other national
mental health organisations and associations.
 Furthermore, there is a need for the IAIMH to
create a presence on social media channels,
based on similar mental health organisations,
that will promote two-way communication.

SWOT Analysis
Strengths
 Professional Members
 Working from a blank canvas
 Appeals to large cohort of society
 Some key connections made
 Events/training courses organised
Weaknesses
 IMH is a challenging conversation topic
 Work on social media presence
 Website could be easier to use for the novice or
unfamiliar user.
 Potential for publicity around events
 Opportunity to also target outside Munster
Opportunities
 Main information leader on IMH
 Partnerships with organisations
 Develop member-only content
 Partnerships with journalists
 Publicity around AGM
 Celebrity endorsement
 Development of postcard
Threats
 IMH is a sensitive topic
 Other mental health issues currently take priority in
the public domain
 Members have full-time jobs
 Social Media is 24/7
 IAIMH is not a service
 Confidence in media relations

SWOT + PEST = Effective Situation Analysis
• With the information we were equipped with from the PEST and
SWOT analysis, we applied what we have learned to a Situation
Analysis that comprised of a majority of primary research.
• We concluded that infant mental health is underpublicized, but we
welcome this as an advantage because it gives the IAIMH a chance
to be a national leader on the topic.
• Our primary research that can be observed in the Appendix reveals
that secondary caregivers as well as upcoming graduates would
welcome increased infant mental health education and
involvement in the organisation.

Who do we want to target and what do we want to say?
Gregory (2008: 110), says that the easiest way to define the publics you are targeting is
to “move from the general to the particular”.We implemented this in determining
our publics for this campaign.
• Primary research enabled us to identify our publics
• The need to categorise publics into primary and secondary care givers
• Established a two phase plan, as this was adhering to the strategic
messages that we wanted to convey

Phase 1 publics: Secondary care givers
Provide secondary care givers with appropriate knowledge, support and
training needed for the workplace.
Targeted at:
• Psychologists
• Public Health nurses
• Maternity Services
• Recent/ Upcoming psychology graduates
• Early childhood educators/ facilitators
• Current members of the IAIMH
• Key media people

Phase 2 publics: Primary care givers
Introduce the concept of infant mental health to this cohort and present the
IAIMH as an organisation fostering support, guidance and reassurance.
Targeted at:
• Parents/ Guardians
• Online parenting
forums/blogs

Being “SMART” with Campaign Objectives and Messages
Setting appropriate objectives is key to a successful campaign.We believe it must
encompass the SMART model.
Specific- Know who we are targeting and why.
Measurable- Ability to identify quantitative research
Achievable-The plan needs to be feasible and be smoothly executed
Realistic-Taking a pragmatic approach and knowing what is possible
Time sensitive- Understanding the life cycle of the campaign.

Campaign Objectives
• Public and professional awareness: babies have mental health
needs
• Promotion of the IAIMH as a professional organisation
• Infant mental health as important as other mental health issues
• Double IAIMH membership (two year plan)
• Boost attendance at IAIMH events
• Form relationships with influencers working within the Irish mental
health realm
• Support application of infant mental health practices in childcare
and education organisations nationally

Campaign Objectives
• IAIMH as the primary organisation for infant mental health in
Ireland
• Promoting education, training and research for infant mental
health
• Promoting and supporting childcare and education based
organisations nationally

Campaign Strategies: An Overview
• Campaign strategies are created to ensure consistency, overlap and
complementary characteristics.
• In turn allows for a strong and enforced campaign, which is cyclical
and assumes a smooth sequence.
• Strategies therefore work collaboratively in order to translate the
IAIMH messages and achieve objectives in the optimum way.

Strategy 1: Creating relevant and engaging content for the IAIMH
website
Overview:
• The IAIMH can raise its profile and infant
mental health awareness through creation of
website content.
• Ideally the website should contain owned
content pertaining to IMH in a variety of
forms.
• Content must attract different publics and
increase their interest in IMH and the IAIMH.
Publics:
• Psychology/childcare
professionals
• Public health nurses
• Psychology/childcare
graduates
• Existing IAIMH
members

Objectives:
• To raise public and professional
awareness of the fact that
babies have mental health
needs.
• To create interactive and
compelling content to be shared
online.
• To highlight upcoming IAIMH
events.
Tactics:
• Creation of a video-video
content is becoming
increasingly important for
organisations.
• Articles by IAIMH members-
featured in a ‘blog’ tab. Different
articles for different publics.
• Information postcard/
infographic-features ‘3 reasons
good infant mental health
matters’.
Strategy 1: Creating relevant and engaging content for
IAIMH website.

Front of postcard

Back of postcard

Strategy 2: Create a distinctive presence for the IAIMH on LinkedIn
Overview:
• Social media is an effective way for the
IAIMH to reach their desired publics.
• A professional LinkedIn presence would help
establish connections with key mental health
organisations.
• There is less demand to be regularly active
on LinkedIn, so organisation can touch base
with it when feasible.
Publics:
• Professionals from
other mental health
organisations.
• Existing members of
the IAIMH.
• Key IMH influencers.

Objectives:
• To promote the IAIMH as a
professional organisation that
promotes and organises
interdisciplinary education,
training and research.
• To build relationships with key
mental health/children
organisations.
Tactics:
• Platform should encompass
created, curated and
commissioned content.
• Created content-sharing of owned
website content.
• Curated content- sharing content
of professional connections.
• Commissioned content-
Influencing key media people to
write content about the IAIMH.
Strategy 2: Create a distinctive presence for the IAIMH
on LinkedIn.

Strategy 3: Create and launch an infant mental health article collection
for upcoming/recent psychology, early childhood and nursing graduates.
Overview:
• A long sighted tactic, as we are targeting the
future providers and promoters of IMH, as
well as harnessing potential resources for the
IAIMH.
• It complements existing efforts to encourage
student membership
• A unique and specific effort on behalf of the
IAIMH
• Some concern, but we at LBPR have refined
and produced an effective tactic
Publics:
• Upcoming/Recent
psychology graduates
• Upcoming/Recent early
childhood practitioners
• Upcoming/Recent
nursing graduates

Objectives:
• To promote the IAIMH as a
professional organisation that
promotes and supports
graduates
• To increase membership and
attendance of IAIMH events
• The article will be available
exclusively to online members
Tactics:
• Contact relevant third level
courses nationwide
• Theme: “The importance of infant
mental health in Ireland –
Provisions and promotion for our
youngest citizens”
• Not measured on returns, based
on raising these publics’
awareness of the IAIMH
• Complements AGM efforts
Strategy 3: Create and launch an infant mental health
article collection for upcoming/recent psychology, early
childhood and nursing graduates.

Strategy 4: Forge links with a well-known Irish key figure
Overview:
• Third party endorsement as a way of
raising the profile of the IAIMH
• Ambassador can aid building awareness
and credibility for the IAIMH
• A knowledge/interest in Infant mental
health as this will resonate better with
publics
• Suitable profile to fit ambassador role
Objective:
• To develop partnerships with mental
health professionals

Publics:
• Parents and parenting bloggers
• Existing panel of the IAIMH
• Professionals
Tactics:
• Video
• Article
• Postcard Launch
• Radio/Podcast
• AGM
Strategy 4: Forge links with a well-known Irish key figure

Strategy 5: Forge links with early childhood facilitators
and educators
Overview:
• This cohort conveyed
significant interest in
infant mental health
• Ideal public who deal with
infants on a daily basis
Objectives:
• Increase membership at
IAIMH events
• Application of infant
mental health practices in
childcare and educational
environments

Publics:
• Early childhood
facilitators/ educators
• Parents/ Guardians
Tactics:
• Individuals selected for workplace
ambassador
• Ambassadors to get complimentary
membership; seen as long term
investment to the IAIMH
• Implementation of infant mental
health practices into individual
workplaces with assistance of the
IAIMH.Strategy 5: Forge links with early childhood facilitators
and educators

Strategies in action: AGM, November 2016
According to the Institute for Public Relations, Every PR campaign should
encourage informational, motivational and behavioural change in publics.
• Our strategies converge to provide for an effective AGM
• The strategies collaboratively provide content, raised profile online and
offline, which is also appropriate and third party endorsement
• Look forward to the AGM because it provides us with an opportunity to
gauge and assess strategies at a key time in the campaign

According to Anne Gregory (2008), public relations is no different to
any other business function, in terms of measurement and
evaluation. The client is entitled to see whether time and financial
spends are working to achieve the objectives set out. According to
Gregory (2008: 162), “Evaluation is an ongoing process if you are
talking about long term programmes.”Therefore, our evaluation
encompasses the measurement of success by regularly reviewing
the campaign quantitatively and qualitatively. Campaign
evaluation is assessed through our campaign objectives.
Evaluation

Qualitative methods:
• Types of social media
mentions-are they
positive or negative.
• Survey responses
• Types of traditional
media coverage
Quantitative methods:
• Level of website traffic
• Number of social media
shares
• Number of new member
sign-ups
• Workshop attendance
Evaluation methods

Going forward: Future Recommendations
Recommendation 1: Stress-ball and Pamphlet
• For mothers to be, existing parents and existing
publics
• Stress-ball in the colour blue with the IAIMH logo, as
well as existing postcard
• Distributed into antenatal packs

Recommendation 2:Tailor made workshops
• Forge crucial relationships with early childhood
facilitators/ educators, further building on Strategy 5
• To make workshops more specific to the organisations the
IAIMH are working with.
• We feel this will engage our publics, and make it feel like a
“personal service.”Thus, a higher attendance at
workshops.

Recommendation 3: Create a Facebook page and further develop
social media presence
• The IAIMH would benefit from setting up a Facebook page in
Phase 2 of the campaign as this is the social media platform
where parents are most present.
• Further enhances Strategy 2
• The organisation could touch base with it on a weekly basis and
easily track progress using Google Analytics.

Recommendation 4: Website development
• Further developing Strategy 1, website development
should be a big focus in targeting Phase 2 publics, like
parents and parenting bloggers.
• Inviting a guest blogger to write for the IAIMH website
would raise the profile of the IAIMH among parents.
• Sharing content from the IAIMH website to Facebook
would also effectively promote their content to more
parents.

Recommendation 5: Lobbying
• Lobbying now would be too hasty and rash
-Regulation of Lobbying Act (2015)
-Time consuming
-Programme for a Partnership Government (2016)
• Lobbying as a future recommendation, enables the IAIMH to streamline
and strategise from the bottom up, internally and eventually externally,
for the years ahead

IAIMH Presentation

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (9)

Similar to IAIMH Presentation

Similar to IAIMH Presentation (20)

IAIMH Presentation