2. core services – centers
DAWN WIC
Personal
Devel.
Client
Access
Senior
Services
3. core services – centers
DAWN WIC
Personal
Devel.
Client
Access
The
Wellness
Network
Kid’s
Village
Senior
Services
Assistance
Center
The
Learning
Center
Senior
Services
4. targets – denver harbor
the wellness network kid’s village assistance center the learning center senior services
The
Wellness
Network
Kid’s
Village
Assistance
Center
The
Learning
Center
Senior
Services
300 – 500
annual
650 – 750
monthly*
1,920
annual
?
960
annual
fitness
|
chronic disease
self-management
classes
*ratio (client
average to one
WIC staff member)
appointments
|
10 appointments
per day
applications
|
4 applications per
day
qualitative
improvement
(tbd)
6. The
Wellness
Network
Core Enhance
Kid’s
Village
Assistance
Center
The
Learning
Center
Senior
Services
targets – enhancements
7. Center
Branding Website
Inbound
Marketing
Outbound
Marketing
1. Reimagine
2. Internal Culture
3. External Value
1. Standalone
2. Lead Generation
3. Engagement
1. Retention
2. Support
3. Expansion (Integration)
1. Social Networks –
Engagement
2. Social Networks –
Expansion
3. Viral Moments
8. Partner-ships
Events Content
Member-ships
1. Social Networks –
Engagement
2. Social Networks –
Expansion
3. Viral Moments
1. Standalone
2. Lead Generation
3. Viral Moments
1. Remove
2. Repurpose
3. Refresh
1. Community
2. Security
3. Value
Center
9. Branding
Center
Where
o PO
What
o Logo Design
o Various Hi-Res Logo
Img.
o Branding Guidelines
o Tagline
o PPT Templates
o Social Media Profiles
Img.
contract
Vendor
next
o 3 beta logo designs
Internal
o Send beta designs to
program (surveys will
be provided)
o Choose logo from
beta designs /
develop new beta
designs
Core
action
o Complete purchase
process
o Develop survey
o Send beta set and
survey to programs
Program
o Complete and return
survey (date tbd)
10. Website
Center
why
1. Focus and simplify
message
2. Organic lead generation
3. Community and client
engagement
4. Partnership
engagement and
expansion
how
1. Third party website
development software
(currently reviewing
vendors)
2. Backlinks to main City
of Houston webpage
(similar to library)
1. Primary services related
to each center
2. Lifecycle marketing
3. Centralized digital
content management
4. Smart platform
what
11. Inbound
Marketing
ATTRACT CONVERT CLOSE DELIGHT
Strangers Visitors Leads Customers Promoters
Center
Blogs
Keywords
Social Media
Forms
Calls-to-Action
Landing Pages
Email
Call
Workflow
Events
Experience
Smart Content
12. Inbound
Marketing
sub-hub
Center
1. HHD (proper) will have
its own social network
(twitter, blog? and
facebook)
2. PI staff
3. Engage “non-clients”
(partners, supporters,
etc.)
4. Drive clients to inbound
funnel
main-hub
1. Each MSC will have it’s
own community
network structure
(facebook and
instagram)
2. Social networking team
(1 content creator /
manager)
3. Content driven by
program and client
need
networking
1. Create viral moments
2. Digital partnerships
(blogs, non-profit
organizations, health
organizations, etc.)
3. Digital advertising (SEO,
keywords, ppc, banner,
etc.)
13. Outbound
Marketing
support
Center
retention
1. Direct mail and digital
messaging to focus on
improving passive
customer experience
2. Call center to focus on
the engagement of
inactive clients
1. Call center and digital
messaging
2. Focus on providing
program support for
particular initiatives /
events
expansion
1. Paid Non-Digital
advertising to focus on
branding our image and
drive clients to inbound
funnels
2. Call center, direct mail
and digital messaging
to focus on specific and
targeted campaigns
14. Partner-ships
Academic Faith-based Business Government Other (Community)
Houston Community College Catholic Church Bank Civic Groups Museums
University of Houston Baptist Church Airlines Rep. Gene Green Theatres
Montessori School Oil & Gas Rep. Al Green Home Owners Association
High School Travel Agency Rep. Sheila Jackson-Lee Local Artists Group
Middle School Restaurants City Council Members Grocery Stores
Elementary School Job Placement State Representatives National Sports Teams
Electronics City of Houston Departments College Sports Teams
African American Chamber of
Commerce Reading is Fundamental
Transportation Local Medical Centers
Technology Cancer Center(s)
Pharmacy American Heart Association
Children's
Hispanic Chamber of Commerce
Center
15. Partner-ships
Partnerships will serve three primary purposes
Center
o Expand / Support service offerings
o Increase capacity / outreach
o Sustainability
Structure
o Centralize partnerships warehouse and strategy
o Recruitment and management of partners handled by joint effort (coordinator,
program and MSC)
16. Events
focused
Center
1. Centralized events
calendar (managed by
coordinator)
2. Choosing and
management of events
handled through joint
effort (coordinator,
program and MSC)
3. Client version accessible
online
structure
1. Specialized events to
focus on specific needs
by MSC
o Engagement
o Expansion
o Experience
o Partnerships
core/joint
1. Core events that take
place at all MSCs
(holidays, support
services, etc.)
2. Joint events that all for
cross MSC collaboration
18. Content
Remove Repurpose Refresh
Center
Retire redundant
and/or excessive
content
Restructure content
to fit each purpose
in the inbound
marketing funnel
Refresh look and
message on content
pieces
19. creating value and community through membership
Consumer
behavior
Giveaways
Appreciation /
Recognition
Gym
Experience
Space
Events Space
Member-ships
Center
Use of Passive
Client Facilities
Rewards Data
Card Access
Security
Community
Value
21. Core
Values
establish a culture innovation
that fosters innovative ideas
proactive approach to matching integration
clients to all available services
“the customers experience
perception is your reality”
integrate cultural and linguistic competence to meet the cultural and linguistic
cultural competency
requirements of our clients
build capacity a referral building
network
