Child Life Council: Communications Audit October 1, 2015
Today s Discussion Review Progress of Activities Discuss Materials Audit Discuss Competitor Analysis 2
Communications Audit Process Audit materials & conduct competitor analysis Interview leadership, team members, hospital decision makers, academics Survey members and potential clients Review existing research and plans Child Life Council, Brand, Messages, Spokespersons Synthesize findings and recommendations 3
Purpose Audit select materials for CLC and review key competitors to understand current positioning and messaging. 4
Materials Audit 5
Methodology Reviewed 30 materials from CLC and separated into 6 different categories Chose 1-2 materials from each category to audit, based on the type and amount of content included Conducted an objective analysis and incorporated comments and observations for the following criteria: Target audiences Key messages Call to action or key takeaway Branding Visual appeal Spokesperson incorporation Measures of effectiveness Delivery method 6
Materials Reviewed About the Child Life Council Flyer What is Child Life Flyer 2015 Annual Conference Program Welcome Email to New Members Contribute to the Child Life Council Website Homepage Candidate Manual Certification Position Statement 7
Topline Findings Use of brand is consistent, but not optimal. CLC logo and colors are sometimes lacking. Materials are comprehensive and feature nice, diverse images. Positioning of the profession is consistent but not always tied to the member benefit of CLC. Materials feel outdated and aren t compelling, which is one of the reasons you are re-branding. There is a strong need to find the appropriate mix of messaging the profession and association. Third party endorsements are powerful. This activity should be expanded. 8
About the Child Life Council Flyer Strengths Visually appealing Powerful quote from the American Academy of Pediatrics shows credibility and collaboration Areas for Improvement Intended audience is unclear Too much focus on profession rather than value of membership or certification 9
What is Child Life Flyer Strengths Visually appealing Clear call-to-action for parents Descriptive and compelling language about the Child Life Council and certification Areas for Improvement Limited intended audience of parents 10
2015 Annual Conference Program Strengths Visually appealing and easy-to-navigate Personalized executive summary with event overview QR code leading to a conference app Areas for Improvement Over-emphasis on the location with lesser attention given to content Hidden call-to-action (page 9) and no registration URL Branding colors and the logo rarely used 11
Welcome Email to New Members Strengths Impressive description of Child Life Council and resources Clear and actionable takeaways for the new member Areas for Improvement Branding and visual appeal Lack of personalization 12
Contribute to the Child Life Council Strengths Compelling video on child life, history of the profession with prominent spokespersons Compelling language surrounding reasons for donating Clear call to action Areas for Improvement Different description of Child Life Council Outdated and disorganized 13
Website Homepage Strengths Clear purpose of the Child Life Council Video portrays what a child life specialist does and program implementation Multiple blog posts with personal perspectives on the organization Social media buttons incorporated Areas for Improvement Lacking information on the profession Content is hard to find 14
Candidate Manual Strengths Compelling description of child life specialists Detailed certification description Comprehensive Clear call-to-action Areas for Improvement Inconsistent branding and visual appeal 15
Certification Position Statement Strengths Strong language Clear intended audience of hospital decision makers Areas for Improvement Lacking visual appeal 16
Child Life Council and Certification Program international knowledge and resources largest professional association professional development leading membership association standards of quality face-to-face networking online learning communities non-profit organization advance the child life profession research and development standards of clinical practice primary professional organization 17
Child Life Profession child development experts coping and adjustment certified Uncertainty of illness disability education psychosocial care patient and family-centered care play hospitalization families stress Collaboration with health care providers injury age-appropriate interventions self-expression 18
Competitor Analysis 19
Methodology Identified three like-minded organizations representing a diversity of fields whose members provide similar services to those of child life specialists with CLC. Association of Pediatric Oncology Social Workers Society of Pediatric Nurses American Music Therapy Association Reviewed each organization s website for the following information: Current branding, including organization tagline Membership composition Profession description Organization description Certification program description Annual conference description Highlighted research 20
Key Takeaways All three organizations highlights their commitment to advancing their associated profession within their organizational description All underscore the overall importance of certification to ensure standards of quality within their respective professions The Association of Pediatric Oncology Social Workers and the Society of Pediatric Nurses focus on the specialization required of their professions and the benefits it provides to the patients and families they serve Both the Association of Pediatric Oncology Social Workers and the Society of Pediatric Nurses highlight family-centered care as a critical aspect of care provided 21
Key Takeaways The American Music Therapy Association uses research and patient anecdotes to highlight the impact of the profession on patients quality of life The Association of Pediatric Oncology Social Workers emphasizes their role in meeting the psychosocial needs of patients and their families The Society of Pediatric Nurses emphasizes their collaboration with physicians and other health care providers 22
Implications Within our branding and messaging, it will be important to: Reinforce the value of the Child Life profession and the specialization required for certification Focus on the importance of either patient and family-centered and/or psychosocial care for improving health care outcomes Highlight collaboration with the health care team Gather thought leader and patient and family endorsements to feature on website and in materials 23