Oregon Health & Science University
Research | Campaign Design | Strategy Recommendations | Action Plan & Development
Research & Evaluation
Understanding the community's needs and trends will contribute to the overall success of the outreach strategy. An evaluation process for the community reveals valuable data to create new programs. We gathered demographic data on our Hispanic/Latino community, such as age, preferred language, level of education, socioeconomic status, family structure, homelessness statistics, geographical boundaries, general history, and community leaders that served as key partners in these efforts. Careful attention was paid to not being overly formal or too casual and having frequent communication with community members, especially during the research and the public relations portions of the project.
A solid relationship with one-on-one communication was built
The basis of the strategy recommendations was communication, based on the audience's needs. We analyzed the best methods to approach them to establish the genuine relationship OHSU was seeking to create with non-English speaking communities. With healthcare confidentiality in mind, we recommended outreach to increase awareness of OHSU and programs available for Latino agricultural workers and others to overcome the target audience's fears. Executed with a balanced approach between one-on-one communication, grassroots outreach, and digital and traditional media. Resulting in maximizing the relationship with the Latino community and generating trust.
Key Points
1
Our Spanish communication strategy revolved around how messages and key information were transmitted.
2
Every touchpoint with our target audience was an opportunity to deliver these messages. OHSU’s mission and goals were integrated into these communications.
3
Our strategy included plans, goals, practices, and tools through which we’d deliver information and coherent messages with clear values related to the target audience and relevant partners.
4
Releasing the information in a strategic way that is well orchestrated and continuous. Each defined piece complements and strengthens the messaging, and every element fits into the other without unnecessary repetition.
5
Communication goals address awareness, knowledge, linguistic barriers, and trust factors. Once we meet our target audience’s needs and implement the previous requirements, we can expect to reach the communication goals.