Communications Plan for National Prescription Drug Take Back Day Jamie L. Johnson Purdue University

Situation Analysis Strengths Weaknesses SJSO already has a strong, positive reputation in the county despite the negative feedback the nation seems to have on law enforcement. SJSO already has a strong following on all social media platforms SJSO has a good relationship with SAPD and SABPD, as well as other law enforcement agencies Not many people seem to know about many of the other programs that SJSO offers, such as Operation Medicine Cabinet. A strong number of the elderly population do not partake in social media. Getting the media to do a feature piece on something SJSO is doing can be troublesome

Situation Analysis Opportunities Threats SJSO can always benefit from more positive interactions with the public, allowing them to further the positive image. Engaging with children can help prevent the negative image as they grow older, and maybe even encourage them to join the force. Helping the public can help give them some peace of mind. Those who are anti-law enforcement can and have protested events the SJSO held in order to cause a scene. The SJSO recently had an officer involved shooting. A previous situation that involved a deputy had developed a following, and those people are attacking SJSO publicly for this OIS.

On air interviews scheduled for week of event. Objectives Be SMART Specific To spread the word about Operation Medicine Cabinet and to get prescription drugs off of the street, out of the hands of those who abuse them. Measurable This will be measured by analytics on social media and ratings on traditional media – but the biggest tell will be how much drugs we collect on collection day. Achievable With multiple locations and two months to promote it, there is no reason to believe that we cannot collect 5,000 lbs of prescription drugs. Realistic This is realistic since previous collections have garnered 300 lbs of prescription drugs at one location, with minimal crew. Time-Focused Event on social by March 1, with weekly promotions beginning then as well. On air interviews scheduled for week of event. Facebook Live Teases Friday before, hour before event starts, then throughout event.

Key Audiences Parents Surviving Family Caretakers Parents don’t want their kids to have access to their unused medications. This could lead to them abusing them. Parents may also have medications that their children are no longer using that could be disposed of as well. Those who have recently lost a loved one can benefit from this collection because they can have a safe place to dispose of the medications their loved one was taking since doctors and pharmacies no longer collect medications for disposal. Caretakers of elderly who are on various medications will benefit from this collection, where it will allow them to dispose of the medications those they care for are no longer taking.

Social Media Traditional Media Media Channels Social Media Traditional Media Facebook Event created Posts for advertising Facebook Live Twitter Tweets for advertising Periscope for Live Instagram Photos for advertising Stories during the day Instagram Live Television WJXT First Coast News Action News Jax Newspaper Florida Times Union St. Augustine Record Radio 105.5 104.9