1. Public Awareness: Empowering Consumers to Seek Certified Professionals
Public Awareness: Empowering Consumers to Seek Certified Professionals
Cyndi Miller Murphy MSN, RN, CAE
Executive Director
Oncology Nursing Certification Corporation

2. Objectives: Public Awareness-
Empowering Consumers to Seek Certified Professionals
Identify the three most important target audiences for the promotion of certification
Describe the strategies that can be used to reach multiple target audiences in one effort
Delineate the process and resources required for a certification public awareness campaign

4. Certification Makes a Difference
GOAL: Empower consumers with information about certification while also reaching other target audiences
MESSAGE: Oncology certified nurses make a difference to the patients they care for and to employers who seek to staff their facilities with skilled and experienced oncology nurses

5. Designed to empower women and their families to be more knowledgeable health care consumers
The goal of Just Ask was to promote the certified nurses' expertise, knowledge and commitment to quality care.
Nurses become specialized through work experience – not advanced education.
NCC certified nurses complete a rigorous examination & engage in life- long learning.
Certified nurses are everywhere – but unrecognized.

6. Target Audience Patients and Caregivers
Did you know? There IS a difference… Just Ask

7. Target Audience Employers and Institutions
You provide the best technology. Provide your customers certified staff… Just Ask

8. Certification Advocates
Target Audience
Nurses
Certification Advocates
You owe it to yourself to be the best! Certification is more than a letter behind your name… Just Ask

9. Certification Makes a Difference
MEDIUM
4.5 minute DVD features cancer survivor and daughter, certified nurses and nurse manager
DISTRIBUTION
ONCC Website
Certified nurses: ONCC advocates and ONS chapters
AUDIENCES REACHED
Viewed by
Nurses, employers
Out-patients in clinic and physician waiting areas
Inpatients on closed-circuit hospital TV channels

10. PROMOTION DISTRIBUTION LONGEVITY Direct Mail Broadcast Emails
Web Display Ads
Social Media
Broadcast TV
Large Demographics
Top- rated NICUs
18 months of staggered TV broadcast
Continued Web/Social Media presence

11. Development Timeframe
RFP
Select contractor
Concepts
Story Boards
Script
Secure facility for filming
Hire actors
Filming Editing Approvals
Launch campaign
2 months
4 months
2 weeks

12. Production and Distribution
Strategy, Creative and Storyboards
Production and Distribution

13. Certification Makes a Difference
Strategy, Creative, Storyboards, Scripts, Production

14. ONCC’s Responsibilities
Budget development
RFP-review-selection of company
Communicate goals and concepts to communication company
Set deadlines
Approve all scripts, copy, timelines, facilities
ONCC’s Responsibilities

15. Recruit nurses for participation
Initial contact with filming facility
Presence during filming
Review and feedback on DVD and all collateral materials
Distribution of DVD and collateral materials

16. Contractor’s Responsibilities
Meet with ONCC and develop understanding of the project goals
Develop plan and concepts
Secure facility permissions for filming (UPMC Hillman Cancer Center)
Contractor’s Responsibilities

17. Interview nurses for inclusion in DVD
Hire “talent” (actors)
Subcontract DVD production team

18. Develop story-boards and attain ONCC approval
Write script and attain ONCC approval
Direct on-site filming
Edit DVD and attain ONCC approval

19. Secure original music for video
Produce all collateral materials: DVD “jacket”, brochure, poster, mailing packets
Duplicate DVD

21. Concepts
Script
Story Board

22. Certification Makes a Difference DVD Settings Patient’s home
University of Pittsburgh Medical Center Hillman Cancer Center
in-patient and out-patient units

23. Actors
Hired by communications company
Nurses
Selected by UPMC/ONCC
Script
Written by communications company with major revisions by ONCC

24. Film Production Location (permits, insurance and schedules)
Casting (talent and volunteers)
Filming
Editing

25. PROMOTION
Placement on website
Broadcast s to constituency to access
Placement on

26. Direct Mail Promotion
ONCC- information to request free DVD and ancillary materials
NCC to constituents within viewing demographics with time of airing

27. Direct mail to institutions alerting them to the ad campaign and the fact that viewers were going to Just Ask

28. Display Ads though CBS regional websites
Display Ads through Amazon website

29. ONS National Conference
Continual loop in Certification Oasis
Certification Recognition Breakfast
Special event for Certification Advocates

30. Budget for “Just Ask” 2011 2012 TOTAL Creative and Development $27,000
$2,000
$29,000
Film and Distribution
$166,000
$250,000
$416,000
Promotion
$13,000
$15,000
$28,000
$206,000
$267,000
$473,000

31. Budget for “Certification Makes a Difference”
Agency Fees
$22,000
Video Production
$22,500
Video Duplication
$4,000
Collateral Materials and Packaging
$7,500
Promotion
$1,000
TOTAL
$57,000

32. Empowering consumers to Just Ask for certified nurses

33. 2011 2012 “Just Ask” Distribution – CBS Network per million views
Markets Views
Chicago, IL
Miami, FL
Raleigh Durham, NC
Cincinnati, OH
Total 4.476
2012
Markets Views
New York, NY
Los Angeles, CA 1.809
Chicago, IL
Dallas, TX Total 8.932

34. 2011 2012 “ Just Ask” Distribution – Web per thousand views
CBS Markets Views*
Chicago, IL
Miami, FL
Raleigh Durham, NC
Cincinnati, OH Total 1,355
2012
CBS Markets Views*
New York, NY 1,025
Los Angeles, CA
Chicago, IL
Dallas, TX Total 2,376
National
Amazon Display 8,711

35. “Certification Makes a Difference” Distribution
Ongoing distribution
Packets distributed at all exhibits-professional meetings: 1,500
Played on continual loop in the “Oasis”
ONCC website-You Tube: 2,000 views
Packaged for “Certified Nurses Day” distribution (March 19)
Promoted through ONS/ APHON Chapters
“Certification Makes a Difference” Distribution

36. “Certification Makes a Difference”
DVD use
Hospital TV channels
Outpatient waiting rooms
Certification review courses
Certified Nurses Day events
Orientation for new staff
Nursing and medical student rotations
Chapter meetings
“Certification Makes a Difference”

37. “Just Ask” Summary of Outcomes
Increased engagement of certified nurses
Increased number of applications for certification
9.86% increase in new visitors to website
18.63% increase in website visits
49.05% increase in page views

38. “Certification Makes a Difference” Summary of Outcomes
21% increase in initial exam candidates the first year
$231,000 increase in test registration revenue the first year

39. Annual Applications for Initial ONCC Certification

40. “Certification Makes a Difference” Summary of Outcomes
68% increase in website visitors three years after release of the program
5% increase in employer support the second year

41. Employer Support for Certification

42. Thank you Now it is time for your Cyndi Miller Murphy MSN RN CAE
Executive Director
Oncology Nursing Certification Corporation
Now it is time for your