CSHR Media Campaign Proposal: Timeline

Phase I: Preparation

 Evaluate and update CSHR materials

o Internal: Contact information (media, association members, etc.), research
materials (legislation, Congressional calendar, statistics and demographics, etc.)
o External
 Web site: CSHR information, relevant news and legislation, press
coverage (clips, releases, etc.)
 Pre-campaign media engagement
o Utilize updated information to build/maintain rapport with media contacts and
constituents before initiating formal campaign

Phase II: Print Media

 Pitch Richard (Rich) Umbdenstock Op-Ed to The Washington Post and Sharon Boesen
Letter to the Editor to The Examiner
o Highlight issues within healthcare industry and lack of affordable long-term care
facilities
 Op-Ed voices expert opinion paralleling The Post’s form and readership
 Letter to the Editor voices human interest tone in a brief piece geared
towards The Examiner’s form and readership
 Pitch media advisory announcing CSHR/AHA co-sponsorship press conference

Phase III: Integrated Web Marketing

 Contract Abraham Harrison LLC for digital PR strategy consultation

 Activate and build online presence
o Engage with influential figures in the digital space
o Utilize blogs, social media networks, message boards, etc. to target and connect
with online opinion leaders and interested general public
 Search Engine Optimization

Phase IV: Bill Introduction

  Senator Mark Warner introduces “Health Care Mortgage Insurance Modernization Act”
to the United States Senate Banking Committee
 On the day of Bill Introduction: CSHR and AHA hold a press conference announcing
partnership/co-sponsorship

Phase V: Radio Advertisement/iPetition Release

 Broadcast radio announcements on 103.5fm WTOP

o Run advertisements from May 20-June 3
 Two-week period spanning May 23-31 Congressional Session
o Advertisements promote support for “Health Care Mortgage Insurance
Modernization Act”
 Appeal to both legislators and general public
o WTOP’s listenership is concentrated on our target audience
 Establish iPetition for generic CSHR letter to legislators on behalf of citizens supporting
the Bill
o Upload document for centralized facilitation of civilian-legislator communication
o Activates public outreach reputation

Continuous: Evaluation

 Media monitoring
o Track media coverage (print, broadcast, online clips)
 Identify new target markets by clip circulation
 Subscribe to Cision Media Source (VMSInfo, Burrelles Luce, etc.)
o Analyze media and public reception to assess campaign image/presentation
 Public Response
o Monitor iPetition activity
 Look at page views and signatures to track public interest
 Stay updated on new or increased legislative interest and support in high
signature areas