Group 14 - Physicians For Peace


#1

Since week 9, Group 14 has further discussed ways to alter our strategies to make sure we are ready to meet assignment deadlines with utmost success. In order to meet our deadlines as a consolidated group, Devon first established that group members need to be in touch with one another throughout the week for the purpose of understanding course information, relaying that information throughout the group and creating well-written, collective submissions. On Wednesdays, Fridays and Sundays, there are times that we set for preparation deadlines. This way, all group members are held accountable for participating within the course and assignments. Physicians For Peace, being a international partner in health care services, has many objectives that they outline on their website. Though the work they do is incredibly worthy of international appreciation and praise, some facets of their social media lack certain tactics to fully grasp potential viewers, donors and supporters.

Part I - Group 14 Social Media Strategy for Physicians for Peace

Physicians for Peace already is using social media to reach its target audience which primarily includes medical personnel and their partners. However, the organization stands to greatly benefit by expanding its target audience to include general public individuals who might be willing to donate were they aware of the organization and its worthy mission. Therefore, to help the organization provide an enhanced and more non-medical personnel appealing social media presence, several changes are proposed first for the Physicians for Peace Homepage website; for the social media platforms which it already uses and recommendations for others it should engage.

  1. Provide better idea of what “teach one, heal one” means. To the uninitiated, this mantra may be puzzling. Therefore, simple word changes such as using a factoid would immediately give a viewer some idea of what the organization is about. This page would link to a revised, less wordy vision and purpose page of the organization. This first page would have a “donate now” button.
  2. The vision and purpose page would be directly linked to the Homepage such that the viewer will immediately have one-click access to the organization reason for existing, which should also provide enough information to encourage empathy and a donation! This page will have a “donate” button.
  3. The donate button will offer a significantly lower level, ($5.00) that might be more conducive to first time individual givers.
  4. Another suggestion that the group proposes is to select a more vivid color for the Physicians for Peace Homepage. While the green color is easily associated with a surgical unit, it is not very appealing from an audience attention capture perspective. (Background color TBD)
  5. The Physicians for Peace symbol and the banner color will be retained but the background color for the human interest story area will be varied.
  6. The Donate button will be retained but the donate options will be changed to provide a $5.00 lower limit as a suggested option. This lower limit should appeal to individuals who may not have the means to start off at the $50.00 level.
    Shown on the following pages are representative enhanced images of how the “Before’ and “After “Pages might look.

Physicians for Peace Homepage (Current)

Current Page

The Physicians for Peace Homepage (proposed)
The Homepage would start with a Factoid
(The print box would be transparent so the physician’s image will be viewable.)

Proposed Homepage
The “learn how” tab would link to the new revised second page that describes the “Vision and Purpose’ of Physicians for Peace

Proposed New Revised Second Page

Physicians for Peace
Vision

Physicians for Peace envision a world where no one struggles with illness, disability or death due to the lack of quality local healthcare.

Our Purpose
Physicians for Peace transforms lives by training, supporting and empowering healthcare professionals working with the world’s underserved populations.

Homepage Third Page contains a Human Interest Story (Current)

Homepage Third Page Contains a Human Interest Story (Proposed)

As discussed earlier, another suggestion that the group proposes is to select a more vivid color for the Physicians for Peace Homepage. While the green color is easily associated with a surgical unit, it is not very appealing from an audience attention capture perspective. (Background color TBD)

The Physicians for Peace symbol and the banner color will be retained but the background color for the human interest story area will be varied.

Donate Pulldown Menu
The Donate button will be retained but the donate options will be changed to provide a $5.00 lower limit as a suggested option: This lower limit should appeal to individuals who may not have the means to start off at the $50.00 level.
Proposed Donate page

Social Media Platforms and Proposed Enhancements
The group also proposes that Physicians for Peace enhance its presence on Facebook, Twitter and YouTube in addition to adding a presence on Instagram. Specific suggestions by platforms follow.
Physicians for Peace Facebook Page
The Facebook Page has all necessary elements however, to improve donations outcomes, link the “donate” tab back to the revised Donate page on the Physician for Peace Homepage.
To ensure viewership continues to increase the organization needs to maintain viewership or visitor engagement by responding to comments at least daily.
Generate a new factoid each week/month based on the previous month’s effort (i.e. Dominican Republic for December based on effort there in November).
In addition to the other messages, the Physicians for Peace Facebook page should also explicitly state a fundraising goal built around a Factoid,

Current Physicians for Peace Facebook Page
For example see the next page.

Proposed Enhanced Physicians for Peace Facebook Page

Proposed Facebook Content
In addition to the other messages, this Facebook page should also explicitly state a fundraising goal built around a Factoid, For example see the nest page.

Did You Know?
100K served in Malawi, but (___) K still in need.
Our Fundraising Goal for November is 10,000. Can you help?

Proposed New Content for Physicians for Peace Facebook Page

Twitter Page for Physicians for Peace
The organization’s Twitter page shares content from Facebook as expected. However, it is not reaching large numbers of people through this platform. One way to enhance viewers is to target the content specifically to the demographic of users for this platform. Hashtags are good ways to do this. Look for those moments that are really engaging elsewhere and “Re-tweet” them.
Communicate the $10,000 fundraising goal through twitter. Give people a reason to donate by linking them back to the Homepage. Also include the hashtag; “#P4P; and link this hashtag back to the revised donate page on the Physicians for Peace Webpage.

Pinterest Page for Physicians for Peace
(Content TBD)

Instagram Page for Physicians for Peace
Create an Instagram account which contains all the interesting photographs from the various Physicians for peace efforts in each of the 60 countries that it has served. Start by posting the organization’s YouTube Video (located at https://youtu.be/p02vRcL7d7w?t=125) to the organization’s Facebook, Twitter and (soon to be created) Instagram sites. This video makes a very compelling case for support. Rework the video to have two additional frames. One that specifies the fundraising goal with a graphic which shows how much of the goal has been raised; and also add a “Donate Now “frame that shows the URL for the Donate Page at the Physician for Peace official website.
Additionally, use Charity water as a benchmark for creating Physicians for Peace Instagram page
Charity water’s Instagram Page (Model for Physicians for Peace’s Instagram Page)

Instagram
Proposed Instagram Page for Physicians for Peace

YouTube Page for Physicians for Peace

Current YouTube Page
The Physicians for Peace YouTube page is a very well-constructed. The video is quite persuasive. However, this page could benefit from a Donate Now Tab that links back to the Physicians for peace webpage. . This video makes a very compelling case for support. Rework the video to have two additional frames. One that specifies the fundraising goal with a graphic which shows how much of the goal has been raised; and add a “Donate Now “frame that shows the URL for the Donate Page at the Physician for Peace official website.

Proposed YouTube Page for Physicians for Peace

Proposed YouTube page for Physicians for Peace

The above described strategy should provide a significant additional presence for Physicians for peace on social media thereby providing the organization with an expanded audience from which additional funds may be raised to help the organization continue and expand its mission and outreach. These proposed enhancements take into consideration the limited amount of Physicians for peace staff that is available for implementation Additional questions may be directed to members of Group 14 that includes:
Bronwyn Baumgardner: baumgardnebl@vcu.edu
Devon Fisher: fisherd3@vcu.edu
Autumn Menefee:
Christopher Smith: smithcd26@vcu.edu
Robert Tedder; tedderrc@vcu.edu

Part II
Proposed Project Outline
Overall Responsible Person: Devon Fisher

Physicians for Peace - Proposal Outline

I. Introduction (1 page): (provided during Week (Reflection).
Responsible person: Devon Fisher, Christopher Smith, Robert Tedder and Group 14 members
II. Social media strategy (6-8 pages):
Responsible person: Devon Fisher and Robert Tedder

III. Team social media campaign (5 pages):
Responsible person:
Bronwyn Baumgardner

IV Multimedia production (1 page
Responsible person: Devon Fisher and Robert Tedder

V. Fundraising strategy (1 page):
Responsible person: Devon Fisher __+ (anyone else who is interested) _

VI Tracking, evaluation and measurement (1 page):
Responsible person: TBD__________Chris Smith__________________

VII. Team social media campaign (5 pages):
Responsible person: Chris Smith

VIII. Multimedia production (1 page):
Responsible person: _ Devon Fisher and Robert Tedder

IX Future directions/thoughts (1 page):
Responsible person: _ Devon Fisher and Group 14 members

X. Names and Contact Info for Group 14 members
Responsible person: Devon Fisher
Bronwyn Baumgardner: baumgardnebl@vcu.edu
Devon Fisher: fisherd3@vcu.edu
Autumn Menefee:
Christopher Smith: smithcd26@vcu.edu

Our strategy crosses certain platforms to fully engage the public with Physicians For Peace. Using Facebook, the world’s most used social media platform, Physicians For Peace need to appeal to diverse demographics of people. Such as students. College students are known for their unique open-mindedness as well as their passion for culture. Using a story-telling method, Physicians For Peace can follow their workers overseas for progress reports involving culture, politics and community surrounding their work as a healthcare practitioner. This way, young people, old people and others,- not just college students can view Physicians For Peace as a well-trusted group of professionals dedicated to changing the world. This type of example is seen much more on PFP’s Twitter page. The cross analysis of all social media platforms used by PFP points to that their needs to be further integration. My team will keep creating ideas to compliment our campaign.


#2

Your team seems to do very well. Great organizations and team work! Please make one more effort to involve Autumn as well. Thanks!