Increasing Parent Awareness in the Southern Tier for Children with Autism

Increasing Parent Awareness within
the Southern Tier for Children with
Autism

An Integrated Marketing Communications Plan for
Increasing Parent Awareness within the Southern Tier for Children with Autism
By Katelynn Kolbe
IMC Class of 2015
IMC 830: IMC Campaign Project
Master of Arts in Integrated Marketing Communications
in the Graduate School of the
Russell J. Jandoli School of Journalism and Mass Communication
St. Bonaventure University, St. Bonaventure, New York
May, 2015
Approved __________________________________
IMC Program Director: Dr. Richard Lee, PhD
Date ______________________________________

A Special Thanks to:
Saint Bonaventure University IMC Faculty Members
My Family and Friends
Directions in Independent Living
Hillside Family of Agencies
Autism Services, Inc.
Summit &
Ben Smith
May, 2015
Acknowledgments

Table of Contents
Executive Summary ..... 1-6
Introduction..... 7-8
Product and Service Analysis..... 9
Digital Marketing..... 10
Competitive Analysis.....11
Financial Analysis.....12-14
Macro-Environment.....15
Secondary Research..... 16-17
Primary Research..... 18-25
SWOT Analysis..... 26
Overall Campaign Strategy..... 27
Persona Profile..... 28
Positioning..... 29-30
Creative Work Plan..... 31
Advertising..... 32-40
Digital and Social Media.... 41-42
SEO..... 43
Social Media..... 44-47
Content Marketing Plan..... 48
Campaign Time line/Budget..... 49-50
ROI..... 51
Evaluation and Conclusion..... 52-54
Sources and Appendices..... 55-64

The purpose of this research project is to increase parent awareness of services and
programs for autistic children and to encourage collaboration among four Western
New York agencies that will help and share services and programs for preschool
children, ages 3-6. The organizations encouraged to collaborate are Hillside Family of
Agencies, Autism Services Inc.,Summit, and Directions in Independent Living.
Executive Summary
1

Issue Description
Here within the Southern Tier, there is a shortage of programs and services needed
for young children with autism. Examples of needed programs and services include
transition services, after-school programs, respite, residential, and skill intervention.
An increase in awareness of existing programs would benefit autistic children and their
families.
Parental awareness will increase with the collaboration of shared services and
programs from four Western New York agencies: Hillside Family of Agencies, Autism
Services Inc., Directions in Independent Living, and Summit Educational Resources.
2

Agency Descriptions
Hillside Family of Agencies
One of the oldest family and youth nonprofits in Western and Central New York, Hillside
Family of Agencies provides health, education, and human services for children and
their families whose challenges are endangering positive outcomes. Services that
this agency provides are adoption, early childhood development, education and day
treatment services, plus many more. Hillside Family of Agencies has more than 2,400
staff members and can be found in locations within Western and Central New York.
Autism Services Inc.
Located in Williamsville, NY, Autism Services Inc. helps people with autism learn how
to function within society. Services and programs that help develop treating, educate,
and taking care of individuals with autism include adult day programs, supported
employment, recreation for autistic children, and many more. These services are only
available to children and their families who live in Western New York.
3

Summit Educational Resources
In the Early Autism Program, Summit provides Early Intensive Behavior Intervention for
children ages birth to 5. This program is available to autistic children. The Early Intensive
Behavior program resembles the applied behavior services, which addresses and
works with challenging behaviors. Services include therapy, counseling, and community
services.
Directions in Independent Living
Directions in Independent Living serves the public in three counties: Cattaraugus,
Chautauqua, and Allegany. The organization provides services and programs for
individuals who have intellectual and developmental disabilities. Directions works with
the Office of People with Developmental Disabilities, OPWDD, and has services and
programs such as Supportive Housing, Southern Tier Recovery Activities Without Walls,
and youth services. Directions in Independent Living is an independent center that works
with disabled children and adults to help find their independence.
4

The strategic purpose of this integrated marketing communications project is to:
• Increase awareness for parents
How?
• Educate and inform parents about shared services and programs
• Encourage collaboration with four Western New York agencies
We will accomplish these objectives by:
• Establishing working relationships with other Western New York agencies to increase
parent awareness
5

The Value of Merging Nonprofits
In the next five years, many nonprofit organizations will have decide whether
collaborating with other nonprofit organizations will make or break an agency. Issues
nonprofits have seen begin from the lack of a strong foundation. Examples include
lack of funding, lack of proactive strategies, and lack of donations. However, the idea
of agency collaboration will build stronger foundations for all agencies. Tactics such
as improving and increasing their plan and efforts, as well as increasing relationship
building outreach, will help keep agencies alive and well.
6

Introduction
What is autism? Autism is a developmental disorder that
affects an individual’s social and communication skills.
Autism can be developed through a mixture of factors.
Factor examples include genetics, parental health
behaviors during pregnancy, and birth complications.
Warning signs of these impairments include lack of eye
contact,restricted and repetitive behavior, and lack of
emotional perception. Parents of autistic children usually
notice these specific behaviors around the ages 2 or 3. 7

Aspergers
A type of Autism Spectrum Disorder,ASD, that occurs in higher functioning individuals. Impairment
of social interaction and repetitive behaviors appear often. There is no delay in speech or cognitive
development. Aspergers is usually classified as a mild type of autism.
Childhood Disintegrative Disorder
Another ASD that affects an individual’s language, social skills, and motor skills. An individual with
Childhood Disintegrative Disorder shows severe regression after a number of years of normal
development. Behavior patterns include repetitive and restricted mannerisms.
Rhett Disorder
An ASD that only affects girls. Rhett Disorder is a genetic disorder that affects the female’s
movement, coordination, and communication skill level. This disorder generally affects the
movement ability in female’s hands.
Pervasive Developmental Disorder- Not Otherwise Specified.
Pervasive Developmental Disorder- Not Otherwise Specified (PDD-NOS) is a term used to describe
the severe and pervasive impairments of social and communicative skills. PDD- NOS is an A-typical
form of autism because criteria for an autistic disorder is not met. This autism spectrum disorder is a
milder form of autism.
8

In nonprofit agencies, there is a difference between programs and services. Programs are
coordinated groups offered to individuals regardless of whether they have Medicaid. Services
are employment programs that are offered only to individuals who have Medicaid. Yet the
mission of offering both services and program is to provide individuals the help they need in
order to succeed in life.
Programs are available to anyone. Programs include support groups, individual rights,and
mental health support groups. Specific programs such as these are not billed by OPWDD.
Services are programs that are only given to individuals who qualify for Medicaid. The
OPWDD reviews and decides which individuals qualify for Medicaid based on an individual’s
disability. Service programs can be billable or grant funded through OPWDD. An example
of a billable service is a Medicaid Service Coordinator. An example of grant funded service
program is the Transition program.
Product and Service Analysis
9

Digital Marketing
Location Breakdown
Allegany, Cattaraugus, and Chautauqua counties need more services and programs
based on their geographical location, lack of transportation, and funding needed for
services and programs. Cutbacks in federal and state funding have created more of
these problems, then eliminating them. Government funding cuts have increased the
number of agency referrals from neighboring counties due to these issues.
10

The Rehabilitation Center is the leading competitor within Cattaraugus County.
Programs provided by The Rehabilitation Center are day programs, respite, and
vocational programs. The Rehabilitation Center also provides services. Examples
include residential, community rehabilitation and clinical services. The Rehabilitation
Center’s programs and services are provided to both adults and children and are
located within the Southern Tier in Olean, NY.
Strengths
• Locally well known
• Networking connections are increasing
Weaknesses
• Families are leaving for other agencies
• An increase in agency competition
• Only helps families located within Cattaraugus County
Competitive Analysis
Rehabilitation Center
The ReHabilitation Center’s
President and Chief Executive
Officer Mary Howard
11

Direction’s in Independent Living
Directions in Independent Living has nineteen employees, both full and part time
status. There are three employees who are responsible for services. These individuals
are Medicaid Service Coordinators, Care Coordinators, and Service Coordinators.
Coordinators responsible for providing services do so through New York State’s
financial providers: ACCESS VR and The Office of Mental Health.
ACCESS VR
Adult Career and Continuing Education Services Vocational Rehabilitation, (ACCESS-
VR), is a service provider that offers a full range of employment and independent
living services for individuals who have a disability. Examples of these services include
transition youth services, business services, and vocational rehabilitation. Funding for
these services are provided by New York State’s Education Department. The STAC
Reimbursement, Medicaid-in Education services, and educational grants are what
helps ACCESS VR to be as successful as they are.
Financial Analysis
12

Office of Mental Health
The Office of Mental Health is an organization that operates psychiatric centers across
the state as well as regulating over 4,500 programs provided by local government and
nonprofit agencies. The Office of Mental Health provides programs such as community
support, residential, family care, inpatient and output patient services. Funding for
these programs is provided by the Division of Quality Management. The Division of
Quality Management supports The Office of Mental Health mission by regulating and
overseeing their programs. The Division of Quality Management is funded through the
Department of Human Services. Both the Department of Human Services and The
Office of Mental Health are federal agencies. Funding for both federal departments
relies on the Office of the Commissioner, Ann Marie T. Sullivan.
Donors
Nonprofit organizations also accept multiple donations from donors. Donations are
given anonymously. At Directions in Independent Living, the largest donation amount
of $5,000 was given anonymously.
13

Financial sectors Year 2000 Year 2014
Annual Funding $300,000 $800,000
Liable to injury 90% 52%
Annual Events Unlimited $2,000
The funding environment for the organization is somewhat unstable and budgets are done on a
month to month basis. The chart below compares and contrasts between the years of 2000 to
2014. Due to the agency’s lack of financial data, years 2000 and 2014 were the only years that
had recorded financial data.
• In year 2000, annual funding was lower due to fewer financial partnerships. In 2014, an
increase in financial partnerships with ACCESS VR, Office of Mental Health, and Office of
People With Developmental Disabilities helped more than double the agency’s annual finding.
• Liability to injury means the agency is responsible for any injury it may cause to any of its
participants. Between 2000 to 2014, liability for injury has decreased because more insurance
liabilities were received. Examples include employee benefits and self insurance liabilities.
• There is no record of how much fundraiser money was spent in 2000. However in 2014, a set
limit of $2,000 was determined by Directions in Independent Livings board members.
14

Macro-environment
Economic
• Programs are not available due to New York State’s budget
• Choice of children services is limited due to New York State’s budget
• No public transportation connecting Chautauqua, Cattaraugus and Allegany counties
Demographic
• Children with autism are likely to have an autistic sibling
• Programs and services are not decided on a child’s family income
• ASD does not depend on race, gender, or other demographics in children
Technological
• iPad applications have been used inside school districts to improve social and visual
skills
Cultural
• Issue of vaccines developing autism
15

Secondary Research
Economic
New York State has decreased the Miscellaneous Special Revenue funds and Local
Assistance Accounts for Office for People with Developmental Disabilities, OPWDD. The
Miscellaneous Special Revenue funds have decreased from $85,000 in 2004 to $20,000
in 2015; as well as well as the Local Assistance programs from $1,010,298 in 2004
to $909,769 in 2015. These funds help establish local Developmental Disability State
Operation Offices, (DDSO), to create and improve programs and services to both children
and adults. Children who are eligible for DDSO services and programs are reviewed by
the OPWDD. The Developmental Disability State Operation Office, (DDSO) that covers
Chautauqua, Cattaraugus, and Allegany counties is located in West Seneca, NY.
Transportation is a major concern because there is limited transportation within the
counties. Public transportation such as Chautauqua Area Regional Transit, Olean Area
Metro System, and Access Allegany only provide transportation within metro cities. Taxi-
cab companies, such as Allie-cat, only provide service to individuals within their maximum
radius. Therefore, parents who depend on public transportation can not meet their child’s
service needs because of the geographical location.
16

Demographic
Autism Spectrum Disorders, ASD, tend to run within families. Scientific research has
found that autism can be inherited through genetics. One out of 68 children nationwide
will be diagnosed with autism at some time in their lifetime. If a parent is diagnosed, the
chances of a child also being autistic is 50%. The same concept applies if a parent has
more than one child. The chances of having another child with autism rise up another
2% to 6%.
Technological
iPads help children with autism develop a sense of control. Children at a young age
know that something is supposed to happen when tapping on an iPad screen. The
iPads also help young children increase their communication skills through ipad
applications. Apps such as Wonkido and TapToTalk helps young children to interact
socially with other people.
Cultural
The Center for Disease Control and Prevention published an article on parental
concerns about vaccines and vaccine ingredients. Research on vaccines and their
ingredients has determined that there is no relationship between ingredients, such as
thimersol, and autism. However, the public still questions and debates the link between
vaccines and autism despite scientific findings.
17

Primary Research
The purpose of this research was to gain information about potential programs and
services that are missing for children who have autism. Knowledge was gained
throughout secondary research within four Western New York agencies. Two types
of qualitative methods were used to determine awareness among professionals and
parents. These methods consisted of a focus group and five detailed interviews.
Purpose
18

Focus Group
Method:
The focus group consisted of five individuals who all have children who are diagnosed
with autism. Each individual (all females) discussed her opinions on the topic of
whether shared services and programs from agency collaboration would increase
parent awareness and engagement. Each individual was given a focus group script
and survey. The survey contained questions to gather background information.
Questions included education level, occupation, date of birth, gender, and if the
individual knew someone with autism, when was that individual diagnosed. The
script was detailed to maintain structure and order within the focus group. The script
contained rules and questions for each parent to follow. The script contained the
following questions:
1) In your opinion, will collaborating with agencies sharing services and programs
benefit young children?
2) What types of programs are missing for children ages 3-6?
3) A year from now, name a specific program that you would like to see throughout all
Southern Tier counties.
19

Questions continued..
4) What is the biggest obstacle a parent must face between these ages?
5) What are some ways agencies can do to increase engagement for these potential
services and programs?
6) Do you believe parents are in denial that there is nothing wrong with their child?
7) Who are you and your child’s support systems at this time?
8) Who are the child’s support systems at age 4 with no OPWDD services or
programs?
9) Do you believe collaboration with agencies can increase awareness?
10) How can awareness be spread?
Focus Group Objective
The purpose of conducting a focus group was to gain information about whether or not
parents are aware about potential services and programs the four Western New York
agencies can offer them.
20

Focus Group Findings, Implications, and Examples
Finding: Parents have to drive far to get the right services and programs needed for
their child.
Implication: Increase in agency collaboration would make less travel time for
parents and their children.
Example: “As a working parent it is hard to transport my child to programs in Buffalo
since I work in Allegany”
Finding: Therapies such as Occupational Therapy and Music Therapy are limited
within Southern Tier counties.
Implication: More intensive therapies would be available if an increase in agency
collaboration occurred.
Example: “I have observed children who have had music and/or occupational
therapy. Their sensory skills have improved dramatically from when they first started”
21

Finding: A handful of parents are in denial that there is nothing wrong with their child.
Implication: Parents have to self- advocate for their child at this age. They also
misinterpret information given about potential services and programs.
Implication: Agencies will educate parents what services and programs they offer.
Example: “Parents will always be in denial that there is something wrong with their
child. For them its personal, your talking about their child”
Finding: Nontraditional marketing has worked to spread awareness.
Implication: More donations, print advertisements, and referrals would increase
awareness even more through both agencies and parents.
Implication: Word of mouth marketing tactics will increase agency collaboration.
Example: “Event t-shirts are a big sell when talking about non-traditional marketing”
22

Interviews
Method
Three one on one interviews and one group interview from Early Intervention
were conducted with five professionals within the Southern Tier. Backgrounds
of these professionals were based off of personal and professional experiences.
Participants were asked ten questions, both open and close ended questions.
Examples of the questions are as follows:
1) What is your background?
2) What were your responsibilities?
3) What was your experience like?
4) What were the benefits of working?
5) Did you have to acquire grants?
6) Which age range needs more support?
7) What programs are available within the Southern Tier?
8) Are parents aware about programs and services directed towards autistic
children?
9) Do you think collaboration of agencies will help increase parent awareness?
10) What marketing adaptations will increase parent awareness?
23

Interview Objectives
The purpose of interviewing former special education and human service
professionals was to develop reasons why parents are not aware of potential services.
Another objective was to gain feedback from professionals who have worked with
young autistic children. Feedback responses from professionals relied heavily on
their experiences. Yet responses from Early Intervention gave out more information
pertaining to working with other nonprofit agencies.
24

Finding: Elementary and younger children need more services and programs within
the Southern Tier.
Implication: Parents are not properly informed of possible services and programs.
Implication: Agencies will educate parents what services and programs they offer.
Example: “Agencies need to know how to market to parents of autistic children”
Finding: Service and programs are increasing awareness through word of mouth
referrals.
Implication: Touching base and working together with other nonprofit agencies will
increase parent awareness.
Example: “Local agencies need social media presence”
Interview Findings, Implications, and Examples
25

SWOT Analysis
Strengths:
• Services are peer based
• Programs serve young children in three
counties
• Expansion of potential services
• Parents build a business relationship
with agencies
Weakness:
• Services are budget based
• Programs are grant funded
• Staff usually coordinates more than
one program
• Eligibility for services consists of a long
detailed process
Opportunities:
• Awareness of county wide services and
programs are increasing
• Collaboration of agencies is a
possibility
• Family referrals happen between
agencies
• Business engagement within local
communities are increasing
Threats:
• Competition for funding is increasing
• Potential cuts in federal and state
grants
• Competition of agency reputation is
increasing
• Potential cuts of agency employees
Below is a SWOT analysis that analyzes the general strengths, weaknesses,
opportunities, and threats of all four nonprofit organizations. Each section contains
specific information gathered from the four nonprofit organizations: Hillside Family of
Agencies, Summit Educational Resources, Autism Services Inc., and Directions in
Independent Living.
26

Overall Campaign Strategy
Overall campaign strategy:
The objective of this campaign is to increase awareness for parents whose children
are autistic. The campaign will only focus on parents who have autistic children,
ages 3 to 6. This campaign will outreach to parents who live within Chautauqua,
Cattaraugus, and Allegany counties. The direction to increase awareness will focus
through traditional advertisements, non-traditional advertisements, and word of mouth
tactics.
Financial Objectives:
• Increase new client base
Marketing Communications Objectives
• Increase awareness of Southern Tier shared services and programs
• Increase parent engagement
• Increase the collaboration of four agencies
27

Eileen and Colton Smith are parents
of a three year boy named, Alex who
has recently “graduated” from the Early
Intervention program in Cattaraugus
County. Alex has been recently
diagnosed with ASD, Autism Spectrum
Disorder.
Eileen, Colton, and Alex have only
lived in Cattaraugus County for a
little over a year. However, last year,
Eileen noticed delays in Alex’s speech.
She had him tested through multiple
assessments. The results however
came back negative for the most
common intellectual and developmental
disabilities. As the year progressed,
Alex became nonverbal and unable to
communicate with friends and family.
After being diagnosed at age 3, Alex
had no services or programs lined up
for him. Both Eileen and Colton had
no idea where to look for help. After
researching agencies that help younger
children, Eileen decided to call Directions
in Independent Living and set up an
appointment.
Staff members from Directions in
Independent Living gave her information
about which services they provided;
as well as other programs other
Western New York agencies offered.
Staff members from DIL called Autism
Services Inc. and explained which kind
of services Alex would need to succeed.
Not only would Alex received services he
needs, but other services that could help
him in the near future.
Personal Profile
28

Parents are not aware of the services available for their children. Agencies will
provide resources needed for autistic children. Collaboration from multiple agencies
will increase services and programs needed for autistic children in a timely matter.
Agency productivity will determine which services will be based as a need than as a
want. The response rate will determine the open communication between the parent
and agency providers. The response rate determines how quickly a child will receive
treatments rather then being placed on a wait-list.
Positioning
29

Perception Map
• Placements of agency responsive and not responsive classifications
represent agency acknowledgment and reply rates.
• Placements of agency productive and not productive distribution
acknowledges an agency’s power to produce more programs and
services.
30

Background
• It has been discovered that one out
of 68 children nationwide will be
diagnosed with a form of autism. Autism
is a developmental disorder that affects
the social interaction of an individual.
Children as young as 2 years old are
diagnosed with ASD, Autism Spectrum
Disorder.
Target market
• Parents who interact with autistic children
ages 3-6
What do they think
• Parents within the Southern Tier are “lost”
trying to find services for their children
What would we like them to think?
• The collaboration of Western
New York agencies will take on
the responsibility of finding and
providing services for autistic
children
What is the single most persuasive
idea we can convey?
• Finding the right treatments and
services will help benefit their
children in the long haul
Why should they believe it?
• Services and programs are based
as a need to increase a child’s
social skills
What is the tone of voice?
• Executed as strong and
informational
Creative Work Plan
31

A 30- second radio advertisement will be placed on air in September. This
advertisement will target parents who have children diagnosed with autism. The
message behind this radio announcement is a Public Service Announcement for
assistance programs within the Southern Tier.
Placing a radio advertisement will meet a goal in creating awareness for programs for
children who are diagnosed with ASD. The goal will be met by informing listeners of
available services and programs. As a public service announcement, the tone of voice
will be empathic and strong.
Stations will include:
• The Mix:101.5 FM- Commercial will air once between 7:00 AM - 10:00 AM
• Bob the Pig: 95.7 FM- Commercial will air once between 7:00 AM - 10:00 AM
• The Hero:100.1 FM- Commercial will air once between 4:00 PM- 7:00 PM
Radio
Advertising
32

Provided is the
script of the 30
second PSA.
33

A 30- second commercial will advertise another PSA for children and autism.
The purpose of the commercial is to attract viewers and to educate and engage
them how potential programs can help treat children with autism.
The PSA will be viewed in black and white with music symbols demonstrating
how a child’s mind works. Scattering of these symbols demonstrates how a
child’s mind works without services. Music symbols in order demonstrate how
services help a child in need.
Channel 4 - Commercial will air once daily at 7:00 AM
The commercial will air the second week in April for “Autism Awareness”.
Television
34

Guerrilla Marketing
Guerrilla marketing advertisements will be placed on staircases in all tri-county child
organizations and elementary schools. Advertisements will focus on potential services
and programs provided to younger children with autism. Each staircase will have
simple messages focused on particular services. For example, stairs acting as piano
keys will develop simple messages stating that music therapy will be provided through
Summit Educational Resources.
36

Brochures
Brochures will be distributed throughout the Southern Tier’s local communities.
The four Western New York agencies, Hillside Family of Agencies, Summit, Autism
Services Inc., and Directions in Independent Living will have the brochures placed
near the front desk for clients who are interested in shared services. Representatives
from each agency will also provide new family members a brochure. The brochure will
display general information about each agency and what services or programs agency
providers provide. This item will display questions and answers about the services itself
and how shared services can young autistic children in the long run. The brochure’s
tone is informational and factual.
38

Word of Mouth
The goal is to increase parent awareness about the developmental disorder
of autism. This tactic will be used when parents of autistic children carry on
conversations with other parents. It is a tool that will be used referral tactic to
provide shared services and programs within the following counties: Chautauqua,
Cattaraugus, and Allegany. This reference tool will provide parents to refer other
families they know to agency providers who have services and programs.
“Branching off” in the word of mouth plan will compose as the action plan. The
number of referrals will reflect how and which types of services and programs autistic
children will need. Programs will consist of transition services, and respite programs;
while services include occupational, physical, and speech therapies.
40

Digital and Social Media
Website
The site-map determines how each agency will
share a unified website. The site map describes
the collaboration of agency shared services and
programs. This will provide information to parents
since their is no unified agency website available.
The site map’s call to action is to display a simple
informational backbone of the unified website. The
website will be accessed to parents and agencies
involved within the collaboration. Examples across
show the simplicity of the mobile website. Smart
phones and tablets will give out information about
what and where programs are located, about the
agency, and updated information.
41

Key
• Black boxes
represent
programs
offered.
• Blue boxes
represent
services offered.
• Red boxes are
potential autistic
services and
programs.
42

SEO
Search Engine Optimization will be useful to parents when accessing a Google
search. Parents can find agency providers through their own websites. Programs and
services can be found not only through the agency providers website, but through the
“agency” unified website as well. The Search Engine Optimization gives parents to
search for references for young autistic children.
Key words
• Autism
• Chautauqua
• Cattaraugus
• Allegany
• Preschool age children
• Intellectual/developmental disabilities
43

Instagram will help increase the usage of social media by displaying photos of young
autistic children working with staff members from agency service providers. Parents
will be able to give permission to agency providers to display photos of their children
online. Images of children involved within a program or service send a stronger
message to parents who are still on the “fence” on whether or not to receive help that
will benefit the children.
Blogs will give parents a resource to seek help or concerns from other parents who
have autistic children. Parents can write about their stories and experiences about
daily routines, behaviors, etc.
Videos will demonstrate a child’s progress before attending preschool. Parents who
give consent can have videos uploaded on YouTube. Videos will contain the child’s
first few sessions working within an agency’s service or program, then the last few
sessions towards the end of the program. Videos act as a tool to engage parents what
is needed for the child when the child attends preschool.
44

Seminars will be available to parents to educate themselves about the potential
services and programs each agency provider will provide them. The target market
will receive updated information from representatives from each agency provider.
Seminars will focus on topics from one service and one program from the four Western
New York agencies. Seminars will give parents to ask questions that agency service
representatives could answer.
Facebook and Twitter will act as tools to increase social media. Parents will be able to
post and tweet updated information about the shared services and programs provided
by the four Western New York agencies.
45

Social Media
Project Idea Primary Goal Priority Description Launch Time
Create an
Instagram account
To increase
awareness through
the usage of social
media
Medium Displaying
photos of
autistic children
in the potential
services
5/1/2015
Instagram
Blog
Create a blog for
hubblog.com
To gain feedback
and establish a
dialog with the
community.
High Parents can share
stories and concerns
about their children
4/1/2015
Videos
Develop
videos of a
child’s program
process
To increase
awareness
through YouTube
followers
Low “Show” the
progress of a
child
7/1/2015
46

Seminars
Create free
Seminars
To educate
parents about
potential services
and programs for
autistic children
High Each seminar
will describe
specific topics of
all services and
programs
4/1/2015
Facebook and Twitter
Create
Facebook and
Twitter accounts
To increase
awareness
through the
usage of social
media
Medium Parents will
be able to
post positive
and updated
information
regarding the
shared services
and programs
the agencies will
provided
6/1/2015
47

Content Marketing Plan
Each month will demonstrate
different theme topics.
Television Commercials
will focus on what services
are provided; as well as
school related topics. Radio
commercials will gear towards
safety traveling. Word of
mouth will focus on improving
parent awareness thorough
guerrilla marketing topics
as conversation starters.
Examples include different
services and programs
offered.
Monthly Editorial Chart
48

Campaign Time Line
The campaign timeline will start in March due to the following state
funding. The timeline will run annually from March to February each year.
March April May June July August September October November December January February
Instagram X X X X
Blog Post X X X X X
Facebook X X X X X X X X X X X X
Twitter X X X X X X X X X X X X
Radio X X X
FreeSeminars X X X X
Television Commercials X X
Guerilla Marketing X X
Brochures X X
49

Campaign Budget
Advertising Social Media
Promotions
Total Campaign Budget
$3,055
Expense Notes Cost
Social Media
Instagram Instagram account $0
Facebook Facebook account $0
Blog Post Blog account on $0
hubbuisness.com
Twitter Twitter account $0
Total
$0
Expense Notes Cost
Aware and Engagement Promotion
Seminars County wide seminars $0
Guerilla Marketing Tri- County classroom staircases $1,000
Brochure quantity of 500 colored $155
Total
$1,155
Expense Notes Cost
Advertising
Radio Commercials Program Awareness $900
Television Commercials Service Awareness $1000
Total
$1900
50

Return on Investment
• The $3,055 investment will increase parent awareness by 20%
• Pre and post surveys will conduct before and after progress of parent awareness
• Pre and post surveys will give and determine an ROI budget for parent awareness
51

Evaluation
Evaluation strategies for each tactic were developed in consideration of each overall IMC
objective.
Survey
1) Please state date of birth: ____________________________________
2) Please circle your gender: Male Female
3) Please state your race: _______________________________________
4) Please state your occupation: _________________________________
5) Circle your highest education level:
GED HS Diploma Associates
MA/MBA PhD B.A/B.S
6) Do you know someone that has ASD (Autism Spectrum Disorder)?
Yes No
7) If yes, at what age was this individual diagnosed?
____________________________________________
8) On a scale 1 to 5, 1 being least knowledgeable and 5 being most knowledgeable, what is your
education level on Autism?
1 2 3 4 552

Campaign Objective- Social Media:
• To increase awareness for parents regarding shared services for autistic children.
Measurements
• Facebook will be measured by a post’s number of “likes”; as well as the number of
times a post has been shared.
• Twitter will be evaluated through Twitters statistics. Statistics include number of
followers VS. following, mentions, and re-tweets.
• Instagram will measure comments, most engaged followers, likes received, and
amount of photos available on Twitter.
• A blog (Hubblog.com) account will be reviewed through Google Analytics.
53

Conclusion
Here in the Southern Tier, preschool aged children are considered “lost” because there
are hardly any services for them after graduating from The Early Intervention program. In
some cases, children who are attending preschool will obtain a handful of services while
at school. For children not attending preschool, the difficulty of obtaining services is near
impossible. The steps of going through the OPWDD, Office of People with Developmental
Disabilities eligibility process can take months or several years to complete.
The collaboration of four Western New York agencies may speed up a child’s eligibility
process if program awareness is spread. Children who are diagnosed with autism can
receive needed services if known. Services may include Vacation Respite, Transition, etc.
Collaboration of agencies is becoming more of a norm because services and programs
are being based on children’s needs. Needs include occupational, speech, and physical
therapies.
54

Sources
Autism Services Iinc. (2015, March). Retrieved from Autism Services Inc. : http://autisticservices.org/
Center for Autism Spectrum Disorders. (n.d.). Retrieved September 28, 2014, from
http://www.nationwidechildrens.org/autism
Cheek, P. (2015, February). Director. (K. Kolbe, Interviewer)
Desktop & All-in-One Computers. (2014). Retrieved September 21, 2014,
From http://www.bestbuy.com/site/Computers-PCs/Desktop-Computers/abcat0501000.c?id=abcat0501000
Department, U. o.-N. (2014, November 26). Adult Career and Continuing Education Services-Vocational
Rehabilitation. Retrieved from ACCESS-VR: http://www.acces.nysed.gov/vr/
DeSimone, K. (2015, February). Lecturer. (K. Kolbe, Interviewer)
Directions in Independent Living. (2010). Retrieved August 31, 2014 from http://oleanilc.org
Directions in Independent Living. (1996, January 1). Retrieved September 12, 2014,
From http://www.alexa.com/siteinfo/oleanilc.org
Directions, Olean NY. (n.d.). Retrieved September 21, 2014,
From http://socialmention.com/search?q=Directions in Independent Living &t=all&btnG=Search
Fisher, D. A.-C. (2015, February). Assistant professor. (K. Kolbe, Interviewer)
Hauser, D. R. (2015, February ). Program Director, Differentiated Instruction. (K. Kolbe, Interviewer)
55

Hillside Family of Agencies. (2015, March 9).
Retrieved from Hillside Family of Agencies : hillside.com
How Far Did Your Tweets Travel? | TweetReach. (2014, January 1).
Retrieved September 13, 2014, from http://tweetreach.com/
Office of Mental Health. (2015, February 27).
Retrieved from Office of Mental Health : http://www.omh.ny.gov/
State, N. Y. (2012, January 25). Office for People with Developmental Disabilities .
Retrieved from Welcome to OPWDD: http://www.opwdd.ny.gov/
Summit Educational Resources. (2011).
Retrieved from Summt Educational Resources: https://www.summited.org/
56

Individuals diagnosed with autism are also known to be on the spectrum. Autism
Spectrum Disorders, or ASD, contains of a large spectrum developed from an
individuals intelligence functioning skill level. Children who have a high IQ; are
considered higher functioning individuals. Children who have low IQ’s; are considered
low functioning individuals. Included within the spectrum determines an individuals
severity level. Children with ASD’s can have mild, moderate, or severe cases of
autism.
Appendices
57

Classification of Autism
Individuals on the spectrum may classify in one of autism spectrum disorders. Autism
spectrum disorders include classic autism, asperger’s, childhood disintegrative
disorder, rhett disorder, and pervasive developmental disorder- not otherwise
specified.
58

Focus Group Script
I. Participants Arrival
Have the participants write their first names on a blank card with black marker.
Participants will then complete the focus group survey.
II. Welcome and Study Purpose
Hello! My name is Katelynn Kolbe and I will be the moderator for this academic
study. I want to thank you for taking the time out to share some of your thoughts
and opinions regarding shared services for children who are diagnosed with autism.
Today you were asked to participate in a discussion regarding whether Southern
Tier counties; Chautauqua, Cattaraugus, and Allegany should share services and,
or programs for children who are diagnosed with autism. With me, I have a series of
questions regarding this sensitive topic. Please do not hesitate to give your answers
since there are no right or wrong answers. All I expect is your honesty. Everything
you say will remain confidential and anonymous.
59

III. Rules
There are a few rules that I want to elaborate on though.
First, everyone’s opinion is very important. Therefore, if everyone can raise their hand
when wanting to speak, I would greatly appreciate it.
Second, this tape recorder is referenced as a guide for me throughout our discussion.
Recording your answers will not only provide me your feedback, but I can also interact
with your group more, while taking notes.
Third, I will save time at the end to discuss any questions anyone may have for me.
Fourth, after the discussion and Q/A section you are free to leave.
So let’s begin by going around the room, introducing ourselves. I would like you to tell
me and your fellow peers’ general information about yourself. Examples can include
your name, occupation, etc.
60

IV. Questions
1) In your opinion, will collaborating with agencies sharing services and programs
benefit young children?
2) What types of programs are missing for children ages 3-6?
3) A year from now, name a specific program that you would like to see throughout all
Southern Tier counties?
4) What is the biggest obstacle a parent must face between these ages?
5) What are some ways agencies can do to increase engagement for these potential
shared services and programs?
6) Do you believe some parents are in denial that there is nothing wrong with their child?
7) Who are your and your child’s support systems at this time? (Can be family, agencies,
school etc.)
8) Who are a child’s support system at age 4 with no OPWDD services or programs?
9) Do you believe collaboration with agencies will increase awareness?
10) How can awareness spread? 61

V. Additional Information
Follow up questions will determine on participants answers. Questions stated above will
provide guidance to have the discussion flow freely.
VI. Questions for Participant
Earlier I stated that I would leave time for all you to ask questions if you had any. Do
you have any questions for me?
VII. Closing Statement
I want to thank each and every one of you for taking the time to come out to discuss
your thoughts and opinions. Your feedback has been very helpful. This concludes our
focus group. Please drive safe and thank you for your corporation.
62

Focus Group Background Survey:
1) Please state date of birth: ____________________________________
2) Please circle your gender: Male Female
3) Please state your race: _______________________________________
4) Please state your occupation: _________________________________
5) Circle your highest education level:
GED HS Diploma Associates
MA/MBA PhD B.A/B.S
6) Do you know someone that has ASD (Autism Spectrum Disorder)?
Yes No
7) If yes, at what age was this individual diagnosed?
____________________________________________
8) On a scale 1 to 5, 1 being least knowledgeable and 5 being most knowledgeable,
what is your education level on autism?
1 2 3 4 5
63

Interview Questions
1) What was your experience like: classrooms vs. agencies?
2) What were your responsibilities?
3) Which age range needs more support?
4) Do you believe collaborating agencies will help increase awareness?
5) What were the benefits of your experience?
6) What programs are available in the Southern Tier?
7) Do you think parents are aware of these programs?
8) What grants did you write?
9) If no, what grants would you like to write to obtain potential programs?
10) How can awareness spread?
64

Increasing Parent Awareness in the Southern Tier for Children with Autism

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