About The Spread The Word Marketing Guide
CDC research has shown that many people, including those with arthritis, do not know that self-management education workshops exist in their communities. They also prefer to learn from people like themselves who have experienced and benefited from self-management education workshops. The goal of the Ambassador Outreach Strategy is to increase participation in these workshops by using community-based Ambassadors to promote the workshops and create interest through word of mouth. This guide gives step-by-step instructions and guidance to Coordinators on how to find and train Ambassadors. It also gives Ambassadors ideas and tools for marketing self-management education workshops.
Why Ambassador Outreach?
Studies have shown the benefits of participating in self-management education workshops. However, only a small percentage of people with chronic diseases actually participate in these types of interventions. Audience research, including focus groups and surveys, among people with arthritis has shown that most people, at least those with arthritis, do not know that self-management education workshops exist. This research has also shown that most people find out about available interventions through word of mouth from friends and family. The findings from this research inspired a grassroots approach, the Ambassador Outreach Strategy, which uses community-based Ambassadors to promote self-management education workshops.
How to Use the Web Site
The Spread the Word marketing guide includes three main sections that are designed to meet the needs of Program Coordinators, Person-to-Person Ambassadors, and Spokesperson Ambassadors:
- Coordinator’s Guide - [PDF - 5MB]. This guide is for the program staff members responsible for marketing and recruiting participants into CDSMP workshops. It includes information and tools for planning, implementing, and evaluating Ambassador Outreach efforts.
- Person-to-Person Ambassador Handbook - [PDF - 1.7MB]. This handbook is designed to provide customized tools for Person-to-Person Ambassadors who market self-management education workshops to individuals.
- Spokesperson Ambassador Handbook - [PDF - 1.5MB]. This handbook is for Spokesperson Ambassadors who work with groups of people to encourage participation in CDSMP workshops.
Text and materials are provided in PDF, Word, Excel and PowerPoint formats that can be downloaded and customized for each Ambassador or promotional activity. In addition, tips and tools are designated by icons throughout the guide and the handbooks to highlight supplemental information.
Spread the Word: Marketing Self-Management Education Through Ambassador Outreach
The Spread the Word marketing guide is a complete guide to the entire outreach process, from planning to evaluation.