Fallon Bevino

CM-227 Final Project

4/26/17
HHHW & HHHW for Families
Goals:
 To Inform publics and raise awareness of HHHW for Families
 To receive and raise public and private funding for HHHW for Families
Objectives:
 Increase donors/funding by 15%
 Partner/become affiliated with 5 pediatric cancer foundations (St. Baldricks, The Cure
Starts Now, Love Your Melon, Ronald McDonald House, etc,)
 Become regionally ranked and recognized
Strategies:
 Affiliation with Hole in the Wall Gang and Camp Rising Sun
 HHHW is the only program in the region that provides such extensive therapy for
families of patients
 The New Pediatric Wing was built with an additional open room(ballroom layout) which
can now hold events to raise money for the hospital and HHHW for Families program
and be rented out for functions
 The Pediatric department features two of the top Pediatric doctors in the country
o 1 Peds(pediatric) oncologist
o 1 peds surgeon
Tactics:
 Bring HHHW’s “Family Therapy” at “Camp Rising Sun” and “Hole in the Wall Gang”,
foundations that run summer camps for seriously-sick children and their families, in
efforts to make them feel less like patients and more like regular children and families.
o Implementing HHHW’s for Families program at these camps will provide an
immense name for the program and make it known throughout the whole
country and by doctors, families of sick children, and the people who can make
this program stay up and running.
 Inviting local journalists, broadcasters, pediatricians, family therapists and oncologists
for a tour of the state-of-the-art pediatric wing and a personal “Family Therapy
Experience”
 Press release about HHHW and HHHW for Families being the only hospital in the New
England Region to provide such an extensive level of family therapy
Media Outlets:
 Ted Glanzer @ Hartford Courant
 Tina Donvito, Parents.com
 Savannah Guthrie @ NBC’s Today Show
 Sasha Emmons @ Parenting Magazine
 Robin Roberts, Good Morning America
 Press Release #1

FOR IMMEDIATE RELEASE

Hartford Hospital for Health and Wellness Announces HHHW for Families
HHHW Pediatric Dept. pioneers’ non-profit therapy program for families of patients

HARTFORD, CT., April 10, 2017- The Hartford Hospital for Health and Wellness (HHHW)
became the first hospital in New England to introduce its HHHW for Families program. The
non-profit program features various therapies such as yoga, meditation, knitting and art.

An 8-year long research study done by the hospital examined the effects of therapy on parents
and guardians of pediatric patients. The results concluded that parents who participate in
something creative, relaxing, and productive, are less likely to suffer from depression and more
likely to be stronger, physically and mentally, to support their children during their illness.

“Our new program was created to support the loved ones of our pediatric patients. Behind every
one of our strong, pediatric warriors, is the family and caretakers, who help make them as strong
as they are,” said Donna Tracy, HHHW’s head child and family psychologist.

A trio of experts in their fields worked closely with Tracy to create this program. The team is
comprised of Dr. Sue Levinson, a leading psychologist specializing in family therapy, Mary
Smith, a physical therapist with a specialty in art therapy, and Linda Green, a certified yoga
instructor and has written 5 books about knitting therapy.

“When it comes to your child, and his/her health, nothing else matters. It’s hard for parents to see
the toll that parenting a sick child, takes on them. That’s why we’re stepping in and offering our
help,” says Dr. Levinson.

The variety of therapy options is offered to the parents and/or guardians of any child receiving
inpatient or outpatient care at the hospital and is free of charge.

HHHW for Families works closely with the hospitals social workers to help create schedules for
the children and families to follow. Social workers create an extensive schedule for parents that
includes their child’s treatments, medicine schedules, and noted times when mom and/or dad can
participate in therapy while their child is being kept busy.

“The calendar our social worker made for us allowed us to plan ahead, feel good about stepping
away to do yoga, and gave us peace-of-mind knowing when and where our daughter would be
while we were doing so,” said Mark Sheehan, father of HHHW pediatric patient.
HHHW for Families is being housed in the brand new, state-of-the-art Pediatric wing of HHHW.
The new wing was finished in mid-December 2016.

The pediatric department dedicated a special center of the Pediatric Wing to the family therapy
program that features an outdoor Zen Garden, a top-of-the-line art room, a studio for yoga, and a
lounge room.

“I’ve noticed an immense increase in morale in parents AND patients, in the one month since
this program launched,” said Dr. Lena Hurkaw, a pediatric surgeon at HHHW.

ABOUT HHHW & HHHW FOR FAMILIES:

Hartford Hospital of Health and Wellness (HHHW) is located in the downtown area of Hartford,
CT. For fifty years, the hospital has served local and regional patients. It is the third largest
hospital (number of beds and doctors/staff) in CT, and fifth in the state overall (behind YALE
and UCONN) for research, treatment, service, and facilities. HHHW for Families is the new non-
profit therapy program that comes along with the addition of the brand new, state-of-the-art
Pediatrics wing. The therapy program provides various therapy outlets and methods to families
of the hospital’s pediatric patients. For more information on the hospital, its new program, and
how to donate to HHHW for Families, visit www.hartfordhospitalhw.org.

Contact: Fallon Bevino. Publicist for HHHW. 203-990-0727. bevinof@mail.sacredheart.edu

 Press Release #2

FOR IMMEDIATE RELEASE

HHHW Announces First Annual “Unity Gala”

Anonymous donor to sponsor event to raise money for non-profit Family Therapy Program

HARTFORD, CT., April 22, 2017- Hartford Hospital for Health and Wellness (HHHW)
announced its first annual “Unity Gala” to raise money for its non-profit, “HHHW for Families”.
On August 26, 2017, the inaugural “Unity Gala” will take place at HHHW’s brand new ballroom
located on the lower level of the Pediatric Wing. The gala is made possible by a very generous
donor who requested to sponsor such an event.

HHHW for Families is the first-of-its-kind therapy program specialized for parents of HHHW’s
pediatric patients. The program is based off of the support of private and public funding, and can
only continue with financial support.

“We are so thrilled to host this event so soon since the start of this program. The earlier we are
able to start giving this program more financial backing, the more successful it will be,” said
hospital director, John Stratton.

HHHW for Families gained regional attention when it became the only program in New England
to offer therapy to tend to parents, and not just patients. The gala looks to educate guests on the
importance of the well-being of parents and caretakers during their child’s illness, while also
sharing the benefits of family therapy.

On the list of invitees are regional pediatricians, doctors, surgeons, politicians, media outlets and
current donors/sponsors. Also attending the Gala will be CEO’s and board members of the
nation’s most successful pediatric cancer/illness foundations such as St. Baldricks, The Cure
Starts Now, Alex’s Lemonade Stand, and many more.

“You don’t realize you need the support and help, until someone hands it to you. And that’s what
my wife and I got from HHHW for Families. It’s programs like these that we need to keep
around and see more of,” said Tom Hiland, father of pediatric patient.

Some of HHHW’s pediatric patients and their families will also be in attendance to enjoy a night
of food, music, dancing, and raising money for a good cause. Local caterers and bands have
already volunteered to work the event, allowing the hospital to put more money towards the
program.
The announcement of the “Unity Gala” comes 4 months after the opening of the new Pedatric
Wing and just one month after the launch of HHHW for Families.

“We’ve seen so much growth and success in HHHW for Families in just one month, it’s heart-
warming to see the positive effects our program is having on our patients and their families. It
just reminds us how important it is to ensure this program stays up and running,” says Donna
Tracy, HHHW’s head child and family psychologist.

HHHW is still accepting and looking for volunteers and donations of any type for its “Unity
Gala” in August. If interested, contact John Stratton, hospital director.

ABOUT HHHW & HHHW FOR FAMILIES:

Hartford Hospital of Health and Wellness (HHHW) is located in the downtown area of Hartford,
CT. For fifty years, the hospital has served local and regional patients. It is the third largest
hospital (number of beds and doctors/staff) in CT, and fifth in the state overall (behind YALE
and UCONN) for research, treatment, service, and facilities. HHHW for Families is the new non-
profit therapy program that comes along with the addition of the brand new, state-of-the-art
Pediatrics wing. The therapy program provides various therapy outlets and methods to families
of the hospital’s pediatric patients. For more information on the hospital, its new program, and
how to donate to HHHW for Families, visit www.hartfordhospitalhw.org.

Contact: Fallon Bevino. Publicist for HHHW. 203-990-0727. bevinof@mail.sacredheart.edu

 Press Release #3

FOR IMMEDIATE RELEASE

HHHW for Families Partnering with Hole in the Wall Gang, Camp Rising Sun
Family therapy program to introduce services at camps for sick children and their families

HARTFORD, CT., April 25, 2017- Hartford Hospital of Health and Wellness (HHHW) has
announced its partnership with Hole in the Wall Gang and Camp Rising Sun. These two
organizations run camps around the country and world specifically for sick children and their
families. HHHW for Families will debut its new program at the Hole in the Wall Gang located in
Ashford, CT the first weekend in June.

HHHW for Families is the hospitals new program designed to provide families of young
patients’ therapy and support. This program is the only one of its kind in all of New England.
The therapeutic program includes yoga, meditation, art and knitting therapy’s.

“Implementing our therapy program into Camp Rising Sun and Hole in the Wall Gang camps
will not only inform thousands of children, parents, and families of our brand-new Pediatric wing
and program, but it will extend the help we provide beyond the walls of our hospitals,” said
Donna Tracy, HHHW’s head child and family psychologist.

With this new partnership, HHHW hopes to raise awareness of its brand new Pediatric Wing,
HHHW for Families, and encourage patients and families to consider them as the hospital of
choice for their children’s medical care.

These two organizations first originated in CT, while Camp Rising Sun has remained only in CT,
Hole in the Wall Gang has branched out to other parts of the nation and around the world. Both
of these camps were created with the mission to give sick children the chance to do what they
normally might not be able to do.

“We are so excited to add HHHW for Families to our list of Camp Amenities. Our goal is to take
these children and families away from their diagnosis’ and daily hassles, and by adding this
therapy program, we can do that to an even greater extent,” said Hole in the Wall Gang
Executive Camp Director, Hilary Axtmayer.

The addition of HHHW for Families to these camps comes one month after the introduction of
the program to the hospital. In one month since its unveiling, 56 total families have taken part in
the various types of therapy offered.
“My husband and I were very reluctant to taking time for ourselves, away from our sick son to
take part in the therapy they offer here,” said Helen Keegan, mother of a HHHW pediatric
patient. “I am so glad that we did though, it ended up revitalizing us enough so we could be
better caretakers for our Lucas.”

Throughout the 2017 summer, HHHW for Families will be traveling to and taking part in 7
different Hole in the Wall Gang locations, and 4 of Camp Rising Sun’s summer camps. Tracy
and her team of 3 therapy-specialists, whom she worked closely with to create this program, will
be traveling to each of the 11 camps throughout the summer to run the therapy-program
themselves to provide these families the most authentic experience.

“Therapy for families is necessary to any and every family of a child going through an illness or
crisis. By working with Donna and her team, we are building a bigger and better support system
for our camper and their families,” said Jenna Yetter, Director of Camp Life for Camp Rising
Sun.

ABOUT HHHW & HHHW FOR FAMILIES:

Hartford Hospital of Health and Wellness (HHHW) is located in the downtown area of Hartford,
CT. For fifty years, the hospital has served local and regional patients. It is the third largest
hospital (number of beds and doctors/staff) in CT, and fifth in the state overall (behind YALE
and UCONN) for research, treatment, service, and facilities. HHHW for Families is the new non-
profit therapy program that comes along with the addition of the brand new, state-of-the-art
Pediatrics wing. The therapy program provides various therapy outlets and methods to families
of the hospital’s pediatric patients. For more information on the hospital, its new program, and
how to donate to HHHW for Families, visit www.hartfordhospitalhw.org.

Contact: Fallon Bevino. Publicist for HHHW. 203-990-0727. bevinof@mail.sacredheart.edu

 Pitch Letter
Savannah Guthrie @ NBC’s Today Show

Dear Savannah,

Want to make a difference in the life of a child fighting for his/her life?

Yes? So does Hartford Hospital for Health and Wellness.

The hospital just finished and opened its state-of-the-art Pediatric Wing, and pioneered “HHHW
for Families”, New England’s first therapy program dedicated to serving and helping parents of
pediatric patients.

An 8-year study conducted by HHHW, concluded that parents who participate in some form of
relaxation, creative, and productive activity, are better prepared and stronger to support their
child during illness and crisis.

HHHW’s non-profit program is on a mission to ensure its patients and their families receive the
best care possible, and that includes making parents happier, which in-turn makes their children
happier.

The mastermind behind this life-changing therapy program is Donna Tracy, HHHW’s head child
and family psychologist.

We would like to invite you to join us for a personal tour of the brand new Pediatric Wing, a
one-on-one experience of our family therapies, and do an interview with Donna to discuss this
benefits of this program.

I will be in touch next week.

Sincerely,

Fallon Bevino, Publicist for HHHW and HHHW for Families, 203-990-0727,
bevinof@mail.sacredheart.edu
 Presentation Notes:
 Discuss main goals of PR Plan
o Objectives
o Strategies
o Tactics
 Reasons for choosing Media Outlets
o Hartford Courant
 Hometown newspaper that covers more local stories yet still goes out all
over CT
 Starts small, but not TOO small. It gains CT attention throw print and
word of mouth, but also can still spread the word ENOUGH.
o Parents.com
 According to Cision, is it the #1 most visited & trusted website by parents
 Parents are the ones making decisions on their childs medical care
 Reaching this media outlet would place HHHW in minds of 2 million+
parents across America
o Savannah Guthrie @ Today Show & Robin Roberts @ GMA
 The Today Show and GMA are ranked 1 & 2 by total viewers, for
morning talk shows
 These lead women provide are the most favorable female-anchors on the
show, judged by the amount of stories they each broadcast each morning.
 Pitching and possibly landing a story on a morning News Channel/Talk
show as popular as these would gain the hospital national, not just regional
attention.
o Parenting Magazine
 This is the most popular print magazine that is read by moms and parents
overall in the country (Cision)
 Landing a spot in a magazine as high profile as this places HHHW’s name
in the mind of parents when they thing od “top-of-the-line” care.

 Press Release #1
o First Press release gets the name and story out into the public.
o Raises awareness of Hospital and HHHW for Families
o Makes note and mention of “Non-profit”
o Introduction to Pediatric Wing and Program
o Again…Starts small, but not TOO small
 Press Release #2
o Builds off of the basis created in Press Release #1
 o Explains more about “non-profit” and need for financial support
o Announcement of 1st annual “Unity Gala” to support HHHW for Families family
therapy program
o Discusses events of the gala and supporters of it
 Press Release #3
**Only added a third press release because I felt (even though the hospital is fake) I
volunteer with these real camps and they have great partnerships with hospitals and work
to help the hospitals they partner with (I felt it was good practice to write another one)
o Partnerships with Camp Rising Sun and Hole in the Wall Gang bring considerable
patient influx to hospitals that work with and at camps.
o Often times, partnering with these camps follow with partnerships with
Foundations (St. Baldricks, The Cure Starts Now, Relay for Life, Amer. Cancer
Assoc.)
o Adding HHHW for Families/family therapy to these camps is another great way
to get families involved at camp and give them a “camp-experience” away from
their daily worries
 Pitch Letter
o To: Savannah Guthrie @ Today Show
o Attempts to play emotions with first line
o Invitation on tour and to experience therapy
o Offers an interview with Donna Tracy, creator of program]
o **Understanding that Savannah Guthrie, and now 3 other anchors on the Today
Show are new and/or second-time moms, this might be more of an attractive
piece.
o Also, knowing that, my hook might catch her easier than other anchors.
o A piece and interview on the today show would be a huge grab for the Hospitals
publicity.