Mahprm Show-Me Excellence Awards

MAHPRM SHOW-ME EXCELLENCE AWARDS

2017 Call for Entries

Narrative Template

Category (See Call for Entries) Best PR/Marketing Project for a Small/Rural Hospital

Division (See Call for Entries) A

Entry Number (See Entry Form) SM689

Entry/Project Name Ripley County Sales Tax Initiative Campaign

Entrant’s Name and Organization SoutheastHEALTH Marketing Department

Project Goals and Objectives Ripley County Hospital Board approved a motion to place a one-half-cent sales tax increase on the April 2016 Ripley County Election Ballot to help alleviate the current annual Hospital operating losses of $660,000. This sales tax increase would provide the necessary funding to keep the hospital’s presence in the community. The proposed sales tax, if passed, meant an overall out-of-pocket expense of approximately $20.00 per year per resident of Ripley County. A campaign was developed to get community support of the sales tax initiative and ultimately gain their vote in the election.

Statement of Opportunity This sales tax increase provides the necessary funding to keep the hospital’s presence in the community. We are a not-for-profit organization and currently carry annual revenue losses of over $650,000 for the Ripley County hospital. We are only asking for community aid to help alleviate losses, not to make a profit. This initiative, if passed, would keep the hospital operationally strong for future decades. The community has the opportunity to support the initiative and keep the doors of the hospital open.

Project Implementation Once the Ripley County Hospital Board approved the motion to place a one-half-cent sales tax increase on the April 2016 Ripley County Election Ballot to alleviate the current annual Hospital operating losses of $660,000, employees, board members and community members became ambassadors for the initiative. Being an ambassador meant being a positive voice for the hospital and the effort to keep the operations of the hospital running. A “Did You Know?” advertising campaign was initiated in January and continued through February. The campaign gave important facts about the hospital and the importance of having the services available in the community. Flyers to coincide with the ads were also distributed to community groups and placed throughout the hospital.

SoutheastHEALTH Center of Ripley County CEO and a marketing team member met with all major community groups, school personnel, industries, businesses and coffee shops to present the benefits of passing the one-half cent sales tax and answer questions. Also, a grass-roots approach was taken by making visits to area businesses with the CEO of SoutheastHEALTH throughout town to show support from the corporate level and demonstrate his interest in the community.

Two separate town hall meetings were held and open to the public. The CEO of SoutheastHEALTH spoke at each meeting. After a brief presentation, the microphones were open for any questions from the audience. Most questions were turned in via index card, and were addressed by the CEO.

T-shirts were distributed with the imprint “Ripley Pride” to all area residents. Coffee mugs with a rack card and the sales tax initiative information were also distributed.

The community was directed to our website to learn more about the initiative. https://www.sehealth.org/locations/health-center-ripley-county

Results and Evaluation The sales tax initiative passed with an astounding 86% yes vote. The voter turnout for this election was 2217 "yes" votes and only 342 "no" votes. The voter turnout for the previous year (2015) was a total of 574 votes cast. This election had a total of 2565 voters go to the polls. The county clerk credited the hospital initiative as the reason for the largest April turnout in several years. SoutheastHEALTH has continued to stay involved and looked for opportunities to support the community. A Community Advisory Committee was established to maintain community input and involvement with the hospital and is ongoing today. SoutheastHEALTH was able to rally the community behind the hospital and they showed an overwhelming support for “Ripley Pride” and the effort to remain open.