Strategic Marketing Plan for Suicide Bereaved Fathers - Last Updated: 4/16/2020 1 - John ...
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Strategic Marketing Plan for
Suicide Bereaved Fathers
Last Updated:
4/16/2020
1
Preface About the Authors Patrick Barton is a Master of Public Administration student with the John Glenn College of Public Affairs. Patrick earned a Bachelor of Science in Business Administration degree from Ohio State’s Fisher College of Business in 2017. He has several years of work experience at the federal, state, and local level. Patrick was born and raised in Columbus, Ohio. Samantha Grevas is a graduate student at the Ohio State University’s John Glenn College of Public Affairs in the Master of Public Administration program. Samantha received her B.A. in Political Science and History from Ohio State University. After completing her degree in May, Samantha looks forward to finding a fulfilling role in a nonprofit or in higher education which will take her out from behind a desk and into the communities she is serving. Ari Grubaugh is a graduate student at The Ohio State University in a dual degree program through the College of Social Work and John Glenn College of Public Affairs. Before graduate school, they earned a Bachelor of Arts in Political Science and Sexuality Studies, graduating magna cum laude from The Ohio State University in 2015. Ari’s professional interests include community outreach and engagement, advocacy, and social justice work. Katie Heckerd is an Associate Director of Administration at The Ohio State University Alumni Association. She has ten years of professional fundraising experience. Katie has a bachelor’s degree from Ohio Northern University ‘10 with a focus in finance and management. She is currently pursuing her Master of Arts in Public Policy and Management at the Ohio State University’s John Glenn College of Public Affairs. Mary Imre is a dual degree student at The Ohio State University studying public administration and social work. Prior to her graduate studies, Mary earned a Bachelor of Science in Psychology with a minor in Criminology from Ohio State. Mary’s professional interests include nonprofit administration, child and youth advocacy, and wildlife conservation. Disclosure This report was created by graduate students through a course in the John Glenn College of Public Affairs at The Ohio State University. The findings, opinions, and recommendations of this report are those of the authors and do not represent the John Glenn College of Public Affairs or The Ohio State University. This report is for LOSS Community Services’ internal use only. Acknowledgements Our team would like to extend our thanks to Dr. Erynn Beaton for providing guidance throughout the creation of this plan. We would also like to offer our gratitude to LOSS Community Services and Executive Director Denise Meine-Graham. LOSSCS offers invaluable services for loss survivors and fills an essential gap in the community. Without the support and collaboration from LOSSCS and Denise, this project would not be possible. 2
TABLE
OF CONTENTS
INTRODUCTION 5
ORGANIZATIONAL BACKGROUND
PROBLEM STATEMENT
PURPOSE
FOCUS
SITUATION ANALYSIS 6
AUDIENCE 7
SEGMENTATION
RECOMMENDED AUDIENCE
OBJECTIVES AND GOALS 9
BEHAVIOR OBJECTIVES
KNOWLEDGE OBJECTIVE
BELIEF OBJECTIVE
GOALS
BARRIERS, BENEFITS, MOTIVATORS, COMPETITION, AND INFLUENTIAL OTHERS 10
POSITIONING STATEMENT 12
STRATEGIC MARKETING MIX 13
PRODUCT
PRICE
PLACE
PROMOTION
MONITORING AND EVALUATION 21
BUDGET 23
IMPLEMENTATION PLAN 24
APPENDECIES 25
3
Executive Summary
LOSS Community Services (LOSSCS) fills an essential service gap in the Central Ohio community
through postvention services for suicide loss survivors. As LOSSCS continues to grow as an
organization, it faces challenges in reaching certain subpopulations of loss survivors including
men. The purpose of this report is to help LOSSCS market and augment existing services to
increase the recruitment and retainment of suicide bereaved men - specifically fathers who have
lost a child to suicide. This report includes analyses of the recommended population, LOSSCS
organizational capacities, and social marketing techniques as outlined in Lee & Kotler (2016).
These analyses were used to form recommendations that are intended to better focus on bereaved
fathers, among other groups of bereaved men.
To complete our analyses and form recommendations, we did an extensive literature review of
topics such as male patterns of grief, gender differences in suicide bereavement, barriers to
seeking support, and male perceptions of mental health support. We also completed a qualitative
analysis of data shared by Dr. Sally Spencer-Thomas, who surveyed men to better understand how
they experienced suicide loss bereavement. Finally, using qualitative analysis techniques, we
examined common marketing themes across campaigns specifically geared towards men such as
Movember and Man Therapy.
Through our analysis and collaboration with LOSSCS, we arrived at the following broad
recommendations, which are expanded upon in later sections:
1. Place: Increase accessibility of LOSSCS services for men by offering virtual support groups,
adding masculine decor to the office, and expanding community partnerships to engage
with men in places they may frequent.
2. Price: Emphasize low monetary costs of LOSSCS services while increasing participants’
perceptions of nonmonetary benefits using a voluntary pledge.
3. Product: Augment current programs to increase accessibility for men. This includes
offering a fitness or active option, offering take-home materials, and encouraging self-
determination.
4. Promotion: Create new promotional materials designed to appeal to men, including new
messages, messengers, and communication channels.
4
Introduction
Organizational Background
LOSSCS is a 501(c)(3) nonprofit organization in Columbus, Ohio that serves individuals bereaved
by suicide loss. LOSSCS’ services provide support after a suicide occurs to help survivors process
grief (“postvention”). These services include a partnership with the local Coroner’s Office so
LOSSCS volunteers are immediately available to support those left behind in the aftermath of a
suicide, a one-on-one companionship program, support groups for 10-18 participants, and
remembrance events where survivors can process grief as a community. Additionally, LOSSCS
sends personalized messages to loss survivors on key dates that may trigger grief, such as the
anniversary of the loss or the victim’s birthday. LOSSCS also performs prevention activities, such
as community outreach and education on how to identify and address warning signs of suicide.
While LOSSCS services are available to all adults experiencing suicide grief, most of the
participants identify as female. Numerous factors prevent male survivors from taking advantage of
these services.
Problem Statement
Individuals bereaved by suicide loss experience intense grief
that can lead to feelings of rejection and abandonment,
anxiety, financial insecurity, and suicidal ideation (Addis &
Cohane, 2005; Bailley et al., 1999). Men experiencing
unaddressed suicide grief are particularly susceptible to
destructive coping mechanisms (Martin & Doka, 2000). Men
are three times more likely than women to attempt suicide
after the loss of a spouse or partner, and twice as likely to
attempt suicide after the loss of an adult sibling (Agerbo,
2005; Jordan, 2017). Despite the risks associated with
untreated grief, male suicide loss survivors underutilize
support services available to them. Only 31% of the
individuals connected with LOSSCS are men, and male
participation in support groups is even lower. LOSSCS’
mission is to be an instillation of hope and to empower all
suicide loss survivors, regardless of gender. To fulfill this
mission and grow as an organization, LOSSCS seeks to
increase the number of male suicide loss survivors in
Central Ohio that utilize support services.
Purpose
The purpose of this marketing plan is to alleviate the consequences associated with untreated
suicide grief in male suicide loss survivors.
Focus
The focus of this plan, determined by a thorough segmentation analysis, is to increase
participation in LOSSCS programming among men who have lost a child to suicide.
5Situation Analysis
The strengths, weaknesses, opportunities, and threats (SWOT) analysis helps an organization
understand the internal strengths and weaknesses that affect the organization’s ability to
implement a marketing plan, as well as the external opportunities and threats that must be taken
advantage of or prepared for, despite not being within the marketer’s control (Lee & Kotler, 2016).
See Appendix A for an expanded discussion of the SWOT analysis.
Strengths Weaknesses
• Mission driven board, staff, and volunteers • Challenges reaching certain populations
• Staff experienced in marketing • Reliance on outside funding
• Male loss survivors on board • Small staff size
• Strong network of partnerships in Franklin • Reliance on key partnerships to operate
County
Opportunities Threats
• Expand partnerships in network • Suicide stigmatization
• Develop collaborative programming • Challenges convincing men to access
• Expand distribution of promotional mental health care
materials • Lack of diversified funding sources
• Increase social media presence • Possible change in coroner
• Spread of COVID-19
6Audience
Segmentation
For LOSSCS to expand, it should access new audiences beyond those most ready and willing to
participate. According to LOSSCS, the following demographic groups underutilize support services:
Unengaged Survivors Demographic Variables
56+ years of age Age
Immigrants Nationality
Men Gender
We selected the gender variable for several reasons:
1. Gender is a large, identifiable segment.
2. This variable is more accessible than the others due to fewer cultural and communication
barriers.
3. The problem incidence is high with men, as few are engaging with LOSSCS.
4. The problem severity is high with men because they are nearly four times more likely than
women to complete suicide (Suicide, 2019).
5. The defenselessness of this segment is high because men are more likely to use
destructive coping methods when experiencing grief compared to women (Martin & Doka,
2000).
The male segment is not strongly receptive; thus, our marketing plan focuses on an approach that
will appeal to men.
7Recommended Audience
Parents who lose a child may experience higher rates of complicated grief than other groups
(Jordan & McIntosh, 2011). Furthermore, LOSSCS data, as presented in Table 1, shows that fathers
are the most common group of men to engage with LOSSCS. A full version of Table 1 is available
in Appendix B. The high percentage of fathers indicates that they may be more in need of services
and more willing to seek help compared to other groups of men. Therefore, the marketing strategy
is designed to appeal primarily to bereaved fathers. However, the strategy will be applicable to
other groups of men.
Table 1: Relationships of named survivors to deceased as of 1/3/2020
Percentage Percentage
Relationship to Count of of Men by Count of of Women by Total
Deceased Men Relationship Women Relationship Count
Type Type
Parent 184 34.59% 369 31.84% 553
Child/Step-child 97 18.23% 126 10.87% 223
Sibling/Step-Sibling 67 12.59% 128 11.04% 295
Spouse 44 8.27% 210 18.12% 254
Friend 30 5.64% 71 6.13% 101
Other/Unknown 110 20.68% 255 22.00% 365
Total 532 100% 1,159 100% 1,691
Diagram 1 represents the
anticipated reach of our
marketing suggestions. We
expect the recommendations
to resonate most deeply with
fathers who are suicide loss
survivors, followed by men
broadly, anyone facing
barriers to attending LOSSCS
(primarily psychological), and
finally those who are seeking
out the type of services
LOSSCS provides but are
uninformed about the
organization.
8Objectives and Goals Behavior Objective Motivate bereaved fathers to seek support services through LOSSCS. Knowledge Objective Help fathers understand the benefits of seeking suicide loss support. Belief Objective Encourage fathers to believe that seeking suicide loss support services is acceptable and advisable. Goals Increase the number of male LOSSCS service participants who are fathers from 184 to 240, while, at a minimum, holding the number of non-fathers constant. This would be a 30% increase in the number of fathers participating in LOSSCS services, and a 10.5% increase in men overall. 9
Audience Analysis
Barriers, Benefits, Motivators, The Competition, and Influential Others
Suicide loss survivors face unique barriers to seeking help. Feelings of guilt, responsibility,
rejection, and shame can prevent loss survivors from obtaining services (Bailey, Kral, & Dunham,
1999; Corrigan et al., 2018). Male loss survivors face barriers arising from the stigmatization of
both men’s mental health and suicide. Rochlen & Hoyer (2005) identified three primary barriers
facing men in seeking mental health support: ignorance, beliefs, and values:
1. Ignorance refers to the lack of awareness regarding symptoms of mental health concerns,
how to talk about them, and services available.
2. Beliefs act as a barrier because men may not believe that intervention services will help
them in the desired way. Dr. Sally Spencer-Thomas (2014) found that men had difficulty
talking about emotions and did not believe that there were interventions that met their
unique needs. Furthermore, Zinner (2000) found that peers and community members may
not believe men need help and are thus reluctant to engage with them.
3. Values can be a barrier in seeking support because the traditional perception of mental
health support is contradictory to masculine values of strength and independence. Addis
and Cohane (2005) found that men perceived grief support as violating masculine ideals by
demonstrating weakness.
While there are a variety of benefits to seeking mental
health support, it seems that the barriers men face can
be overwhelming. Given these barriers, it is important
to present intervention services in a way that fits within
the motivators of the intended population. Evidence
suggests that, though men face these barriers, they still
desire help for grief-related concerns. One man
indicated the desire to connect with “another
experienced [loss survivor]” (Spencer-Thomas, 2014).
See Appendix C for a qualitative analysis of other
survey responses. Golden (1996) expanded on the
ways by which men prefer to cope with their grief, citing
a desire for more “active” strategies rather than passive
strategies such as talk therapy. The table below
summarizes barriers, benefits, motivators, competition,
and influential others relevant to male loss survivors.
10Male Suicide Loss Survivors, in General
Barriers Benefits
• Mental health stigma • Improved mental health
• Masculine values and socialization • Honoring a loved one
• Unaware of symptoms • Gaining pro-social coping mechanisms
• Unaware of services • Gaining a sense of belonging
• Stigma surrounding suicide • Connecting with peers with similar
• Societal & familial expectations experiences
• Logistical barriers: time & place of service • Reduction of shame and guilt
delivery
Motivators Competition
• Desire to connect with peers with shared • Not seeking service
experiences • Destructive coping mechanisms (such as
• Encouragement from loved ones substances & physical aggression)
• Examples set by others • Expression through anger
• Association of services with masculine
ideals
• More “active” service options
• Transparency of services
• No-cost services
Influential Others
• Well-known men such as athletes, celebrities, politicians
• Respected community members such as religious leaders, local reporters, law
enforcement
• Loved ones such as friends and family members
• Media sources
11Positioning Statement We want bereaved fathers to see LOSSCS postvention services as a beneficial part of their grieving process, thus reducing the risk for negative outcomes after suicide loss. 12
Strategic Marketing Mix Place Place is where and when the intended audience will receive LOSSCS services. The audience will evaluate the convenience of an organization’s offerings relative to the convenience of other opportunities in their life (Lee & Kotler, 2016). As a result, place factors can significantly impact an organization’s ability to pursue its mission. The following recommendations will make LOSSCS’s location more appealing to survivors: Be at the point of vulnerability: The ideal moment for LOSSCS to interact with bereaved fathers is when they are about to choose between competing behaviors. Reaching men early in their bereavement is crucial, as they may be “most at risk [for suicide] during the first few months of bereavement” (Rostila, Saarela, & Kawachi (2013). The partnership with gun shops and the concealed carry office are excellent ways to reach survivors. LOSSCS should continue to expand this partnership to new gun shops and shooting ranges. LOSSCS should also expand partnerships with places of worship and funeral homes. LOSSCS would also benefit from forging relationships with local media outlets, including television and radio stations, newspapers, and magazines. By doing this, LOSSCS could teach more reporters to respond to suicide in a respectful way and equip media sources with LOSSCS resources to give to loss survivors. LOSSCS should also consider partnering with groups such as Alcoholics Anonymous, where men may be turning to deal with their destructive coping mechanisms. Overcome psychological barriers associated with place: LOSSCS should consider virtual support groups conducted through a video platform to help alleviate the barriers men face upon walking into the physical office. A virtual setting would be more convenient for loss survivors and help transition them to in-person support. Additionally, a text short code provides an additional contact method. Crisis help lines such as The National Suicide Prevention Hotline and the Crisis Text Line are offering text or chat services to increase the degree of anonymity that a phone conversation does not provide (Dockray, 2019). These methods provide alternative methods of engagement that are inclusive of diverse personalities. Make the location more appealing: LOSSCS already recognizes the importance of securing a stand- alone location. A more centralized location closer to a bus stop could help LOSSCS serve more loss survivors. Additionally, the office’s internal environment can influence survivor behaviors. LOSSCS should strive to offer an office environment that all survivors perceive to be comfortable and secure. Otherwise, psychological barriers may prevent survivors from returning to LOSSCS events. One low-cost, high-impact opportunity for LOSSCS to attract men would be to place sports paraphernalia in the office. Such items could include flags, jerseys, or balls featuring Ohio’s sports teams. Another option would be to place photos of men (with their consent) who participate in LOSSCS services. These items would demonstrate that men have a place at LOSSCS and reduce psychological barriers to participating in support programs. 13
Price
Price is the cost the audience associates with adopting the desired behavior (Lee & Kotler, 2016).
This includes both monetary and nonmonetary costs.
Type of Cost Examples
• Transportation expenses (gas/vehicle
maintenance, bus fees, rideshare)
Monetary
• Incidental expenses incurred through the
companion program
• Impact on work
Nonmonetary: Time, Effort
• Impact on leisure time
• Admitting you need help
• Speaking about weaknesses
Nonmonetary: Psychological
• Changes in self-perception (i.e. seeing
yourself as less masculine)
• Forgoing other self-improvement
Nonmonetary: Opportunity Costs
experiences/opportunities
Below are recommendations on how to incentivize male participation in LOSSCS programming,
and disincentivize non-adoption and attrition:
Decreasing monetary costs: LOSSCS does not charge a fee to participate in programming. The
availability of free programming overcomes a barrier many individuals face in seeking grief
assistance. Conversely, therapy sessions can range from $20-250 per session. Many Americans
cannot sustain these costs, especially since therapy can become a life-long exercise for those
seriously impacted by grief (“How Much Does Therapy Cost?” n.d.). There is little LOSSCS can do
to mitigate the other monetary costs of attending programming, such as transportation costs, at
this time. However, as the organization researches a location for its future stand-alone office
space, LOSSCS can consider incorporating transportation cost into the decision-making process.
Increasing nonmonetary benefits: A common method of increasing the nonmonetary benefits of a
program is the signing of a consensual pledge to continue attending services (Lee & Kotler, 2016).
A study conducted on the effect of pledges in voter turnout found that signing a pledge increased
turnout by 3.7 points for all participants and 5.6 points for those who never voted in the past
(Costa, Schaffner & Prevost, 2018). Additionally, the use of a pledge card for bicycle helmet use
increased the percent of helmets worn on a college campus by 21% (Ludwig, Bucholz & Clarke,
2005). LOSSCS support groups and companion programs can utilize pledges to encourage male
participation. Asking (but not forcing) participants to sign a pledge increases self-respect and
leads the individual to value the service more highly. LOSSCS does not currently employ a pledge
document for individuals attending support groups, opting to provide participants with a readiness
assessment and ground rules. A pledge to continue attending support groups can be an intrinsic
motivator to potential support group attendees and ensure they remain dedicated to the process.
14Decreasing non-monetary costs: LOSSCS can decrease social and psychological risks of adopting attending programming with endorsements from credible sources (Lee & Kotler, 2016). These endorsements have the potential to reduce the stigma and embarrassment associated with seeking help (Gemünden, 1985). The Place, Product, and Promotion sections list potential messengers that can act as endorsers of LOSSCS and suggest partnerships with organizations bereaved fathers are known to trust. Product The products LOSSCS currently offers include support groups, companion programs, events, and volunteer opportunities, but these products will need to be augmented to better appeal to men (Lee & Kotler, 2016). The common benefit that LOSSCS provides to loss survivors is the chance to support, and receive support from, other survivors. However, men may experience difficulty giving direct verbal support in a traditional group setting while they are experiencing their own grief (Van Dogen, 1990). To best engage bereaved fathers, and all men, LOSSCS should offer service elements that are less formal than a traditional support group. These programs will make it more comfortable for men to engage with LOSSCS because they circumvent the masculine stigma associated with getting help. 15
Desired Behavior For bereaved fathers to seek support through LOSSCS
Core Benefit to Provide support, or receive support from, others with similar lived
Offer experiences
Support Companion Events Volunteer
Current Products
Groups program Opportunities
1. Fitness element: offer running/walking group, dog walking group,
recreational sports team, etc.
2. Take- home materials such as books written by male suicide loss
survivors to allow men to take materials if they are looking for a more
individual or private option.
a. These materials make it easy for people, such as spouses, to take
home materials to others who may be considering seeking support
b. Add LOSSCS materials into inside cover
c. See Appendix D for suggested resources.
3. Male role models with lived experience
a. Quotes, videos, or direct interaction with a role model from the
community with similar lived experiences integrated into services.
Augmented This could be done through male loss survivors acting as a facilitator
Product or event speaker.
Possibilities b. Recruit male volunteers to act as these role models.
4. Events tailored to men such as a Blue Jackets or Clippers game and
take-home items before or after.
5. Companion program tailored to men where they are more closely
matched with similar men and are given more active meet-up choices
such as a round of golf.
6. Adding activities that promote self-determination
a. Example: “LOSSCS checklist” where participants can check off
activities for attending LOSSCS services or partaking in pro-social &
mental wellness activities such as going for a run. This could help
keep men mindful of their behaviors and motivated to continue them,
while also giving men a sense of choice and control. See Appendix E
for an example.
Future Implications of Recommendations: The above recommendations are intended to increase
men’s interest in LOSSCS’ current program options, meaning that all current participants are
welcome to partake. If in the evaluation phase LOSSCS finds that the number of men increases, we
believe it would be beneficial to introduce services exclusively for men such as a men’s support
group that includes a fitness element or men’s event such as a father’s sports night.
Ethical Considerations: In any product category, it will be important for LOSSCS to only promise
benefits and outcomes that are guaranteed. Our analyses have shown that men prefer concrete,
objective, and directly stated benefits of products and expect to gain those benefits upon acquiring
the product. While postvention benefits many participants, LOSSCS should continue to avoid
phrasing such as “you will experience less anxiety.” LOSSCS should instead stress that
participants will meet individuals with similar experiences, which can provide a more relevant and
16nonjudgmental perspective. LOSSCS should also reassure participant confidentiality not only to
respect survivors’ privacy, but also to further motivate men to engage (Men’s Mental Health Forum,
2014).
Promotion
Promotion involves the development of persuasive communications designed to inspire the
intended audience to action. Promotion seeks to inform the audience of product benefits and how
to access services (Lee & Kotler, 2016). For LOSSCS, promotions will persuade suicide bereaved
fathers to participate in services offered by the organization. Promotion considerations should
include the message, messenger, the creative strategy of the brand, and communication styles.
Messages: An organization must decide what they want to communicate, “inspired by what you
want your audience to do, know, and believe” (Lee & Kotler, 2016, p. 343).
1. To do: Access LOSSCS services
2. To know: All the services offered by LOSSCS and the benefits of such services
3. To believe: That seeking suicide loss support services is acceptable and advisable
Messengers: Messengers are as important as the message itself. Research indicates that “People
can be persuaded to behave in ways that they believe credible, influential colleagues or peers want
them to behave” (Courtenay, 2004, p. 276). As discussed under Product, useful messengers to get
men to access services are role models with similar lived experiences, such as local male athletes,
celebrities, politicians, religious leaders, reporters, law enforcement agents, and other important
community members. New materials could also include quotes from men who have experience
with LOSSCS.
Creative Strategy: Developing a creative strategy is important for establishing a campaign’s
identity. The creative strategy involves deciding what the envisioned message is and how it should
be delivered to the intended audience. To inform recommendations, our team utilized peer
reviewed research on engaging men through marketing campaigns (Wilkins, 2014; O’brien &
Forrest, 2008; Rochlen & Hoyer, 2005; Courtenay, 2004) and analyzed current men’s mental health
campaigns. Campaigns considered were Movember, Man Therapy, and Heads Up Guys
(movember.com; mantherapy.org; headsupguys.org). Common themes included:
• A desire to connect with peers with shared experiences
• Destigmatization of support seeking behaviors
• Evidence of program’s effectiveness
• Action-oriented and direct language
• Active service options
• Sympathy
• Humor
Marketing Ideas: Based on the above themes, our team has developed potential messaging
examples that LOSSCS could adapt. Examples include:
• Shoulder to Shoulder
• Standing Together
• Take control of your mental health; you deserve it
• Men Grieve Too
• You’ve been there before, support LOSSCS
17The above slogans could be used individually or combined, such as “Standing Together, Shoulder
to Shoulder.” And below, is a graphic developed for LOSSCS’ use if the organization is interested:
(Image design by Christa Johnston)
Communication Channels: Communication channels are the media through which messages reach
an audience. Innovation in consumer-facing technology has expanded the number of channels
available to nonprofit organizations. As a result, LOSSCS has numerous opportunities to
communicate to stakeholders and audiences effectively and efficiently.
LOSSCS primarily utilizes printed material, social media, and website communication channels to
promote awareness and engage with loss survivors. The printed materials reach survivors directly
and indirectly through community partnerships. Additionally, the organization operates accounts
on Facebook, Twitter, LinkedIn, Pinterest, and Instagram. However, LOSSCS’ website is the primary
source of information for current and potential participants and stakeholders. The website also
features a blog through which survivors can share their story and honor the memory of their loved
ones.
The following options would allow LOSSCS to expand outreach to loss survivors. These ideas offer
LOSSCS the opportunity to use new communication channels to reach male loss survivors or use
current channels to achieve the belief, behavior, and knowledge objectives.
1. A public service announcement (PSA) on local radio: A PSA can help LOSSCS achieve the
behavior, belief, and knowledge objectives of the marketing plan. Additionally, the PSA can
increase awareness of LOSSCS and encourage survivors to connect with the organization.
Airing the PSA on 97.1 The Fan, for example, would reach a predominantly male audience.
This station already airs PSAs regarding mental health, so a partnership emphasizing
survivor support is feasible. Additionally, WOSU, a public station, may be open to airing a
PSA as a public service. LOSSCS can also survey current participants to determine which
radio stations would best reach the intended audience.
2. Gain earned media through local television stations and newspapers: Earned media occurs
when an organization “gets free visibility” through communication channels (Lee & Kotler,
2016). The ‘Place’ section recommends forging relationships with local media outlets, such
as the television networks (NBC4, ABC6, 10TV, etc.) and newspapers (Columbus Dispatch,
Columbus Underground, etc.). These relationships could lead to a news segment about
LOSSCS and loss survivor support on local news broadcasts or a profile in newspapers.
Additionally, newspapers typically offer reader submission options (such as Letters to the
Editor) that allow people to raise issues of public concern. LOSSCS can utilize these
options to share survivor stories and raise awareness about survivor services. These
18stories would be an excellent opportunity to spread awareness and encourage men to seek
support services.
3. Partner with gyms and recreation centers
to increase the distribution of printed
materials: Gyms and recreation centers
are an excellent location to reach fathers.
Men visit gyms because of their desire to
maintain their physical health. This focus
on wellness creates an environment in
which men may be more receptive to
focusing on other aspects of health, such
as mental health. Potential locations
include the YMCA of Central Ohio (a
mission-oriented nonprofit organization),
municipal recreation centers, and
corporate gyms (Planet Fitness, LA
Fitness, etc.). Thus, partnering with gyms
to distribute printed materials is a strong
opportunity to make first contact with loss
survivors.
4. Partner with school administrators to
increase the distribution of printed
materials: Working with schools to
distribute LOSSCS information could be a
valuable link to many loss survivors.
School administration could distribute
LOSSCS materials to parents when a suicide is known to them, which would increase
access to fathers. School teachers and staff are also at risk of losing a student to suicide
While the student-teacher relationship is different than friends or family, losing a student
can still be traumatic. Additionally, the teachers and staff may have lost someone in their
broader social network.
5. Use social media to achieve the marketing plan’s belief, behavior, and knowledge
objectives: LOSSCS’ social media accounts can be efficient tools to encourage men to
seek loss support. The content posted on these accounts can inform the public about loss
survivor support and persuade survivors to seek it. Below are content concepts that can
achieve these goals:
a. List and discuss symptoms of grief, depression, and other challenges arising from
suicide loss.
b. Discuss evidence-based outcomes of services
i. Present data describing the benefits of loss support generally
ii. Discuss outcomes from LOSSCS’ programs
c. Challenge social and psychological barriers
d. Highlight (with consent) the stories of male support participants
e. Highlight negative coping mechanisms to help men understand that their behaviors
may be related to grief stemming from suicide loss
196. Leverage technology to support survivors before they join LOSSCS’ programs. Reaching
survivors early will encourage them to come to LOSSCS. Technological distribution
channels can increase the number of survivors reached during the decision-making
process. Furthermore, these channels increase LOSSCS’ reach by being accessible
throughout the day. This promotes inclusivity by reaching survivors whose availability may
not align with LOSSCS programs or operating hours.
Furthermore, LOSSCS should ensure
that their social media handles
appear on all printed materials. This
will make it easy for loss survivors
to find these accounts after learning
about LOSSCS through the printed
materials.
20Monitoring and Evaluation
LOSSCS is the primary entity responsible for monitoring the effectiveness of the strategies laid out
in this marketing plan. Below are recommendations for LOSSCS to consider in their monitoring
efforts.
Purpose
We have recommended many strategies for altering the behaviors of bereaved fathers and some
are likely to be more effective than others. The evaluation plan should focus on determining which
strategies are most lucrative. This will allow LOSSCS to properly allocate resources toward the
recommendations resulting in the highest degree of behavior change. If none of the strategies are
effective, LOSSCS can seek recommendations outside this marketing plan or pivot to previously
effective strategies.
Results Measurement and Methods
1. Are the recommended social marketing strategies resulting in changes to the
number of bereaved fathers utilizing LOSSCS services? Which channels are most
Evaluation
effective in reaching bereaved fathers?
Questions:
2. Which social marketing strategies do bereaved fathers find most beneficial, and
which least beneficial?
Timeline Measure(s) Method(s) Evaluation Focus Tool(s)
• Website and social • Data • Question 1 • Intake form†
media traffic Collection*
0-6 Months • Attendance at
programming
• Organizational • Observation • Question 1
commitments‡ Research
6-12 Months • Contributions from
partnerships¶
• Changes in values • Online survey • Question 2 • Qualitative
and beliefs and/or self- survey§
+12 Months
• Satisfaction administered
• Program popularity questionnaire
*Begin to 1) track the demographic characteristics of attendees at support groups and in the
companion program 2) attempt rough estimates for remembrance events by assigning one
employee this responsibility per event 3) collect email addresses of survivors to establish a
communication channel for future survey distribution.
† Develop an intake form for LOSSCS community members that do not access the organization
through the coroner relationship (See Appendix F for an example form). Intake form should capture
demographic characteristics and inquire how survivors became aware of LOSSCS. Intake form can
be hosted on Google Forms or another free resource and be linked to on the homepage of the
LOSSCS website. Encourage anyone who reaches out via phone, email, or in-person to complete
intake form, so data is as complete as possible.
21‡ Of new LOSSCS attendees, determine how many programs individuals engage with (i.e. do they attend support groups AND remembrance events or are they drawn to one more than the other). ¶ Analyze intake form responses to determine which organizational partnerships are resulting in the most interest in LOSSCS. § Distribute qualitative surveys to new participants geared toward determining what messages/programs/etc. brought them to the organization, what programs kept them most engaged, and how marketing efforts changed their opinions on seeking support. An example survey is available in Appendix G. Timing and Budget This plan involves both ongoing measurements throughout the campaign as well as a final evaluation of efforts. LOSSCS should make course corrections as needed to allocate resources appropriately. The cost of the evaluation plan will range from minimal to moderate, depending on how LOSSCS chooses to distribute the qualitative survey to participants. 22
Budget
LOSSCS will be responsible for the budgetary oversight and resource allocation decisions
regarding this plan. We do not anticipate that our recommendations will require a substantial
monetary commitment. However, we acknowledge that an increase in participants could require
service expansion in the future. LOSSCS should consider diversifying funding to accommodate a
growing number of support groups or other services. Considering the current COVID-19 Pandemic,
many grant opportunities have been redirected or suspended, affecting short-term funding
possibilities. Below is a list of grant sources that LOSSCS can monitor for future funding
opportunities.
Grant & Funding Sources:
1. U.S Department of Health and Human Services
a. Forecasted opportunity HHS-2020-ACF-OFA-ZJ-1846 provides funding for projects
specific to fathers and could be applicable to our recommended marketing mix.
2. HHS Substance Abuse and Mental Health Services Administration (SAMHSA)
a. Suicide Prevention Resource Center Grants, Grants to Implement the National
Strategy for Suicide Prevention, & Grants to Implement Zero Suicide in Health
Systems
3. The Charles E. Kulby Foundation
a. Fund projects related to providing “services to either those afflicted by depression
and depression-related diseases or their friends and family (The Charles E. Kulby
Foundation, 2020). Will fund out of state projects such as LOSSCS if the program
exhibits potential as a future adoptable project model for the state of Wisconsin.
4. Ohio Department of Mental Health and Addiction Services (OHMAS)
5. Cardinal Health Foundation
6. CareSource Foundation Grants
7. United Way Neighborhood Partnership Grants
8. Current funding partners: The Columbus Foundation, ADAMH
23Implementation Plan
LOSSCS is responsible for the implementation of the marketing recommendations within this plan.
Below are recommendations for LOSSCS staff to consider when implementing strategies.
Owing to the capacity concerns of nonprofit organizations, we are recommending a phased
implementation approach based on the relative cost of recommendations herein. This will aid in
the monitoring and evaluation effort as well, allowing LOSSCS to focus and collect data on phases
demonstrating the highest return.
We recommend allocating one year to implementation, with each phase occurring over
approximately 3.5 months. A theoretical schedule based on a Fall 2020 beginning is below.
LOSSCS may adjust these phases as needed based on monitoring and evaluation efforts.
• Phase 1: August 1, 2020 - November 15, 2020; Introduction of new marketing messages
through current LOSSCS channels (e.g. social media and extant partner organizations).
Begin 0-6 month monitoring efforts.
• Phase 2: November 16, 2020 - January 31, 2021; Developing new strategic partnerships
with organizations identified as potential hotspots for male suicide loss survivors.
Distributing marketing materials through these new partner networks and/or including
partner names/logos on marketing materials to demonstrate their support. Complete 0-6
month monitoring efforts and begin 6-12 month recommendations.
• Phase 3: February 1, 2021 - May 15, 2021; Implementing programming augmentation
recommendations to continue growing male population (if previous phases result in metric
increases and positive observation results). Complete 6-12 month monitoring efforts and
develop materials needed for 12+ month evaluation recommendations.
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26Appendix A - Extended SWOT Analysis Strengths LOSSCS has many strengths that support the mission. LOSSCS’ primary asset is the dedicated staff, board members, and volunteers. Most of those who work or volunteer for LOSSCS are suicide loss survivors themselves, making them personally committed to the success of the organization. This commitment and drive foster a desire to adapt marketing and programming to engage more male loss survivors. Furthermore, both Executive Director Denise Meine-Graham and Board President Karen Austin have extensive marketing experience, which will be useful when LOSSCS implements this social marketing plan. Finally, two of the LOSSCS Board members are male loss survivors who can provide insight into our intended audience. Another area of strength is LOSSCS’ community partnership network. One partner, the Franklin County Coroner, alerts LOSSCS whenever they become aware of a suicide loss, which allows LOSSCS to send the First Responder Team to meet the loss survivors on scene. Other LOSSCS partnerships include law enforcement, local hospitals, funeral homes, and mental health care providers. Our team can utilize these partnerships to spread marketing materials derived from this plan. Weaknesses LOSSCS’ weaknesses are the factors that inhibit the ability to support suicide loss survivors. LOSSCS’ greatest challenge is reaching certain subsets of loss survivors, namely men, the elderly, and immigrants. Other LOSSCS weaknesses are common among nonprofit organizations, such as small staff size and reliance on outside funding to operate. A majority of LOSSCS funding comes from one source - the Alcohol, Drug and Mental Health (ADAMH) Board of Franklin County. This concentration of funding could become a threat if ADAMH decreases the amount provided to LOSSCS. In addition, LOSSCS primarily relies on relationships with external organizations, such as the Franklin County Coroner or Buckeye Firearms, to find survivors. This dependency constricts LOSSCS’ ability to serve survivors and forces them to rely on organizations that have separate missions and priorities. Opportunities Opportunities are the external circumstances that the organization can utilize to pursue its mission. LOSSCS’ primary opportunity is to expand its community partnership network. For example, LOSSCS has connected with local gun shops and Buckeye Firearms in the past; they could continue to produce collaborative programming to decrease the number of firearm-related suicides. The organization could also pursue partnerships with more hospitals, funeral homes, and mental health care providers to augment their extant networks. LOSSCS can continue to connect with more faith communities, as the organization has already started to do. Expansion allows for more referrals and a greater distribution of LOSSCS marketing materials. Threats Threats are external challenges that mitigate an organization’s ability to pursue its mission. A significant threat to LOSSCS is mental health and suicide stigmatization, particularly among men. Convincing men to seek mental health support is a persistent challenge (Addis & Cohane, 2005). Suicide stigma can influence funding and volunteerism for organizations like LOSSCS. LOSSCS faces further funding risks through their reliance on ADAMH and the persistent possibility of an 27
economic recession, which could lead to grant and donation reductions. Additionally, politics could threaten LOSSCS’ partnership with the Coroner’s Office. A new Coroner may sever or deemphasize the partnership, thereby reducing LOSSCS’ capacity to find suicide loss survivors. 28
Appendix B – Table 1 Expanded 29
Appendix C – Qualitative Analysis
“Do you believe men grieve differently than women? How do men grieve differently?”
Code Frequency
Difficulty showing / talking about emotion 29x
Victims of gender stereotypes 26x
Prefer isolation / to internalize 19x
Don’t want to / can’t seem weak 16x
Physical / active outlets for grief 5x
Depression manifesting as anger and irritation 3x
Select Quotes:
• “Most men have difficulties showing the type of emotion that comes with grief. We hold on
to it inside which generally leads most men to have issues later or grief takes longer.”
• “Society accepts a woman's grief more.”
• “We don't want to seem weak, I feel bad when I start to cry!”
“Please, tell us more about your grief experience (e.g., How did the suicide death affect you -- your
mood, your physical well-being, your relationships, your outlook, your spiritual beliefs, your job, etc.
How did the grief experience unfold over time?).”
Code Frequency
Significant Emotional Toll 22x
Stress on Relationships 10x
Guilt 8x
Faith For Resiliency 8x
Signs of Depression 7x
Person Is Fundamentally Changed 7x
Suicide Ideation 6x
Sought Loss Survivor Support Groups 6x
Questioning Faith 5x
Post Traumatic Stress Disorder 4x
Change Careers 4x
Anger At Victim 3x
“Mood Change” 2x
Select Quotes:
• “My life is changed forever and I will never be the same.”
• “I was completely devastated. I became suicidal myself. I still struggle with suicidal
thoughts”
• “Devastated, lost, hopeless”
30“Please tell us more about what was most helpful (or very helpful) about the support you got from
these sources.”
Code Frequency
Fellow Survivors 34x
Support Group 29x
Friends and Family 23x
Religious Figures/Institutions 13x
Therapist or Grief Counselor 11x
Funeral Staff 4x
Work Relationships 3x
Little or Nothing 3x
Medicine 2x
Recognizing and Accepting Grief 1x
Law Enforcement Personnel 1x
Remembering Pleasant Memories of the Victim 1x
Participating in Survivor Awareness Events 1x
Select Quotes:
• “Anyone who would listen was helpful”
• “I had a few friends who would call and check on me...make sure I...didn’t just sit around”
• “Nothing”
“Please tell us more about what was not helpful (or least helpful) from sources used in the
aftermath of suicide death.”
Code Frequency
Police / Coroner / Funeral Home just doing their job / impersonal & 20x
indifferent
Fear/lack of knowledge holding friends/family back from taking about the 9x
issue
People saying the wrong things “I know how you feel – my dog died” / you 7x
will get over it / you can get remarried because you’re young
“snap out of it” / “you should be better by now” / “move on” 5x
Religious stigma “satan caused this” “loved one in hell” 4x
Lack of support / resources / resources not available 4x
Lack of systems in workplace for suicide bereavement 3x
Shame / stigma 2x
Select Quotes:
• “Police just acted like, yep, another suicide...and even said, well...he had been planning
this.”
• “Poor comments: keep a stiff upper lip, [the suicide is] a plus [because] it will make you
more compassionate, I know [how] you feel-my dog died”
31“Tell us about resources you wish had been available to support your grief by suicide.”
Code Frequency
Any/more Support groups 11x
One-on-one professional counselors/therapists with knowledge of issue 11x
Personal contact with another survivor 5x
Assistance through job 3x
First responder 3x
Religious figure willing to discuss issue rather than place blame 2x
Sobriety support 2x
Select Quotes:
• “I looked for suicide survivor support groups in my area and found nothing within 50 miles”
• “I wish my work would of stepped up and offered some assistance or referrals when they
realized I was not the same as I was”
32Appendix D – Suggested Resources Below is a list of books written by male suicide loss survivors that may resonate with bereaved fathers and other seeking services from LOSSCS. The LOSSCS team has only interacted with one book, Real Men do Cry, which had many interesting insights to a bereaved father’s grief, despite having some outdated language and graphic descriptions. Men & Grief: A Guide for Men Surviving the Death of a Loved One and a Resource for Caregivers and Mental Health Professionals Carol Staudacher, New Harbinger Publications, 1991. Separate chapters address bereavement experienced during boyhood, adolescence, and adulthood, as well as a chapter on the effect of alcohol abuse on grief. While the book does include some discussion of bereavement after suicide, the focus is on the male experience of bereavement more generally. Men Don’t Cry… Women Do: Transcending Gender Stereotypes of Grief Terry L. Martin and Kenneth J. Doka, Routledge Taylor & Francis Group, 2000. Part of Robert Neimeyer’s “Death, Dying, and Bereavement Series,” this book is best suited for mental health professionals and others interested in exploring the theoretical and clinical aspects of gender-typical grief. While not specific to suicide loss, the book addresses the impact of socialization and culture on how individuals experience loss. Real Men Do Cry: A Quarterback’s Inspiring Story of Tackling Depression and Surviving Suicide Loss Eric Hipple, with Dr. Gloria Horsley and Dr. Heidi Horsley, Quality of Life Publishing, 2008. Former NFL quarterback for the Detroit Lions, Eric Hipple, candidly shares his experience of living through his fifteen-year-old son’s suicide, his own lifelong struggle with depression, and the difficult path that led him to ultimately seek treatment. When a Man Faces Grief/A Man You Know Is Grieving: 12 Practical Ideas to Help You Heal from Loss Thomas R. Golden and James Miller, Willowgreen Publishing, 1998. This book focuses on grief in general rather than suicide grief in particular. The authors share their view of the “masculine side” of healing. The book’s format is unique: the first half provides guidance to the grieving man himself; turned upside down, the second half advises his family and friends on how best to help him. The twelve suggestions in each half of the book are practical and straightforward. When Suicide Comes Home: A Father’s Diary and Comments Paul Cox, Bolton Press 2002. A father’s perspective on the first year following his son’s suicide, this book is written in a simple, straightforward style, making it easy reading for early grief. Though written from a father’s perspective, female readers (especially spouses) have said that the book helped them to better understand the male experience of grief. 33
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