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Challenge

Health Affairs Institute (HAI), West Virginia’s public health institute, retained BlaineTurner Advertising (BTA) to conduct a focus group and retain actionable insights for the WV Pathways to Professional In-Home Care program. The agency saw the focus group as an opportunity to comprehend participant experience and strengthen program messaging by:

Situation Analysis

The WV Pathways to Professional In-Home Care is a well-regarded program among participants due to the opportunities in enhancing caregiving skills, obtaining compensation for training, and a cohesive transition to a professional career. However, the program lacked a clear assessment of participant appeal to engagement and relatability. Understanding participant insights on preferred media channels and how program messaging could be refined for a diverse audience was needed.

Through these insights, our team concluded that enrollment experience, transportation accessibility, outreach material optimization, and advertising imagery were all areas that prompted improvement.

Strategy and Execution

A focus group and individual interview methodology was implemented to the research to facilitate direct interaction, gain valuable qualitative data, and identify recurring themes. There were three focus groups and one semi-structured interview, with 11 participants recruited as existing members of the program. The key topics discussed were motivations for participation in the program, communication preferences, and advertising material perceptions.

The moderator of the focus group was a corporate/academic experienced conductor, as well as a BTA team member who assisted in facilitation efforts. The discussions were then transcribed to identify key themes. The participants received a $25 Walmart e-gift card for participating.

Results

This research offered findings such as opportunities for expansion and clarity, text messaging and Facebook as primary methods of communication, the value of printed materials, and preference of digital options to navigate easily. The recommendations included refinement in messaging, content style, outreach, and recruitment/onboarding.

These findings guided the strategy behind improved outreach materials and communication. The BTA team enhanced rack cards, print flyers, yard signs, and more to improve content and design for relatability. The updated materials provide user-friendly visuals and accessibility through QR codes, direct links, brighter color palettes, and prominent language. The materials are developed, approved, and prepared for distribution efforts—aiming to reach the intended audience and increase engagement.