Meeting Minutes:
Media Domain
May 15, 2013 – 1:00 p.m. – 3:00 p.m.
5095 Murphy Canyon Rd., Suite 105
San Diego, CA 92123
Next Domain Meeting:
Media Domain
June 11, 2013 – 2:00 p.m. –3:30 p.m.
5095 Murphy Canyon Rd., Suite 105
San Diego, CA 92123
Attendees:
Blanca Melendrez (Network for a Healthy CA), Dan Bennett (County of San Diego HHSA), Dr. Natalie Muth (American Council on Exercise),
Cheryl Moder (CHIP), Melanie Cohn (CHIP), Leslie Linton (PHCG)
Recorder:
Marie Lawrence (CHIP)
Topic / Issue
Discussion


Review Social Media
Strategic Plan
Melanie reviewed the draft social media strategic plan.
Feedback:
o YouTube - Blanca suggested purchasing clips of COI interviews from news stations
and posting best practice interviews on the COI YouTube channel. The purchase price
is normally $60-$70. The COI will follow up with J Walcher to reclaim 5210 videos
on YouTube.
o Content Types - Add evaluation reports and case studies as a content type and add
them to the COI website.
o Website – Natalie said the Strategic Plan should including language about making the
COI website the go-to resource for all childhood obesity information in the county.
o Pinterest - Natalie suggested using Pinterest to educate the media on image use related
to childhood obesity. Blanca suggested adding partners’ photos (without copyrights)
and images from a statewide gallery.
 Melanie will look at ACE’s Pinterest account to see how it is used and decide
whether it will be an effective medium for the COI.
Action
Marie will follow up with J
Walcher to reclaim 5210
videos on YouTube.
Marie will add evaluation
reports and case studies to
the website.
Melanie will look at ACE’s
Pinterest account to see
how it is used and decide
whether it will be an
effective medium for the
COI.
Melanie and Marie will
revise the Social Media
Topic / Issue
Discussion




Review Press Kit
Action
The Social Media Strategic Plan is very ambitious. Current staff and partner capacity cannot
fully support each medium and goal.
o Dan suggested that the COI seek additional staff support for media.
o The group discussed and the staff agreed to explore request communications funding
in future grants proposals.
o Blanca suggested the COI pilot a few channels at a time and use the data gathered
about usage and impact to make the case for media funding in grant applications.
Melanie and Marie will revise the Social Media Strategic Plan per domain partners’
suggestion. The group will review the revised plan at the next meeting and set priorities.
Strategic Plan per domain
partners’ suggestion.
Melanie reviewed the draft press kit.
Feedback:
o Natalie suggested including the Facebook and Twitter handles on the cover letter.
o The group agreed the clips should be tailored to the type of event and should be
factually correct.
o Dan suggested explaining the word “domain” on the COI one-pager.
o Blanca suggested adding a note indicating that Cheryl and the three co-chairs are the
generally appointed media spokespeople.
o Melanie will update the format of the media contacts sheet and the COI
accomplishments document.
o Blanca suggested that the COI one-pager be printed on glossy paper.
o Dan suggested including links to galleries of images the COI approves for use in
childhood obesity stories.
o Once the press kit is revised, Marie will add it to the COI website.
o Natalie suggested explicitly positioning the COI as the clearinghouse of information
on childhood obesity in the county and indicating that the COI can connect the media
with local experts.
Melanie and Marie will
revise the press kit per
partners’ suggestions for
review at the next meeting.
The group will review the
revised plan at the next
meeting and set priorities.
Topic / Issue
Discussion
Action
o Blanca suggested that the accomplishments document include big accomplishments




Overarching
Strategies
since the COI’s inception, and that accomplishments be explain and free of jargon.
o Cheryl suggested adding information on 5210 Every Day!
o Natalie suggested listing COI partners as a show of force and as recognition for active
partners.
o Natalie suggested listing Cheryl’s title with the CHIP affiliation and mentioning CHIP
in the cover letter.
o Marie suggested including a one-page fact sheet with relevant statistics, including
sources.
o Blanca suggested removing the 5210 logo from the COI one-pager.
Melanie and Marie will revise the press kit for review at the next meeting.
The COI has adopted two overarching strageies: (1) Reducing access to and consumption of
sugar-sweetened beverages; (2) Establishing Safe Routes to Healthy Places.
Melanie reviewed the Media Domain ideas for both overarching strategies generated at the
COI Strategic Planning Retreat and the recent workshop on Safe Routes to Healthy Places.
After discussion, the domain partners agreed to the following workplans:
o Social Media Strategic Plan
 The domain will prioritize key components of the Social Media Strategic
Plan and formalize them into a workplan.
o 5210 Every Day!
 This workplan should focus on disseminating 5210 materials and messaging,
with emphasis on children ages 0-5.
 Activities might include:
 Track materials dissemination. COI staff will find out if HHSA,
which is also printing materials, will also track who receives them.
 Consolidate the 5210 YouTube and Facebook accounts with the COI
Melanie will work with
Chris and Leslie to review
the domain workplans.
Cheryl will include goals
around the overarching
strategies in the revised
Communications Plan.
Topic / Issue
Discussion
accounts.
 Include 5210 information in the press kit
 Engage Media Domain partner to disseminate materials at AAP
events and to physicians via EMRS/cobranded prescription pads
o Recognition Awards
 This workplan should be continued with the following changes:
 Include the COI deliverable to nominate a partner for a third-party
award
 Prompt domain champions to recognize a partner working in each
domain every six months
o Media Relations
 This workplan will continue with the following changes:
 Track media coverage via the CHIP tracking tool and in this
workplan
 Send talking points to partners who the COI knows will be giving
interviews on the COI or related projects/events
 Provide feedback to partners who were interviewed when media
stories on COI work do not mention the COI
o Overarching Strategies Messages
 The new workplan will support both overarching strategies. Media Domain
partners will undertake the following activities:
 Pending the Healthcare Domain’s definition of SSBs, develop key
messages for all COI partners; consider Rethink Your Drink for the
overarching strategy on sugar-sweetened beverages
 Include information on the two overarching strategies in the press kit
 Develop overarching strategies talking points for each domain
Action
Topic / Issue
Partner
Announcements
Discussion

Cheryl will include the overarching stragies in the revised Communications Plan goals.

Natalie offered to connect COI staff with Sarah at ACE to collaborate on a Twitter chat during
the Childhood Obesity Conference. Natalie also invited the COI to place materials on ACE’s
table at the conference.
Natalie has a contact at San Diego Living, a morning television show, if the COI needs media
coverage for an event or wants to give partners media experience

Action