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• Frequently Asked Questions
•
Steps for a Successful Sleep Awareness Event
• Setting Your Goals and Identifying Your Audience(s)
• Identify a Task Force to Help Plan/Implement Your Activity
• Reserving Space
• Get Volunteers Involved in NSAW and Other Activities
• Promoting Your NSAW Event
• Press Kits
• Make NSAW Part of Your Marketing Plan
• NSAW 2005 Corporate Sponsors
• Education and Promotion Materials
How far in advance should I plan a community sleep
awareness event?
For a single event, you will need to plan at
least three months ahead, particularly if you
want to allow enough time for reserving space,
getting the participants or speakers, and publicity.
In some cases, such as events occurring
over several days or at different locations, additional
time will be required—preferably six
months of planning and preparing. (See the
sample case histories spotlighting NSAW activities
planned and implemented by a few CSAPs last year in
this section of this Toolkit.)
Why is it so important to set
goals and identify my audience very early?
Goals provide a rationale and purpose for
your activities. They also spell out what you
want to accomplish to help you determine if
your goals were met and if your effort was
worthwhile. Goals also help determine the type
of activity to conduct, who your audience will
be, and where to have your activities.
Identifying the audience allows you to tailor
activities and the location of the event to their
needs and interests. In general, you will want to
have interactive activities and select a site that
is familiar, attractive and accessible to your
attendees. Careful planning spells success!
How do I select materials for the event?
Again, consider your audience as well as the
theme for your event. Because people are overwhelmed
with so much information, it is helpful
to utilize all marketing and implementation
efforts. Flyers and other publicity items (exhibit booths,
for example) should all use the same
colors and images because people will recognize
them and associate them with your event.
Educational materials
also should be geared to your audience and theme. For example,
if you are targeting a consumer audience, you will
want to have some basic sleep materials, such as
NSF’s brochure "ABCs of ZZZs" or the Sleep
Sheet on “Sleep Tips.” Interactive tools such as
the “How’s Your Sleep?” self-test or NSF’s
Sleep Diary and Daytime Sleepiness Diary will
also appeal to many people. You should also focus
on materials relating to common sleep problems,
such as insomnia and sleep apnea. NSF
also has materials designed for special demographic
groups, such as women, children, and
senior citizens. You can order NSF educational
brochures and other educational materials from
NSF’s Web site at www.sleepfoundation.org.
Organizing a sleep awareness event is an exciting opportunity
for you to promote a better understanding of sleep and sleep
disorders in your community. This section of your NSAW Handbook
will help you determine what activities and materials are best
for your sleep center/ organization and for your selected site.
It will help you set and reach your goals, and prepare for
a successful event.
Your overall NSAW plan should include your
event(s), its goals, and your target audience. You should
also determine whether to provide general sleep information
or if you want to focus on a particular sleep disorder, population or issue.
Start early and reserve a public space that is easily accessible
and will attract many people (such as a shopping mall, a
community center, or a hospital lobby). Recruit volunteers
and/or staff to help prepare and conduct activities on the
day of the event, and order discounted NSF educational materials.
Consider partnering with a corporate sponsor, particularly
if there is a local company or health facility that markets
sleep-related products or provides treatment for sleep problems.
An effective publicity campaign can contribute to the success
of your event.
Remember that a successful program responds to the needs and interests of the
people you want to influence or motivate with your activity. For instance,
members of your community may want or need to learn more about various sleep
disorders, shift work issues, adolescents’ unique sleep needs, how the
elderly can improve their sleep or the seriousness of drowsy driving. Be creative
in determining what activities and materials to offer at your event or activity.
A list of suggested target audiences appears in the Introduction of this NSAW
Handbook.
As with any event, aim to recruit volunteers from organizations or groups who
have a vested interest in promoting healthy sleep, such as hospitals, patient
support groups, and occupational health professionals. These individuals
can help you brainstorm how to apply your NSAW messages most effectively
to reach your mutual target audiences. They can also provide “arms
and legs” to staff your event(s). Also see the list of sleep related
organizations included in the NSF Sleep Resources Guide. Links to these organizations
can be found on NSF’s Web site, www.sleepfoundation.org.
Once you determine whom you want to reach, consider sites that will be in close
proximity and will be attractive to your intended audience. For the general
public, a local shopping mall will attract a broad audience. A college or university
student union would give you great access to young adults. Or try a truck stop
or a highway rest area. Interested in affecting school policy? Try an educational
building. Are there a lot of shift workers in your community? Try a large company
site. Here are a few other ideas:
- community or senior center
- library
- house of worship
- transportation center (bus, train or subway
station, airport; department of motor vehicles office)
- worksite (factory with shift workers,
company conference room/human resources office/health office)
- hospital or sleep center
- sleep-related stores (mattress retailers)
- health clubs, day spas or recreation centers
- schools (college fraternities or sororities
and other students may be looking for public service opportunities)
- booth or space at another group’s health fair
Having an appropriate location and space for your event is
important. Explore a number of sites, then decide on and reserve
a location as far in advance of the activity as possible. Many
shopping malls, for instance, prefer to be contacted at least
six to eight weeks before a scheduled event. While potential
sites will have different rules and requirements concerning
public events, you’ll want to be prepared
to discuss the following issues:
- Purpose: Provide a simple, brief description
of the event you are proposing, including the goals, activities
you will offer, materials being distributed, and the audience
you hope to attract.
- Cost: You may be charged to use the
site and related equipment. Be sure to confirm in writing
any potential charges ahead of time (equipment, power, supplies,
handling, etc.).
- Equipment and Supplies: What hardware
and power needs will you have? You may need to arrange for
the following:
- two long tables and draping
- appropriate signs and easels
to hold them
- chairs for volunteers and the public
- attendance sheets
- markers
- pens/pencils
- and a TV, telephone, computer, VCR, monitor and stand (if showing videos).
Does the site provide or rent equipment? If not, does it have
restrictions on what and how much you can bring? Can you put
up signs and hang posters or banners? Make sure you have people
who know how to operate the equipment and are familiar with
the programs. It may also be necessary to have extra supplies
such as extension cords, tape and videos. Making a list of
equipment and supplies will be quite helpful as you prepare
for the day of the event.
- Time: Will your event last all day
or a few hours? (We recommend no less than two hours; four
to eight is best.) Some shopping malls require tables to
be staffed from mall opening to closing, which would greatly
increase your need for volunteers. How much time for set-up
and exhibit breakdown will you need — and what will
the site allow?
- Publicity: Can the site help you publicize
the event through its own avenues such as a Web site or newsletter?
If so, be sure to review all publicity materials in advance.
Does it have rules or restrictions about how you may advertise
the event?
- Amenities: Make arrangements so that
volunteers and staff have access to parking, break time,
rest rooms and refreshments.
- Liability: Some
sites will require you to sign a “hold harmless” agreement
or demonstrate that you have a certain level of liability
insurance. Your insurer or agent can provide you with a “Certificate
of Insurance."
Recruitment
The success of your sleep awareness event relies heavily on your staff and
volunteers. You may choose to assemble a task force to plan and work at the
event or you may recruit volunteers to work during an event. Recruit volunteers
from organizations, groups or the public who have a vested interest in promoting
healthy sleep.
Volunteers can be found in hospitals, patient support groups,
physicians’ offices
and through volunteer organizations. Consider asking patients or employees
to volunteer. Often word of mouth will be most effective. Sometimes an advertising
campaign is necessary, and you will want to announce a recruitment effort
for volunteers through organization newsletters, the local newspaper or by
posting flyers. Combining efforts can be efficient. Use the “Save the
Date” postcard
such as the one for NSAW (previously sent to you), a cover letter, an existing
flyer, ad or article to add an announcement for volunteers. Also consider
using a sign-up sheet following a public education program or other community
event for recruitment purposes.
Involving volunteers from the beginning,
possibly as members of your planning task force, secures their investment
and input into the event. As a representative of the target audience you
hope to reach, many volunteers can also provide insight into the most effective
outreach strategies and help formulate the program that meets the needs
of the audience while also reaching your organization’s
goals. At the same time, they can assist with the necessary tasks required
to prepare for and staff the event.
Getting the Right People
It is important to identify the characteristics you are looking for and develop
a job description or duties prior to recruitment so you will know where and
how to get volunteers. Make sure volunteers are in agreement with your messages
and intent on educating the public about sleep. Some volunteers may have a
personal situation or even a bias while others have a general interest in raising
public awareness about the value of sleep. Interview volunteers the same way
you do when hiring a new staff person. Ask questions based on the job responsibilities,
which may include preparing an advertising flyer, talking with people at a
booth, writing educational materials, calling the media or moderating a panel.
It is your responsibility to share information about your
organization and its goals, clarify the volunteer’s duties and train people as necessary,
convey the importance of volunteers to the organization, and provide information
on volunteer policies.
Volunteer Policies
Every organization that works with volunteers should have policies regarding
their supervision, forms for reporting hours worked, how to handle expenses
associated with their duties, and insurance coverage, as applicable.
Orientation and Training
Developing and requiring volunteers to attend an orientation not only better
prepares them for their responsibilities, but also demonstrates that you
are interested in their commitment to the organization, and are willing to
invest in them to assist you in meeting your goals. A quality orientation
and training program should provide volunteers with an understanding of your
organization, its mission, and assure you that they are qualified for their
positions. It will also facilitate understanding of job responsibilities
and your expectations.
Motivating Volunteers
Communication and keeping volunteers “in the loop” will help maintain
their interest and motivation for working with you. Have regular meetings and/or
communication so they will be well informed of your progress. Listen actively
and continuously to volunteers; sometimes they know as much as anyone about
what is going on. They also may have great ideas. People like to feel involved
and be part of the effort.
Another key to success is understanding a volunteer’s
motivation. Just being part of a cause or issue they believe in is important
to many people; they may be motivated by the camaraderie of working together
toward a common cause, or they may just enjoy the social contacts. Some volunteers
want to stay active and like using or gaining new skills. Many volunteers want
to be recognized individually or at a public event, and all of us like positive
reinforcement, such as being told we are making a difference.
During and Following the Event
Once volunteers are on board, let them know what is expected of them and make
their participation as convenient as possible. This may include offering
them shifts that match their schedules, providing transportation if needed
and possible, and offering frequent breaks and refreshments. When hosting
booths, it is important that volunteers be well versed on sleep topics and/or
be able to suggest resources where attendees can obtain the information.
This means being familiar with the materials that are distributed at these
events. Volunteers working with sleep centers should also be able to communicate
important messages about sleep to attendees and look for referral opportunities.
Following
the event, be sure to share information about your success to your volunteers.
Involve them in the evaluation and thank them for their contribution.
If you’re planning an event for NSAW, you will want to publicize it in
your local print and broadcast media, as well as in relevant newsletters and
other communications vehicles. You can do this by sending a media advisory
and/or news release to appropriate editors and reporters at newspapers, TV
and radio stations. The NSF Sleep Resources Guide will describe these media
tools in more detail. A timetable for preparing and distributing materials,
along with sample documents can be found in this NSAW Handbook.
If your event is being held at a shopping mall, place of worship, hospital or sleep center,
ask the host to advertise it on their Web site and provide a link to your organization’s
Web site for more information.
Press kits are useful tools to give to the media when you stage an event, or
to package special materials such as the Sleep in America poll or general information
about your sleep center or organization. Distributing a press kit will help
call special attention to your NSAW event and provide reporters with information
on the event, sleep issues that are its focus, and your spokesperson(s). Depending
on when your event is scheduled, it can also offer the opportunity to encourage
reporters to report on the poll results.
(Remember, you will have the poll results in advance, however, NSF will advise
you of the release date, which must be adhered to.)
Your press kit folder should include:
- press releases and/or media advisory for
your event or activity (samples are included in the “Sample
Documents” section of this Handbook; use the accompanying
Toolkit CD-ROM to download your copies);
- a fact sheet
about your organization and services you provide;
- copies of any NSF brochures and other materials you will
distribute at the event(s), and bios of speakers participating
in your event; and
- information such as statistics on important and relevant sleep-related issues.
Consider adding a list of suggested story angles and appropriate
resources for these stories, such as contact information for
sleep experts to be interviewed.
National Sleep Awareness Week® (NSAW) offers an invaluable opportunity to combine
public education with marketing for your organization. By planning activities
in your community that increase awareness of the importance of sleep and recognition
of the signs and symptoms of sleep disorders in the weeks and months leading
up to NSAW, you can also raise the visibility and credibility of your organization
in your community.
One way to extend the reach of your awareness activities during NSAW is to “partner” with
local businesses that provide products or services related to sleep. Working
with local businesses can be a “win/win” situation for both participants.
Your organization receives exposure to people it would not otherwise reach
and your local partner generates traffic and potential customers who might
not otherwise come to their business.
Identifying potential local partners
is relatively easy. Anyone selling products that are related to sleep is
a likely candidate. Sponsors of NSAW are a good place to start.
Check NSF’s
Web site at www.sleepfoundation.org to see which companies are sponsoring
the Week. Companies who have local dealers are likely to entertain
a joint effort more quickly than those working for their competitors.
Local businesses that have space available on site where you
could hold short educational events are particularly desirable.
Once
you have identified a potential partner, contact the manager
or owner to set up a meeting to discuss how his or her business
can use NSAW to build sleep awareness in the community AND
generate traffic for the store. The key to these partnerships
lies in keeping the role of each partner clear. For example, the role of
a CSAP is to serve as the sleep expert and in that capacity to
raise awareness of the importance of sleep and the signs
and symptoms of sleep disorders. The benefit you receive from the
partnership is access to a much larger universe of potential
clients. The role of the local business is to provide a
venue, advertising, and help in disseminating this message.
The benefit they derive is in their association with you, the
goodwill it generates in the community, and the additional
traffic they hope to generate. It is not the role of a CSAP
or other organization to sell or endorse products, nor is it
the role of the retailer to talk about the science of sleep.
When you contact the local manager or owner, start by offering
to provide an in-service presentation to the store’s
personnel on the basics of sleep using the NSF PowerPoint™ presentation “Basics
of Sleep,” or ”What
You Need To Know About Sleep Problems/ Disorders;” both can be found
on this CD-ROM for this Toolkit. With a buy-in from their staff, you could
then suggest an in-store education event where you provide the expert and
educational materials and the store provides the venue, advertising, and
promotion.
Potential partners could include local mattress retailers,
local furniture and home furnishings retailers, and hot tub
dealers. Specialty stores such as children’s
bed and furniture stores offer additional opportunities to present targeted
presentations on such current topics as infant and toddler sleep requirements.
Other partners might include large “warehouse store” type
retailers that sell bedding and mattresses. Some of these
operate 24/7, which offers the opportunity to present valuable
sleep information to employees, (many of whom really need it),
and then follow up with an event that brings new customers
to their facilities.
Sleep awareness events also provide an
opportunity to distribute NSF-produced educational materials
that you can ink stamp with your local facility’s
address and phone number. NSF’s Sleep Sheet, “Sleep Tips,” works
well for general audiences. Another, “Children and Sleep,” would
also be appropriate for most, but it works particularly well in conjunction
with retailers focused on children. Both are economical to purchase
and have a place on which to stamp your facility’s information.
A
sample letter you can send to a local retailer can be found in the “Sample
Documents” section of this Handbook.
NSF’s Corporate Sponsors for NSAW 2005 are committed to increasing public
awareness about the importance of sleep at both the national and local levels.
Promotional giveaways, sweepstakes and other opportunities offered by these sponsors
can help to draw attendees to your events. Supporters include companies that
manufacture and market medical equipment, devices, and medications as well as
makers of consumer products that enhance relaxation and sleep (bedding, hot tubs,
over-the-counter remedies). A list of 2005 corporate sponsors will be mailed
to you, or you can check the NSF Web site at www.sleepfoundation.org/NSAW/sponsors.cfm#1.
Other sponsors to consider:
- Local corporations or retailers
- Managed care organizations
- Traffic safety organizations, education- related organizations, etc.
Enclosed in this Toolkit you will find the NSF Products Catalog
for educational brochures, newsletters, videos and more. NSF
is developing special NSAW promotional materials that can be
purchased, including posters, buttons and other products. NSAW
partners receive a 20% discount on all items, unless otherwise
specified. When ordering materials for National Sleep Awareness
Week®, allow at least six weeks for materials to be delivered
due to high demand.
Representatives at your event site should
be able to help you determine quantities of materials to
order. In a fairly busy shopping mall, consider ordering
60-100 brochures per hour of your activities. Besides NSF
promotional materials, you should have the following items
on hand:
- Your own brochures and educational materials.
- Sign-in sheets
for the media and for those
waiting for sleep specialists. You might also find a general
list of visitors helpful for future purposes.
- Pens, pencils,
paper, tape, scissors, a ruler,
paper clips, safety pins.
- Promotional giveaways for the
public —
pencils, key chains, etc. (optional)
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