Marketing Respite to Family Caregivers: Moving Beyond Awareness

July 27, 2011

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Successful Lifespan Respite programs build public awareness and encourage family caregivers and others to action on behalf of respite. But before you book that billboard space, write that pharmacy bag ad, or record your radio PSA, it’s important to be clear on who you want to reach, what you want them to do, and why they might not already be doing it. Alicia Blater, the North Carolina Lifespan Respite Project Director, who worked for 10+ years in public relations and marketing, will walk us through the basics to prepare us to be more successful at implementing the subtleties of messaging and marketing. Alicia will talk about the benefits and barriers our target audiences may be experiencing as they see and hear messages about caregiver services, and present one possible approach to help you develop your own messages. This is especially critical for respite, which is already encumbered by misunderstandings and limited exposure among family caregivers, professionals and the public. This webinar will be most useful for Lifespan Respite Grantees and their partners.


Alicia Blater, M.S., APR, Family Caregiver Support Program Consultant, Lifespan Respite Project Director, NC Division of Aging and Adult Services

Alicia Blater earned a bachelors degree in public relations from Brigham Young University and worked for ten years in media and healthcare communications in and around Salt Lake City, Utah. She is accredited in public relations from the Public Relations Society of America and credits those years spent in home care, hospice, and hospital services as positive training ground for her eventual transition to aging services. Alicia has a post-baccalaureate certificate in non-profit management and a masters degree in gerontology from the University of North Carolina at Greensboro. Her earlier positions have garnered her local, state, and national awards for her efforts to increase vaccination rates and emergency preparedness action among older adults.


The BEHAVE Framework developed by the NC Lifespan Respite Project to provide a behavioral framework for developing marketing messages to family caregivers and others.

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