OKLAHOMA TWO-NERS

Research
Presentation
ON GUIDING RIGHT, INC.
PRESENTATION
OVERVIEW
TODAY'S REPORT

Meet the Team

Executive Summary
Problem Statement
Situation Analysis
Research Goals
Research Results
 MEET THE TEAM
PART ONE

Jordan Craig Amy Harris Kayla McCullough

Staff Sergeant, USAFR Is a twin Runs a fashion blog in her
spare time
 MEET THE TEAM
PART TWO

Emily Quesada Ronnie Rhodes Megan Sherrill

Can tell you anything Born at 2:47 a.m. Loves sports & interns for
about celebrity gossip OU Athletics
EXECUTIVE SUMMARY
OUR WORK SO FAR

Guiding Right, Inc. is an Oklahoma City based organization that aims to decrease social,
economic, and health disparities in vulnerable populations, primarily through free HIV
testing and other health screenings. The Oklahoma Two-Ners have conducted research
through interviews and a focus group to understand public perception and internal
strengths and weaknesses of Guiding Right. This research includes a situation analysis,
an in-depth look at the focus group and interview data, research goals and results, as well
as a report conclusion to give a broad overview of what the team learned. The Oklahoma
Two-Ners worked to learn more about how the organization can improve their
communication efforts with the public as well as gage awareness and competition.
PROBLEM STATEMENT
FOR GUIDING RIGHT, INC.

Many Oklahomans with HIV lack the necessary resources to receive care
or be tested for HIV and other related health issues. Guiding Right’s goal
is to decrease disparities that lead to these circumstances and increase
opportunities for vulnerable populations to receive testing and care.
Addressing an outdated communication strategy with Guiding Right
leadership will assist them in achieving these goals and expanding the
reach of their mission.
 SITUATIONAL ANALYSIS
Internal/External Factors, Target Stakeholders, SWOT, Competitive Analysis
 INTERNAL FACTORS
2 locations (OKC and Tulsa)
PREP/ PEP are newer additions
Van coming soon
New Hope Wellness Center set to
launch by June 2020
EXTERNAL FACTORS
Typically known only by those who
need the services
Funding is regulated to certain
locations
Stigma heavily impacts
willingness to get tested
PRIMARY STAKEHOLDER
BARRY BRIGHT, UNIVERSITY EMPLOYEE
AGE: 29, TYPE: CLIENT

Motivations
Social justice & advocacy, being financially responsible,
community growth

Goals
Advocate for underrepresented populations, destigmatize
HIV, improve community relations

Pain Points
Cost of HIV medication, HIV stigma & discrimination,
concerned about moving up in career

Behaviors
Spends most of day at work with students, active social
media user
SECONDARY STAKEHOLDER
ISABELLA ALVAREZ, COLLEGE STUDENT
AGE: 19, TYPE: POTENTIAL CLIENT

Motivations
Social justice, learning more about HIV/AIDS & educating
the LGBTQ community about the differences

Goals
Help destigmatize HIV/AIDS & informing the LGBTQ
community on ways to stay proactive in their healthcare

Pain Points
The stigma that follows HIV/AIDS in the LGBTQ
community & the cost of healthcare

Behaviors
College student who spends most of her time in class or
studying, very active on campus & on social media
SECONDARY STAKEHOLDER

MARK MANNING, BANK MANAGER

AGE: 38, TYPE: DONOR
Motivations
Brother died from AIDS in 2006, finally has the disposable
income to donate to a cause he’s passionate about

Goals
To become the Chief Financial Officer for his bank by the
time he’s 50

Pain Points
The stigma around HIV/AIDS affects him and his
willingness to openly support Guiding Right, Inc.

Behaviors
Works at a local bank, loves to spend time with his wife
and two daughters
 SWOT ANALYSIS

Strengths Weaknesses
Size No CRM for donors
Multiple services offered Lack of staff to maintain social media accounts
Knowledgable staff Lack of knowledge to maintain social media accounts
Overall organization expertise Website lacks appeal/ technological improvements
HIV testing is free Small target population

Opportunities Threats
Gain overall awareness Negative stigma
Connect with target population/ LGBTQ groups Hard to reach target population
Increase funding Inconvenient location
Develop skills to maintain social media Variety of services make it harder to market
Improve website Most primary care physicians offer STD/STI testing
Primary Care Providers
Many people would choose to go to their
primary care physician or urgent care for
services that could be provided at Guiding
Right

COMPETITIVE
Planned Parenthood OKC ANALYSIS
Planned Parenthood also provides
resources and testing similar to Guiding
Right
RESEARCH GOALS
Goal #1: Set Baseline
Determine Guiding Right’s target audience
Identify internal/external factors, as well as strengths,
weaknesses, opportunities, and threats

Goal #2: Gauge Awareness

Figure out what the general public does and does not know about
HIV prevention and Guiding Right’s mission

Goal #3: Judge Strategy

Obtain opinions on Guiding Right’s current brand and
communication channels
 RESEARCH RESULTS
Methodology/Sampling Explanation, Interview/Focus Group Findings, Conclusions
 METHODOLOGY
Main Focus: assessing awareness
and perception; gauging
effectiveness; social media
behaviors and habits
Use of marketing materials &
information on data management
and communication efforts
SAMPLING
Targeted Groups: healthcare,
nonprofit sector,
communication & marketing
experts, college students
Assisted in obtaining
knowledge regarding awareness
and ways to improve the
organization
INTERVIEW FINDINGS
CAROLINE SPARKS
GENDER + EQUALITY CENTER INTERN
CHARLES INGENE
MARKETING PROFESSOR
KATIE QUALLS FAY
GODDARD HEALTH EDUCATOR
KATHERINE KENNEDY
WILLOW PREGNANCY SUPPORT EMPLOYEE
The Gender and Equality Center has found great success with the use of social media
when discussing taboo topics. They believe working with Guiding Right on social
media and outreach would be mutually beneficial.
Guiding Right's target population is very specific which makes it a difficult audience to
market toward. Reaching out directly to schools, LGBTQ groups, and other groups that
align with Guiding Right's target population would help a lot.
Fay believes there is widespread misunderstanding of HIV and HIV stigma and
prevention. It is a difficult subject to tackle because of the spread of misinformation.
However, she believes that with the spread of truthful information, HIV education, and
access to treatment, there is hope for overcoming HIV and its negative connotations. Fay
believes that Guiding Right would be an asset to the community, after improving
communication.
From working with nonprofits for several years, Kennedy believes the biggest
opportunities for small nonprofits looking to grow include a CRM, partnerships,
increased marketing efforts, and a strong foundation.
 Overall awareness of
Guiding Right is very low

FOCUS GROUP Primary outreach tools

FINDINGS like social media and
their website need to be
improved and updated
THE MAIN THEMES

Stigma and religious

beliefs pose as
opposition
 FOCUS GROUP FINDINGS
THEMES & QUOTATIONS

Awareness Outreach Stigma

"I don't think any of us "The website looks "In Oklahoma, a lot of
have heard of Guiding outdated and appears religious people don't
Right or what it to be slightly difficult to agree with
provides." navigate." homosexuality. This
probably contributes to
the stigma."
 Clarity
Clarification of mission, vision,
values, and overall goals

CONCLUSIONS Community Relations

Practicing stewardship for clients,
WHAT WE KNOW NOW donors, volunteers and more

Marketing
Finding alternative means of
promoting programs, services, and
HIV/AIDS awareness
THAT'S ALL!

ANY QUESTIONS?