The WIC Program s Regional Authorization Project, Food Nutrition Requirements

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1 I (A). VENDOR MANAGEMENT To provide onsite technical assistance to 50% of the Program s authorized vendors. METHODOLOGY: The WV WIC Program s Regional Authorization Project will conduct site visits for four (4) of the State s eight (8) WIC regions during each fiscal year. Site visits will also be made to additional vendors throughout the state as specific problems or technical inadequacies are identified. The WV WIC Program s Regional Authorization Project results in our making on site visits to every active vendor at least once every two years. Visits for routine monitoring purposes will also be made as needed. While it might be possible that the four (4) regions visited during a particular fiscal year may not meet the 50% goal the number of vendors visited during the preceding year or following fiscal year will exceed this goal. During federal Fiscal Year 2012, all vendors in four of the eight WIC regions were visited prior to re-authorization. This number of visits was 149 of the approximately 332 vendors on the program. The goal of providing on site monitoring to 50% of the Program s authorized vendors was exceeded. This goal has been revised due to the transition from a two year to a three year reauthorization cycle and continued below. REVISED To implement the transition from a two-year to a three-year reauthorization period for active vendors. METHODOLOGY: The WV WIC Program s Regional Authorization Project will conduct site visits for all of the State s eight (8) WIC regions during the three-year certification cycle. Site visits will also be made to additional vendors throughout the state as specific problems or technical inadequacies are identified. The WV WIC Program s Regional Authorization Project results in our making on site visits to every active vendor at least once every three years. In addition,visits for routine monitoring purposes will be made as needed. This will be an ongoing goal during federal Fiscal Year 2013; all vendors in the eight WIC regions will be visited prior to re-authorization. This goal is new for fiscal year of 19

2 I (B). VENDOR MANAGEMENT To investigate a minimum 5% of the Program s authorized vendors for compliance with federal regulations using an outside contractor, in addition to state staff. METHODOLOGY: The investigator, under the direction of the unit supervisor, manually selects vendors for compliance buys based upon participant and local WIC office complaints and high risk reports generated from the computer system. All complaints and/or reports are evaluated according to the severity of the possible infractions to the program. By completing these investigations we hope to establish completion of our 5% goal of investigating vendors. Past documentation has supported this method as an acceptable method to reach our goal due to the numbers of complaints and computer hits on the high risk report. Should we be able to establish a contract with a private investigative firm, this would provide the means necessary to conduct more comprehensive vendor investigations. The evaluation process will consist of monitoring our compliance buys sales during the year in order to keep up or maintain the 5% requirement. Calculations will be completed from both manual reports and computer generated reports and measured against the current number of authorized vendors. Should the contract for an investigative firm come to fruition, our existing compliance officer would be the liaison between the firm and the state office, communicating the appropriate vendor information and tracking the status of open cases. Our records indicate that we have completed 20 investigations to date during Fiscal Year The investigations were conducted due to designations as high risk vendors, as a result of participant complaints, or random buys. The investigations yielded 3 vendors whose non-compliance with WIC regulations resulted in sanction points. We had approximately 332 vendors at the beginning of fiscal year With three months left in this fiscal year, we will exceed our goal of 5%. The goal to investigate a minimum 5% of the Program s authorized vendors for compliance with federal regulations was met using state staff. The goal to use an outside contractor was not met due to a lack of funding. Ongoing investigations will continue as a goal in FFY 2013, but has been revised below to reflect how the investigations will be conducted. REVISED To investigate a minimum 5% of the Program s authorized vendors for compliance with federal regulations utilizing The WV Office of The Inspector General staff, in addition to state staff. 2 of 19

3 METHODOLOGY: The investigator, under the direction of the unit supervisor, manually selects vendors for compliance buys based upon participant and local WIC office complaints and high-risk reports generated from the computer system. All complaints and/or reports are evaluated according to the severity of the possible infractions to the program. By completing these investigations we hope to establish completion of our 5% goal of investigating vendors. Past documentation has supported this method as an acceptable method to reach our goal due to the numbers of complaints and computer hits on the high risk report. The evaluation process will consist of monitoring our compliance buys sales during the year in order to keep up or maintain the 5% requirement. Calculations will be completed from both manual reports and computer generated reports and measured against the current number of authorized vendors. The existing compliance officer will be the liaison between the OIG office and the WIC office, communicating the appropriate vendor information and tracking the status of open cases. This goal is new for fiscal year I (C). VENDOR MANAGEMENT Provide excellent, consistent and accessible technical training to all WIC vendors within a two year cycle. METHODOLOGY: The West Virginia WIC Vendor Unit will hold training sessions in each of the eight WIC local agency regions within a two year cycle and monthly training sessions at the State WIC Office using a detailed power point presentation, training videos and printed materials. The evaluation of the effectiveness of the training is completed by the use of evaluation forms at the end of each training session. The evaluation form allows for 5 responses. 1 represents Poor, 2 represents Fair, 3 represents Good, 4 represents Average and 5 represents Excellent. The Evaluation Form also allows space for comments. The comments received were both favorable and instructive in regards to thoroughness of information given and ability of the trainer to respond to any question posed by the vendor audience. Interactive training is an ongoing process to assure vendors receive this type of training once in a two year cycle. Regional training has proven to be very helpful and popular with the vendors as the trainer provides several training opportunities at different sites within their regional area. We will continue to provide interactive training on a monthly and quarterly calendar period to meet the 3 of 19

4 training needs of our vendor population. Evaluation forms will continue to be used for determination of additional vendor training needs and/or training program changes. This goal has been revised due to the transition from a two year to a three year reauthorization cycle and continued below. REVISED Provide excellent, consistent and accessible technical training to all WIC vendors within a three-year cycle. METHODOLOGY: The West Virginia WIC Vendor Unit will hold training sessions in each of the eight WIC local agency regions within a three year cycle and monthly training sessions at the State WIC Office using a detailed power point presentation, training videos and printed materials. The evaluation of the effectiveness of the training will be completed by the use of evaluation forms at the end of each training session. This goal is new for fiscal year I (D). VENDOR MANAGEMENT Develop an on line training program for WV WIC authorized vendors to afford vendors an alternate method of receiving their yearly training. METHODOLOGY: The West Virginia WIC Vendor Program Manager will utilize the experience of the Office trainer to incorporate the use of an on line training program connected to the WIC web page. This training program will mirror existing training conducted by field trainers. This form of training has been an ongoing project. The Department of Health and Human Resources has been using a form of this training over the past five years, and have developed numerous Web CT training courses. We anticipate placing an on-line training program to meet our annual requirement. This program will consist of a narrated power point presentation. The trainee will then complete a form with areas specific for them to write questions and return the form to the Vendor Unit for a written response and to verify course participation. We hope to have it operational in the fall of We will make the on line training available to all vendors. Those vendors who accumulate sanction points in excess that requires mandatory training will come to Charleston for a one-on-one interactive training session. This goal has been met with the successful use of online training for vendors and is now complete. 4 of 19

5 I (E). VENDOR MANAGEMENT Solicit commitment from authorized WIC vendors and members of the grocers and retailers associations to establish a Vendor Advisory Committee. METHODOLOGY: The West Virginia WIC Vendor Unit will gain commitments from existing vendors and interested parties from the retail food community to provide guidance for the implementation of the current food package, minimum stocking requirements, training, etc as well as build a collaboration and venue for future input regarding changes in the WIC Program. By using this approach, we hope to experience increased communication with external stakeholders allowing facilitation of a strategic team approach to WIC vendor issues within the state of West Virginia. The West Virginia WIC Vendor Unit will evaluate this goal by the number of external stakeholders involved and use their participation as a means to gain additional retailer interest in a Vendor Advisory Committee. Throughout the course of 2011, the Vendor Unit re-established relationships with corporate representatives from Kroger, Wal-Mart and Food Lion. Two of the three had representatives who participated in the Love to Grow Advisory Council. It is the hope of the WV WIC Vendor Unit to expand this relationship to a Vendor Advisory Committee. In FFY 2012, communications directly to vendors through direct meetings, newsletters and phone contacts continued but unfortunately yielded little or no interest. Due to a lack of interest this goal has been closed. I (F). VENDOR MANAGEMENT Begin informing and educating vendors on the use of EBT and introducing the contractors who will be requesting information from vendors on their existing cash register and Point of Sale devices so the system can be designed. We also will be discussing an EBT interface with our existing State Agency Model contractor so the two software applications will be able to work together. METHODOLOGY: The West Virginia WIC Vendor Unit will begin informing retailers in July of 2012 of the EBT process and how going to an EBT system will affect the way WIC is accepted at the store level. This system will also provide hard data on specific purchases of WIC foods and provide instantaneous WIC food item pricing, thus enabling a more precise NTE across vendor peer groups. We will continue to hold conference calls, issue bullets in the 5 of 19

6 quarterly WIC r Basket, and site visits to ensure the vendors are aware of the EBT system. The West Virginia WIC Vendor Unit will assess the effectiveness of an EBT system by conducting a pilot in one service region. This pilot is scheduled for late summer, 2013 and will incorporate approximately 40 retailers of various sizes/peer groups. Once the pilot is complete, adjustments to the system will be made to ensure an effective system to reimburse vendors is in place. The West Virginia WIC Vendor Unit began informing retailers of the EBT process, and how an EBT system will affect the way WIC is accepted at the store level. Meetings and conference calls were held in March and April, 2012 with 212 vendors participating. It is also noteworthy to mention a separate conference call was held for the largest vendors in WV - Kroger, Wal-Mart, and Food Lion - to explain the EBT system in regards to their integrated delivery systems. We have continued to host conference calls, issue bullets in the quarterly WIC r Basket, and complete site visits to ensure the vendors are aware of the EBT system. The EBT project is projected to go into pilot status in early This goal is ongoing for FFY II. (A). NUTRITION SERVICES To empower families to build a healthy plate wherever they go. METHODOLOGY: Provide WIC participants access to education, tools, information and support for behavior change. Collaborate with like-minded, creative partners with similar goals. Local Agencies submit a Nutrition Education Plan for their agency. The Plan is reviewed and approved by the State Nutrition Education Coordinator. Progress is monitored by the State Nutrition Education Coordinator. The West Virginia WIC Program will work with partners, USDA, NWA to provide nutrition education materials, information, ideas, and recipes to be distributed to WIC Participants. Throughout FY 2011 and 2012, the revised Dietary Guidelines and My Plate were presented during nutrition education opportunities in WIC clinics. Implementation of the expanded WIC Food Packages (October 2009) continue to present opportunities to reinforce nutrition messages. Specifically in FY 2012, the WV WIC Program promoted the message of becoming aware of the importance of choosing foods with lower sodium content according to the recommendations of the Dietary Guidelines as well as developed a handout on My Plate. In FY 2013 WV WIC will address 6 of 19

7 II. (B). NUTRITION SERVICES obesity, portion sizes and eating healthy with the message Build a Healthy Plate Wherever You Go. This goal is a new goal for Promote the nutrition message of becoming aware of the importance of choosing foods with lower sodium content. METHODOLOGY: Provide WIC participants access to education, tools, information and support for behavior change. Local WIC clinics will utilize the nutrition education materials developed by the state office during individual and group counseling contacts. Bulletin boards and displays for the clinic and in the community will promote a healthy breakfast message. The State Agency will develop a nutrition topic tool including VENA-based, open discussion questions as an additional resource for promoting the importance of choosing foods with lower sodium content. Operational assistance funds will be requested to support cooking demonstrations and taste testing during these sessions. Local Agencies submit a Nutrition Education Plan for their agency. The Plan is reviewed and approved by State Nutrition Education Coordinator. Progress is monitored by Nutrition Education Coordinator. The annual Nutrition Education Plan and mid-year progress report will be reviewed to determine if and how the methodology was implemented in local clinics. The State Nutrition Education coordinator met with the local agency Nutrition Liaisons to plan strategies and choices of supplemental nutrition education materials to meet nutrition education goals. WV WIC staff created a caring atmosphere and provided samples of delicious satisfying food. Local Agency monitoring, and review of LA Nutrition Plans and progress reports verified that State and LA goals were followed. This goal is complete. II. (C). NUTRITION SERVICES WIC participants will develop an awareness of strategies to feed their families on a budget. METHODOLOGY: Provide WIC participants access to education, tools, information and support during individual and group nutrition contacts for increased awareness of appropriate feeding practices for infants and toddlers. The State Agency will develop a nutrition topic tool including VENA-based, open discussion questions as a resource for educating participants about appropriate feeding practices for infants and toddlers. Bulletin boards and displays for the clinic and in the community will offer information on strategies to feed WIC families on a budget. 7 of 19

8 Local Agencies submit a Nutrition Education Plan for their agency. The Plan is reviewed and approved by State Nutrition Education Coordinator. Progress is monitored by Nutrition Education Coordinator. The annual Nutrition Education Plan and mid-year progress report will be reviewed to determine if and how the methodology was implemented in local clinics. The annual Nutrition Education Plan and mid-year progress report was reviewed by the State Nutrition Education Coordinator to determine that Nutritionists and Paraprofessionals educated participants on appropriate feeding practices for infants and toddlers. A Nutrition topic Tool was developed by the State Agency. Bulletin Boards and displays were developed by the local agencies. This goal is complete. II.(D). NUTRITION SERVICES To encourage families to try new foods. METHODOLOGY: Provide WIC participants access to education, tools, information and support for behavior change. Local WIC clinics will utilize the nutrition education materials developed by the state office during individual and group counseling contacts. Bulletin boards and displays for the clinic and in the community will promote a message to try new foods. The State Agency will develop a nutrition topic tool including a VENA-based, open discussion questions as an additional resource for promoting the message to try new foods. Operational Adjustment Funds will be requested to support cooking demonstrations and taste testing during these sessions. Local Agencies submit a Nutrition Education Plan for their agency. The Plan is reviewed and approved by the State Nutrition Education Coordinator. Progress is monitored by the State Nutrition Education Coordinator. The annual Nutrition Education Plan and mid-year progress report will be reviewed to determine if and how the methodology was implemented in local clinics. This is a new goal for II. (E) NUTRITION SERVICES Provide additional funds to local agencies that will allow breastfeeding peer counselors to visit local hospitals and other health care providers in order to assist the medical community in helping the mother to initiate and continue to breastfeed longer. 8 of 19

9 METHODOLOGY: 1. Provide additional funding from the State WIC Office to local agencies specifically for breastfeeding peer counselors for increased peer counselor services in hospitals. 2. Promote the importance of breastfeeding to health care professionals targeting OB-GYN and Pediatric offices. 3. Provide training opportunities for the staff and peer counselors on updated breastfeeding promotion, support, and management skills throughout the year. 4. Provide breastfeeding counseling to participants with one-on-one contacts and group class discussion. 5. Promote the importance of breastfeeding to the public through: World Breastfeeding Week (Month) activities in August Continue building the West Virginia Breastfeeding Alliance (WVBA) state coalition 6. Visit WIC clients at the hospital after giving birth in a timely manner to educate and support them while initiating breastfeeding and the importance of exclusive breastfeeding. The WV WIC program will measure rates of breastfeeding initiation and duration among the WV WIC population using computer-generated reports. Funds were provided for peer counselor hours for counseling, as well as visits to birthing hospitals throughout the state on the average of two days per week. Initiation and duration reports are created routinely to share with Local Agencies. Hospital initiation rates among WIC & Non-WIC population were accessed through the Center of Disease Control (CDC) Website. State Breastfeeding Coalition is continuing to build membership with additional WIC Peer Counselors. Training on the new Loving Support Curriculum provided as well as webinar presentation on Boosting Low Milk Supply. The Certified Lactation Specialist training will be held in October This goal is ongoing and will be continued in 2013 to help increase breastfeeding rates in the state as well as educating the community about the importance of breastfeeding. 9 of 19

10 III.(A). INFORMATION SYSTEM Develop and implement the business processes and associated technology to provide Electronic Benefits Transfer (ewic) issuance, redemption, payment, and reconciliation services to distribute WIC food benefits in the State of West Virginia. METHODOLOGY: 1. During project execution the State Agency will work with the ewic service provider to implement the ewic system. 2. Provide project management and contract administration throughout the duration of the project. 3. Manage the transition from project implementation to operations. The e-wic service provider submits a Project Management Plan. The plan is reviewed and approved by the ewic Steering Committee and progress is monitored by the ewic Coordinator. The effectiveness of the EBT system will also be assessed by conducting a pilot in one service region. This pilot is scheduled for early 2013 and will incorporate approximately 40 retailers of various sizes/peer groups. Once the pilot is complete, adjustments to the system will be made to ensure an effective system to reimburse vendors is in place. Statewide implementation of ewic/ebt is scheduled for late summer The EBT project is still in the early design phase. Due to a delay in the implementation of our new MIS application, we are attempting to pilot EBT separately from Crossroads. This will entail supplying electronic benefit distribution from our current clinic application (STORC) until such time Crossroads integration for EBT becomes possible. With State Purchasing approval, we hope to pilot STORC and EBT in early This goal is ongoing for IV. ORGANIZATION AND MANAGEMENT No goals for FFY 2013 V. NUTRITION SERVICES AND ADMINISTRATION EXPENDITURES No goals in FFY VI. FOOD FUNDS MANAGEMENT No goals in FFY VII (A). CASELOAD MANAGEMENT 10 of 19

11 Implement the WV WIC Five-Year Outreach Plan of Building Relationships ( ) METHODOLOGY: Review the state outreach plan each year with local agencies during the directors meetings in order to provide guidance for each local agency s annual outreach plan and calendar of events. The state has a strong social marketing campaign which has increased community awareness of WIC benefits. Local WIC agencies will complete a minimum of 102 hours of outreach each quarter of the fiscal year. The state office will meet with administrators of other state agencies as well as participate in committees and partnership iniatives to facilitate referral agreements and coordination of services. Outreach tools including flyers and pregnancy verification forms have been developed to specifically elicit referrals from other programs and providers. Our gift card program, providing new certified participants with a storybook, will be continued as a way to measure referrals as well. State agency will implement the plan action for the first goal/objective outlined in the five year outreach plan. This action plan is outlined on page 13. Evaluation will be completed after the end of the fiscal year by reviewing agency outreach plans and reports as well as the number of written formal or verbal agreements the state agency develops that foster referrals and collaboration, or permit the sharing of participant information, with other programs/providers. The state agency will determine if the number of referrals has increased from other programs/providers by use of the coupon flyers, gift cards and verification of pregnancy referrals as documented in each local agency annual outreach documentation/plan/evaluation. Local WIC Agencies will have reliable, accurate data regarding potentially eligible populations, caseload demographics and underserved areas. This goal is new for FY of 19

12 WV WIC Five Year Plan Outreach Plan ( ) Building Relationships 1.0 Executive Summary By focusing on its strengths, its communities, and the women, infants and children that need them, the West Virginia WIC Program will grow caseload by building and enhancing relationships with potential participants, existing participants and referral sources. This outreach and special projects development plan leads the way. It renews our vision and strategic focus: adding value to our caseload management, networking, and delivery system efficiencies. It also provides the step-by-step plan for marketing the WIC Program, maintaining community awareness, maintaining participation, and addressing misconceptions and barriers to participation. In addition, to accomplish our objectives, our keys to success over the next five years are: Develop organizational management that supports stable, ongoing marketing and public relations; Implement a structured approach to planning and managing caseload; Establish organization credibility by affiliation with a diverse set of referral sources. Funding of WIC Programs from The United States Department of Agriculture is directly tied to caseload. In addition, the federal government s intent is that states strive to serve all eligible participants. This indicates that we need an outreach development program that is a strategic approach to building caseload using all of the resources we have to make it successful. We currently depend on outreach coordinators as our main way to develop the caseload. As we change strategies, however, we need to change the way we approach marketing opportunities. We will be refocusing on our core message of improved health outcomes geared toward our target audience and referral sources. We need to create a sense of urgency grounded both in emotion and reason, not just reiterating the eligibility and benefit package. 12 of 19

13 The projected outreach development plan summarizes our ambitious implementation over the next five years. We want to enable the state WIC staff to work collaboratively with local WIC directors to narrow the gap between the number of eligible clients in each county and the number of clients who actually participate in the program. It should be noted a critical element of narrowing this gap is ensuring that all counties throughout the state have the opportunity to increase their areas participation in an equitable way. 2.0 Goals, Objectives & Plan of Action Goal 1: Improve caseload planning and management. Objective 1.A. Increase understanding of the estimated number of eligible clients in the state. Objective 1.B. Identify the number and type of clients participating in the program in each county. Objective 1.C. Measure each county s program participation in relation to the estimated number of eligible clients. Objective 1.D. Identify areas of the state that are currently underserved, i.e., where participation rates compared to estimated eligible clients fall below the average percentage for similar counties and for the state as a whole. Objective 1.E. Project areas of the state where the number of estimated eligible clients is increasing. Objective 1.F. Refine the methodology and tools the state WIC office uses to conduct ongoing caseload distribution and monitoring. Objective 1.G. Provide local WIC directors with a tool they can use to manage caseload within their own geographic area. Plan of Action: 1. Meet with state WIC staff to learn more about the current process for managing caseload; 2. Identify problems with the current caseload management approaches (i.e. lack of data); 3. Articulate the goals the new approach should accomplish; 4. Research the methodology a number of other states use to calculate caseload distribution and review recent reports and findings describing the national issues in caseload distribution and projection; and 5. Develop caseload estimation methodology to be used in conjunction with a historical look at participation and a realistic examination of service provider capacity in consideration of caseload distribution. 13 of 19

14 Goal 2: Consolidate and streamline existing WIC delivery systems to maintain and expand access while increasing program efficiencies. Objective 2.A. Develop a value stream map for each clinic to show the current WIC process with triangles indicating wait times for the participants. Objective 2.B. Pilot open access appointment system with some pre-book appointments. Objective 2.C. Pilot alternative options in service delivery (i.e. allow walk-ins for new participants, classes no longer have to be scheduled, develop criteria for scheduling appointments or maximize online education options). Objective 2.D. Encourage the establishment of WIC clinics in non-traditional settings, colocating clinics with other health care providers and social service agencies. Plan of Action: 1. Identify potential pilot sites and external collaborators for each objective; 2. Validate and create pilot procedures and evaluation measures with faceto-face meeting with pilot sites; 3. Create a scenario for goal caseload using staff and participant satisfaction to leverage continued growth; 4. Develop desired public awareness/pilot kickoff event; 5. Evaluate results of each pilot project and make long-term modifications as appropriate; 6. Research grants which provide program development funds (for implementing efficiencies and expanding access); 7. Draft basic proposal, utilizing pilot project results, to be used as a template for all requests; and 8. Determine timeline for submitting requests. Goal 3: Offer nutritional information sessions, breastfeeding support, obesity prevention strategies, and physical activity promotion for a cross-marketing campaign and professional networking with referral sources. Objective 3.A. Volunteer to speak to any referral source on a nutrition topic, obesity prevention strategy or physical activity promotion of interest to them. Objective 3.B. Write useful and insightful articles on nutrition or health topics relevant to the WIC target audience, and publish or disburse these articles anywhere possible; contact editors of local print or online publications to offer to write a column at no charge; write useful press releases and syndicate them using PRWeb (an online distributor of press releases to create buzz, increase online visibility and drive website traffic). Objective 3.C. Respond constructively to every positive or negative comment any referral source makes. Settle disputes quickly. 14 of 19

15 Plan of Action: 1. Provide media and public speaking training to identified staff 2. Develop a media calendar for every local publication statewide with publication editor contact information. 3. Write articles and or press releases at least quarterly. 4. Develop one PowerPoint presentation for each topic (nutrition, breastfeeding, obesity prevention and physical activity) annually for use by local agencies. Goal 4: Create consistent customer experience and clinic services to improve retention of participants. Objective 4.A. Ensure policy and procedure support answering the telephone every time it rings; Hire an answering service to take messages when in session or otherwise unavailable. Objective 4.B. Remind participants of upcoming appointments via phone call, text message and message. Objective 4.C. Make each clinic look professional and feel comfortable with consideration of providing coffee, tea, or water, free Wi-Fi in the waiting room, use of ipads in the waiting room, more than a dozen magazine subscriptions, and a universal cell phone charger to recharge their cell phones. Objective 4.D. Start appointments/classes on time or early. Objective 4.E. Recruit persons to evaluate program brochures, business cards, website, office space and everything else to tell what can be improved. Make those changes. Goal 5: Implement consistent marketing and advertising. Objective 5.A. Ensure the website is full of useful information. Objective 5.B. Get listed on Google Places, Yelp, Citysearch, Insider Pages, DMOZ and other quality online directories. Objective 5.C. Join Twitter. Interact with and provide value to other users. Objective 5.D. Create a Facebook business page. Post quality content on a regular basis (i.e. articles written and published). Objective 5.E. Create a monthly newsletter that provides quality content people will want to read. Use a service such as Constant Contact or Mail Chimp to syndicate the newsletter. Objective 5.F. Buy advertising, and measure your return on investment; Buy print ads in a local publication - advertise for a minimum of six months in a monthly publication or eight 15 of 19

16 weeks in a weekly publication; Buy radio advertising; Try online advertising via Google, Bing/Yahoo or Facebook. 3.0 Outcomes Increase the understanding and involvement of all staff in the outreach and marketing process. Build ongoing relationships with at least three referral sources in each geographic area that can be sustained by a combination of staff rather than one person. Structured approach to outreach with a diverse set of goals creating the foundation of a diversified caseload with good management. Secure financial sustainability allowing for special projects. Significant increase in the number clients maintaining participation for a healthy caseload profile. Established organization credibility because of affiliation with a diverse set of referral sources. Organizational management that supports stable, ongoing maintenance and expansion of access while increasing program efficiencies. Enhanced database of participants, prospects and referral sources that can be used as a relationship-building tool; Use it to send information to stay fresh and current in their minds. 4.0 Conclusion We ve got to stop thinking of outreach as something we do once in a while. Instead, we need to think all the time about growing caseload. And we probably need to stop thinking of outreach as a concept to internalize a different mindset: The way to grow caseload is to constantly build and enhance relationships with potential participants, existing participants and referral sources. The smart way to build and enhance those relationships is by sharing useful subject-matter information and your expertise. We must take care of our current participants and staff. They are the people who will become our best source of marketing. This can be done by devising special promotions for them, giving them referral gifts or acknowledgement, and thanking them whenever we can. We can develop relationships with our current participants and staff by sending holiday greetings, and keeping in touch to show we care. We must build a network of referral sources that we visit on a regular basis. Longevity helps to build trust. People want to do business with people they know and trust. In addition, WIC is intended to be an adjunct to health care rather than a self-contained program. Accordingly, if we give 100 percent all the time then participants and referral sources will recognize, appreciate and reward hard work with more business and better referrals. 16 of 19

17 VIII (A). CERTIFICATION, ELIGIBILITY AND COORDINATION OF SERVICES Continue to build a recruitment and retention network for the promotion and growth of the WIC Program. METHODOLOGY: Review the state outreach plan each year with local agencies during the directors meetings in order to provide guidance for each local agency s annual outreach plan and calendar of events. The state has a strong social marketing campaign which has increased community awareness of WIC benefits over the years. Beginning in FY 2012, the WV WIC Program will begin a campaign to focus on the benefits of the WIC program. We will continue to fund 10 local community marketing coordinators to complete a minimum of 350 hours of outreach each quarter of the fiscal year. We want to change the mindset of the general public and potential participants that WIC is not just a place to receive food vouchers. We are an agency that provides other valuable benefits to and for a healthy family. We plan on using traditional media to promote our message of Healthy foods, Healthy families. Outreach tools available to promote our efforts include brochures, flyers, posters and pregnancy verification forms. Our gift card program, providing newly certified participants with a storybook, will also be continued as a way to measure referrals from other programs. In addition, with West Virginia moving toward the implementation of Electronic Benefit Transfer (EBT), we will start introducing the new program to our public, participants, vendors and partners. We believe the use of the community marketing coordinators will play an important role in this introduction and education. The State Agency will seek Operational Assistance Funds for community marketing coordinators to conduct public, vendor, and participant education regarding EBT. Evaluation will be completed after the end of each month by reviewing agency outreach reports as well as the number of new certified participants. The state agency will determine if the number of referrals has increased from other programs/providers by use of the coupon flyers, gift cards and verification of pregnancy referrals as documented in each local agency annual outreach documentation/plan/evaluation. Local agencies have continued to implement an annual outreach plan and calendar of events. We have funded 10 local community marketing coordinators to complete a minimum of 350 hours of outreach each quarter 17 of 19

18 of the fiscal year. We have provided education to vendors and partners concerning EBT, specifically introduction to the contractor and overview of the project implementation plan. During FFY 2012, the State Agency has focused on implementing infrastructure necessary for EBT interface with the existing computer data system (STORC). Participant and public education will occur following EBT pilot and testing periods. Pilot site participant education is projected for January 2013 with statewide participant and public awareness beginning in summer This goal is ongoing in relation to EBT awareness and education with referral sources, participants, vendors and public. IX. FOOD DELIVERY/FOOD INSTRUMENT (FI) ACCOUNTABILITY AND CONTROL No goals in FFY X. MONITORING AND AUDITS METHODOLOGY: Monitor Local Agency (LA) Externally & Internally using the revised LA Monitoring Tools for WV WIC State Program. State office monitors will use current Federal and State policy and procedures, along with the revised Monitoring Tools to review and evaluate designated WV WIC LA Agencies. Monitoring will provide opportunity to establish compliance with Federal & State regulations. Informal interviewing with LA Directors will be used to discuss identified LA needs after assessment. Evaluation will provide opportunity to review alternative methods to enhance any area discovered during monitoring in need of revising. The program is currently conducting Technical Assistance reviews using a somewhat abbreviated monitoring tool during the transition from STORC to Crossroads. The two LA External Monitoring Tools for WV WIC State Program have been approved by MARO, placed into the Policy and Procedure Manual, and are in use in the field. During FY 2012 four Local Agencies were monitored at seven clinic sites using the recently approved Technical Assistance Monitoring Tools. The remaining four local agencies in West Virginia will be monitored during FY Completing scheduled monitoring visits in FFY 2013 remains an ongoing goal to ensure program integrity. 18 of 19

19 XI. CIVIL RIGHTS Enforce Local Agency and State Agency observance of FNS regulations related training, reporting, public notification, data collection, and all other aspects of FNS in West Virginia. METHODOLOGY: All Local Agencies and State Agency staff will document required training. All complaints acknowledged and addressed within required time frame. State Agency will continue to have a named Civil Rights Liaison to MARO and the Local Agencies for technical assistance and to track required staff training. Training and technical assistance will continue as required by FNS and MARO regulations. This goal is ongoing to ensure compliance and training each year. 19 of 19