Outreach Operating SystemTM
Four modules that run in sequence. Each one produces something you keep, and each one is a decision point where you can stop. There is no year-long commitment before anything has been proven.
Buy the first module and decide from there.
Not software. This is a service operated by people, delivered on a fixed schedule, using your own systems and records.
A campaign ends. An operating system keeps running.
The usual arrangement is a campaign: a burst of production, a flight of media, a report at the end, and then next year you start over with a new agency and a blank page. Nothing accumulates. The second year costs what the first year cost.
This is built the other way. The audit produces a baseline that does not expire. The message system is built once and reused for years. Localization refreshes it with your own people rather than reshooting it. Measurement runs continuously, so the renewal narrative is assembled as you go instead of reconstructed in the two weeks before it is due.
By year two you are paying to run the system, not to rebuild it.
How a first year runs
- Weeks 1–3Reach Audit
Findings, reach map, referral baseline, message risk register. Decision point.
- Weeks 4–11Message System
Campaign core built and reviewed against the standards in the review protocol. Tracking stood up before anything runs.
- Weeks 8–14Localization
Remote Studio kit ships. Your staff and participants record. Local cuts placed against the reach map.
- Month 4 onMeasurement
Monthly referral report, quarterly program review, and the annual Outreach Evidence File at renewal.
Modules overlap on purpose. Nothing waits on a phase that does not block it.
What each module actually does
Each one lists what we do, what you receive, and what we need from your team. The last item matters most: outreach programs fail on client capacity more often than on creative.
Reach Audit
3 weeks
We map your service area against where eligible people actually live, audit where they are and are not hearing about you, calculate your current cost per qualified referral, and flag any message risk in your existing materials.
- What we do
-
Service area and population analysis. Channel-by-channel coverage review. Referral baseline calculation from your existing records. Safe-messaging review of every current asset.
- You receive
-
Findings document, service-area reach map, referral baseline, and a message risk register. Yours to keep whether or not you continue.
- We need
-
Two hours from a program lead, your service area definition, and whatever intake counts you already keep.
Message System
6 to 8 weeks
The clinically-reviewed campaign core. Built once, reused for years, and reviewed at every stage against the published safe-messaging standards.
- What we do
-
Strategy and concept review before production. Master video production. Audio, digital, print, and out-of-home adaptation. Referral landing page with source tracking built in.
- You receive
-
Master video with multiple :60, :30 and :15 cuts. Radio and streaming audio. Digital, social, and search assets. Print, out-of-home, and community collateral. A partner toolkit so your community partners carry one message instead of nine. All 508 and WCAG conformant.
- We need
-
One approver with authority to sign off, and a clinical or program reviewer on your side where your governing guidance requires it.
Localization and Deployment
per year, per jurisdiction
The campaign core is built once, in Module 02. Every jurisdiction after the first inherits it. That is why a second locality costs a fraction of the first, and why a six-county region is affordable when six separate campaigns would not be.
The work arrives feeling local because it is local, at a fraction of local production cost.
- What we do
-
Localize. Ship a Remote Studio kit with coaching guides and approved interview protocols. Cut your footage into the campaign core.
Deploy. Build the placement plan from the reach map, not from a rate card. Broadcast and streaming, paid search and social, programmatic audio, out-of-home, print, direct mail, and the community and partner channels that carry more weight in a small market than any of them. Buy it, traffic it, and flight it against the localities the audit flagged.
Reconcile. Every placement is tagged so Module 04 can tell you what it produced.
- How a deployment runs
-
Before the kit ships. We identify and brief your local operator, confirm your clinical point of contact, send participant materials in advance, and execute releases. Nothing is recorded until that is done.
The recording day. A live check-in before you start. Your operator runs the kit using the coaching guides and the interview protocol. Your people talk. We watch the framing remotely.
After. We cut your footage into the campaign core and place it against the audit’s coverage gaps. The kit ships to the next jurisdiction.
- Each year
-
New participants, refreshed content, updated resource information, and a placement plan rebuilt against current reach data. Local faces age out of relevance faster than national ones, which is why this renews rather than ending.
- You receive
-
Localized cuts featuring your own staff, peer specialists, and participants. A placement plan tied to service-area coverage. Reusable footage you own.
- We need
-
A room, two people, and one day. Participants who genuinely want to speak. A clinical point of contact reachable during recording.
Every local operator completes a recorded briefing covering framing, audio, the question protocol, what not to ask, and what to do if a participant discloses current risk. Anyone can mail a camera. The protocol is the product.
Measurement and Optimization
per month
The module that makes the other three defensible, and the one that keeps the campaign honest after launch. Every number is defined before the work starts and reconciled against your enrollment records every month.
- What we do
-
Stand up source tracking across every channel, add one source question to your intake, and reconcile referral counts against enrollment monthly. Aggregate counts only, no PHI.
Then we meet, every month, and look at it together. Which channels are producing qualified referrals and at what cost. Which localities are still not moving. Which message is landing and which one is not. We bring a recommendation on what to change and what to stop, and we move budget toward what is working.
A campaign that does not change after launch was not a campaign. It was an announcement. - You receive
-
A live dashboard, a monthly referral report, a monthly working session with a written recommendation, quarterly narrative reports written in grant language, and an annual Outreach Evidence File formatted to drop into your renewal application.
- We need
-
Intake staff to record one answer per contact, and one hour a month from someone who can approve a change. If there is nowhere to record the answer, the first month is spent building one.
Who decides where the money goes
We plan and place the media. You pay the outlets directly. We take no markup and no commission on placement, which means we have no reason to recommend an expensive channel over an effective one.
Channels are selected from the audit’s coverage gaps, not from what a rep is selling this quarter. If your three highest-need counties have no broadcast footprint, we will not buy broadcast there because it looks impressive on a plan.
On federal work we build media plans to VA Paid Advertising Handbook 8501 and structure them for oversight approval before placement. Most jurisdictions do not require that. It is how we build them anyway.
What you own when it is over
- Every asset produced. Full rights to the video, audio, print, and digital work, with no expiring license and no per-use fee.
- The baseline and the data. Your reach map, your referral records, and your reports. Exported on request, in a format someone else can use.
- The review record. The risk register and compliance summary, which is what an auditor asks for and what a successor firm needs.
If you leave, you leave with a working system. We would rather be re-hired than depended on.
What a first year costs
Bundled first year: $44,000 to $74,000 for Modules 01 through 04.
Smaller awards start at $24,000 to $32,000 using an existing regional campaign core.
Media spend is separate and paid directly by you. We do not mark it up, and we do not take a commission on placement.
Start with Module 01.
The Reach Audit takes three weeks and starts at $8,500. If the findings do not justify going further, you still keep the baseline. It belongs to you either way.
Victor Rogers, Founder and President
Reston, Virginia · 703-727-7441 · info@strive3.com