Ashley Plauche Email & Phone Number

I spearhead AAHomecare's strategic marketing communications, brand identity, and market analysis while cultivating alliances that amplify our Industry’s advocacy efforts. I craft compelling narratives through purpose-driven storytelling, leveraging data insights and end users’ lived experiences to create impactful advocacy resources, media coverage, and thought leadership content. In collaboration with our executive leadership team, I am proud to work on initiatives that highlight our Industry’s value proposition to payers, legislators, and external stakeholders while elevating AAHomecare's position as an influential voice in the HME Industry, thus expanding our membership reach and advocacy influence. • COMPELLING COMMUNICATIONS: Develop and execute communication campaigns that highlight the value of the HME Industry, elevate end users’ lived experience, and strengthen AAHomecare's value proposition to our target audiences • BRAND AWARENESS: Lead cross-functional teams to conceive and launch impactful campaigns that bolster brand recognition • INDUSTRY INSIGHTS & INITIATIVES: Head comprehensive market research to quantify the value of HME and identify Industry trends, translating insights into measurable objectives and tactical projects to help shape AAHomecare’s vision and achieve its goals• STRATEGIC PARTNERSHIPS: Build alliances with key internal and external stakeholders to elevate brand awareness & strengthen the AAHomecare’s network and influence

In an expanded role for the Association, I continue to lead over a dozen councils and work groups and drive industry grassroots advocacy efforts while developing platforms and communications that deepen member engagement, expand member networking opportunities, and bolster prospecting. In partnership with key staff, I advance Association efforts with branding, marketing and communications, and special projects to bring greater awareness of the Association activities on behalf of the HME community.KEY RESPONSIBILITIES• Drive Association's strategic planning for prospect membership outreach, writing recruitment communications and alerts, developing prospecting/membership metrics, managing the prospecting database, and coordinating with key staff in outreach efforts.• Deepen member engagement & increase retention, securing additional volunteer participation through programs that empower members to contribute to the Association's work & mission in meaningful ways.• Create branded content of Association activities through communications & public relations initiatives that increases Industry awareness of the broad spectrum of Association efforts.• Lead national Grassroots Accountability Project to educate and activate legislators on HME priorities. Draft Hill issue briefs, position papers, & letters to support AAHomecare’s initiatives for Sr VP of Public Policy.• Manage & actively participate in the AAHomecare State Leaders, Corporate Partner Provider CEOs, CRMC, HME/RT, & Medical Supplies councils & affiliated work groups, driving the groups' advocacy and operational initiatives to enhance the HME benefit while keeping councils abreast of relevant legislative, regulatory, and payer relations updates. Work to ensure each group's strategic priorities are addressed.• Build & strengthen alliances with consumer groups, allied coalitions, associations, & other stakeholder groups to build support for AAHomecare's legislative initiatives.

An active part of our government affairs team, I focused on grassroots organizing, political communications, and support for our Senior VP. Working closely with our volunteer leadership, I managed more than a dozen councils and work groups on behalf of the Association, empowering our members to create new opportunities for success as we navigate transformative industry times. I also represented AAHomecare on the national People for Quality Care consumer advocacy advisory panel regarding content creation, media engagement, & end user and family caregiver grassroots activities (2016-2019).

Portland, Oregon Area

Founded with a passion for visual storytelling, I am the artist and owner of Wonderline Design where nature-inspired illustrations and art projects capture the glimmers of everyday moments. Follow this passion project on Instagram where I weave in thoughtful messages with each intricate illustration and post, inviting you to lean in with brave, authentic, and whole-hearted living. Designs available at www.wonderlinedesign.com.

Under my leadership, ATHOMES became one of the most active state trade associations in the country, leading key policy initiatives, successfully organizing conferences and hosting industry experts, and giving the state of Tennessee a nationally recognized voice for homecare on state and federal levels. KEY RESPONSIBILITIES • Overseeing planning, promotion, implementation, and evaluation of annual convention and two one-day meetings each year, securing state-specific and nationally renown speakers, and negotiating speaker and venue fees in order to maintain event profitability• Frequent and ongoing communications with Members of Congress and their respective offices on behalf of association members regarding industry issues, resulting in support for industry legislation, official CMS clarification of Face-to-Face rule, and disqualification of 30 unlicensed bid winners in Tennessee for the National Competitive Bidding program for DMEPOS• Organize, manage, and lead all daily activities of the Association, including member retention, committee volunteer groups, Web site management, event registration, member communication, press releases, and executive meetings with the Board of Directors• Develop and maintain working relationships with key stakeholders, including third party insurers, TennCare MCOs, and other state agencies to promote HME issues and provide updates and provide valuable information to members• Spokesperson for ATHOMES, representing the Association to government agencies, organizations, and the general public, and participation on the American Association for Homecare's State Leaders' Council, Stand Up for Homecare, and attending Medtrade and legislative conferences in Washington DC(Serving in this capacity while also working full time for Lambert's Health Care)

In a multi-faceted role, I spearheaded corporate strategic plans, engaged congressional offices on new legislation, developed public relations, communications, and advertising campaigns for three company divisions, and worked closely with the owner on developing and overseeing company-wide key projects and events. KEY RESPONSIBILITIES • Solely responsible for communications, including Web platforms, corporate blog, community outreach, press releases, and customer e-mails, generating positive media relationships• Manage company government relations initiatives, including building strong working relationships with elected officials and key staffers, participating in legislative conferences, and recruiting participation in grassroots advocacy• Represent the company on industry initiatives, including representation on state and national association committees, resulting in identification as an industry expert and garnering coverage in trade and other publications such as NPR MarketPlace, The Tennessean, HME News, and Medtrade.com• Design all collateral materials, advertising and promotion pieces, graphics, and corporate branding, negotiate media rates and placement, and execute campaigns for company divisions• Developed tracking system for measuring ROI on advertising campaigns, resulting in effective targeting to key customers through direct mail, outside sales reps, and electronic communications

Hired for a one year contract to boost Home Medical Equipment (HME) and Personal Support Service Agency (PSSA) membership in the Middle and East Tennessee regionsKEY RESPONSIBILITIES • Increased HME supplier membership levels by 27% to the highest membership level in a 10+ year history; increased PSSA membership by 121%• Represented HME membership in government relations efforts, including visits with legislators in Tennessee and in Washington DC• Managed public relations and advertising campaigns on behalf of the HME division of the Association• Conducted in person, in-depth focus group studies with HME suppliers throughout different regions of the state to learn their concerns, issues of importance, and areas they want the Association to focus• Aggressively lobbied against National Competitive Bidding for DMEPOS and other state issues of importance to suppliers

KEY RESPONSIBILITIES• Managed marketing efforts to area hospitals, physician offices, and assisted living facilities• Lead all media efforts, advertising and public relations campaigns, and promotional events• Lobbied on behalf of Lambert's and its patients to state and federal legislators• Implemented grassroots campaigns and communications efforts to educate patients, families, and community physicians about proposed legislation and its impact on homecare benefits(Lambert's agreed for one year hiatus to complete contract with state trade association; continued employment upon term commencement in '08)