2005 Real Choice Marketing CampaignWave #2: Awareness Study

Presented by Crowell Advertising

June 2005

2

Overview

• Telephone survey conducted by Survey USA.

• 500 people surveyed.

• Main purpose was to gauge changes in awareness for Ucare and 211 services after the first flight of advertising and PR.

3

Wave #2: Survey Respondents by Gender

247

254

242

244

246

248

250

252

254

Male Female

4

Wave #2: Survey Respondents by Age

183

157160

140

145

150

155

160

165

170

175

180

185

18-34

35-49

50+

5

Wave #2 Survey Respondents by Work Status

46.0%

10.0%

14.0%

13.0%

5.0%

6.0%

4.0%

Employed full-time

Employed part-time

Retired

Homemaker

Not working right now

Student

Other

6

Do you have an aging, ill, disabled, or mentally ill adult family member or friend who you care for on a regular basis?

37.1%

62.9%

4.0%

80.0%

17.0%

Yes No Not Sure

Wave 1

Wave 2

7

Have you ever heard of, or seen advertising for Ucare?

3.7%

96.3%

17.0%

73.0%

10.0%

Yes No Not Sure

Wave 1

Wave 2

8

What services does Ucare provide?

7.4%

11.1%

0.0%

0.0%

11.00%

21.00%

50.00%

1.00%

8.00%81.5%

Hospice Care

Home Health Care

Access to Information RegardingCaregiving

Nursing Home

Do not know

Wave 1

Wave 2

9

Have you ever conducted research for available services related to an aging, ill, disabled, or mentally ill adult family member or friend?

46.4%

53.6%

3.0%

81.0%

15.0%

Yes No Not Sure

Wave 1

Wave 2

10

What resources did you use for your research (select all that apply)?

0.01

5.0%

2.0%

0.0%

1.0%

30.0%

8.0%

34.0%18.0%Yellow Pages

Someone You Know

Internet

Physician

Clergy

211 Information and Referral Help Line

Television

Newspaper

Someplace Else

11

Would you say the information you received was:

7.0%

37.0%

54.0%

2.0%

Very helpful

Somewhat helpful

Not very helpful

Not at all

12

In the future, if you had to find information on how to care for an aging, ill, disabled, or mentally ill adult family member or friend where would you look for information?

2.0%

4.0%

2.0%

22.0%

25.0%

10.0%

29.0%

3.0%

2.0%Television

Newspaper

Internet

Yellow Pages

Someone You Know

Physician

Clergyperson

211

Someplace Else

13

211: Number of Calls as a Result of TV or Radio

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

0.16

April May June

Percentage of Calls

14

211: Percentage of Calls for Caregivers

0

2

4

6

8

10

12

14

April May June

Caregiver Inquiries

15

211: Increased Calls by County

0

2

4

6

8

10

12

14

16

April May

CaregivingInquiries byCounty

• Counties experiencing significant increase in caregiving inquiries

– Carbon

– Davis

– Duschesne

– Kane

– Morgan

– Salt Lake

– Wasatch

– Weber

16

Summary of Research

• Awareness for Ucare increased

– 17% recalled seeing the ads

– Most importantly 50% increase in understanding of what Ucare is

73.5% decrease in “don’t know” what Ucare is

• The nutty thing about 211

– Using 211 as a resource only rose 4% 211 calls has “skyrocketed”

7,000 caregiver related calls to-date to 211