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MGS WebinarPatti Cullen, President/CEO, Care Providers of Minnesota

Jodi Boyne, Vice President of Public Relations, LeadingAge Minnesota

Presentation OverviewChallenges

Changing the Conversation

Creative Concept & Campaign Elements

Campaign Metrics

It’s Time: Face Aging MN

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Challenge: Aging Demographics

85 55 71 67

47

91

- - - - -

1950s 60s 70s 80s 90s 00s 10s 20s 30s 40s 2050s

Change in older adults, age 65+ (Thousands)

Sources: U.S. Census Bureau and Minnesota State Demographic Center

Challenge: Aging Demographics60,000 Minnesotans will turn 65 each year for the next 15 years.

Sources: U.S. Census Bureau and Minnesota State Demographic Center

85 55 71 67

47 91

285

335

97 66 56

1950s 60s 70s 80s 90s 00s 10s 20s 30s 40s 2050s

Change in older adults, age 65+ (Thousands)

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Challenge: Aging DemographicsThe New Normal: More 65+ than School-Age Kids by 2020

Sources: U.S. Census Bureau and Minnesota State Demographic Center

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

19

50

19

60

19

70

19

80

19

90

20

00

20

10

20

20

20

30

20

40

20

50

20

60

18-24

65+

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Challenge: The Caregiver Dilemma

½ as many caregivers

will be available in 2050

1. Ratio of # people in most common caregiving age ( 45-64 ) to those at most risk for needing care (80+)

Ratio of Potential Caregivers o Those Needing Care1

1/2as many

caregiverswill be

available in

2050

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Challenge: Minnesota WorkforceDramatic Increase in Vacation Positions in Nursing Homes

Source: Long Term Care Imperative 2015 Legislative Survey

0

500

1,000

1,500

2,000

2,500

3,000

R.N. L.P.N. C.N.A. Total

2007 2008 2009 2010 2011 2012 2013 2014

Increased in one year by almost 1,000 to more than 2,500

Challenge: Minnesota WorkforceDramatic Increase in Vacation Positions in Senior Housing

Source: Long Term Care Imperative 2015 Legislative Survey

2.4% 2.4%

4.9%

9.3%

6.2%

7.3%

0%

2%

4%

6%

8%

10%

RN LPN Home Care Aides

2013

2014

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Challenge: The Wage Gap

Source: Long Term Care Imperative 2012 Legislative Survey

$12.02

$18.44

$26.37

$17.61

$20.48

$41.78

$12.19

$18.30

$24.53

$- $5 $10 $15 $20 $25 $30 $35 $40 $45

NAR

LPN

RN

Care Center Hospital Home Care

Gap=$17.25 per hour or $35,880 per year

Gap=$15.41 per hour or $32,053 per year

Gap=$2.18 per hour or $4,534 per year

Gap=$2.04 per hour or $4,243 per year

Gap=$5.42 per hour or $11,274 per year

Gap=$5.59 per hour or $11,627 per year

Challenge: Access to CareWithout Essential Staff in 2014, 1500+ Admissions Were Denied

Source: Long Term Care Imperative 2015 Legislative Survey

As available caregivers decline so does access….

45% of care centers now report suspending admissions due to staff shortage

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Challenge: Increased Demand70% of people age 65+ will need long term services and supports

Challenge: Minnesotans Not PreparedOnly 10-12% of Minnesotans have long term care insurance.

52% have NO PLAN for paying for long term care.

Many believe Medicare pays for long term care…it doesn’t.

. . . 2/3 of persons in nursing homes

rely on Medicaid

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Changing the Conversation

We Are Always In The Political Debate

Jobs

Crime Environment

Transportation

Higher

Education

E-12

Education

Health Care

Reform

Agriculture

Civil

Law

Housing

Consumer

Protection

Labor

Relations

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How Our Issue Evolved

Long-Term Care Became An Endless Discussion

About Money And Crisis, Not About Care

2001 2005 2009 2013

Care Deficits Recession Restore

Value Problem Solution Benefits(value)

Society’s Choices

Starting Point For

Public Consensus

Defined By

Interest Groups

Partially Shaped

By Interest Groups,

But Owned And

Improved By Legislators

Society Is Improved,

Elected Officials

Rewarded

Long-Term Care Imperative’s Challenge —

Fixated On Solution, Lost Touch With Values/Problems

Defining Mandates

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Strongly Yes24%

Yes67%

No3%

Strongly No1%

DK/R6%

A8%

B23%

C51%

D18%

DK/R1%

“Should the State of Minnesota provide assistance to fund day-to-day

services for older adults who cannot afford these services on their own?”

A. Funding for these

services should be

limited to what Medicare

or Medicaid will cover;

B. Additional funding should

be provided by the State,

but solely based on the

ability of each person to

pay for their services;

C. Additional funding should

be based on both ability

to pay but also consider

the individual medical

and living needs of each

person; OR

D. Additional funding should

be available to any older

Minnesotans in need of

services, even if they

have enough money to

pay for themselves?

If yes…

1)“The State Is Expected To FundLong-Term Care For All”

15%

16%

20%

25%

32%

45%

50%

54%

74%

74%

51%

65%

56%

45%

45%

36%

7%

12%

26%

4%

3%

8%

3%

1%

Not Enough Spent About Right Too Much Spending

Elderly Services, Such As Funding For

Assisted Living Or Nursing Homes

Affordable And Access To Health Care

Education Of K-12 Students

Property Tax Relief Through

State Aid For Cities

Financial Aid For Students Who Are

Trying To Obtain A College Degree

Public Assistance For

Low-income Families

Improvements In Roads & Transit

Public Safety, Including Law

Enforcement & The Court Systems

2)“There Isn’t Enough Funding”

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2.52

2.53

2.68

2.72

3.01

3.02

3.98

4.19

4.34

4.57

Leader of SEIU

A state legislator

Nursing home owners

Governor Mark Dayton

Staff at Senior LinkAge

Exec Director of Mn Assn. of Elderly Care Homes

Nurses and personal attendants

A pastor

A doctor

Family members

5 point scale

Caution: Messengers Matter

LOVING

In-Home Care

Co

mfo

rt of H

om

e

Expensivecomfortable

Needed

personalizedHelpful

GREAT

independent

NEGLECT

Nursing Home Care

Expensive

Help

ful

Could be better

Sad

Last Resort

NEEDED

End of life

Safe

lonely

Dirty AB

US

E

SC

AR

Y

Severe Care

confined

Assisted Living Care

ExpensiveINDEPENDENT

Help

ful

Cozy

good

NEEDED

Comfortable

Apartment Style Sem

i-activ

e

Better than nursing home

Overall,

more words

mentioned,

but more

negatives

Caution: Shift Discussion Away From Cost

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Healthy And Safe # 1

Care At End Of Lives #2

Traditional Political

Messages Not As Persuasive

Jobs

Funding Crisis

Access to Service

Moral Imperative

► What They

Care About

► What They

Hear Most

Best Messaging Aligns with

Values, But That’s Not What

Media or Legislators Hear

Legislative Debate Hasn’tReflected Our Values

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Creative Concept & Campaign Elements

Opinion Survey Findings

PUBLIC BELIEVES THAT…1) State is expected to fund

long-term care for all

2) There isn’t enough funding yet

3) Senior care is not an entitlement program

HOWEVER…1) Perception is that care

is expensive

2) State expected to ensure quality and safety

3) Messengers matter

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Creative Execution

Consumer Tension“I don’t want to think about getting older,

and when I do, what I think scares me.”

Strategy Change the way you see aging

Initial Step Disruption awareness

Parameters

Media Objectives

Primary: positive awareness: generate positive perception of the cause among the mass audience

Secondary: drive engagement

Target Audience

● MN Pre-Senior Adults 45-60 ● MN Adult Children of Senior● MN Community Influencers● Legislators

Initial Buy

$200,000 (w/ $70,000 in Reserve)

Timeline

January - June 2015

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Media Buy

5%

16%

12%

6%

18%

17%

5%

14%

7%

Pioneer Press

Star Tribune

MPR

YouTube

Social

Online Display

Signage

Outstate Dailies

Online Search

Timing

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Newspaper Advertising

Web Site

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Social Media

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Video

Campaign Metrics

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Most Engaging GraphicsThese brought in the most “likes,” comments + shares

Facebook Likes

Strategy: Sharing related news and videos/photos of talent with statistics.

Total likes as of 03/19/15: 2,172

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Facebook: DemographicsOn Facebook, we’re reaching 85% women and 15% men, mainly ages 45-64.

Facebook Ads: Website Clicks

Most popular ad: “Meet Helen”

Reach: 168,534

Frequency: 1.47

Clicks: 12,090

Click-Through Rate: 4.89%

Industry avg. = 1.50%

Ad EngagementWebsite Clicks: 8,963Post Shares: 138Post Likes: 568

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Website: Sessions Over TimeTotal sessions are up 690% since the first month of website activity.An average of 722 sessions/day in the last 30 days, with 84% of users new site.

Website: User Demographics AgesLocations

● Minneapolis

● Chicago

● Saint Paul

● Rochester

● Duluth

● Saint Cloud

● Apple Valley

● Woodbury

● Maple Grove

● Mankato

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It’s Time: FaceAging MN

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How Can You Get Engaged?

Share FaceAging MN

Begin a community discussion◦ Local media◦ Influencers◦ Community leaders/local businesses

“Co-brand” with Helen

Use Social media

How Can you Get Engaged?Visit www.faceagingmn.org

Friend us on Facebook: www.facebook.com/faceagingmn

Follow us on Twitter: @faceagingmn

Join our campaign

Share our posts, share your stories

Invite people to Face Aging MN!

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Contact InformationJodi Boyne, Vice President of Public Relations LeadingAge Minnesota |

651.659.1430

jboyne@LeadingAgeMN.org

Patti Cullen, President/CEOCare Providers of Minnesota952-851-2487

pcullen@careproviders.org