preparing for oe ii developing your outreach plan
TRANSCRIPT
Preparing for OE IIDeveloping Your Outreach Plan
Roadmap
• Essentials of outreach planning• Using social media to engage
consumers• Developing a social media
outreach plan
Critical Questions to Get Started
Your Outreach PlanWhat are you doing?Who are you specifically
targeting?What do you want them
to do?Know your strengths, find
partners that complement.When will it be done?Who will do it?
1Awareness
2Education
3Application
AEA - (WHAT are you doing?)
“Awareness precedes a perceived need to understand, which precedes the action of applying.”
Awareness vs. Education
AWARENESS – KEEPS ISSUE TOP-OF-MIND Short Interesting Effective On-going
EDUCATE – REQUIRES CHANGE IN BEHAVIOR What How Impact Call to Action
1. Personal stories didn’t resonate as well as individualized help
2. “Affordability” was the biggest driver of engagement, but some messages are better than others:• Be specific, include dollar figures• Don’t talk about savings, use real examples of
monthly cost• “Salesy” language was a deterrent
3. The fine was a strong motivator
4. Avoid political or non-profit fundraising style language – this is a consumer marketing campaign
Examples of Winning Messages:
• “Free, in-person help with your
health insurance application.”
• "Gail R. from Pennsylvania got
covered for $1.11 per month.”
• ”Over half of uninsured Americans could get
covered for less than $100 a month.”
• “Sign up by March 31st to avoid
paying a fine.”
Messaging
Spray and Pray – won’t work
The whole world is watching, even if they aren’t buying I once worked on a small chain of auto repair shops. This was truly a “spray and pray” type of account where big gobs of low-budget radio and print were the only media used. One day, our agency’s Account Executive tried to help our client narrow his audience a bit and try some different approaches, more targeted ads and CRM. The client wasn’t buying it. “Research shows our target audience is men and women from 18 to 49,” he said. To which the AE shot back, “Who drive cars, right?”
Targeting is Futile When Our Audience is Everyone, Everywhere
Who Are You Aiming At (Target)?
#1• Name & Describe you’re Top
3 priorities, demographic groups, you must reach
#2• How will you create
Awareness, Educate and do Applications?
#3 • Who will you partner with?
Target, don’t spray and pray!
Timeline – Working Backwards
GET SPECIFIC WHEN YOU CAN Calendar of events
Enrollment, community festivals, internal events, holidays, deadlines
SET BENCHMARKS WHEN YOU CAN’T Expected results by week or month
Goals, Strategies, Activities
GOAL: IDENTIFY 14,000 ADDITIONAL UNINSURED CONSUMERS TARGETS BY NOVEMBER 15, 2014. • Strategy: Increase volunteer outreach, education and
enrollment activities• Activity: host cafesitos to educate consumers about
health insurance options and opportunities to get involved
• Strategy: Increase partner participation in contact card collection • Activity: train staff at Food Banks to include contact card
process in their case management
Engaging Consumers through
Social Media
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Social Networking Statistics 72% of all Internet users are now active
on social media 71% of users access social media from a
mobile device such as smartphones and tablets
Consumer Interaction is key
• Contests• Q&A Sessions• Scavenger Hunt• Comments• Different languages• Hashtags and Tagging• Weekly posts
Tips for Optimal Social Media Use
• Have multiple staff creating content (within guidelines) but only 1 or 2 trusted sources answering comments
• Update regularly: cover photos, statuses
• Be aware of audience: content output will be evaluated at some point; it's a 2-way conversation; tone matters
• Variety: text, image, link, video, etc.
• Frequency: varies by organization. 4-6 times a day, every 1-3 hours; if not that often, at least 1x a day
• Consider creating a social media calendar
• Photo release forms at events & visibly tag if they give/didn't give permission
• Like/subscribe to other non-profits/partners that support your organization's mission
• Polls: closed questions do better
• Links, widgets, embed posts: refer to social media presence on website and signature lines
• Tag people/organizations/locations to reach a wider audience/more timelines
• In Facebook, Shares are better than Likes
• Integrate with on-the-ground efforts
Analytics• Many social media sites include
analytics• Who is liking your page? Comments?
Sharing content?• What’s driving new page likes?• Is your reach targeting the “right”
people?
Developing a Social Media Strategy Who are you targeting? What are their social media habits? AEA? Tone Resources
Story Bank Project• Variety of positive stories• Story Cards available soon• Share with
• Print, Radio and Television• Social Media• Websites
• Interested consumers should contact:• Amy Halm ([email protected]) or• Erika Martinez ([email protected])