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DRAFTAPPENDIX VII-B

CRC Sample Marketing and Outreach Plan

Marketing and Outreach PlanThe ____CRC an initiative that will streamline policies and practices within the____(geographic area) to increase consumer access to information and services in acomprehensive, flexible, and cost effective manner. The ___(geographic area)consistsof __________(area).The audiences to be service by the ___CRC area:o Seniors age 60 and overo Adults (18 and over) with disabilitieso Providers, family members and other caregivers who are caring for our targetedpopulationo Others who have a concern for our clients.Purposes:o To introduce the new ___CRCo To increase awareness of the NCCareLINKo To provide information in a clear format that consumers will understando To provide regional residents with information and access to a variety of servicesThis Marketing and Outreach Plan is designed to reach audiences via a wide mix ofmediums. Two paths will be considered during each approach, one directed toward ouradvocates and regional providers and the second to engage the consumers who will beutilizing the CRC program. We recognize that marketing challenges must be overcometo make this effort fruitful.These include:o A wide range of diverse target audienceso Audiences that have been historically difficult to communicate with due to

constraints such as time and accessibility; geographically widespreadgroups

o Varying levels of educationo Limitation of available resourceso Confusing eligibility rules and complex application procedureso Cultural and language problems in some areas of the region

We will market heavily and continually. We will also target information and assistance toeveryone, regardless of income (to include private pay). This will help ensure long termcare planning takes place with non-Medicaid populations and its helps to solidify theCRCs role in the state.The variety of measures we use will help ensure each county enjoys full and equalaccess to the ____CRC.A Two Phase Approach:We will approach marketing and outreach efforts in phases to help save funds tospecifically target the various audiences at the most effective times.Phase One One month prior to the CRCs grand opening

NC CRC Operations Manual2009

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Goal: To inform and motivate key provider and advocacy populations to acceptreferrals from the ____CRC

Method: Mailing with cover letter and informational brochures sent to:o Care coordinators, case managers, and hospital discharge planners athospitals/rehabilitation centers

o Centers for independent living, adult living and assisted living communitieso Trade organizations and organizations providing advocacy an counselingo Targeted physicianso Social workerso Retirement communitieso Head of professional organizations such as NC Bar Association, financial

planners, trust officers, physical, occupational, and other therapists,nursing etc.

o State and local elected officialso Home delivered meal providerso Other agencies providing services to our targeted populations

Phase Two Week of Grand OpeningGoal: To build awareness and initiate participation among consumers.Method:Announcement piece to potential consumers that are distributed through:o Senior centerso Rehabilitation Centerso Community centerso Targeted direct mailo Provider locationso Disability forums and organizationso Special newsletters for older adults and adults with disabilitieso Selected employers

o Retirement communitieso Professional organizationso Service organizationso Places of worship (faith-based community)o VA Clinicso Retirement Clubs/Organizationso Low Income Advocacy Organizationso Home Health Agencieso Pharmacy Associationso Primary Care Associationso Associations for Mental Healtho Disability Rights Organizationso Protection and Advocacyo American Red Crosso The Salvation Armyo Selected eating establishmentso Ethnic Service Organizationo Senior Housingo Food Banks

NC CRC Operations Manual2009

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DRAFTAPPENDIX VII-B

The following sources will be used:o Targeted cable ads would be timed to start running just prior to the opening of the

____CRC.o Print advertisingo Printed ads will be strategically place to run for the first 4 to 6 months of the launch

period (as funds permit).o Public Service Announcements in the local paperso Senior and Disability advocacy newsletterso Announcements to the regional AARP chapter(s), Cerebral Palsy, Muscular

Dystrophy Society, Alzheimers Association, Gerontological Association, NCDisability Forums, Hospice etco Brochures, flyers, posters, postcards, bookmarkers, etc will be produced.Radio Advertisingo Radio ads would be timed to begin running just prior to the grand opening of the

_____CRCWebsite Advertising

o Request partners to include a hot link to the ____CRC website when it isdevelopedOthero Set up interviews with local newspapers to feature launch of the ____CRC and itsassociated websiteo Set up events at retirement communities, senior centers, Rehab Centers, and otherappropriate sites across the regiono Staff tables at health and senior fairs, hand out brochureso Write and distribute press releases for the initial launch of the site.o Participate in region-wide community forumso Have an Open House

o Educate partners so they can communicate meaningful information to their clientso Possibly have a CRC song written or name a burger etc for a certain time periodMobile Unito Use banners on the Mobile Unit that will be used for trips to rural areaso Advertise in the local papers the mobile unit scheduleInitiate a Word of Mouth Campaigno Make it a regular procedure to ask clients to spread the wordo Ask faith-based community to spread the wordo Educate influential community peopleOther Actionso Advertise on the Marqueeso Take advantage of Older Americans Month and other Targeted Group Monthso Increase Visibility and Use of NCCareLINK

NC CRC Operations Manual2009