Preparing for OE II Developing 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 Plan  What 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?

1 Awareness 2 Education 3 Application 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, 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 or Erika Martinez