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There are significant benefits of working with local radio, television, and print media outlets to get the word out about enrollment. Check out the recording and slides to learn how earned media can be effective in engaging non-English speaking individuals and minority groups in general, free of charge. You can find out about ways to engage local media and use this powerful tool to educate and motivate consumers to take action.
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© 2013 Enroll America | EnrollAmerica.org
Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers
Tuesday March 4, 2014
© 2013 Enroll America | EnrollAmerica.org 2
Moderator: Jennifer Roniger, Deputy Director for State Assistance, Enroll America Presenters: Dayanne Leal, Deputy Director, Best Practices Institute, Enroll America Emily Sutton, Outreach & Enrollment Manager OneWorld Community Health Centers, Inc.
SPEAKERS
© 2013 Enroll America | EnrollAmerica.org 3
AGENDA
I. Capitalizing on Your Strengths
II. Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers
III. Tips on Monitoring & Evaluation
IV. Q&A
© 2013 Enroll America | EnrollAmerica.org
I. Capitalizing on Your Strengths
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© 2013 Enroll America | EnrollAmerica.org
What Has Worked Well So Far?
5
• 27 days until the end of open enrollment
• This is the time to: ü Focus on what you do WELL ü Build on what you have done so far ü Leverage relationships with your network ü NOT the time to invest a lot of resources in doing something totally new
IDENTIFY what has worked
Make plans to REPEAT these
strategies
AMPLIFY for the next five
weeks
© 2013 Enroll America | EnrollAmerica.org
II. Creating an Earned Media Strategy: Fast Ways to Engage Local Media and
Motivate Consumers
6
© 2013 Enroll America | EnrollAmerica.org
“Earned” not paid Publicity gained by editorial influence through a mass media outlet, e.g. newspaper, radio, TV, online. The goal of media coverage should always be to further your mission by reaching your audience with an effective message.
What Is Earned Media?
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© 2013 Enroll America | EnrollAmerica.org
Why Should You Engage the Media?
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Reach/Hard to Reach Populations Broad • Getting the word out via radio, television broadcast, or print media can
reach more people in less time than other methods of outreach • Media outlets can reach groups everywhere; including rural areas
Ways to Promote Efforts Diverse
Ethnic Media
• Media outlets can help your outreach efforts in many ways (disseminating information/promoting a specific service/activity
Reach Minority Groups
• Ethnic/Specialty media allows you to tailor your messages for specific populations
• They are already trusted messengers
© 2013 Enroll America | EnrollAmerica.org
• Just as you educate members in your community, it is also important to educate staff at the media outlets about why it is important for them to be involved and help their audience connect to health coverage.
• Help them see the value you have to offer to their community, and they will be more likely to collaborate with you.
NOTE: Many broadcast networks are required to dedicate a certain amount of air time to public service announcements (PSAs), which are essentially opportunities for you to get free airtime. By providing them with useful content, you could help them meet their goals while also getting your message out without having to pay for ads or airtime.
Media Partnerships: A Two-Way Street
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© 2013 Enroll America | EnrollAmerica.org
How to Approach the Media
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Step 1: • Identify the media
outlets in your area (TV, radio, print)
Step 2: • Decide which media
outlet you want to reach out to first and have your ask ready!
Step 3: • Identify the best
person for you to make your ask and contact them.
Step 4: • Explain what is in it for
them! Build your case that this is a service for their community.
Step 5: • Make your ask and
establish a relationship with a new partner
Step 6: • Enjoy whatever it is
you do with the media!
Develop a strong relationship - Keep in touch!
© 2013 Enroll America | EnrollAmerica.org 11
Ways to Engage the Media
Local TV
• Local community programs
• News Program
Radio
• Regular Radio stations; faith-based; College Campus
• Radio interviews, PSAs
Newspaper
• Ads • Press Releases • Op-Eds - Writing in the
right voice is key • Letters to the Editor
Note: Getting PSAs placed and getting earned media are two different targets usually (some times they overlap). One is about getting reporters to see the news value in your story (earned media), the other is about engaging them to run PSAs.
© 2013 Enroll America | EnrollAmerica.org 12
• Prepare them with a base level of information • Use a unique hook and make a clear tie-‐in with their audience • They may run your press releases verbatim, but you need to pitch them—persistence is key • Bring the story to them -‐ In-‐person meetings are best
Make it as easy as possible
• Several forms of communication: text/email/phone/tweets • Regular check ins -‐ call without a pitch • Be persistent but in a friendly way
Contact them in as many ways possible
• Provide information weeks in advance when possible, in particular if you want them to attend a community event
Advance notice
• Involve community leaders
Utilize surrogates
Lessons Learned – Media in General
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• Background research • Mainstream press is less familiar to their issues
Be familiar with their work
• Any existing relationships on the team • Utilize your community partners
Their ?irst contact should be “warm”
• Some pubs will be receptive and open to this, others will be defensive • Always in need of content
Writing original content for them
• Diabetes, asthma, domestic violence, etc.
Offer stories that address the community’s health concerns
Lessons Learned – Ethnic Media Specifically
© 2013 Enroll America | EnrollAmerica.org 14
Earned Media Success Stories… Directly from Nebraska!
• ADD PICTURE
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• Get to know your local DJs and journalists! • Get-to-know-you lunch dates • Invite them to broadcast live from your event
Engaging the Media in Nebraska
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• Identify where your consumer population comes from • And what their media sources are • Place ads on radio and news stations that speak
specifically to them • E.g. 3 inserts (Latino newspaper, African American newspaper, Anglo
newspaper); radio ads that address Latino, African American and Native American barriers
Engaging the Media in Nebraska
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Creative ways to engage the media • Track Marketing sources
• Ask consumers how they heard about you, follow the trends and continue your successful marketing strategies
• Utilize FREE or reduced-cost strategies • Make live calls into radio or television programming • Ask to participate in a live interview during community
connection radio or television programming • Submit a press release kit to all local media outlets
• Some may pick your event up as a story! • Often times the event will be added to the local newspaper community
events section • Post events and hours of operation on your social media
pages • Ask media outlets to link your page to their social media pages
© 2013 Enroll America | EnrollAmerica.org
III. Tips on Monitoring & Evaluation
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© 2013 Enroll America | EnrollAmerica.org
Develop an Evaluation Plan Before You Implement
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• Identify which outreach strategies and partners reach the most consumers
• Basis for future funding requests Why evaluate?
• How will you know if your strategy was effective? • What outcomes will you be measuring?
Things to consider…
• How did consumers hear about your organization? • How did they get your phone number? • How did they come to attend a particular enrollment event? • How many consumers created an account? Successfully enrolled?
Suggested Questions:
Collect information that will help you build a better system for next year: When do you ‘lose’ consumers? What helps get consumers ready to buy insurance? How many times do you talk to a consumer before they sign up? What are the barriers/ questions people have?
© 2013 Enroll America | EnrollAmerica.org 20
FINAL WEBINAR TOMORROW: Conducting Effective Enrollment Events and How to Get More Support Wednesday, March 5, 2014 at 4:00 p.m. ET PREVIOUS WEBINARS ARE AVAILABLE ON ENROLL AMERICA WEBSITE: The Road to March 31 — Effective Outreach and Enrollment Strategies to Use Now http://www.enrollamerica.org/resources/webinars/the-road-to-march-31-effective-outreach-and-enrollment-strategies-to-use-now/?source=hp#Archive
Future Webinar in this Series
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IV. Q&A
Emily Sutton Dayanne Leal [email protected] [email protected]
Jennifer Roniger [email protected]