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Page 1: Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers

© 2013 Enroll America | EnrollAmerica.org

Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers

Tuesday March 4, 2014

Page 2: Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers

© 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

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© 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

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© 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?

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•  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

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© 2013 Enroll America | EnrollAmerica.org

II. Creating an Earned Media Strategy: Fast Ways to Engage Local Media and

Motivate Consumers

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© 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

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© 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!

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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.

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• 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

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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

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© 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?

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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]