Published on March 5, 2014
Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers Tuesday March 4, 2014 © 2013 Enroll America | EnrollAmerica.org
SPEAKERS 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. 2 © 2013 Enroll America | EnrollAmerica.org
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 3 © 2013 Enroll America | EnrollAmerica.org
I. Capitalizing on Your Strengths 4 © 2013 Enroll America | EnrollAmerica.org
What Has Worked Well So Far? • 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 5
II. Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers 6 © 2013 Enroll America | EnrollAmerica.org
What Is Earned Media? “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. 7 © 2013 Enroll America | EnrollAmerica.org
Why Should You Engage the Media? Broad Reach/Hard to Reach Populations • 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 Diverse Ways to Promote Efforts • Media outlets can help your outreach efforts in many ways (disseminating information/promoting a specific service/activity Ethnic Media Reach Minority Groups • Ethnic/Specialty media allows you to tailor your messages for specific populations • They are already trusted messengers 8 © 2013 Enroll America | EnrollAmerica.org
Media Partnerships: A Two-Way Street • • 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. 9 © 2013 Enroll America | EnrollAmerica.org
How to Approach the Media Step 1: Step 2: Step 3: • Identify the media outlets in your area (TV, radio, print) • Decide which media outlet you want to reach out to first and have your ask ready! • Identify the best person for you to make your ask and contact them. Step 4: Step 5: Step 6: • Explain what is in it for them! Build your case that this is a service for their community. • Make your ask and establish a relationship with a new partner • Enjoy whatever it is you do with the media! Develop a strong relationship - Keep in touch! 10 © 2013 Enroll America | EnrollAmerica.org
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. 11 © 2013 Enroll America | EnrollAmerica.org
Lessons Learned – Media in General Make it as easy as possible • 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 Contact them in as many ways possible • Several forms of communication: text/email/phone/tweets • Regular check ins -‐ call without a pitch • Be persistent but in a friendly way Advance notice • Provide information weeks in advance when possible, in particular if you want them to attend a community event Utilize surrogates • Involve community leaders 12 © 2013 Enroll America | EnrollAmerica.org
Lessons Learned – Ethnic Media Specifically Be familiar with their work • Background research • Mainstream press is less familiar to their issues Their ?irst contact should be “warm” • Any existing relationships on the team • Utilize your community partners Writing original content for them • Some pubs will be receptive and open to this, others will be defensive • Always in need of content Offer stories that address the community’s health concerns • Diabetes, asthma, domestic violence, etc. 13 © 2013 Enroll America | EnrollAmerica.org
Earned Media Success Stories… Directly from Nebraska! • ADD PICTURE 14 © 2013 Enroll America | EnrollAmerica.org
Engaging the Media in Nebraska • Get to know your local DJs and journalists! • • 15 Get-to-know-you lunch dates Invite them to broadcast live from your event © 2013 Enroll America | EnrollAmerica.org
Engaging the Media in Nebraska • 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 • 16 E.g. 3 inserts (Latino newspaper, African American newspaper, Anglo newspaper); radio ads that address Latino, African American and Native American barriers © 2013 Enroll America | EnrollAmerica.org
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 • • • Post events and hours of operation on your social media pages • 17 Some may pick your event up as a story! Often times the event will be added to the local newspaper community events section Ask media outlets to link your page to their social media pages © 2013 Enroll America | EnrollAmerica.org
III. Tips on Monitoring & Evaluation 18 © 2013 Enroll America | EnrollAmerica.org
Develop an Evaluation Plan Before You Implement Why evaluate? Things to consider… Suggested Questions: • Identify which outreach strategies and partners reach the most consumers • Basis for future funding requests • How will you know if your strategy was effective? • What outcomes will you be measuring? • • • • 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? 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? 19 © 2013 Enroll America | EnrollAmerica.org
Future Webinar in this Series 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-tomarch-31-effective-outreach-and-enrollment-strategies-to-usenow/?source=hp#Archive 20 © 2013 Enroll America | EnrollAmerica.org
IV. Q&A Emily Sutton firstname.lastname@example.org Dayanne Leal email@example.com Jennifer Roniger firstname.lastname@example.org 21 © 2013 Enroll America | EnrollAmerica.org
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Creating an Earned Media Strategy: Fast Ways to Engage Local Media and ... Fast Ways to Engage Local Media and Motivate Consumers ... “Earned” not paid
Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motivate Consumers
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