DRAFT APPENDIX VII-B CRC Sample Marketing and Outreach Plan

Marketing and Outreach Plan

The ____CRC an initiative that will streamline policies and practices within the ____(geographic area) to increase consumer access to information and services in a comprehensive, flexible, and cost effective manner. The ___(geographic area)consists of __________(area). The audiences to be service by the ___CRC area: o Seniors age 60 and over o Adults (18 and over) with disabilities o Providers, family members and other caregivers who are caring for our targeted population o Others who have a concern for our clients. Purposes: o To introduce the new ___CRC o To increase awareness of the NCCareLINK o To provide information in a clear format that consumers will understand o To provide regional residents with information and access to a variety of services This Marketing and Outreach Plan is designed to reach audiences via a wide mix of mediums. Two paths will be considered during each approach, one directed toward our advocates and regional providers and the second to engage the consumers who will be utilizing the CRC program. We recognize that marketing challenges must be overcome to make this effort fruitful. These include: o A wide range of diverse target audiences o Audiences that have been historically difficult to communicate with due to constraints such as time and accessibility; geographically widespread groups o Varying levels of education o Limitation of available resources o Confusing eligibility rules and complex application procedures o Cultural and language problems in some areas of the region We will market heavily and continually. We will also target information and assistance to everyone, regardless of income (to include private pay). This will help ensure long term care planning takes place with non-Medicaid populations and its helps to solidify the CRCs role in the state. The variety of measures we use will help ensure each county enjoys full and equal access to the ____CRC. A Two Phase Approach: We will approach marketing and outreach efforts in phases to help save funds to specifically target the various audiences at the most effective times. Phase One One month prior to the CRCs grand opening
NC CRC Operations Manual 2009

DRAFT APPENDIX VII-B

Goal: To inform and motivate key provider and advocacy populations to accept referrals from the ____CRC Method: Mailing with cover letter and informational brochures sent to: o Care coordinators, case managers, and hospital discharge planners at hospitals/rehabilitation centers o Centers for independent living, adult living and assisted living communities o Trade organizations and organizations providing advocacy an counseling o Targeted physicians o Social workers o Retirement communities o 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 officials o Home delivered meal providers o Other agencies providing services to our targeted populations Phase Two Week of Grand Opening Goal: To build awareness and initiate participation among consumers. Method: Announcement piece to potential consumers that are distributed through: o Senior centers o Rehabilitation Centers o Community centers o Targeted direct mail o Provider locations o Disability forums and organizations o Special newsletters for older adults and adults with disabilities o Selected employers o Retirement communities o Professional organizations o Service organizations o Places of worship (faith-based community) o VA Clinics o Retirement Clubs/Organizations o Low Income Advocacy Organizations o Home Health Agencies o Pharmacy Associations o Primary Care Associations o Associations for Mental Health o Disability Rights Organizations o Protection and Advocacy o American Red Cross o The Salvation Army o Selected eating establishments o Ethnic Service Organization o Senior Housing o Food Banks
NC CRC Operations Manual 2009

DRAFT APPENDIX VII-B

The following sources will be used: o Targeted cable ads would be timed to start running just prior to the opening of ____CRC. o Print advertising o Printed ads will be strategically place to run for the first 4 to 6 months of the period (as funds permit). o Public Service Announcements in the local papers o Senior and Disability advocacy newsletters o Announcements to the regional AARP chapter(s), Cerebral Palsy, Muscular Dystrophy Society, Alzheimers Association, Gerontological Association, Disability Forums, Hospice etc o Brochures, flyers, posters, postcards, bookmarkers, etc will be produced. Radio Advertising o Radio ads would be timed to begin running just prior to the grand opening of _____CRC Website Advertising o Request partners to include a hot link to the ____CRC website when it is developed Other o Set up interviews with local newspapers to feature launch of the ____CRC and associated website o Set up events at retirement communities, senior centers, Rehab Centers, and appropriate sites across the region o Staff tables at health and senior fairs, hand out brochures o Write and distribute press releases for the initial launch of the site. o Participate in region-wide community forums o Have an Open House o Educate partners so they can communicate meaningful information to their o Possibly have a CRC song written or name a burger etc for a certain time Mobile Unit o Use banners on the Mobile Unit that will be used for trips to rural areas o Advertise in the local papers the mobile unit schedule Initiate a Word of Mouth Campaign o Make it a regular procedure to ask clients to spread the word o Ask faith-based community to spread the word o Educate influential community people Other Actions o Advertise on the Marquees o Take advantage of Older Americans Month and other Targeted Group Months o Increase Visibility and Use of NCCareLINK the launch

NC

the

its other

clients period

NC CRC Operations Manual 2009