How to Get a Fast Start on a Big Finish: Outreach Ideas That Will Give You Insights to Help You Achieve Your Goals Before March 31

How to Get a Fast Start on a Big
Finish – Outreach Ideas That Will Give
You Insights to Help You Achieve Your
Goals Before March 31

Wednesday February 19, 2014
© 2013 Enroll America | EnrollAmerica.org

SPEAKERS
Moderator:
Jennifer Roniger, Deputy Director for State
Assistance
Presenters:
Dayanne Leal, Deputy Director, Best Practices
Institute
Etoy Ridgnal, Director of African-American
Engagement and Faith Based Initiatives

2


AGENDA
I. 

Capitalizing on Your Strengths

II.  Showcasing Key Outreach Strategies
a) 
b) 
c) 
d) 
e) 

Phone-a-thons
Working with Community Colleges
Working with Faith Communities
Earned Media
Conducting Effective Enrollment Events

III.  Tips on Monitoring & Evaluation
IV.  Q&A

3


I. Capitalizing on Your Strengths

4


What Has Worked Well So Far?
•  40 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

5

II. Showcasing Key Outreach Strategies

6


Phone-a-thons

7


Why a Phone-a-thon?
Free
Broad reach
•  Thousands of consumers at once
Reach consumers where there are
•  Great for reaching populations in rural areas
All-in-one strategy: educate, persuade, refer
•  Share key messages
•  Connect consumers to enrollment assisters
•  Promote current enrollment events
•  Prepare consumers for an appointment with an assister
High-energy strategy
•  Boost staff and volunteer morale during the home stretch

8

How Does A Phone-a-thon Work?

9


What Does It Take?
It only take a few steps…and typically, they occur in very quick succession!
Establish a relationship with a Local Radio or TV Media Outlet
•  Work with a radio or TV station that has the capacity to host you for free
•  Station provides phone lines, 1-800 #, computers, space

Determine the Goal of Your Phone-a-Thon
•  Public education
•  Enrollment tool

Get the Word Out

Staff the Phone-a-Thon

10


Phone-a-thon Success Stories

ME

IL

OH

PA

Alaska:
Hawaii:

11


Working with Community Colleges

12


Why Target Community Colleges?
•  Demographic make-up of community college
•  Few offer student health plans
•  Community colleges have a compelling interest in
educating their students about their insurance options
•  Community colleges are every where
•  Since they are present in most communities that

makes them a great way to conduct outreach in
rural communities

13


How to Work with Community Colleges
Who to Talk to
ü  The Dean of Student Affairs is usually the administrator whose
office oversees
ü  President’s Office
ü  Student Health Clinic

What to Ask
ü  Host enrollment events
ü  Send information to students
ü  Allow outside group to table

14


Tips for Working with Community Colleges
• 

Enlist the school’s help promoting the event:
ü  School-wide email
ü  Social media
ü  Campus newspaper/radio
ü  Recruit students to do brief presentations at the beginning of classes, then
collect interest cards.

• 

Make sure to have enough Navigators/CACs

• 

During the event, have volunteers with clipboards flyer
around campus

15


Community College Success Stories
•  Miami Dade Community College
•  More than 500 students served
•  City Colleges of Chicago
•  Enrollment events planned in
every campus
•  At the first event, 225 student
attended; almost half went all
the way through the enrollment
process

16


Working with Faith Communities

17


Why Engage the Faith-Based Community?
•  Faith-based communities are trusted messengers
•  Working with a local congregation to reach individuals
and families in rural areas can be an effective may
•  Reaching out to different ethnic groups, for example
African Americans, via a faith-based institution has
proven to be successful

18


How To Engage Faith-Based Communities?
Health Care from the Pulpit - Be Part of the Movement!

Conduct a “Health Care from the
Pulpit” Tabling Event

Activate a “Heal-the-Neighborhood”
Health Outreach Ministry

Host a “Health Coverage Enrollment
Summit”

19


Health Care from the Pulpit Success Stories
• 

Christ Bible Church, TX
ü  Combined Healthcare from Pulpit, canvassing and
enrollment summit

• 

New Samaritan Baptist Church, Washington, D.C.
ü  Pastor preached sermon with enrolment theme for 2
services
ü  Staff on hand after to table, provide information and get
contact information

• 

Mt. Zion Baptist Church, VA
ü  Connected them with navigator to do enrollment

• 

Follow up is key!!

20


Earned Media

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Why Should You Engage The Media?
•  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 in rural parts of the State
•  Working with the ethnic media allows you to tailor your
messages for specific populations

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How to Approach the Media

Identify the media outlets in your
area (TV, radio, print)

Ask them to help you as part of their
public service announcements
(PSAs) requirements

Develop a strong relationship Keep in touch!

23


How to Engage the Media

Local TV
•  Invite them to visit your
organization and
interview the staff
serving their audience.

24

Local Radio
•  Ask them to attend your
outreach event and
broadcast it live.
•  Live, “call-in” radio
programs give you an
opportunity to reach
and educate a large
audience simply by
addressing a single
caller’s question

Local
Newspaper
•  Ask them to include an
insert or a sticker on the
front page about your
program or outreach/
enrollment activity.


Earned Media Success Stories
•  Nebraska:
•  One World Community Health
Center staff placed educational
inserts into local magazines/
newspapers in the appropriate
language in three papers, one
that caters to Spanish-speaking
population, one to the African
American population and one to
the Anglo population.

•  Connecticut:
•  Interviews through local, free
radio and Newspapers.

25


Conducting Effective Enrollment Events

26


Why Plan an Enrollment Event?
1.  Tool to help maximize enrollment
opportunities in a community
2.  Efficient
3.  Popular with Consumers, especially in
communities of color and rural areas
4.  Creates earned media possibilities
5.  Good volunteer opportunities
TIP: If you have more consumers than staff to assist at your events,
prepare to be more strategic. Scheduled appointments or extended
hours to provide enrollment assistance may be helpful.

27


How to Set Up an Enrollment Event

Step 1:

Step 3:

•  Identify your target population

•  Build your event team: Find
trusted partners/institutions/
locations

•  Set a location and date for an
Enrollment Event (work
backwards & set at least 3
weeks out )

Step 4:

Step 5:

Step 6:

•  Recruit most appropriate
assistors/navigators for the event

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Step 2:

•  Recruit consumers: take
appointments, & confirm
appointments 24 hours in
advance – provide a simple list
of the information they need to
have for enrollment.

•  Have a successful event!


Enrollment Event Success Stories
National Latino Summits
•  Texas, Florida, Georgia, Arizona,
Illinois, Pennsylvania, Wisconsin,
New Jersey, Louisiana, and Ohio.
Enrollment at Public Library Best Practices Learned from
Lower Alabama
•  Choose the “right” library
•  Establish a relationship
•  Schedule your enrollment events
on an established, recurring
schedule that works with library
availability and stick to it.
•  Promote, promote, promote.
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III. Tips on Monitoring & Evaluation

30


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?
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Future Webinars in this Series
Why and How to Conduct a Phone-a-thon with a Local Media Outlet
Monday, February 24, 2014 at 4:00 p.m. ET
Engaging Community Colleges in Outreach and Enrollment
Wednesday, February 26, 2014 at 4:00 p.m. ET
How to Engage Faith Communities in Outreach
Monday, March 3, 2014 at 4:00 p.m. ET
Creating an Earned Media Strategy: Fast Ways to Engage Local Media
and Motivate Consumers
Tuesday, March 4, 2014 at 4:00 p.m. ET
Conducting Effective Enrollment Events and How to Get More
Support
Wednesday, March 5, 2014 at 4:00 p.m. ET

32


IV. Q&A

Jennifer Roniger
JRoniger@enrollamerica.org

Dayanne Leal
DLeal@enrollamerica.org

Etoy Ridgnal
ERidgnal@enrollamerica.org
33


How to Get a Fast Start on a Big Finish: Outreach Ideas That Will Give You Insights to Help You Achieve Your Goals Before March 31

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How to Get a Fast Start on a Big Finish: Outreach Ideas That Will Give You Insights to Help You Achieve Your Goals Before March 31