pr campaign: the kentucky children's health insurance program
TRANSCRIPT
The Kentucky Children’s Health Insurance Program
Joining hands to keep children healthy and happy…
Presented by,
AACK Promotions
2010
Table of Contents
Our Team 3
Executive Summary 4
Situation Analysis 6
SWOT Analysis 9
Primary Audience Analysis 12
Primary Audience Profile Sketch 16
Secondary Audience Analysis 18
Formal Research Methods 20
Member Survey 23
Nonmember Survey 25
Sampling Method 27
Research Timeline 24
Strategic Plan 29
Tactics 33
Tactic Timeline 35
Budget 36
Evaluation 37
Pitch Letter 41
News Release 42
References 43
2
Our Team
AACK is an independent Public Relations organization that consists of four partners. They work primarily
out of the University of Kentucky. Their first client is the Kentucky Children’s Health Insurance Program.
The four partners include:
Ashley Biven email address
Kristen Hehir email address
Christine Johnston email address
Amber Blair email address
3
Executive Summary
This proposal is an analysis of secondary research conducted on the Kentucky Children’s Health
Insurance Program (KCHIP) as well as recommended primary research and a public relations campaign.
The members of AACK promotions conducted the research and developed this proposed public relations
campaign in order to increase current enrollment of KCHIP. Following our research, we identified a list
of connectors as well as tactics that could help to get the word out about KCHIP.
The central force behind this campaign is to increase enrollment into KCHIP while retaining
current members. ACCK promotions first identified that we want to reach men and women, single or
married, who have at least one child between the ages of 0-19 that are below the 200% poverty line and
are in need of health insurance. ACCK Promotions then examined the client’s strengths, weaknesses,
opportunities and threats. KCHIP’s primary strength is that it offers little to no cost health insurance for
children allowing families to afford it. However, much of the target audience is not currently aware of
KCHIP or the benefits that it offers.
The theme of the campaign will be “Joining hands to keep children healthy and happy.” This
theme is meant to extend a helping hand to the target by presenting them with the opportunity for
close interaction with KCHIP representatives who will educate families about the program. It is also
intended to focus on the close knit communities, something the target cherishes.
ACCK Promotions suggested the use of additional primary research such as focus groups and a
survey to see where KCHIP currently lies in the minds of the target. This primary research will be
important to examining what the target currently knows about KCHIP and what all they are confused
about. This will enable KCHIP to successfully answer any questions or concerns and create a positive
image of KCHIP in the minds of the target.
4
To reach this target, create awareness and eventually increase enrollment the team decided the
best strategy would be to create connectors by using our secondary target of teachers to spread the
word about KCHIP. ACCK Promotions decided to create the “Winter Wonderland Festival” in order to
get people in the community together to enjoy a fun event, to create positive awareness about KCHIP
and ultimately to increase enrollment into the program. The event will provide attendees with
information about KCHIP and to help create a family oriented, carnival like experience.
KCHIP will also provide seminars for teachers in each county being targeted. A PowerPoint
presentation will be shown to educate the teachers about the program and how they can promote it to
their students and their families.
In order to effectively promote the event and KCHIP as a whole, ACCK Promotions has suggested
the use of a public service announcement, news releases and media advisories to local newspapers,
event invitations, PowerPoint presentations for teachers, letters, flyers, brochures and heavy use of TV
and radio public service announcements. This public relations campaign will run for 24 months and will
occur between October 2009 and September 2011.
5
Situation Analysis
Client Background
Kentucky Children’s Health Insurance Program is dedicated to helping families in
Kentucky receive health insurance at little to no cost. KCHIP is part of a more nationally run
foundation called CHIP, the Children’s Health Insurance Program, which already has existing
programs in most other states. KCHIP hopes to decrease the amount of uninsured children in
nine Kentucky counties: Bath, Bourbon, Clark, Fleming, Menifee, Montgomery, Nicholas, Powell,
and Rowan counties. KCHIP coverage includes doctor visits, dental care, hospitalization,
outpatient hospital services, psychiatrists, laboratory tests and X-rays, vision exams, hearing
services, mental health services and prescription medicines. Children may also receive glasses,
immunizations, well-child checkups, physical therapy, speech therapy and many other services
(Kentucky.gov, 2009). The fee for this low cost program is based individually per family and will
be somewhere between $0-20 a month. The total cost to a family including co-payments will
not be more that $450 a year (Kentucky.gov, 2009).
Although KCHIP aims to provide health care to children in the state of Kentucky, there
are certain guidelines that must each family must meet. To receive KCHIP benefits families need
to have at least one child between the ages of 0-19 who is American-born and English speaking.
KCHIP clients also need to have a combined family income that is at or below the 200% poverty
level. To be enrolled in KCHIP families must first pick up an application online, call the (877)
KCHIP18 (877-524-4718) (Kentucky.gov, 2009) or pick up an application at a doctor’s office or
hospital. To apply families must have proof of income, proof of expenses, health insurance
information, proof of citizenship and proof of identity.
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Since KCHIP is a nonprofit organization, it is funded primarily through grants. These
grants allow KCHIP to provide the families with low to no cost insurance. To help reach KCHIP’s
goal of increasing current enrollment, KCHIP partners will include the UK College of Public
Health, the Cooperative Extension Service at UK, the UK College of Journalism &
Telecommunications, the Montgomery County Health Department, the KY Migrant Education
Program and the advocacy group “Covering Kentucky Kids & Families.” These partners will help
to work at the county level to promote outreach, retention, recertification and to take
advantage of existing community resources. These partnerships will also increase the overall
sustainability of the program.
The goal of KCHIP is to increase the number of children who are uninsured in the state
of Kentucky by making families more aware of the program and KCHIP’s benefits. KCHIP hopes
to create a campaign that is sustainable as well as increases current enrollment by 60%.
Competitors/Similar Products
Since these families cannot afford most health insurance coverage, the main competitor
or similar product to KCHIP will be Medicaid. In Kentucky, Medicaid offers basic health coverage
to of a variety of audiences including children under the age of 19. However, the requirements
to be eligible for Medicaid are different than that of KCHIP. For a child to be on Medicaid, the
family income must be lower than the requirements for KCHIP. KCHIP’s main audience is people
whose income is too high to qualify for Medicaid but to low afford real insurance
(HealthPlanOne, 2009). It is important that KCHIP differentiates itself from Medicaid and any
other program so families fully understand what it has to offer and the requirements to become
enrolled.
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PR Audit
Currently, KCHIP does not have a strong brand image. Many families in Kentucky are
not sure that KCHIP exists or they are confused on what it is. It is important to get the word out
about KCHIP and clearly state what KCHIP is and the benefits that this program provides.
Although some families know what KCHIP is, they are very reluctant to apply for the
program. People in these nine counties can sometimes feel intimidated by the government or
too embarrassed to seek help. By implementing a public relations campaign that addresses
these problems, our team can remove any confusion these families have or negative ideas
towards KCHIP. It is important that KCHIP solves these problems in order to ensure that it
meets the program’s goals of increased enrollment as well as maintaining current enrollment.
The campaign’s primary public will be parents or guardians of eligible families. AACK
Promotions wants to target these guardians because they will be the ones responsible for
enrolling their children for the KCHIP program. For a secondary public, we will be targeting
teachers, doctors, government officials and other connectors that will help to increase
awareness and credibility of the KCHIP program. They will enable these families to gain
knowledge about KCHIP, the program’s benefits and how to apply for enrollment.
Currently, KCHIP has posters and signs featuring pictures of kids on horses, riding bikes
and doing other various activities. These images are not relevant to KCHIP’s target since many
of the families have a very low income. It is important that KCHIP include images of children
that could potentially be members of the program in order to assure that families that KCHIP is
for them. KCHIP also does some outdoor advertising such as bus advertisements. To date,
KCHIP has taken advantage of several resources available but it is important to move forward
with a new mix of media and promotional tactics.
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StrengthsLittle to no cost insuranceSafety for children who can’t afford itNon-profit organizationGrant with fundsAccepted anywhere Medicaid is
WeaknessesHard to understand applicationNon-recognition of program by many familiesNo strong connectors other than BeshearPeople don’t understand poverty limitations
OpportunitiesIndividuals with the potential to become influential connectors are availableNine counties targeted have large amount still not enrolledNew diseases and high risk sickness season raise awarenessBad economy makes little to no cost insurance more appealing
ThreatsEmbarrassment for clients about needing helpLow literacy rates
SWOT Analysis
To further examine KCHIP, ACCK Promotions performed a SWOT analysis. The main
strength of KCHIP is that it is a little to no cost insurance plan allowing eligible families to provide their
children with medical coverage at a low rate. This low cost program will allow children to receive the
health insurance coverage that they need to live a safe and healthy life. In addition to being low cost,
KCHIP is accepted anywhere that Medicaid is. Another strength is that it is a non-profit organization
which is funded by government grants and private donations. Since KCHIP is non-profit, families can be
reassured that KCHIP is not trying to take advantage of them and that the program is not receiving any
financial gain for their enrollment.
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KCHIP, like many other organizations, has a few weaknesses that may be affecting their
overall enrollment rates. Such weaknesses include the hard to understand application form, the lack of
program awareness by a large number of families, difficulty in determining eligibility in the program and
also the lack of well-known or influential connectors to promote the program. The application form can
be hard to understand because it uses terms and advanced jargon that the target audience generally
does not understand. The lack of program awareness by a large number of families is largely due to
ineffectively reaching out to them through promotional tactics. It can be difficult for the target audience
to determine if they are eligible for the program because most individuals do not understand the levels
of the poverty line and how far below the line they fall. These weaknesses, however, are not
detrimental to the program if properly and efficiently addressed. If these weaknesses are properly
addressed and attended to they could be turned into opportunities and strengths of the overall
program.
The opportunities KCHIP has are fairly abundant. Such opportunities include the ability to
build long term, positive relationships with connectors, especially schools, teachers, administrators and
doctors. These connectors can play a huge role in influencing individuals and families who are not yet
enrolled in the KCHIP program. With so many possible connectors and a low current enrollment rate in
the nine counties there is a lot of room for potential growth. With new diseases like the swine flu
gaining media attention, KCHIP has the opportunity to raise awareness about the program and the
importance of having insurance coverage to ensuring that their children are healthy in a time when it is
most needed. Also, with the current state of the economy KCHIP has the potential to reach out to the
increasing number of families not able to afford a premium insurance plan.
Threats that KCHIP should be mindful of relate specifically to members and potential
members. Potential KCHIP members have low literacy rates which makes it difficult for them to
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understand some information they are exposed to about the program. Low literacy rates are a result of
lack of education. This is a problem for KCHIP because potential members could get frustrated and
cause them to shut the program out, ultimately not allowing them to realize how important and
beneficial the program is.
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Primary Audience Analysis
Demographics & Psychographics
The target for KCHIP includes males and females in the state of Kentucky, single or
married, who are American citizens, English speaking and have at least one child between the
ages of 0-19. These families live in rural or suburban homes in one of the nine specified counties
in Kentucky and are currently living below the 200% poverty line. Many of these families do not
have a high education and they often work in agricultural fields.
The psychographics for this target includes values, attitudes, lifestyles and opinions.
These parents or guardians have a lot of care and concern for their children. They value family,
health and happiness. They want what is best for their children and are devoted to their family.
The target is made up primarily of hard workers who have struggled for most of their lives and
are determined to make it no matter the sacrifice. This target refuses to give up and is familiar
living without the finer things in life.
As a result of living paycheck-to-paycheck in rural areas, they lead somewhat of an
underprivileged life because they live. They do not have a lot of disposable income to spend on
their lifestyles and are typically reluctant to spend money on things that they see as
unimportant. For the most part, this target cannot afford to spend money on many
extracurricular activities so they must find new and innovative ways of entertainment. It is
important for this target to save as much money as they can and spend it wisely.
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VALS
According to SRI Consulting Business Intelligence website, this primary public would fall
under the categories of Survivors or Makers. Survivors have the lowest incomes and have very
little access to any resources. They tend to be brand-loyal because of this. It is possible that the
target could also fall under Makers because they too have few resources and focus mostly on
familiar family, work and physical recreation (Strategic Business Insights, 2009). They desire
practical and functional products which is what the KCHIP program is. KCHIP is a program where
if the family has the information they will most likely utilize the service and not shop around for
another to compare it to.
Behavioral Segmentation
These families would be using KCHIP as a benefit of covering their children. They need
this health insurance coverage because they cannot afford regular health insurance coverage
and do not fit the requirements to apply for Medicaid. These families depend on KCHIP to be a
low to no cost health insurance provider so that they can receive health care benefits for their
children to cover almost any illness and other things such as glasses and checkups. KCHIP
enables these families to sleep at night knowing that they are keeping their children healthy and
doing the best to keep them from harm.
Media & Communication Channels
These families typically lead a busy lifestyle taking care of their kids and working and
generally do not have time to consume many different types of media. It is important that
KCHIP finds a way to reach these families in between their day to day activities. The most highly
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consumed type of media for this target is television. These families typically have one television
in their home and their television consumption will involve mostly local stations since they often
times cannot afford cable. Typical shows that are watched by this target include Saturday
morning cartoons, local news programs and other programs frequently shown on local stations.
In these families the children tend to watch more television than most since their disposable
income is low they do not have much else to do. The lower the family income, the higher the
television consumption will be. This is evident in the study made linking socioeconomic status
and television consumption, especially coming from families where the parents received a high
school education or lower. If there is only one parent or a parent of low education in the home
the amount of consumption increases (Roberts, Foehr, 2004).
The target often does not view a lot of outside media unless it is provided to them.
They do not have the funds to buy magazines and newspapers and typically do not read them on
a consistent basis. Our target also has little to no access to the internet (Steele, 2008). Some
children will be able to use the internet in their schools and the parents/guardians have access
to computers at the local library. Although they have some type of access to the internet, our
primary publics will generally visit the same few websites and not focus on sites like blogs.
These families often do not have a lot of time or the resources to search the web for an
extended period of time.
The target also may have an opportunity to consume media on the radio if they drive to
work/school. They will be busy working long hours and taking care of their kids when they are
home so consumption of this type of media on the run is a strong possibility.
KCHIP’s target puts extra emphasis on advice from word-of-mouth information from the
community. If KCHIP has a strong, positive image in the community then parents are more likely
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to trust them, especially if they hear good things from reliable friends or family. Parents will
also trust and listen to school officials, local government leaders and medical specialists in the
area. In small counties people usually trust that their government leaders will make them aware
of opportunities available for them. Specialists in healthcare can confirm that the insurance
KCHIP offers will benefit the children who are covered.
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Primary Audience Profile Sketch
Personality Cues
Mendy and Ricky Elliott always knew they wanted children. The two met in high school
and fell in love quickly. When they found out they were pregnant with their first child, Katie, at
age 20 they were thrilled. However, the birth of Katie became a strain on their relationship,
mainly due to financial reasons, and the two continue to try and make ends meet daily. Mendy
and Ricky lead a busy lifestyle taking care of the home, their child and working full time. Though
times are tough, Mendy and Ricky value their family and will do anything to keep Katie happy
and healthy.
Age, Stage, Education
Mendy and Ricky, both 23, are high school graduates. The two did not have enough
money to go to college so they quickly found any job in town they could get. For Ricky and
Mendy, education is not a priority and they primarily value their relationships with family and
friends. Mendy now works part time at a daycare while Ricky works full time at a local farm.
Family Income
Mendy and Ricky currently have a combined income of $40,000 which is 200% below
the poverty line. They struggle to make ends meet and are often overworked. Their family is
important to them but they cannot afford to miss any days of work and often sacrifice family
time for their jobs.
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Interests
Mendy and Ricky spend like to spend as much time as possible with their children. Since
they do not have a lot of disposable income, they like to find new ways to have fun at home.
They often watch a lot of movies and television with their daughter Katie. Family time is
extremely important to this couple and they try to fit it in whenever possible.
Peer Relationships
Mendy and Ricky enjoy spending time with their family and value the time they spend
together. Their relationships with their friends and other community members are also
important to them. They place a great deal of trust in their peers. Although they do not have a
lot of time to spend with their friends, they value their close knit community and the
relationships they have and are very close knit.
Insight
The main life goal for this couple is simply to survive. They live pay check to pay check
and do what they need to to get by. They do not value their own personal careers; what is most
important to them is their daughter Katie.
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Secondary Audience Analysis
Demographic & Psychographic Segmentation
This target includes teachers and officials at the local schools and nurses and doctors at
the medical facilities that sponsor KCHIP. The teachers and school officials have a strong
interest in seeing the children at their school protected. They are middle class and live a modest
lifestyle. The average salary for teachers in Kentucky is around $42,000. This means that some
teachers do not make much more money than the families who are eligible for KCHIP.
Doctors and nurses who sponsor KCHIP are in the high middle to upper social statuses.
They care very much for their patients and want them to receive the best medical treatment
they can.
In terms of psychographic segmentation, teachers and officials genuinely care about their
students and want to see them have the best medical protection they can get. They are very
active in the children’s growth so parents tend to trust their judgment. Doctors and nurses
want to see their patient’s health to get better, not worse. They will want to be sure they can
give them the best medical treatment they can or they can at least go to another facility that
can.
VALS
Teachers fall under the thinker/innovator segment of the VALS survey. They are
motivated by ideals and crave knowledge and ability. They are conservative and search for
durability, functionality and value in everyday products and services. They are also innovative in
what they do in the classroom and around the school community (Strategic Business Insights
2009). Doctors are innovators/experiencers. They are successful and sophisticated and
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generally have a high self-esteem. They have an abundant amount of resources and usually take
leadership roles. As experiencers, they like new and different things. They could fall under
achievers category as well because they have goal-oriented behavior and busy lifestyles
(Strategic Business Insights 2009).
Behavioral Segmentation
Teachers and school officials are very active in community events, especially ones that
relate to their school and the children that they teach. Since this is such a passion of theirs, they
try to attend these types of events whenever possible.
Doctors and nurses know a large variety of people throughout their county because they
see so many different patients on a daily basis. They would like to see the children and families
in their community thrive and would be excited by the thought of helping children receive such
affordable insurance.
Media Usage
Teachers, school officials and doctors all keep very up to date with community ranging
from community to worldwide levels. Both audiences read the newspaper daily, use the
internet regularly and likely have wireless connections in their homes.
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Formal Research Methods
For KCHIP to have a successful campaign and awareness program they should conduct further
primary research to better understand their audience and discover ways to meet and contact them.
Currently many members of KCHIP’s target audience are unaware of the program. They have either
never seen KCHIP or are confused on how the program works. It is important that the current brand
image of KCHIP is researched to better understand consumer’s perceptions and find out new ways in
which KCHIP can increase overall awareness of the program. By using proper research, KCHIP can
develop an effective promotional campaign to increase brand image and eventually enrollment. In
order to successfully learn where KCHIP rests in the minds of this target AACK recommends that KCHIP
conduct the following research:
Focus Group Interviews
The groups should consist of around 8-12 people. Two or more focus group interviews
would be most effective so KCHIP could get different perspectives based on counties or social
levels. The focus group’s objectives should be to discover who knows about KCHIP, where they
know about it from, what perceptions they have of KCHIP, reasons they would feel hesitant to
join and general information about the audience such as places and activities that consume a
large part of their free time. With this information, KCHIP can discover better ways to
implement a promotional campaign. Focus groups would provide participants with a relaxed
atmosphere in which they can share their different viewpoints with others, as well as provide
feedback to KCHIP.
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Surveys
Surveys can help KCHIP better understand the thoughts and opinions of the target
audience members which could ultimately help to correlate issues related to the target
audience and issues related to enrollment. By distributing surveys, KCHIP would be able to
analyze the data gathered to see specifically what age groups are most aware of KCHIP, how
they know about KCHIP, what counties or regions of the state KCHIP is most well known in and
so on.
In order to gather the most detailed and specific information from these surveys, AACK
believes that there should be two separate surveys distributed. One survey should be for
parents with children currently enrolled in KCHIP and one for parents who have children who
are not currently enrolled but are eligible for KCHIP.
Surveys will be distributed at various school events such as football games, talent
shows, choir concerts and so on where parents would be in attendance. At these school events,
KCHIP representatives will be walking around and have a KCHIP booth set up where surveys will
be distributed and individuals can ask questions about the program. Also, surveys will be posted
online and will be labeled for either current KCHIP members or for eligible KCHIP members not
yet enrolled.
Surveys can help KCHIP gather data and statistics that focus groups cannot provide
which will ultimately lead to a better promotional campaign.
Experimental research
KCHIP should present possible ideas related to the implementation strategies to
members of the target audience before actually implementing them. This would help determine
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effectiveness of each strategy and to see if it is worthwhile for KCHIP to use the suggested
strategy. Some possible ideas KCHIP should test on the target audience before implementation
includes:
- Reconstructing the application form in a more reader friendly format so that it is better
understood and easier to fill out. KCHIP will test reconstructed application
forms on a random sample of target audience members. These individuals will
then be asked about their thoughts and their likes and dislikes about the reconstructed
application form.
- The idea of the Winter Wonderland Festival should be discussed with teachers,
students, parents and doctors. By randomly sampling individuals and asking them their
thoughts about KCHIP, hosting a Winter Wonderland Festival and discussing what will be
at the event, sampled individuals will have the opportunity to share their ideas on the
effectiveness of the event and whether it can help increase KCHIP enrollment.
- KCHIP should discuss with currently enrolled families and children what features of the
program they find most beneficial, what about the program can be improved and what
parts of the program they find least helpful.
- Current promotional techniques can be shown to target audience members. They can
give feedback discussing their like and dislikes of the advertisements.
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Member Survey
AACK has created a survey for KCHIP to distribute to parents of children who are
currently enrolled in the program to maintain optimum feedback. To select participants for this
survey KCHIP will use simple random sampling and randomly choose families who are currently
enrolled in the program.
1. How did you hear about KCHIP?a. Friend/Familyb. Teacherc. Doctord. Poster/Flyere. Websitef. Other: __________________________________________________
2. What made you decide to enroll your child in the program (circle all that apply)? a. Its little to no costb. My children wasn’t protected by any insurancec. A doctor/teacher/friend recommended itd. It was easy to enrolle. Other: _____________________________________________
3. Will you continue to apply for enrollment in KCHIP?a. Yesb. No If no to question 3, please explain why you will not re-apply
______________________________________________________________________________________________________________________________________________________________________________________________________
4. What do you like about KCHIP?____________________________________________________________________________________________________________________________________________________________________________________________________________
5. Have you ever experienced any problems with KCHIP?a. Nob. Yes
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If yes, please explain:________________________________________________________________________________________________________________________________________________________________________________________________
6. Would you be willing to attend a KCHIP event at a school in your area to talk with others about KCHIP and participate in festival activities?
a. Yesb. No
7. How far would you be willing to travel to go to this event?a. 0-5 milesb. 5-10 milesc. 10-15 milesd. 15-20 milese. More than 20 miles
8. What is your gendera. Maleb. Female
9. What is your level of education?a. Some high school or belowb. High school graduatec. Some colleged. College graduate or higher
10. What is your yearly income?a. Less than $2,000b. $2,000-$4,999c. $5,000-$9,999d. $10,000-$14,999e. $15,000-$19,999f. $20,000-$29,000g. $30,000 or higher
11. What is your marital status?a. Marriedb. Singlec. Separatedd. Divorced or widowed
12. How many children do you have?a. 1b. 2c. 3d. 4+
13. Please inform us of any additional comments or concerns you have:______________________________________________________________
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____________________________________________________________________________________________________________________________
Nonmember Survey
AACK has also created a survey for KCHIP to distribute to parents of children who are
not enrolled in the program to understand outside perceptions of the program.
1. Have you heard of KCHIP or the Kentucky Children’s Health Insurance Program? (If no, skip to question 5)a. Yesb. No If yes to 1, have the things you have heard about KCHIP been:
i. Positiveii. Negative
iii. I have not heard anything about KCHIP If yes to 1, why is your child not currently enrolled in KCHIP?
iv. My child is already insuredv. I did not know enough about the program
vi. It is not accepted where we go for heath carevii. Someone we knew had a bad experience
viii. Other: ___________________________________________________2. Would you attend an event at a school in your area that provided more information on
KCHIP and featured activities for your child/children?a. Yesb. No
3. How far would you be willing to travel to go to this event?a. 0-5 milesb. 5-10 milesc. 10-15 milesd. 15-20 milese. More than 20 miles
4. What is your gendera. Maleb. Female
5. What is your level of education?a. Some high school or belowb. High school graduatec. Some colleged. College graduate or higher
6. What is your yearly income?
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a. Less than $2,000b. $2,000-$4,999c. $5,000-$9,999d. $10,000-$14,999e. $15,000-$19,999f. $20,000-$29,999g. $30,000 or higher
7. What is your marital status?a. Marriedb. Singlec. Separatedd. Divorced or widowed
8. How many children do you have?a. 0b. 1c. 2d. 3e. 4+
9. Do you have regular access to the internet?a. Yesb. No
10. Do you currently have some type of insurance for children?a. Yesb. Noc. I do not have children
11. Would you be interested in a government funded insurance program for your child(ren) that is little to no cost to you?
a. Yesb. No
12. Please inform us of any additional comments or concerns you may have:____________________________________________________________________________________________________________________________________________________________________________________
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Sampling Method
For all types of research KCHIP should use simplified random sampling. In this type of sampling,
every element from the population has an equal chance of being selected. The population KCHIP will
surveying will consist of all possible eligible families. Every eligible family will have an equal chance of
being selected. KCHIP will randomly select parents or guardians from randomly chosen families to
participate in research.
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Research Timeline
Research Select Participants Conduct Research
Secondary Research N/A December 2009 – June 2010
Focus Group Interview June 2010 July 31, 2010
Experimental Research June 2012 June 30-July 31, 2010
Survey June 2010 June 30, 2010
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Strategic Plan
Target Publics
Primary Public- Lower class families living in the nine selected rural counties
Secondary Public- School teachers and officials, nurses, doctors
Goals
-To increase overall KCHIP awareness.
-To increase overall KCHIP enrollment rates.
-To educate school teachers, nurses and doctors about KCHIP and its benefits.
-To effectively publicize the first annual Winter Wonderland Festival and to generate
successful attendance rates at each of the nine locations.
Objectives
-To obtain an 80 percent awareness rate of the Winter Wonderland Festival
amongst families living in each of the nine counties where the event will be
hosted.
-To attract at least 200 attendees to the Winter Wonderland Festival at each of the
nine locations.
-To increase overall KCHIP enrollment rates by 20 percent by June 2010.
-To educate 90 percent of school teachers and nurses in all local county schools within
the nine counties through a seminar and PowerPoint Presentation by June 2010.
Strategies
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-To create a visually appealing media campaign that includes and interests media outlets
and local county schools in the following counties, Bath, Bourbon, Clark, Fleming,
Menifee, Montgomery, Nicholas, Powell and Rowan.
-To promote KCHIP’s interest in the community by creating the first Winter Wonderland
Festival.
-To publicize the first annual Winter Wonderland Festival through the creation and
strategic implementation of printed promotional materials, including brochures, flyers,
posters and invitations.
-To promote the first annual Winter Wonderland Festival as a family oriented event.
-To build community presence through local events, such as school activities and
sporting events by having KCHIP representatives set up a booth and answer any
questions.
-To build strategic partnerships with potential corporate donors such as Fazoli’s and
McDonalds and potential private donors including, teachers and doctors.
Theme
“ Joining hands to keep children healthy and happy.” The main message of theme is
children. It means that KCHIP wants to extend a helping hand to local counties by
presenting them with the opportunity for close interaction with KCHIP representatives
who will their kids. The theme will also focus on the close knit, community values that
our target cherishes.
Messages
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- KCHIP holds events throughout various communities in Kentucky for the entire family to
attend.
- The first annual Winter Wonderland Festival is a state wide community event.
- KCHIP wants to provide children in the community affordable insurance.
- KCHIP cares about children.
Media
Local Newspapers:
-Lexington Herald Leader- Timothy M. Kelly, President and Publisher
-The Winchester Sun- Dave Elridge, Editor and Publisher
-Bath County News Outlook- (606) 674-2181
-Bourbon County Citizen- Genevieve Brannon, Publisher
-Louisville Courier Journal- Arnold Garson, President and Publisher
-The Morehead News- Rob McCullough, Publisher
-Menifee County News- (606) 768-2370
Local Television Stations:
-WLEX-TV (859)-381-1801
-WKYT-TV (859) 299-0411
-WTVQ-36 (859) 294-6063
-WDKY-56 (859) 268-1234
Local Radio Stations
- 98.1 The Bull (859) 422-1000
- 92.9 The Bear (859) 253-5940
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- 104.5 The Cat (859) 422-1000
- K-Love (502) 868-8879
- 96.9 Kiss FM (859) 233-1515
- Mix 94.5 (859) 422-1000
- Hot 102 (859) 253-5900
- CD 106.3 (859) 233-1515
- 101.5 WLRO (606) 253-5900
- 99.1 WJMM (606) 264-9700
Print Media
-Brochures
-Posters
-Invitations
-Letters
-Flyers
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Tactics
1. To deliver a public service announcement to four local television stations and six local radio
stations
2. To distribute a news release explain the purpose of KCHIP and a media advisory and news
release announcing the Winter Wonderland Festival in each of the nine counties, to seven local
newspapers
3. To publish an article in local school and church publications announcing the festival and when
KCHIP representatives will be at local community events
4. To create a television and radio public service announcement highlighting KCHIP and what it
offers
5. To distribute event invitations to seven local newspapers, four local television news stations,
and three local radio stations in addition to local doctors, teachers, administrators and nurses
6. To create a Power Point presentation to be presented to teachers and nurses in a seminar
held at one local school in each of the nine counties
The Power Point Presentation will be used to educate teachers and nurses about KCHIP.
It will illustrate who is eligible for the program, what the program covers, how
individuals can apply, why it is important for children to be covered by KCHIP and how to
introduce to the parents of students.
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7. To produce and strategically place event posters, 300 in total, in order to generate awareness
and interest amongst the primary target audience
Each poster will visually depict the Winter Wonderland theme. They will be placed on
display around the community in each of the nine counties
8. To produce an informational brochure, 300 in total, for distribution prior to the Winter
Wonderland Festival
AACK will design the brochure to reveal important information about KCHIP as well as
information about the event
9. To design a simple KCHIP t-shirt, 500 in total for KCHIP representatives and volunteers to wear
at the event. T-shirts will be distributed for prize winners at the event. Also, t-shirts will be given
to each child that enrolls in the program.
10. To deliver donation request letters to potential corporate and private donors
AACK will attempt to reach our secondary target audience by sending donor kits to
several potential corporate donor including Fazolis and McDonalds, potential private
donors, doctors and school principals. Kits will include a donor request letter, brochure,
festival invitation, KCHIP magnet and t-shirt.
11. To produce a KCHIP informational poster to place around prominent community locations
Each poster will provide important information about KCHIP and will reveal the
importance of becoming a member of the program
12. To build community presence by having KCHIP representatives attend local community
events including schools events such as sporting events, talents shows and musical productions ,
church functions, and other town functions.
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KCHIP representatives will roam around at community events talking to and informing
families about the program. Representatives will also be passing out informational
brochures.
Tactics Timeline
Tactic Completion Date Distribution Distribution Date(s)
Produce brochure May 1, 2010 Distribute via hand delivery and event placement
August 1, 2010-January 2011
Produce KCHIP Information Posters
May 1, 2010 Place posters in prominent community locations
August 1, 2010 – September 1, 2011
Design t-shirt May 1, 2010 Distribute via hand delivery and event placement
September 1, 2010-November 1, 2011
Create Power Point Presentation
Feb 1, 2010 Distribute through visual and oral presentation at seminar
March 1, 2010- June 1, 2010
Create magnet June 1, 2010 Distribute via hand delivery and event placement
August 15, 2010-November 20, 2011
Produce posters August 1, 2010 Place posters in schools and local businesses
October 1, 2010-November 20, 2010
Design invitations September 1, 2010 Distribute via mail October 20, 2010-November 20, 2010
Create donor letters August 1, 2010 Distribute via mail, along with donor kits
September 30, 2010- December 1, 2010
Write news releases and media advisories for local newspapers
September 1, 2010 Distribute via email November 1, 2010- January 30, 2011
Write article for local church and school publications
September 1, 2010 Distribute via email November 1, 2010- January 30, 2011
Create PSA for local radio stations and television stations
September 1, 2010 Distribute via email November 1, 2010-Janurary 30, 2011
Create informational May 1, 2010 Distribute via hand August 1, 2010-January
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KCHIP flyer delivery 30, 2011Create goodie bags October 1, 2010 Distribute via hand
delivery at eventNovember 20, 2010- January 30, 2011
Budget
Tactic Cost Determinants Budget
News Release Electronic distribution $0
Media Advisory Electronic distribution $0
PSA Electronic distribution $0
Surveys to distribute to random participants (800)
Paper and Ink $200
Power Point Presentation Conference rooms, snacks and drinks
$800
11 X 17 Festival Posters (300) Paper and ink $400
8 X 5.5 Flyers (3,000) Paper and ink $1,000
Brochures (1000) Paper and ink $925
Donor letters (20) Paper, ink and postage $100
Rent space at schools for event
Gym and Cafeteria $2,000
Magnets (3,000) Customization $700
11 X 17 KCHIP Information Posters (300)
Paper and Ink $400
T-shirts (6,000) Shirt and screen printing $19,000
Goodie bags (6,000) Bags, band-aids, pencils, tissues, hand sanitizer
$8,000
Beverages Soda, water $2,000
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Inflatables Bounce House and carnival games
$2,400
Invitations (50) Paper, ink and postage $300
Flex $400
Total $38,625.00
Estimates based on Vistaprint printing service, Air Time Inflatables and Sams Club
Evaluation
Production and Distribution
First we will be producing news releases and a PSA’s in the form of TV and radio
spots as well as distributing letters, flyers, brochures, posters and invitations through various
media outlets. It is important that we produce enough copies of materials to effectively place
around town in the nine communities. It is also important that we distribute these materials
where they will be the most effective such as schools, doctor’s offices, and other areas around
time that these parents or guardians would come into contact with them.
We will measure the amount of exposure of the materials through attendance of the
event, and the overall increase in enrollment of KCHIP. If the enrollment rapidly increases and
attendance at the events are high, we can conclude that our materials were effective in
increasing awareness of the KCHIP program.
Exposure
We will calculate exposure by the number of families who attended each Winter
Wonderland Festival and the circulation of our news releases, articles and PSA’s. The more
enrollment increases, we know that the target audience had increased exposure to the
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promotional tactics and their overall brand image increased in a positive way. To judge the
number of people that attend the Winter Wonderland Festival we will look at of the number of
people we admitted.
Media impressions
The media impressions for the TV and radio spots will depend on the viewership
of each station they are played on. By accessing that information we can determine how many
people heard information about KCHIP. In addition to the articles in local organizations
publications, we are issuing a news release to local newspapers in various counties across the
state. Circulation of the newspaper will be taken into consideration and the goal is to create
enough exposure to spread the word about the Festival.
Publication County/City Circulation
The Morehead News Morehead 5,800
Menifee County News
Menifee
County 333
Bath County News
Outlook Bath County 3,400
Bourbon County Citizen
Bourbon
County 3,000
The Winchester Sun Winchester 6,395
Louisville Courier-Journal Louisville 176,638
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Lexington Herald-Leader Lexington 99,707
Attendance
The festival will cost a couple of dollars per person which will cover food and games.
Each guest will be presented with a ticket upon arrival counted. By passing out tickets to each
attendee as they enter, KCHIP will know exactly how many people attended the event so that
they can better expect and prepare for the upcoming festivals as well as determine if they met
their goal of attracting at least 200 attendees to each of the nine Winter Wonderland Festivals.
Awareness
There will be follow up surveys sent out to both old and new KCHIP members asking
them if they are satisfied and also to see how they found out about KCHIP. These surveys will
help determine the best ways to approach people about enrolling their children, and the most
effective ways to promote the program. The surveys will be helpful in getting many responses
from all over the nine counties, however the focus groups will serve as a resource for additional
discussion on what the best course of action is for KCHIP.
Attitudes/Opinions
The focus groups and surveys that AACK Promotions plans on conducting will give us
insight on if the target audience has even heard of the program, what thoughts and opinions
they have, why they have not yet enrolled their children if they have heard of KCHIP before and
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so on. AACK recommends additional follow up focus groups to serve as a resource for feedback
for promotions and to determine new awareness levels.
During the Winter Wonderland Festival, KCHIP representatives will be talking to
parents/guardians about the program and will be required to gauge the reactions of these
individuals. Representatives will be carrying around clip boards and will ask the
parents/guardians several questions about what they think about the event and if they plan on
finding out more information about KCHIP.
Campaign Impact
AACK will measure effectiveness of the campaign by calculating the total number of
attendees at each of the nine events, the amount of impressions the news releases, the
viewership of articles and PSA’s made, the number of teachers attend seminars and the
comments families in follow up surveys and focus groups.
With the campaign we want the community, and mainly the target audience, to view
KCHIP as an organization that cares about the children and that they genuinely want to provide
families with this low cost insurance to keep children healthy. Through the events, promotional
pieces and involvement within the community, families should be aware and view KCHIP as a
trusted and reliable company with the well being of their children in mind.
The overall environmental impact of the campaign will ultimately depend on the
number of children that are enrolled into the program and the decreased number of uninsured
children within the nine counties. Increasing the number of insured children in the community
will have a huge impact on ensuring that these communities live happy and healthy lives.
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Pitch Letter to gain media help
November 2, 2009
Mr. Rob McCulloughPublisherThe Morehead News722 W. First StreetMorehead, KY 40351
Dear Mr. McCullough:
"If you are a child without insurance, if you're seriously ill and end up in the hospital, you are 60 percent more likely to die than the sick child in the next room who has insurance." (ScienceDaily, 2009)
There are over 93,000 children in Kentucky without insurance. This means that over 93,000 children do not go to the doctor or get medication when they’re sick. They do not get their tooth fixed
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when they have a cavity. They do not get glasses when they can’t see. They do not immunizations to keep them from getting diseases like Tuberculosis. Over 93,000 cannot go to the hospital if they are seriously injured or ill. The Kentucky Children’s Health Insurance Program is working to protect these children by getting them the proper insurance.
KCHIP is working in nine counties in Eastern Kentucky to provide free or low cost health insurance to children in low income families. When a family has applied and is accepted into the program they pay no more than $450 for an entire year of insurance for their children. It is the mission of KCHIP to help eligible families in Kentucky to feel the safety and security that comes when their children have the protection of proper insurance.
I believe many of your readers would be interested in this story. It may inspire uninsured families to apply to KCHIP and ultimately more children will have insurance. I will call back in a few days to discuss your interest.
Sincerely,
Ashley BivenKCHIP MPR employee
News ReleaseAACK Promotions1912 Milam Lane
Lexington, KY(###)###-###
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:October 28, 2009 Gwenda Bond or Vikki Franklin
Media Contact (###)###-### ext. ###
KCHIP Reaches Out to the Children
LEXINGTON, Ky – KCHIP, the Kentucky Chickren’s Health Insurance Program, is reaching out to counties throughout the state by emphasizing the benefits of the program to help increase enrollment and retain current members.
Kentucky Governor Steve Beshear believes that continuing efforts to raise awareness about KCHIP and its benefits, as well and increasing enrollment, is critical now more than ever.
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“Especially during these tough economic times, when families are struggling more than ever, we must continue our efforts to provide health coverage for as many eligible children as possible,” said Beshear.
KCHIP provides eligible families the opportunity to enroll children, under the age of 19 into a low cost health insurance program which offers a wide range of health care treatments and benefits. The programs covers doctor visits, dental visits, hospitalization, mental health services, prescription medicines, speech therapy sessions among other benefits.
KCHIP is determined to strengthen its efforts to reach out to children who qualify to be part of the program. Focusing on reaching struggling families living in rural counties across the state, KCHIP will team up with hospitals, schools, school and other organizations to promote and educate individuals about the programs and its benefits.
The cabinets of Health and Family Services Secretary, Janie Miller, said that working with schools across the state to promote and educate families about the benefits of KCHIP will have a positive impact on KCHIP reaching its goals of increasing enrollment.
“We plan to continue the outreach efforts that have been successful and to launch new ones in the coming months with a particular emphasis on reaching children and their families through back-to-school campaigns,” said Miller.
Families eligible for the program may apply online or by visiting their local health care department, hospital, pharmacy or school.
References
HealthPlanOne. (2009). Kentucky Health Insurance. Retrieved from HealthPlan One - The Helath Insurance Experts: http://www.healthplanone.com/healthinsurance/kentucky/
Kentucky.gov. (2009). Kids' Health - What does KCHIP Cost? Retrieved from Kentucky.gov: http://kidshealth.ky.gov/en/kchip/costs.htm
Kentucky.gov. (2009). Kids' Health - What is Covered? Retrieved from Kentucky.gov: http://kidshealth.ky.gov/en/kchip/covered.htm
Strategic Business Insights. (2009). The VALS Survey. Retrieved from Strategic Business Insights: http://www.strategicbusinessinsights.com/vals/presurvey.shtml
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