pr campaign: the kentucky children's health insurance program

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The Kentucky Children’s Health Insurance Program Joining hands to keep children healthy and happy… Presented by, AACK Promotions 2010

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Page 1: PR Campaign: the Kentucky Children's Health Insurance Program

The Kentucky Children’s Health Insurance Program

Joining hands to keep children healthy and happy…

Presented by,

AACK Promotions

2010

Page 2: PR Campaign: the Kentucky Children's Health Insurance Program

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

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Page 3: PR Campaign: the Kentucky Children's Health Insurance Program

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

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Page 4: PR Campaign: the Kentucky Children's Health Insurance Program

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.

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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.

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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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