Strategy 1:Telephone Town Halls

Telephone Town HallsThe Basics

✳ ”Virtual town meetings”✳ Usually 30 min-1 hour in length✳ Callers hear from experts, participate in

poll questions, and ask questions live✳ Option for callers to be connected directly

with a staffer for a “pre-screening”

Telephone Town HallsApproach

✳ Developed agenda and secured participants – including ‘real story’ spokespeople

✳ Collaborated with third-party company (Stones Phones) on recruitment

✳ Robo-call to potential participants the day before

✳ Second robo-call to connect participants to town hall on the day-of

Telephone Town HallsOutcomes

✳ Calls averaged 3,000 person participation

✳ Callers stayed on the line an average of 4 of minutes (that’s good!)

✳ Resulted in a total of 388 Tier 1 leads and 297 Tier 2 leads

✳ Average cost per lead: $15✳ Total people screened: 108✳ Total applications: 51✳ Average cost per application: $200

Strategy 2:Earned Media

Earned MediaApproach

✳ Focused on two key markets/BECs: New York City (LiveOn New York) and Michigan (Elder Law of Michigan)

✳ Limited outreach to local TV and radio ✳ Initial idea: straightforward pitch about

the work of the BECs + economic stats✳ When possible, offered “real story”

spokespeople from each market

Earned MediaApproach

✳ Challenge: Difficult to get traction for a straightforward pitch; there is rarely “breaking news” about benefits, making it tough to compete in a crowded media landscape

✳ Solution: Pivoted to a new approach: creating tailored “ask the expert” pitch to producers, offering up an expert from the BECs to come on air and answer common questions about benefits

Earned MediaOutcomes

✳ LiveOn NY appeared on WCBS-FM in NYC✳ Elder Law of MI appeared on ABC affiliate

WZZM13 in Grand Rapids

Strategy 3:Facebook Advertising

Part I: Facebook PipelineDigital Outreach

Part I: Facebook PipelineDigital Outreach

Part I: Facebook PipelineDigital Outreach

Part II: Data ProcessDetails

✳ NCOA Landing page passes through a partner code along with our tracking data

✳ Audience discussion✳ Goal: Ensure leads are in BEC coverage area✳ Goal: Manageable volume of leads for staff

✳ Leads are then delivered to site with contact information.

Part II: Data ProcessDetails

✳ Tracking information from leads✳ Goal: Minimal time between submitting form

and receiving a phone call

✳ Within 1 week, following up with up to 2 phone calls, then email.

Part III: Data Loop / AnalysisDetails

✳ Site reports back to NCOA with information filled in for cases. Typically 2 month process for pilot sites.✳ Goal: Key metrics: Were they eligible (quality

of targeting) & did they apply (primary goal).

Prospect:Facebook Ad to Landing Page

NCOA:Data to BEC

BEC:Prospect outreachReport to NCOA

M+R:Kickoff with BECFacebook Setup

M+R:Data analysis

OptimizationCreative directions

Continued OptimizationKeep testing!

ResultsWhat did the numbers say?

Channel Spend Leads Cost Per Lead

SARPC $15,838 878 $18

LiveOn $15,000 873 $17

ELM $258 125 $2

Grand Total $31,095 1,876 $17

BEC lead generation Feb-March 2017

Channel Spend Leads Qualified Leads Cost Per Qualified Lead

SARPC $15,838 878 134 $71

Preview: BEC qualified leads Feb-March 2017

Lessons Learned &Next Steps

Facebook AdvertisingLessons Learned

Flexible, scalable, targeted digital outreach!

✳ Creative✳ Testimonial style ✳ Eye contact

✳ Process ✳ Day 1 test run ✳ Good communication on

lead-flow✳ Leads out of service area ✳ Full feedback loop takes time

✳ Budget✳ A little can go a long way

Telephone Town HallsLessons Learned

✳ Interactions with the leads were positive!✳ Tier 1 leads were more likely to react

positively than Tier 2✳ Many of the leads reached were already

receiving one or more benefits✳ Make follow-up calls right away!✳ Other methods were much more cost-

effective in terms of generating high quality leads and applications

Earned MediaLessons Learned

✳ In absence of breaking news, focus on strongest asset: expertise!

✳ Provide producers with a ”soup to nuts” pitch package to sweeten the deal

✳ “Real story” spokespeople willing to speak on camera can take your pitch even farther

Next StepsWhere do we go from here?

✳ Continuing most effective strategies with new BECs:✳ Facebook ads for Legal Aid of the Bluegrass,

AgeOptions and the Missouri Alliance of Area Agencies on Aging

✳ Telephone town hall with Legal Aid of the Bluegrass

✳ Producing a radio PSA for Southern Alabama Regional Planning Commission

✳ Developing a media toolkit for BECs & MIPPAs

Thank You!