Georgia ADRC/BIP Marketing Plan

Revised Draft (5/15/13)

Marketing Plan Objectives

  • To increase the public’s awareness of BIP and the ADRC
  • To establish the ADRC as Georgia’s trusted one-stop source for long-term services and supports for all populations regardless of ability to pay

Plan Components:

1)Mission Statement

2)Message & Consumer Benefits

3)Audiences

4)Desired Actions

5)Performance Measures

6)Strategies

DAS Mission Statement

The Georgia Department of Human Services Division of Aging Services supports the larger goals of DHS by assisting older individuals, at-risk adults, persons with disabilities, their families and caregivers to achieve safe, healthy, independent, and self-reliant lives.

Overall Message & Consumer Benefits

(See the following page for messaging segmented by market type.)

BIP and ADRC provide help for seniors and people with disabilities.

Georgia’s BIP provides a one-stop resource for older adults, people with disabilities, and people with mental health conditions who choose to control where they live and how they receive community support.

BIP’s Benefits for Consumers:

  • Consumers will be able to make one call to access many kinds of services.
  • Consumers will have access to trained counselors to create customized support systems.
  • Consumers will be able to more easily navigate eligibility standards for different programs.
  • Consumers will be able to make informed decisions about long-term services and supports.

Audiences

  • Primary:
  • Healthcare Professionals (discharge planners in nursing homes and hospitals, physicians, and staff)
  • Service Providers (home health agencies, social workers, senior housing staff, etc.)
  • Advocacy Organizations (aging, disability, mental health, etc.)
  • Businesses (mid- to large-size business owners, HR, and EAP staff)
  • Secondary / Consumers: Including any targeted sub-groups and regions

(Sub-group options: Medicaid Eligible, Potentially Medicaid Eligible, Veterans, Residents of Institutions, and People at Risk of Institutionalization, Regional residents)

  • Older Adults
  • People with physical disabilities
  • People with mental health conditions
  • Caregivers(associated with all consumers, incl. individuals with TBI or DD)

Desired Actions

  • Primary Audiences:
  • Make referrals.
  • Participate in joint community marketing activities.
  • Secondary Audiences:
  • Contact the ADRC for services and information.
  • Refer family and friends.

Benefits to Consumers

  • Consumers will be able to make one call to access many kinds of services.
  • Consumers will have access to trained counselors to create customized support systems.
  • Consumers will be able to more easily navigate eligibility standards for different programs.
  • Consumers will be able to make informed decisions about long-term services and supports.

Marketing Performance Measures

  • Call Tracking

# BIP calls per month

(Marketing information source documented by staff; ESP to enhance fields)

  • Web Analytics

# Unique DAS website visitors per month

(Marketing information source tracked by online form)

  • Response Rate

Number or percentage of BIP calls and web visits that result in referrals for services

Support Issues (Non-Marketing)

  • Documentation of Incoming BIP Calls and Facilitation of Transfers
  • Documentation and Analysis of Service Gaps

Red type = Primary Audience

Market / Messaging / Insight / Channel
Service Providers / Create a stronger, broader support network for your clients with the help of our community support team. / Assn. newsletters, professional presentations, event marketing, cross promotions, Twitter, LinkedIn, news and feature releases
Healthcare Providers / Improve your clients’ physical health and emotional wellbeing with the help of our community support team. / Direct marketing, assn. newsletters, professional presentations, event marketing
Discharge Planners
(hospital and NH) / Entrust your transitioning patients to a team that provides comprehensive follow-up and community support. / Assn. newsletters, professional presentations, lunch & learn sessions
Advocates / Partner with our community team so that all Georgians can experience independence, dignity, self-determination, and support. / Assn. newsletters, presentations, event marketing, cross promotions, Twitter, LinkedIn, news & feature releases, Web coordination & promos
Businesses (HR/EAP) / Your working caregivers can increase productivity and lower stress with the help of our community support team. / Assn. newsletters, professional presentations, news & feature releases
Older Adults / Need a little help?
Improve your quality of life and reduce dependence on family. / Event marketing, cross promotions, news & feature releases, Web coordination & promos, billboards, PSAs, Facebook, YouTube
People with Disabilities / Need a little help?
Live more independently and participate fully in community life. / Above (with extra emphasis on social marketing)
People with Mental Illness / Need a little help?
Cope with demands and reduce disruption to your daily life. / Above (with extra emphasis on social marketing)
People with Traumatic Brain Injuries / via caregivers (esp. in hospital settings)
People with Developmental / Intellectual Disabilities / via caregivers
Caregivers, Family, and Spouses/Partners / BIP helps you successfully support your loved one and reduces the impact of caregiving on your other responsibilities. / Event marketing, cross promotions, hospital partnerships, news & feature releases, Web coordination & promos, billboards, PSAs, Facebook, YouTube

Implementation Option for Consideration:

Designate an ADRC “sales rep” statewide, in each region, or in clusters of PSAs. (Use the DME / drug rep model.) A sales rep can develop contacts for hospitals’ administrators who oversee discharge planners and schedule lunch & learn sessions for discharge planners.

Proposed Tactics & Target Audiences

Outreach Channel / Launch Season
(Proposed) / Targets Consumers / Targets
Advocates / Targets
Service Providers / Targets Healthcare Providers / Targets
Workplace
HR / EAP
Direct Marketing
(print & email) / TBD
Association Relationships
(newsletters, presentations) / Summer-Fall 2013
Event Marketing
Cross Promotions / TBD
Social Media – Twitter / Fall 2013
Social Media - LinkedIn / TBD
Usage TBD
News & Feature Releases / Summer-Fall 2013
Web Coordination & Promos / Summer-Fall 2013
Social Media – Facebook / Summer-Fall 2013
Social Media - YouTube / Winter 2014
Billboards / Fall 2013
Radio/TV/Print
(PSAs & purchased) / Winter 2014

Implementation Options for Consideration:

Use the SIG portal to triage requests.

  • Ask where + who (including age) + why (reason for seeking help)
  • Give 3-4 options for user’s reason for seeking help (exs: medical conditions, going to nursing home, etc.)
  • Use a logic tree to lead people through a series of questions.
  • If the user checks too many responses, the system should recommend that the user contact an options counselor.

Tie marketing to Older Americans Month and World Elder Abuse awareness day.

In the final plan, this would be removed and possibly replaced with a GANTT-style chart.

Proposed Tactics ● Next Steps ● Responsibilities

Outreach Channel / Next Steps / Who
(TBD by DAS & DCH)
Direct Marketing
(Print & Email) / Determine targets, scope, logistics, and cost.
Association Relationships
(newsletters, presentations) / ID stakeholder groups & communication channels.
Event Marketing & Cross Promotions / ID stakeholder groups & events
Social Media – Twitter / Establish BIP Twitter page. Develop promo plan.
Social Media – LinkedIn (optional) / Evaluate viability and ROI for maintaining a LinkedIn group.
News & Feature Releases / Co-develop topic lineup and schedule. ID sources of writing assistance.
Web Coordination & Promos / Review DCH, DHS, and ADRC sites. Plan enhancements and linkage strategies.
Billboards / Develop plan based on past performance data and costs.
Radio/TV/Print (PSAs & purchased) / Develop plan based on past performance data and costs. Leverage PSAs against paid print & airtime buys.
Social Media – Facebook / ID existing Facebook channels and coordinate promotions.
Social Media – YouTube / ID / prioritize program needs and estimate production costs.

Partners include DCH, DAS, DHBDD, SILC, GHA, GMCF, and ADRCs.