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 Executive Summary Situation Analysis SWOT Analysis Primary Audience Analysis Primary Audience Profile Sketch Secondary Audience Analysis Formal Research Methods Member Survey Nonmember Survey Sampling Method Research Timeline Strategic Plan Tactics Tactic Timeline Budget Evaluation Pitch Letter News Release References

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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 Kristen Hehir Christine Johnston Amber Blair

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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.

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.

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.

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.

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.

SWOT Analysis

Strengths
y y y y y Little to no cost insurance Safety for children who can t afford it Non-profit organization Grant with funds Accepted anywhere Medicaid is

Weaknesses
y y y y Hard to understand application Non-recognition of program by many families No strong connectors other than Beshear People don t understand poverty limitations

Opportunities
y Individuals with the potential to become influential connectors are available Nine counties targeted have large amount still not enrolled New diseases and high risk sickness season raise awareness Bad economy makes little to no cost insurance more appealing

Threats
y y Embarrassment for clients about needing help Low literacy rates

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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.

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/Family b. Teacher c. Doctor d. Poster/Flyer e. Website f. Other: __________________________________________________ 2. What made you decide to enroll your child in the program (circle all that apply)? a. Its little to no cost b. My children wasn t protected by any insurance c. A doctor/teacher/friend recommended it d. It was easy to enroll e. Other: _____________________________________________ 3. Will you continue to apply for enrollment in KCHIP? a. Yes b. 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. No b. Yes If yes, please explain: ________________________________________________________________
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________________________________________________________________ ________________________________________________________________ 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. Yes b. No 7. How far would you be willing to travel to go to this event? a. 0-5 miles b. 5-10 miles c. 10-15 miles d. 15-20 miles e. More than 20 miles 8. What is your gender a. Male b. Female 9. What is your level of education? a. Some high school or below b. High school graduate c. Some college d. College graduate or higher 10. What is your yearly income? a. Less than $2,000 b. $2,000-$4,999 c. $5,000-$9,999 d. $10,000-$14,999 e. $15,000-$19,999 f. $20,000-$29,000 g. $30,000 or higher 11. What is your marital status? a. Married b. Single c. Separated d. Divorced or widowed 12. How many children do you have? a. 1 b. 2 c. 3 d. 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. Yes b. No If yes to 1, have the things you have heard about KCHIP been: i. Positive ii. 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 insured v. I did not know enough about the program vi. It is not accepted where we go for heath care vii. Someone we knew had a bad experience viii. Other: ___________________________________________________ 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. Yes b. No How far would you be willing to travel to go to this event? a. 0-5 miles b. 5-10 miles c. 10-15 miles d. 15-20 miles e. More than 20 miles What is your gender a. Male b. Female What is your level of education? a. Some high school or below b. High school graduate c. Some college d. College graduate or higher What is your yearly income? a. Less than $2,000 b. $2,000-$4,999
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2.

3.

4.

5.

6.

c. $5,000-$9,999 d. $10,000-$14,999 e. $15,000-$19,999 f. $20,000-$29,999 g. $30,000 or higher 7. What is your marital status? a. Married b. Single c. Separated d. Divorced or widowed 8. How many children do you have? a. 0 b. 1 c. 2 d. 3 e. 4+ 9. Do you have regular access to the internet? a. Yes b. No 10. Do you currently have some type of insurance for children? a. Yes b. No c. 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. Yes b. 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 Secondary Research Focus Group Interview Experimental Research Survey

Select Participants N/A June 2010 June 2012 June 2010

Conduct Research December 2009 June 2010 July 31, 2010 June 30-July 31, 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 -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.

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-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 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.

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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 - 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

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- 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. 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

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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 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. KCHIP representatives will roam around at community events talking to and informing families about the program. Representatives will also be passing out informational brochures. well as

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Tactics Timeline

Tactic Produce brochure

Completion Date May 1, 2010

Distribution Distribute via hand delivery and event placement Place posters in prominent community locations Distribute via hand delivery and event placement Distribute through visual and oral presentation at seminar Distribute via hand delivery and event placement Place posters in schools and local businesses Distribute via mail Distribute via mail, along with donor kits Distribute via email

Distribution Date(s) August 1, 2010-January 2011 August 1, 2010 September 1, 2011 September 1, 2010November 1, 2011 March 1, 2010- June 1, 2010 August 15, 2010November 20, 2011 October 1, 2010November 20, 2010 October 20, 2010November 20, 2010 September 30, 2010December 1, 2010 November 1, 2010January 30, 2011 November 1, 2010January 30, 2011 November 1, 2010Janurary 30, 2011 August 1, 2010-January 30, 2011 November 20, 2010January 30, 2011

Produce KCHIP Information Posters Design t-shirt

May 1, 2010

May 1, 2010

Create Power Point Presentation Create magnet

Feb 1, 2010

June 1, 2010

Produce posters Design invitations Create donor letters Write news releases and media advisories for local newspapers Write article for local church and school publications Create PSA for local radio stations and television stations Create informational KCHIP flyer Create goodie bags

August 1, 2010 September 1, 2010 August 1, 2010 September 1, 2010

September 1, 2010

Distribute via email

September 1, 2010

Distribute via email

May 1, 2010 October 1, 2010

Distribute via hand delivery Distribute via hand delivery at event

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Budget

Tactic News Release Media Advisory PSA Surveys to distribute to random participants (800) Power Point Presentation 11 X 17 Festival Posters (300) 8 X 5.5 Flyers (3,000) Brochures (1000) Donor letters (20) Rent space at schools for event Magnets (3,000) 11 X 17 KCHIP Information Posters (300) T-shirts (6,000) Goodie bags (6,000) Beverages Inflatables Invitations (50) Flex Total

Cost Determinants Electronic distribution Electronic distribution Electronic distribution Paper and Ink Conference rooms, snacks and drinks Paper and ink Paper and ink Paper and ink Paper, ink and postage Gym and Cafeteria Customization Paper and Ink Shirt and screen printing Bags, band-aids, pencils, tissues, hand sanitizer Soda, water Bounce House and carnival games Paper, ink and postage

Budget $0 $0 $0 $200 $800 $400 $1,000 $925 $100 $2,000 $700 $400 $19,000 $8,000 $2,000 $2,400 $300 $400 $38,625.00

Estimates based on Vistaprint printing service, Air Time Inflatables and Sams Club

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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 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

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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 The Morehead News County/City Morehead Menifee Menifee County News Bath County News Outlook Bath County Bourbon Bourbon County Citizen The Winchester Sun Louisville Courier-Journal Lexington Herald-Leader County Winchester Louisville Lexington 3,000 6,395 176,638 99,707 3,400 County 333 Circulation 5,800

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.

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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 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

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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 McCullough Publisher The Morehead News 722 W. First Street Morehead, 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 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 Biven KCHIP MPR employee

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News Release AACK Promotions 1912 Milam Lane Lexington, KY (###)###-###

News Release
FOR IMMEDIATE RELEASE October 28, 2009 FOR MORE INFORMATION, CONTACT: 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. 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.

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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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