Marketing. One For All And All For One. A Pilot program between The State of Texas LTC Partnership Own

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Jerome Owen
7 years ago
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1 Marketing One For All And All For One A Pilot program between The State of Texas LTC Partnership Own Your Future program & the 3in4 Association 1

2 Speakers Margie Barrie: VP Marketing, 3in4 Association Jonas Roeser: President & Founder, 3in4 Association Jimmy Perez: LTC Partnership Program Coordinator, Texas Health and Human Services Commission Dianna Howell: Account Director, Sherry Matthews Advocacy Marketing Tim Kneeland: President, Transamerica Long Term Care 2

3 Agenda Introductions and Agenda Margie The 3in4 Association Jonas State of Texas LTC Partnership Jimmy State of Texas Marketing Dianna 3in4 Marketing Activities Jonas Bus tour, Public Relations, PSA s etc. Carrier Perspective Tim Outcomes and Learning Jonas/Jimmy/Dianna Positive outcomes; areas for improvement Where Do We Go From Here? PAC program California marketing initiatives Wrap Up Margie Jonas Tim Questions Audience 3

4 3in4 Association Overview Mission: To increase national awareness of the need for each citizen to develop a long term care plan and to raise awareness of the various private, public products and services available that should be considered in plan design. The campaign utilizes multiple marketing strategies in order to increase awareness nationally. The 3in4 Association operates as a nonprofit 501(c) (6) Corporation. 4

5 3in4 Need More Campaign Public Service of the 3in4 Association Campaign Tour Stats Investment Dollars to Record and Distribute: $25, Number of Hours Played: Impressions: 444,769,760 Times played: 50,844 Result: $3,047, in FREE radio play 5

6 OwnYourFutureTexas Overview Created by the Texas Legislature to provide information and resources to help Texans plan for long-term care. Partnership between state government agencies and LTC insurance providers. Offers unique type of LTC Partnership insurance policies i (through h private insurance providers). Established the Own Your Future Texas awareness campaign to educate Texans about the importance of planning now. 6

7 OwnYourFutureTexas-Marketing 2010 Campaign launch Direct Mail (1.3 million Texans) Mass media 2011 Grassroots Efforts Outreach 2012 Grassroots Efforts Customizable materials for stakeholders State of Texas Own your future website p 7

8 Own your future Texas The talk about long-term care. The fact is, longterm care isn t covered by Medicare, health insurance, or disability. Yet 70% of people over age 65 will need it and costs could be as much as $70,000 a year. So be sure your family has the talk, and start planning for how to pay for longterm care. 8

9 Own your future Texas Think you have long-term care expenses covered? If you re like the majority of Texans, your financial ca plan doesn t include long-term care. Yet 70% of people over age 65 will need it, and Medicare, health insurance, or disability typically don t cover it. Long-term care insurance policies are available, but they generally get more expensive as you get older. Plan now for your family s future. 9

10 Pilot Program 3in4 & TX LTC Partnership Seminars Overview One hour seminars to promote national awareness on LTC planning with LTCi focus in 5 major cities in Texas. Held at various locations such as local libraries and community centers. Austin San Antonio Houston Dallas Fort Worth 10

11 Pilot Program 3in4 & TX LTC Partnership Seminars Seminars Performed by LTCi Specialist & Dr. Marion. Trained Program Participation Forms Approved Seminar Kits 11

12 Marketing Outreach Bus Tour Dr. Marion Tour Bus / Rolling Film Studio 17,000 miles 12

13 Marketing Outreach Direct Mail 13

14 Marketing Outreach TV, Radio and PR 14

15 National Media Produces Big Results 15

16 Carrier Perspective The importance of 3in4, awareness and long term care planning from a carrier viewpoint Tim Kneeland President, Long Term Care TransAmerica 16

17 Outcomes and Learnings? Positive Outcomes Areas for Improvement 17

18 Where Do We Go From Here? PAC (Partnership Action Committee) program Update on California partnership and 3in4 marketing effort Wrap up- the need for increasing awareness 18

19 WHERE DO WE GO FROM HERE PAC ( Partnership Action Committee) PROGRAM Rationale a -Valuable auabe lessons s learned ed from Texas Pilot Need to replicate in other states. Governments must reduce Medicaid LTC expenses Impending financial crisis due to number of aging baby boomers Consumers must take more responsibility for their LTC The Partnership message is powerful Much personal production based on the partnership concept. It works partnership concept creates strong consumer interest 19

20 WHERE DO WE GO FROM HERE Program goals: Encourage states to implement awareness campaigns to educate residents about their state LTCi partnership Structure the program so that agents can be involved Program tactics: Create two levels of ACTION COMMITTEES composed of the public and private sectors - National Partnership Action Committee Develops the overall strategy. NAIFA and NAHU are members - State Level PAC Committee Becomes state s steering committee. Local NAHU and NAIFA educate legislators and other key state officials about why publicize Partnership 20

21 Questions and Group Discussion Q&A 21

Texas. DeVry Impact. Summary Statistics. Earnings by Education Level. Total Wage Growth Over Studied Period. 65% Growth $44,262. 42% Growth $39,478

Texas. DeVry Impact. Summary Statistics. Earnings by Education Level. Total Wage Growth Over Studied Period. 65% Growth $44,262. 42% Growth $39,478 Texas DeVry Inc. s eight Texas locations 1 produced $82.7 million in economic impact in FY2010. As part of this economic impact, DeVry Inc. schools supported 809 jobs. Wage Impact annually, while the degree