Webinar: Incorporating Connecting to Kids Coverage Campaign Resources into Outreach (3/29/17)


>>Gabby Duran
Welcome to the Connecting Kids to Coverage National
Campaign Webinar. Our topic today is Incorporating
Connecting Kids to Coverage National Campaign
Resources into Outreach. I’m Gabby Duran,
and I work closely with the Connecting Kids to Coverage
team to support the enrollment of more children and
parents in free or low cost health care coverage. The Connecting Kids to Coverage
National Campaign’s resources have been aiding Medicaid
and Children’s Health Insurance Program, or CHIP,
outreach and enrollment efforts for groups at national
and local levels since 2009. Covering a wide variety of topic
areas from back to school, oral health, year round
enrollment, teen outreach, and more,
the library of free materials can be used in creative ways
to inform and engage families. Our webinar today will share the
wide variety of Connecting Kids to Coverage Campaign materials,
communications channels, and recent messaging research
of target audiences. We will hear from grantees
about how they are incorporating campaign materials
into their outreach. In just a moment, I will
walk us through the agenda. Today our speakers will cover
the variety of materials and resources the campaign offers. Our speakers will also discuss
how to engage eligible families as well as partners and other
interested parties with the Connecting Kids to
Coverage content and messages. We will first hear from Jessica
Beauchemin from the Centers for Medicare and Medicaid Services
who will cover the campaign’s Outreach Tool Library and
how the materials can be used for outreach and enrollment. Next, Allyssa Allen will share
the research process involved in creating and testing the
campaign messages and materials. We will then hear
from Johnny Vo, who will discuss how to extend
the reach of the campaign messages to the social media
channels of the campaign and other ways to engage
eligible families online. Then we will have Holly Gulick
from Kansas State University and Bradford Wiles to share their
organization’s experience using the campaign materials in their
outreach and enrollment efforts. We will also address questions
at the end of the webinar, so please use your chat box
throughout the webinar to submit your questions to our speakers. I will now pass it on
to Jessica Beauchemin to kick off the webinar
with a poll. Actually, I’ll be taking
that poll question. Has your organization used
materials and resources from InsureKidsNow.gov? If you can select
one of the responses, and we’ll share them
with the group. Great, thank you all
for your answers. Right now it looks like about
52% of you have said that you have used materials
and resources from InsureKidsNow.gov,
and 22% have not, as well as 25% of you who are
not familiar with the website. So we’re excited to hear about
the experiences of those who have used the materials and also
share more about the ways to leverage these materials in
outreach efforts to eligible families in your community. Our first speaker today
is Jessica Beauchemin. As mentioned,
Jessica works in the Division for Campaign Management
at the Centers for Medicare and Medicaid Services. Jessica?>>Jessica Beauchemin
Hi, good afternoon everyone, and thank you Gabby. And thank you for being
part of today’s webinar. As Gabby mentioned,
my name is Jessica Beauchemin and I work in the Division of
Campaign Management within CMS’s Office of communication. I’ve been working with our
colleagues in the Center for Medicaid and CHIP Services
over the last four years on the Connecting Kids
to Coverage National Campaign. In that time,
we’ve created a host of tools and resources to help support
organizations like yours conduct Medicaid and CHIP
outreach and enrollment efforts on a local level. We love hearing from groups
about how they are using our campaign resources as well
as hearing about ideas for resources we should consider
developing in the future. As you probably know,
InsureKidsNow.gov is the campaign’s website
where we house our resources, and over the last year we have
made organizational changes to the site and created a quick
tutorial to help you locate tools and resources
you may be looking for. I’ve included the link
to the tutorial on the slide, but you can also find it
under Helpful Links in the footer on
InsureKidsNow.gov. Next slide please. On the top of the website,
you’ll find key navigation areas. In Learn About Medicaid
and CHIP, we have frequently asked questions, Medicaid and
CHIP participation rates as well as relevant campaign research. Find Programs in your State
includes links and phone numbers for Medicaid and CHIP
programs and dental providers in your state. I’ll go into additional detail
about the Outreach Tool Library, webinars and videos,
Campaign Notes, eNewsletter, and Campaign and Initiatives
in the slides to come. Here is a screenshot
of our current homepage on InsureKidsNow.gov. There are two main locations
to find resources on InsureKidsNow.gov. Our Outreach Tool Library
showcases all of our materials by resource type including
posters, palm cards, social media resources,
and ready-made articles. Another way to access
these materials is to search in the Campaign Initiative
section on the website. This dropdown menu
lets you search the materials by topic area. I encourage you to check out
the Outreach Tool Library. Here you will find links to all
the current campaign materials. We’ve separated them out into
key areas: online materials, print materials, toolkits,
tip sheets, fact sheets, and public service
announcements. The public service announcements
currently featured on our site are live read radio scripts,
but stay tuned in the months to come as we will be releasing new
television and radio public service announcements
in English and Spanish. The Connecting Kids to Coverage
Campaign materials cover an array of topics including
oral health, vision, teens and sports. All of these materials are
available for download on InsureKidsNow.gov. Our online materials include
social media graphics, web buttons and banners,
sample social media posts, and a guide for how
you can use our tools in digital outreach. And the campaign has a number
of downloadable resources to help you enhance your outreach
and enrollment work. These include posters,
palm cards, flyers, direct mail inserts,
tear pads, and ready-made article templates. And we have materials available
in a variety of languages as well, including Spanish,
Chinese, Korean, Vietnamese, Portuguese, and Haitian Creole. This slide just showcases
a couple sample print materials that we have available. These are the palm card sizes. But we have them available in,
as I mentioned, a variety of different
languages. So be sure to check out
all of the offerings on InsureKidsNow.gov. You can also customize many
of our English and Spanish materials to support
your outreach efforts. A customization guide is
available in the Outreach Tool Library,
which outlines the steps that you need to take to place
the customization request. The process to customize
materials takes approximately two weeks. We also have two toolkits which
contain tips on conducting Medicaid and CHIP outreach
in school settings, both on and off the field. InsureKidsNow.gov also features
Making Outreach Work tip sheets, where we have provided a host of
engagement ideas in a variety of settings and covering
a number of topic areas. We will be adding additional tip
sheets in the months to come, and this is another area where
we’d love to hear from your organization if there is
a topic we haven’t yet covered but would interest you
and your organization. And we have some additional
tools available. Fact sheets on sports outreach
and dental care for children with special needs and our
public service announcements. When the new public service
announcements are available, you’ll find links in the
Outreach Tool Library, and there is also a sample
letter if you would like to share the PSAs with
contacts in your community. We have a tip sheet containing
ideas on how to incorporate the PSAs into your outreach efforts. If you haven’t checked out
the Outreach Video Library, please take some time
to explore it. We have videos that run about
three to five minutes in length. These videos feature groups
like yours who are doing amazing work on the ground. The videos showcase outreach
promising practices from groups across the country and
in areas like oral health, back to school,
engaging local businesses, and working with tribes. We will be adding a new outreach
video in the weeks to come created in partnership with
the National League of Cities, which highlights working
with municipalities. And our webinar and eNewsletter
archives are a great reference point to help generate outreach
and enrollment ideas. The archive goes all
the way back to 2013. So thank you very much for
the opportunity to talk about campaign resources
on InsureKidsNow.gov. I will turn it back to Gabby.>>Gabby Duran
Before we go to our next speaker, we’re going
to answer another poll question. So with the back to school
season around the corner, we’d like to know what type
of resources are you planning to use for your back to school
outreach and enrollment efforts? Great, and thank you again
for your responses. It looks like a lot of you are
planning to use the palm cards and posters along with the
toolkit and the tip sheets. A lot of you are interested in
the digital resources as well. Hopefully with some of
the new videos coming out, it will really give you a chance
to use those as well and the webinars for tips
and best practices. Thanks so much. Our next speaker today
is Allyssa Allen, who will discuss the research
process that goes into creating campaign messaging
and materials. Allyssa?>>Allyssa Allen
Hi everyone, and thank you for
having me on this webinar. As Gabby mentioned,
I’m going to be presenting on the research process that went
into creating the campaign messages and materials. So my name is Allyssa Allen. I work for the Division
of Research, which is in the Strategic
Marketing Group in the Office of Communications at CMS. Next slide. So in terms of objectives
of this research, we were trying to gain
a better understanding of the characteristics that
define the target audience. And the target audience for
these campaigns are the parents of Medicaid or CHIP eligible
children who are actually unenrolled even though
they are eligible. And we wanted to understand
perceived barriers and benefits to enrollment,
the level of consumer awareness, and their understanding of
Medicaid and the CHIP program including eligibility and
enrollment processes, as well as perceived relevance,
the appeal and importance of Medicaid and the CHIP program. A second objective was to
determine the most effective messaging for the target
audience in order to motivate them to go to InsureKidsNow.gov
to see if their children are eligible for Medicaid or CHIP. Next slide. So to achieve those objectives,
we did three different studies. Two of the studies were
qualitative studies that we did, so formative research. The first one was with parents. We did 18 8-person focus groups. Half were in Spanish and
half were in English. We split those over three
different markets in Miami, Houston and Los Angeles. Participants were low income
parents of uninsured children who were likely eligible
for Medicaid or CHIP due to their income. We did a second study
that was also formative research with grantee staff. So there were 19 interviews
that we did for that study, 15 in English and 4 in Spanish. That was again with CKC grantee staff
who worked directly with assisting families with Medicaid and CHIP
applications and enrollment. Those interviews,
the people who participated in them lived in California,
Maryland, Missouri, Pennsylvania,
Texas and Virginia. The last study that we did,
building off of those two earlier studies,
was message testing with parents. We were looking at six different
message frames in that testing. Those were saving on health care
costs or peace of mind, covered benefits,
the help available, eligibility, ease of application,
and that the rules have changed. To do that, we did
an online Max Diff survey. And Max Diff is a methodology
that is used, we surveyed parents and we
displayed twelve messages, three at a time, that fit
into those message frames. And then they were asked to
select the messages that they found to be the most and least
effective in motivating them to go to healthcare.gov to find out
about their eligibility for Medicaid and CHIP. And I just wanted to mention
that we used healthcare.gov in this survey as a placeholder,
but the PSAs developed later on used InsureKidsNow.gov. So just so you know that. And that survey was done
with 300 low income parents of uninsured children. Next slide. So these first couple of slides
are the findings that cut across both formative research studies. So things that we heard from
both grantee staff and parents. One of the main things that
we heard was about eligibility confusion. Participants assumed
that parents, particularly that CHIP programs,
would have the same eligibility requirements as Medicaid. And so if they had applied for
Medicaid before and were turned down, they thought
they also wouldn’t qualify, their children wouldn’t
qualify for CHIP. We also found out that word of
mouth and peer referrals are very important for people
learning about Medicaid and CHIP through friends and family. Also, specific motivating
events like a child’s illness or injury or medical diagnosis. Next slide. The other things that we heard
were about barriers to application and enrollment. That included things related to
the application process, that parents found or expected
to find the application process to be confusing
or unpredictable. Also about eligibility. So parents and enrollment staff
both described difficulty in understanding and meeting
the eligibility requirements of Medicaid and CHIP,
including difficulty reporting and verifying income due
to things like their income changing or their hours that
they worked that month changing and that kind of thing. There were also a number of
immigration issues noted. Some non-US foreign parents,
primarily Hispanics in this research, assumed that
their immigration status or lack of citizenship excluded
their US born children from eligibility for
Medicaid and CHIP, and also that applying for
Medicaid or CHIP might impact their immigration status
and cause certain legal repercussions. Next slide. And the last area that came up
in the interviews and focus groups with parents and
grantee staff were around enrollment motivators. So that included understanding
the eligibility requirements, which was an important motivator
for parents to enroll their kids in Medicaid or CHIP. So they really needed
to know that they met the eligibility requirements. In the quantitative study,
which we’ll get to in a minute a little bit more in detail,
messages around eligibility ranked the highest in motivating
parents to go to healthcare.gov to explore health care coverage
for their children. Peace of mind or the ability
to pay for health costs was also a motivating factor. Next slide. So as I mentioned,
we did message testing or Max Diff survey with parents
that built on what we found in those early
formative research studies. We found that messages that
focused on rule changes in eligibility were the most likely
to motivate parents to go to healthcare.gov to explore
coverage eligibility for their children,
and they continue to be the most motivating messages. So the top three messages were:
Working families in your state can qualify for free or low cost
health coverage for children from your state. Children, the second one,
so that was within the Eligibility message frame. The second one,
which was also within the Eligibility
message frame, was: Children in in a family of four
earning up to $48,600 a year or more may qualify
for free or low cost health coverage from your state. And the third most motivating
message, which fell under the Rules Have Changed
message frame was: Your children may qualify for free
or low cost coverage from your state even if you don’t. So as you can see,
we’ve really built on the findings from the early
interviews and focus groups to develop those messages. Next slide. So just to wrap things up,
this research, these three different studies really highlight
the importance of focusing on messaging related to eligibility
and that the rules have changed. Confusion around eligibility
and rules were the top barriers identified by both parents
and grantee staff. And messaging around eligibility
and rules were rated as the most motivating messages by parents. And that’s it.>>Gabby Duran
Thank you Allyssa for sharing the important research that informs
our campaign materials and work. So for those of you
who have been using the campaign resources,
we’d like to learn a bit more about your use of them. So, has your organization
customized any Connecting Kids to Coverage materials? All right, it looks like the
majority of people have voted. So we’ll go ahead. It looks like we’re split. So about 35% of you have
said yes, 40% have said no, and we’re happy to hear
some of you were thinking of doing this in the coming months. So definitely please look at
the materials that you’re interested in and reach
out to us about customization. Our next speaker is Johnny Vo. Johnny works in CMS’s
Division of Digital Marketing. He will share tips about how
to extend audience reach using social media. Johnny?>>Johnny Vo
Hi. Thanks Gabby, and hi everybody. So my goal here today is
to talk to you about how we can expand outreach
using digital resources. So if you can go to
the next slide Gabby. @IKNGov is our official
handle for Insure Kids Now. Right now, we’re strictly
on a Twitter platform, as we see that being most
relevant with you guys and everybody else and being able
to present things in real time. Just a quick background
of our handle right now, we haven’t been around
for too long but just to give you some numbers,
per tweet that we get that we post, we get
an average of 28,000 views. So that is a good bit of numbers
of people viewing our posts. And then with that,
we amplify it with @HealthCareGov and @MedicaidGov
as appropriate based on the context of the tweet. By doing that, and doing
that partnership, we can also hit millions
as far as the reach. But we like and retweet
as appropriate, whether it is @HealthCareGov
and @MedicaidGov, they retweet our posts or
we retweet theirs. It’s a great partnership that
we’ve done internally with organization from both sides. It helps us reach the millions. So knowing that with
partners as well, with you guys, if you guys have certain
handles that you guys have been working with,
we’re more than happy to work with that,
and it helps amplify the message along different avenues. So there could be such things
as local events, sponsored materials,
and just to give that appropriate respect and
the ownership of the event. So that way you get a little
publicity from the public on the sponsor side as well as
the national side with @HealthCareGov and @IKNGov. Next slide. So currently our
editorial calendar has three to five tweets per week. There is plenty of room
for more tweets. So as you see fit,
please feel free to reach out to Jessica or myself if you have
any different topics to discuss. I would,
based on past experience, we can double what
we’re currently doing, possibly even triple if the
content is worthy enough. So please don’t be scared
to reach out to us if you have content that you would like
to be shared amongst the Twittersphere. So within these tweets,
we supplement it with additional tweets actually on
@HealthCareGov and @MedicaidGov that highlights outreach
materials for Medicaid and CHIP. These are not retweets
from these channels, these are actual, we would
call them native tweets, on @HealthCareGov and
@MedicaidGov that highlight materials and topics from IKN. And again, we have plenty of
followers as well as we are following many other agencies
and offices and whatnot. So we will retweet and follow
and do community management if there are questions that are
asked we can answer as appropriate with links to Insure
Kids Now as a principal account, but also we have one off
websites with Healthcare.gov, Medicaid.gov,
CMS.gov if necessary. So there is a lot of
community management, and then being able
to retweet followers has greatly amplified
our message. Next slide. I think Allyssa alluded
to this earlier. Some of the topics based on
the research are help with the application process. What we can do,
just to give you an idea of what we can tweet out,
are links to tutorials or links to videos or PDFs that will help
the readers see how they can get help with
the application process. Or if there are immigration
issues, like Allyssa said, Spanish and non-English speaking
users are having issues with the whole process of applying. We can put a tweet out in
different languages just to reach out to them. We can do English,
we can do Spanish, we can do Korean or Vietnamese
as Jessica said earlier. So that way we can also
reach out to a certain crowd if necessary. With the use of hashtags,
we can reach a certain area. So we can get very detailed
as far as what kind of tweet we want to do to reach
a certain audience. Eligibility, if there
is a new ruling or people, if there is a new press
release or whatnot regarding eligibility,
we can just put this out, we always try to put a link
to our tweets to lead people to the correct site,
to Insure Kids Now in theory. And then also rule changes. If there is a certain rule
change and it is a very complicated rule change,
possibly we have a video, a webinar again or other
tutorials that can help explain what all these rule changes
are outside of a tweet, because a tweet can only
have 140 characters. So it can be very hard sometimes
to explain a rule change in 140 characters or less. So within these topics, there
are plenty of other topics, and if you guys have topics that
you would like for us to share, again these are based on what
we found in our research and we kind of stick to
these main topics. There are lots of different
rules, different issues that we can discuss. But sometimes there are
other details, issues or topics that you’d like to discuss,
and we are more than happy to put that out there
on a tweet. Next slide please. So here is the key to Twitter. Millions of tweets
go out every day. So what we want to do
is be relevant. We want to be not text heavy. So what does that mean? We share links to webinars
or trainings, or we can have videos
embedded in our tweets. Again, there are certain
restrictions to them, however, showing some kind of
animation or showing some kind of multimedia within
our tweet definitely catches the user’s eye. So if we have videos, great,
if not, we can send a link and then we can have an image or
still of the video or tutorial or something that will catch
the user’s eye to lead them to where we want them to read. And again, like I said before,
we want to retweet others that share your same message. This is all about collaboration
and partnership. So whatever you guys want us
to share we are more than happy to do so. And whatever we have,
we would hope that you guys will reciprocate the action
or retweet us as well. And not only that with the
collaboration and partnership, it exponentially increases
the reach while supporting your cause. One of the biggest ways
to do that is to use hashtags. For our tweets internally,
we use #Enroll365, #CHIP and #Medicaid. There are other hashtags that
we use based on the initiative, but those are the three
main ones. If you guys have one that you
guys would like for us to use, we are very open
to discussing that option. You can also do based on
location with a hashtag, and there are little keys and
significant changes that we can do within Twitter that
allows us to direct our tweet to a certain audience. So just to kind of know,
don’t be obscure about it. We don’t want to do a random
hashtag where nobody would follow it or there is
no possibility of it to become trending. Next slide please. So these are some of the tweet
examples that we have done over the past couple years. As you can see,
they are very bright, they’re colorful. You can see the hashtag that
you could believe would be pretty popular and trending
based on the time of year. For example, the first one on
the top left is about spring, so we all know spring will be
a popular one and allergies and asthma. So you can see where we can get
a lot of traction based on the use of our hashtags. And then just the way we write
our copy allows us to allude to the picture as well. So there is a little
connection there. Again, you see the #Enroll365
and then both of our logos. If you look at all
three of them, they are very consistent with
the look and feel of it. These are all still images,
however we have done gifs and videos in the past as well. This is just to give you an
example of what we can do. Next slide. Something that has been emerging
as of late is Twitter chats. To briefly explain,
a Twitter chat is essentially a big conversation,
kind of what we’re doing now, except it just lives in Twitter. We will have a host,
a couple panel members, and then we will have
a massive conversation using a certain hashtag. So my example,
February was National Children’s Dental Health Month. There was a Twitter chat
that was done, we did not participate
unfortunately due to some reasons but there was one,
and we’ve been promoting that as well. And what it allows us to do is
it allows us to become trending. It allows us to have a
conversation with anybody that wants to be part of
the conversation or can jump in at any time they want. So we use, the whole point of
a Twitter chat is to have a hashtag that is consistent
throughout every single tweet. That way you can follow along
and you can do a search on Twitter and see everybody
speaking about it. The goal here is to become
trending during that time with thousands of tweets
and have a conversation, real time conversations
with the public about what they would like to see,
what they would like to see on the site, how we can
provide additional outreach, what they want to see,
what we can help, and what CMS does overall and
what Insure Kids Now can do. We can act as the host,
a partner, or just a regular participant. So if there are Twitter chats
that we just want to participate in and just kind of chime in
whenever necessary, it is easy to do so,
just understanding what the hashtag that is being used
for the Twitter chat is, and just follow along
and answer as necessary. Some key notes right there is
that you really want to be careful who your partners are. Sometimes they don’t align
with your ideology or the way you want to present things. And then just knowing the script
ahead of time it allows you to know what’s going on and
what questions should come up. And if there are any questions
from the public, how to answer them ahead of
time, just to give you an idea. Next slide. Some more Twitter chats. As I said, we use
a common hashtag, and what it allows you to do,
it expands the reach tenfold at least based on all
the users and everything. So it can become very trendy,
it can overload your Twitter feed, which is a great thing
from what we want to do. And from our side,
from everything that we tweet from @IKNGov,
we can gain value from these analytics. We can see how many people are
following a certain hashtag, how many people are following
our certain tweets. What has been
the sentiment behind it. How many likes have we had. Retweets. How many people have actually
seen our tweets or how many people have clicked on the site
if we add a link to our tweets. So it is a great way to do a big
reach in a short period of time. Next slide please. So these were some examples that
we did for the National Dental Health Month for kids. As you can see, we’ve done
the most common hashtags, again for us,
#Medicaid and #CHIP, because we want to keep
hashing that out. It’s all about
consistency for us. And then we would also do the
proclamation hashtags as well. So for this one it
was #ThinkTeeth. So not only did we have #ThinkTeeth, we have ours, and then we have
images and links. So there are lots of things for
us to do as far as analyzing how many people see our hashtags,
how many people are clicking on our link,
how many people see all three together combined. So we’re able to break down
and see who’s following what at any point based on
all the hashtags that we use. And all the different
links that we use. We had a webinar for
this particular campaign. So we were able to see how many
people clicked on the webinar, how long they were on,
who liked it, who retweeted, who shared the news
of the webinar. So it is a great tool for us
to get a better understanding of what people are
reading or looking at. Next slide. So again overall,
to talk about the analytics. From our posts,
we can do a lot of different types of reporting. We can do reach, engagement,
we can take a look at timing of when the best time to tweet
is based on the certain day or the certain topic. And we can see what the best
posts were based on engagement – likes, retweets, clicks. So we can see what
the best formula is based on the campaign. Next slide. So just a brief overview,
we have a design team that is internal that allows us to
create all these wonderful tweets and very animated and
colorful tweets. So we can do different types,
images, gifs, videos, you name it. We have a great design team
that allows us to do all these creative tweets. And they are all branded
with the logo. It’s very important to keep that
consistency and make sure that our logo and our name is out
there for everything. Then we use the
#Enroll365 hashtag. So between the hashtag
and the logo, it shows a very consistent look,
it lets everybody know it’s from us,
and then we can also share with you guys what
everything has been done. Feel free to reach out to me
or Jessica if you’d like some tweets or if you’d like some
ideas of what you guys can tweet about or any additional info. Thank you so much.>>Gabby Duran
Thank you Johnny for your tips on expanding outreach messages
using IKN digital content and the platforms. Our next speakers are Holly
Gulick and Bradford Wiles who will share tips about how to use
the Connecting Kids to Coverage materials and resources in
community outreach settings. Holly and Bradford?>>Holly Gulick
Hello everybody. As Gabby mentioned,
I’m Holly Gulick. I’m the Project Manager,
and Bradford is here with me to fill in any of the gaps
I might miss. Next slide. Just a little about
our project here in Kansas. We are focusing on four counties
in southwest Kansas, you can see them
circled on the map. It’s Grant, Seward,
Ford, and Finney counties. So they are very rurally
populated with populations ranging from just
about 8,000 to 37,000. They have a very
diverse population. Our grant is focused largely
on the large Hispanic population as well as refugee
and immigrant populations. And I’ll mention this
a little on the next slide, but the main organizations that
are in our collaborative effort are Kansas State University,
Kansas University Medical Center, Genesis Family Health,
and the Kansas Health Institute. Next slide please. So we’re the holders of
the grant here at Kansas State University
Research and Extension. We partner with Kansas
Health Institute, and they help us with our data
collection and analysis. KUMC, or Kansas University
Medical Center and Genesis Family Health, they are
assisting with a lot of our outreach
and enrollment efforts. We also work
with Child Care Aware, Kansas Action for Children,
Communities in Schools, the Kansas Association of
the Medically Underserved, as well as the Kansas Department
of Health and Environment. And then of course,
through all those connections, we are working with other
community based organizations such as health departments,
coalitions, WIC clinics, youth support organizations,
faith ministries, United Way, as well as many others. Next slide please. So here are just a couple
examples of ways that we’ve been using the materials
with some of these partners. As you can see on the right,
we have examples of materials we’ve had customized
as well as translated. So we have one with the
Communities in Schools logo, they were going to use
for registration, back to school events. So we have one in Spanish,
and then on the right we had one translated into Somali. So Child Care Aware of Kansas,
they work with families finding childcare as well
as other resources. They have agreed to add these
resources into their toolkit sent out to families
seeking childcare. So just since January alone,
this has been shared with 205 families. And this is also I believe
located online for families to access as well. And then Communities in Schools,
as I mentioned, we’ve had materials
with their logo added. This is used in preparation
for school registration, school health fairs,
community health fairs. Next slide please. Some other ways that
we use our media outreach. Kansas State Research
and Extension, each county has an agent,
and they are seen all the time throughout their communities. The picture here on the top
right is one of the extension agents from Finney County,
and she has a regular TV and radio segment with
the local TV station. She is willing to share
our project materials, events, information. Just on March 8,
she did a segment, and this had reached
1,200 viewers. There are a lot of likes and
shares on Facebook as well.>>Bradford Wiles
Those 1,200 viewers were just on the Facebook page. It was broadcast on the air
during the lunch hour. So we weren’t able to get
analytics on the over the air broadcast,
but even just having it as part of the online presence
was helpful.>>Holly Gulick
Right. And also, as pictured in
the bottom right corner, this is the logo that we’ve been
using and had customized on those materials from the online
resource toolkit. Since we have so many partners,
it was easier to use a community logo rather than try to get
every single person’s logo on the different resources. So for all those other community
based organizations that we are involving in the project,
we try to provide them with canned messages from
the online resource toolkit, whether those be PSAs,
sample tweets, or Facebook posts. We try to tailor those to Kansas
a little bit and give them all the resources they need
to share that on their social media channel. This really helps build capacity at their local level. Community members already
trust their pages, they already visit their
pages and follow them. So this has been a really good
strategy for us as well. Next slide please. So challenges overall. I would say, mostly language
and cultural barriers. We have been able to get all
the translation services we need from CMS,
but knowing which forms of social media are best used
is always a challenge. We’ve tried to involve
as many community based organizations as possible,
making sure we don’t miss any that are very important. But we do have many different
languages and dialects that are used in these four counties
from different refugee and immigrant populations. So sometimes making sure we have
everything translated in as many languages as possible,
that can be difficult and challenging.>>Bradford Wiles
Yes, and then one last component of those challenges as well
that really goes into the language and
cultural components. Since the change in perspective
regarding immigrant and refugee families,
I do want to give a little bit of context to say that
those four counties are minority majority,
three of the four counties are minority majority counties,
and there are a lot of agribusinesses that are there
that attract refugees and immigrants from
all over the world. One of the issues that
we’re also facing are that at some of the events that
used to be very well attended, given some concerns about
immigration status and others, some of the outreach and
engagement just requires a little bit more trusted and
in depth advocacy and efforts. But the materials that we have
can help us in reaching those audiences that may be a little
bit more hesitant these days. That’s it.>>Gabby Duran
Well, thank you Holly and Bradford for sharing your great
work in your community and giving those insights of how
you all leverage the materials and the resources from CMS
to do so in your community.>>Bradford Wiles
You’re very welcome.>>Gabby Duran
Thanks again. And with that, really,
we just want to thank all our speakers this afternoon. We wanted to remind
you all you can stay up to date with the campaign. You can follow us at @IKNGov
and engage with the campaign on social media. You can retweet, share or tag
messages using the hashtags that we discussed today. And please sign up for our
eNewsletters that will let you know what is going on
with the campaign. And if you ever want
to share some of your work or have any questions,
please email us at [email protected] So please we definitely want
to hear from you all. And we have been hearing from
you all through the webinar, and we have some questions
that have come up that we wanted to address. We have a question that’s
specifically for Jessica, but can we have a little more
information on how to order customized brochures? People are interested
in the cost. And then, do you have
to have permission to use social media graphics.>>Jessica Beauchemin
Thank you Gabby. So, as far as ordering
the customized materials. If you go to InsureKidsNow.gov
to the Outreach Tool Library, at the top of the page
there is a hyperlink of our customization guide. On that customization guide,
on slide 6, it will show you what your
customization options are, which is you can add
your program name, your state’s annual income
eligibility limit for a family/household of four,
you can include your website and/or phone number
and up to two logos. And then also, in that PDF,
on the next slide, slide 7 is the steps that
you need to take to request the customized materials. So what you need to do is send
an email to CMS’s Division of Design Services,
and on that page you will have all the different points of
information that you need to include in your email. There is also a sample email in
the customization guide as well. And it’s free. So we have been able to fulfill
many requests over the past couple of years,
and we’re happy to keep on fulfilling requests from
organizations like yours to help you customize these materials. So that is part one
of the question. And the second part was,
if you need to get permission to use our social media graphics. And the answer is
no, you don’t. We have included a number of
our social media graphics on InsureKidsNow.gov,
on the Outreach Tool Library as well. We have additional ones that we
have used on our Twitter handle, and feel free to retweet those,
or if you want to use them for your own purposes we welcome it. And thank you very much
for the questions.>>Gabby Duran
Thanks so much Jessica. We also have one question
about the research for Allyssa. Someone was just wondering
when the research was done, and if you could expand
a bit on the meaning of rule changes in messaging.>>Allyssa Allen
So this research was all done within the last year. The messaging research
was done the most recently, and was conducted in January
if I’m remembering correctly, early January/late December. The rules have changed piece
is just that with different legislative changes over
the years the eligibility for Medicaid and CHIP has changed. Then in some cases,
especially with Medicaid expansion states,
it has gotten easier to qualify. So raising awareness with
parents that even if they applied a couple of years ago
and were not eligible, they could be eligible now.>>Gabby Duran
Thanks so much for that answer. And again,
we won’t be able to get to everyone’s questions today,
but we will be following up with you all after the webinar. Along with that,
the recording of the webinar will also be available on
the website in two weeks along with the slides as well. So if you missed
any past webinars, please check out the webinar
archives on InsureKidsNow.gov to see the past webinars. And remember,
as we mentioned there are campaign resources
available for download on InsureKidsNow.gov. Again, thank you all for
joining the webinar today, and we look forward to seeing
you all on future webinars. Thanks so much.

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