Public Outreach and Marketing Campaign for 1-844-MAP-LINK (627-5465)

May 2014 PURPOSE

The Maryland Departments of Aging and Health and Mental Hygiene have partnered to establish 844-MAP-LINK, which is a statewide toll-free phone number through which Maryland consumers and professionals may access the Aging and Disability Resource Center network, known locally as Maryland Access Point (MAP). 844-MAP-LINK is part of the federal Balancing Incentive Program requirement to establish a “single entry point” through which individuals may obtain information about and access to long term services that support independent, community living. The number will connect individuals to their local MAP site where MAP specialists and Options Counselors can provide further assistance in accordance with the individual’s needs and preferences.

The Maryland Department of Aging (MDoA) marketing and outreach plan to roll out 844- MAP-LINK has three purposes:

Build awareness of available services that support independent living.

Promote use of the toll-free number as a streamlined way to access information and services.

Emphasize Maryland Access Point and its signature “Options Counseling” planning service as a proactive, prevention-focused initiative to increase consumer contact with and use of the network prior to crisis situations.

TARGET MARKET

The 844-MAP-LINK number will serve consumers, professionals, and government agencies that work with individuals seeking long term services and supports. The target market is outlined as follows, although additional groups may be added:

Direct Professionals Government/Partn Private Community Consumers ers Older adults Hospital staff DHR/DSS Benefits Data Religious Trust Institutions All persons with Chronic rehab Core Service CHAI Retirement disabilities facilities Agencies communities Caregivers Administrative Office Local Health Brain Injury Senior Centers of the Courts Departments Association of (Judiciary Institute) Maryland Veterans Social workers 2-1-1 National Alliance Food banks for the Mentally Ill Medical Housing Mental Health Community professionals Association of Centers (primary care, Maryland geriatrics, etc.) Visiting Nurse MDOD Maryland Hospital Associations Association Provider Maryland Health Alzheimer’s organizations Care Commission Association (LifeSpan, LeadingAge, etc.) Maryland Health University of Exchange Maryland MDoA Johns Hopkins Navigators and Connectors DHMH AAAs Centers for Independent Living

HIGHLIGHTING SERVICES AND INFORMATION

In certain instances, 844-MAP-LINK will be used to promote specific services and/or information that may supplement or divert individuals from Medicaid community long term care services and institutionalization. These may include the State Health Insurance assistance Program, housing related services, and preventative programs such as those for chronic disease self management. These efforts will be coordinated with the other agency(ies) or entity(ies) involved in administering the program or service. The Department will seek input from formal and informal partners and stakeholders in identifying other programs and services, especially those that are underutilized or without waitlists.

OUTREACH METHODS

Due to the wide target market and the different interests of each group, different outreach methods will be used. Such methods include, but may not be limited to: o Targeted cable ads, including local ads developed by various MAP sites. o Print advertising o Printed ads will be strategically placed to run for the first 4 to 6 months of the launch period (as funds permit). o Public Service Announcements in the local papers o Senior and Disability advocacy newsletters o Announcements to identified agency, nonprofit, and community partners o Brochures, flyers, posters, postcards, bookmarkers, etc will be produced. o Radio ads o Website Advertising o Request partners to include a hot link to the MAP website and phone number o Add phone number to MAP website o Staff tables at community events and conferences, such as health and senior fairs o Write and distribute press releases o Educate partners so they can communicate meaningful information to the consumers they serve - Conferences - Interagency trainings - Interagency coordinating committees

TIMING

The marketing and outreach campaign will begin subsequent to testing and implementation of the toll free phone number. The phone number testing across 20 MAP sites will be conducted in the first two weeks of June 2014, with an additional 7-10 business days added for evaluation and troubleshooting. All timeframes below are based upon the completion date of the implementation and troubleshooting of the toll free phone number.

Activity Timeframe Duration Press releases At launch and with select Ongoing highlighted programs or partnerships Print advertisements Within 30 days Ongoing Outreach to agencies, Within 60 days Ongoing professionals, and private organizations Radio ads Within 60 days Intermittent Television ads (funding Within 90 days Intermittent dependent) Public transit tbd Intermittent Conferences and Within 30 days Ongoing community events

PERFORMANCE MEASURES

Over the course of the next year, the Department will collect data on 844-MAP-LINK to manage for results. The performance measures are as follows:

Input: Outreach and marketing materials, advertisements, and other efforts. Output: Number of phone calls received by 844-MAP-LINK Output: Number of phone calls correctly connected to local MAP sites The Department, through its phone vendors, will attempt to capture additional call data, including wait times, busy message, and dropped calls. Finally, all callers routed via the CR Dynamics call center (estimated to be 30% of total call volume) will be asked where they obtained the 844-MAP-LINK number in order to identify the types of marketing and outreach efforts that best captured the target market.