Molina HOPE Coat Drive PR and Marketing Recap

2/6/2017 | Presented by: Corporate Public Relations and Marketing Molina HOPE Coat Drive at a Glance Summary of the inaugural Molina HOPE Coat Drive campaign activities. Molina HOPE Coat Drive at a Glance

October 2016 – The November 2016 – first inaugural Molina Molina and Mix 92.3 HOPE Coat Drive hold a donation drive to December 2016 – Molina employees campaign kicks off at collect new and gently donate and distribute more than 900 Second Ebenezer Church used coats at the coats to students at Neinas Elementary in . Oakland Mall. School and Lincoln-King Academy in Detroit.

3 Molina HOPE Winter Coat Giveaway

• December 2016 – More than 50 Molina employee volunteers distribute over 3,000 free coats to the Detroit community • Event also offers FREE health screenings, haircuts, massages, refreshments, games, activities and more 4 Marketing Summary of collateral materials and iHeartRadio partnership. Marketing Summary • Produced creative for all coat drive collateral • Worked with vendors to produce all marketing materials • Collaborated closely with digital and PR to launch Molina HOPE website • Partnered with Detroit iHeartMedia stations – On-air radio spots encouraging donations and inviting listeners to the Winter Coat Giveaway – Online events page – Live radio remotes at Dry Clean Depot, Oakland Mall and Winter Coat Giveaway event – Mix 92.3 homepage takeover and website ads

6 Marketing Materials • Donation boxes and box wraps • Donation fliers • Dr. Cleo cut-outs • Save the date fliers • Posters • Event signage and banners • Window clings • Employee raffle prizes • Kiosk cards • Coat bags

7 Marketing Collateral

8 iHeartMedia Partnership • Radio spots: – MIX 92.3 – The D 106.7 – FM98 WJLB – Channel 955 – 1130 AM WDFN – 100.3 WNIC

Total – 538 spots - :60, :30 and :15

• Mix 92.3 – Homepage takeover – Social media posts Results: – Featured content :30 Molina HOPE Winter Coat – 129 event page views – Events page Give Away Spot – 12,365 Mix 92.3 site ad impressions

9 Public Relations Summary of earned media placements and PR activities. Public Relations Summary

• News advisories and press releases were crafted and distributed to local media outlets to drive media coverage for several aspects of the campaign: Results: – Coat drive kick-off • 45 earned media placements – $80,000 donation from Magna International, Inc. valued at more than $25,500 – Employee coat donations to local elementary school students • Coverage included print, TV, – Donation drive event at Oakland mall online and radio placements – Molina HOPE Winter Coat Giveaway

culminating event Earned media (or free media) refers to publicity gained through non-paid media outreach efforts. To determine the publicity value of an earned • Corporate Public Relations provided $1,000 in media placement, a formula called the advertising value equivalency (AVE) is used to show how much the placement would cost if it were a additional charitable giving dollars toward purchase paid advertisement. of new coats • Corporate PR/Marketing employees donated 14 new coats for students at Neinas Elementary School

11 News Advisories and News Releases

• Distributed a total of 4 news advisories and 3 press releases to more than 30 news outlets in Metro Detroit and Oakland County

• Pre and Post-Pitched advisories and releases to all media types including print, TV, online and radio.

12 Pre-Event Print Coverage • The Oakland Press: Sunday Edition and Daily Herald • Coverage about Magna donation and culminating event details

13 Radio Coverage • PR team drafted scripts for :60 radio interviews that aired throughout duration of coat drive: – Lauren Royston, MHM Community Engagement Manager (aired 12 times) – Scott Worden, Magna International, Corporate Communications (aired 9 times) – Dr. Keith Tarter, MHM Medical Director (aired 11 times)

• Interviews aired on WMXD (Mix 92.3), WJLB (FM98) and Lauren Royston’s :60 WKQI (Channel 955) radio interview.

• Mentions included by Mr. Chase during Steve Harvey Morning Show (Mix 92.3)

Total: 33 radio interviews and mentions

14 TV Coverage • WXYZ-TV (ABC 7) promoted both Oakland Mall donation drive and Winter Coat Giveaway events during two morning newscasts

15 Online Coverage • Event submissions approved and added by online community calendar editorial teams for Detroit News, WWJ-TV (CBS Detroit) and WXYZ-TV (ABC 7)

16 Post-event Coverage • Post-event coverage in Chronicle on the Winter Coat Giveaway and Molina HOPE coat drive

17 18 Digital Communications Summary of online and social media activities during coat drive campaign. Online • MolinaHealthcare.com – Michigan’s “In the Community” Page • Articles promoting coat drive kickoff and recap

20 Online • Launched new Molina HOPE website to promote Molina HOPE corporate giving program and coat drive, encourage donations and receive donation signups • 490 registrations for free coats through Molina HOPE website!

21 Social Media • Posted on Molina’s Facebook, Twitter and Instagram accounts following Winter Coat Giveaway • Encouraged others to share with suggested post text sent to employees and CBOs, as well as enabling sharing directly from links on the HOPE website. • 21 user posts from partners with over 135 total likes.

22 Thank you This year, Detroit is enjoying a winter of record warmth. Thank you for providing 6000 winter coats to local men, women and children.