Brian Smart Office of Communications Strategic Marketing Group

1. Centers for Medicare & Medicare (CMS) and Insure Kids Now (IKN): IKN Marketing and OutreachNational Indian Health Board (NIHB) 28th Annual Consumer Conference (ACC)September 28, 2011 Brian Smart Office of Communications Strategic Marketing Group

2. Presentation Topics • Update on IKN: Marketing Strategies and Outreach Tactics • The IKN Resources: What's for You • Understanding & Using Social Media: Ways to promote IKN

3. Update on IKN • Print, Radio and Television • InsureKidsNow.gov • Grant Update

4. Update on IKN • Print

5. Update on IKN • Radio and Television (Billy Mills)

6. Update on IKN • Radio and Television (Billy Mills) • Placement that specifically target American Indian/Alaska Native populations • Radio – aired 554 times and across 24 states from February to April (ND, OK, WY, OR, etc.) • Television – aired 584 times across 7 states from March to May (ND, CA, NM, AK, etc.) • Upcoming media schedules are set to coincide with conferences in AK, NM and OR (Sept, Oct, Nov)

7. Update on IKN • InsureKidsNow.gov • Since it’s launch in 2010 the site has received over half-a-million web hits and 2 million page views • Starting in 2012, a new marketing campaign will launch to promote the IKN program and IKN.gov website

8. Update on IKN • m.InsureKidsNow.gov • A mobile site for IKN with GPS location finder – coming this November 2011

9. Update on IKN • Grants • August 18, 2011 – Cycle II Outreach Grants were awarded: 39 two year grants were awarded in 23 states. • The grants focused on: • Using technology to facilitate enrollment and renewal • Retaining eligible children in coverage • Engaging schools in outreach, enrollment and renewal activities • Reaching children who are most likely to experience gaps in coverage • Ensuring eligible teens are enrolled and stay covered

10. Update on IKN • Grants: three of the grants focus specifically on the AI/AN demographic. • Southcentral Foundation – Alaska • Denver Indian Health Family Services – Colorado • South Dakota Dept of Social Services – South Dakota • LOOK OUT: Next round of AI/AN grants will take place in the Spring of 2012

11. The IKN Resources • Customizable Print Materials • Billy Mills Radio and TV PSA’s • Strategy Guides and Outreach Materials

12. The IKN Resources • Customizable Print Materials • Print Ads • Postcards • Event Flyers To customize materials, send an email to DMBC_Box@cms.hhs.gov with the subject line “Customize IKN Material - Request”. ALL MATERIALS AVAILABLE AT THE CMS BOOTH

13. The IKN Resources • Billy Mills PSA • A DVD copy of the TV spot is available at the CMS booth for distribution to local Indian Health Clinics

14. The IKN Resources • Strategy Guides and Outreach Materials • Various Guides and Outreach Strategies are available at InsureKidsNow.gov/professionals/outreach • School Based Outreach • Community Health Center Outreach • Locally Owned Business Outreach • Get Covered. Get in the Game. Strategy Guide • Webinars and Presentations are located at InsureKidsNow.gov/professionals/webinars

15. The IKN Resources • Strategy Guides and Outreach Materials • Specific AI/AN materials are available at the CMS booth • Also, www.cms.gov/center/ir.asp host electronic documents that feature: • Tribal Health at CMS overview • Information on the Tribal Technical Advisory Group • CMS Regional Tribal Affairs staff contact information

16. Understanding & Using Social Media • CMS has multiple social media sites and resources we use to push out messages, notify people of events and even hear from our customers. Facebook.com/IKNGov YouTube.com/CMSHHSGov linkedin.com/in/cmsgov Twitter.com/IKNGov Flickr.com/cmsgov

17. Understanding & Using Social Media • CMS uses our Twitter and Facebook accounts to push out information regarding news stories, videos and key events happening.

18. Understanding & Using Social Media IKN Social Media started in Spring of 2011 • IKN Facebook – 161 ‘likes’ or ‘friends’ • IKN Twitter Account – 987 followers with a total of 166 tweets sent out San Juan Basin Health in Colorado is helping to spread the word about Medicaid and Child Health Plan Plus: http://tinyurl.com/3ddhh9d CHIP Outreach Tip: Distribute Medicaid/ CHIP materials at pediatricians’ offices in your area. Visit the IKN website for resources: http://tinyurl.com/4xwxtjy

19. Understanding & Using Social Media • Some tips on Social Media • Mission and Purpose • Develop an Editorial Program • Draft a Social Media Brand/Style Guide • Serve Your Customers • Design Performance Metrics

20. Questions…