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Opting In: A Pioneering Direct Marketing Campaign Designed to Empower LowIncome Women to Become Cham

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Title: Opting In: A Pioneering Direct Marketing Campaign Designed to Empower LowIncome Women to Become Cham


1
Opting In A Pioneering Direct Marketing
Campaign Designed to Empower Low-Income Women to
Become Champions for Change.

Network for a Healthy California 2008
Conference Breakout Session One Room
204 Presented by RSE, Field Research and
handshake Marketing, January 23, 2008
2
Agenda
  • Formative research (10 minutes)
  • Implementation (15 minutes)
  • Results (40 minutes)
  • Discussion (25 minutes)

3
1. FORMATIVE RESEARCH
Discovering a highly motivating context for the
direct mail campaign
4
Discovering a highly motivating context for the
direct mail campaign
  • Discovering listening to intended recipients
  • 8 consumer panels in California
  • Spanish-dominant, African American, Multicultural
  • really varied stimulus and approaches

5
Discovering a highly motivating context for the
direct mail campaign
  • Motivating context an execution theme that
    encourages
  • opening the mail piece

6
Discovering a highly motivating context for the
direct mail campaign
  • Motivating context an execution theme that
    encourages
  • opening the mail piece
  • reading, valuing and using the information

7
Discovering a highly motivating context for the
direct mail campaign
  • Motivating context an execution theme that
    encourages
  • opening the mail piece
  • reading, valuing and using the information
  • perceptions of norms (women like me are doing
    this)

8
Discovering a highly motivating context for the
direct mail campaign
  • Motivating context an execution theme that
    encourages
  • opening the mail piece
  • reading, valuing and using the information
  • perceptions of norms (women like me are doing
    this)
  • feelings of self-efficacy (I can do this)

9
Discovering a highly motivating context for the
direct mail campaign
  • Motivating context an execution theme that
    encourages
  • opening the mail piece
  • reading, valuing and using the information
  • perceptions of norms (women like me are doing
    this)
  • feelings of self-efficacy (I can do this)
  • appreciation of the brand

10
Discovering a highly motivating context for the
direct mail campaign
  • Motivating context an execution theme that
    encourages
  • opening the mail piece
  • reading, valuing and using the information
  • perceptions of norms (women like me are doing
    this)
  • feelings of self-efficacy (I can do this)
  • appreciation of the brand
  • taking action

11
Discovering a highly motivating context for the
direct mail campaign
  • Opening the mail piece Low-income mothers
    described whats typically in their mailbox, and
    whats not

Typical retail, credit, insurance offers
Atypical health information, DVDs
12
Discovering a highly motivating context for the
direct mail campaign
  • Opening the mail piece Spanish-dominant and
    African American moms chose support to lower
    their familys health risks as the mail piece
    topic they would open first.

DVD Case Title Ratings ( 4 or 5 on a
5-point scale)
Spanish African Tota
l Dominant American The help you need to lower
your chances of obesity, high blood pressure and
Type II diabetes in your family.
80 91 87 Healthy food. Healthy kids.
Moms make it happen. 81 82 83 The next 30
minutes could make a lifetime of difference
76 61 82
for your
kids. Youre holding the answer to healthier
children. 75 78 71 Be a hero mom. Find
out how, inside. 63 64 53
13
Discovering a highly motivating context for the
direct mail campaign
  • Reading, valuing and using the information
    Low-income mothers showed very high interest in a
    broad range of prevention-related topics
  • - the key role, power of mothers in prevention
    individually at home and collectively in the
    community
  • - recommendations and goal-setting
  • - benefits of eating more fruits vegetables,
    being more physically active
  • - range of 1st-person stories from mothers like
    themselves
  • - variety of tips, recipes focused on
    overcoming barriers

14
Discovering a highly motivating context for the
direct mail campaign
  • Reading, valuing and using the information
    Materials scored very high on a range of
    diagnostic measures

Brochure and DVD Ratings ( 4 or 5 on a
5-point scale)
Brochure DVD Clarity
94 91 Character Believability 87 86 C
ontent Believability 94 89 Utility 94
86 Relevance 91 78 Attraction 92 79
Persuasiveness 87 65 Motivation eat more
fruits vegetables 97 87 Motivation get
more physical activity 94 83
15
Discovering a highly motivating context for the
direct mail campaign
  • Perceptions of norms (women like me are doing
    this) Of greatest appeal, overall, was the
    depiction of multiple, diverse and very real
    mothers sharing their experiences and serving as
    believable role models

16
Discovering a highly motivating context for the
direct mail campaign
  • Perceptions of norms (women like me are doing
    this) Of greatest appeal, overall, was the
    depiction of multiple, diverse and very real
    mothers sharing their experiences and serving as
    believable role models
  • Im busy, and what I see is that these people
    are busy too, but they still
  • have the time to cook.

  • (African American mother, Oakland)
  • I could relate to them all. They are all moms
    just to read what they are
  • going through.
  • (African American mother, Oakland)

17
Discovering a highly motivating context for the
direct mail campaign
  • Perceptions of norms (women like me are doing
    this) Of greatest appeal, overall, was the
    depiction of multiple, diverse and very real
    mothers sharing their experiences and serving as
    believable role models
  • To me they looked like real women, they looked
    like average women
  • I see everyday.
  • (Mother in Multicultural Panel, Fresno)
  • They are all moms. And that, in itself, catches
    you because its like Oh,
  • finally from our point of view Its all moms
    that know what we are going
  • through and they are doing it too.
  • (Mother in Multicultural panel, Fresno)

18
Discovering a highly motivating context for the
direct mail campaign
  • Feelings of self-efficacy (I can do this) The
    depiction of believable role models gave behavior
    change a realistic, practical, achievable aura

19
Discovering a highly motivating context for the
direct mail campaign
  • Feelings of self-efficacy (I can do this) The
    depiction of believable role models gave behavior
    change a realistic, practical, achievable aura
  • (The tip regarding) How I got my kids to love
    fruits and vegetables. I
  • thought maybe I could get (my daughter) to help
    me cook and maybe she
  • would like more things. She might even eat
    something green!
  • (African American Mother, Oakland)
  • They are realistic things, if you are motivated
    and want this for your family.
  • The little hints are short, brief and to the
    point. I thought this was really
  • helpful. I really enjoyed this.
  • (Mother in Multicultural panel, Fresno)

20
Discovering a highly motivating context for the
direct mail campaign
  • Feelings of self-efficacy (I can do this) The
    depiction of believable role models gave behavior
    change a realistic, practical, achievable aura
  • It had suggestions, like planting a garden,
    growing your own food. Thats
  • something kids can get involved with, or taking
    them to a place where you
  • can pick the vegetables. And preparing food,
    getting them involved in that.
  • (Mother in Multicultural Panel, Fresno)
  • When I shop, I get what I like. So the kids end
    up eating what I like to eat.
  • Maybe I should try taking the kids shopping with
    me so they can try new
  • things pick out what they like.
  • (African American mother, Oakland)

21
Discovering a highly motivating context for the
direct mail campaign
  • Appreciation of the brand moms saw themselves
    as the Champions for Change
  • Champions within their own families
  • Collective champions for the community
  • Inspirational, empowering ideas

22
Discovering a highly motivating context for the
direct mail campaign
  • Taking action Mothers indicated a genuine
    interest in acting upon this intervention in a
    variety of ways
  • Keeping the information e.g. posting it on the
    fridge
  • Sharing materials with friends and family members
  • - Requesting more tips and recipes in the mail
  • - Nominating women they know as future role
    models

23
Discovering a highly motivating context for the
direct mail campaign
  • MOTIVATING CONTEXT
  • Realistic role models playing vital roles as
    mothers.

24
2. IMPLEMENTATION
Executing the intervention to be both in-depth
and scalable
25
Executing the intervention to be both in-depth
and scalable
  • Low-income mothers are hungry for in-depth
    nutrition information
  • - Knowledge about health risks and prevention
  • - Specific nutrition and physical activity
    guidelines
  • - New skills in the form of tips and recipes to
    try
  • - Personal accounts from other moms
  • - The collective power of mothers to speak up in
    their community for environmental change

26
Executing the intervention to be both in-depth
and scalable
  • DM mailer helps achieve a greater level of direct
    intervention than mass media can achieve on its
    own.
  • Cost investment versus the cost impact of
    obesity.
  • DM campaign reflects higher level of investment
    in the health and well-being of low-income moms
    and their families.

27
Executing the intervention to be both in-depth
and scalable
  • Real Moms Healthy Kids DM mailer delivered to
    six target counties
  • - Los Angeles
  • - Orange
  • - Ventura
  • - Fresno
  • - Western San Bernardino
  • - Western Riverside

28
Executing the intervention to be both in-depth
and scalable
  • A complete, multimedia and easy-to-use format.

29
Champions for Change DVD
30
Executing the intervention to be both in-depth
and scalable
  • Nutrition Support Materials Mini Magazine

31
Executing the intervention to be both in-depth
and scalable
  • Nutrition Support Materials Mini Magazine

32
Executing the intervention to be both in-depth
and scalable
  • Nutrition Support Materials Success Cards

33
Executing the intervention to be both in-depth
and scalable
  • Nutrition Support Materials Success Cards

34
Executing the intervention to be both in-depth
and scalable
  • Assessment Tool Fruit Vegetable Slide Guide

35
Executing the intervention to be both in-depth
and scalable
  • Ongoing Nutrition Support Reply Card

36
3. RESULTS
Evaluating the intervention for statewide
expansion
37
State of the Art Evaluation Design
Evaluating the intervention for statewide
expansion
38
Evaluating the intervention for statewide
expansion
  • Study Objectives
  • This study sought to assess the effectiveness of
    the initiative. Specific objectives were to
    assess
  • Recall of the mail/DVD package,
  • Extent to which it was actually read and used,
  • How consumers rated it in terms of interest,
    relevance and utility,
  • Effectiveness of package in increasing the
    saliency of healthy eating and physical activity
    issues as well as knowledge about recommended
    behaviors,
  • Effectiveness of package in changing social
    normative and efficacy beliefs, health behavior
    and information and support seeking.

39
Evaluating the intervention for statewide
expansion
  • Methodology
  • The evaluation design was quasi-experimental
    before and after surveys were conducted within a
    sample of households that received the mailing
    (treatment households) and a sample of similar
    households that did not receive the mailing
    (control households).
  • The data were collected using a longitudinal
    design.
  • Treatment households were randomly selected from
    the mailing list devised by handshake Marketing.
  • Control households were randomly selected from
    the same media markets using the same household
    database of handshake Marketing.

40
Evaluating the intervention for statewide
expansion
  • Methodology (continued)
  • Although the L.A. mailing went to Los Angeles,
    Orange, San Bernardino and Riverside Counties,
    control households were selected randomly from
    eligible households and tracts in L.A. County
    only.
  • Control households for the Fresno market were
    selected from same types of households and tracts
    in Merced and Madera counties, two counties
    contiguous to Fresno County, the only county
    mailed to. The counties are all similar in terms
    of socio-economic status and race/ethnic
    composition.

41
Evaluating the intervention for statewide
expansion
  • Methodology (continued)
  • Although the L.A. mailing went to Los Angeles,
    Orange, San Bernardino and Riverside Counties,
    control households were selected randomly from
    eligible households and tracts in L.A. County
    only.
  • Control households for the Fresno market were
    selected from same types of households and tracts
    in Merced and Madera counties, two counties
    contiguous to Fresno County, the only county
    mailed to. The counties are all similar in terms
    of socio-economic status and race/ethnic
    composition.
  • All treatment and control households were exposed
    to Network paid advertising that emphasized the
    same messages as those contained in the
    mailer/DVD.

42
Evaluating the intervention for statewide
expansion
  • Methodology (continued)
  • The before- and after-surveys were conducted by
    telephone in English and Spanish interviews
    lasted approximately 15 minutes.
  • The before-interviews were conducted just before
    the mailing, May 15 - June 15. The
    after-interviews were conducted immediately
    following the mailing, July 31 - August 31.
  • The before-survey consisted of approximately 400
    interviews with treatment households and 400 with
    control households.

43
Evaluating the intervention for statewide
expansion
  • Methodology (continued)
  • In the after-survey we were able to complete
    interviews with 248 treatment households and 237
    control households for a total of 485, a response
    rate of 61. Of these, 238 completed the
    interview in English 247 completed it in
    Spanish.
  • In order to minimize reporting bias and
    sensitization effects, the questionnaires used in
    both waves of data collection covered multiple
    health and safety issues.

44
Evaluating the intervention for statewide
expansion
  • Network Mailer, DVD Recall
  • In the study, we assessed recall, use and how
    recipients rated the effectiveness of the mailer
    and DVD.
  • In general, recipients reacted very favorably.

45
Evaluating the intervention for statewide
expansion
  • Recall
  • English speakers (24) were more likely to recall
    receiving the package than Spanish speakers (14).

46
Recall Rate Date of Interview
Evaluating the intervention for statewide
expansion
  • The data suggest that "week after recall" for the
    Network mailing may have been in the 25-30
    range.

47
Recall Rate Date of Interview
Evaluating the intervention for statewide
expansion
  • English speakers (67) were more likely to report
    that they read the info/played the DVD than
    Spanish speakers (47).

48
Evaluating the intervention for statewide
expansion
49
Evaluating the intervention for statewide
expansion
  • The majority of English speakers (67) read the
    printed information only, while the majority of
    Spanish speakers (56) only played the DVD.
  • We found no significant differences in outcomes
    between those who watched the DVD and those who
    did not watch the DVD.

50
Evaluating the intervention for statewide
expansion
51
Evaluating the intervention for statewide
expansion
52
Evaluating the intervention for statewide
expansion
53
Evaluating the intervention for statewide
expansion
54
Evaluating the intervention for statewide
expansion
55
Evaluating the intervention for statewide
expansion
56
Evaluating the intervention for statewide
expansion
Total exceeds 100 due to multiple responses.
57
Evaluating the intervention for statewide
expansion
  • English speakers tended to share the information
    with spouses Spanish speakers were more varied
    in who they shared it with neighbors/friends,
    children and other family members.

Total exceeds 100 due to multiple responses.
58
Evaluating the intervention for statewide
expansion
59
Evaluating the intervention for statewide
expansion
60
Evaluating the intervention for statewide
expansion
61
Evaluating the intervention for statewide
expansion
  • Across all four rating dimensions, Spanish
    speakers tended to rate the mailer/DVD more
    highly than English speakers Spanish-speaking
    means were in the 9.4 9.9 range, while
    English-speaking means were in the 7.6 8.2
    range.

62
Evaluating the intervention for statewide
expansion
  • Saliency of Diet/Physical Activity Issues
  • The mailing sought to reinforce beliefs about the
    importance of healthy eating and physical
    activity related issues.
  • Saliency was assessed in three ways beliefs
    about most important health problems facing the
    county, most important health risks facing family
    and most important health risks facing children.
  • There is no evidence of intervention effects in
    this area.

63
Evaluating the intervention for statewide
expansion
64
Evaluating the intervention for statewide
expansion
  • There were significant increases in diet or
    physical activity problems over time within both
    the treatment and control samples.
  • There were increases among both the treatment and
    control groups on a number of different outcome
    measures. Some change over time may be due to
    secular trends.
  • Change may also be due to sensitization effects.
    Another factor exposure to Network advertising.

65
Evaluating the intervention for statewide
expansion
  • Health Behavior Changes
  • Although the intent was not to change behavior
    through this single intervention, we included
    measures of behavior change as well as
    contemplation of change.
  • The data suggest that the intervention had no
    behavior change outcomes within the three main
    subsamples. However, there were behavior changes
    among one subgroup Spanish speakers.

66
Evaluating the intervention for statewide
expansion
  • Among Spanish speakers there was a significant
    increase among treatment sample (from 59.1 to
    70.5), but not among control sample. Among
    English speakers, there was no similar pattern.

67
Evaluating the intervention for statewide
expansion
  • Information and Support Seeking
  • The intervention at least indirectly encouraged
    mothers to get information and support with the
    issues it raised. Hence, we included a measure
    on this topic.
  • Study data indicate that the intervention did not
    generate information or support seeking, at least
    in the short term.

68
Evaluating the intervention for statewide
expansion
69
Evaluating the intervention for statewide
expansion
  • Response Efficacy
  • The mailing sought to persuade mothers that they
    could make a difference in eating and physical
    activity practices. We included measures related
    to six specific behaviors in the survey.
  • Almost all mothers believed they could influence
    all of the behaviors overwhelming majorities
    reporting that they had a lot of influence.
  • We found some limited evidence that the mailing
    influenced these beliefs.

70
Evaluating the intervention for statewide
expansion
71
Evaluating the intervention for statewide
expansion
72
Evaluating the intervention for statewide
expansion
  • Importance of Behaviors
  • We included measures assessing the perceived
    importance of a range of behaviors promoted in
    the mailing.
  • As expected, almost all the mothers in the study
    rated all the behaviors as very important ones.
  • There is no evidence of mailer effectiveness in
    this area.

73
Evaluating the intervention for statewide
expansion
74
Evaluating the intervention for statewide
expansion
  • Self Efficacy Beliefs
  • One of the primary objectives of the intervention
    was to influence self-efficacy beliefs.
  • Six self-efficacy measures were included in the
    survey, each focused on a different maternal
    behavior.
  • On three of the six measures we found evidence of
    effectiveness.

75
Evaluating the intervention for statewide
expansion
76
Evaluating the intervention for statewide
expansion
  • More evidence of effectiveness the proportion
    increased among Spanish speakers within the
    treatment sample (43.2 to 57.6) but not the
    controls. There was no similar pattern among
    English speakers.

77
Evaluating the intervention for statewide
expansion
  • There was no increase over time among any of
    the three main sub-samples. Among Spanish
    speakers, there was an increase over time among
    the treatment subsample (67.4 to 77.3) but not
    among the control. There was no similar pattern
    among English speakers.

78
Evaluating the intervention for statewide
expansion
  • Normative Beliefs
  • Changing normative beliefs was another major
    objective of the mailing. As with self-efficacy,
    we included six normative belief measures, each
    focusing on a different behavior.
  • Normative support for behavior change is quite
    low among low-income mothers in California on
    most of the measures only 20 (or less) of
    respondents believed their peers to be very
    serious about adapting the behaviors.
  • On two of the measures we found evidence of
    intervention effectiveness.

79
Evaluating the intervention for statewide
expansion
  • More evidence of effects among English
    speakers, there was a significant increase over
    time among the treatment sample (13.0 to 24.3)
    but not the control. There was no similar
    pattern among Spanish speakers.

80
Evaluating the intervention for statewide
expansion
81
Evaluating the intervention for statewide
expansion
  • Knowledge of Recommended Behaviors
  • Another objective of the intervention was to
    increase knowledge about the recommended eating
    and physical activity practices. We included
    three knowledge measures in the study.
  • The data indicate that the intervention had no
    impact on knowledge levels and that those levels
    are quite low. This is a surprise since the
    mailer/DVD was heavy in information content.

82
Evaluating the intervention for statewide
expansion
  • Any response in the 3.5-5.0 range was
    considered to be correct.

83
Evaluating the intervention for statewide
expansion
  • On this study we considered either 5 or 7 to
    be a correct response

84
Evaluating the intervention for statewide
expansion
  • On this measure we decided to code 30 minutes
    as the correct response.

85
Program BRC Opt-In strategy drove measureable
results
Evaluating the intervention for statewide
expansion
86
Evaluating the intervention for statewide
expansion
  • Objectives
  • Who is taking action (general market, ethnicity
    language)
  • How are they taking action (BRC, Phone, Web)
  • Where are they taking action (Census tracts,
    counties)

87
Evaluating the intervention for statewide
expansion
  • Call To Action BRC

Sources CPNS-RSE
88
Evaluating the intervention for statewide
expansion
  • How Why Direct Mail Fits
  • Mass media inspires and direct mail informs
  • - Tips, recipes, information direct to home
  • Opt-in database, follow-up efforts
  • Qualified tract or household delivery
  • Ability to message to behaviors, cultures and
    languages

89
Evaluating the intervention for statewide
expansion
Overall Mail Opportunities General Market counts
include African American, Asian, others
Based on available mail list record counts with
qualified census tracts or eligible
households. Only those census tracts containing
50 or more individuals below 185 of the Federal
Poverty Level that are considered eligible for
Federal Programs.
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
90
Evaluating the intervention for statewide
expansion
Mail List Distribution General Market counts
include African American, Asian, others
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
91
Evaluating the intervention for statewide
expansion
  • Direct Mail List Quality/Criteria
  • Census Tracts, 185 FPL
  • Household Level
  • - Pre/Post Samples
  • - Ethnicity
  • - Language
  • - DSP/DPV
  • - Segmentation Codes
  • Enables
  • linkage to nutrition related attitudes and
    behaviors
  • BRC responder media habits
  • Post campaign results analysis.

92
Evaluating the intervention for statewide
expansion
  • Results Overall
  • 581,915 Mailed
  • 5,650 BRC Opt In information requests (as of
    Dec 31, 2007)
  • - High opt in rate considering scope of mail
    package
  • - 98 of all info requests came from mailing
  • 14 of BRC requests resulted from pass-along

Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
93
Evaluating the intervention for statewide
expansion
Results Info Requests Driven By BRC
Mail Hits Home
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
94
Evaluating the intervention for statewide
expansion
Results Census Tracts Example
Sources handshake Marketing, SMRB, Claritas
95
Evaluating the intervention for statewide
expansion
Results Diversity Segments
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Does not include 14 pass along from BRC
96
Evaluating the intervention for statewide
expansion
Results Markets
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Does not include 14 pass along from BRC
97
Evaluating the intervention for statewide
expansion
  • Results Language/Channels
  • Hispanics responded at a rate of more than double
    African American and Asian households
  • Bi-lingual treatment in Hispanic version helped
  • Bi-lingual in General Market materials may have
    hurt
  • African Americans favored the 800
  • Or call now in future BRC treatment
  • Very low web site traffic
  • Wealth of information already in package
  • Website value can be more prominent in
    materials
  • Future emphasis important saves on cost and
    fosters pass along

Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
98
Lessons Learned
Evaluating the intervention for statewide
expansion
99
Evaluating the intervention for statewide
expansion
  • Lessons Learned
  • Unsolicited mailing can deliver intervention
    value
  • - Tips, information, tools
  • - Open Rates
  • - Readership Rates
  • Opt in strategy increases intervention value
  • Hand raisers are 10 to 20 times more responsive
    than unsolicited
  • Sources handshake lead remarketing results
    library and direct response industry sources

100
Evaluating the intervention for statewide
expansion
  • Lessons Learned
  • Hispanic targeting/versioning worked
  • - Bi-lingual for Hispanic version only
  • Non responders may need special creative/copy
    treatments
  • - African American
  • - Asian
  • Focus local media and heavy-up expenditures in
    most responsive markets

101
Evaluating the intervention for statewide
expansion
  • Lessons Learned
  • Greater emphasis on website
  • - Download of information
  • - Saves printing expense
  • - Encourages pass along
  • Add 800 call to action to BRC
  • Additional BRC cards can foster higher levels of
    pass along

102
Pre Campaign Inputs
Evaluating the intervention for statewide
expansion
103
Evaluating the intervention for statewide
expansion
Healthy/Unhealthy Profiles
  • Unhealthy Habits
  • - Women with Children
  • - 185 or less FPL
  • - Over-eaters
  • - Diabetes, obesity, other
  • - Bad habits driven by time and financial
    constraints
  • - Do not exercise
  • - No healthcare unless very ill
  • Health Leaders
  • - Women with Children
  • - 185 or less FPL
  • - Healthy Attitudes
  • - Healthy Lifestyles
  • - Concerned with family
  • - Regular checkups

Sources handshake Marketing, SMRB, Claritas
104
Evaluating the intervention for statewide
expansion
  • Consumer definitions directly linked to
  • - Census tracts
  • - Ethnicity/language
  • - Psychographics
  • - Local media preferences
  • - Local activities, interests, retail, events
  • - Direct mail lists

105
Evaluating the intervention for statewide
expansion
Women with children185 FPL
  • Unhealthy Habits
  • - Family Oriented
  • - Advertising receptive
  • - Single parents
  • - Majority uninsured
  • - Health info seekers
  • - Severe health issues
  • - Diet conscious
  • - Frugal shoppers
  • - 18-34 (47)
  • - 26 African American
  • - 29 Hispanic
  • Health Leaders
  • - Family Oriented
  • - Advertising receptive
  • - Privacy matters
  • - Majority Uninsured
  • - Healthy lifestyles
  • - Chronic health issues
  • - Influencers
  • - Volunteers
  • - 25-44 (57)
  • - 30 African American
  • - 36 Hispanic

Sources handshake Marketing, SMRB, Claritas
106
Evaluating the intervention for statewide
expansion
  • Results Footnote Healthy/Unhealthy
  • The Unhealthy targets were 21 more likely to
    send in the BRC as compared to Health Leader
    targets
  • - Suggested mailer resonated with households who
    felt a need and/or there was a void for this
    type of information.

Sources handshake Marketing, SMRB, Claritas
107
Evaluating the intervention for statewide
expansion
Healthy/Unhealthy Concentrations
Example Plumas County is -35 less
concentrated with Healthy leaders (than the
average CA county market) and 56 more
concentrated with Unhealthy.
Sources handshake Marketing, SMRB, Claritas
108
Evaluating the intervention for statewide
expansion
  • Next Level Applications
  • - Recruit Healthy leaders to influence community
  • - Convert Unhealthy into Health Leaders
  • - Understand, target and turn around non
    responders
  • - Target online households to become more engaged
    on website
  • - Progressive and/or selective messages based on
    needs, interests, attitudes and nutrition related
    behaviors.

109
Markets DetailLeave Behinds
Evaluating the intervention for statewide
expansion
110
Evaluating the intervention for statewide
expansion
Overall Mail Opportunities, DMA General Market
counts include African American, Asian, others
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
111
Where They Live Counties
Evaluating the intervention for statewide
expansion
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
112
Where They Live Counties (cont)
Evaluating the intervention for statewide
expansion
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
113
Where They Live Counties (cont)
Evaluating the intervention for statewide
expansion
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
114
Healthy/Unhealthy Concentrations
Evaluating the intervention for statewide
expansion
Sources handshake Marketing, SMRB, Claritas
115
Healthy/Unhealthy Concentrations
Evaluating the intervention for statewide
expansion
Sources handshake Marketing, SMRB, Claritas
116
Healthy/Unhealthy Concentrations
Evaluating the intervention for statewide
expansion
Sources handshake Marketing, SMRB, Claritas
117
4. Discussion
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