Author: AllOver Media

Open Enrollment Marketing

Posted on by AllOver Media

State and local agencies along with supporting organizations are pulling together plans for driving Open Enrollment sign-ups this Fall. Starting November 1 through December 15, people can sign up for coverage through health insurance marketplaces. 11 states run their own exchanges, the other 39 use Healthcare.gov. States are working towards lowering the number of uninsured and reducing the overall costs of healthcare.

HealthCare.gov
Image: Joe Raedle/Getty Images

Marketing Open Enrollment

Outreach, PR, and advertising are tactics used by states to drive awareness. States using the federal exchange saw marketing dollars from the federal government cut by 90 percent last year. To fill the gap they are pulling together a mix of state funds and volunteer organizations to continue to reach the uninsured with information about signing up. Groups like Cover Texas Now, a coalition of consumer and faith-based organizations, have formed to pull together volunteers to help.

Marketing budgets vary in states that run their own exchanges. They are independent in planning and executing their strategies. According to Peter Lee, executive director of Covered California, their state plans on spending $111 million on outreach that includes TV, out-of-home, and experiential marketing.

Reaching The Uninsured

It can be challenging to reach uninsured people that are typically underserved. They are not a priority for traditional media. AllOver Media has the ability to reach these markets and deliver messages about healthcare options. We work with state and local governments across the U.S. to help deliver information about health initiatives that get people to take action. Gas station advertising, indoor advertising, and door hangers are efficient and effective ways to reach local populations.

Prepaid Wireless Competition Heats Up

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Prepaid Growth

Prepaid wireless and no-contract mobile services continue to grow in popularity. Forecasts indicate this trend shows no signs of slowing down. Even major providers like Verizon have embraced prepaid plans. Prepaid customers, who typically bought less pricey phones upfront, generally were provided slower data services. But that’s changing. In the past prepaid customers generally were provided slower data services. Roger Entner, chief analyst at consulting firm Recon Analytics explains that “prepaid users are getting more 4G data at cheaper rates than ever. When you look at the fighter brands (Cricket and MetroPCS, the most aggressive), you see the old days of prepaid being more expensive (per megabyte) than postpaid are gone.”

Getting Customers To Switch

At any given time, over 25 million people in the U.S. are planning on changing their wireless provider. That presents both a challenge and an opportunity for carriers that want to keep their current customers but also add new ones. Since prepaid wireless customers aren’t under any contract, the opportunity to get them to switch carriers any given month is constant.  T-Mobile CEO John Legere has indicated that he expects the prepaid battle to heat up.

“We’re killing it in prepaid,” Legere said. “The majority of our growth is on MetroPCS, as opposed to our other brands.”

Prepaid Wireless Marketing

In the past providers drew distinct lines between their prepaid and postpaid customer segments. Marketing lines have now blurred, analysts say. Many prepaid plans renew automatically every month. Phone financing plans still lock in postpaid subscribers, but it’s easier for consumers to exit deals. Marketing priorities are now aligning with trends showing prepaid growing at a rapid pace. In 2016 the big four U.S. carriers added about 2 million net prepaid subscribers over the first nine months of the year, translating into year-over-year growth of about 70%. In comparison, postpaid subscriber growth slowed down by 30% year-over-year during the same period. Winning the prepaid market is now a key to growth for any wireless carrier.

Looking for ideas on marketing wireless services? Take a look at some of our capabilities and examples of our work.

Driving Tourism With Truckside Advertising

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Memorial Day weekend marks the unofficial start of the summer vacation season. Family vacations, weekend adventures and trips to the cabin all make up part of the 1.7 billion personal trips for leisure purpose logged in the U.S. last year (1). State and local tourism agencies across the country are vying to attract travelers and the discretionary dollars they spend on food, lodging and activities. Each has a story to tell about why they can offer the experience people are searching for. Many need to create awareness for what they can offer prospective visitors and change existing perceptions about their destination. Truckside advertising is a powerful option for tourism marketers.

South Dakota Tourism ad on a box truck wrap

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OOH Gets an ‘A’ With Back-to-School Shoppers

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Back-to-school and college shopping means big business for retailers. It ranks second only to the winter holidays with a total combined spend (college and high school) expected to reach $83.6 billion. According to Deloitte, 50% of school related annual spending happens during B2S. Reaching shoppers at the right time and place is critical to seasonal success.

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Healthcare Marketing Trends

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Getting people to think about their health and take positive action is a challenge in healthcare marketing. According to Managed Healthcare Executive, most people believe they are much healthier than they really are. They describe the “dilemma of ‘health inertia’…getting people to face personal health challenges, adhere to a plan of action, and stay motivated to proactively deal with their health.” Yet most of what we see in messages from healthcare providers focuses on educational-based efforts and overly clinical details about conditions and treatment. In their analysis, providers need to focus on communications that reach people on an emotional level that inspires action.

Healthcare Marketing

Wellness Initiatives

Many providers are focusing efforts on wellness to connect with their community. This includes offering classes on exercise and nutrition. In a recent whitepaper from Smith and Jones, they make the case that healthcare organizations need to take this a step further through more collaboration with organizations and consumers in their markets. People may be more inclined to take steps to improve their health when they see accessible program options that are focused on positives.

Using Social To Drive Engagement

Another growing healthcare marketing option for reaching people is social engagement. Current trends show the value of healthcare companies building their own social communities to interact directly with consumers. Creating stronger relationships improves participation in health initiatives and provides opportunities to more closely monitor current health issues locally. Participants can be motivated by activities like healthy reward programs, community competitions, and gamification.

How can a healthcare provider get the word out about the services they provide to people that are most likely to be responsive? Out-of-home advertising has proven to be an effective way for healthcare providers to reach their core community, inspire people to take action, and drive both online and social media engagement.

Click here to see examples of our work.

Convenience Store Advertising: What Can It Do For Your Business?

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Many businesses benefit from convenience store advertising (C-Stores) because we can successfully reach the right audience for you. We can help you get a mass amount of visibility out into a market very quickly and communicate a promotion or brand message to the people you need to influence. The average consumer stops within 1-2 miles of where they live and work. We use this location information to target your ads by age, income, ethnicity, and more.

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College Enrollment Marketing and OOH

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Enrollment marketing is a challenging process. Choosing where to go for post-secondary education is a big decision that often spans years. More high school grads are going to college than ever, and competition is increasing between schools to land candidates.

Colleges and universities continue to evolve in their approach to attract prospective students. Understanding how high schools students make their decision is a first step in building an effective marketing plan.

High School Grads

Location Is a Major Driver

A recent Washington Post story dug into how high school students evolve in their college preferences. They found that as freshman, simple name recognition drove the popularity of most schools. Ivy League schools populate the top 20 colleges preferred nationally. Their data shows “the percentage of the top 20 colleges nationally that are in-state shifted from about a third (34 percent) as high school freshmen to almost half (47 percent) as high school seniors.”

Taking region into account, the top 20 lists are also greatly influenced by location. High school seniors in western states prefer California colleges and universities. Only four of the top 20 colleges come from outside California and just two colleges are located outside the west region.

Social Media Influence

Gen Z increasingly uses mobile and social to explore school options and decide where to attend. According to the National Association for College Admission Counseling, social channels are most important to prospective students as they hone their list of potential schools. Early in the process they rely more on school websites and online college search tools. Once that task is done, they want to understand what it’s really like at each of their potential choices and determine best fit. Gil Rogers, director of marketing for the National Research Center for College and University Admissions states “It’s not until later that students turn more to social channels for guidance. Social is more of a decision-driver than a discovery engine.”

OOH In the Enrollment Marketing Mix

Place-based media like OOH can be great for reaching high school students early in the enrollment marketing process to gain name recognition. Later it can influence decisions about what school to attend as high schools seniors gravitate towards schools closer to home.

Once they are down to their final school list and use social media and other online sources to determine which school is the likely best fit, out-of-home advertising can also help drive activity.

According to a new study released by Nielsen, after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format

  • Nearly five in 10 people used Google, Bing, Yahoo, or another Internet search engine to look up information.
  • Nearly 40 percent have visited a Facebook page or posted a message on Facebook after seeing an OOH ad.
  • 23 percent of adults have posted a message on Twitter, and 25 percent posted something to Instagram.

To learn more about our capabilities, contact us. We can help:

  • Increase awareness for colleges and universities
  • Drive inquiries and enrollment in specific programs
  • Support recruiters with timely messaging

Using Indoor Advertising for HIV Prevention Education

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State programs have been ramping up advertising. Their health campaigns provide crucial messaging to raise awareness and promote preventable care for HIV. Many are including Indoor Advertising in their media mix, an engaging option that efficiently reaches the right audience.

Focused Targeting 

The LGBTQ community has the highest HIV transmission rate among any demographic group and is a priority for these programs. The CDC has found gay and bisexual men account for 70% of new HIV infections. Programs focus on steering the community to talk more opening about HIV. One in six gay and bisexual men living with HIV are unaware they have it. Many of the messages encourage prevention education, testing, treatment and directing to available resources.

Indoor Advertising - Poster

Multiple Touch Points

Indoor ads are a straightforward way to put the message directly in front of an audience. Government groups are working with AllOver Media to concentrate on cities, zip codes, and neighborhoods throughout the country. We assist with selecting well-known gay bars and restaurants utilizing indoor advertising and place multiple messages across the venue. Options include messaging on coasters, table tents at their seat and posters in the restroom. Indoor ads are introduced throughout their experience without being annoying.

Indoor Advertising - Coasters

In 2009, the CDC released the value of preventable care and the impact it has had on the community. Between 1991 – 2006, the medical cost savings from prevention is estimated at $129.9 billion including avoiding 361,878 new HIV infections. Continuous education will only help increase those numbers. To learn more information about preventable care, go to HIV.gov

Indoor Advertising - Poster

Marijuana Campaign Drives Social Media Activity With Truckside Ads

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Recreational marijuana became legal in California on January 1, and the cannabis industry is rolling into action. MedMen, the state’s largest retailer and operator of 18 facilities nationwide, is coming out of the gate with a promotional campaign to bring their brand into the mainstream. They have launched what they’ve described as the largest-ever marijuana marketing campaign in history.

MedMen kicked things off with billboards in iconic locations in LA like the Whiskey a Go Go, and soon followed up with bar media and truckside advertising, which are essentially mobile billboards that move their message all over Los Angeles. Messaging does not focus on stereotypical themes like marijuana leaves. They’ve focused on highlighting the ways their products can be used with the tagline “Heal. Relax. Shop. It’s Legal”. The ads are designed to help people identify with the customers that use their products. “They are real MedMen customers, like Royal CBD“, said Daniel Yi, the firm’s vice president of corporate communications. “This is not about marijuana.”

MedMen Truckside Ad

Driving Social Activity

Once the ads hit the streets, they immediately started attracting attention. People are sharing their excitement on social media with friends and helping spread the message for MedMen. Here are some great examples of how great out-of-home creative can be a source of influencer-driven marketing:

Out-of-home advertising is known for driving online search and social activity. Advertisers who integrate their OOH, mobile, and social marketing activity can reap the rewards of this complementary pairing of platforms and encourage people to help spread the word about things they are passionate about.

Venue Spotlight: TCF Stadium in Minneapolis, MN

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On March 17, a crowd will start a mile away and chant their way to TCF Stadium on the University of Minnesota campus. That Saturday will be the home opener for Major League Soccer team Minnesota United FC kicking off their second year at TCF Stadium. Last year MN United brought in an average of 20,538 supporters per game, totaling 349,138 fans their inaugural season. The stadium will host 17 home games and 1 international friendly (opponent yet to be announced) between March and October.

MN United Supporters, Credit: Jeremy Olson – ISIPhotos.com

MN United FC draws a unique collection of supporters from all different backgrounds around the Twin Cities. On game day you’ll find the diehard supporters in the Dark Cloud section, corporate outings, families who are experiencing the game for the first time, as well as groups of international fans there to see their favorite players.

NCAA Football: Air Force v Minnesota

In addition to the events and concerts TCF Stadium hosts throughout the year, it is primarily the home of the University of Minnesota Golden Gophers Football team. First home game of the season is Aug 30, 2018 and running through the end of November. The Gophers drew 310,506 fans for the 2017 season, averaging an attendance of 44,358 per game. A partnership with AllOver Media allows access to an exclusive advertising space within TCF Stadium, including standard indoor advertising sizes and large format wallscapes.

Contact us today to learn about our limited ad packages currently available for the March – December season!

Minnesota Gophers Stats
2017 MLS Attendance