BlueCross BlueShield

Scope

With the passage of the Affordable Care Act and the rollout of healthcare exchanges, Blue Cross BlueShield of Texas launched the non-profit Be Covered coalition to educate the public about health insurance and the enrollment process. The campaign was particularly focused on the under‑privileged, many whom would qualify for cost-sharing subsidies, and sought to empower them to make informed health care decisions. 

Role

BlueCross BlueShield of Texas is the state’s largest insurer. Working with BlueCross BlueShield, Outreach Strategists created a campaign in Houston and Dallas [the states’ two most populous cities] to educate consumers about the Affordable Care Act and create awareness around the health care exchange markets. We built and drove a grass‑tops healthcare coalition of over 160 community partners, including non-profits and faith groups, who shared critical information with their constituents. Community partners were provided with regular, up-to-date talking points and collateral materials, and these efforts were supported by active social media and earned media campaigns to create a wrap-around narrative that would communicate the importance of enrollment and critical deadlines across multiple mediums. 

Outcomes

Be Covered partners and staff participated in and distributed information at more than 500 public events in targeted communities, driving awareness and participation among traditionally hard to reach communities. Community partners shared information and multi-language collateral through e-blasts, social media, and digital and print newsletters. In total, the campaign reached an estimated 670,000 people through trusted messengers, which led to an increase in ACA enrollments that exceeded initial expectations. 

This successful program ran for three years, and our firm was recently retained to reinitiate the program, following a dip in health insurance enrollments in 2018.

Video

Alamo Promise

Scope

The Alamo Colleges in San Antonio were planning to unveil their new Promise program, a last-dollar scholarship program for select graduates of San Antonio public high schools. The program was to launch in concert with the start of the 2019-20 academic year for graduating high school seniors.

The leadership of the Promise program retained Outreach Strategists to evaluate the potential program offering. After conducting rigorous intake interviews with stakeholders and program staff, Outreach Strategists developed a series of qualitative exercises to measure opinion, test collateral, and evaluate potential interest in the program.

Role

Outreach Strategists organized focus groups with the three key audiences for the organization: high school students, parents (in English and Spanish), and high school teachers. The groups evaluated whether attending a community college was seen as a positive step to a better future, the impacts of economic considerations like tuition and debt on the decision to continue an education beyond high school, and tested content and collateral to evaluate the dimensions of the Alamo Promise program.

Outcomes

The research informed subsequent programmatic design, including more accessible terminology, better visual representations, and explainer videos in English and Spanish for potential applicants and their families. 

Outreach Strategists also confirmed how teachers could serve as effective vectors for increased applications by students seeking to find a post- secondary path, and identified significant skepticism from parents as a barrier to participation unless they received much more information about the program’s offerings and opportunities.

In the first year, more than 8,000 eligible applicants (out of nearly 10,000 High school seniors in participating schools) had taken the first step in the process; far greater than the 50 percent participation rate the program had anticipated prior to our engagement.

Built community support for Facebook’s cutting-edge digital wallet technology

Outreach Strategists is leading and implementing a community engagement initiative focused on diasporic communities and remittances (sending money to a person in another country).

Working with partners and contacts in the Los Angeles area, home to one of the largest and most diverse immigrant populations in the county, we have organized an ongoing series of roundtables, both in-person and digital, to discuss remittances and the digital wallet solution.

Facebook uses the consensus built from these roundtables to demonstrate support for their product.

Scope

Hurricane Harvey devastated the Houston region in 2017 delivering unprecedented amounts of flood damage to homes large and small. In early 2019, Harris County and the City of Houston (COH) were awarded approximately $1 billion dollars each in federal funding from the U.S. Department of Housing and Urban Development to set up programs with these funds to provide homeowner assistance to those affected. Homeowners turned to the disaster recovery programs Project Recovery Harvey run by Harris County and Build it Forward run by the City of Houston to apply for assistance on their road to recovery. The City of Houston and Harris County looked to Outreach Strategists to raise awareness of this much needed funding.

Role

Outreach Strategists engaged in various roles within the county and city programs to help applicants get started in the process as quickly as possible. Our primary role was to manage outreach and engagement for Project Recovery Harvey run by Harris County while our role in Houston’s Build it Forward program was to coordinate a citywide canvassing initiative. 

Over the course of our outreach, we presented at over 200 community events across Harris County delivering presentations and doing pre-application intake, the first step toward assistance. Through our efforts, more than 8,000 people filled out a pre-application, exceeding the goal for the program.

Because of our close ties to local community organizations, we recruited and engaged local partners that know their neighbors best, as experts in their community to help spread the word to those affected. We also developed original social media content that they shared across several platforms including Facebook, Twitter, and Nextdoor. 

Outcomes

Over the course of a year, we engaged approximately 180 organizations to share information about Project Recovery including 217 social media posts, spoke at over 200 community events, and secured 27 media hits worth $196,000. Through our outreach, more than 8,000 people filled out a pre-application for assistance in Harris County’s Project Recovery Harvey program. For Houston’s Build it Forward program, we knocked on over 180,000 doors and helped over 6,000 people apply for assistance. This resulted in the number of applications necessary for both the city and the county to determine eligibility and get homeowners one step closer on the road to recovery. 

Videos:
https://youtu.be/6PyVlVgPN2k
https://youtu.be/T_jIrvjTesI

Scope

The Takata Airbag Recall is the largest automobile safety recall in U.S. history. When deployed, these defective airbags can launch metal shrapnel at the driver and passengers in a vehicle, potentially injuring or even killing them. The Houston-Harris County region had the largest number of unrepaired airbags in the nation and the federal monitor considered the region to be its top area of concern. The federal monitor tasked Outreach Strategists with developing a plan to build public engagement and awareness of the recall and the life-saving remedies available to vehicle owners.

Role

Leveraging our institutional knowledge and connections throughout Houston-Harris County, we built a coalition of diverse leaders–both community and elected–and stakeholders throughout the region. We supported these coalition members in developing messaging, providing talking points, and collateral materials. Initial rollout of the Airbag Recall campaign launched by a press conference at Houston City Hall generated significant press coverage and immediately elevated the issue in the public conversation. As we continued to develop our engagement efforts, particularly focused on minority and low-income communities, we created a first‑of‑its‑kind canvass campaign for the recall, leveraging the depth of data available to the federal monitor to send trained professionals directly to the doors of owners of recalled vehicles.  

Outcomes

Outreach Strategists has built a coalition of over 140 community leaders, organizations, non-profits, and faith groups across the Greater Houston region to create awareness of this life-saving recall and remedy. We further led our community coalition in developing a grassroots outreach plan in partnership with local elected leaders. Our canvassing campaign, the first of its kind for a product safety recall, has reached out to 135,000 households and has a conversion rate of over 80% when we reach people at their residences. Based on the success of this campaign, our engagement model is currently being implemented in the Los Angeles CA–and Fort Lauderdale, FL–regions.

Branding / Digital Marketing / Social Media / Printed Material

Our main objective was to develop and implement an engagement strategy for unrepaired Mazda vehicles affected by the Takata airbag recall in Texas. This involve priming the turf with a mail campaign coupled with community outreach and direct contact with vehicle owners to facilitate repairs. We canvassed through the Austin, Dallas, Houston, and San Antonio regions. The use of collateral was critical to achieve our goals.