soe2015 know your_numbers

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org


Know Your Numbers: How to Quantify Qualitative Data on Media Outreach

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 2

Speakers

Anna Gilbert National Reporting Director, Enroll America

Jessica McCarron Deputy National Press Secretary, Enroll America

Lovemore Masakadza North Carolina Communications Director, Enroll America

James Baumer Development Associate, Enroll America


Agenda

•  Objectives & Expectations •  Introduction of Worksheet •  Step by Step: How to Quantify Qualitative

Parts of your Program •  Case Study: Enroll America’s Earned

Media Tracking •  Impact on: Local Outreach and Engaging

Partners •  Impact on: Fundraising and Development •  Questions


Objectives & Expectations

•  Objectives ü  Learn about how to track hard to track parts

of your program ü  Use goal setting best practices to apply

quantitative analysis to qualitative programs

•  Expectations ü  Get ideas about how to apply this model to

your program


Introduction of Worksheet

1.  What metrics does your program already track?

2.  Where do you track these metrics? 3.  What qualitative priority can you start

tracking? 4.  Develop Plan based on 5 steps above to

track this metric 5.  How will you use this metric in the overall

narrative of your program?


Know Your Numbers: How to Quantify Qualitative Data

HOW TO QUANTIFY QUALITATIVE PARTS OF YOUR PROGRAM

Step by Step:

Anna Gilbert


Tracking Qualitative Parts of your Program

q  Identify a Priority Metric q Define Metric, Geography and Time Period q Create Tracking Method q Set Measurable Goals q Follow Up using Reports and including the metric in

the narrative of your program

5 Steps to Get Started


Step 1 – Identify Priority Metric

Our Mission Enroll America is the nation’s leading health care enrollment coalition. An independent nonprofit, nonpartisan organization, Enroll America works with more than 4,600 partners in all 50 states and the District of Columbia to create cutting-edge tools, analyze data, inform policy, and share best practices in service of its mission: maximizing the number of Americans who enroll in and retain health coverage under the Affordable Care Act.


Step 1 – Identify Priority Metric

•  Conversations with Consumers •  Commit Cards

Consumer Outreach

•  Consumer Emails •  Connector Appointments •  Website Visits

Digital Tools

•  Total Partners •  Meetings held with partners Partners


Step 2 – Define Metric, Geography and Time Period


Step 3 – Create a Tracking System


Step 4 – Set Measurable Goals

Best Practices for Setting Strong Goals ü Helps staff and volunteers prioritize And ultimately be more productive ü Make goals team-oriented and social

ü Choose goals that people will achieve about 50% of the time

ü Set goals over a short timeframe

ü Try to set goals for quality and not just quantity


Step 5 – Follow Up

Ways to Use Your Metrics: •  Progress to Goal Reports •  Cumulative Growth •  Press Stories •  Fundraising Proposals •  Overall Program Narrative



ü  Identify a Priority Metric ü Define Metric, Geography and Time Period ü Create Tracking Method ü Set Measurable Goals ü  Follow Up using Reports and including the metric in





ENROLL AMERICA’S EARNED MEDIA

TRACKING

Case Study:

Jessica McCarron


Earned Media Monitoring

•  Using tools to monitor coverage •  Google Alerts •  Lexis Nexis •  TV Eyes

•  Emailing a daily report of clips


Step 1 – Identify the Priority Metric

Clips •  All earned media mentions of

Enroll America, Get Covered America, or an Enroll America staff member or surrogate speaking on behalf of the organization


Step 2 – Define the Metric

1

2

3

4

5

6

Clips

Location: State & DMA

Type of Media: Print, TV, Radio, LTE, Op-Ed

Outlets and Reporters

Date

Favorability: Positive, Neutral, Negative

Performance


Step 3 – Develop a Tracking System

Data Entry

Database and Reporting Daily Clips Email



Miami/ Fort Lauderdale

Jacksonville

Other

Orlando

Palm Beach Tampa

Tier 1 FL -‐ Miami/Fort Lauderdale Tier 1 FL -‐ Orlando Tier 1 FL -‐ Tampa Tier 2 FL -‐ Jacksonville Tier 2 FL -‐ Palm Beach Tier 3 FL -‐ Other



OE2 Goals Period (Nov. 15, 2014 – Feb. 28, 2015)

DMA Print/ Online TV Radio

Print/ Online - Spanish

TV - Spanish

Radio - Spanish

Radio – Const.

Print/ Online Const. LTE Op-Ed


10 8 3 6 6 6 3 3 2 2

Orlando 10 8 3 4 3 2 3 3 2 2

Tampa 10 8 3 3 3 1 1 3 3 1

Jacksonville 5 4 2 1 0 1 3 2 2 1

Palm Beach 5 4 2 2 0 2 4 2 1 1

Other 3 3 1 0 0 0 1 1 2 1 Total

43 35 14 16 12 12 15 14 12 8



OE2 Goals Period (Nov. 15, 2014 – Feb. 28, 2015)

DMA

Print/ Online % to Goal

TV % to Goal

Radio % to Goal

Print/ Online

Spanish % to Goal

TV Spanish

% to Goal

Radio Spanish

% to Goal

Radio Const.% to Goal

Print/ Online

Const. % to Goal

LTE % to Goal

Op-Ed % to Goal


300% 63% 100% 33% 100% 67% 133% 100% 50% 50%

Orlando 120% 63% 67% 75% 67% 50% 67% 67% 100% 100%

Tampa 120% 25% 67% 33% 167% 200% 100% 100% 67% 100%

Jacksonville 100% 175% 100% 100% -- 100% 67% 50% 0% 200%

Palm Beach 120% 75% 50% 0% -- 50% 50% 50% 0% 0%

FL - Other 367% 300% 0% -- -- -- 0% 100% 50% 0%

Total 176% 86% 71% 44% 108% 75% 73% 79% 50% 75%


Other Takeaways

•  Of those who enrolled during the first open enrollment period, news was the top source of information (39%).

•  During OE2 itself, the average number of earned media stories per month increased by 19 percent compared to OE1, driven by an increase in local coverage.


Other Takeaways

Identifying Other Metrics

•  Communicators Recruited

•  Media Partnerships

•  Reporters Educated



LOCAL OUTREACH AND ENGAGING PARTNERS

Impact on:

Lovemore Masakadza


Effective use of Metrics in North Carolina


Strategic Planning

Working on State Plan


Partners Engagement

•  Media trainings •  Communicators’ feedback


Constituency Media

•  Spanish-coordinated stories •  Spanish radio shows •  African-American radio shows •  African-American newspapers


Outreach

•  Enrollment events •  Field consumer goals



FUNDRAISING AND DEVELOPMENT

Impact on:

James Baumer


Impact and Use for Fundraising

Supporting Your Narrative

•  Being able to explain how critical earned media, coordinated stories and other media outreach is not only a metric, but supports your core program

•  E.g. using media to promote and increase attendance at enrollment events, using media outlet as a vehicle for providing enrollment information

•  A way of reaching key constituencies where they naturally go for information


Impact and Use for Fundraising

Making Communications Data-Driven

•  While earned media mentions, clips and coordinated stories have varying levels of qualitative value, setting goals for media outreach adds another layer to your pitch

•  Holds you accountable to keeping up an aggressive

media outreach strategy

•  Various ways of reporting out on these metrics – OE1, OE2, Radio, TV, etc



ü  Identify a Priority Metric ü Define Metric, Geography and Time Period ü Create Tracking Method ü Set Measurable Goals ü  Follow Up using Reports and including the metric in




Using Data to Support Partner Coordination

•  Thursday – 2:15PM – 3:15PM •  Congressional A (Ballroom Level)

What We Know & How We Learned It

•  Friday – 10:15AM – 11:45AM •  Mt. Vernon B (Meeting Room Level)

Know Your Numbers: How to Quantify Qualitative Data on Media Outreach

•  Friday – 2:15PM – 3:15PM •  Mt. Vernon A (Meeting Room Level)

Other Data & Analytics Workshops


Getting Started with Google Docs

•  Friday – 10:15AM – 11:45AM Get Covered Data Interactive Demonstration

•  Thursday – 2:15PM – 3:15PM •  Friday – 2:15PM – 3:15PM

Get Covered Academy Learning Lab Meeting Room 16

Data & Analytics Interactive Trainings


New training resources

•  Highly customized, action-oriented •  New suite of training services

•  Goal-setting •  Planning •  Coaching •  In-person training

FOR MORE INFO –

[email protected]

soe2015 know your_numbers

Documents

covered america

program step

qualitative priority

tracking qualitative

qualitative data

priority metric qdefine

program qidentify

program use goal