Outreach and Marketing Strategies

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In order to achieve visibility and trust, ADRCs and CLPs can use social marketing strategies to raise awareness among older adults, people with disabilities, family caregivers, and professionals. Social marketing involves the use of strategies like advertising, public relations, and media advocacy. Some of the most common marketing and outreach tools used by ADRC and CLP programs include: websites, brochures, presentations, trainings, health fairs, radio and TV ads, billboards and newsletters. ADRCs and CLPs can target “critical pathway” providers such as hospitals and physicians and encourage satisfied users of the ADRC or CLP to spread the world about the program to friends and family.

We invite you to explore the resources on this page about marketing and outreach, including many example materials developed by grantees. We also encourage you to access the peer-to-peer exchange if you would like to post a question or comment for response from other website users. You may also contact the Technical Assistance team at adrc-tae@lewin.com.

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National Resource Center on LGBT Aging

Source: SAGE
The National Resource Center on LGBT Aging is the country's first and only technical assistance resource center aimed at improving the quality of services and supports offered to lesbian, gay, bisexual and transgender (LGBT) older adults. Established in 2010 through a federal grant from the U.S. Department of Health and Human Services, the National Resource Center on LGBT Aging provides training, technical assistance and educational resources to aging providers, LGBT organizations and LGBT older adults. The center is led by Services & Advocacy for GLBT Elders (SAGE) in partnership with 10 leading organizations from around the country.
(External Link)
Associated Date: March 2012

TAE Training Handouts: ADRC Overview Handouts

Source: Technical Assistance Exchange
This series of handouts was developed by the TAE to be distributed in conjunction with ADRC training sessions. Topics covered are an ADRC Overview, Options Counseling, Sustainability, Partnership, Social Marketing, Care Transitions, and Serving Private Pay Consumers. Grantees may find them useful for quick reference.
(PDF) Caption: ADRC Overview
(PDF) Caption: Options Counseling
(PDF) Caption: Partnership
(PDF) Caption: Private Pay
(PDF) Caption: Social Marketing
(PDF) Caption: Care Transitions
(PDF) Caption: Sustainability
(Word) Caption: ADRC Overview
(Word) Caption: Options Counseling
(Word) Caption: Partnership
(Word) Caption: Private Pay
(Word) Caption: Social Marketing
(Word) Caption: Care Transitions
(Word) Caption: Sustainability
Associated Date: May 2010

ADRC-TAE Issue Brief - Health Literacy

Source: ADRC-TAE
ADRC staff must understand health literacy in order to conduct successful outreach to ADRC target audiences, provide culturally competent care, and gain community trust. This brief provides an overview of health literacy and its relevance to ADRCs and suggests action steps to address health literacy issues.
(Word)
(PDF)
Updated April 3, 2009

ADRC-TAE Issue Brief - Private Industry Lessons: Branding and Marketing

Source: ADRC-TAE
This ADRC-TAE issue brief covers the issue of branding ADRCs. Branding is one strategy ADRC's can use to help build the Resource Center awareness and acceptance among clients, consumers, partners, and other stakeholders as trusted resources for long-term supports and services. Effective branding creates awareness of who you are, what you stand for and what unique and meaningful benefits you can deliver.
(Word)
(PDF)
Updated March 6, 2008

TAE Issue Brief - Marketing to External Audiences

Source: The Lewin Group, ADRC-TAE
The twofold purpose of this brief is to familiarize grantees with the principles of social marketing; and to provide a brief overview of the key steps involved in developing and implementing a social marketing campaign.
(Word)
(PDF)
Updated November 20, 2007

Florida CLP media

Source: Florida
This collection of media materials about Florida's Community Living Program includes an article from the Spring 2011 Elder Options Newsletter, a newspaper brief submitted to the Ocala Star Banner, a press release, and a script for a radio public service announcement.
(PDF) Caption: CLP article Elder Options Spring Newsletter
(PDF) Caption: Florida Press Release
(PDF) Caption: Florida Radio PSA Script
(PDF) Caption: Ocala Star Banner brief
Associated Date: May 2011

SD ADRC Focus on Abilities Newsletter
Source: SD Coalition of Citizens with Disabilities
This article from the November/December 2011 issue of the South Dakota Coalition of Citizens With Disabilities (SDCCD) newsletter, Focus on Abilities (http://sd-ccd.org/home/news/focusonabilitiesnewsletter/) provides a basic overview of the SD ADRC.
(PDF)
Associated Date: December 2011

Vermont's Focus Groups and Interviews about Long Term Care Services and Supports

Source: Vermont
The Vermont ADRC partners and the Vermont Department of Disabilities, Aging and Independent Living (DAIL), commissioned Fifth Element Associates to conduct a series of focus groups and interviews with specific consumer populations (adults 70 plus years, adults with disabilities, caregivers of family members in these groups, including immigrants) who were not currently utilizing State provided long-term, personal care services and support. The objectives were to 1) determine levels of awareness and knowledge of existing long-term, personal care options and exploring specific barriers to access; 2) identify ways in which potential consumers seek and access services and supports; and 3) explore and provide guidance on the most effective and valued communication and marketing approaches. These documents include the Executive Summary and the Final Report of Vermont’s Research Findings.
(PDF) Caption: Research Findings
(PDF) Caption: Executive Summary
Associated Date: March 2011

Connecting Generations Video Challenge
Source: AoA
Cast your vote for the submission that best reflects the Older Americans Month 2011 theme—Older Americans: Connecting the Community. You will need to create a Challenge.gov account to vote.

The public voting period runs from May 20, 2011 through 11:59 p.m. EDT on May 27, 2011. Winners will be announced on May 31, 2011. The winning team will receive public recognition from the Administration on Aging.

(External Link)
Associated Date: May 2011

National Center for Benefits Outreach and Enrollment Issue Briefs
Source: National Center for Benefits Outreach and Enrollment
The Center produces and disseminates a variety of written materials about critical issues related to benefits outreach and enrollment. In our issue briefs, experts examine selected topics related to benefits access and offer examples of successful practices to find, enroll and retain seniors and young adults with disabilities in key benefit programs.
(External Link)
(PDF) Caption: Data Driven Strategies to Enhance Outreach, Enrollment, Retention
(PDF) Caption: Assisting LIS beneficiaries who lose their deemed status
(PDF) Caption: Benefits among isolated seniors
(PDF) Caption: Deputizing community-based organizations
Associated Date: May 2011

Using Data-Driven Strategies to Enhance Benefits Outreach, Enrollment, and Retention Activities

Source: National Council on Aging
This Issue Brief discusses the advantages of using data-driven
activities and offers examples of current strategies to improve outreach, enrollment, and retention using data from a variety of sources. It also explores how these types of activities
can be expanded and enhanced.
(External Link) • File type: pdf
Added December 2, 2009

ADRC 101, Riler, Smith and Gorden - 2008 National Meeting

Source: ADRC, The Lewin Group
This is the Bob Riler's, Laura Smith's and Tricia Gorden's presentation for the Introduction to ADRC session at the 2008 National Meeting.
(Powerpoint)
(PDF)
Associated Date: October 01, 2008

Low-Cost Marketing Strategies - Monthly Call Summary - October 4, 2007

Source: ADRC-TAE
These call notes summarize discussion from the October 2007 Monthly TA Call on Low-Cost Marketing Strategies.
(Word)
(PDF)
Associated Date: October 04, 2007

Idaho Performance Measures

Source: Idaho ADRC
This is a grid of goals and performance measures for Idaho's Aging Connections that are a part of legislative reporting.
(Word)
(PDF)
Updated February 8, 2011

Marketing the Decentralized ADRC Concept

Source: The Lewin Group, ADRC-TAE
This presentation on conceptualizing the decentralized ADRC model was created for the October 11, 2007 Multi-Agency Peer Workgroup Call.
(Powerpoint) Caption: Marketing the Decentralized Concept
(PDF) Caption: Marketing the Decentralized Concept
Associated Date: October 11, 2007

Marketing and Branding ADRCs - Pilot Site Call Notes - March 15, 2007

Source: ADRC-TAE
These are summarizing notes from the Pilot Sites Peer Workgroup call on March 15, 2007 on marketing and branding ADRCs.
(Word)
(PDF)
Associated Date: March 15, 2007

Marketing and Branding ADRCs - Pilot Site Presentation - March 15, 2007

Source: ADRC-TAE
This is Gilbert Thompson's presentation for branding ADRCs from the March 15, 2007 Pilot Sites Peer Workgroup call.
(Powerpoint)
Associated Date: March 15, 2007

Marketing and Branding ADRCs, Catherine Hunt - Pilot Site Presentation - March 15, 2007
Source: Catherine Hunt
This is Catherine Hunt's presentation from the March 15, 2007 Pilot Sites Peer Workgroup call on branding ADRCs.
(Powerpoint)
Associated Date: March 15, 2007

Social Marketing for ADRC Grantees Presentation

Source: The Lewin Group, ADRC-TAE
This presentation talks about different aspects of social marketing.
(Powerpoint)
(PDF)
Associated Date: June 01, 2004

Presentation on Naming, Branding, and Marketing the Maryland ADRC Project

Source: Maryland ADRC
This presentation by the Maryland ADRC walks through the process used for selecting a name and website address for their ADRC.
(Powerpoint)
(PDF)
Updated February 10, 2009

Outreach and Marketing: Developing Marketing Tools at the Local Level - Pilot Site Call Notes - July 21, 2005

Source: The Lewin Group, ADRC-TAE
These notes provide an overview of the recent pilot sites peer workgroup discussion on outreach and marketing.
(Word)
(PDF)
Associated Date: July 21, 2005

Introduction to Social Marketing - Monthly Call Summary - June 3, 2004

Source: The Lewin Group, ADRC-TAE
Notes from the TAE Monthly Conference Call on Social Marketing that was held on June 3, 2004. Prepared by: ADRC-TAE, The Lewin Group.
(PDF)
(Word)
Associated Date: June 04, 2004

Introduction to Social Marketing - Call Audio - June 4, 2004

Source: The Lewin Group, ADRC-TAE
Audio recording of the TAE Monthly Grantee Teleconference on Social Marketing held on June 4, 2004.
(Internal Link)
Associated Date: June 04, 2004

Resources from the ADRC-TAE June 2004 Social Marketing Call

Source: The Lewin Group, ADRC-TAE
This page about the June 2004 Standing Grantee Call on Social Marketing includes links to all call resources. During the seminar on June 3, 2004, Sharyn Sutton and Deborah Briceland-Betts from the Sutton Group presented information on social marketing.
(Internal Link)
Associated Date: June 01, 2004

Presentation: Social Marketing for ADRC Grantee One Stops
Source: The Sutton Group
Power Point presentation on Social Marketing that was prepared and used by Sharyn Sutton and Deborah Briceland-Betts for the TAE Monthly Grantee Teleconference call on June 3, 2004.
(Internal Link)
Associated Date: June 03, 2004

Turning Point Foundation
Source: Turning Point Foundation
A guide to social marketing, free CD-Rom tutorial, articles, and links to resources.
(External Link)
Updated November 20, 2007

Social Marketing Place
Source: Social Marketing Place
Nedra Klein Weinreich's website on social marketing with definitions, articles, and links.
(External Link)
Associated Date: June 01, 2004

The Sutton Group
Source: The Sutton Group
Presentations and articles on social marketing.
(External Link)
Updated November 20, 2007

The Community Toolbox: Social Marketing of Successful Components
Source: University of Kansas
This page in the Community Toolbox website provides an introduction to social marketing. In addition, the Tool Box provides over 7,000 other pages of practical information to support work in promoting community health and development. The focus is on specific practical skills, such as conducting a meeting or participatory evaluation, that help create conditions for health and human development.
(External Link)
Updated January 17, 2008

Social Marketing Institute
Source: Social Marketing Institute
This website on social marketing provides conferences, success stories, articles, links.
(External Link)
Associated Date: June 01, 2004

Centers for Disease Control and Prevention Social Marketing Page
Source: Centers for Disease Control and Prevention
Brief description of social marketing and link to pages on the CDC's brand of social marketing, prevention marketing.
(External Link)
Updated November 20, 2007

FAQ: Funding Source Attribution
Source: Administration on Aging
Should ADRCs attribute AoA and CMS as funders in ADRC outreach materials and other activities?
(Internal Link)
Updated February 10, 2009

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