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PACE: Reach Family caregivers via Enewsletters


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Created specifically for Marketing and Intake managers at PACE programs to help them reach adult daughters and sons earlier in the caregiving process. This presentation covers demographics of Internet and email users, as well as 4 strategic steps needed to launch an e-newsletter.

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PACE: Reach Family caregivers via Enewsletters

  1. 1. E-newsletters: Reaching Boomer Daughters & Sons Tasha Beauchamp, MSc Elder Pages Online 707-477-0700 [email_address] National PACE Association - October 3, 2010 - San Francisco
  2. 2. Poll: What do you do now? <ul><li>___ Have a business website </li></ul><ul><li>___ Publish a print newsletter </li></ul><ul><li>___ Publish an e-newsletter </li></ul><ul><li>___ Participate in a professional email listserve </li></ul><ul><li>___ Have a personal Facebook presence </li></ul><ul><li>___ Follow or post on Twitter </li></ul>
  3. 3. Is your audience on the Net?
  4. 4. Family Caregivers and the Internet <ul><li>78% of adults 50-64 use the Internet </li></ul><ul><li>39% of all “netizens” go online to help someone with a major illness. </li></ul><ul><li>Most commonly Boomer children seeking information for ailing parent. </li></ul><ul><li>26% say Internet played a crucial role </li></ul><ul><li>1:3 say it helped to find services </li></ul>Pew Internet & American Life, multiple reports.
  5. 5. What are older adults doing online? <ul><li>Of all adults age 45-54 55-63 64-72 </li></ul><ul><li>Use the Internet 79% 70% 56% </li></ul><ul><li>Get health info 74% 81% 70% </li></ul><ul><li>Use email 90% 90% 91% </li></ul><ul><li>Watch videos 49% 30% 24% </li></ul><ul><li>Read blogs 27% 25% 23% </li></ul><ul><li>Use social network 20% 9% 11% </li></ul>January 2009 Pew Internet & American Life,
  6. 6. E-newsletters: The Forgotten Stepchild of Content Marketing
  7. 7. Why do an educational newsletter? <ul><li>Build brand loyalty </li></ul><ul><li>Increase name recognition </li></ul><ul><li>Educate the community </li></ul><ul><li>Reach people who wouldn’t search for you </li></ul><ul><li>Prompt action </li></ul><ul><ul><li>Request more information </li></ul></ul><ul><ul><li>Contact you </li></ul></ul><ul><ul><li>Make a referral </li></ul></ul><ul><ul><li>Donate </li></ul></ul>
  8. 8. Why do an E -Newsletter? <ul><li>Quick & inexpensive </li></ul><ul><li>More frequent exposure </li></ul><ul><li>Search engine optimization </li></ul><ul><li>LINKS to action </li></ul><ul><li>Easy to grow your list </li></ul><ul><li>Easy to collect data/evaluate </li></ul><ul><li>Save trees! </li></ul>
  9. 9. Topics to Cover <ul><li>PACE specific (pre-PACE audience) </li></ul><ul><ul><li>Staying out of nursing home </li></ul></ul><ul><ul><li>Coordinating care </li></ul></ul><ul><ul><li>Medical/psycho-social approach to elder care </li></ul></ul><ul><li>Family caregivers generally </li></ul><ul><ul><li>Services available </li></ul></ul><ul><ul><li>Coping with stress </li></ul></ul><ul><ul><li>Paying for care </li></ul></ul>
  10. 10. Start up tasks <ul><li>Choose a 3rd party provider </li></ul><ul><li>Decide if newsletter a webpage or an email </li></ul><ul><li>Assemble an initial list </li></ul><ul><li>Strategize to grow your list </li></ul>
  11. 11. E-marketing Providers <ul><li>Help getting past spam filters </li></ul><ul><li>Templates </li></ul><ul><li>Simple interface </li></ul><ul><li>Good support channels and hours </li></ul><ul><li>Useful and easy to read reports </li></ul><ul><li>Archiving feature </li></ul>
  12. 12. E-newsletter embedded in email <ul><li>Pros </li></ul><ul><li>Immediately visible </li></ul><ul><li>You don’t need to know html for the website </li></ul><ul><li>Cons </li></ul><ul><li>Doesn’t always display nicely </li></ul><ul><li>No “Google points” for the content </li></ul><ul><li>Only subscribers see it </li></ul><ul><li>Only “available” for a short period of time </li></ul><ul><li>Can’t see it before subscribing </li></ul>
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  15. 15. E-newsletter as webpage <ul><li>Pros </li></ul><ul><li>Fresh content on website </li></ul><ul><li>Any visitor can see it </li></ul><ul><li>Promotes subscriptions </li></ul><ul><li>“ Google points” </li></ul><ul><li>More access to info about you </li></ul><ul><li>More access to calls to action </li></ul><ul><li>Cons </li></ul><ul><li>Need to be able to easily change text on your website </li></ul><ul><li>Some people won’t click through </li></ul>
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  17. 17. Assemble an Initial List <ul><li>Existing email addresses </li></ul><ul><li>Internal stakeholders </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Board of Directors </li></ul></ul><ul><ul><li>Donors </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>Colleagues in allied businesses </li></ul><ul><ul><li>Reciprocal “e-blast” </li></ul></ul>
  18. 18. Strategize to Grow your List <ul><li>“ Viral marketing” by constituents </li></ul><ul><li>Subscribe button or link </li></ul><ul><li>Links on Home Page </li></ul><ul><li>Links in footer of staff emails </li></ul><ul><li>Links on websites of allied businesses </li></ul><ul><li>Sign up sheet at presentations </li></ul>
  19. 19. What constitutes success? Measurable Indicators <ul><li>You receive a referral </li></ul><ul><li>They see your name on a regular basis </li></ul><ul><li>They open the email </li></ul><ul><li>They click on a link to action </li></ul><ul><li>They forward your email to others </li></ul>
  20. 20. Questions? <ul><li>Tasha Beauchamp, MSc </li></ul><ul><li>707-477-0700 (Pacific) </li></ul><ul><li>[email_address] </li></ul>