As per my capstone class in my collegiate career, we were designated a client, where we had to surmise an integrated marketing communications campaign, utilizing elements of public relations, market research, advertising, copy-writing, and informational gathering. This report, in conjunction with my team, Sync Media, took a culmination of four semesters, where due dates and deadlines were met in order to provide this report. This was the winning campaign that Memorial Sloan Kettering Center chose as their chosen campaign that closely matches with what they were satisfied with. ' During the course of the semester, we became indebted to DACA and it's policies. I now have a greater appreciation for DACA as a result of this campaign.

1.
Make
it
Whole
With
Healthcare
Presented
By

2. 2
Table
of
Contents
I. Memorial
Sloan
Kettering
Cancer
Center
Brief
II. Marketing
Analyses
• Marketplace
• Competitive
Advertising
• Product
• Consumer
III. Target
Market
Incentive
Statement
IV. Integrated
Marketing
Communications
Plan
V. Advertising
Campaign
Proposal
VI. Public
Relations
VII. Alternative
Media
VIII.
On-­‐Campus
Event
IX. Project
Budget
X. Measurement
of
Effectiveness
XI. Recommendations
XII. Reflection
XIII. Team
Credentials
XIV. Resumes

3. 3
Memorial
Sloan
Kettering
Cancer
Center:
Immigrant
Health
&
Disparities
Service
About
Memorial
Sloan
Kettering
As
the
world’s
largest
and
oldest
private
cancer
center,
Memorial
Sloan
Kettering
Cancer
Center
(MSKCC)
has
been
devoted
to
exceptional
patient
care,
innovative
research,
and
outstanding
educational
programs.
MSKCC
aims
to
provide
patients
with
the
best
care
available
as
we
work
to
discover
more-­‐effective
strategies
to
prevent,
control,
and
ultimately
cure
cancer
in
the
future.
About
Immigrant
Health
&
Disparities
Service:
For
more
than
20
years,
the
Immigrant
Health
and
Cancer
Disparities
(IHCD)
Service
has
worked
to
identify
and
eliminate
disparities
in
health
and
cancer
treatment
among
immigrants
and
minorities.
Housed
at
Memorial
Sloan
Kettering
Cancer
Center
since
2011,
the
IHCD
Service
offers
a
wide
range
of
programs
for
patients,
healthcare
professionals,
and
patient
advocates.
Project
Mission
Statement
Memorial
Sloan
Kettering’s
Immigrant
Health
&
Disparities
Service
aims
to
increase
Medicaid
enrollment
for
CCNY
students
of
DACA
status.
Company
Contact
Cynthia
Gonzalez
Research
Project
Coordinator,
Immigrant
Health
&
Disparities
Service
(646)
888-­‐8035
gonzalc4@mskcc.org

4. 4
Marketing
Analyses

5. 5
Marketplace
Summary
and
Insights
Summary:
Based
on
our
research,
there
has
been
a
shift
in
the
trends
of
technology,
standard
of
living,
economy,
and
culture
in
the
U.S.
Technological
advances
in
mobile
devices
and
social
media
changed
the
way
people
communicate
with
one
another
and
obtain
information.
While
traditional
methods
of
communication
such
as
calling
and
texting
still
exist,
the
new
category
of
digital
communication
came
about
within
this
past
decade.
Digital
communication
brought
with
it
issues
such
as
cyber
bullying,
"Facebook
depression,"
and
users
being
more
isolated
from
their
peers.
While
citizens
across
the
country
have
a
much
more
positive
outlook
on
their
standards
of
living
today,
New
York
City
remains
as
one
of
the
top
cities
with
the
highest
population,
along
with
high
costs
of
living.
With
the
country's
economy
recovering
from
the
2008
financial
crisis,
the
U.S.
is
hitting
all-­‐time
highs
on
the
increase
in
the
amount
of
immigrants.
Insight
One:
Because
smartphone
devices
created
a
new
trend
of
communicating
through
social
media
platforms
and
accessing
information
through
the
use
of
mobile
applications,
it
is
surmised
that
there
is
a
direct
correlation
between
cyber
bullying
and
the
increase
of
mobile
technology.
Insight
Two:
In
2016,
statistics
show
that
urban
areas
tend
to
have
the
highest
concentration
of
upper
class
citizens
and
rural
areas
tend
to
have
the
highest
concentration
of
lower
class
citizens.
Given
that
big
cities
are
getting
bigger
and
small
towns
are
getting
smaller,
it
can
be
inferred
that
the
gap
between
the
“rich”
and
the
“poor”
is
disproportional.
Insight
Three:
In
the
21st
century,
interracial
marriages
and
foreign-­‐born
citizens
are
at
an
all-­‐time
high.
As
a
result
of
this,
it
is
observed
that
the
Caucasian
population
is
on
the
decline.

6. 6
Marketplace
Annotated
Bibliography
Ramasubbu,
Suren.
"Influence
of
Social
Media
on
Teenagers."
The
Huffington
Post.
TheHuffingtonPost.com.
Web.
13
May
2016.
Teenagers
are
the
heaviest
users
of
social
networking.
75%
of
teenagers
in
the
U.S.
have
profiles
on
social
networking
sites,
with
68%
using
Facebook
as
their
main
social
networking
tool.
While
social
media
allows
teenagers
to
connect
with
their
peers
within
a
push
of
a
button,
it
also
created
the
issue
of
cyber
bullying;
39%
of
teens
on
social
networks
have
experienced
some
form
of
cyber
bullying.
Social
media
also
created
the
trend
of
sexting,
the
action
of
sending
and
receiving
sexually
explicit
messages
and
“Facebook
depression,"
the
development
of
emotional
disturbance
from
using
social
networking
sites.
This
article
indicates
the
change
in
the
form
of
communication
over
the
past
decade
and
a
half.
People
have
instant
access
to
information
from
the
palms
of
their
hands,
but
issues
are
also
created.
While
users
are
able
to
connect
with
their
peers,
there
is
a
loss
of
privacy
as
well.
From
the
moment
a
person
creates
a
social
media
account,
they
leave
a
digital
footprint
on
the
Internet
for
all
to
see.
"The
Effects
of
Social
Networking
upon
Society."
Teen
Ink.
Web.
14
May
2016.
Social
networking
is
changing
the
way
the
world
communicates.
While
users
are
able
to
stay
in
touch
and
share
content
with
one
another
across
the
globe,
it
changes
the
way
people
interact
in
daily
life.
People
are
becoming
more
used
to
conversing
through
their
computers
and
devices;
traditional
personal
interactions
are
limited
as
a
result.
When
users
post
content
on
their
social
media
handles,
they
are
exposed
for
everyone
to
see.
Individuals
have
thousands
of
"friends"
on
their
social
media
account,
but
those
"friends"
are
no
more
than
strangers.
Many
people
care
for
their
Facebook
friends
when
they
do
not
even
know
what
their
lives
are
like.

7. 7
Many
people
are
becoming
more
isolated
due
to
the
lack
of
personal
interaction.
As
a
result,
a
trend
of
communicating
only
through
social
media
is
created.
"Teens,
Social
Media
&
Technology
Overview
2015."
Pew
Research
Center
Internet
Science
Tech
RSS.
09
Apr.
2015.
Web.
15
May
2016.
Mobile
devices
created
a
trend
of
teens
"always
being
connected."
92%
of
teens
report
going
online
daily,
including
24%
who
say
they
go
online
"almost
constantly."
Three
out
of
four
teens
have
access
to
a
smartphone
and
use
it
as
their
primary
access
to
the
Internet.
Facebook
is
the
most
popular
social
media
platform
for
teens;
71%
of
teens
from
ages
13-­‐17
use
the
site.
While
Facebook
remains
the
most
frequency
used,
71%
of
teens
also
use
more
than
one
social
networking
platform.
Surprisingly,
studies
show
that
there
is
a
distinct
pattern
in
social
media
use
based
off
of
a
teen's
socio-­‐economic
status.
Middle
and
upper
income
teens
lean
toward
Instagram
and
Snapchat.
The
development
of
smartphones
also
shifted
the
landscape
in
communication.
While
smartphones
have
the
traditional
functions
of
a
cellphone,
such
as
call
and
text,
there
is
a
current
trend
of
mobile
messaging
applications.
73%
of
teens
that
have
a
smartphone
also
have
at
least
one
messaging
app
such
as
Facebook
Messenger,
Kik,
or
WhatsApp.
"What
Is
the
True
Cost
of
Living
in
New
York
City?"
SmartAsset.com.
Web.
14
May
2016.
The
cost
of
living
in
New
York
City
is
one
of
highest
in
the
country;
at
least
68.8%
higher
than
the
national
average.
NYC
residents
are
paying
some
of
the
highest
income
taxes
in
the
country,
ranging
from
7%
to
12%.
The
average
rent
for
a
two-­‐bedroom
apartment
in
Manhattan
is
nearly
$3,900,
which
roughly
equates
to
an
entire
month's
income
of
the
average
U.S.
worker.
A
monthly
public
transit
pass
in
New
York
costs
$116.50,
approximately
75%
higher
than
the
national
average.
To
top
it
all
off,
groceries
in
NYC
cost
between
28%
and
39%
more
than
the
national
average.
This
article
indicates
that
it
is
difficult
for
an
average
NYC
resident
to
keep
up
with
NYC's
standard
of
living.
The
cost
of
living
leaves
little,
if
not
any,
leftover
for
other

8. 8
expenses
such
as
healthcare
or
entertainment.
The
average
New
Yorker
has
to
invest
almost
all
of
his/her
income
on
just
their
basic
needs.
"U.S.
Standard
of
Living
Index
Climbs
to
Highest
in
7
Years."
Gallup.com.
Web.
15
May
2016.
Gallup's
U.S.
Standard
of
Living
Index
had
its
best
score
of
+50
in
7
years.
The
index
revealed
the
lowest
score
of
+14
in
October
and
November
of
2008
(financial
crisis)
through
the
highest
score
of
+50
in
December
of
2014.
The
index
also
contained
the
responses
of
American
citizens
for
two
questions
asked:
"Are
you
satisfied
with
your
current
standard
of
living?"
and
"Is
your
standard
of
living
getting
better
or
worse?"
Citizens
are
more
satisfied
with
their
current
standard
of
living
now
than
in
2008:
four
out
of
five
Americans
are
satisfied.
Citizens
are
also
a
lot
more
optimistic
for
improving
their
standard
of
living.
In
2008,
only
33%
of
Americans
said
that
their
standard
of
living
is
"getting
better."
61%
of
Americans
now
say
that
their
standard
of
living
is
looking
brighter,
nearly
twice
the
level
of
2008.
Evidence
shows
that
America's
economy
is
continuing
its
growth.
With
American
citizens
having
a
more
positive
outlook
on
their
standard
of
living,
an
increase
of
spending
is
more
likely
as
well.
"America's
Middle
Class
Is
Hollowing
out
in
Many
Cities."
CNBC.
2016.
Web.
15
May
2016.
The
amount
of
middle-­‐class
families
is
shrinking
across
the
U.S.
In
9
out
of
10
cities,
there's
a
decrease
in
middle
class
families
since
2000.
Studies
reveal
that
from
2000
to
2014,
the
share
of
adults
living
in
middle-­‐income
households
fell
in
203
of
229
U.S.
metropolitan
areas.
As
a
result,
most
families
are
either
divided
into
upper-­‐income
or
low-­‐
income
families.
Areas
with
large
upper-­‐income
populations
are
mainly
in
the
Northeast
or
California
coast.
Data
reveals
that
people
in
upper-­‐income
areas
are
more
likely
to
have
college
degrees
than
in
the
nation
overall.
It
is
worth
noting
that
there
is
a
huge
concentration
of

9. 9
tech
companies
in
those
areas.
Farming
communities
account
for
areas
with
biggest
low-­‐
income
tiers.
Those
agricultural
regions
include
California's
Central
Valley
and
the
Southwest.
"In
the
U.S.,
Diversity
Is
the
New
Majority."
Los
Angeles
Times,
6
Mar.
2015.
Web.
15
May
2016.
Studies
reveal
that
by
2044,
whites
will
no
longer
be
the
racial
majority
in
the
U.S.
Interracial
marriages
are
at
an
all-­‐time
high,
especially
in
the
most
diverse
areas
of
the
country.
In
16
years,
white
populations
will
be
the
minority
in
12
states
such
as
New
York,
California,
Texas,
and
Florida.
The
fear
of
a
racially
diverse
nation
is
greatest
in
the
baby
boomers
and
seniors,
citizens
that
grew
up
in
a
time
of
low
immigration.
More
than
4
in
10
white
seniors
say
that
the
growing
population
of
immigrations
is
a
"change
for
the
worse."
As
a
result,
certain
states
and
communities
passed
tough
laws
on
immigration.
Data
reveals
that
the
white
population
will
decline
steadily
after
2025.
At
the
same
time,
the
younger
part
of
the
U.S.
population
is
growing
due
to
the
growth
in
racial
minorities,
particularly
Latinos.
Gomez,
Alan.
"U.S.
Foreign-­born
Population
Nears
High."
USA
Today.
Gannett,
28
Sept.
2015.
Web.
15
May
2016.
The
amount
of
people
living
in
the
U.S.
that
are
foreign-­‐born
is
rapidly
growing.
In
2015,
the
country
reached
new
highs
with
13.7%
of
foreign-­‐born
people
living
in
the
U.S
and
is
projected
to
increase
to
14.9%
in
2025.
These
findings
are
significant
because
there
is
a
huge
population
of
immigrants
in
the
U.S.
and
can
determine
the
outcome
of
the
presidential
elections.
The
leading
Republic
candidate
Donald
Trump
advocates
for
limiting
legal
immigration
and
strengthening
border
controls,
while
leading
Democratic
candidate
Hillary
Clinton
is
more
welcoming
of
immigrants
entering
the
country.
Immigrants
will
continue
to
play
a
big
role
in
the
growth
of
the
country.
The
combined
population
of
foreign-­‐born
immigrants
and
their
U.S.
born
children
is
26%
of
the

10. 10
total
population
and
is
projected
to
grow
to
36%
in
2065.
Surveys
reveal
that
45%
of
Americans
believe
that
immigrants
will
make
America
better
in
the
long
run.
Lindner,
Dr.
Steven.
"How
the
$15
per
Hour
Minimum
Wage
Will
Impact
NY
Employers."
NY
Daily
News.
12
Apr.
2016.
Web.
15
May
2016.
On
April
4,
2016,
the
governors
of
New
York
and
California
signed
legislation
for
the
$15
minimum
wage
increase,
making
them
the
first
two
states
to
do
so.
The
wage
increase
will
take
place
immediately;
minimum
wage
in
NYC
will
rise
to
$11
at
the
end
of
2016.
After
2016,
there
will
be
an
increase
of
$2
in
each
of
the
next
two
years.
The
main
argument
for
the
wage
increase
is
that
low-­‐wage
workers
will
have
a
better
quality
of
life.
On
the
flip
side,
the
minimum
wage
increase
will
create
many
issues
for
employers.
Companies
that
already
pay
their
workers
more
than
minimum
wage
will
most
likely
have
to
increase
their
wages
as
well.
On
top
of
that,
employers
will
need
to
figure
out
how
they
can
pay
for
those
increased
wages,
which
could
possibly
lead
to
termination
of
other
workers
and
the
decrease
in
the
amount
of
workers
hired.

11. 11
Competitive
Advertising
idNYC
is
a
municipal
ID
card
campaign
issued
by
the
City
of
New
York
that
seeks
to
establish
one
type
of
credible
identification
extended
for
all
New
York
City
residents
age
14
and
older.
Applicants
are
not
discriminated
by
their
current
immigration-­‐status
into
the
country.
The
identification
card
gives
New
York
City
residents,
especially
those
who
are
undocumented,
an
ease
of
mind
while
they
live
within
the
hustle
and
bustle
of
the
streets
of
New
York.
The
welcoming
tone
of
this
campaign
is
not
just
compatible
with
idNYC’s
immigrant-­‐friendly
policy,
but
it
also
portrays
New
York
City
as
a
place
that
openly
embraces
those
who
often
live
in
the
shadows.
Launched
by
Mayor
Bill
De
Blasio,
the
idNYC
program
does
not
seek
information
about
an
individual’s
immigration
status
during
the
sign-­‐up
process.
In
the
application
process,
applicants
simply
present
proof
of
identity
and
residency
in
New
York
City,
then
submit
the
completed
application
at
an
official
idNYC
Enrollment
Center,
which
is
located
in
different
parts
of
the
city.
The
photo-­‐identification
cards
are
sent
to
people
in
the
mail
and
are
valid
for
five
years
from
the
date
that
the
application
is
approved.
It
should
be
noted
that
the
idNYC
Enrollment
Centers
are
not
Department
of
Motor
Vehicle
buildings,
and
thus,
the
idNYC
is
not
a
driver’s
license.
However,
applicants
who
already
have
a
non-­‐
driver’s
state
identification
card,
or
a
valid
driver’s
license
can
use
those
existing
credentials
to
apply
for
idNYC,
since
the
application
materials
overlap.
In
order
to
communicate
the
message
of
welcoming
all
New
Yorkers
to
the
city
and
to
encourage
people
to
apply
to
the
program,
the
NYC
Mayor’s
Office
of
Immigrant
Affairs
and
the
NYC
Department
of
Health
&
Mental
Hygiene
allotted
$1.8
million
to
create
public
awareness
around
the
city.
The
target
audience
that
idNYC
primarily
focuses
on
include
both
males
and
females
who
are
age
14
and
older
that

12. 12
live
in
the
city.
This
particular
target
audience
is
quite
vast,
and
because
of
that,
the
advertising
for
this
campaign
must
be
placed
throughout
areas
where
New
Yorkers
cross
on
a
daily
basis,
or
will
be
subjected
to
most
frequently.
The
campaign
consisted
of
two
components
–
traditional
advertising
and
social
media
outreach.
The
Mayor’s
Office
and
the
NYC
Department
of
Health
&
Mental
Hygiene
hired
Better
World
Advertising
to
develop
print
advertisement
and
Miller
Advertising
for
social
media
outreach.
For
traditional
advertising,
Better
World
Advertising
chose
to
focus
on
transit
within
the
Metropolitan
Transit
Authority
as
the
form
of
media.
Posters
are
placed
on
subway
overheads,
bus
shelters,
and
subway
squares.
The
advertisements
feature
people
of
different
ethnicities,
age,
and
family
composition.
Along
with
the
image,
there
is
also
a
quote
about
how
the
idNYC
identification
card
program
has
made
a
positive
impact
on
their
life.
To
further
emphasize
diversity,
the
print
advertisements
are
written
in
different
languages,
specifically
English,
Spanish,
and
Chinese,
which
help
to
provide
a
more
personal
account
as
to
how
the
card
has
helped
these
individuals.
For
this
part
of
the
campaign,
the
strategy
targeted
a
more
refined
audience.
Whereas
the
idNYC
program
aims
to
reach
any
New
Yorker
age
14
and
older,
the
print
advertisements
placed
around
the
city
transit
system
focuses
on
families
and
an
older
demographic.
The
target
audience
is
reflected
in
the
images
as
all
the
ads
feature
a
child
with
a
parent
or
both
parents.
Miller
Advertising
took
on
the
challenge
of
social
media
outreach.
The
agency
used
Facebook
and
Twitter
to
drive
traffic
to
the
idNYC
official
pages,
as
well
as
directing
those
to
the
311
program.
Miller
Advertising
used
hashtags
to
keep
a
consistent
message
and
to
garner
up
attention
for
interested
New
Yorkers.
This
part
of
the
campaign
targets
a
younger
demographic
compared
to
the
print
advertisements.
The
emphasis
on
hashtags
and
social
media
platforms
cater
to
millennials
who
are
active
on
these
sites.

13. 13
Part
of
the
reason
the
campaign
was
developed
was
not
to
target
any
one
person
or
individual
group
of
New
Yorkers,
but
rather,
include
all
New
Yorkers.
The
combination
of
traditional
advertising
and
social
media
efforts
accomplished
that
goal.
Traditional
advertising
reached
families
and
the
older
demographic
while
the
social
media
component
reached
the
younger
demographic.
idNYC
was
developed
with
the
vision
that
being
a
New
Yorker
means
many
things.
New
York
is
a
melting
pot
of
a
unique
blend
of
cultures,
races,
ethnicities
and
nationalities.
Regardless
of
what
belief,
background,
story
or
upbringing
one
may
have
in
their
life,
we
are
all
uniquely
connected
through
the
confines
of
this
great
city.
With
this
belief,
why
not
have
a
card
that
speaks
and
caters
to
this
sense
of
being
a
New
Yorker?
The
campaign
to
promote
the
idNYC
program
was
a
success
because
it
motivated
the
target
audience
to
research
and
use
the
program.
According
to
the
official
City
of
New
York
website,
less
than
one
year
after
the
launch
of
the
program,
there
were
over
670,000
people
enrolled
who
received
the
identification
card.
The
program
has
also
become
the
largest
municipal
ID
program
in
the
country.
The
campaign
met
its
strategic
goals
of
bringing
awareness
to
the
idNYC
program
as
well
as
encouraging
New
Yorkers
to
apply.
Bibliography:
“Better
World
Advertising
Designs
IDNYC
Campaign
for
New
York
City.”
24-­7
Press
Release.
24-­‐7
Press
Release,
21
Jan.
2015.
Web.
28
Feb.
2016.
“IDNYC.”
Better
World
Advertising.
Better
World
Advertising,
n.d.
Web.
28
Feb.
2016.
idNYC.
City
of
New
York,
n.d.
Web.
28
Feb.
2016.
“ID
NYC:
Social
Media
Drives
ID
NYC
Program
Results.”
Miller
Advertising.
Miller
Advertising,
n.d.
Web.
28
Feb.
2016.
Khurshid,
Samar.
“$8.4M
Muni
ID
Program
Budget
Includes
$1.8M
for
Advertising.”
Gotham
Gazette.
Citizens
Union
Foundation,
12
Jan.
2015.
Web.
28
Feb.
2016.
“Mayor
de
Blasio
and
Speaker
Melissa
Mark-­‐Viverito
Announce
Continuing
and
Expanded
Benefits
for
Year
Two
of
IDNYC
Program.”
The
Official
Website
of
the
City
of
New
York.
City
of
New
York,
14
Dec.
2015.
Web.
27
Apr.
2016.

14. 14
Product
Summary
and
Insights
Summary:
Government
websites
that
provide
information
on
Medicaid
tend
to
place
heavy
emphasis
on
the
health
insurance
application
process
and
program
requirements,
rather
than
making
the
process
more
personal.
These
websites
have
become
the
primary
source
of
information
for
students
of
DACA
status
to
obtain
documents
needed
for
renewal
and
updates
on
the
policy.
Alas,
many
of
these
sites
fail
to
mention
DACA
specifically.
Hence,
the
implications
of
this
is
a
lack
of
necessary
and
vital
information
required
for
DACA
students
to
understand
the
full
benefits
they
are
entitled
to
under
the
law,
what
they
are
eligible
for,
how
to
enroll
and
how
to
pick
an
appropriate
plan
for
themselves.
Insight
One:
Since
DACA
individuals
are
federally
excluded
from
eligibility
to
enroll
in
the
healthcare
marketplace
(this
is
only
allowed
in
specific
states
such
as
New
York
and
California),
we
can
surmise
that
there
is
much
confusion
about
healthcare
eligibility
for
those
of
DACA
status
and
that
this
may
contribute
to
their
low
enrollment
in
healthcare
plans.
Insight
Two:
Because
“Deferred
Action”
means
that
the
Department
of
Homeland
security
(DHS)
has
“chosen”
not
to
exercise
its
right
to
deport
that
person,
it
is
understood
from
both
statistics
and
our
primary
research
that
a
fear
of
deportation
–
while
not
great
–
still
exists.
Insight
Three:
Because
there
is
often
a
lack
of
navigational
ease
on
government
websites,
we
can
conclude
that
this
leads
to
a
lack
of
comprehension
of
immigration
policy,
health
insurance
eligibility,
and
the
overall
application
process,
which
can
hinder
an
individual’s
ability
to
prioritize
their
benefits
and
understand
what
plans
and
options
are
available
to
them.

15. 15
Product
Annotated
Bibliography
“2016
Essential
Plan
Map.”
NYSOH.
NYSOH,
16
Oct
2015.
Web.
24
Feb
2016.
This
webpage
provides
an
interactive
Essential
Plan
Map
that
divides
New
York
State
into
counties
so
consumers
can
easily
identify
plans
available
to
them
based
on
their
location.
After
choosing
a
county,
a
list
of
all
available
Essential
Plans,
including
Essential
Plan
Plus
Vision
and
Dental
allows
consumers
to
gain
information
about
different
associations
and
healthcare
companies
that
offer
enrollment
into
these
plans.
From
this
webpage
we
can
infer
that
based
upon
the
county
you
reside
in,
some
counties
offer
more
plans
and
options
than
others.
.
This
information
will
be
helpful
to
New
York
State
residents,
who
are
eligible
for
this
plan
to
know
exactly
where
services
are
provided
based
on
their
county
and
how
many
options
are
available
to
them.
"Benefit
Details
-­
New
York
Child
Health
Plus
(CHIP)."
Benefits.gov.
N.p.,
n.d.
Web.
Benefits.gov
is
the
official
benefits
website
for
the
United
States
government,
informing
individuals
of
the
benefits
they
may
be
eligible
for
and
how
to
apply.
The
New
York
Child
Health
Insurance
Program
(CHIP)
section
provides
a
description
of
CHIP
divided
into
two
parts:
Child
Health
Plus
A
(Formerly
Children’s
Medicaid)
and
Child
Health
Plus
B.
While
this
page
states
that
both
Child
Health
Plus
A
and
B
are
available
through
dozens
of
providers
throughout
the
state
of
New
York,
none
of
the
specific
provider
plans
are
listed.
Heavy
emphasis
is
placed
on
program
requirements
such
as
being
a
resident
of
New
York
under
the
age
of
19
or
a
primary
care
giver
with
a
child
under
the
age
of
19
and
not
covered
by
health
insurance
(including
Medicaid).
In
addition
to
the
requirement
of
being
a
U.S.
national,
citizen,
or
permanent
resident,
“legal
aliens”
are
permitted
to
apply
to
this
program
as
well
(great
news
for
DACA
recipients).
This
government
website
is
informative,
but
the
brief
descriptions
are
superficial
and
condensed.
Therefore
the
related
links
at
the
bottom
of
the
page
are
necessary
to
give

16. 16
readers
key
guidelines
on
how
to
request
more
detailed
information
about
qualifying.
The
condensed
format
and
obtuse
click-­‐through
links
are
confusing.
"Child
Health
Plus."
New
York
Department
of
Health.
N.p.,
Jan.
2014.
Web.
Health.NY.gov
is
New
York
State’s
Department
of
Health
website,
providing
health
care
information
for
individuals
and
families
regarding
providers,
medical
practitioners,
health
care
facilities,
immunization
information,
and
diet
and
nutrition
options.
The
Child
Health
Plus
segment
has
11
tabs,
providing
a
Child
Health
plus
overview,
an
eligibility
briefing,
cost,
benefit
details,
health
care
facility
options,
the
“where”
of
the
application
process,
the
“how”
of
the
application
process,
a
link
to
ordering
informational
materials,
HIPAA
privacy
notice,
helpful
links,
and
contact
information.
The
most
important
takeaway
from
this
site
is
located
in
the
first
tab,
which
explicitly
states
that
Children’s
Medicaid
and
Child
Health
Plus
are
two
separate
forms
of
children’s
health
insurance,
with
the
former
being
the
only
form
of
Medicaid.
While
the
New
York
Department
of
Health’s
website
is
extensive
and
fairly
easy
to
navigate-­‐-­‐more
specifically
related
to
the
Child
Health
Plus
section-­‐-­‐much
of
the
data
is
not
placed
in
order
of
importance
for
those
seeking
information.
Due
to
the
confusing
webpage
layout,
lack
of
prioritization
and
organization
on
this
website,
individuals
seeking
vital
information
regarding,
for
example,
mental
health
may
have
difficulty
finding
important
information.
"Choosing
a
Child
Health
Plus
Plan."
(n.d.):
n.
pag.
Nyc.gov.
Web.
NYC.gov
is
New
York
City’s
data
portal
providing
information
on
housing
and
development,
environment,
education,
civic
services
and
health,
among
others.
Amid
its
most
extensive
sections
is
that
of
health,
which
is
divided
into
three
parts:
healthy
living,
healthy
environment,
and
the
health
care
system.
The
“Choosing
a
Child
Health
Plus
Plan”
link
is
located
in
the
health
care
system
section
as
a
PDF,
providing
a
brief,
yet
extensive,
overview
of
helpful
tips
for
selecting
a
Child
Health
Plus
Plan
through
the
New
York
State
of
Health
marketplace.

17. 17
This
document
makes
three
essential
points.
The
first
is
that
Child
Health
Plus
Plans
are
not
always
free,
but
are,
at
the
very
least
–
low
cost,
with
families
possessing
a
higher
income
required
to
pay
a
monthly
premium.
Second,
in
New
York
City,
there
are
eight
Child
Health
Plus
Plans:
Affinity
Health,
Fidelis,
Emblem
Health
(HIP),
Health
Plus,
Healthfirst,
MetroPlus,
United
Healthcare
and
Wellcare.
Third,
each
plan
is
unique
with
different
doctors
and
hospital
networks,
covering
different
prescription
drugs,
and
having
different
patient
satisfaction
ratings.
Because
there
are
many
options
on
this
website,
consumers
need
to
be
vigilant
in
choosing
their
health
insurance
network
including
healthcare
practitioners
and
facilities,
and
when
choosing
a
Child
Health
Plus
Plan
because
each
option
may
vary
in
quality.
Without
clearly
understanding
each
available
option,
individuals
may
not
comprehend
why
one
plan
is
better
suited
for
them
versus
another
plan.
"Deferred
Action
for
Childhood
Arrivals:
A
Q&A
Guide
(Updated)."
American
Immigration
Council.
N.p.,
17
Aug.
2012.
Web.
Provided
by
the
American
Immigration
Council,
a
non-­‐profit,
non-­‐partisan
organization
that
uses
educational
programs
to
strengthen
the
American
perception
of
immigration,
the
Deferred
Action
for
Childhood
Arrivals
‘Q&A’
page
provides
extensive
answers
and
correlating
links
to
common
questions
surrounding
DACA.
This
webpage
defines
DACA
and
provides
the
primary
reasoning
and
importance
for
its
existence,
as
the
policy
was
originally
created
to
provide
“deferred
action”
to
immigrants
who
were
brought
to
the
United
States
as
children
–
temporarily
eliminating
the
possibility
of
deportation
for
youths
who
would
qualify
for
relief
under
the
DREAM
Act.
The
page
dissects
the
crux
of
“deferred
action,”
explaining
that
it
means
that
the
Department
of
Homeland
Security
(DHS)
has
deemed
an
undocumented
individual
a
low
priority
for
immigration
enforcement
and
has
chosen
to
exercise
its
discretion
and
not
deport
that
person.
By
placing
its
definition,
origin,
and
true
intent
of
the
immigration
policy
at
the
top
of
the
page,
this
site
gives
readers
an
understanding
of
terms
from
a
macro
level,
before
explaining
the
specifics.

18. 18
This
webpage,
layout
and
structure
seem
to
provide
the
necessary
foundation
of
knowledge
for
individuals
attempting
to
understand
the
core
criteria
of
DACA
status.
Although
this
webpage
is
informative,
readers
need
a
general
understanding
of
the
immigration
jargon
and
English
to
gasp
the
complexities.
Goldberg,
Dan.
“State
Offers
New
Plan
for
Third
Year
of
Obamacare,
Take
Seekers.”
Politico
New
York
beta.
Capital
New
York.
30
Oct
2015.
Web.
24
Feb
2016.
This
article
indicates
that
parents
value
insurance
for
their
child
more
than
for
themselves.
Even
though
family
financing
may
be
tight
when
it
comes
to
rent
and
food,
parents
would
rather
skip
insurance
for
themselves
and
spend
the
money
to
enroll
their
child.
Many
believe
that
health
care
insurance
is
too
expensive
and
lack
the
awareness
about
other
health
care
options
offered
by
the
state.
Goldberg
places
a
lot
of
emphasis
on
how
the
Essential
Plan
is
relatively
new.
The
lack
of
education
for
New
Yorkers
to
understand
these
options
is
one
of
the
biggest
challenges.
To
counter
act
this,
New
York
State
of
Health
launched
cartoon
videos
with
the
slogan
“You’d
be
Surprised!”
But
according
to
the
YouTube
views
of
the
ad,
it
does
not
seem
like
it
is
reaching
a
lot
of
consumers.
“Medicaid
in
New
York
State.”
health.ny.gov.
Web.
24
Feb.
2016.
This
website
provides
answers
to
frequently
asked
questions
on
Medicaid
in
New
York
State.
Medicaid
is
a
health
insurance
program
for
families
and
individuals
with
low
incomes.
An
individual
may
be
eligible
for
Medicaid
if
they
have
high
medical
bills
that
they
can’t
pay,
receive
Supplemental
Security
Income
(SSI),
or
meet
certain
financial
requirements.
Individuals
can
apply
for
Medicaid
in
several
ways
such
as:
the
NYSOH
Health
Plan
Marketplace,
navigators
and
certified
application
counselors,
or
local
district
social
services
offices.
The
website
also
provides
an
income
chart
as
a
reference
for
a
potential
applicant’s
income.
Although
the
website
is
informative,
the
information
is
not
something
a
typical
college
student
would
understand
without
extensive
research.
While
the
first
few
questions

19. 19
provide
straightforward
answers,
the
rest
of
the
questions
contain
lengthy
answers
that
could
be
intimidating
for
students
to
read.
For
example,
depending
on
what
category
the
applicants
fall
under,
they
will
either
apply
on
the
NYSOH
or
Local
Department
of
Social
Services
(LDSS).
On
top
of
the
confusing
jargon
and
lengthy
layout,
the
overall
application
process
varies
for
each
applicant,
further
causing
confusion.
This
website
fails
to
mention
explicitly
that
DACA
recipients
are
eligible
for
coverage.
This
could
be
a
contributing
factor
as
to
why
most
DACA
recipients
are
unaware
that
they're
eligible
for
Medicaid.
"Questions
and
Answers:
Financial
Aid
and
Undocumented
Students."
(n.d.):
n.
pag.
Studentaid.ed.gov.
Aug.
2015.
Web.
The
Studentaid.ed.gov
is
a
government
website
that
informs
students
paying
for
college
that
they
can
apply
for
the
Free
Application
for
Federal
Student
Aid.
It
is
available
to
all
college
students,
giving
them
the
prospect
of
being
awarded
financial
aid
for
college
tuition.
Acknowledging
the
even
greater
struggle
for
DACA
recipients
seeking
aid,
FAFSA
created
a
Q&A
specifically
for
undocumented
students.
The
two
most
significant
facts
from
the
document
are
that
(1)
DACA
students
are
not
eligible
for
federal
student
aid,
but
they
may
be
eligible
for
college
or
state
financial
aid
(which
carries
by
university
and
state),
and
(2)
A
parent’s
citizenship
does
not
affect
a
DACA
student’s
eligibility
for
federal
student
aid.
All
a
student
has
to
do
is
enter:
000-­‐00-­‐
0000
when
the
FAFSA
asks
for
the
Social
Security
numbers
of
his
or
her
parents.
FAFSA
is
one
of
few
websites
that
leave
no
rock
unturned
in
answering
questions
that
undocumented
students
may
have
when
they
are
thinking
about
enrolling
in
college.
While
an
undocumented
student’s
inability
to
receive
federal
aid
makes
paying
for
college
more
challenging,
FAFSA
demonstrates
that
there
is
indeed
help
for
DACA
recipients
–
specifically
in
states
with
high
immigrant
populations,
such
as
New
York.
Student
recipients
of
DACA
can
pay
for
college
with
various
options
of
aid
available
to
them.

20. 20
Spector,
Joseph.
“2.8M
Enroll
in
NY’s
Health
Exchange,
Mainly
Medicaid.”
Lohud.com.
23
Feb.
2016.
Web.
24
Feb.
2016.
This
article
reports
that
more
than
2.8
million
New
Yorkers
enrolled
in
the
state’s
health
exchange,
a
33
percent
increase
from
a
year
ago.
Seventy
percent
of
those
New
Yorkers
are
enrolled
in
Medicaid.
Since
the
Affordable
Care
Act
program
started
in
2013,
the
number
of
uninsured
New
Yorkers
dropped
from
10
percent
to
5
percent,
which
converts
to
approximately
850,000
New
Yorkers.
Over
the
span
of
the
open
enrollment
period,
from
November
1,
2015
-­‐
January
31,
2016,
approximately
2
million
of
the
enrollees
chose
Medicaid
as
their
health
insurance
policy.
Although
this
article
does
not
specifically
mention
DACA,
recipients
of
DACA
can
greatly
benefit
from
utilizing
their
access
to
Medicaid.
Since
there’s
an
increase
in
the
amount
of
enrollees
in
Medicaid,
it
appears
that
New
York
residents
in
general
are
more
aware
of
the
program,
which
could
include
DACA-­‐mented
students.
Goldberg,
Dan.
“New
Report
offers
options
for
insuring
undocumented
immigrants”
CapitalNewYork.com.
29
Jan,
2016.
Web.
24
Mar,
2016.
According
to
this
article,
“to
provide
health
insurance
to
the
state's
low-­‐income
undocumented
immigrants,
according
to
an
analysis
from
the
Community
Service
Society,”
would
be
impossible
due
to
a
lack
of
necessary
funding.
Since
undocumented
immigrants
are
not
eligible
for
health
insurance
thanks
to
“Obamacare,”
it
leaves
thousands
of
New
Yorkers
without
access
to
health
coverage
outside
of
emergency
situations.
Elisabeth
Benjamin,
vice
president
of
health
initiatives,
is
fighting
for
a
$462
million
plan,
which
would
enable
New
York
State
to
offer
its
Essential
Plan
to
undocumented
immigrants
living
within
the
state,
and
to
those
who
qualify
as
Deferred
Action
Childhood
Arrivals.
At
the
moment
DACA
recipients
are
not
eligible
for
The
Essential
Plan.
The
DACA
community,
because
of
a
New
York
State
court
ruling,
is
eligible
for
Medicaid
benefits,
but
for
most
the
cost
is
too
high.
The
report
estimates
that
expanding
the
Essential
Plan
would
cover
an
additional
111,100
immigrants,
approximately
25
percent
of
the
uninsured
New
York
population.

21. 21
A
second
option
would
use
$307
million,
which
would
involve
the
state
to
expand
emergency
Medicaid
to
undocumented
immigrants,
offering
them
the
equivalent
of
a
high-­‐
deductible
plan
found
on
the
exchange.
The
drawbacks
to
this
option
are
that
undocumented
immigrants
would
be
saddled
with
a
$3,500
deductible
and
pay
50
percent
co-­‐insurance.
However,
preventive
care
would
be
free.
The
final
option
would
offer
to
people
between
the
ages
of
19
and
29,
and
would
cost
the
state
$78
million.
This
plan
essentially
expands
the
Child
Health
Plus
program,
which
is
already
offered
to
undocumented
immigrants
and
DACA
recipients.
These
young
adults
would
pay
premiums
on
a
sliding
scale
based
on
their
income.

22. 22
Consumer
Summary
and
Insights
SUMMARY:
New
York’s
diverse
ethnicities
and
nationalities
make
it
difficult
to
distinguish
those
of
DACA-­‐status
in
a
New
Yorker’s
eyes.
Many
DACA
statuses
have
a
high
school
degree,
but
many
desire
higher
education.
Paying
for
tuition
is
challenging
without
financial
support,
leading
to
the
shift
in
priorities.
Research
suggests
illegal-­‐immigrants
are
skeptical
and
distrustful
of
the
government,
especially
when
facing
the
uncertainties
of
the
DACA
program.
Our
audience
fears
being
exposed
because
declaring
themselves
as
an
undocumented-­‐citizen
puts
them
in
jeopardy
of
deportation
or
worse
despite
the
benefits
they
are
eligible
for.
However,
enrolling
in
DACA
provides
potential
opportunities
such
as
work
authorization,
tuition-­‐eligibility,
driver’s
license,
financial
accounts,
higher
wages,
and
accessible
health
care.
From
our
surveys
and
research,
DACA-­‐recipients
often
seek
help
from
their
communities,
being
that
CCNY
is
a
commuter-­‐type
campus,
it
is
difficult
for
students
to
know
where
to
access
information
when
needed;
thus
keeping
their
worries
to
themselves.
Insight
1:
Based
on
our
conducted
survey
and
secondary
research,
a
large
number
of
DACA
status
students
apply
to
improve
their
quality
of
life
by
receiving
a
social
security
number,
work
permit,
and
driver’s
license
but
ironically
neglect
their
health
care
benefit.
Insight
2:
Based
on
our
primary
research,
many
DACA
respondents
prefer
to
access
health
insurance
information
from
an
advisor
on
campus
–
someone
they
trust.
This
information
helps
us
because
we
understand
that
our
consumers
simply
cannot
do
it
all
on
their
own,
they
need
the
help
and
support
from
their
communities
and
networks.
Insight
3:
The
City
College
of
New
York
has
been
accredited
as
one
of
the
most
diverse
campuses
by
the
Princeton
Review.
According
to
Brookings
Institution,
a
large
percentage
of
DACA
applicants
fall
within
Hispanics
and
Asians
ethnicity.
Using
City
College
as
our
platform,
its
student
body
also
has
a
large
population
of
Hispanic
and
Asian
ethnicities.
Considering
these
statistics
we
can
segment
the
target
audience,
and
narrow
down
where

23. 23
majority
of
the
ethnicity
may
be
pursuing
academically.
It
will
also
help
us
decide
where
to
strategically
place
our
ads.
CITY
COLLEGE
OF
NEW
YORK
2015
FACT
SHEET
ETHNICITIES
UNDERGRADUAT
ES
MASTERS
PhDs
Asian
3233
307
22
Black
2196
474
11
Hispanic
4778
605
10
Native
American
23
3
Non-­‐resident
Alien
780
240
71
White
2044
797
37
Two
or
more
races
240
14
Native
Hawaiian
or
Pacific
46
TOTAL
ETHNICITY
13340
2440
151

24. 24
Consumer
Annotated
Bibliography
Batalova,
Jeanne.
Bachmeier,
J.D.,
Caps,
Randy.
Cox,
Randy.
Hooker,
Sarah.
Deferred
Action
for
Childhood
Arrivals
At
the
One
-­
Year
Mark.
Washington
DC:
Migration
Policy
Institute,
2013.
Web.
Migration
Policy
Institute
(MPI)
provides
a
detailed
look
into
the
characteristics
and
barriers
of
current
eligible
youth
for
the
Deferred
Action
for
Childhood
Arrivals
program.
MPI
highlights
seven
important
factors
like
educational
attainment,
English
proficiency,
poverty
status,
age,
gender,
labor
force
participation,
and
parental
status.
As
the
level
of
education
increases,
the
percentages
of
enrollees
decrease.
Most
eligible
DACA
recipients
have
a
K-­‐12
education.
It
notes
that
current
eligible
youth
have
strong
English
skills
or
are
bilingual,
which
is
a
direct
reflection
of
their
long-­‐term
residence
and
education
in
the
United
States.
MPI
research
shows
a
large
majority
of
DACA
eligible
youth
are
between
ages
18
to
26
and
are
entering
the
workforce.
In
many
cases,
DACA
youth
are
already
contributing
to
household
income,
however,
more
than
one-­‐third
of
current
eligible
youth
are
living
below
the
federal
poverty
line.
Poverty
can
serve
as
both
a
barrier
and
a
motivating
factor
when
it
comes
to
applying
for
DACA.
The
MPI
research
can
be
applied
to
the
Sync
Media’s
MSKCC
campaign
because
it
is
reflective.
DACA
recipients
are
provided
limited
security
that
can
be
revoked
at
any
time,
which
creates
a
“mixed
picture”
for
the
audience.
They
have
several
motivators
to
apply
for
the
program
and
they
understand
the
major
drawbacks
like
the
lack
of
security
and
subject
to
change
at
any
time.
Research
on
DACA
recipients
is
scarce
but
MPI
research
has
begun
to
fill
some
of
the
loopholes
that
the
program
fails
to
address.
Gonzales,
Roberto
G.,
and
Angie
M.
Bautista-­Chavez.
“Two
Years
and
Counting:
Assessing
the
Growing
Power
of
DACA.”
American
Immigration
Council.
16
June
2014.
Web.
20
Mar
2016.

25. 25
DACA
recipients
have
potentially
led
a
large
sum
of
“eligible
young
adults
into
mainstream
life,
thereby
improving
their
social
and
economic
well-­‐being.”
The
American
Immigration
Council
study
shows
that
since
DACA
recipients
have
become
a
part
of
the
program;
59%
obtained
new
jobs,
57%
obtained
a
driver’s
license,
49%
have
opened
their
first
bank
accounts,
45%
increased
job
earnings,
33%
obtained
their
first
credit
card,
and
21%
obtained
health
care.
From
these
numbers,
we
can
infer
that
there
was
an
economic
boost
by
being
a
part
of
DACA.
However,
not
many
of
them
are
signing
up
to
health
care.
Even
so,
the
American
Immigration
Council
finds
that
the
reason
for
this
percentage
is
because
some
of
these
recipients
are
likely
to
be
enrolled
in
health
care
through
their
college
or
they
are
a
part
of
a
new
employment-­‐based
plan.
This
report
indicates
many
DACA
recipients
in
a
four-­‐year
college
were
more
likely
to
obtain
an
internship
and
appeared
to
be
more
connected
to
their
colleges.
The
American
Immigration
Council
report
also
shares:
“Key
to
their
success,
our
DACAmented
college
graduates
had
multiple
mentors
in
high
school,
they
were
active
in
clubs
and
in
leadership
roles
in
school,
they
were
involved
in
their
communities,
and
they
were
connected
to
organizations.
As
a
result,
these
young
people
likely
possess
the
social
networks
and
information
key
to
accessing
job-­‐related
opportunities.”
From
Gonzalez
and
Chavez’s
report,
we
also
learned
that
many
DACA
respondents
“turned
to
organizations,
legal
clinics,
schools,
religious
institutions,
and
private
attorneys
within
their
communities.”
This
information
was
aligned
with
our
primary
research,
we
found
that
many
of
our
DACA
respondents
said
they
prefer
to
access
health
insurance
information
from
an
advisor
on
campus.
This
information
can
help
us
because
now
we
understand
that
our
consumers
simply
cannot
do
it
all
on
their
own,
they
need
the
help
and
support
from
their
communities
and
networks
they
are
a
part
of.
Harris,
Elizabeth
A.
"Financial
Aid
for
Undocumented
Students
Is
Losing
Its
Stigma."
The
New
York
Times.
The
New
York
Times,
26
Feb.
2015.
Web.
18
Mar.
2016.

26. 26
Financial
hardships
are
among
the
biggest
obstacles
DACA-­‐recipients
face.
It
is
important
to
note
that
many
students
of
DACA
status
want
to
pursue
higher
education.
However,
students
and
their
families
cannot
afford
to
pay
for
tuition
because
they
cannot
apply
for
financial
aid
and
are
not
eligible
for
it
through
the
government.
In
an
effort
to
offset
this
problem
and
help
students
of
DACA
status
go
to
college,
schools
have
started
to
provide
awards
and
financial
packages
to
aid
DACA
students
who
are
ineligible
for
financial
aid
through
the
government.
If
students
are
currently
studying
at
an
accredited
U.S.
high
school,
they
are
usually
eligible
for
their
state’s
in-­‐state
tuition
versus
having
to
pay
out
of
state
fees
for
colleges.
It
is
not
enough
that
students
of
DACA-­‐status
and
attending
U.S.
high
schools
have
good
grades
anymore.
The
level
of
the
playing
field
is
not
equal.
They
must
find
ways
to
finance
their
ambitions
for
a
higher
education.
“Issue
Highlights:
Immigrant
Eligibility.”
New
York
Immigration
Coalition.
Web.
16
Mar.
2016.
From
the
New
York
Immigration
Coalition
organization
data,
we
found
several
barriers
and
factors
that
prevent
immigrants
from
obtaining
health
insurance
compared
to
US-­‐born
individuals.
First,
there
are
“lower
rates
of
employer-­‐sponsored
insurance,
restrictions
in
eligibility
for
public
health
insurance,
and
language
and
cultural
barriers”.
Second,
some
of
the
concerns
that
immigrants
face
are
“whether
enrolling
in
public
health
insurance
will
affect
their
ability
to
adjust
status
to
lawful
permanent
resident
(public
charge)
or
sponsor
a
relative,
or
whether
a
sponsor
will
be
liable
for
the
cost
of
their
medical
care.”
In
simpler
terms,
even
though
immigrants
are
aware
of
their
options,
many
of
them
worry
about
the
consequences
of
having
public
health
insurance.
In
addition,
we
found
that
the
New
York
Immigration
Coalition
organization
understands
the
concerns
of
immigrants
who
apply
for
health
care.
To
address
these
concerns,
they
provide
resources
and
information
pertaining
to
immigrant
eligibility
for
public
health
insurances,
sponsor
issues,
and
assist
with
insurance
applications
on
their

27. 27
webpage,
making
it
easier
for
college
DACA
students
and
their
families
to
receive
the
help
they
need.
Lee,
Esther
Yu-­Hsi.
"Why
So
Few
Undocumented
Immigrants
Make
It
Through
College."
ThinkProgress
RSS.
2015.
Web.
16
Mar.
2016.
A
survey
of
undocumented
undergraduate
students
reports
a
high
percentage
of
students
are
worried
and
concerned
about
being
detained
or
deported.
About
half
of
these
students
know
someone
who
had
been
deported/detained,
specifically
a
parent
or
sibling.
A
key
element
that
influences
an
eligible
student
is
that
DACA
does
not
provide
legal
status.
This
is
a
major
drawback
to
eligible
recipients
and
may
drive
them
away.
Many
participants
are
extremely
worried
about
college
finances,
which
directly
affect
their
academic
success.
About
90%
of
undocumented
students
have
an
annual
household
income
below
$50,000.
With
limited
access
to
in-­‐state
tuition
or
financial
aid,
many
undocumented
students
choose
to
work
for
a
while
to
save
for
college
or
take
time
off
during
school
to
make
more
money.
Mcardle,
Elaine.
"What
About
the
Dreamers?"
Harvard
Graduate
School
of
Education.
Harvard
Ed.
Magazine,
15
Aug.
2015.
Web.
18
Mar.
2016.
Most
families
have
one
or
more
family
members
who
are
in
the
United
States
illegally,
which
results
in
the
entire
household
contributing
to
the
income
of
the
household.
Since
they
have
the
hardships
of
fighting
for
equal
wages,
they
tend
to
work
in
positions
where
the
pay
is
less
than
the
average
minimum
wage.
For
many
families,
they
live
on
a
paycheck-­‐to-­‐paycheck
schedule,
and
cannot
afford
to
think
about
college
or
higher
education.
Many
DACA
students
cannot
afford
to
think
about
how
they
can
pay
for
college
if
they
can
barely
pay
for
the
food
on
the
table.
Undocumented
youth
have
the
highest
dropout
rate
in
the
country
since
most
end
up
skipping
school
to
help
provide
for
their
families
financially.
For
many
DACA-­‐recipients,
life
is
not
easy.
They
are
afraid
to
announce
their
status
to
the
world,
because
it
provides
them
with
a
label
that
can
be
changed
or
revoked
at
any
time.
Getting
DACA-­‐status
is
no

28. 28
easy
feat.
Although
there
are
650,000
youth
that
are
undocumented,
only
half
of
the
eligible
youth
have
applied.
For
many,
life
is
a
continuous
identity
crisis.
Sakuma,
Amanda.
"5
Things
You
May
Not
Have
Known
about
DACA."
Msnbc.com.
NBC
News
Digital,
2015.
Web.
16
Mar.
2016.
Many
undocumented
immigrants
are
distrustful
of
the
government
and
are
not
likely
to
obtain
DACA
status
despite
their
preference
for
the
benefits
of
DACA.
Benefits
like
a
social
security
number,
work
permit
and
driver’s
license
are
huge
motivators
to
those
eligible,
but
the
impact
of
coming
out
as
DACA
exposes
the
immigration
status
of
one's
family
which
is
a
risk
many
will
not
take.
People
who
have
a
strong
bond
with
institutions,
such
as
universities
and
communities,
have
a
higher
chance
of
applying
for
DACA
status.
A
study
of
undocumented
students
in
the
University
of
California
found
that
35%
of
college
students
with
DACA
status
reported
having
significant
anxiety
levels
above
the
clinical
rate.
Researcher
Suárez-­‐Orozco
was
surprised
to
see
the
continuing
fear
associated
with
deportation.
Singer,
Audrey,
and
Nicole
Prchal
Svajlenka.
“Immigration
Facts:
Deferred
Action
for
Childhood
Arrivals
(DACA).”
The
Brookings
Institution.
Series:
Immigration
Facts
Series
Number
3
of
24.
14
Aug.
2013.
Web.
16
Mar.
2016.
Brookings
Institution
was
able
to
tell
us
some
psychographics
of
DACA
recipients:
“
Many
applicants
are
motivated
by
opportunities
to
come
out
of
the
shadows
and
apply
for
a
work
authorization
card,
to
gain
eligibility
for
in-­‐
state
tuition
at
public
colleges
and
universities
(for
residents
of
19
states),
and
to
apply
for
driver’s
license
(45
states).”
According
to
this
fact,
we
can
determine
that
health
care
insurance
is
not
a
main
priority
of
motivation
when
people
register
for
DACA.

29. 29
In
2013,
Brookings
Institution
reported
data
from
91,503
female
applicants
and
88,452
male
applicants
who
are
between
the
ages
of
19
to
23.
On
March
22,
2013,
DACA
approval
rates
were
at
46.5%.
From
this
we
can
learn
that
“New
York
has
one
of
the
most
diverse
compositions,
with
Asian,
Caribbean,
and
Central
American
applicants
each
make
up
16
percent,
South
Americans
comprising
22
percent,
and
Europeans
and
Africans
with
4
and
3
percent,
respectively.”
The
knowledge
of
understanding
what
percentage
of
ethnicity
makes
up
the
New
York
State
DACA
applicant
pool
can
be
used
and
reflected
on
the
CCNY
campus.
Wong,
Tom
K.,
Kelly
K.
Richter,
Ignacia
Rodriguez,
and
Philip
E.
Wolgin.
"Results
from
a
Nationwide
Survey
of
DACA
Recipients
Illustrate
the
Program’s
Impact.”
Center
for
American
Progress.
9
July
2015.
Web.
19
Mar.
2016.
The
Center
for
American
Progress
discusses
results
from
a
nationwide
survey
designed
to
measure
DACA’s
impact
on
recipients.
Most
of
the
benefits
of
receiving
DACA
include
an
overall
change
in
the
recipient’s
quality
of
life.
Since
becoming
“DACAmented,”
individuals
have
had
their
wages
increase
45
percent
per
hour
due
to
having
a
work
permit.
Other
benefits
that
string
from
the
work
permit:
69
percent
of
individuals
got
a
job
with
better
pay,
and
57
percent
are
“able
to
earn
more
money,
helping
their
family
financially.”
92
percent
of
those
in
school
have
pursued
educational
opportunities
they
“previously
could
not”
and
21
percent
of
recipients
bought
their
first
car.
Not
only
does
this
article
demonstrate
the
benefits
of
DACA
for
the
recipients,
but
it
sheds
light
on
the
hardships
that
undocumented
individuals
face
without
DACA.
Without
DACA,
they
may
work
for
low,
stagnant
wages
and
have
little
room
for
economic
and
educational
growth.

30. 30
To
hard-­‐working
and
motivated
DACA
students,
healthcare
is
the
DACA
benefit
that
makes
having
a
work
permit,
social
security
card,
and
driver’s
license
more
powerful
–
acting
as
a
cushion
to
help
you
take
full
advantage
of
each
and
every
one.
Target
Market
Incentive
Statement

31. 31
PART
I:
THE
WORK
PLAN
SWOT
Analysis
Strengths:
● DACA
recipients
receive
many
benefits
with
the
status,
such
as
a
work
permit,
social
security
number,
driver’s
license,
and
health
insurance
(Medicaid).
● There
are
multiple
locations
in
the
New
York
area
for
immigrants
to
access
help
and
information,
such
as
CUNY
Citizenship
Now!,
when
applying
for
DACA
status.
Weaknesses:
● DACA
status
is
temporary,
as
it
only
lasts
for
two
years.
CCNY
is
a
four
year
university
so
that
would
mean
many
DACA
student
recipients
would
have
to
renew
their
status
at
least
once
if
they
want
to
stay
in
school.
● Many
DACA
recipients
are
not
aware
that
Medicaid
is
a
benefit
they
can
obtain
through
DACA
status.
For
those
who
are
aware
about
Medicaid
as
a
benefit,
they
do
not
believe
it
is
as
important
as
the
other
benefits
(receiving
a
work
permit,
social
security
number,
and
driver’s
license).
They
focus
more
on
the
other
benefits
rather
than
on
obtaining
health
insurance.
● Since
DACA
status
does
not
declare
the
recipient
as
a
permanent
resident
of
the
United
States,
the
status
may
be
revoked
under
certain
circumstances.
Such
circumstances
include
failing
to
inform
the
government
about
travel
plans
and
committing
a
crime.
● DACA
applications
are
expensive.
It
costs
$465
every
two
years
for
renewal.
The
price
is
a
burden
for
DACA
recipients,
considering
that
many
of
them
are
not
paid
very
well
in
their
jobs.
In
addition,
students
have
other
financial
obligations
such
as
school
tuition.
On
top
of
paying
for
the
renewal
applications,
many
recipients
also
have
to
pay
for
legal
services.

32. 32
Opportunities:
● By
building
relationships
or
partnerships
with
health-­‐centric
coalitions
we
can
reach
out
to
many
more
DACA
recipients
and
inform
them
about
health
coverage
plans
that
they
are
eligible
for.
● Many
DACA
recipients
are
active
in
community
groups.
By
collaborating
with
established
nonprofit
organizations,
such
as
Young
Invincibles,
large
churches,
and
the
YMCA,
it
may
increase
enrollment
in
health
care
insurance.
Threats:
● DACA
status
is
a
Temporary
Protected
Status
Program
(TPS),
which
means
it
does
not
promise
permanent
residency.
Recipients
must
renew
their
status
every
two
years,
and
if
their
status
is
not
renewed
or
if
their
eligibility
changes,
then
they
no
longer
qualify
for
the
benefits.
● The
idea
of
deportation
by
the
U.S.
Citizenship
and
Immigration
Services
deters
many
DACA
recipients
and
their
families
from
seeking
other
government
assistance
programs.
Key
Fact:
Eligible
students
are
actively
seeking
DACA
status
and
apply
to
DACA
for
very
specific
reasons:
to
get
a
social
security
number,
driver’s
license,
and
work
permit.
Once
they
obtain
these
basic
needs,
they
feel
like
they
have
taken
advantage
of
all
the
status
has
to
offer
and
do
not
investigate
the
healthcare
benefits.
How
Can
a
Marketing
Communications
Campaign
Address
This?
A
marketing
communications
campaign
can
address
this
by
changing
attitudes
towards
health
care
and
health
insurance.
Health
insurance
is
just
as
important
as
getting
a
social
security
card,
work
permit,
and
a
driver’s
license.

33. 33
PART
II:
THE
COMMUNICATION
STRATEGY
What
is
the
Product
or
Service?
a. Reality:
● DACA
status
is
a
U.S.
immigration
policy
permitting
certain
undocumented
immigrants
to
receive
a
renewable
two-­‐year
work
permit
and
temporary
exemption
from
deportation.
● The
$465
DACA
application
fee
entirely
funds
the
U.S.
Citizenship
and
Immigration
Services
(USCIS)
who
processes
DACA
requests.
● DACA
status
is
revocable
and
unpredictable
depending
on
the
current
political
situation
b. Perception:
● Having
DACA
status
provides
recipients
opportunities
not
available
in
their
native
country.
● DACA
status
is
an
invisible
cloak
to
become
integrated
into
American
society
● With
DACA
status
people
are
given
a
social
security
number
and
they
can
use
those
credentials
to
apply
for
a
work
permit
and
driver’s
license.
Who
is
the
Principal
Competition?
● CUNY
Citizenship
Now
and
other
immigration
law
organizations,
and
immigration
aid
services
(e.g.,
NY
Legal
Aid
Society:
Immigration
Law
Unit)
that
are
resources
for
DACA
recipients.
They
go
to
these
outlets
for
information
and/or
assistance.
● idNYC
-­‐
This
city
program
allows
all
New
York
residents,
regardless
of
immigration
status,
to
have
a
government
issued
identification
card.
idNYC
aims
to
reach
a
target
audience
that
includes
people
of
DACA
status.
Who
are
the
Prospects?
a.
Demographics:
● Male
and
female
CCNY
DACA
students

34. 34
● DACA
recipients
who
are
between
the
ages
of
16
and
31,
because
that
is
the
age
requirement
for
DACA
and
also
the
age
range
of
college
students.
● DACA
recipients
who
are
earning
less
than
$16,000
individually,
because
they
are
mainly
the
ones
who
are
eligible
to
apply
for
affordable
health
insurance
options.
● People
of
various
ethnic
backgrounds,
because
people
with
DACA
status
are
diverse
and
include
ethnicities
such
as
Hispanic,
Latino,
Caucasian,
Black,
Asian
or
Pacific
Islander.
However,
the
primary
groups
are
Hispanic
or
Latino
and
Asian
because
these
ethnicities
are
the
top
recipients
of
DACA
status.
b. Psychographics:
● Hardworking
and
motivated
DACA
status
millennials
who
believe
they
are
invincible
and
do
not
see
the
value
of
health
insurance.
● DACA
status
individuals
who
are
health
conscious
and
believe
if
they
take
good
care
of
themselves
they
would
never
need
to
visit
a
clinic
or
hospital.
● DACA
student
recipients
who
are
striving
to
be
a
part
of
the
American
culture.
● DACA
recipients
with
an
aspiration
to
obtain
U.S.
residency
and/or
citizenship.
● Community
minded
c. Geographics:
● New
York
City
 Brooklyn,
-­‐
Crown
Heights,
Flatbush,
Bay
Ridge
 Queens
–
Kew
Gardens,
Flushing,
Woodside
 Bronx
–
Fordham,
Woodlawn,
`Bedford
Park
 Manhattan
–Washington
Heights,
Chinatown,
Harlem
 Staten
Island
–
Stapleton,
Ward
Hill,
Livingston
● Long
Island
–
Babylon,
Merrick
d. Media
Patterns:

35. 35
● DACA
Millennials
(like
those
who
don’t
have
DACA
status)
are
consumed
by
the
Internet
and
mobile
applications.
They
expect
push
notifications
and
instant
access
to
information.
● Our
target
audience
is
very
active
on
social
media,
including
Instagram,
Twitter,
Snapchat,
and
Facebook.
Often
times,
they
get
their
information
and
breaking
news
from
these
platforms.
● Access
syndicated
online
news
via
mobile
devices
to
keep
up
to
date
with
current
events
-­‐
NY
Times,
BuzzFeed
and
Huffington
Post
apps
among
the
more
popular.
e. Buying/Use
Patterns:
DACA
status
millennials
are
just
like
any
other
millennial
in
that
they
are
well
integrated
into
their
communities.
So
it
is
not
unusual
to
see
that
their
behaviors
and
attitudes
are
not
any
different
from
an
American
born
millennial.
● DACA
Millennials
have
a
short
attention
span
and
little
patience.
Finding
reliable
and
“straight
to
the
point”
sources
online,
alleviates
the
stress
of
going
back
and
forth
and
helps
those
seeking
DACA
status
to
find
the
right
location
to
pay
the
$85
biometric
fee
for
a
background
check
and
$380
fee
for
EAD
(worker’s
permit).
● DACA
Millennials
are
multitaskers.
They
are
looking
at
more
than
one
screen
at
once.
This
may
pose
a
problem
for
our
communications
campaign
since
they
are
less
likely
to
be
engaged.
● Convenience
is
paramount.
DACA
Millennials
shop
online
for
clothing
and
use
interactive
food
delivery
applications
to
get
items
delivered
directly
to
their
location.
The
Competitive
Consumer
Benefit:
By
having
healthcare
coverage,
DACA
students
will
be
taking
care
of
their
health,
which
leads
to
less
stress
and
more
happiness.

36. 36
The
Support:
Having
health
insurance
allows
DACA
recipients
to
worry
less
about
medical
expenses
because
they
are
covered
financially,
thereby
easing
their
financial
anxieties
and
enabling
them
to
focus
their
energy
on
other
important
tasks,
such
as
school
and
work.
According
to
our
survey,
60%
of
surveyed
CCNY
DACA
students
said
health
insurance
made
them
feel
more
secure.
The
Target
Market
Incentive
Statement:
To
hard-­‐working
and
motivated
DACA
students,
healthcare
is
the
DACA
benefit
that
makes
having
a
work
permit,
social
security
card,
and
driver’s
license
more
powerful
–
acting
as
a
cushion
to
help
you
take
full
advantage
of
each
and
every
one.
Communication
Objective
-­‐ What’s
the
Main
Point?
When
you
sign
up
for
DACA,
do
not
stop
at
securing
a
social
security
card,
work
permit,
and
driver’s
license.
Make
healthcare
a
priority
when
enrolling
in
DACA.
-­‐ Action
to
Be
Taken:
As
a
result
of
the
campaign,
students
of
DACA
status
will
have
both
a
change
of
attitude
and
change
of
action.
Students
will
want
to
reach
out
to
MSKCC
healthcare
representative,
Cynthia
Gonzalez,
for
more
information
about
enrolling
in
Medicaid.
For
new
DACA
students,
when
they
are
enrolling
for
DACA,
they
will
seek
out
the
status
for
the
healthcare
benefit.
To
those
that
are
already
enrolled
as
DACA,
healthcare
will
be
one
of
the
driving
factors
for
renewing
their
status.
Brand
Personality:
The
brand
personality
is
both
serious
and
realistic
because
the
goal
is
to
get
DACA
recipients
to
recognize
that
health
care
coverage
is
a
fourth
benefit
that
is
needed
to
fulfill
the
common
three
–
social
security
card,
driver’s
license,
and
worker’s
permit.

37. 37
Mandatories:
● Campaign
Tagline:
“DACA
Healthcare.
Make
it
whole.”
● Cynthia
Gonzalez,
MSKCC
Healthcare
Representative,
contact
information
Gonzalc4@mskcc.org
● DHS
Official
Website:
https://www.dhs.gov/deferred-­‐action-­‐childhood
arrivals
● Official
Medicaid
Website:
http://www.medicaid.gov