Hello, My Name is Millennial - ERICSA

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ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30Hershey Lodge ▪ Hershey, Pennsylvania

Hello, My Name is MillennialMeeting The Online Needs Of Today's Child Support

Customer And Beyond

ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania

Today’s Moderator

Zachary R. SteedAVP – Business DevelopmentSystems & Methods, Inc. (SMI)

How Millenial Are You?

Today’s SpeakersMike Moreno, MBA, Marketing and

Program Manager, CiviTek

Jean L. Klingle, Division Director,Kentucky Office of Health Benefit andHealth Information Exchange

Chris Faupel, Program CommunicationsManager, Florida Department ofRevenue

Mike Moreno, MBAMarketing and Program Manager, CiviTek

Who are Millennials?

Most racially diverse generation EVER– more than 4 in 10 are non-whiteMost democratic-voting generation in

40 yearsStrong family “values” is their major

priorityHappy with direction the country is

headed

18 – 34 years old

Other GenerationsGen Xers – 1965 to 1980Baby Boomers – 1946 to 1964Silent Gen – 1928 – 1945Greatest Gen – before 1928

Who are Millennials?18 – 34 years old

Most democratic-voting generation in40 yearsStrong family “values” is their major

priorityHappy with direction the country is

headed

Most Racially Diverse Gen

Who are Millennials?18 – 34 years oldMost racially diverse generation EVER

– more than 4 in 10 are non-white

Strong family “values” is their majorpriorityHappy with direction the country is

headed

Most Democratic Gen

– more than 4 in 10 are non-whiteMost democratic-voting generation in

40 years

Happy with direction the country isheaded

Strong Family Values

– more than 4 in 10 are non-whiteMost democratic-voting generation in

40 yearsStrong family “values” is their major

priority

Happy with Country’s Direction

Takeaway?

The Tech GenBorn during the information ageWorld has become smaller/more

accessible due to the Internet andonline social networkingTechnology and online social

networking has improved grass rootspoliticsMore cheap and efficient connections

to friends and family, than ever beforeLess differences, more togetherness,

better world

Tech Drives Everything

New technology improvesrelationships with friends and familyNew Technology allows people to use

their time more efficiently

Makes Life Easier

New technology improves quality oflife

New Technology allows people to usetheir time more efficiently

Closer To Friends And Family

New technology improves quality oflifeNew technology improves

relationships with friends and family

Best Use Of Time

Getting there Attention

Getting their Attention

Meet them where they share ideas andconsume informationHINT: It’s all about the smartphone

Lower income may not have stablehousing, transportation, access to acomputer w/Internet

Much more likely to have a smartphonewith a data plan

Takeaway: have an easy-to-use mobile website

Have a clear wheninteracting through online socialnetworksSay what you mean and do what you

sayOnline Social Marketing must be high

priority.24/7 – Social Marketing gets a

day off.

Online Social Marketing must be a 2 wayconversationThey love a good cause and sharing

ideasOpportunity to share and receive

feedbackProvides clearer idea of what you offer

and helps them feel apart of making itbetter

Be dynamic and engaging with yourinteractionsDon’t be afraid to be edgy or use

humorGet visual with info graphics, games,

and videos

Most importantly, be aThey value relationships, so find the

story that unites you to them and tell itRelate the story to their goalsTell them how you have helped others,

and how you can help them, too

Marketing to Millenials

Jean L. Klingle, Division DirectorKentucky Office of Health Benefitand Health Information Exchange

Kentucky’s Marketplace

The Affordable Care Act (ACA)requires states to create their ownmarketplaces or default to a federalexchangeKentucky opted to create its own state-

based marketplaceKentucky also opted to expand the

Medicaid Program

kynect Branding

Percentage of Uninsured by County 2012

Uninsured by County after April 15, 2014

2014 Enrollment Metrics

Individuals by Gender

Female

Individuals Enrolled in JAN 2015 byProgram

Medicaid

QHP without APTC

QHP with APTC

Key Target Audience

Young Millennials

Tax Credit Eligible Single Parents Newly Released

from Incarceration English Second

Language

Focus Group Research4 Millennial Focus Groups

Spring 2014, Lexington KY

2 uninsured and 2 insured

TARGETED QUESTIONS:What did they know about kynect?How did they learn about kynect?What messages motivate them?What events did they attend?What giveaways would prompt them to learn aboutkynect?

Focus Group Findings

Hard to get on Millennial radarLead busy lives, many as single

parentsHad trouble with online application and

stoppedTendency to work around the systemAffordability is a key messageParents are big influencer

Targeted Efforts

Key MessagesMobile AppRetail StoreHealthy BuzzUntraditional

MediaSocial Media

Targeted Messages

• If you think you can’t afford to beinsured,think again.

• Yes, we’ve got an app for that, too.

• Visit the kynect retail store atFayette Mall.

Sample Message

Mobile App

EMPHASIS ON HELP& EASE OF USE• Find insurance agents,

kynectors and events withGPS

• Explore plan options• Answer FAQs• Prescreen for eligibility• Access kynect account• Submit documents

Downloads

8,500 downloads in three months

kynect Retail Store

• Located in Lexington• Open November –

February• Stage events to

draw traffic• Staffed by insurance

agents, kynectors &caseworkers

• Offer enrollment,renewal, and caseassistance

If you build it, they will comeRetail Store5,938 applications7,592 touchesin 3 ½ months

Healthy BuzzEnrollment events aimed at community

colleges and technical schoolsPop-up coffee shop with branded

coffee cup sleevesWheel of

Misfortune

Other OutreachKentucky State FairBack to School NightsSports EventsGas Stations & RestaurantsAnywhere Young Invincibles Go

Targeted Media

Digital Media

Social Media

Millennial-Aimed Tweeting

Maximizing Partnerships

Health Literacy

Multilingual Efforts

Thank you!

Hello, My Name is Millennial:Florida’s Approach

Chris FaupelProgram Communications Manager, Florida

Florida’s Overview• 682,000 open active cases• 46% have at least one millennial aged

parent (18-34 years old)• Over 13.5 million hits to the website in

12 months• 74% of those hits were from mobile

devices

Customer Service Goal

We want to add value with every contactby• making more information available to

customers,• increasing participation and

understanding,• building positive customer

relationships, and• increasing ability to self-serve.

PlanOnline service options

Self-service options

Web chat options

Social media

Website enhancements

Mobility options

Online Service OptionseServices• Access to case information 24/7• Information updated in real time• View and print payment information• Update contact information• View latest actions on a case• View a support order

Employer Services• Access for employers to report terminations

on employees with a child support obligation

eServices Total Users

eServices

Self-service Options• In-lobby access to a computer• Access to eServices• Access to Department of Employment

Opportunity for job search• Access to our website

Web Chat• In-house solution• Allows agents to handle multiple chats

at a time (up to 4 customers)

Averages in the last 12 months:• 7,745 chats started• 5,977 chats handled• 79% of customers served• 85% satisfaction rate

Social Media• Twitter• YouTube

Website Enhancements• Updated look & feel• Mobile compatible views• Content Management System

approach – on the fly updates• Integration of social media (link to it

and from it)

Florida’s Child Support Website

Mobility Options• QR codes on walk-away materials• Mobile-friendly website

Web Survey Results• Options for online forms & notices• Alerts, text messages• Email

WHY DID YOU VISIT OUR WEBSITE?

Resourcing for Online Services

Web Chat TeamCommunications Team

Technical Staff

Next Steps• Resourcing for online service options• Integration points (e.g. web chat on

eServices)• One-stop registration for eServices• Online application for services• eServices smartphone app• Online forms & notices• Text alerts

Questions?

Hello, My Name is Millennial - ERICSA

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