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)
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
How Millenial Are You?
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30Hershey Lodge ▪ Hershey, Pennsylvania
Mike Moreno, MBAMarketing and Program Manager, CiviTek
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
18 – 34 years old
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Other GenerationsGen Xers – 1965 to 1980Baby Boomers – 1946 to 1964Silent Gen – 1928 – 1945Greatest Gen – before 1928
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Most Racially Diverse Gen
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Most Democratic Gen
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Who are Millennials?18 – 34 years oldMost racially diverse generation EVER
– more than 4 in 10 are non-whiteMost democratic-voting generation in
40 years
Happy with direction the country isheaded
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Strong Family Values
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Who are Millennials?18 – 34 years oldMost racially diverse generation EVER
– more than 4 in 10 are non-whiteMost democratic-voting generation in
40 yearsStrong family “values” is their major
priority
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Happy with Country’s Direction
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Takeaway?
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Tech Drives Everything
New technology improvesrelationships with friends and familyNew Technology allows people to use
their time more efficiently
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Makes Life Easier
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Tech Drives Everything
New technology improves quality oflife
New Technology allows people to usetheir time more efficiently
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Closer To Friends And Family
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Tech Drives Everything
New technology improves quality oflifeNew technology improves
relationships with friends and family
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Best Use Of Time
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Getting there Attention
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Getting their Attention
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.
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Getting their Attention
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Getting their Attention
Be dynamic and engaging with yourinteractionsDon’t be afraid to be edgy or use
humorGet visual with info graphics, games,
and videos
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Getting their Attention
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30Hershey Lodge ▪ Hershey, Pennsylvania
Marketing to Millenials
Jean L. Klingle, Division DirectorKentucky Office of Health Benefitand Health Information Exchange
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
kynect Branding
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Percentage of Uninsured by County 2012
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Uninsured by County after April 15, 2014
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
2014 Enrollment Metrics
54%
46%
Individuals by Gender
Female
Male
93%
2%5%
Individuals Enrolled in JAN 2015 byProgram
Medicaid
QHP without APTC
QHP with APTC
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Key Target Audience
Young Millennials
Tax Credit Eligible Single Parents Newly Released
from Incarceration English Second
Language
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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?
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Targeted Efforts
Key MessagesMobile AppRetail StoreHealthy BuzzUntraditional
MediaSocial Media
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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.
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Sample Message
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Downloads
8,500 downloads in three months
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
If you build it, they will comeRetail Store5,938 applications7,592 touchesin 3 ½ months
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Healthy BuzzEnrollment events aimed at community
colleges and technical schoolsPop-up coffee shop with branded
coffee cup sleevesWheel of
Misfortune
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Other OutreachKentucky State FairBack to School NightsSports EventsGas Stations & RestaurantsAnywhere Young Invincibles Go
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Targeted Media
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Digital Media
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Social Media
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Millennial-Aimed Tweeting
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Maximizing Partnerships
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Health Literacy
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Multilingual Efforts
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Thank you!
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30Hershey Lodge ▪ Hershey, Pennsylvania
Hello, My Name is Millennial:Florida’s Approach
Chris FaupelProgram Communications Manager, Florida
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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.
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
PlanOnline service options
Self-service options
Web chat options
Social media
Website enhancements
Mobility options
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
eServices Total Users
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
eServices
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Social Media• Twitter• YouTube
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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)
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Florida’s Child Support Website
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Mobility Options• QR codes on walk-away materials• Mobile-friendly website
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Web Survey Results• Options for online forms & notices• Alerts, text messages• Email
WHY DID YOU VISIT OUR WEBSITE?
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Resourcing for Online Services
Web Chat TeamCommunications Team
Technical Staff
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
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
ERICSA 52nd Annual Training Conference & Exposition ▪ April 26 – 30 ▪ Hershey Lodge ▪ Hershey, Pennsylvania
Questions?