NJ Department of Human Services Division of Aging Services Senior Radio Campaign SHIP

Apr 1

Objective:

Working with the NJ Department of Human Services Division of Aging Services, develop and execute a comprehensive, bilingual (English and Spanish) radio marketing campaign focused on raising awareness across all of New Jersey regarding the availability of free, unbiased Medicare counseling through the State Health Insurance Assistance Program (SHIP) and Medicare cost-assistance programs.

Phase one of the campaign focused on raising organizational awareness over the summer and early fall, while phase two focused on driving awareness of the December 7 deadline for the Medicare Open Enrollment period. Phase three (Q1 2023) continued to focus on awareness and increasing website and hotline engagement. The primary goal is to encourage Medicare-eligible beneficiaries to seek information and guidance on coverage issues or help paying for Medicare premiums and copayments by visiting the Division’s website at Aging.NJ.gov or by calling the toll-free hotline. To maximize reach and budget, Positive Solutions encouraged the client to expand their original request for statewide over-the-air radio to include media buys with digital streaming audio, digital display ads, social media lookalike digital ads, and billboards.

Results:

Created copy, radio scripts, and graphic design for bilingual materials that appeal to Medicare-eligible individuals and their families

$339,427 outreach plan includes a comprehensive approach with highly targeted traditional over-the-air radio ads, digital streaming audio ads, digital display and social media lookalike ads, and 278 digital billboards across the State of New Jersey.
Over the 26-week timeframe, Positive Solutions delivered:

Over-the-air radio and streaming audio ads on 12 NJ radio stations, reaching 22.8M+ listeners
20.7M+ digital display and streaming audio ad impressions
2.84M+ impressions via 278 billboards placed in high traffic locations across New Jersey
18.25% more high-quality monthly web traffic: As of September 30, 2022, the Aging.nj.gov homepage saw an average of 1,770 more monthly page views than before the campaign. Additionally, visitors were spending an average of about 2 minutes on the site.