Rose Community Foundation: CHP+Market Sector: Government Agencies Nonprofits Strategic Planning
Marketing Research and Strategy Development
The State of Colorado and Rose Community Foundation sought to increase participation in the Children’s Health Insurance Plan (CHP+) among eligible diverse, multi-ethnic audiences. To do so, they first needed to understand what enrollment barriers eligible participants faced.
SageRiver designed and facilitated a marketing strategy development process with stakeholders who were poised to support and influence CHP+ enrollment. As part of the strategy process, SageRiver conducted focused market research with multi-ethnic groups to gather rich, clarifying information about community members who were eligible but not enrolling. The research helped to identify communication strategies and capacity-building needs for reaching the unenrolled target audience along every phase of the consumer decision-making model.
SageRiver presented the results of this initiative to numerous interested constituents, including the Colorado State Legislature’s Health Committee. In addition to achieving the initial goal of increasing CHP+ enrollment, the initiative helped deepen understanding of the populations the program was designed to serve.Tags: Custom Facilitation / Environmental Scan / Facilitation / Government Agencies / Health Care / Marketing Research / Marketing Strategy / Nonprofits / Strategic Planning