Opting In: A Pioneering Direct Marketing Campaign Designed to Empower LowIncome Women to Become Cham

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Opting In A Pioneering Direct Marketing
Campaign Designed to Empower Low-Income Women to
Become Champions for Change.

Network for a Healthy California 2008
Conference Breakout Session One Room
204 Presented by RSE, Field Research and
handshake Marketing, January 23, 2008
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Agenda

• Formative research (10 minutes)
• Implementation (15 minutes)
• Results (40 minutes)
• Discussion (25 minutes)

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1. FORMATIVE RESEARCH
Discovering a highly motivating context for the
direct mail campaign
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Discovering a highly motivating context for the
direct mail campaign

• Discovering listening to intended recipients
  
• 8 consumer panels in California
• Spanish-dominant, African American, Multicultural
• really varied stimulus and approaches

5
Discovering a highly motivating context for the
direct mail campaign

• Motivating context an execution theme that
  encourages
• opening the mail piece

6
Discovering a highly motivating context for the
direct mail campaign

• Motivating context an execution theme that
  encourages
• opening the mail piece
• reading, valuing and using the information

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Discovering a highly motivating context for the
direct mail campaign

• Motivating context an execution theme that
  encourages
• opening the mail piece
• reading, valuing and using the information
• perceptions of norms (women like me are doing
  this)

8
Discovering a highly motivating context for the
direct mail campaign

• Motivating context an execution theme that
  encourages
• opening the mail piece
• reading, valuing and using the information
• perceptions of norms (women like me are doing
  this)
• feelings of self-efficacy (I can do this)

9
Discovering a highly motivating context for the
direct mail campaign

• Motivating context an execution theme that
  encourages
• opening the mail piece
• reading, valuing and using the information
• perceptions of norms (women like me are doing
  this)
• feelings of self-efficacy (I can do this)
• appreciation of the brand

10
Discovering a highly motivating context for the
direct mail campaign

• Motivating context an execution theme that
  encourages
• opening the mail piece
• reading, valuing and using the information
• perceptions of norms (women like me are doing
  this)
• feelings of self-efficacy (I can do this)
• appreciation of the brand
• taking action

11
Discovering a highly motivating context for the
direct mail campaign

• Opening the mail piece Low-income mothers
  described whats typically in their mailbox, and
  whats not

Typical retail, credit, insurance offers
Atypical health information, DVDs
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Discovering a highly motivating context for the
direct mail campaign

• Opening the mail piece Spanish-dominant and
  African American moms chose support to lower
  their familys health risks as the mail piece
  topic they would open first.

DVD Case Title Ratings ( 4 or 5 on a
5-point scale)
Spanish African Tota
l Dominant American The help you need to lower
your chances of obesity, high blood pressure and
Type II diabetes in your family.
80 91 87 Healthy food. Healthy kids.
Moms make it happen. 81 82 83 The next 30
minutes could make a lifetime of difference
76 61 82
for your
kids. Youre holding the answer to healthier
children. 75 78 71 Be a hero mom. Find
out how, inside. 63 64 53
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Discovering a highly motivating context for the
direct mail campaign

• Reading, valuing and using the information
  Low-income mothers showed very high interest in a
  broad range of prevention-related topics
• - the key role, power of mothers in prevention
  individually at home and collectively in the
  community
• - recommendations and goal-setting
• - benefits of eating more fruits vegetables,
  being more physically active
• - range of 1st-person stories from mothers like
  themselves
• - variety of tips, recipes focused on
  overcoming barriers

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Discovering a highly motivating context for the
direct mail campaign

• Reading, valuing and using the information
  Materials scored very high on a range of
  diagnostic measures

Brochure and DVD Ratings ( 4 or 5 on a
5-point scale)
Brochure DVD Clarity
94 91 Character Believability 87 86 C
ontent Believability 94 89 Utility 94
86 Relevance 91 78 Attraction 92 79
Persuasiveness 87 65 Motivation eat more
fruits vegetables 97 87 Motivation get
more physical activity 94 83
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Discovering a highly motivating context for the
direct mail campaign

• Perceptions of norms (women like me are doing
  this) Of greatest appeal, overall, was the
  depiction of multiple, diverse and very real
  mothers sharing their experiences and serving as
  believable role models

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Discovering a highly motivating context for the
direct mail campaign

• Perceptions of norms (women like me are doing
  this) Of greatest appeal, overall, was the
  depiction of multiple, diverse and very real
  mothers sharing their experiences and serving as
  believable role models
• Im busy, and what I see is that these people
  are busy too, but they still
• have the time to cook.
  
  
• (African American mother, Oakland)
• I could relate to them all. They are all moms
  just to read what they are
• going through.
• (African American mother, Oakland)

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Discovering a highly motivating context for the
direct mail campaign

• Perceptions of norms (women like me are doing
  this) Of greatest appeal, overall, was the
  depiction of multiple, diverse and very real
  mothers sharing their experiences and serving as
  believable role models
• To me they looked like real women, they looked
  like average women
• I see everyday.
• (Mother in Multicultural Panel, Fresno)
• They are all moms. And that, in itself, catches
  you because its like Oh,
• finally from our point of view Its all moms
  that know what we are going
• through and they are doing it too.
• (Mother in Multicultural panel, Fresno)

18
Discovering a highly motivating context for the
direct mail campaign

• Feelings of self-efficacy (I can do this) The
  depiction of believable role models gave behavior
  change a realistic, practical, achievable aura

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Discovering a highly motivating context for the
direct mail campaign

• Feelings of self-efficacy (I can do this) The
  depiction of believable role models gave behavior
  change a realistic, practical, achievable aura
• (The tip regarding) How I got my kids to love
  fruits and vegetables. I
• thought maybe I could get (my daughter) to help
  me cook and maybe she
• would like more things. She might even eat
  something green!
• (African American Mother, Oakland)
• They are realistic things, if you are motivated
  and want this for your family.
• The little hints are short, brief and to the
  point. I thought this was really
• helpful. I really enjoyed this.
• (Mother in Multicultural panel, Fresno)

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Discovering a highly motivating context for the
direct mail campaign

• Feelings of self-efficacy (I can do this) The
  depiction of believable role models gave behavior
  change a realistic, practical, achievable aura
• It had suggestions, like planting a garden,
  growing your own food. Thats
• something kids can get involved with, or taking
  them to a place where you
• can pick the vegetables. And preparing food,
  getting them involved in that.
• (Mother in Multicultural Panel, Fresno)
• When I shop, I get what I like. So the kids end
  up eating what I like to eat.
• Maybe I should try taking the kids shopping with
  me so they can try new
• things pick out what they like.
• (African American mother, Oakland)

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Discovering a highly motivating context for the
direct mail campaign

• Appreciation of the brand moms saw themselves
  as the Champions for Change
• Champions within their own families
• Collective champions for the community
• Inspirational, empowering ideas

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Discovering a highly motivating context for the
direct mail campaign

• Taking action Mothers indicated a genuine
  interest in acting upon this intervention in a
  variety of ways
• Keeping the information e.g. posting it on the
  fridge
• Sharing materials with friends and family members
• - Requesting more tips and recipes in the mail
• - Nominating women they know as future role
  models

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Discovering a highly motivating context for the
direct mail campaign

• MOTIVATING CONTEXT
• Realistic role models playing vital roles as
  mothers.

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2. IMPLEMENTATION
Executing the intervention to be both in-depth
and scalable
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Executing the intervention to be both in-depth
and scalable

• Low-income mothers are hungry for in-depth
  nutrition information
• - Knowledge about health risks and prevention
• - Specific nutrition and physical activity
  guidelines
• - New skills in the form of tips and recipes to
  try
• - Personal accounts from other moms
• - The collective power of mothers to speak up in
  their community for environmental change

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Executing the intervention to be both in-depth
and scalable

• DM mailer helps achieve a greater level of direct
  intervention than mass media can achieve on its
  own.
• Cost investment versus the cost impact of
  obesity.
• DM campaign reflects higher level of investment
  in the health and well-being of low-income moms
  and their families.

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Executing the intervention to be both in-depth
and scalable

• Real Moms Healthy Kids DM mailer delivered to
  six target counties
• - Los Angeles
• - Orange
• - Ventura
• - Fresno
• - Western San Bernardino
• - Western Riverside

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Executing the intervention to be both in-depth
and scalable

• A complete, multimedia and easy-to-use format.

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Champions for Change DVD
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Executing the intervention to be both in-depth
and scalable

• Nutrition Support Materials Mini Magazine

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Executing the intervention to be both in-depth
and scalable

• Nutrition Support Materials Mini Magazine

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Executing the intervention to be both in-depth
and scalable

• Nutrition Support Materials Success Cards

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Executing the intervention to be both in-depth
and scalable

• Nutrition Support Materials Success Cards

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Executing the intervention to be both in-depth
and scalable

• Assessment Tool Fruit Vegetable Slide Guide

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Executing the intervention to be both in-depth
and scalable

• Ongoing Nutrition Support Reply Card

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3. RESULTS
Evaluating the intervention for statewide
expansion
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State of the Art Evaluation Design
Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion

• Study Objectives
• This study sought to assess the effectiveness of
  the initiative. Specific objectives were to
  assess
• Recall of the mail/DVD package,
• Extent to which it was actually read and used,
• How consumers rated it in terms of interest,
  relevance and utility,
• Effectiveness of package in increasing the
  saliency of healthy eating and physical activity
  issues as well as knowledge about recommended
  behaviors,
• Effectiveness of package in changing social
  normative and efficacy beliefs, health behavior
  and information and support seeking.

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Evaluating the intervention for statewide
expansion

• Methodology
• The evaluation design was quasi-experimental
  before and after surveys were conducted within a
  sample of households that received the mailing
  (treatment households) and a sample of similar
  households that did not receive the mailing
  (control households).
• The data were collected using a longitudinal
  design.
• Treatment households were randomly selected from
  the mailing list devised by handshake Marketing.
• Control households were randomly selected from
  the same media markets using the same household
  database of handshake Marketing.

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Evaluating the intervention for statewide
expansion

• Methodology (continued)
• Although the L.A. mailing went to Los Angeles,
  Orange, San Bernardino and Riverside Counties,
  control households were selected randomly from
  eligible households and tracts in L.A. County
  only.
• Control households for the Fresno market were
  selected from same types of households and tracts
  in Merced and Madera counties, two counties
  contiguous to Fresno County, the only county
  mailed to. The counties are all similar in terms
  of socio-economic status and race/ethnic
  composition.

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Evaluating the intervention for statewide
expansion

• Methodology (continued)
• Although the L.A. mailing went to Los Angeles,
  Orange, San Bernardino and Riverside Counties,
  control households were selected randomly from
  eligible households and tracts in L.A. County
  only.
• Control households for the Fresno market were
  selected from same types of households and tracts
  in Merced and Madera counties, two counties
  contiguous to Fresno County, the only county
  mailed to. The counties are all similar in terms
  of socio-economic status and race/ethnic
  composition.
• All treatment and control households were exposed
  to Network paid advertising that emphasized the
  same messages as those contained in the
  mailer/DVD.

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Evaluating the intervention for statewide
expansion

• Methodology (continued)
• The before- and after-surveys were conducted by
  telephone in English and Spanish interviews
  lasted approximately 15 minutes.
• The before-interviews were conducted just before
  the mailing, May 15 - June 15. The
  after-interviews were conducted immediately
  following the mailing, July 31 - August 31.
• The before-survey consisted of approximately 400
  interviews with treatment households and 400 with
  control households.

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Evaluating the intervention for statewide
expansion

• Methodology (continued)
• In the after-survey we were able to complete
  interviews with 248 treatment households and 237
  control households for a total of 485, a response
  rate of 61. Of these, 238 completed the
  interview in English 247 completed it in
  Spanish.
• In order to minimize reporting bias and
  sensitization effects, the questionnaires used in
  both waves of data collection covered multiple
  health and safety issues.

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Evaluating the intervention for statewide
expansion

• Network Mailer, DVD Recall
• In the study, we assessed recall, use and how
  recipients rated the effectiveness of the mailer
  and DVD.
• In general, recipients reacted very favorably.

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Evaluating the intervention for statewide
expansion

• Recall
• English speakers (24) were more likely to recall
  receiving the package than Spanish speakers (14).

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Recall Rate Date of Interview
Evaluating the intervention for statewide
expansion

• The data suggest that "week after recall" for the
  Network mailing may have been in the 25-30
  range.

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Recall Rate Date of Interview
Evaluating the intervention for statewide
expansion

• English speakers (67) were more likely to report
  that they read the info/played the DVD than
  Spanish speakers (47).

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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion

• The majority of English speakers (67) read the
  printed information only, while the majority of
  Spanish speakers (56) only played the DVD.
• We found no significant differences in outcomes
  between those who watched the DVD and those who
  did not watch the DVD.

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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
Total exceeds 100 due to multiple responses.
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Evaluating the intervention for statewide
expansion

• English speakers tended to share the information
  with spouses Spanish speakers were more varied
  in who they shared it with neighbors/friends,
  children and other family members.

Total exceeds 100 due to multiple responses.
58
Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion

• Across all four rating dimensions, Spanish
  speakers tended to rate the mailer/DVD more
  highly than English speakers Spanish-speaking
  means were in the 9.4 9.9 range, while
  English-speaking means were in the 7.6 8.2
  range.

62
Evaluating the intervention for statewide
expansion

• Saliency of Diet/Physical Activity Issues
• The mailing sought to reinforce beliefs about the
  importance of healthy eating and physical
  activity related issues.
• Saliency was assessed in three ways beliefs
  about most important health problems facing the
  county, most important health risks facing family
  and most important health risks facing children.
• There is no evidence of intervention effects in
  this area.

63
Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion

• There were significant increases in diet or
  physical activity problems over time within both
  the treatment and control samples.
• There were increases among both the treatment and
  control groups on a number of different outcome
  measures. Some change over time may be due to
  secular trends.
• Change may also be due to sensitization effects.
  Another factor exposure to Network advertising.

65
Evaluating the intervention for statewide
expansion

• Health Behavior Changes
• Although the intent was not to change behavior
  through this single intervention, we included
  measures of behavior change as well as
  contemplation of change.
• The data suggest that the intervention had no
  behavior change outcomes within the three main
  subsamples. However, there were behavior changes
  among one subgroup Spanish speakers.

66
Evaluating the intervention for statewide
expansion

• Among Spanish speakers there was a significant
  increase among treatment sample (from 59.1 to
  70.5), but not among control sample. Among
  English speakers, there was no similar pattern.

67
Evaluating the intervention for statewide
expansion

• Information and Support Seeking
• The intervention at least indirectly encouraged
  mothers to get information and support with the
  issues it raised. Hence, we included a measure
  on this topic.
• Study data indicate that the intervention did not
  generate information or support seeking, at least
  in the short term.

68
Evaluating the intervention for statewide
expansion
69
Evaluating the intervention for statewide
expansion

• Response Efficacy
• The mailing sought to persuade mothers that they
  could make a difference in eating and physical
  activity practices. We included measures related
  to six specific behaviors in the survey.
• Almost all mothers believed they could influence
  all of the behaviors overwhelming majorities
  reporting that they had a lot of influence.
• We found some limited evidence that the mailing
  influenced these beliefs.

70
Evaluating the intervention for statewide
expansion
71
Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion

• Importance of Behaviors
• We included measures assessing the perceived
  importance of a range of behaviors promoted in
  the mailing.
• As expected, almost all the mothers in the study
  rated all the behaviors as very important ones.
• There is no evidence of mailer effectiveness in
  this area.

73
Evaluating the intervention for statewide
expansion
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Evaluating the intervention for statewide
expansion

• Self Efficacy Beliefs
• One of the primary objectives of the intervention
  was to influence self-efficacy beliefs.
• Six self-efficacy measures were included in the
  survey, each focused on a different maternal
  behavior.
• On three of the six measures we found evidence of
  effectiveness.

75
Evaluating the intervention for statewide
expansion
76
Evaluating the intervention for statewide
expansion

• More evidence of effectiveness the proportion
  increased among Spanish speakers within the
  treatment sample (43.2 to 57.6) but not the
  controls. There was no similar pattern among
  English speakers.

77
Evaluating the intervention for statewide
expansion

• There was no increase over time among any of
  the three main sub-samples. Among Spanish
  speakers, there was an increase over time among
  the treatment subsample (67.4 to 77.3) but not
  among the control. There was no similar pattern
  among English speakers.

78
Evaluating the intervention for statewide
expansion

• Normative Beliefs
• Changing normative beliefs was another major
  objective of the mailing. As with self-efficacy,
  we included six normative belief measures, each
  focusing on a different behavior.
• Normative support for behavior change is quite
  low among low-income mothers in California on
  most of the measures only 20 (or less) of
  respondents believed their peers to be very
  serious about adapting the behaviors.
• On two of the measures we found evidence of
  intervention effectiveness.

79
Evaluating the intervention for statewide
expansion

• More evidence of effects among English
  speakers, there was a significant increase over
  time among the treatment sample (13.0 to 24.3)
  but not the control. There was no similar
  pattern among Spanish speakers.

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Evaluating the intervention for statewide
expansion
81
Evaluating the intervention for statewide
expansion

• Knowledge of Recommended Behaviors
• Another objective of the intervention was to
  increase knowledge about the recommended eating
  and physical activity practices. We included
  three knowledge measures in the study.
• The data indicate that the intervention had no
  impact on knowledge levels and that those levels
  are quite low. This is a surprise since the
  mailer/DVD was heavy in information content.

82
Evaluating the intervention for statewide
expansion

• Any response in the 3.5-5.0 range was
  considered to be correct.

83
Evaluating the intervention for statewide
expansion

• On this study we considered either 5 or 7 to
  be a correct response

84
Evaluating the intervention for statewide
expansion

• On this measure we decided to code 30 minutes
  as the correct response.

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Program BRC Opt-In strategy drove measureable
results
Evaluating the intervention for statewide
expansion
86
Evaluating the intervention for statewide
expansion

• Objectives
• Who is taking action (general market, ethnicity
  language)
• How are they taking action (BRC, Phone, Web)
• Where are they taking action (Census tracts,
  counties)

87
Evaluating the intervention for statewide
expansion

• Call To Action BRC

Sources CPNS-RSE
88
Evaluating the intervention for statewide
expansion

• How Why Direct Mail Fits
• Mass media inspires and direct mail informs
• - Tips, recipes, information direct to home
• Opt-in database, follow-up efforts
• Qualified tract or household delivery
• Ability to message to behaviors, cultures and
  languages

89
Evaluating the intervention for statewide
expansion
Overall Mail Opportunities General Market counts
include African American, Asian, others
Based on available mail list record counts with
qualified census tracts or eligible
households. Only those census tracts containing
50 or more individuals below 185 of the Federal
Poverty Level that are considered eligible for
Federal Programs.
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
90
Evaluating the intervention for statewide
expansion
Mail List Distribution General Market counts
include African American, Asian, others
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
91
Evaluating the intervention for statewide
expansion

• Direct Mail List Quality/Criteria
• Census Tracts, 185 FPL
• Household Level
• - Pre/Post Samples
• - Ethnicity
• - Language
• - DSP/DPV
• - Segmentation Codes
• Enables
• linkage to nutrition related attitudes and
  behaviors
• BRC responder media habits
• Post campaign results analysis.

92
Evaluating the intervention for statewide
expansion

• Results Overall
• 581,915 Mailed
• 5,650 BRC Opt In information requests (as of
  Dec 31, 2007)
• - High opt in rate considering scope of mail
  package
• - 98 of all info requests came from mailing
• 14 of BRC requests resulted from pass-along

Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
93
Evaluating the intervention for statewide
expansion
Results Info Requests Driven By BRC
Mail Hits Home
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
94
Evaluating the intervention for statewide
expansion
Results Census Tracts Example
Sources handshake Marketing, SMRB, Claritas
95
Evaluating the intervention for statewide
expansion
Results Diversity Segments
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Does not include 14 pass along from BRC
96
Evaluating the intervention for statewide
expansion
Results Markets
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Does not include 14 pass along from BRC
97
Evaluating the intervention for statewide
expansion

• Results Language/Channels
• Hispanics responded at a rate of more than double
  African American and Asian households
• Bi-lingual treatment in Hispanic version helped
• Bi-lingual in General Market materials may have
  hurt
• African Americans favored the 800
• Or call now in future BRC treatment
• Very low web site traffic
• Wealth of information already in package
• Website value can be more prominent in
  materials
• Future emphasis important saves on cost and
  fosters pass along

Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
98
Lessons Learned
Evaluating the intervention for statewide
expansion
99
Evaluating the intervention for statewide
expansion

• Lessons Learned
• Unsolicited mailing can deliver intervention
  value
• - Tips, information, tools
• - Open Rates
• - Readership Rates
• Opt in strategy increases intervention value
• Hand raisers are 10 to 20 times more responsive
  than unsolicited
• Sources handshake lead remarketing results
  library and direct response industry sources

100
Evaluating the intervention for statewide
expansion

• Lessons Learned
• Hispanic targeting/versioning worked
• - Bi-lingual for Hispanic version only
• Non responders may need special creative/copy
  treatments
• - African American
• - Asian
• Focus local media and heavy-up expenditures in
  most responsive markets

101
Evaluating the intervention for statewide
expansion

• Lessons Learned
• Greater emphasis on website
• - Download of information
• - Saves printing expense
• - Encourages pass along
• Add 800 call to action to BRC
• Additional BRC cards can foster higher levels of
  pass along

102
Pre Campaign Inputs
Evaluating the intervention for statewide
expansion
103
Evaluating the intervention for statewide
expansion
Healthy/Unhealthy Profiles

• Unhealthy Habits
• - Women with Children
• - 185 or less FPL
• - Over-eaters
• - Diabetes, obesity, other
• - Bad habits driven by time and financial
  constraints
• - Do not exercise
• - No healthcare unless very ill

• Health Leaders
• - Women with Children
• - 185 or less FPL
• - Healthy Attitudes
• - Healthy Lifestyles
• - Concerned with family
• - Regular checkups

Sources handshake Marketing, SMRB, Claritas
104
Evaluating the intervention for statewide
expansion

• Consumer definitions directly linked to
• - Census tracts
• - Ethnicity/language
• - Psychographics
• - Local media preferences
• - Local activities, interests, retail, events
• - Direct mail lists

105
Evaluating the intervention for statewide
expansion
Women with children185 FPL

• Unhealthy Habits
• - Family Oriented
• - Advertising receptive
• - Single parents
• - Majority uninsured
• - Health info seekers
• - Severe health issues
• - Diet conscious
• - Frugal shoppers
• - 18-34 (47)
• - 26 African American
• - 29 Hispanic

• Health Leaders
• - Family Oriented
• - Advertising receptive
• - Privacy matters
• - Majority Uninsured
• - Healthy lifestyles
• - Chronic health issues
• - Influencers
• - Volunteers
• - 25-44 (57)
• - 30 African American
• - 36 Hispanic

Sources handshake Marketing, SMRB, Claritas
106
Evaluating the intervention for statewide
expansion

• Results Footnote Healthy/Unhealthy
• The Unhealthy targets were 21 more likely to
  send in the BRC as compared to Health Leader
  targets
• - Suggested mailer resonated with households who
  felt a need and/or there was a void for this
  type of information.

Sources handshake Marketing, SMRB, Claritas
107
Evaluating the intervention for statewide
expansion
Healthy/Unhealthy Concentrations
Example Plumas County is -35 less
concentrated with Healthy leaders (than the
average CA county market) and 56 more
concentrated with Unhealthy.
Sources handshake Marketing, SMRB, Claritas
108
Evaluating the intervention for statewide
expansion

• Next Level Applications
• - Recruit Healthy leaders to influence community
• - Convert Unhealthy into Health Leaders
• - Understand, target and turn around non
  responders
• - Target online households to become more engaged
  on website
• - Progressive and/or selective messages based on
  needs, interests, attitudes and nutrition related
  behaviors.

109
Markets DetailLeave Behinds
Evaluating the intervention for statewide
expansion
110
Evaluating the intervention for statewide
expansion
Overall Mail Opportunities, DMA General Market
counts include African American, Asian, others
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
111
Where They Live Counties
Evaluating the intervention for statewide
expansion
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
112
Where They Live Counties (cont)
Evaluating the intervention for statewide
expansion
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
113
Where They Live Counties (cont)
Evaluating the intervention for statewide
expansion
Sources CPNS-RSE, handshake Marketing, List
Vendors, Claritas
Only those census tracts containing 50 or more
individuals below 185 of the Federal Poverty
Level that are considered eligible for Federal
Programs. Those non qualifying census tracts
households with children following as closely as
possible the 185 FPL guidelines
114
Healthy/Unhealthy Concentrations
Evaluating the intervention for statewide
expansion
Sources handshake Marketing, SMRB, Claritas
115
Healthy/Unhealthy Concentrations
Evaluating the intervention for statewide
expansion
Sources handshake Marketing, SMRB, Claritas
116
Healthy/Unhealthy Concentrations
Evaluating the intervention for statewide
expansion
Sources handshake Marketing, SMRB, Claritas
117
4. Discussion