– Showcasing Insight’s Work With Older Californians –
Challenge: In 2007, the Insight Center for Community Economic Development came to KRC for help launching an entirely new way to measure the financial needs of elderly Californians. During the 6-month launch period, Insight needed support engaging members of their new statewide consortium of advocates, service providers and Area Agencies on Aging on the importance of this new “Elder Index;” convincing Sacramento lawmakers that the “Elder Index” was more accurate than the outdated Federal Poverty Level; and motivating the public to utilize the “Elder Index” to better understand the plight of California’s elders — and their own retirement prospects.
Approach: KRC guided the Insight team through a formal messaging process, developed talking points and created an array of branded launch materials. Our team then ran comprehensive media outreach campaigns in California’s top five media markets, using then-Assemblyman Jim Beall’s Sacramento launch of the “Elder Index” to pitch statewide media, and crafting local angles for each of the state’s five major media markets by connecting reporters with local seniors in each market.
Results: Our press push resulted in widespread coverage about the California Elder Economic Security Initiative and “Elder Index” on television, radio, print and online outlets throughout the state. Due to the success of this first campaign, KRC partnered with Insight on four more statewide media campaigns, garnering coverage everywhere from the San Diego Union Tribune to KQED’s California Report, the Fresno Bee and numerous affiliates of the Bay Area News Group. In our 2010 campaign, we worked to land Insight a Sunday feature article in the Los Angeles Times.