Final-The Pitch

Group One
Sigrid Brus
Sarah Scherrman
Madison Twedt
Stephanie Winters
Paige Zylstra
Contact Information
Sigrid Brus
brussaa@uni.edu
Sarah Scherrman
scherrms@uni.edu
Madison Twedt
twedtmaa@uni.edu
Stephanie Winters
winterss@uni.edu
Paige Zylstra
zylstrap@uni.edu
Donations
Copyworks
Jon Laity General Manager
2227 College St.
Cedar Falls, Iowa 50613
319-266-2306
Jlaity@copyworks.com
Printing and binding of campaign portfolio
ii
Donation Request Letter
Dear Copyworks,
Hello! We are University of Northern Iowa students in the Public Relations Campaign
Methods class. We have been assigned to design a campaign for an area business. This
project gives us hands-on experience of working with a client to plan a campaign.
For our final project, we need to include printed material books. We are coming to you
asking for printing donations. We need two copies of our campaign book by Wednesday,
November 19. Our book will have the following characteristics:
No more than 40 pages, one-sided

Bound in some form
Full color cover
Various pages of full color
Dividing pages separating sections
Please feel free to contact Sigrid Brus or Madison Twedt at the contact information
below with questions or concerns. Thank you for your time and consideration, as well as
your generous donation if you choose to help.
Sincerely,
Sigrid Brus
(319) 215-0759
brussaa@uni.edu
Madison Twedt
(319) 361-9969
twedtmaa@uni.edu
iii
Thank You Letter
Dear Jon Laity,

On behalf of our entire group, we would like to thank you for being generous with your
donation of printing and binding our campaign. Our campaign would not be complete
without your help.
We are confident this campaign will go a long way to help a local business strive in this
great community. Thank you again for your donations of printing and binding as well as
the time it took to complete these.
Sincerely,
Sigrid Brus
(319) 215-0759
brussaa@uni.edu
Madison Twedt
(319) 361-9969
twedtmaa@uni.edu
Table of Contents
Overview of UnityPoint Health Allen
Hospital
P. 1
Overview of the Affordable Care Act
P. 2
SWOT Analysis
P. 3
Competitive Analysis
P. 5
Media Analysis
P. 6
Goals and Strategies
P. 8
Determining the Target Market
P. 9
Messages Per Audience
P. 10
Message Strategy
P.11
Timeline
P. 12
Budget
P. 13
Evaluation
P. 14
Promotional Materials
P. 18-36
UnityPoint Health Allen Hospital
Overview of Unity Point Health Allen Hospital

Allen Hospital is an affiliate of UnityPoint Health; it is a not-for-profit
community hospital in Waterloo, Iowa. Allen has 204 beds, they care for more
inpatients, outpatients, emergency patients, and cardiac patients than any other hospital
in the 10-county area. UnityPoint Health Hospitals care for one in every three patients
in Iowa. Allen Hospital opened in February 1925, and has grown today to become the
busiest hospital in the Cedar Valley.
Henry and Mary Allen came to Waterloo in the 1860s, and then moved to
California in 1900. When Mary Allen died in 1913, Henry promised the people of
Waterloo 80 acres of land and $200,000 to fund a hospital open to everyone. He then
dedicated the hospital on Marys birthday in November of 1924.
Allen Hospital serves numerous surrounding communities. Half of Allens
patients come from the towns and communities of Black Hawk County. Nine other
counties contribute to the other number of patients that comes in. People come to Allen
looking for the comfort, care, and compassion, the same thing Henry Allen promised his
friends and neighbors 85 years ago. Allen seeks to make sure his promise is held to this
today.
The mission of Allen Hospital is to improve the healthcare of the people and
communities they serve. The vision of Allen Hospital is to provide the best outcome for
every patient every time.
Overview of the Affordable Care Act

The Affordable Care Act (ACA) is the new healthcare development in America
that was signed into law in March of 2010. It may also be called by its nickname
Obamacare. This law required all individuals to have health insurance by 2014. The
Affordable Care Act is made up of the Affordable Healthcare for America Act, the Patient
Protection Act, and the healthcare related sections of the Healthcare and Education
Reconciliation Act as well as the Student Aid and Fiscal Responsibility Act. The
Affordable Care Act provides Americans with better health security, expands coverage,
holds insurance companies accountable, provides lower healthcare costs, gives more
choices, and the quality of care is enhanced for Americans.
SWOT Analysis
Strengths:
Allen is the only area hospital with Certified Application Counselors to advise
individuals about health insurance.
They have 204 beds, enabling Allen to care for more inpatients, outpatients,
emergency patients, and heart patients than any other hospital in a 10 county
service area.
Allen has an affiliation with Allen College. A lot of Allen students start at UNI and
have friends there. UNI students may have friends who are doing clinical hours at
Allen and can recommend services.
Weaknesses:
Students who are not from the Cedar Valley area may not know where Allen is (8
miles away).
Open enrollment period is only 3 months. If you do not fall under one of the
exceptions, you may not be able to sign up when you need it.
Allen only employs two consultants that are not full time. If there are more
individuals seeking appointments, they may not be able to offer their best efforts.
Opportunities:
UNI
Health and Wellness fair
Allen could utilize the Student Health Center to distribute healthcare

information.
Allen could raise awareness of Counselor services through the Inside UNI emails.
Wartburg
Wartburg Noah Campus Health Clinic does not carry health insurance but they
strongly encourage students to have coverage. Professionals at the clinic could
provide students with Allen contact information for Counselor services.
Wartburgs online newspaper The Circuit has a lot of information including tips
and tricks where we could put our myths list and share videos.
Hawkeye Community College
Hawkeye Student Health Clinic does not require insurance and services or free or
minimal cost.
Hawkeye can use the Student Health Center to distribute information.
Threats:
UNI Student Health is on campus, which offers students more convenience. No

insurance is needed to use free UNI services so students may feel like they do not
need insurance to get quality service.
UNI Student Health offers SHIP (Student Health Insurance Plan) just for being a
student.
You can get a Departing Student Plan for 12 months after graduating.
Wartburg does not require you to have health insurance so many students may
not think they need it.
Community Care program provides financial assistance with Wheaton Franciscan

Healthcare medical bills, both the hospitals and Covenant Clinic providers, based
on income and family size. They also offer a discount to patients with no health
insurance, or where there are exclusions on the health insurance policy.
Competitive Analysis
Allen
Wheaton Franciscan
Allen offers Certified Application

Consultants to help clients choose and
apply for insurance plans in the Health
Insurance Marketplace.
Wheaton Franciscan offers Patient

Financial Advocates who are trained to help
clients enroll in the Health Insurance
Marketplace.
Sartori Memorial Hospital, Cedar
Falls
1.8 miles from UNI
13.6 miles from Hawkeye Community
College
16 miles from Wartburg
Covenant Medical Center, Waterloo
10.8 miles from UNI
3.4 miles from Hawkeye
23.5 miles from Wartburg
Wheaton Franciscan offers the Community
Care program that provides financial
assistance for medical bills based on income
and family size. They also offer a discount
to patients with no health insurance, which
could make individuals believe that they do
not need to get a plan because they will
receive assistance.
UnityPoint Health - Allen Hospital

7.8 miles from UNI
9.5 miles from Hawkeye Community
College
18.9 miles from Wartburg College
The website has information such as what

to bring to your CAC appointment, an
overview of the law and coverage, how to
use the Marketplace, open enrollment
dates.
The website offers various links to

information about different plans, what to
consider when choosing your plan,
information about the marketplace, etc.
Media Analysis
Facebook:
Hard to find your page, especially under Allen Hospital. Need to focus on the
rebranding of the name from Allen to UnityPoint Health-Waterloo/Allen.
Not many college students know it changed to a UnityPoint hospital. This can be
done via social media and brochure distribution in Cedar Falls, Waterloo, &
Waverly areas.
The picture posts about signing up for healthcare are good; keep
posting/reposting a few times a week. It takes repetition for people to capture the
message.
People seem to like to share their stories on some of your posts. See if you can
reach out to some of them and ask them to tell their story on how Unity Point
helped/walked them through their treatment and maybe spotlight patients.
Some posts have people asking questions, without response. Try

responding/interacting with them more.
Overall, great posts with a good amount of frequency. Keep reposting things
about healthcare and invite students to like your page.
Twitter:
Nearly impossible to find. After typing in Allen hospital or UnityPointWaterloo we still have not found anything.
Twitter is where college students are more than any other social media site.
Posting articles, videos, photos, etc. on your feed will help get word out to college
kids about signing up for healthcare.
Use Hootsuite.com once a week for 20 minutes, and you will be set for posts for a
week or two. You can use Hootsuite to schedule your social media posts ahead of
time and have them posted automatically.
Incentives to students if they retweet your tweets or share your posts on

Facebook (Free t-shirts, water bottles, key chains-mailed to them).
Link your Twitter page to your website.
Begin following organizations and students from UNI, Hawkeye, and Wartburg.
They will get notified of you as their new follower and will most likely check your
account out (possibly follow back) or talk about it among their friends.
Promote Tweets to the Cedar Valley so they come up on peoples feed even if they
do not follow you.
Google+:
Your Allen Memorial Hospital page is very inactive. We would suggest putting a
photo on there to make it more friendly and likable. You have nearly 300,000
views, so make the page more active with posts (especially about healthcare).
Videos and photos will likely catch the most attention.
Get UNI, Wartburg, and Hawkeye to join your Circle so they see your posts.
Not many college students on Google+ however, so maybe spend more time for
other social mediums.
Goals and Strategies
Increase the amount of college students who are signed up for health
insurance by 30% by Spring of 2016.
o Objective: Effectively reach out to students who are enrolled in area colleges
that do not have health insurance or lack the education about health insurance.
o Tactic:
Talk to president or media staff at Hawkeye, UNI, and Wartburg to send
out mass emails to students informing them about open enrollment in

healthcare; Social media blasts/incentives for students via Facebook and
Twitter posts.
Increase the number of healthcare resources that are available to students by

Fall of 2015.
o Objective: Reach out to students through effective mediums to inform and
educate them about their options with healthcare and The Affordable Care Act.
o Tactic: Social media push; effective commercials about healthcare in Cedar
Valley; information handouts at UNI, Hawkeye, and Wartburg orientations;

Add a healthcare section to all school applications; newspaper ads; Launch of a
mobile Healthcare App.
Increase the number of people who are seeking help from Allens Certified
Application Consultants by Spring 2016.
o Objective:
Have a 10% increase in appointments during open enrollment
compared to last year.

o Tactic:
Spotlight on the Certified Application Consultants posted on all social
media outlets; media releases of information regarding CACs; incentives for

signing up for an appointment.
Determining Target Market

We have identified our target market as college students attending Hawkeye
Community College, The University of Northern Iowa, and Wartburg. We broke this
down into three audiences: undergraduate students, graduate students, and
nontraditional students or students with families.
College students are at the right age to begin thinking about health insurance. If
they are not already on their own for purchasing health insurance, they will be in the
next few years. Not all college students know a lot about health insurance and what is all
covered or not covered in an insurance policy, so it would be beneficial to begin this
conversation before students need to purchase their own policy.
10
Messages Per Audience

We will use some of the same messages with all three of our audiences including
a question on the admittance application asking Do you currently have health
insurance? Information sheets will also be available regarding various health insurance
policies. Another information sheet will explain 10 myths related to the Affordable Care
Act. College students are typical users of social media. We can use this to our advantage
by posting more college and young-adult-friendly posts to our Facebook and Twitter
pages.
An additional way we can reach undergraduate students, specifically incoming
freshmen and transfer students, is through orientation. We can set up a table during
orientation with information about health insurance and why it is important to have a
health insurance policy. At this table, we can have the previously mentioned resources:
healthcare information sheets and 10 myths of the Affordable Care Act handout.
Nontraditional students and students with families are an important target
market. Especially if these students have children of their own or want children of their
own, this healthcare information will be beneficial to them. Direct mail can be an easy
way to reach these students and hopefully have them consider the benefits of having
health insurance, not only for themselves, but for their family as well. The direct mail
will include contact information for the Certified Application Consultants at Allen
Hospital who can answer questions and purchase a health insurance policy.
11
Message Strategy
Health insurance is beneficial no matter what age you are.
Just because you are a college student does not mean you will not get sick or have
to make a routine visit to the doctor.
Health insurance lowers the cost you have to pay out of pocket for doctor visits,
tests, and procedures.
Health insurance covers more than outpatient visits to the doctors office. It can
also cover prescription medications.
12
Timeline
Date
Due
Task
By
Whom?
Completed?
1/20/15
Hire an outside company or staff to create and program the

free mobile app.
2/15/15
Prepare news releases for launch of the app.
3/1/15
Send news releases regarding the launch of the app.
3/20/15
Host a focus group to do a test launch with the app.
4/1/15
Have the app running with no lasting bugs.
4/1/15
Link 'mobile' to your website.
4/16/15
Begin posting to social media regularly in regards to

downloading and using the app.
5/25/15
Contact orientation staff at Hawkeye, UNI, and Wartburg to

set up a time to give them media materials for folders handed
out to incoming students.
6/8/15
Order incentives for students for social media posts. This

includes water bottles, t-shirts, key chains, etc.
9/1/15
Contact media relations at Hawkeye, UNI, and Wartburg to

request an addition of healthcare information in their
newsletters. (UNI Insider and Northern Iowan, The Trumpet
and The Circuit - Wartburg)
9/7/15
Send brochures and flyers regarding Open Enrollment to print.
10/5/15
Begin posting to social media regularly in regards to Open

Enrollment in the Marketplace. Offer students incentives for
signing up for a meeting with a Certified Application
Counselor.
11/2/15
Post 'Employee Spotlight' on Facebook, Twitter, and Google+

pages so people see and get to know the CACs they can make
an appointment with.
11/15/15
Open Enrollment 2015 Begins
11/15/15
Post on social media regarding Open Enrollment and how

someone can go about enrolling in the Marketplace.
13
Budget
Item
Per Unit Cost
# of Units
Subtotal
Donated
$4.00/day
6 promotes
$24
No
$5,000-$25,000
Dependable.
No
$0.35
500
$179.99
No
$2.75
50
$137.50
No
Key chains
$2.55
50
$127.50
No
T-Shirts
$8.37
40
$334.80
No
Cost of direct
mail
Newspaper ad
$0.48
300
$144
No
$59
1/8 of page
$59
No
Newspaper ad
with color
$124
1/8 of page
$124
No
Twitter
promotion
Programming of
the app.
Printing costs
(flyers)
Water bottles
14
Evaluation
Track the amount of appointments made with CACs by keeping a log of this
years appointments by month and comparing them to the amount of
appointments last year by month. (Appendix 1)
o Have a form for clients to fill out personal information, such as what
school they may attend, age, etc. before/during the appointment.
(Appendix 2)
Track number of likes or followers gained via social media. This is already done
for your Facebook via page stats. Keep track of how many followers you may gain.
(Appendix 3)
Track the amount of downloads the UnityPoint Healthcare App gets.
(Appendix 3)
Track number of individuals reached from media releases via number of printed
materials that are handed out. (Appendix 3)
15
Appendix 1
CAC Log
MM/DD/YYYY

Name

School

Age

Graduation date

Current Healthcare Plan

16
Appendix 2
Name _________________
Gender _____
Date ____________________
Marital Status _______________
Date of Birth ____________________
Age____________________
Graduation Date ____________________

Current Healthcare Plan, if any
________________________________________
School ____________________
Do you smoke? _____
Employer ____________________
Do you drink? _____
Allergies _______________
Current Health Problems __________________________________________

____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
Family History of Health __________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
____________________________________________________________
17
Appendix 3
Social Media/Media Release Tracking
Facebook
Page
Likes
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Post
Likes
Twitter
Followers
Retweets
Favorites
App
Media Releases
Downloads
Distributed
Materials
Promotional Materials
18
Survey Results
118 people were asked:
19
20
21
Media Contact:
Angie Fuller
Marketing and Communications
(319) 235-3868
angela.fuller@unitypoint.org
Editor:
Vendor:
Section:
FOR IMMEDIATE RELEASE:

Unity Point - Allen Hospital Offers Health Insurance Assistance
WATERLOO, Iowa -- Many individuals do not understand the different options they have
when it comes to health insurance coverage. UnityPoint - Allen Hospital offers services to
help individuals choose the right plan for them and sign up for appropriate coverage.
Certified Application Counselors assist individuals digest the technical insurance
information, choose a plan, and apply for coverage that fits their needs.
After the Affordable Care Act took effect in January 2014, many changes were made
and insurance is now easier to get and pay for. The federal government has designated each
state to set up their own insurance marketplace to view and compare policies. Certified
Application Counselors walk clients through the marketplace to choose the right plan. The
application process for insurance is complex and technical. Counselors assure that each
individuals application is filled out correctly. Open enrollment to sign up for health
insurance is November through February.
To set up an appointment with a Certified Application Counselor through Unity
Point - Allen Hospital, call 888-275-5235.
About UnityPoint Health:
UnityPoint Health (www.unitypoint.org) is one of the nations most integrated health
systems. Our physician-led team of professionals communicates clearly and effectively to
address a patients healthcare in the most appropriate setting: whether that is a clinic, a
hospital or at home. Through relationships with more than 280 physician clinics, 32
hospitals in metropolitan and rural communities and home care services throughout its 9
regions, Unity Point Health provides care throughout Iowa, Western Illinois and southern
Wisconsin.
Each year, through more than 4.5 million patient visits, UnityPoint Health,
UnityPoint Clinic and UnityPoint at Home provides a full range of coordinated care to
patients and families. With projected annual revenues of $3.7 billion, UnityPoint Health is
the nations 13th largest nonprofit health system and the fourth largest nondenominational
health system in America.
UnityPoint Health provides community benefit programs and services to improve the health
of people in its communities.
###
20
Media Contact:
Angie Fuller
(319) 235-3868
Editor:
Vendor:
Section:

Do I Really Need Health Insurance?
WATERLOO, Iowa -- Many people in their twenties make the decision to go without health
insurance. When you are a happy and healthy person that rarely needs to see a doctor, it
may seem like you can cut out the cost for health insurance from your budget and go
without it. Instead you can pay for small expenses along the way without the worry of
insurance premiums and copayments. But this is not good reasoning. It is vitally important
for everyone to have some form of health insurance.
The reason that health insurance is so important, even for young people, is that
medical emergencies are expensive. If you have some kind of emergency without insurance,
you will find yourself in crippling debt due to your medical bills. You have no control over
the actions of others. If someone else causes you to be involved in some kind of accident,
you will still need to find a way to pay for your own hospital, surgery, rehabilitation,
prescription and other medical costs. Add this to the cost of rent, food, and loans with an
entry level salary and you will soon find yourself in a mess that you cant find a way out of. It
is hard to pay for medical costs without health insurance.
Even if you only experience minor health issues, they can lead to larger problems.
When you dont have insurance and avoid going to the doctor to treat little things, they can
escalate into bigger things quickly. One of the best ways to avoid a hospital stay or surgery is
with preventative medicine and quick treatment. If you have health insurance, you wont
need to worry about going to see the doctor.
Health insurance should not be considered a luxury, but a necessity. Many young
people believe that they are safe and healthy and choose to go without it. Dont make this
mistake.
There are changes under the Affordable Care Act that affect college students like you.
If you arent currently covered by health insurance, you will have to face fines. Even if you
are currently covered by your parents plan, it is important to start looking into what options
you have now. Health insurance plans can be overwhelming and confusing when you dont
understand the terminology. UnityPoint Health Allen Hospital offers advising services
through a staff of Certified Application Consultants. These consultants will walk you
through the different options to choose the best one and apply for it. You can set up an
appointment with a Certified Application Consultant at 888-275-5235.
###
21
Media Contact:
Angie Fuller
Unity Point Health - Allen Hospital
(319) 235-3868
Editor:
Vendor:
Section:

How Does The Affordable Care Act Affect Me?
WATERLOO, Iowa --While many people believe that they understand the effects of the
Affordable Care Act, most of these opinions are just that - opinions. Generally, the reports we
hear about the Affordable Care Act are from those who either or support or oppose the
legislation. There are many changes involved that directly influence young people in their
twenties. People like you! It is important that you are aware of the laws and expectations for
getting health insurance. It is also important to understand what will happen if you choose to
withhold from health insurance.
The biggest change that is affecting people in their twenties is that your healthcare
coverage under your parents plan has been extended. As of June 2013, you are qualified to
remain on your parents plan until you are twenty-six years old. This is a huge benefit to college
students and recent graduates. Many individuals struggle to pay for health insurance coverage
while trying to pay for college too. It can be equally difficult when a young graduate is working
as an intern or temporary job until they find a job that offers benefits. This new change extends
coverage until young people are likely finished with graduate school.
Whether you opt to stay under your parents insurance plan or find your own, you still
need to be aware of the basic insurance requirements that have changed due to the Affordable
Care Act. The federal government has commissioned each state to set up its own marketplace
where you can compare the different insurance options for your state. You will now be able to
get insurance even if you have a pre-existing condition or did not qualify before. If you choose
not to get health insurance, you will have to pay a fine when you file your taxes at the end of the
year. In 2014, the fine was either one percent of your income or $95.00. However, the fine will
increase every year as long as you dont have coverage.
The Affordable Care Act has made it easier for you to qualify for more insurance options.
In addition to the marketplace, you can find a plan through the UNI SHIP plan or your job. New
UNI graduates are eligible to use SHIP for 12 months after graduation. If your new employer
does not offer health insurance, you should start looking into a plan of your own. Many people
choose to forgo health insurance because they feel they cannot afford it. But the Affordable Care
Act s new marketplace and reduced monthly rates have made coverage more affordable than
you originally thought. Take the time to choose the best policy for you. Certified Application
Consultants at UnityPoint Allen Hospital can help walk you through the different options you
qualify for and also assist you with the application process. Set up an appointment with one of
the insurance experts at UnityPoint Allen Hospital at 888-275-5235.
###
22
Media Contact:
Angie Fuller
Unity Point Health - Allen Hospital
(319) 235-3868
Editor:
Vendor:
Section:

Im A Student - What Are My Healthcare Options?
WATERLOO, Iowa -- The Affordable Care Act has created more choices than ever to help
you find affordable health insurance. When searching for an affordable health insurance
plan, you need to look past just the price tag of your quote but also understand what type of
coverage you are getting so you can get the most out of it.
When searching for a health insurance plan, many people, especially young adults,
will just choose the cheapest plan without researching to see if the coverage is what they
really need. Health insurance options depend on your life circumstances. When you are a
student, there are a few different options that are available to you when you move out of
mom and dads house.
The first is to stay on your parents plan. With the Affordable Care Act, most
insurance plans allow you to stay on with your parents coverage until you are twenty six
years old. Another option is to allow COBRA (Consolidated Omnibus Budget Reconciliation
Act) to help you keep the student health insurance your parents currently have for you. If
you are over the age of twenty five and still attending school, you will likely lose the coverage
that your parents currently carry for you. But by utilizing COBRA you may be able to
continue your parents coverage temporarily.
A third option is trying short-term health insurance coverage if you are going to be
starting a job soon. The time between graduation and before you start a secure job is full of
insecurity. But you can still use health insurance through a short-term policy that offers
affordable, temporary coverage. It is best to get a high deductible to keep the costs lower.
Individual health insurance plans are also available to keep you covered if you are not
able to stay on your parents health insurance policy. The premium for an individual plan is
usually more expensive than insurance through an employer or your parents. In addition to
cost, you will typically need to do some form of medical testing to qualify. Again, keep your
deductible high to receive an affordable premium.
As a student, you have many different options. It is hard to understand all of the
health insurance plans and choose the best one for you. That is why UnityPoint Allen
Hospital offers the service of Certified Application Counselors to help you pick the right
policy for you and make sure that you get the most out of it. They not only help you choose a
plan, but also apply for coverage. Make an appointment with a Certified Application
Counselor at 888-275-5235.
###

Media Contact:
Angie Fuller
(319)235-3868
23
Section:
Vendor:
Section:

UnityPoint - Allen Hospital Creates App Centered Around Affordable Care
WATERLOO, Iowa UnityPoint Health-Allen Hospital has been assisting community

members with the Affordable Care Act since the law was passed back in 2009. However,
the organization saw a need for mobile awareness. The need inspired them to create a
free application that answers questions about the Affordable Care Act in the most direct
way possible.
The app was design with the intent to take complicated topic and break it down so
anyone can understand the essentials. UnityPoint Health-Allen Hospital has already
made the process easier for community members by offering Certified Application
Consultants that walk you through plans and other details. To assist the consultants
with the heavy traffic and loads of information, the app allows easy flow of
communication and new updated content. With a clear-cut design the app is direct and
does not allow for easy distraction or miscommunication. The main goal is communicate
to the members of this community that health insurance is a necessity and there are
organizations in the community that make your health their first priority and they want
to help in anyway possible.
The app will be available for download for iOS and Android in April. If you would like
to set up a free consultation with a Certified Application Consultant call 888-275-5235.
###
24
Sample E-Newsletter Content

Open Enrollment for Health Insurance Now Available
The Affordable Care Act has changed the way we all obtain and utilize health insurance.
This includes many changes to the availability and affordability of insurance for college
students. If you are unsure about how to use the Marketplace to select and apply for
your health insurance, UnityPoint Health - Allen Hospital offers assistance with the plan
selection and application process through their Certified Application Consultants. They
will help you select the right plan for you and assist you with the application. Make an
appointment with a Certified Application Consultant today by calling (###) ###-####.
I'm a Student - What Are My Healthcare Options?
The Affordable Care Act has created more options and benefits for students than ever
before. You can find information about plans designed for students at the UnityPoint
Health - Allen Hospital website (link to "I'm a Student - What Are My Healthcare
Options article). To find out more about the health insurance plans that are best for you,
schedule an appointment with a Certified Application Consultant at UnityPoint Health Allen Hospital. They will walk you through the options and help you select and apply for
the one that gives you the most benefit at a cost you can afford. Contact a Certified
Application Consultant today at (###) ###-####.
Do I Really Need Health Insurance?
Although you may think that since you are young and haven't had health issues in the
past, you don't need insurance. However, accidents happen every day and you cannot
always control what happens to you. The Affordable Care Act has made health insurance
more affordable than ever, making it ideal for college students. UnityPoint Health Allen Hospital has provided some information about health insurance on their website
(link to "Do I Really Need Health Insurance" article). When you decide to purchase
health insurance, contact a Certified Application Consultant at UnityPoint Health Allen Hospital. These individuals are trained to help clients choose the right plan and
assist them with the application. You can make an appointment with a Certified
Application Consultant by calling (###) ###-####.
How Does The Affordable Care Act Affect Me?
Most of us have heard of The Affordable Care Act, but do you understand what that
means for you? The Affordable Care Act offers many benefits to students that were not
available to you before. Find more information about The Affordable Care Act and how
it affects young people on the UnityPoint Health - Allen Hospital website (link to "How
Does The Affordable Care Act Affect Me"). To get additional information about the
options that The Affordable Care Act offers you, contact a Certified Application
Consultant at UnityPoint Health - Allen Hospital. They will walk you through the
application process and help you select the right plan to fit your needs. Schedule an
appointment with a Certified Application Consultant at (###) ###-####.
25
CAC Spotlight Template
Place CAC
Photo here
Employee Spotlight:
{Insert name here}
Inserted name has been a Certified Application
Counselor with Allen Hospital for (insert # of
years here). She attended insert school name
here and joined the friendly Allen staff (insert #
of years ago here). She enjoys working with
students and always has a friendly smile!
Schedule an appointment with {inserted name} and discuss

healthcare today!
(XXX) XXX-XXX
26
10 MYTHS ABOUT THE AFFORDABLE CARE ACT

1. THE AFFORDABLE CARE ACT CREATES HEALTH INSURANCE.
The Affordable Care Act doesnt create health insurance, it regulates the health insurance industry
and helps to increase the quality, affordability, and availability of private insurance and expand
and improve public health insurance options.
2. THE AFFORDABLE CARE ACT WEBSITE DOESNT WORK.
Healthcare.gov has had some technical issues in the past, so not everyone who has signed up and
enrolled has had a smooth ride. However, many Americans have used the site successfully and did
everything from apply to enroll in a plan in only 15 minutes.
3. THE AFFORDABLE CARE ACT ONLY HELPS CERTAIN PEOPLE.
The truth is that the Affordable Care Act helps everyone. While some might pay more, Americans
now have new benefits, rights, and protection on all new insurance plans.
4. THE AFFORDABLE CARE ACT SUBSIDIZES AMERICANS WHO

DONT WANT TO WORK.
The main group who will benefit from the Affordable Care Act is the working poor. Americans with
little or no income would have already had access to Medicaid long before this legislature. As with
all public assistance programs that aid our nations poorest, it is a minority of Americans who
abuse the system.
5. THE AFFORDABLE CARE ACT MEANS HIGHER TAXES.
Many Americans will save on medical costs and taxes and many more wont pay any more than
they do now as far as taxes go. The fact is that the Affordable Care Act includes the biggest middle
class tax cut to health insurance in our nations history due to providing tax credits to millions of
Americans to lower their premium costs.
6. THE AFFORDABLE CARE ACT FORCES ABORTIONS AND

CONTRACEPTIVES.
Religious institutions are offered an opt-out for providing specific womens health services. Also,
contraception coverage is not required by healthcare companies or exchange commissioners.
Although federal funding does go towards womens services and education, it doesnt force anyone
to do anything in regards to these services.
7. THE AFFORDABLE CARE ACT JEOPARDIZES OUR PRIVACY.
The only thing the Affordable Care Acts makes you do is purchase insurance or pay a tax.
However, you will most likely save money while having access to better regulated and affordable
healthcare.
8. THE AFFORDABLE CARE ACT CAUSES PREMIUMS TO GO UP.
Insurance premiums have been growing faster than the rate of growth in income for a long time.
Today there are more rules and regulations aimed at reducing the growth in premium rates. The
Affordable Care Act stops insurance companies from raising premiums due to health status and
gender or denying coverage based on pre-existing conditions.
9. MEMBERS OF CONGRESS ARE EXEMPT FROM THE AFFORDABLE

CARE ACT.
Congress is not exempt from Obamacare. Like all other citizens, lawmakers are required to have
health insurance.
10. ALL NON-US CITIZENS, LEGAL OR NOT, WILL BE PROVIDED

WITH FREE HEALTHCARE SERVICES.
The healthcare law does not provide free healthcare services to anyone, and especially not to
people in the United States illegally. Illegal immigrants may not enroll in Medicaid, nor are they
eligible to shop on the Marketplace for health insurance.

28


29

30

31
Newspaper Ad Courier, Northern Iowan - UNI, The

Trumpet and The Circuit Wartburg, Hawkeye Student
Health Center - Hawkeye
Mailer
32
33
Potential Facebook Status:

Hey area college students! Did you know that there are great resources for you to learn about
health insurance right here in the Cedar Valley? UnityPoint Health-Allen Hospital has all the
tools and resources you need to make the right choice for your health insurance needs. Contact
the Certified Application Consultants today if you have any further questions!
In college? Need health insurance? Let UnityPoint Health-Allen Hospital is a resource located
closer than you think! Let us help you make these tough decisions! Contact the Certified
Application Consultants today and lets talk about your health insurance needs!
Open Enrollment for health insurance has started! Dont be hit by this years penalty! It is better
to be safe than sorry, so contact Certified Application Consultants to answer those tough
questions!
Let us help you figure out what you need for health insurance! Whether you have a family or you
need to make sure you have security for yourself, let the Certified Application Consultants help
you along the way! Let us help you with this process because your health is our priority.
Area college student: Share this post be entered to win some UnityPoint Health-Allen Hospital
SWAG and special surprise!:
Hey College Students,
College is your first opportunity to officially be on your own! Do you have all of your bases
covered: Job? Place to live? Health Insurance?
Health Insurance maybe not be on your list but should it be? Making sure you have coverage
should be a priority because when you need it most it may not be there. Have UnityPoint
Health-Allen Hospital help you along the way. We are staffed with Certified Application
Consultants that can answer questions and direct you to a plan that best suits your health needs.
Contact us today and set up a free consultation!
Admissions Application
Health Insurance
Do you have health insurance?
Yes
No
Prefer not to answer
If you answered yes, are you on your parent(s) health insurance
plan or do you have your own health insurance plan.
Own
Parent(s)
Prefer not to answer
If you answered no, why?
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
34
35
Incentive Items

The Point of Unity is You.
36
Admissions
Electronic Newspapers
UNI Admissions
002 Gilchrist Hall
Phone: (319) 273-2281
Fax: (319) 273 2885
Inside UNI
125 East Bartlett
Phone: (319) 273-2761
ur@uni.edu
Hawkeye Admissions
1501 East Orange Road
Waterloo, Iowa 50704
Phone: (319) 296-4000
Fax: (319) 296-1651
Wartburg Circuit
Nathan Ford
circuit@wartburgcircuit.org
Wartburg Admissions
100 Wartburg Boulevard
Waverly, Iowa 50677
Phone: 1-800-772-2085
Hawkeye Student Health Clinic

1501 East Orange Road
Waterloo, Iowa 50704
(319) 296-4224
Print Newspapers
UNI Student Health Center

1600 Block of 23rd Street
(319) 273-7030
The Courier
Catherine Kittrell
Community Editor
catherine.kittrell@wcfcourier.com
(319) 291-1462
Northern Iowan
Amber Rouse
Executive Editor
rouseaab@uni.edu
(319) 273-6826
Wartburg Trumpet
Hannah Burlingame
trumpet@wartburgcircuit.org
Student Health Center

Final-The Pitch

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Group One

Donation Request Letter

No more than 40 pages, one-sided

Thank You Letter

Dear Jon Laity,

Overview of the Affordable Care Act

Goals and Strategies

Determining the Target Market

Messages Per Audience

UnityPoint Health Allen Hospital

Overview of Unity Point Health Allen Hospital

UnityPoint Health Allen Hospital

Overview of the Affordable Care Act

UnityPoint Health Allen Hospital

Health and Wellness fair

Allen could utilize the Student Health Center to distribute healthcare

UnityPoint Health Allen Hospital

Hawkeye can use the Student Health Center to distribute information.

UNI Student Health is on campus, which offers students more convenience. No

Community Care program provides financial assistance with Wheaton Franciscan

UnityPoint Health Allen Hospital

Allen offers Certified Application

Wheaton Franciscan offers Patient

UnityPoint Health - Allen Hospital

The website has information such as what

The website offers various links to

UnityPoint Health Allen Hospital

Some posts have people asking questions, without response. Try

Incentives to students if they retweet your tweets or share your posts on

Link your Twitter page to your website.

UnityPoint Health Allen Hospital

UnityPoint Health Allen Hospital

Goals and Strategies

Talk to president or media staff at Hawkeye, UNI, and Wartburg to send

out mass emails to students informing them about open enrollment in

Increase the number of healthcare resources that are available to students by

Valley; information handouts at UNI, Hawkeye, and Wartburg orientations;

Have a 10% increase in appointments during open enrollment

compared to last year.

Spotlight on the Certified Application Consultants posted on all social

media outlets; media releases of information regarding CACs; incentives for

UnityPoint Health Allen Hospital

Determining Target Market

UnityPoint Health Allen Hospital

Messages Per Audience

UnityPoint Health Allen Hospital

UnityPoint Health Allen Hospital

Hire an outside company or staff to create and program the

Prepare news releases for launch of the app.

Send news releases regarding the launch of the app.

Host a focus group to do a test launch with the app.

Have the app running with no lasting bugs.

Link 'mobile' to your website.

Begin posting to social media regularly in regards to

Contact orientation staff at Hawkeye, UNI, and Wartburg to

Order incentives for students for social media posts. This

Contact media relations at Hawkeye, UNI, and Wartburg to

Send brochures and flyers regarding Open Enrollment to print.

Begin posting to social media regularly in regards to Open

Post 'Employee Spotlight' on Facebook, Twitter, and Google+

Open Enrollment 2015 Begins

Post on social media regarding Open Enrollment and how