1. Marketing the Decentralized Concept to Stakeholders Multi-Agency Peer Workgroup Sarah Lash October 11, 2007 www.adrc-tae.org

2. Decentralized ADRCs Decentralized models have a core group of primary partners; organizations that are responsible for offering ADRC services. They also have peripheral partners that play more limited roles, such as assisting with outreach and referring clients to one of the multiple access points. There is variation in how decentralized ADRC models are organized.  In some, all of the primary operating organizations serve all the ADRC target populations.  In others, one partner takes the lead on serving the aging population while another focuses its outreach and services to disability populations.

3. Envisioning Decentralization Decentralized ADRC with multiple operating organizations that focus on either Aging or Disability populations, with support of partnering operating organizations Decentralized ADRC with multiple operating organizations that serve both older adults and younger people with disabilities, with support of Partnering Organizations

4. Communication Challenges Many states have reported challenges surrounding how to communicate the concept of a decentralized ADRC to stakeholders.  Is the ADRC a new entity if it is composed of a set of pre- existing entities?  “The whole is greater than the sum of its parts.”  An agency’s partners add value to that agency.  Preservation of Identity  How can we talk about this to potential partners without using jargon? “Marketing” to consumers, potential partners, funders New lenses Discussion and Strategies

5. How do you market a service? A service is an intangible product – it involves an effort that cannot be physically possessed.  Prior to “purchase,” much service promotion must rely on performance attributes which can only be measured after a purchase experience.  ADRCs aspire to be a trusted gateway for accessing information, assistance, and services.  How tangible is a gateway?  How tangible is trust?

6. Establishing a brand image Many companies develop a tangible representation of their service to serve as a physical product to help them advertise.

7. Overcoming Intangibility Use endorsements or testimonials from those that have experienced the service  Word of mouth  “Tell a friend or loved one about us.” Offer tangible benefits in promotions  “The ADRC will assist you with your application for food stamps and will see that it is processed efficiently.”

8. Marketing a Non-Profit Entity A different set of marketing strategies are used by organizations that are operating in the public interest:  Involve organizations – colleges, charities  Involve people – politicians  Involve places – health fairs  Involve ideas – “get the help you need” ADRCs have goals that do not involve $ revenue:  Total number of contacts  Consumers diverted from nursing facilities  Processing applications for Medicaid, Food Stamps, Rx Help  Involvement of community partners and raising awareness

9. The ADRC is like ice cream… Sometimes you really, really need it. Even if you may not like to admit how badly. If you can’t seem to find any, the search can get very frustrating and upsetting. Once you arrive at the ice cream shop, you may discover options for meeting your needs that you didn’t even know existed. Most people who come into contact with the ice cream shop leave satisfied.

10. Different Philosophies in Ice Cream Ben and Jerry’s™ Product Mission  “To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.” Tasti D·Lite™ Mission Statement  “To consistently provide the best tasting, highest quality, lower calorie, low-fat frozen dessert on the market…” http://www.benjerry.com/our_company/our_mission/http://www.benjerry.com/our_company/our_mission/ http://www.tastidlite.com/pages/tasti-nutrition.htmlhttp://www.tastidlite.com/pages/tasti-nutrition.html

11. Different Philosophies in ADRCs Centers For Independent Living  “The term ‘center for independent living' means a consumer ‑ controlled, community ‑ based, cross ‑ disability, nonresidential private nonprofit agency that is designed and operated within a local community by individuals with disabilities and provides an array of independent living services.” Area Agencies on Aging  “AAAs in communities across the country plan, coordinate and offer services that help older adults remain in their home. They direct consumers to service choices that meet an individual's needs. These agencies also act as advocates for improved services for older persons and their families.“ http://www.ilru.org/html/publications/directory/index.htmlhttp://www.ilru.org/html/publications/directory/index.html http://www.n4a.org/aboutaaas.cfmhttp://www.n4a.org/aboutaaas.cfm

12. The Power of Combination “Multi-Branding” and co-location are making their mark on the convenience food industry. Dunkin’ Brands™ owns Dunkin’ Donuts, ToGo’s Sandwich Shops, and Baskin Robbins ice cream. Beginning in 2003, Dunkin’ Brands began developing locations that combine their three companies to create an “all-day” draw for customers. By combining niche products and services into a centralized location, they are able to attract a larger and more stable customer base. http://www.brfranchise.com/html/brochure_history.asp

13. Independent Identities in One Store The parent company did not create a new stand-alone Coffee and Ice Cream Shop - they re-packaged a set of successful models in order to reach more people. This builds on the brand recognition that is already in place! In combination stores, the Dunkin’ Donuts and Baskin Robbins signs appear equally large and take up roughly equal amounts of space. Each entity has its own counter from which to serve customers. It is simple for customers to choose one or the other – or both – depending on their own preferences. The partnership is successful, but Dunkin’ Donuts and Baskin Robbins also continue to operate independent locations.

14. Dunkin’ Brands™ Business Principles Treat everyone the way you would like to be treated. The customer is the boss. Build a great organization and the organization will build a great business. Provide outstanding value and the customers will keep coming. Does this sound familiar? 98% of adults in the US recognize the Dunkin’ Donuts and Baskin-Robbins brands.  Might a statistic like that be possible for ADRCs one day? http://www.brfranchise.com/html/brochure_history.asp

15. Discussion Questions How do you envision your ADRC? How do you describe your ADRC to people unfamiliar with the concept? What sort of terminology does your ADRC advisory board use to describe it? In talking about the ADRC, do you focus on what it is or what it does? What has been your most successful strategy for communicating the ADRC concept and gaining buy-in? What have been your biggest obstacles?