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Benefits Outreach Via Social and Earned Media: Lessons from a Pilot Campaign

June 22, 2017 UTC @ 2:00 pm - 3:00 pm

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Beginning in 2016, NCOA’s Center for Benefits Access engaged the marketing firm M+R to initiate a pilot campaign testing messages and mechanisms designed to compel low-income older adults to apply for benefits they may be missing out on.

On June 22, we’ll host a webinar that provides in-depth analysis of two strategies we tested during this pilot campaign: Facebook advertising and earned media.

Join representatives from M+R as they discuss:

  • Results/lessons learned from the pilot efforts
  • How your organization can implement these two approaches
  • What to expect in terms of resource (cost/staffing) needs
  • Challenges you may encounter along the way, and
  • How to measure your results.


Katie Andriulli, Senior Strategist, supervises the day-to-day earned media and social media operations for M+R clients, including NCOA. Katie secures coverage in top-tier national and regional outlets; creates long-term media and social strategies; and serves as the bridge between the account team and senior counsel to ensure those strategies are being successfully executed. Katie’s other clients have included New York Public Library, U.S. Holocaust Memorial Museum, University of California System, American Lung Association, Smart Growth America, and USAgainstAlzheimer’s.

Kathryn Frazier, Senior Vice President, has more than a decade of experience providing clients with strategic communications and media relations counsel. Kathryn has overseen the M+R team’s work for NCOA since January 2017. Since joining the firm in 2008, Kathryn has worked on a wide range of issues with clients like Feeding America, the Rockefeller Foundation, the Pew Charitable Trusts, American Jewish World Service and the Environmental Working Group.

Becca Marcus, Digital Advertising Strategist, has been with M+R for over 3 years implementing innovative online fundraising and advocacy campaigns. She was one of the earliest staff members to run social media ads prior to Facebook’s formalized Business Manager advertising interface, and helped to establish current firm wide best practices for Facebook lead generation and fundraising campaigns. As M+R’s Facebook advertising expert, Becca oversees the firm’s Business Manager, and works with a variety of clients on big picture strategy. She has worked extensively on advertising programs for the Wildlife Conservation Society, The Nature Conservancy, and Planned Parenthood Federation of America.


June 22, 2017 UTC
2:00 pm - 3:00 pm
Event Category:


Center for Benefits Access