Arkansas' ARKids First Program - Monitoring and Lessons Learned

The ARKids First program recognized that data tracking issues would be critical in marketing and outreach to justify expenses. For this reason, the program utilized comprehensive tracking mechanisms such as overlaying county-level enrollee maps with radio and television advertisement area maps, and analyzing demographic information of persons who called the program’s 800 number to determine the effectiveness of their outreach and marketing efforts.

Broad-based awareness of the program created early in its implementation can be pivotal in reaching target enrollment rates.

Two strategies that were effective in generating broad-based awareness were:

Linking a well-respected public figure with the program (e.g., the Governor) and using heavy media coverage of her/his participation in program events.

Utilizing a major fast food chain as an information distribution point throughout the State.

Public awareness/program recognition generated by these efforts can be used to leverage additional funds and exposure from the business and media community throughout the life of the program.