Issues in Developing Programs for Uninsured Children: A Resource Book for States. E.Outreach and Marketing Budgets


Most programs rely upon public information campaigns via media and large population techniques rather than on community outreach workers who may interact directly with the targeted population. In the nine states, the percentages of program budgets allocated for outreach and marketing ranged from 1% to 16%.

  • Washington allocates less than 1% of their administrative budget for marketing, comprising approximately 7.5% of the total premium budget. For all materials produced, funding is drawn exclusively from the printing and postage budget. At the onset of the program, approximately 2% to 5% of the administrative budget was spent on marketing. However, this amount has been reduced as they are no longer actively recruiting beneficiaries. Since most outreach and marketing is conducted through community stakeholders, the administrative allocation for marketing and outreach has never been substantial.
  • In Florida, total administrative costs for marketing and outreach are 5.2% of the total budget. This includes administration and evaluation in addition to outreach and marketing. As marketing is primarily targeted within schools, costs include the production of the enrollment forms, flyers for children to take home, and posters to display in schools.
  • New York provides approximately 1% to 2% of their total budget for outreach and marketing efforts.
  • In Pennsylvania, the contracted insurance plans for the Pennsylvania CHIP program are required to spend 2.5% of their grant allocation on outreach and marketing. Most plans actually conduct substantial amounts of outreach and marketing based on in-kind contributions.
  • Colorado and California also place a high emphasis on marketing and outreach and have allotted approximately 11.3% and 16% of their total program budgets for this purpose.