Community Marketing Initiative (CMI) Plan Template
The marketing plan should include the following outline with descriptions:
CHIP Community Marketing Initiative
Contact Person who be working on the initiative
I. Plan: Describe in detail your organization’s marketing plan for increasing CHIP enrollment by
educating the community about CHIP and encouraging parents to application applications. Please target
parents with children and teens up to the age of 19 for your efforts and refer to the CHIP website for
income guidelines for different family sizes. The plan must also include organizations and businesses you
will work with to achieve your goals.
II. Support: Explain why this plan will be effective in achieving your enrollment and outreach goals for
CHIP. This section should support why you have selected this as the best plan of action and include any
results from similar outreach programs implemented by your organization.
III. Plan Initiatives: Description of each initiative or activity, including type of outreach/event, who will
be conducting the outreach, and where outreach efforts will be taking place. Again, include other
organizations and businesses in your community who will be helping you in carrying out each initiative
or activity and who the targeted audience is for the event.
IV. Recap Report: A post-outreach evaluation report should be developed after each event/activity.
Each report will become part of monthly and year-end evaluation tools for each organization. The Recap
Report should contain, but is not limited to, the following:
• List the targeted audience
• Inventory produced versus distributed
o Number of applications distributed
o Number of brochures and collaterals distributed
• Number of applications completed
• Number of attendees at given events
• Sign-in sheets (should be used at events to gather follow-up information of individuals who need
CHIP information or application assistance)
• Number of people communicated with during outreach
• Hours available for information sessions
• Locations (some places may be more effective than others)
• Organizations and businesses your organization networked with to carry out the event/activity
• Contacts/Interaction carried out with CHIP insurance companies
V. Budget: Please provide a detailed breakout of costs per initiative. Please keep in mind this plan is for
marketing and outreach only. Your costs should be related to the activities you have defined in the
marketing plan. For instance, requests should relate to costs for printing and distribution of materials and
brochures or events; as well as costs pertaining to training of staff on CHIP. Again, funding for staffing
will not be considered as part of your budget.
VI. Timeline: Please include a calendar showing when specific plan activities/initiatives will take place.