The campaign could brand producer backers as 3in4 advisors.

The long-term care (LTC) planning advocates at the 3in4 Association are working to come up with a kind of LTC outreach campaign for a new age.

Jonas Roeser, the president of the group, said he and his colleagues want to build on past efforts, by taking steps such as updating an LTC planning consumer guide and producing a national television public service announcement (PSA) campaign that will promote the need for LTC planning.

The team hopes to replace the full-size Greyhound bus that it sent on a national LTC planning promotional tour two summers in a row with a mini bus that will focus on promoting the California Long-Term Care Parntership program.

But the group also wants to make more use of low-cost, potentially high-return electronic outreach methods, such as developing an LTC planning app for smart phones and tablets, launching internal 3in4 platforms to support the producer, and creating a 3in4 Advisor brand.

The group wants to organize a “full court press to market to the producer the value in supporting the 3in4 campaign with a $5 membership fee,” Roeser said.

The 3in4 Association would use the money pay for new training materials and awareness activities, Roeser said.

The 2013 campaign will be the group’s third major promotional effort.

The 2011 campaign  and its LTC awareness bus generated about 122 million print, online and broadcast impressions, and about $2.8 million in total media exposure value.

The 2012 campaign generated 299 million impressions, and a total of $6.3 million in media exposure value.

The group reported, for example, that the 2012 public service announcement (PSA) campaign succeeded at getting U.S. radio stations in 38 cities to play 3in4 PSAs more than 23,000 times.

Meanwhile, as the 3in4 Association was ramping up promotional efforts, and getting print reporters and broadcasters to notice that no one in the audience was getting any younger, the association ran into supply problems.

Insurers had mixed feelings about trying to expand sales of private long-term care insurance (LTCI) in an era of low returns on bond portfolios and difficulties with getting regulators to approve rate increases.

But care continues to get more expensive, insurers are finding ways to stay in the market with either traditional LTCI or alternative products, and, even now, none of the potential buyers is getting any younger.

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