Case Study: Delivering Notice to a Remote Class

Case Study: Delivering Notice to a Remote Class

Cobell, et al. v. Salazar, et al., No. 11-5205 (D.C. Cir. 2012)

Cobell v. Ken Salazar, Secretary of Interior, et. al. was brought on behalf of over 500,000 individual Indian trust beneficiaries to enforce the trust duties owed by the United States and to require the United States to provide a historical accounting of Individual Indian Money (IIM) accounts to class members.

The Cobell class required a unique combination of traditional and modern notice methodologies. Class members, including potential heirs, were widely dispersed across urban and remote rural locations, presenting Kroll with starkly different considerations for effectively delivering notice. While some groups could be reached through modern methods such as banner ads and social media, one group was so remote that the only way to deliver notice was via a mule train—a pack animal sent with printed notices across a significant distance which took days to traverse.

In addition to the geographic distribution of the class, it also included 17,689 deceased IIM account holders whose settlement awards had not been distributed by the government. When taking over the administration in 2018, Kroll’s challenge was to identify and then deliver notices and claim forms to the potential heirs of these deceased IIM account holders.

Kroll’s extensive analysis of the data revealed two complexities:

  • Many deceased class members were listed only by their tribal names, which could not be found by any traditional records searches.
  • Of the 17,689 deceased class members, only 6,494 had traditional social security numbers. This also limited the usefulness of traditional records searches. Without the ability to conduct traditional records searches on tribal names and with the limited availability of social security numbers, Kroll initiated an extensive supplemental notice effort.

Kroll’s efforts touched upon virtually every method of notice, from direct printed notice, email, to print, radio, online and social media.

 

Direct Notice

“One group was so remote that the only way to deliver notice was via a mule train...”

Kroll conducted meticulous records searches for the potential heirs associated with the 6,494 deceased IIM account holders with social security numbers. These efforts yielded U.S. mail, and/or email records for 22,780 potential heirs.

To ensure that notices would be deliverable to these potential heirs, Kroll subjected those records to an update via the United States Postal Service’s National Change of Address database and updated this list with address changes identified. Additional direct tribal outreach included preparation and delivery of packets including cover letters and claim forms to over 587 tribes nationwide. One of these tribes, the Havasupai Tribe in Arizona, resided in a remote section of the Grand Canyon. Kroll sent the Havasupai Tribe’s cover letters and claim forms via mule train, which carried the cover letters and claim forms down the trails along the walls of the Grand Canyon.

Online Media Outreach

Beyond direct notice, Kroll also served over 4.7 million digital banner advertisement impressions to deceased IIM account holders’ potential heirs across desktop, laptop and mobile devices. Targeting tactics included programmatic, contextual and custom allow lists, including banner ads placed on relevant Native American tribes’ websites. Kroll included zip code matching of potential heirs, location-based targeting of Native American tribes and targeted contextually relevant Native American news and general interest websites, along with key word searches. Kroll’s creative assets included engaging graphics to grab the attention of users.

Case Study: Delivering Notice to a Remote Class

Radio

New Mexico and Arizona contained significant populations of potential heirs. In these states, many tribes live in remote areas with limited access to the internet, which required Kroll to expand its outreach to include local market on-the-air AM and FM radio. Over 300 60-second radio ads were aired across tribal radio stations, including targeted station ads spoken in Navajo.

Kroll also aired approximately 67,000 programmatic radio ads, targeting specific location and/or specific audiences. All radio campaigns were targeted to Native American audiences utilizing various third-party audience segments, including direct placements on platforms such as Spotify, Pandora, iHeart.com, Tunein.com, Radio.net, AccuRadio.com in Arizona and New Mexico.

 

Tribal Print Media

To supplement the campaign, Kroll implemented a print notice effort focused on 64 tribal newspapers. Further, Kroll added local print media in areas serving Native American populations. Overall, the effort added 14 local general-circulation newspapers.

Case Study: Delivering Notice to a Remote Class

Social Media Outreach Summary

The online campaign also included extensive social media outreach. In that regard, Kroll precisely identified and targeted audiences through advanced AI analysis of over 200 million meta data points drawn from publicly available interactions on Facebook, Instagram, X and YouTube. The analysis spanned nearly 1,000 profiles, pages, groups, communities, events and channels. Kroll’s analysis resulted in notice efforts including:

  • 56,120,156 targeted people reached through paid social media.
  • 99,000 lookalike audience reached organically through shares. A lookalike audience is a targeted group of users on social media platforms identified as having similar characteristics to an existing audience, i.e., friends and family.
  • 209,720,686 social impressions served.
  • 3.60 average number of times each person saw an ad. 
Case Study: Delivering Notice to a Remote Class

To amplify reach, awareness and trust, Kroll sent nearly 300 outreach messages to influential Native American social media page and group administrators, requesting that they post an approved message to their users.

For deceased IIM account holders without sufficient information by which to identify and locate heirs, Kroll’s efforts expanded reach by harnessing Ancestry.com’s public data to identify and match ads to potential heirs of deceased IIM account holders on Facebook and Instagram.

Kroll’s Efforts

Kroll’s efforts have produced significant outreach by potential heirs. Contact us to hear more about this unique effort.

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