To provide one-on-one assistance, counseling, and education to Medicare beneficiaries, their families, and caregivers to help them make informed decisions on Medicare, Medicaid and related programs. - Abstract – Illinois SHIP The Illinois Senior Health Insurance Program (SHIP) 2025 Grant Application outlines strategies to provide accurate and confidential Medicare assistance statewide through a network of more than 300 partner sites and with 1,300 trained counselors. Capacity-building initiatives focus on recruiting and training counselors and new host organizations, offering continuous professional development, and maintaining high standards of service quality. Data-driven approaches are used to identify service gaps, expand partnerships, and address the needs of underserved populations, including non-English speaking counseling services. Operational excellence is ensured through the SHIP Tracking and Reporting System (STARS), which supports performance monitoring, reporting accuracy, and quality assurance. Bi-monthly educational sessions and ongoing technical assistance further strengthen program effectiveness. Open enrollment full day trainings to prepare the work force for the challenges of the new plans and products annually and a post open enrollment survey will be performed to solicit counselor feedback and establish best practices. Innovative measures include updated materials tailored for accessibility, expanded use of technology, and a holistic care approach that integrates Medicaid waiver services to meet broader health and social needs. Outreach efforts are supported by redesigned brochures, enhanced online resources, and targeted campaigns to engage beneficiaries at critical decision-making stages. Partnerships will be expanded to stakeholders who serve ethnic and minority communities and the hard-to-reach individuals and persons with disabilities. Through these initiatives, Illinois SHIP aims to expand its reach, improve Medicare enrollment outcomes, and address the diverse needs of beneficiaries. This comprehensive approach ensures continuous improvement and measurable outcomes, reinforcing Illinois SHIP’s commitment to excellence and equity in service delivery.