Outreach & Communications Advisory Group. July 17, 2013
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1 Outreach & Communications Advisory Group July 17, 2013
2 Jeffco Food and Health Fair 2
3 Agenda Operational Updates Update about Outreach and Marketing activities Discussion of Engagement/ Outreach/ Marketing initiatives Discussion of Assistance Network Performance Metrics and Evaluation 3
4 Updates Operations Board appointees Level 2 Grant Training Testing Interns Assistance Network Speakers Bureau Fact Sheets (overview, APTC, large print, Spanish, business) Partner Updates 4
5 May Brand Launch Television (English/Spanish) o 11 million impressions statewide o Presence at Rockies games o Interview formats to provide more information Radio (English/Spanish) o Spots aired over 2,500 times on 51 AM/FM stations Print (English/Spanish) o 13 newspapers, 9 business publications, 5 Spanishlanguage publications 5
6 May Brand Launch Website o Over 10,000 visitors/ week in late June o Over 270,000 page hits since early May o Over half of visitors are new o Visitors spending nearly 4 minutes on the website and looking at 4 pages o Top pages other than home page are the individual calculator, Let Us Help, News, Health Plan Choices o 373 people have signed up for communication o More than 380 questions have been submitted and answered 6
7 May Brand Launch Outdoor (English) o Light rail and bus ads continuing in metro Denver area Social Media o YouTube Channel videos (Welcome video has 2,600 views; Vegas spot has 683 views) Search Engine Marketing o Google placements using key words o Strong response to ads for general information vs. tax credits and more specific details 7
8 Next Stages Goal is to use all available avenues to effectively reach potential customers and the people they trust Emphasis on longer interactions (interviews, one-on-one talks with consumers) Brand awareness continues through advertising campaign Toll-free number being pushed out Next phase of campaign includes broader set of tactics Challenge is allocating resources with longer list of initiatives Supporting Assistance Network, Agents/Brokers, partners, training and Speakers Bureau Greater emphasis on communicating through partners 8
9 Next Stages - Marketing TV and radio scripts being tweaked, phone number added going back on air in August Statewide advertising campaign for open enrollment will include heavier presence, more tactics (online, billboards, mobile) Young Adult campaign Insurance carrier partnerships Assistance Network marketing and outreach activities Agent/Broker marketing and support Direct consumer engagement at major events Exploring strategic partnerships with sports teams, arenas, and corporations 9
10 Next Stages - Outreach Webinars and training for partners Production of collateral materials and tool kits for partners Specialized outreach materials for targeted communities, such as Native Americans, non-english speakers, disability community Speakers Bureau training and deployment for outreach Presentations Calendar of events Partner network expansion (more than 100 groups engaged) Newsletter and other content to partners Emphasis on key groups, such as medical providers 10
11 Group Discussions Promoting/Personalizing Assistance Network Repurposing collateral materials Community engagement/creating buzz 11
12 Promoting Assistance Network Goal: Build awareness about the people in the Assistance Network; put a face on the new program Health Coverage Guide of the month Press releases Facebook page/campaign Twitter campaign Day in the life of a Health Coverage Guide video 12
13 Repurposing Collateral Materials Materials offered by CMS: Get Ready Check List/worksheet Value of Health Insurance 13
14 Community Engagement Goal: Get Consumers and partners involved in campaigns to create buzz Poster contest T-shirt/hat design contest Games to be played at events or online Mobile apps o Find a doctor o Understanding insurance o Calculating MAGI o Health Plan Rates and Features o Tax credit calculator 14
15 Next Steps ENGAGE!! MOBILIZE!! Next meeting: August 14, 3 pm 15
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