Marketing/Outreach Budget. June

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1 Marketing/Outreach Budget June

2 Goals Increase brand awareness statewide Drive enrollments (targeted outreach to eligible customers) Implement effective customer retention campaign Increase accurate understanding of Marketplace 2 2

3 Approach Follow mission/goals of organization Design initiatives based on performance of first open enrollment tactics (continue what worked) Incorporate more measurement of campaigns Adhere to benchmark spending guidelines Use data as basis for targeted campaigns Drive down costs through increased planning and longer-term agreements 3 3

4 FY 2014 Budget $10M budget o Majority of budget dedicated to statewide paid media in English and Spanish (TV, radio, outdoor, online, mobile, print) o Grassroots outreach at 1,000+ events with partners and street teams o Launched new name and tripled brand awareness in 7 months o Sponsorships of events and sports teams o RV Tour, walk-in enrollment sites o Coordinated campaigns to connect account holders to local inperson support o Supported even distribution of enrollments across all counties o Cost per acquisition within efficient benchmarks 4 4

5 FY 2015 Budget $4.8M (July 1, 2014 June 30, 2015) o Continue statewide paid media Statewide TV and mass media presence necessary to maintain and grow awareness Customer retention campaign requires mass media messaging o Targeted outreach (data-driven) to eligible customers o Outreach and enrollment events statewide o Walk-in enrollment sites o Coordination with Customer Service Center, Assistance Network and brokers/agents to support existing customers and reach new customers o Earned media 5 5

6 Increase Awareness Annual statewide awareness survey to measure awareness Sharp awareness increase in first year not expected in following years (goal of 5% increase is aggressive) Portion of paid media dedicated to general messaging with goal of increasing awareness, based on data o Resuming paid media in July 2014, accelerating in open enrollment o Statewide (English and Spanish) Earned media and grassroots outreach also to support this goal 6 6

7 Targeted Marketing to Drive Enrollments Use data to identify opportunities for targeted marketing (more efficient and less costly) o Young Adults o Latinos and other minorities o Tax-credit eligible/uninsured o Small Businesses Timed to open enrollment o Young adult campaign will be heavier toward deadlines Messaging to focus on financial incentives, increased penalty, value of health insurance o More customer stories o Tailored messages for each target audience 7 7

8 Customer Retention Campaign Support customer service efforts through website, social media, outbound campaigns Paid media campaign focused on renewals/value of coverage Messaging to customers about reporting changes, system enhancements and Customer Support Network availability Small Business campaign Customer testimonials 8 8

9 Accurate understanding of Marketplace Necessary to proactively provide accurate information about health care reform and our Marketplace, especially given coming election season dynamics Reporter questions and information requests heavy Specialized messaging/relationships necessary for target communities 9 9

10 FY 2015 Budget Detail Quarterly Totals Q1 Q2 Q3 Q4 Total Market Research 0 $50, $50,000 Paid Media/agency fees and production $750,000 $3,170,000 $164,500 $73,500 $4,158,000 Outreach and Enrollment Events $25,000 $170,000 $80,000 $21,000 $296,000 Educational materials $40,000 $70,000 $31,000 $19,000 $160,000 Consulting Services $37,500 $51,000 $39,000 $14,500 $142,000 Total $852,500 $3,511,000 $314,500 $128,000 $4.8M 10 10

11 Budget category: market research Estimated at $50,000 Statewide awareness survey Market data for targeted campaigns o Mobile o Direct Mail 11 11

12 Budget category: paid media Estimated at $4.15M Brand awareness campaign resuming July 2014 and accelerating through open enrollment Targeted campaigns for young adults, Latinos, small businesses, uninsured/tax-credit eligible Customer retention campaign focused on renewals Drive long-term savings More customer testimonials Use tax credit amounts for targeted messaging by geography and target audience Increase emphasis on federal penalty 12 12

13 Budget category: Outreach and Enrollment events Estimated at $296,000 Augment paid media with grassroots events to reach target audiences Temporary walk-in sites and enrollment events near deadlines and to support renewals Partnerships statewide with stakeholders, brokers/agents and Assistance Sites Street teams for one-on-one conversations and direct referral to enrollment experts 13 13

14 Budget category: Educational materials Estimated at $160,000 Updated brochures, rack cards, posters, banners Materials for existing customers and to support renewals Graphic design services Short video production Website maintenance Social media campaigns 14 14

15 Budget category: Consulting Services Estimated at $142,000 Specialized outreach efforts for target audiences Support for media requests Earned media campaigns 15 15

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