Broker guidelines. for Advertising and Marketing

Transcription

1 Broker guidelines for Advertising and Marketing

2 Broker guidelines For advertising and marketing Indiana University Health Plans offers a full range of health insurance plans for employers and their employees, individuals, families and Medicare eligible members of our community. As part of Indiana University Health, Indiana s only healthcare system nationally ranked by U.S.News & World Report, IU Health Plans must maintain a strong and consistent brand message. To maintain brand positioning, Indiana University Health Plans requires responsible use of the company logo and name and carefully evaluates each request for the use of the brand by people or organizations outside the organization. Brokers who have a signed agent agreement with IU Health Plans to sell Marketplace and/or Medicare Advantage plan options may use the provided IU Health Plans logo in advertising and marketing materials per the guidelines set forth in this document. Logos for use in advertising and marketing materials are available upon request from the IU Health Plans Marketing Department Any materials that include the IU Health Plans name or logo, must follow the guidelines outlined in this document and be approved before use. IU Health Plans will use all legal remedies to enforce compliance. Unapproved use of the name or logo can result in the immediate termination of your broker agreement. How to submit materials to IU Health Plans Marketing for approval Prior to use, requests to Marketing Department at: IUHealthPlans@iuhealth.org Please allow five business days for your request to be processed. We make every effort to process requests as quickly as possible. However, product-specific requests may require approval from our Legal Department, and/or Compliance Departments. When submitting your material to IU Health Plans Marketing for review and approval please include the following information: 1. Marketing material for review 2. Audience of marketing material 3. Objective of the marketing material (i.e. reach new prospects or communicate with customer) 4. When the marketing material will be used 5. Where or how the material will be used (i.e. advertising to be placed on Local Art Gala program)

3 Logo application guidelines The only allowed version is horizontal and executed so the logo is no smaller than 3 wide The only allowed version is the four-colored version featuring the name and two-color trident square Whenever possible, the trident square should not be printed less than.5 wide. Minimum.5 base width Never enclose the logo in a shape, or place the logo in a small shape for purpose of reversing. Never place the logo on a red background. The distance between the Indiana University Health Plans logo and other visual elements must be at least the distance of the X (X being the cap I height of the Indiana University Health Plans typography). This is a minimum of clear space. Wherever possible, additional space is recommended. CMYK C: CMYK U: RGB: HEX: 981E32 PMS 201 may be substituted when printing as a spot ink. It is mandatory to add the following disclaimers in assocation with the IU Health Plans logo. a. MGA: <MGA company name> is the MGA exclusively contracted with IU Health Plans <business line> b. GAs: <General Agency Name> is contracted with <MGA Company Name> the exclusive MGA with IU Health Plans <business line>

4 Brand use rules Overall Marketing Materials Any materials that include the IU Health Plans name or logo, must follow the brand guidelines and be submitted to IU Health Plans Marketing for approval before use. Approved material can be used for one year only. Managing General Agencies/General Agencies/Brokers may not represent themselves or their agency as an employee or office of IU Health Plans in any marketing materials. All materials produced must clearly show they are an independent company offering IU Health Plans. The IU Health Plans full name or full logo must be used. The logo may be used only as provided. The logo cannot be distorted or used in a way not explicitly approved by IU Health Plans Marketing or described in the brand guidelines from IU Health Plans. The phrase an authorized agency (or agent) of must be used before the IU Health Plans name on the most prominent reference. May not use IU Health Plans branding elements, including colors and fonts on marketing materials. May not use IU Health Plans name or logo in connection with any local sponsorships, unless previously approved by IU Health Plans Marketing. May not use IU Health Plans name or logo for paid media. IU Health Plans will use all legal remedies to enforce compliance of brand guidelines. Unapproved use of the IU Health Plans name or logo can result in the immediate termination of their agent or agency agreement. Direct to GAs & Agents Marketing Materials IU Health Plans name and logo may be used in marketing materials used to recruit GAs or agents to sell IU Health Plans, to announce or communicate the MGA or GA is authorized agency for IU Health Plans and to train GAs and agents on IU Health Plans. In this instance, the definition of marketing materials is any , web, collateral (i.e. mailer, letter, flyer) and training materials. Approved IU Health Plans messaging provided may be used in marketing materials. According to CMS regulations, IU Health Plans product messaging cannot be used in any marketing materials until open enrollment starts to the specific model or business line based on CMS calendar. Marketing materials are to come from the MGA/GA and use the branding of their respective company. The recipient of the material needs to have a clear understanding that the MGA/GA is communicating with them and not IU Health Plans. In order to clearly communicate the entity or person that is carrying the message as well as their relationship with IU Health Plans: 1. Name of the MGA or GA should be mentioned first. 2. In terms of logo size, the IU Health Plans size can t be larger than the agency logo in any case. 3. A disclaimer should be added to all marketing materials as follows: a. MGA: <MGA company name> is the MGA exclusively contracted with IU Health Plans <business line> ie: Aspire Benefits Services is the MGA exclusively contracted with IU Health Plans Marketplace. b. GAs: <General Agency Name> is contracted with <MGA Company Name> the exclusive MGA with IU Health Plans <business line> c. IMOs: <IMO company name> is the the IMO exclusively contracted with IU Health Plans <business line> Direct to Consumer (Client) Marketing Materials Product, prospect or member specific marketing materials to be managed by IU Health Plans only. IU Health Plans will provide direct to consumer marketing materials for brokers to use with clients, such as Enrollment & Benefits Guide, Plan Brochures, Slim Jim Brochures, print ads and flyers. Material available may vary year over year. The IU Health Plans Marketing Department will communicate available materials and how to access them prior to materials being released for use. Direct to consumer marketing materials used to facilitate client meetings and manage client relationships are to come from the MGA/GA/Broker and use the branding of their respective company (i.e. Role of the Broker flyer or What is an HSA flyer). Cannot use IU Health Plans name, logo and branding in these types of direct to consumer marketing materials. Only use of IU Health Plans name and logo in direct to consumer (client) marketing materials that communicate or announce to customers that the agent or agency is authorized to sell IU Health Plans. No IU Health Plans product messaging will be included in these marketing materials. In this instance, the definition of marketing materials is any , web or collateral (i.e. letter, flyer).

5 Usage examples Get ready to sell! Don t miss out. Get ready to sell! Authorized Agency Don t miss out. Brokers interested in becoming certified to sell IU Health Plans under 65 plans during the next Open Enrollment Period starting November 1, 2015 must RSVP to one of our required training sessions. Brokers interested in becoming certified to sell IU Health Plans under 65 plans during the next Open Enrollment Period starting November 1, 2015 must RSVP to one of our required training sessions. Aspire Benefits Services is the MGA exclusively contracted with IU Health Plans Marketplace Aspire Benefits Services is the MGA exclusively contracted with IU Health Plans Marketplace CORRECT MGA SAMPLE FLYER to Agencies and Agents WRONG MGA SAMPLE FLYER to Agencies and Agents Learn more about IU Health Plans. Brokers interested in becoming certified to sell IU Health Plans under 65 plans during the next Open Enrollment Period starting November 1, 2015 must RSVP to one of our required training sessions. SOUTH BEND 10/6/15 8:30PM EVANSVILLE 10/8/15 5:30PM FISHERS Authorized 10/19/15 Agency of 6:30PM spiralightplans.com Spiralight is the IMO exclusively contracted with IU Health Plans Marketplace IMO SAMPLE POSTCARD to Agencies and Agents