OUTREACH AND COMMUNICATIONS ADVISORY GROUP

July 21, 2016

2

Agenda

• Welcome, introductions & agenda overviewo DOI update – Vince

o HCPF update – Rachel

o Connect for Health Colorado

• Linda

• Pattie

• Taylor

• Luke

• Quick Cost and Plan Finder Tool

o Taylor demo

• Marketing Plan for OE4

o Taylor

• Customer Stories

2017 STRATEGIC PLAN:MARKETING & OUTREACH

4

Review of OE3 Strategy

• Focus resources in places with highest market potential

• Use simple, direct messages tailored to audience

• Create more visual campaign with videos, graphics and images

• Ensure strong presence of in-person assistance in target areas

• Boost brokers, Enrollment Centers and Assistance Sites in target areas

5

Review of OE3 StrategyZip-code level marketing/outreach

• Data driven approach

o Analyzed zip-code level data

o Identify areas with the most number of eligible uninsured Coloradans

• Utilized Colorado Health Access Survey data

o 2013 & 2015 to ID zips with the most number of potential new customers

• Studied details of each zip code and created targeted messaging

• Developed different calls to action for zip code groups

• Emphasized in-person assistance

o Sent customers to the “Get Help” page, Enrollment Centers or to call the Customer Service Center

6

Review of OE3 Strategy - Demographic groups

1. Lower income individuals and families, with high number of young adults

- Latinos

- African-Americans and immigrants

- High concentrations in Aurora, Colorado Springs

- Pockets in Greeley and northern Colorado, Durango area, Grand Junction, Pueblo, Sterling

2. Middle income individuals and families with higher education levels, largely Caucasian, in areas such as Broomfield and Littleton

3. Upper income individuals and families, including older adults

7

Review of OE3 StrategyCounties with highest uninsured

Denver (56,670)

El Paso (47,558)

Arapahoe (42,062)

Adams (30,950)

Weld (21,915)

Source: 2015 Colorado Health Access Survey

8

Review of OE3 StrategyPaid Media and Messaging Schedule

Renewal campaign

10/19 to 11/4

Start of open enrollment

11/1 to 11/22

December 15 deadline

11/30 – 12/15

HealthOP/SEP outreach

11/30 – 12/31

January 31 deadline

1/4 – 1/31

9

OE3 Campaign Details - Paid media tactics

• Google search ads

• Digital radio (Pandora)

• Online banners/video

• Mobile banners

• Broadcast radio (traffic sponsorships)

• Cable TV (Denver, Aurora, Weld, El Paso counties)

• KOA announcer-read spots in Denver area during morning commute (El Paso County added)

• Spanish-language TV, radio, online, mobile

• Facebook boosts & targeted ad campaigns

• African-American print, social media, influencer videos/photos

10

OE3 Campaign Details - Messaging

• Deadlines

o The deadline is Dec. 15 for Jan. 1 coverage

o The deadline is Jan. 31 to get health insurance and avoid a tax penalty

• Tax penalty

o Get covered and avoid a tax penalty of at least $695 per person

o Get covered and keep your tax refund

• Savings

o Your health plan could cost less than $100 with financial assistance.

o Save hundreds of dollars a month on health insurance

o Find the best prices and selection on health insurance

• Free in-person help

11

OE3 Wins

• Marketing and Outreach budgets reduced and more targeted strategy helped reach new customers with strong results

• Invested in and marketed tools to help customers get access to in-person assistance through a Broker, Health Coverage Guide or Enrollment Center

o Broker Lead Tool

o The Connector Scheduling Tool

• Despite reduced budgets and a smaller in-person assistance network, enrollments increased in nearly every county!

• Largest gains in new customers

12

OE3 Wins

• Despite reduced budgets and ability to invest in statewide media, awareness levels are 60% and above what they were in 2013

• Overall, Coloradans have a positive opinion of us and believe we have had a positive impact on Colorado

• Gains in overall awareness of the tax penalty and that it increased

13

Marketing ROI

• Overall marketing Cost per Acquisition (CPA) ($100-$200 considered

efficient)

• $1.3 M total FY16 budget

o 169,156 enrolled lives (end of OE) = $8 CPA

o 191,860 enrolled lives to date = $7 CPA

• Overall impressions generated – 35,422,285

o 75% digital, 14% radio, 9% TV, 2% radio

• Overall clicks generated – 187,159

o Cost per click - $2.56 (industry avg is $2.80)

o CPM of $13.52 (cost per thousand advertising impressions)

14

What went well – OE3

• Strategy

o Overall data driven approach was efficient and effective use of budget

• Media

o Google Search – best performers for driving traffic to the website

o Mobile ads and online videos performed strongly – drove engagement

o Latino media outlets were strong partners for paid and earned media

o Social media saw marked improvement in engagement and grew likes by 181% over previous year!

• Events

o Combined promotion of enrollment events worked for Denver-area Latino community

o Bi-lingual earned media with Pattie was very well received

o Coordinated events with our help in posting and boosting event info on social

15

What went well – OE3

• Messaging/Content

o New video about tax penalty performed well and was cost-effective

o Messaging about tax penalty and deadlines effective

o Latino ads in English and Spanish saw equal performance

o Greater emphasis on statewide enrollment centers – 156% in customers helped over previous year

o Greater emphasis on tools to get help

o Action oriented content on the homepage led to greater engagement and facilitated better searching experience for customers – willingness to recommend at 7 or above (1 – 10 scale)

16

OE4 High Level Strategy

• Focus marketing resources on January 1 deadline and consider going heavy at the start of OE

• Set aside funds for last-minute campaigns or changes – respond to market dynamics

• Continue geo-targeting customers and sending them to the closest in-person enrollment center

• Flagship enrollment center – repurpose investment (and staff time) to help existing certified enrollment centers

o Emphasize ALL of the places customers can now get in-person help

• Strengthen the brand with channels, stakeholders, and staff

o Identify and empower ‘brand ambassadors’

o Partner with health insurance companies

• Continue heavy focus on social media presence and driving engagement with customers and sharing with partners

o Arm assistors with content to assist in their social efforts

17

OE4 High Level Strategy - Messaging

• Use short videos and photos with message boards as much as possible (could do this again with partners)

• Build larger repository of video content – customer testimonials, health insurance literacy content, etc

• Continue emphasizing messaging about financial assistance AND couple that with messaging about the who may be eligible

o Messaging priorities based on market research

• Communicate message of stability, ease of use, you still need health insurance – 5 Years Strong

• Empower all assistors and partners with content to fuel all of our efforts

o 5 Years Strong campaign

o Content style guide

• Continue to promote enhanced Small Business Marketplace

• Find ways to explain the easiest way to enroll – tips for making the process quicker (Connector and Broker Lead Tool)

18

OE4 High Level Strategy – Customer Retention

• Focus more resources on retaining customers – even starting earlier than OE to get them engaged

• Refocus customer email communications

o More proactive

o More targeted

o More concrete tracking metrics

o Proactive and marketing focused messages (instead of operational)

• Continue monthly customer retention communications – with optimized template

19

OE4 High Level Strategy – Outreach

• Continue zip-code level, data-driven targeting

o Focus on counties with highest levels of APTC EBNE

• Adams, Weld and El Paso still need focus coupled WITH high levels of on-the-ground support

o Obtain weekly enrollment data updates to evaluate against marketing campaign and pivot as needed

• Enrollment events need to be carefully planned – and must include promotion by host organization

• Identify and bolster bilingual in-person resources and enrollment assistors

• Identify key community-based events and sponsorships to engage hard-to-reach populations

o Continue data driven approach to inform these investments

• Bolster outreach to faith-based communities

• Refine outreach tracking methods and measurements. Use as template to help sites.

o Information gathered from other states’ to help define our plan

20

OE4 High Level Strategy – Collateral & Tools

• Optimize suite of print collateral – based on ordering data

• Reduce investment in some printed items

• Make more available electronically

• Streamline decision support tools and ONLY use those that prove effective for customers

o Avatar – cut for now

o Mobile app – cut for now

• Focus on tools that help educate customers on how to find a plan for their need

o Quick Cost and Plan Finder Tool

• Use Google analytics, surveys, user testing results to inform future enhancements

21

OE4 High Level Strategy – Paid Media

• Keep overall media mix similar – heavy on digital but including traditional broadcast and local radio

o Print media has shown not to be effective, but opportunities will still be evaluated

• Prioritize digital and low cost channels prior to election – bilingual

• Ramp up digital, local radio after election - bilingual

22

Earned Media

• September

o Marketplace analysis based on finalized 2017 rates and plans

o Importance of shopping, individual circumstances vary

• October

o What’s new in OE4 from consumer perspective

• November

o OE 4 is underway, overview of deadlines

o Enrollment centers opening statewide

o Resume semi-monthly enrollment updates*

• December

o Emphasis on deadlines, monthly savings, avoid penalty

• January

o Deadlines, monthly savings, avoid penalty

• February

o OE4 results, SEP, LCE and high level process

CUSTOMER STORIES REVAMPMaking connections for our customers

24

Why are customer stories important

• Stories “show” or “demonstrate”

• Testimonials are powerful

• Make Connect for Health Colorado approachable

• They can illustrate how things work

• Portray the diversity of customer base

• Provide memorable and sharable moments

25

How we use stories

• Currently a webpage and sprinkled throughout website

• Content for social media (Facebook, Twitter, Instagram, You Tube)

• Featured on our You Tube channels

• Collateral

• Referenced by our brokers and health coverage guides in their work

• Referred to by media

26

Why are we revamping the page

• Make the webpage more appealing and accessible

• Standardize the images and story length

• Show geographical dispersion

• Increase frequency of postings to keep page fresh and provide new content for social media

• Accommodate both video and text-based stories

• Improve visuals so they can be repurposed in print

• How do we get more, good quality stories?

27

28

29

Problem we are trying to solve

• Make the webpage more appealing and accessible

• Standardize the images and story length

• Show geographical dispersion

• Increase frequency of postings to keep page fresh and provide new content for social media

• Accommodate both video and text-based stories

• Improve visuals so they can be repurposed in print

• How do we get these stories?