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Washington Health Benefit Exchange
Exchange Board Meeting
December 19, 2012
Michael Marchand Communications Director
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Paid Advertising
The 4A Cycle
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Awareness
Acceptance
Adoption
Advocacy
Stakeholder Research: Awareness
▪ Low awareness among residents of the specifics of health reform and how they might be affected (52%).
▪ Those who need to know the most currently know the least, including the uninsured (42%) and those with incomes under 139% FPL (47%).
▪ When presented with various elements of reform, people are least aware of the Exchange website (74%) and the availability of tax credits (71%).
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Vehicles
Integrated marketing and engagement campaign via multiple touch points
▪ Grassroots outreach and strategic partnerships
▪ Small business owner outreach and strategic partnerships
▪ Earned media
▪ Social media
▪ Paid media
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Paid Media Channels
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Television
Radio
Online
Outdoors
Non-traditional Advertising
Paid Media Strategies
▪ Communications bursts around key calendar windows
▪ Focus on key audiences related to success factors
▪ Amplify and support the grassroots efforts
▪ Showcase real stories
▪ Reflect the identity of its audiences
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Top-level Messaging Goals
▪ Increase awareness of availability
▪ Increase awareness of value and benefits
▪ Motivate enrollment
▪ Reinforce the importance of health insurance
▪ Highlight the state benefit of the Exchange
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Primary Target Audiences
▪ Uninsured individuals and families
▪ Cross-cultural communities
▪ Individuals purchasing private insurance
▪ Small business owners
Secondary audiences:
▪ Stakeholders
▪ Navigators
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Advertising Flights ▪ Wave 1, Aug.- Sept. 2013: Soft launch to build
Washington Healthplanfinder brand awareness.
▪ Wave 2, Oct.-Nov. 2013: Hard launch during first Open Enrollment when people can use Healthplanfinder.
▪ Wave 3, Jan.-March 2014: Push in early 2014 when coverage begins. Expect an increase in visits and enrollment as word-of-mouth spreads from those who now have coverage.
▪ Wave 4, Oct/Nov 2014: Push during the second Open Enrollment period.
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Measuring Progress
▪ Reach enrollment goals
▪ 130,000 with coverage starting Jan. 1, 2014
▪ 280,000 with coverage starting Jan. 1, 2015
▪ Develop metrics to measure outreach effectiveness
▪ Brand awareness
▪ Evaluation program
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Direct Marketing Activities: Paid Media
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2013 2014 Total
Campaign and Creative Development
$1,333,926 $1,333,925 $2,667,851
Media Buy $3,120,000 $2,080,000 $5,200,000
TOTAL $4,453,926 $3,413,925 $7,867,851
Stakeholder Engagement Plan and Marketing Timeline
Phase 5
Q2
2014
• Campaign evaluation
Phase 4
Q3 & Q4 2013
Q1 2014
• Hard launch (ads)
Phase 3
Q3
2013
• Soft launch (ads)
Phase 2
Q1 & Q2
2013
• Pre-launch planning
• Campaign refinement
Phase 1
Q4
2012
• Positioning
• Campaign development
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APPENDIX
Key Areas of Consumer Involvement*
Navigator Program
May June July Aug Sept Oct Nov Dec Jan Feb Mar
2012 2013 Apr
2013 May June July Aug Sept Oct Nov Dec
2014 Jan Feb
Marketing and Outreach
June 2012 – October 2013
October 2012 – January 2014 * = Dates are subject to change
User Interface Testing
March 2013 - August 2013
Training Material
Development
April 2013 – October 2013
Key Marketing Components – Phase 1
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Grassroots/ Partnerships
Small Business Earned media Social media Evaluation
o Explore potential partnerships
o Confirm key partnerships – determine logistics, timing and final budget
o Focus Groups o Surveys o Interviews o Public Meetings o Stakeholder meetings o Fact sheets o Websites o Public forums o Newsletter, listserv notices
o Explore potential partnerships
o Confirm key partnerships – determine logistics, timing and final budget
o Develop calendar of conferences and events and assess marketing opportunities
o Develop Exchange messaging and talking points
o Media train key spokespeople
o Develop editorial calendar, media lists, outlets
o Media announcements
o Confirm strategy for engaging key audiences
o Research social media landscape – identify relevant blogs and online news sites
o Confirm metrics
o Ongoing monitoring, adjust tactics as necessary
Key Marketing Components – Phase 2
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Grassroots/ Partnerships
Small Business Earned media Social media Evaluation
o Develop Exchange preview materials and messaging for confirmed partnerships
o Execute initial partnerships
o Identify and train spokespeople
o Workshops o Polling o Social Media o Forums o Webinars o Technical Advisory Committees
o Develop Exchange preview materials and messaging for confirmed partnerships
o Execute initial partnerships
o Develop materials and advertising for conferences/events
o Execute at initial events
o Identify and train spokespeople
o Proactive outreach such as media announcement, op-ed placement, drop-in article etc.
o Niche media placement(s)
o Ongoing rapid response media assistance
o Develop social media channels—Twitter, Facebook etc.
o Develop editorial calendar – integrate with earned media
o Outreach to stakeholders, partners and media to gain followers
o Push out relevant content
o Ongoing monitoring as necessary
Key Marketing Components – Phase 3
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Grassroots/ Partnerships
Small Business Earned media Social media Evaluation
o Execute partnerships
o Activate at key statewide sponsorships as applicable
o Surveys o Social Media o Public Meetings o Stakeholder meetings o Newsletter, listserv notices o Webinars o Training
o Execute partnerships
o Execute at conferences/events
o Drop-in messaging to partner communications
o Develop a series of short podcasts or a Webinar that describe the benefits of SHOP
o Increase proactive outreach such as media announcement, op-ed placement, drop-in article etc.
o Increase niche media placements
o Ongoing rapid response media assistance
o Create and distribute relevant infographic
o Continue to engage target audiences through social media channels
o Push out relevant content
o Ongoing monitoring and adjusting tactics as necessary
Key Marketing Components – Phase 4
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Grassroots/ Partnerships
Small Business Earned media Social media Evaluation
o Continue execution of partnerships
o Continue activation at key statewide sponsorships as applicable
o Multiple methods o Facilitate/ support direct dialogue o Joint event planning and outreach
o Ramp up activities to reach small business owners and provide direct link to Exchange
o Execute partnerships, conferences/events
o Develop of short SHOP-related podcasts or a Webinar
o Develop short video testimonials about positive SHOP experiences
o Open enrollment media announcement – possibly including event
o Niche outlet outreach
o Build story bank of real people
o Ongoing rapid response media assistance
o Announcement or op-ed on the benefits of the Exchange
o Develop a feature that engages target audiences, such as a blog or a social media channel takeover – where users can ask questions about the enrollment process
o Push out relevant content
o Ongoing monitoring and adjusting tactics as necessary
Key Marketing Components – Phase 5
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Grassroots/ Partnerships
Small Business Earned media Social media Evaluation
o Continue execution of partnerships
o Facilitate/ support direct dialogue o Joint event planning and outreach
o Execute partnerships, conferences/events
o First year anniversary of the Exchange media announcement
o Proactive outreach such as media announcement, op-ed placement, drop-in article etc.
o Niche outlet outreach
o Ongoing rapid response media assistance
o Develop an infographic to share data from the first year of the Exchange
o Continue to engage target audiences through social media channels
o Ongoing monitoring and adjusting tactics as necessary
