Marketing/Outreach Budget - Connect for Health Colorado€¦ · Marketing/Outreach Budget June 5 2014 . 2 2 Goals •Increase brand awareness statewide •Drive enrollments (targeted

Marketing/Outreach Budget June 5 2014

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Goals

• Increase brand awareness statewide

• Drive enrollments (targeted outreach to eligible customers)

• Implement effective customer retention campaign

• Increase accurate understanding of Marketplace

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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

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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 in-

person support

o Supported even distribution of enrollments across all counties

o Cost per acquisition within efficient benchmarks

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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

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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

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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

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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

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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

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FY 2015 Budget Detail

Quarterly Totals Q1 Q2 Q3 Q4 Total

Market Research 0 $50,000 0 0 $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

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Budget category: market research

• Estimated at $50,000

• Statewide awareness survey

• Market data for targeted campaigns o Mobile

o Direct Mail

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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

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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

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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

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Budget category: Consulting Services

• Estimated at $142,000

• Specialized outreach efforts for target audiences

• Support for media requests

• Earned media campaigns