Wells Fargo 2008 Annual Benefits Enrollment Marketing Strategy February 27, 2008 Brooke Kamps Gretchen Lennon Heather Wales.

Wells Fargo 2008Annual Benefits EnrollmentMarketing Strategy

February 27, 2008

Brooke KampsGretchen LennonHeather Wales

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Wells Fargo Overview

Demographics 150,000 benefit-eligible team members 137,000 enrolled in medical coverage 292,000 total covered lives Team members in every state, most west of Mississippi River

21 Medical Plan Options National PPO & HSA HDHP - UnitedHealthcare BCBS PPO in five states - AK, TX, NE, WI, MI National CDHP - Definity HMOs in many locations - Kaiser & Health Net in CA EPP in 25 states - CIGNA

Team Member Choice All team members - national PPO, CDHP and HSA HDHP Majority of team members - HMO or EPO options + PPO and CDHP CA team members – seven medical plan options to consider

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Changes for 2008

Team members had a lot to consider . . .

Medical Eliminated five medical plan options in nine states Health Net replaced PacifiCare in CA Expanded CIGNA EPP New high deductible health plan with health savings account Other changes, e.g. increased ER copay to $100 for most options Rates

Dental New Delta Dental option with richer benefits Enhancements to both Delta Dental options

Long Term Care (LTC) Current participants - buy-up opportunity without proof of good health New participants - open enrollment without proof of good health

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Marketing Objectives

Team members will be engaged if they………..

Know the basics When annual benefits enrollment begins & ends What you need to do, if anything Where to find online tools, e.g. plan comparison tool, provider directory, etc. How to get started + detailed instructions on how to enroll

Know the details What’s new for 2008 What changes apply to everyone or plans available to everyone What changes are happening in their state or to their plan(s)

Understand and value Wells Fargo’s benefits Variety of marketing materials – print, online & in person High degree of customization Materials that are easy to read, web site easy to navigate, access to meetings

Beyond annual enrollment - connect benefits with wellness and well being Enrolling in benefits is just the start Shared responsibility – team member, dependents & Wells Fargo Materials included preventive care information & wellness messaging

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Marketing Inventory

Group Benefits, Team Member Marketing & HR Systems joint effort

Print Personalized enrollment guides – all team members Subject specific letters to targeted audiences – 10 letters Benefit meeting posters – customized meeting information

Online Teamworks Annual Benefits Enrollment website – at work & at home 15 Teamworks center image promotion images 45 different e-mail messages – general, targeted & personalized Online confirmation statements 8 virtual benefit meetings – 3,200 attendees 1 recorded session – 500 attendees

In Person Meetings 41 meetings - 13,000 attendees

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Marketing Materials

Marketing Campaign Consistencies From Head to Toe We’ve Got You Covered theme No stock photos Uplifting wellness messages Easy-to-read and straightforward

Personalized Guides General information & state specific changes Personalized information

• 2007 – current elections, rates, covered dependents• 2008 – available options & rates• individualized plan comparison charts

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Personalized Annual Benefits Enrollment Guide

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Plan Comparison Chart Highlights

One page summary of most frequently used benefits

Print – personalized guide contains plans available to you

Online – all comparison charts available, sorted by state

Consumer focused – changed from plan pays to you pay format

Additional features

• plan phone number & web site for additional information

• 24-hour nurse line phone number

• health management programs – aka disease management programs

• health risk assessment URL

• highlights section to promote miscellaneous features

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Plan Comparison Chart – Health Net CA

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Team Member Engagement Results

Were team members engaged?

27,431 team members changed plans from 2007 to 2008, including either to or from waiving coverage

The largest net increase was to CIGNA, with a gain of 2,787 team members

The largest net decrease was from HMO's, with a loss of 795 team members

9,945 team members switched from one HMO to another HMO (due primarily to elimination of PacifiCare)

Enrollment increased by 3,645 team members

Enrollment increased from 82% to 84% of eligible team members

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What we learned

Final thoughts………

Annual Benefits Enrollment is a marketing campaign based on• our culture• our objectives• Wells Fargo demographics, number of plans and choices• what’s new, what’s changing• expertise of Team Member Marketing, Group Benefits & HR Systems• formal feedback from team members

Team members like communication variety – print, online & in person In person meetings – appreciated + great feedback opportunity Online meetings popular – more state specific, more promotion Personalized materials – keep raising the bar Too many team members still wait until the last few days to enroll

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Questions?

Thank you.