Communications & Outreach 1
Danielle Davis, Director Communications and Outreach
Earned Media Media Relations Dedicated MHBE Press Office Stakeholder Relations Press Releases/Announcements Collaboration with State Agencies and Partners Media coverage monitoring and analysis 4
Earned Media
Digital Marketing Search Engine Marketing (SEM) Paid advertising campaign that will reinforce Maryland Health Connection’s core messages Presented in traditional, social and online media and drive uninsured consumers to MarylandHealthConnection.gov to learn more and enroll in health insurance plans Ads will drive to various landing pages on MarylandHealthConnection.gov 6
Digital Marketing Search Engine Optimization Redesigned website launching Oct. 1 based on search engine optimization best practices and principles to help ensure MarylandHealthConnection.gov’s visibility to and credibility with search engines SEO will play a crucial and critical role in driving organic traffic from uninsured Marylanders to the website Primary and secondary keywords have been identified on the site and targeted based on the competitiveness of the term and the relevance of the content on the page SEO best practices and keyword research analysis were considered in the development of the website information architecture and content Meta data, such as page titles and descriptions, are assigned to each page and integrated into the page content to improve credibility 7
Social Media Social Engagement Social platforms launched: July 2013 Facebook, Twitter, YouTube: /MarylandConnect Engage with consumers, small businesses, stakeholders and opinion leaders Provide information, answer questions, event details and enrollment details Promotion of Connector Entities and community events 8
Social Media Facebook www.facebook.com/MarylandConnect Main consumer engagement channel Comments and discussion Graphics Videos Sept: 253 “Likes” Response protocols, community engagement 9
Social Media Twitter www.twitter.com/MarylandConnect Real-time social channel Engagement with network of partners and influencers Retweeting content from others Sept: 258 “followers” 10
Social Media YouTube www.youtube.com/MarylandConnect Video repository Dedicated channel Behind the scenes footage 11
Outreach Outreach Events: – Nonprofits – Faith-based groups – State agencies – Insurance industry Connector Entities Speaking Engagements Town Halls Outreach Events 12
Outreach August Outreach Governor's Ethnic Commissions for the State of Maryland Annual Markets and Payers Marketing Strategies Conference Healthcare Payments and Policy Conference Summit on Health Insurance Exchanges Health Benefit Exchange Information Session Enrollment Information for Small Business Event Maryland Governor's Commission on Caribbean Affairs Congresswoman Donna F. Edwards's District Event Alliance for Health Reform Maryland Association of Counties (MACo) Maryland Medical Group Managers Association Howard County Human Resources Society Governor's Commission on Asian Pacific American Affairs Montgomery County Chamber of Commerce Empowerment Temple/ AFRO MedStar HealthCare System Maryland Association of CPAs Maryland State Health Insurance Assistance Program (SHIP) Meeting Women’s Equality Day Luncheon hosted by Rep. Steny Hoyer Baltimore Chapter of the Society of Financial Service Professionals University of Maryland Medical Systems Leadership Meeting 13
Outreach Small Business Regional Workshops Series of Workshops in Six Regions (2 per Region) October 23 through November 7 Partners: – State trade associations – Maryland Chamber of Commerce & Local Chambers of Commerce Education Forums – Small Business Owners – SHOP – Q&A 14
Outreach Small Business Regional Workshops: Schedule Date/Time Location Oct. 23 @ 8:30 am Ten Oaks Ballroom Oct. 23 @ 1:30 pm Washington Co. Health Dept. Oct. 29 @ 8:30 am UMBC Tech Center Oct. 29 @ 10:30 am UMBC Tech Center Oct. 30 @ 9:30 am Charles Co. Library Oct. 30 @ 11:30 am Charles Co. Library Nov. 5 @ 8:30 am Cecil Co. Health Dept. Nov. 5 @ 1:30 pm Chesapeake College Nov. 7 @ 8:30 am Wor-Wic Community College Nov. 7 @ 10:30 am Wor-Wic Community College 15
Partnerships Goals: – Reach consumers where they shop to connect and share information – Provide partnerships that connector entities can leverage statewide in their outreach efforts Partners: – Retail: Giant, CVS, Safeway – Motor Vehicle Administration – Lifestyle: Fitness Centers – Other: Nonprofits, Community Colleges, others 16
Giant Food Partnership Overview Statewide in 100 Stores/ Pharmacies Consumer Education – RX Bag Stuffers – Signage on Pharmacy Counters – Flyer In-Store Radio Public Service Announcement Education Events ** Navigators/Assisters** – Community Room (in select stores) – Front of Store (Saturday/Sunday mornings) 18
CVS Partnership Overview Statewide Partnership in 170 stores Health Insurance Information Center Project Health Days (Capital Region) Statewide “Maryland Health Connection Enrollment” Days: – October 12 – November 16 – December 14 – January 11 – February 8 – March 8 19
Safeway Partnership Overview Statewide in 68 Stores/ Pharmacies Consumer Education – Posters in stores/pharmacies – Flyer/literature In-Store Radio Public Service Announcement Education Events ** Navigators/Assisters** – Front of Store (Saturday/Sunday mornings) 20
Paid Media Campaign Campaign Overview Phases: – Education & Awareness: September 2013 – Open Enrollment: October 2013- March 2014 – Continuation.Medicaid: April-September 2014 – Open Enrollment: October-December 2014 Statewide Campaign: – Alignment with Connector Regions – “Air Cover” campaign Mixed media: – Television – Radio – Out of Home – Print – Digital Considerations: – Multiple distinct media markets – Geo-targeting – Audience Diversity – Cost efficiency 22
Paid Media Campaign Initial Phase Schedule Cable and Broadcast TV: Sep 4 Radio: Sep 4 Print: Sep 9 Digital: Sep 4 Billboards: Sep 30 Buses/Transit/Transit Shelters: Sep 30 Transit/Metro Interiors & Kiosks: Sep 30 Cinema: Nov 8 23
Television
MEDIA STRATEGY PRINT
MEDIA STRATEGY PRINT
MEDIA STRATEGY TRANSIT
MEDIA STRATEGY TRANSIT PLATFORMS / KIOSKS
MEDIA STRATEGY BILLBOARDS
MEDIA STRATEGY BILLBOARDS
MEDIA STRATEGY BILLBOARDS
MEDIA STRATEGY DIGITAL
MEDIA STRATEGY DIGITAL
MEDIA STRATEGY DIGITAL
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