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Communications & Outreach 1 Danielle Davis, Director - - PowerPoint PPT Presentation
Communications & Outreach 1 Danielle Davis, Director - - PowerPoint PPT Presentation
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
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Media Relations Dedicated MHBE Press Office Stakeholder Relations Press Releases/Announcements Collaboration with State Agencies and Partners Media coverage monitoring and analysis
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Earned Media
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Earned Media
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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 Search Engine Marketing (SEM)
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Digital Marketing
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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
Search Engine Optimization
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Digital Marketing
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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 Social Engagement
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Social Media
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Social Media
Main consumer engagement channel Comments and discussion Graphics Videos Sept: 253 “Likes” Response protocols, community engagement Facebook www.facebook.com/MarylandConnect
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Social Media
Real-time social channel Engagement with network of partners and influencers Retweeting content from others Sept: 258 “followers” Twitter www.twitter.com/MarylandConnect
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Social Media
YouTube www.youtube.com/MarylandConnect Video repository Dedicated channel Behind the scenes footage
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Outreach Events:
– Nonprofits – Faith-based groups – State agencies – Insurance industry
Connector Entities Speaking Engagements Town Halls Outreach Events
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Outreach
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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
August Outreach
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Outreach
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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
Small Business Regional Workshops
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Outreach
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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
Small Business Regional Workshops: Schedule
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Outreach
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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
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Partnerships
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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)
Partnership Overview
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Giant Food
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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
Partnership Overview
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CVS
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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)
Partnership Overview
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Safeway
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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
Campaign Overview
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Paid Media Campaign
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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
Initial Phase Schedule
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Paid Media Campaign
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Television
SLIDE 25 PRINT
MEDIA STRATEGY
SLIDE 26 PRINT
MEDIA STRATEGY
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MEDIA STRATEGY
TRANSIT
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MEDIA STRATEGY
TRANSIT PLATFORMS / KIOSKS
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MEDIA STRATEGY
BILLBOARDS
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MEDIA STRATEGY
BILLBOARDS
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MEDIA STRATEGY
BILLBOARDS
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MEDIA STRATEGY
DIGITAL
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MEDIA STRATEGY
DIGITAL
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