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PR plan to market CA health care exchanges

PR plan to market CA health care exchanges

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Published by Lachlan Markay

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Published by: Lachlan Markay on Sep 18, 2012
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10/25/2012

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California Statewide Marketing, Outreach & Education Program: Final Phase I and II Work Plan | June 26, 2012Page i of iii
 
Phase I and IIStatewide Marketing, Outreach & Education ProgramFinal Design Options, Recommendations and Work Plan for the
California Health Benefits Marketplace
 
sponsored by 
California Health Benefit Exchange,Department of Health Care Services and theManaged Risk Medical Insurance Board
 June 26, 2012
Ogilvy Public RelationsRichard Heath and AssociatesOgilvy & MatherMeringCarsonRunyon, Saltzman &EinhornHill & Company CommunicationsImprenta CommunicationsNORC at the University of Chicago
 
 
California Statewide Marketing, Outreach & Education Program: Final Phase I and II Work Plan | June 26, 2012Page ii of iii
California Health Benefit Marketplace
Statewide Marketing, Outreach & Education Program Work PlanTABLE OF CONTENTSExecutive Summary .................................................................................................... 1
 Guiding Principles ........................................................................................................ 1-2Situation Analysis and Plan Overview .......................................................................... 2-5Competitive/Other State Exchange Activity ................................................................ 5-6Overall Goal and Business Ambition ............................................................................... 6Marketing Objective .................................................................................................... 6-7Communication Objectives ............................................................................................. 7Target Audiences ....................................................................................................... 7-12Other Challenges and Considerations ..................................................................... 12-14
Overarching Strategies ............................................................................................. 14
 
Marketing Strategies ........................................................................................... 14-16
 
Communication Strategies ........................................................................................ 16Phase Descriptions
.....................................................................................................
17-20
 
Phase I – Build Out .................................................................................................. 21
Research ............................................................................................................... 22-27Measurement and Evaluation .............................................................................. 27-30Market Brand Architecture Chart ............................................................................. 31Paid Media ............................................................................................................ 32-49Message and Creative Development ................................................................... 49-51Materials Development: Outreach and Education ................................................... 52Coordinating with Government Agencies ............................................................ 52-54Coordinating with California’s Education System ...................................................... 55Partnerships .......................................................................................................... 55-63Media Relations .................................................................................................... 63-67Events and Festivals ............................................................................................. 67-69Multi-cultural Planning ............................................................................................. 69Latinos – A Critical Target .............................................................................. 69-78Reaching African American Targets ............................................................... 78-84Reaching Asian Pacific Islander Targets ........................................................ 84-90Native Americans and Indian Health Centers ................................................ 90-91Social Media ........................................................................................................ 91-96
Phase II – Consumer Outreach and Education .......................................................... 97
Paid Media ................................................................................................................. 97Media Relations .................................................................................................... 97-98Partnerships .............................................................................................................. 98Events and Festivals .................................................................................................. 99
 
 
California Statewide Marketing, Outreach & Education Program: Final Phase I and II Work Plan | June 26, 2012Page iii of iii
Specific Latino Outreach ..................................................................................... 99-100Specific African American Outreach ................................................................. 100-101Specific Asian Pacific Islander Outreach ........................................................... 101-102Specific Native American Outreach ......................................................................... 102
Phase III – Get Ready, Get Set, Enroll! .................................................................... 103
Paid Media ............................................................................................................... 103Earned Media and Events ................................................................................. 103-104Storytelling for Earned Media .......................................................................... 104-105Earned Media and Partnerships for Multi-cultural and College Students ........ 105-107
Phase IV & VI – Retention, Reinforcement and Special Enrollment .......................... 107
Paid Media ............................................................................................................... 107Earned Media ........................................................................................................... 108Social Media ............................................................................................................ 108Ongoing Partnership Outreach ........................................................................ 108-109Events ...................................................................................................................... 109
Phase V & VII – Get Ready, Get Set, Enroll! ............................................................ 109
Paid Media ............................................................................................................... 109Earned Media and Events ........................................................................................ 109Partnerships and Community Outreach ........................................................... 109-110
Budget Narrative Phases I and II .......................................................................111-113
Level 1, Level 2 and Level 3 Options ....................................................................... 114
Appendices ............................................................................................................ 115
Appendix I – Competitive and Other State Exchange ...................................... 115-119Appendix II – Media Plan Explanation .............................................................. 120-123Appendix III – Product Strategies ............................................................................ 124

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