Communications & Events

Update, 9-15-14

Communications & Events Planning

• It’s Happening!• Proactive vs. Reactive• Focused messaging• Focused teams• Focused components

Messaging

• Core messages:1. Financial Assistance (It’s affordable, 8 of 10 got assistance)2. Enrollment Assistance (It’s personal, we can help)3. The Deadline (It’s the law, the “real” fine)4. Enrollment deadline (It’s now, we’re ready)

Teams

• Writing – op-eds, talking points, letters to editor, social media posts, etc. (Mike Saucier lead, 5 members)• Pitching – TV, radio, print pitching (Dave Cieslak lead, 5 members)• Logistics – for pre-, during- and post-event coordination (Mike Saucier

lead, 3 members)• People/Stories – to develop Storybank, video testimonials (Leader

TBD)

Components

• Earned Media• Pressers and Events

• Three shots (beginning, middle, end)• Targeted (e.g. community college campuses, calendar opportunities)

• Social Media• Facebook, Twitter

• Continuously refreshing takes leading up to and throughout the enrollment period• Hashtags, video, topical messaging

• Paid Media• Expand on low-cost options that ‘worked’

• Dependent on developing funding sources, pooled monies

Timing/Options in Development

Oct 15 – One month Until Kickoff/This is how we enroll (appointment Connector)Nov 11 – Phoenix presser (Kickoff)Nov 12 – Tucson presser (Kickoff)Nov 16 – It’s All About Great Coverage/Cardinals FootballNov 18 – Don’t Be A Turkey About Health (students, Thanksgiving break)Dec 1 – One Thing to Remember in DecemberDec 2 – Post “Black Friday”/“Cyber Monday” enrollment pitchDec 8 – #Cover Yourself launchDec 16 – Enroll Bowl launchDec 26 – Healthy New Year’s ResolutionJan 18 – Rock Enroll Marathon (P.F. Chang’s Rock n Roll Marathon)Jan 28 – Enroll Bowl Champions AnnouncedFeb 1 – Final Stretch (Multiple options)

Website

• Coveraz.org transformation to consumer engagement and action• Assister-focused content moved “underneath”

consumer information

Simplified, reduced navigation: “What Matters,” “Events,” “About,” “Get Help”

Single “billboard” with four key messages built in

“Real People” stories of coverage success

Consumer-focused CTA

Customer consumer sidebar for all consumer pages: Cover AZ Connector and Calculator

Consumer-focused news, info, tools

Consumer-focused footer

What about you? Join. Share. Collaborate.• Join• The Cover Arizona Communications and Events Committee

• Contact: Debbie Sale at debbie.sale@slhi.org or 602-385-6500

• Share• Events @ coveraz.org/events• Appointment availability via the Cover AZ Connector – coming soon

• Collaborate• Tell us what you learned last time, how you’re working this time, and how the

Coalition can support, partner and build successJon Ford: jon.ford@slhi.org or 480-650-8997