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Outreach and Communications Advisory GroupOctober 10, 2012

Agenda

• Updates

• Introduction to Branding Video

• Discussion of research about Exchange branding

• Small group breakouts

• Discussion of next steps

• Schedule of future meetings

Updates

Update from September meeting

Staffing

User Interface feedback

Marketing RFI

Navigator program hiring

Introduction to Branding

What is a brand?

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Goal of Discussion

• Gain an understanding of research done across the country about naming Exchanges

• Obtain feedback about current name and other Exchange brands

• Create best description of what our Exchange represents

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Exchange Brands

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Common Themes among State Exchanges

• Convenient, “one-stop” shopping• State-based coverage (Built by Colorado for

Coloradans)• Transparency: ability to make “apples-to-apples”

comparison• Find the most affordable option• Utilizing personal stories, featuring local residents

in scrolling photo sections on their homepages or highlighting how they will benefit from the Exchange

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Emerging Trends with State Exchanges

• Many state exchanges are offering text updates and have become active on social media, including accounts on Twitter, Facebook and YouTube.

• Exchanges are publishing FAQs, branded handouts and implementation timelines to help consumers navigate changes and understand how ACA will impact their states – some websites have even published countdown clocks.

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Brand Attributes

Trustworthy User-friendly Transparent

Choice Comparisons Affordable

Innovative Simple

Feelings the Exchange Could Convey

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Confidence Trust

Security Comfort

Satisfaction Safety

Happy Knowledgeable

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Common Messaging

• The Right Fit: [Exchange] wants to help you find the health insurance plan that is right for you.

• Marketplace: A website where you can compare different health insurance plans and choose the one you like.

• Help: [Exchange] provides easy to follow online guides, help forums and phone and online access to real people who can walk you through the entire process.

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Common Messaging (continued)

• More Choices: Small businesses can offer employees multiple plans to choose from, so they can get the health insurance plan that best fits their needs.

• Simplicity: One central place to easily compare the different plans and options.

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What We Have Learned

• “Exchange” tests poorly• People value and prioritize help• “Health plans” is better than “healthcare” or

“health”• Choice is valued• Affordability is always top of mind– For lower-income audiences “low cost or free”

tests the best

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Analysis

• Existing brands in this space cover a broad range• A brand’s tone is often determined by its audience

(statewide audience, private insurance purchasers, Medicaid-eligible)

• Brands can be hurt by appearing overly professional (i.e., cold) or too casual (i.e., low quality)

• Successful brands are readily recognizable and can be applied across mediums

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Small Group Breakouts

Discuss:

– Feedback on current name and logo– A phrase that best describes the work of our

Exchange– The top five attributes of our Exchange– Feedback on the Oregon and Maryland exchanges’

branding efforts

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Results

– Feedback on current name and logo

– A phrase that best describes the work of our Exchange

– The top five attributes of our Exchange

– Feedback on the Oregon and Maryland exchanges’ branding efforts

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Next Steps

Review of potential names and logo options

Next meeting: Tentatively scheduled for October 31, 10:30 am

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THANK YOU

@COHBE