Outreach and Communications Advisory Group October 10, 2012

1. Outreach and Communications Advisory Group October 10, 2012

2. Agenda • Updates • Introduction to Branding Video • Discussion of research about Exchange branding • Small group breakouts • Discussion of next steps • Schedule of future meetings

3. Updates Update from September meeting Staffing User Interface feedback Marketing RFI Navigator program hiring

4. Introduction to Branding What is a brand?

5. 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

6. Exchange Brands

7. 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

8. 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.

9. Brand Attributes

10. Feelings the Exchange Could Convey

11. 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.

12. 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.

13. 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

14. 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

15. 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

16. 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

17. Next Steps Review of potential names and logo options Next meeting: Tentatively scheduled for October 31, 10:30 am

18. THANK YOU @COHBE