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Communication and Outreach: Campaign Overview

This campaign overview highlights the website analytics, traffic data, media plan, digital media tactics, grassroots outreach, social media tactics, and collateral materials used in the ChooseHealthDE.com communication and outreach campaign.

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Communication and Outreach: Campaign Overview

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  1. Communication and Outreach: Campaign Overview

  2. Website Analytics

  3. Clicks from ChooseHealthDE.com to Healthcare.gov ChooseHealthDE.com Healthcare.gov There were 28,177 clicks from ChooseHealthDE.com to Healthcare.gov and 5,281 (19%) of those were from visitors driven to the site from interactive media placements.

  4. Total Traffic to ChooseHealthDE.com • When paid media and search media campaigns ran, traffic to ChooseHealthDE.com increased significantly. • From July 2013 to January 2104, paid media drove 42% of all traffic to the site. • From July 2013 to January 2104, paid search drove 11% of all traffic to the site.

  5. Mass Media Campaign

  6. Media Plan Overview Emphasis on: • Young Invincibles • Kent and Sussex Counties

  7. Traditional Media Outlets • Television (Cable and Network) • Radio (English/Spanish) • Billboards • Print ads (English/Spanish)

  8. Non-traditional Media Tactics • Door hangers (English/Spanish) • Households with residents between the ages of 18-34 in Kent and Sussex Counties • Total number of households: 88,603 • Movie theatres • Locations: New Castle, Kent, Sussex Counties Door hanger

  9. Digital Media Tactics Facebook—Promoted post • Search (Google and Bing) • Facebook (Promoted posts) • Twitter (Promoted posts) • YouTube • Yahoo Sports • Hulu • Streaming Radio (Pandora and iheartradio) • Refuel (video gaming)

  10. Grassroots Outreach & Social Media

  11. Enroll-A-Thon Events • Community Colleges • Delaware Tech • Wilmington University • Delaware Public Schools • Dover Mall

  12. Social Media Tactics • Enroll-A-Thon Photo Booth • ‘Man on the Street’ Interviews • Concert Ticket Contests • Firefly • Delaware State Fair/Lady Antebellum • Looking for concert in Wilmington/Philadelphia

  13. Concert Ticket Contest—Firefly

  14. Concert Ticket Contest—Firefly Results to date: 517 new Facebook fans 492 contest entries 135 meme ‘likes’ 197 meme shares 67 people who entered do not have health insurance

  15. Collateral Materials

  16. The people who have benefited…

  17. Thank you!

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