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Branding Strategy for DC Health Benefit Exchange: Engaging Diverse Communities

This document outlines the creative process for the branding of the DC Health Benefit Exchange, initiated on May 28, 2013. It includes a review of existing data, conversations with board members and agency heads, and the development of creative concepts. Focus groups comprising small business owners and various demographics, including Latinos, young invincibles, and African Americans, were conducted to gather insights. The branding emphasizes the name "DC Health Link" with the tagline "Get the facts. Get covered." to promote health insurance enrollment among diverse communities.

brett-stevenson
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Branding Strategy for DC Health Benefit Exchange: Engaging Diverse Communities

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  1. DC Health Benefit Exchange Branding May 28, 2013

  2. Creative Process • Review of existing data and reports • Conversations with board members including agency heads • Creative development • Focus groups • Review with agency leads

  3. Research Focus Groups • Small business owners (3-10 employees) – mix of those who do not offer coverage and those who do • Small business owners (11-50 employees) – mix of those who do not offer coverage and those who do • Low-to-moderate income (200-400% FPL) Latinos, ages 18-64 – mix of uninsured and those who buy private insurance • Young invincibles (ages 18-35), low-to-moderate income individuals (200-400% FPL) – mix of uninsured and those who buy private insurance • Lower-income (200-300% FPL) African Americans ages 18-64 – mix of uninsured and those why buy private insurance • Moderate income (300%+ FPL) African Americans ages 18-64 – mix of uninsured and those why buy private insurance

  4. Name DC Health Link

  5. Name with Tagline DC Health Link Get the facts. Get covered.

  6. Logo

  7. DC Health Benefit Exchange Branding May 28, 2013

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