1. Communications & Events Update, 9-15-14

2. Communications & Events Planning • It’s Happening! • Proactive vs. Reactive • Focused messaging • Focused teams • Focused components

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

4. 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)

5. 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

6. 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 Football Nov 18 – Don’t Be A Turkey About Health (students, Thanksgiving break) Dec 1 – One Thing to Remember in December Dec 2 – Post “Black Friday”/“Cyber Monday” enrollment pitch Dec 8 – #Cover Yourself launch Dec 16 – Enroll Bowl launch Dec 26 – Healthy New Year’s Resolution Jan 18 – Rock Enroll Marathon (P.F. Chang’s Rock n Roll Marathon) Jan 28 – Enroll Bowl Champions Announced Feb 1 – Final Stretch (Multiple options)

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

8. Simplified, reduced navigation: “What Matters,” “Events,” “About,” “Get Help” Single “billboard” with four key messages built in Consumer-focused CTA “Real People” stories of coverage success

9. Customer consumer sidebar for all consumer pages: Cover AZ Connector and Calculator Consumer-focused news, info, tools Consumer-focused footer

10. 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 success Jon Ford: jon.ford@slhi.org or 480-650-8997