communication and outreach: campaign overview. website analytics
TRANSCRIPT
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Communication and Outreach: Campaign Overview
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Website Analytics
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Clicks from ChooseHealthDE.com to 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.
ChooseHealthDE.com
Healthcare.gov
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Total Traffic to ChooseHealthDE.com
• When paid media and search media campaigns ran, traffic to ChooseHealthDE.com increased significantly.o From July 2013 to January 2104, paid media drove 42% of all traffic to the site.o From July 2013 to January 2104, paid search drove 11% of all traffic to the site.
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Mass Media Campaign
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Media Plan Overview
Emphasis on:
• Young Invincibles
• Kent and Sussex Counties
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Traditional Media Outlets
• Television (Cable and Network)
• Radio (English/Spanish)
• Billboards
• Print ads (English/Spanish)
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Non-traditional Media Tactics
•Door hangers (English/Spanish)o Households with residents
between the ages of 18-34 in Kent and Sussex Counties
o Total number of households: 88,603
•Movie theatreso Locations: New Castle, Kent,
Sussex Counties
Door hanger
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Digital Media Tactics
•Search (Google and Bing)
•Facebook (Promoted posts)
•Twitter (Promoted posts)
•YouTube
•Yahoo Sports
•Hulu
•Streaming Radio (Pandora and iheartradio)
•Refuel (video gaming)
Facebook—Promoted post
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Grassroots Outreach & Social Media
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Enroll-A-Thon Events
•Community Collegeso Delaware Tech o Wilmington University
•Delaware Public Schools
•Dover Mall
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Social Media Tactics
•Enroll-A-Thon Photo Booth
•‘Man on the Street’ Interviews
•Concert Ticket Contestso Fireflyo Delaware State Fair/Lady Antebellumo Looking for concert in Wilmington/Philadelphia
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Concert Ticket Contest—Firefly
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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
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Collateral Materials
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The people who have benefited…
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Thank you!