communications & events update, 9-15-14. communications & events planning it’s happening!...
TRANSCRIPT
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Communications & Events
Update, 9-15-14
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Communications & Events Planning
• It’s Happening!• Proactive vs. Reactive• Focused messaging• Focused teams• Focused components
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Messaging
• Core messages:1. Financial Assistance (It’s affordable, 8 of 10 got assistance)2. Enrollment Assistance (It’s personal, we can help)3. The Deadline (It’s the law, the “real” fine)4. Enrollment deadline (It’s now, we’re ready)
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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)
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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
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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 FootballNov 18 – Don’t Be A Turkey About Health (students, Thanksgiving break)Dec 1 – One Thing to Remember in DecemberDec 2 – Post “Black Friday”/“Cyber Monday” enrollment pitchDec 8 – #Cover Yourself launchDec 16 – Enroll Bowl launchDec 26 – Healthy New Year’s ResolutionJan 18 – Rock Enroll Marathon (P.F. Chang’s Rock n Roll Marathon)Jan 28 – Enroll Bowl Champions AnnouncedFeb 1 – Final Stretch (Multiple options)
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Website
• Coveraz.org transformation to consumer engagement and action• Assister-focused content moved “underneath”
consumer information
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Simplified, reduced navigation: “What Matters,” “Events,” “About,” “Get Help”
Single “billboard” with four key messages built in
“Real People” stories of coverage success
Consumer-focused CTA
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Customer consumer sidebar for all consumer pages: Cover AZ Connector and Calculator
Consumer-focused news, info, tools
Consumer-focused footer
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What about you? Join. Share. Collaborate.• Join• The Cover Arizona Communications and Events Committee
• Contact: Debbie Sale at [email protected] 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 successJon Ford: [email protected] or 480-650-8997