Communication and Outreach: Campaign Overview

Website Analytics

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

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.

Mass Media Campaign

Media Plan Overview

Emphasis on:

• Young Invincibles

• Kent and Sussex Counties

Traditional Media Outlets

• Television (Cable and Network)

• Radio (English/Spanish)

• Billboards

• Print ads (English/Spanish)

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

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

Grassroots Outreach & Social Media

Enroll-A-Thon Events

•Community Collegeso Delaware Tech o Wilmington University

•Delaware Public Schools

•Dover Mall

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

Concert Ticket Contest—Firefly

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

Collateral Materials

The people who have benefited…

Thank you!