2019 Public Relations Bidders’ Conference Roy Kennedy, Acting Deputy Director of Communications and Public Relations March 20, 2019

Bidders’ Conference Agenda Welcome Who you’ll hear from today Q&A timeline RFP key dates Resources page for bidders

Executive Director of Covered California Peter V. Lee Peter Lee oversees all aspects of the largest state-run individual marketplace in the nation since its inception in 2011. Under his leadership, Covered California has created a competitive marketplace that has held premium increases in check, expanded coverage, given consumers tools to make better choices and created a platform to address health care cost and quality.

Marketing Matters http://hbex.coveredca.com/data-research/library/CoveredCA_Marketing_Matters_9-17.pdf

Outreach and Marketing Matters in California: Achieving a Healthier Risk Mix and Lower Premiums Outreach and marketing efforts reflect a range of evidence-based activities including paid advertising/marketing, funding a community navigator program, supporting certified agents and promotion through earned media. The $107.4 million spend is about one-third of Covered California’s budget and reflects about 1.1 percent of on-exchange premium revenue. Covered California’s 2018-19 Outreach and Marketing Investments $107M (out of total $340M budget)

Director of Communications and Public Relations Amy Palmer Director of Communications and Public Relations

Questions for Bidders Bus tour during open enrollment — hard work, labor and resource intensive, yet it generates consistent coverage every year. Should we continue it? Change it up? Move on and create other localized, highly visual events?   News audiences are shrinking, but successful government public relations still requires reaching broad audiences. How should Covered California reach large audiences on digital platforms in 2019 and beyond?  Is there such a thing as “earned digital” where good content moves the needle? Or is it essential to put money behind digital PR programs (ie, promoted posts, targeting, etc.) We’d like your recommendations — what we should do, and how we will know if it’s working.   What’s the right balance of “spend” on the two above (earned media vs. digital media) to achieve maximum impact?

Next steps

Thank You!