Wells Fargo 2008 Annual Benefits Enrollment Marketing Strategy February 27, 2008 Brooke Kamps Gretchen Lennon Heather Wales

2 Wells Fargo Overview Demographics  150,000 benefit-eligible team members  137,000 enrolled in medical coverage  292,000 total covered lives  Team members in every state, most west of Mississippi River 21 Medical Plan Options  National PPO & HSA HDHP - UnitedHealthcare  BCBS PPO in five states - AK, TX, NE, WI, MI  National CDHP - Definity  HMOs in many locations - Kaiser & Health Net in CA  EPP in 25 states - CIGNA Team Member Choice  All team members - national PPO, CDHP and HSA HDHP  Majority of team members - HMO or EPO options + PPO and CDHP  CA team members – seven medical plan options to consider

3 Changes for 2008 Team members had a lot to consider... Medical  Eliminated five medical plan options in nine states  Health Net replaced PacifiCare in CA  Expanded CIGNA EPP  New high deductible health plan with health savings account  Other changes, e.g. increased ER copay to $100 for most options  Rates Dental  New Delta Dental option with richer benefits  Enhancements to both Delta Dental options Long Term Care (LTC)  Current participants - buy-up opportunity without proof of good health  New participants - open enrollment without proof of good health

4 Marketing Objectives Team members will be engaged if they……….. Know the basics  When annual benefits enrollment begins & ends  What you need to do, if anything  Where to find online tools, e.g. plan comparison tool, provider directory, etc.  How to get started + detailed instructions on how to enroll Know the details  What’s new for 2008  What changes apply to everyone or plans available to everyone  What changes are happening in their state or to their plan(s) Understand and value Wells Fargo’s benefits  Variety of marketing materials – print, online & in person  High degree of customization  Materials that are easy to read, web site easy to navigate, access to meetings Beyond annual enrollment - connect benefits with wellness and well being  Enrolling in benefits is just the start  Shared responsibility – team member, dependents & Wells Fargo  Materials included preventive care information & wellness messaging

5 Marketing Inventory Group Benefits, Team Member Marketing & HR Systems joint effort Print  Personalized enrollment guides – all team members  Subject specific letters to targeted audiences – 10 letters  Benefit meeting posters – customized meeting information Online  Teamworks Annual Benefits Enrollment website – at work & at home  15 Teamworks center image promotion images  45 different messages – general, targeted & personalized  Online confirmation statements  8 virtual benefit meetings – 3,200 attendees  1 recorded session – 500 attendees In Person Meetings  41 meetings - 13,000 attendees

6 Marketing Materials Marketing Campaign Consistencies  From Head to Toe We’ve Got You Covered theme  No stock photos  Uplifting wellness messages  Easy-to-read and straightforward Personalized Guides  General information & state specific changes  Personalized information 2007 – current elections, rates, covered dependents 2008 – available options & rates individualized plan comparison charts

7 Personalized Annual Benefits Enrollment Guide

8 Plan Comparison Chart Highlights  One page summary of most frequently used benefits  Print – personalized guide contains plans available to you  Online – all comparison charts available, sorted by state  Consumer focused – changed from plan pays to you pay format  Additional features plan phone number & web site for additional information 24-hour nurse line phone number health management programs – aka disease management programs health risk assessment URL highlights section to promote miscellaneous features

9 Plan Comparison Chart – Health Net CA

10 Team Member Engagement Results Were team members engaged?  27,431 team members changed plans from 2007 to 2008, including either to or from waiving coverage  The largest net increase was to CIGNA, with a gain of 2,787 team members  The largest net decrease was from HMO's, with a loss of 795 team members  9,945 team members switched from one HMO to another HMO (due primarily to elimination of PacifiCare)  Enrollment increased by 3,645 team members  Enrollment increased from 82% to 84% of eligible team members

11 What we learned Final thoughts………  Annual Benefits Enrollment is a marketing campaign based on our culture our objectives Wells Fargo demographics, number of plans and choices what’s new, what’s changing expertise of Team Member Marketing, Group Benefits & HR Systems formal feedback from team members  Team members like communication variety – print, online & in person  In person meetings – appreciated + great feedback opportunity  Online meetings popular – more state specific, more promotion  Personalized materials – keep raising the bar  Too many team members still wait until the last few days to enroll

12 Questions? Thank you.