1. 2019 Public Relations Bidders’ Conference
Roy Kennedy, Acting Deputy Director of Communications and Public Relations
March 20, 2019

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

3. 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 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.

4. Marketing Matters

5. 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
Outreach and Marketing Investments
$107M (out of total $340M budget)

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

7. 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?

8. Next steps

9. Thank You!