1. 2014 AEP Integrated Marketing Solutions - Acquisition Government Markets

2. Bring the Campaign to Life…. Business Situation Key Business Objectives Key Implementation Components Target Audience Implementation Strategy Budget

3. Business Situation After multiple focus group sessions and competitive intelligence, insights revealed folks loved the notion of being an IBC Medicare Advantage member, but felt our plans were not affordable or attainable. That said, IBC approached the 2014 AEP in a very strategic manner. Segmentation was used to provide relevant messaging at appropriate times, as well as, repetitive key words and phrases reinforced our promise and commitment to our communities. Our goal is to provide affordable and quality healthcare products to all beneficiaries in our service area. 3

4. Key Objectives “Blue” is affordable. Trust, Security, and Quality “Don’t just settle for any plan” 75 year history servicing the Philadelphia area. Personal in-home appointments. One of the largest networks in the area. 4

5. Key Implementation Components Direct mail Postcards Newspaper Retail Partnership Outdoors and Transit Digital Fulfillment DRTV 5

6. Target Audience Medicare eligible’s in the 5 county services are in and around Philadelphia. Counties include: Bucks, Chester, Delaware, Montgomery, and Philadelphia. 6

7. Implementation Strategy Segmentation – right person, right product, right message. Multi-channel effort- Traditional Direct Mail, Other Print Vessels, DRTV, Retail Partnership, Digital, and Fulfillment. All of these provided synergy and consistency in messaging. 7

8. Budget The budget for acquisition totaled. $2,008,000 8

9. Direct Mail 9

10. Touch 1- “Behind You” 10

11. Touch 2- “7 Reasons” 11

12. Touch 3- “Here’s Why” 12

13. Touch 4- “No Excuse” 13

14. Seminar Postcard Series 14

15. Postcard 1 - “Come on Over”

16. Postcard 2- “Hello” 16

17. Postcard 3- “Neighbor” 17

18. Newspapers ROP

19. Newspaper Ad – ‘It Pays” Full page, process color ad in the Philadelphia Inquirer.

20. Retail Partnership 20

21. CVS Free Standing Insert

22. Outdoor/Transit Media 22

23. Bus Signage- Septa 23 Outdoor Headliners, Inside Signage, Bus Shelters

24. Billboards

25. Digital 25

26. Direct Mail Landing Pages

27. Digital Advertising 27

28. Fulfillment Pieces 28

29. Enroll Now

30. DRTV 30

31. DRTV – “Here’s Why” & “News” Please see the provided links on web link. –TV Ad- “Here’s Why” –TV Ad- “News”