1. Outreach and Communications Advisory Group October 10, 2012 1

2. Agenda Updates Introduction to Branding Video Discussion of research about Exchange branding Small group breakouts Discussion of next steps Schedule of future meetings

3. Updates Update from September meeting Staffing User Interface feedback Marketing RFI Navigator program hiring

4. Introduction to Branding What is a brand?

5. Goal of Discussion Gain an understanding of research done across the country about naming Exchanges Obtain feedback about current name and other Exchange brands Create best description of what our Exchange represents 5

6. Exchange Brands 6

7. Common Themes among State Exchanges Convenient, “one-stop” shopping State-based coverage (Built by Colorado for Coloradans) Transparency: ability to make “apples-to-apples” comparison Find the most affordable option Utilizing personal stories, featuring local residents in scrolling photo sections on their homepages or highlighting how they will benefit from the Exchange 7

8. Emerging Trends with State Exchanges Many state exchanges are offering text updates and have become active on social media, including accounts on Twitter, Facebook and YouTube. Exchanges are publishing FAQs, branded handouts and implementation timelines to help consumers navigate changes and understand how ACA will impact their states – some websites have even published countdown clocks. 8

9. Brand Attributes 9 TrustworthyUser-friendlyTransparent ChoiceComparisonsAffordable InnovativeSimple

10. Feelings the Exchange Could Convey 10 ConfidenceTrust SecurityComfort SatisfactionSafety HappyKnowledgeable

11. Common Messaging 11 The Right Fit: [Exchange] wants to help you find the health insurance plan that is right for you. Marketplace: A website where you can compare different health insurance plans and choose the one you like. Help: [Exchange] provides easy to follow online guides, help forums and phone and online access to real people who can walk you through the entire process.

12. Common Messaging (continued) More Choices: Small businesses can offer employees multiple plans to choose from, so they can get the health insurance plan that best fits their needs. Simplicity: One central place to easily compare the different plans and options. 12

13. What We Have Learned “Exchange” tests poorly People value and prioritize help “Health plans” is better than “healthcare” or “health” Choice is valued Affordability is always top of mind – For lower-income audiences “low cost or free” tests the best 13

14. Analysis Existing brands in this space cover a broad range A brand’s tone is often determined by its audience (statewide audience, private insurance purchasers, Medicaid-eligible) Brands can be hurt by appearing overly professional (i.e., cold) or too casual (i.e., low quality) Successful brands are readily recognizable and can be applied across mediums 14

15. Small Group Breakouts Discuss: – Feedback on current name and logo – A phrase that best describes the work of our Exchange – The top five attributes of our Exchange – Feedback on the Oregon and Maryland exchanges’ branding efforts 15

16. Results – Feedback on current name and logo – A phrase that best describes the work of our Exchange – The top five attributes of our Exchange – Feedback on the Oregon and Maryland exchanges’ branding efforts 16

17. Next Steps Review of potential names and logo options Next meeting: Tentatively scheduled for October 31, 10:30 am 17

18. THANK YOU @COHBE 18