LUBBOCK CHAMBER EMPLOYER HEALTH PLAN TESTIMONIAL TV AND RADIO ADS

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Benjamin Charles
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1 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 1 LUBBOCK CHAMBER EMPLOYER HEALTH PLAN TESTIMONIAL TV AND RADIO ADS SUMMARY The Lubbock Chamber Employer Health Plan was formed in May, 2006, to make health benefits more affordable for employers who are members of the Chamber. After an extremely successful first year, the Chamber and collaboration partners wished to keep awareness levels high in order to maximize enrollments prior to the January 1, 2008, renewal date that research had told us was a common renewal date for Chamber members. Members who had previously enrolled in the plan began providing testimonials to the Chamber regarding the plan s effectiveness, and the Chamber implemented a radio and television advertising campaign using peer-to-peer marketing by capitalizing on testimonials from these members. As a result, enrollments during this period closely mirrored those of the same successful period during the plan s first year. ENTRY SYNOPSIS I. Needs Identification The Lubbock Chamber Employer Health Plan, a community collaboration, was formed to make health benefits more affordable for employers who are members of the Chamber and reduce the number of the uninsured as part of our mission to strengthen, promote and serve our member businesses. After surpassing the initial participation estimates by 100% and reaching an enrollment of 8,000 Chamber member employees and dependents in the plan s first year, the Chamber and collaboration partners wished to keep awareness levels high in order to maximize enrollments prior to the January 1, 2008, renewal date that research had told us was a common renewal date for Chamber members. In an earlier survey of Chamber members, the Chamber measured for information such as the most prevalent barriers to health care coverage, employer concerns, and insurance enrollment dates among member businesses so that the enrollment strategies could be implemented in a timely strategic manner. The Chamber identified that radio and television advertising would need to run beginning in early September through the end of November since this is the time period when employers with a January 1 renewal date make decisions regarding health care benefits. II. Objectives The main objective of the advertising was to keep enrollments during the critical January 1 Renewal decision-making period at or near the level of enrollments during the same period one year prior. During the previous year s same period, the plan was still reaping the benefits of an ACCE ACE Award winning marketing and media blitz enrollment campaign. The primary target audience consisted of decision makers in small-to-medium sized businesses. III. Production The Chamber worked with its agency, Price Communications, to produce the ads. Unscripted, peer-to-peer messages with well known and established smaller employers serving as spokespersons were believed to be key to reaching other employers and business decision-makers, and Chamber members and health plan participants had previously pitched the plan with unofficial word of mouth advertising and promotion. For example, Chamber member David Nelson of the Nelson & Nelson law firm, who sits on the boards of several non-profit organizations, has helped promote the plan to those organizations for the benefit of their employees. Agency staff conducted interviews with volunteer spokespersons, with interview questions centered around questions (attached with exhibit materials) that would produce responses related to themes that had proven successful in the previous year s award-winning campaign. These themes included affordability, flexibility, the fact that the plan was accepted at both major local hospital systems, a large provider network, other benefits of Chamber membership, and dollars staying and circulating in the local economy due to a locally-based underwriter.

2 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 2 IV. Methodology Ad video and production were conducted in mid-to-late August, Two locations were selected, including a bank who volunteered to provide a business environment backdrop and an agricultural museum that voluntarily provided a suitable backdrop for targeting a business community rooted in an agriculturally-based economy. One staff person from the Chamber worked with agency staff to recruit 23 Chamber members who volunteered to appear in the spots. Ads were run during a 13-week period throughout September, October and November For television, a 13-week programming schedule revolved around morning news shows, 6 p.m. and 10 p.m. newscasts as well as selected primetime programming and entertainment and news networks on cable that would reach 98% of men approximately six times with 427 spots flighted to run every other week. For radio, the schedule was optimized to deliver a 13-week reach of 80% in men approximately eight times with 675 total spots. July-Aug Aug Sep.-Nov Timeline Concept and initial agency meetings Video and production TV and radio flights for ads Project Expenses Location In-Kind Talent In-Kind Production $15,065 Radio and TV Buys $58,240 TOTAL EXPENSES $73,305 Revenue NEW MEMBER DUES (New Membership Dues Tracking as Health Plan Reason for Joining* during ad schedule) Collaboration Partner Contributions (Covenant Health System, UMC Health System, FirstCare Health Plans) *Chamber membership is required to participate in the Chamber Employer Health Plan. $35,039 $53,305 V. Evaluation/Measurement Goal: keep enrollments during the critical January 1 Renewal decision-making period at or near the level of enrollments during the same period one year prior o Result: During this period the previous year, 163 groups accounting for 1,444 employees and dependents had enrolled in the plan. During the same period in 2007, 162 groups accounting for 1,215 lives enrolled in the plan. Goal: reach decision makers in small-to-medium sized businesses o Result: During this period, 81 groups of 162 who enrolled in the plan cited having heard of the plan either on TV (50) or Radio (31), according to FirstCare Health Plan staff who tracked customers from initial call through final sale.

3 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 3 Client: Lubbock Chamber of Commerce Job #: Date: 8/13/07 Title: August Testimonial TV Exhibit B Commercial fades up from black to show real people talking about why Lubbock Chamber Employer Health Plan should be everyone s first choice. Testimonial #1: Steve Verrett, Plains Cotton Growers, Inc. CG: Affordability With the Chamber s health plan, we were able to save from 20 to 25 percent over our previous health coverage. Testimonial #2 Becky Beach, Neighborhood Academy CG: Accepted at Covenant & UMC I think having 800 physicians in the network, no matter what happens, you re covered. Testimonial #3 David Thomas, Sorghum Partners, Inc. Seed Producers CG: Make the right choice I would highly recommend the chamber healthcare plan. It s convenient, it s local, it s priced right, it s exactly what businesses in Lubbock are looking for. Video dissolves to full screen CG with Announcer If you re looking for affordable and flexible health care coverage, you can t miss this opportunity. To enroll in the Lubbock Chamber Employer Health Plan Call now! CG at end of spot: FirstCare logo Lubbock Chamber logo Covenant Health System Logo UMC Logo

4 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 4 Spot #2 Commercial fades up from black to show real people talking about why Lubbock Chamber Employer Health Plan should be everyone s first choice. Testimonial #1: Kristi Dean, Joyland Amusement Park. CG: Affordability I think this health plan through the Chamber is making insurance more available and more affordable to more people. Testimonial #2 Dan Wilson, Dan Wilson Custom Builders CG: flexibility Our people were actually able to pick and choose the program that they wanted and were able to tailor fit that to their needs. Testimonial #3 Dennis Haley, Lubbock Wholesale Florists CG: Make the right choice I would say that any business that hasn t looked at this plan in Lubbock is missing out because it s great for anybody in town Video dissolves to full screen CG with Announcer If you re looking for affordable and flexible health care coverage, you can t miss this opportunity. To enroll in the Lubbock Chamber Employer Health Plan Call now! CG at end of spot: FirstCare logo Lubbock Chamber logo Covenant Health System Logo UMC Logo

5 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 5 Spot #3 Commercial fades up from black to show real people talking about why Lubbock Chamber Employer Health Plan should be everyone s first choice. Testimonial #1: David Thomas, Sorghum Partners, Inc. Seed Producers CG: community benefits When a local chamber of commerce backs a healthcare plan and the community backs a healthcare plan, everybody benefits. Testimonial # Testimonial #1: Steve Verrett, Plains Cotton Growers, Inc. CG: more than 800 physicians Having Covenant and UMC on the benefit plan is just tremendous. Testimonial #3 Amy Paiva, CASA of the South Plains CG: Make the right choice I highly recommend it to all the people that I know because it is the right choice for Lubbock businesses. Video dissolves to full screen CG with Announcer If you re looking for affordable and flexible health care coverage, you can t miss this opportunity. To enroll in the Lubbock Chamber Employer Health Plan Call now! CG at end of spot: FirstCare logo Lubbock Chamber logo Covenant Health System Logo UMC Logo

6 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 6 Client: Lubbock Chamber of Commerce Job #: Date: 8/29/07 Title: August Testimonial Radio All across the Lubbock area, small businesses are discovering the value of the Lubbock Chamber Employer Health Plan. Here s Steve Verett, of Plains Cotton Growers. Testimonial #1: With the Chamber s health plan, we were able to save from 20 to 25 percent over our previous health coverage. FirstCare is accepted at both Covenant and UMC. Plus, the Plan has an extensive network of physicians in the Lubbock area to choose from. Here s Becky Beach of Neighborhood Academy. Testimonial #2 I think having 800 physicians in the network, no matter what happens, you re covered. Since the plan is a project of the Lubbock Chamber of Commerce, you get chamber benefits as well. Here s David Thomas with Sorghum Partners. Testimonial #3 I would highly recommend the chamber healthcare plan. It s convenient, it s local, it s priced right, it s exactly what business in Lubbock are looking for. If you re looking for affordable, flexible health care coverage, you can t miss the opportunity to enroll in the Lubbock Chamber Employer Health Plan. For more information call today.

7 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 7 All across the Lubbock area, small businesses are discovering the value of the Lubbock Chamber Employer Health Plan. Here s Kristi Dean, of Joyland Amusement Park. Testimonial #1: I think this health plan through the chamber is making insurance more available and more affordable to more people. FirstCare is accepted at both Covenant and UMC. Plus, the Plan has a number of affordable options to choose from so you get the coverage that s best for you. Here s Dan Wilson of Dan Wilson Custom Builders. Testimonial #2 Our people were actually able to pick and choose which program they wanted and able to tailor fit that to their needs. Since the plan is a project of the Lubbock Chamber of Commerce, you re helping out the community of Lubbock as well. Here s Dennis Haley with Lubbock Wholesale Florist. Testimonial #3 I would say that any business that hasn t looked at this plan in Lubbock is missing out because it s great for anybody in town. If you re looking for affordable, flexible health care coverage, you can t miss the opportunity to enroll in the Lubbock Chamber Employer Health Plan. For more information call today.

8 Lubbock Chamber Employer Health Plan Enrollment Campaign (2a Advertisement) 8 All across the Lubbock area, small businesses are discovering the value of the Lubbock Chamber Employer Health Plan. Here s David Thomas, of Sorghum Partners. Testimonial #1: When a local chamber of commerce backs a healthcare plan and a community backs a healthcare plan, everybody benefits. FirstCare is accepted at both Covenant and UMC. Plus, the Plan has an extensive network of physicians in the Lubbock area to choose from. Here s Amy Paiva of CASA of the South Plains. Testimonial #2 I highly recommend it to all of the people that I know because it is the right choice for Lubbock businesses. Since the plan is a project of the Lubbock Chamber of Commerce, you get chamber benefits as well. Here s Dan Wilson with Dan Wilson Custom Builders. Testimonial #3 We have seen a benefit from networking with other companies that are involved through the chamber, it s a great way to grow my business as well as exposure and in the homebuilding business that is key. Name recognition and exposure are huge. If you re looking for affordable, flexible health care coverage, you can t miss the opportunity to enroll in the Lubbock Chamber Employer Health Plan. For more information call today.

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