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SHOP Communications Plan
A service of Maryland Health Benefit Exchange
SHOP Communications Plan
Purpose
To educate and inform Maryland stakeholders about the
Small Business Health Options Program (SHOP) as a
valuable resource for small businesses to obtain health
coverage.
Key Messages:
Tax credit available to small businesses
with less than 25 full-time employees
Employee Choice model provides more
options for employees
SHOP allows small businesses to offer
employees a variety of health plans that
fit their needs and their budget
SHOP Communication Plan
Outreach Strategy
• Develop partnerships with
DBED and other stakeholder
organizations
• Participate in speaking
engagements
Target Audience
• Small business owners in
Maryland
• Key stakeholder
organizations
• Work with SHOP
Administrators to establish a
presence at community events
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SHOP Communications Plan
Marketing Strategy
SHOP Logo
• SHOP Collateral including:
o Logo & branding guidelines
o Brochure in English & Spanish
o FAQs online and in PDF format
o Talking Points for speaking
engagements
• Press conference
• Earned media focus on
business publications
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