The Brief


Florida Hospital Care Advantage is a supplement Medicare plan created by Florida Hospital administered by Health First. In order to encourage qualified members to sign up for Medicare during the Annual Enrollment Period, Florida Hospital holds daily seminars at various locations to educate their audience on the advantage plan that is best for them. The Three21 team was determined to bring awareness to the seminars and to encourage those who need to sign up for Medicare to do so through FHCA.

Objective

Three21 sought to create a memorable campaign that would be used to help gain exposure for the Office of Diversity and Inclusion and their #RespectUCF campaign. Three21 also aimed to create an equally memorable brand experience.

Strategy

The goal of the project was to attract a demographic that had just turned 65 and either had begun shopping for a medicare plan or were interested in switching from their current one. To encourage them to choose Florida Hospital Care Advantage Plan during the Annual Enrollment Period we approached them from all angles. Strategic messaging included traditional tactics such as print material and tv ads as well as digital assets in the form of an interactive website, infomercials, and facebook lead ads.

AWARENESS

TV and RadioDirect MailersPrint AdsOutdoor Media

EDUCATION

InfomercialWebsiteEarned Media

INCENTIVE

Attendees received a $10 gift card for attending the seminar, free flu shots, and a Medicare Advantage Plan.

ENGAGEMENT

Events were segmented towards each specific demographic; potential members, current members and new members.

Execution


The Three21 team hit the ground running by strategically implementing design, print, video and photography to create an educational message for our audience. Recognizing the older generation of this demographic, print and television were the best outlets to catch the eye of potential members while digital assets allowed them to seek information easily. These were followed up with interactive, incentivized events catered just to them.

Creative Brief

The demographic of FHCA members and potential affiliates are around 65-75 years old and are usually eager to be educated before making a choice on a good, reliable coverage plan.  They are health conscious individuals who want to get all the facts and will attend seminars and do their research. Thus, they need to be given all educational tools possible.

Audience

As recent retirees they are very health conscious, always eating their greens and getting plenty of exercise. They are eager to learn about how to improve their health, including what medicare supplement plan is right for them. They will take out the time to do their research on a good, reliable coverage plan and are quick to ask questions. Thus, they need to given all the educational tools possible.

Campaign Messaging

Print Ads
Traditional Tactic

The goal of print ads was to target individuals 65+ through the publications they were most likely to read, namely Daytona Beach News Journal, Highlands Today, Orlando Sentinel Volusia, and HomeTown News Edition. The ads give details on the Medicare Advantage Plan with the main call to action encouraging readers to attend a nearby seminar. Included are incentives to an advantage plan, information about the events, and promotion of the $10 gift card with a reservation.

Print Ads
Traditional Tactic

The goal of print ads was to target individuals 65+ through the publications they were most likely to read, namely Daytona Beach News Journal, Highlands Today, Orlando Sentinel Volusia, and HomeTown News Edition. The ads give details on the Medicare Advantage Plan with the main call to action encouraging readers to attend a nearby seminar. Included are incentives to an advantage plan, information about the events, and promotion of the $10 gift card with a reservation.

Direct Mail
Traditional Tactic

Mailers provided similar information as the print ads in a visually captivating way. With bright, high-quality photos on the front of large, foldable pamphlets viewers felt an immediate brand awareness to the individuals pictured and were enticed to open for more details. The direct mailers were designed to be easily read and understood for the older demographic. The mailers were all about attending a seminar with all seminar locations, dates and times for that respective month.

Direct Mail
Traditional Tactic

Mailers provided similar information as the print ads in a visually captivating way. With bright, high-quality photos on the front of large, foldable pamphlets viewers felt an immediate brand awareness to the individuals pictured and were enticed to open for more details. The direct mailers were designed to be easily read and understood for the older demographic. The mailers were all about attending a seminar with all seminar locations, dates and times for that respective month.

Lead Ads
Digital Marketing Tactic

The goal of print ads was to target individuals 65+ through the publications they were most likely to read, namely Daytona Beach News Journal, Highlands Today, Orlando Sentinel Volusia, and HomeTown News Edition. The ads give details on the Medicare Advantage Plan with the main call to action encouraging readers to attend a nearby seminar. Included are incentives to an advantage plan, information about the events, and promotion of the $10 gift card with a reservation.

Lead Ads
Digital Marketing Tactic

The goal of print ads was to target individuals 65+ through the publications they were most likely to read, namely Daytona Beach News Journal, Highlands Today, Orlando Sentinel Volusia, and HomeTown News Edition. The ads give details on the Medicare Advantage Plan with the main call to action encouraging readers to attend a nearby seminar. Included are incentives to an advantage plan, information about the events, and promotion of the $10 gift card with a reservation.

Results


2,878

New Members
Exceeded Goal by 30%

39,300

Conversions
Exceeded Goal by 65%

275

Average Event Attendance
Exceeded Goal by 28%

Interested in learning what we can do for your brand? Let’s talk.