Coverage Coalition|海报/平面|广告营销案例【ADGuider广告指南】

覆盖联盟

案例简介：概要特朗普政府将《平价医疗法案》的广告预算削减了 90%，并将注册期比前几年缩短了一半。因此，越来越少的人会知道他们政府资助的医疗保健选择，正因为如此，越来越少的人可能会注册。作为回应，我们成立了报道联盟，这是一个由关心此事的公民组成的无党派联盟，以弥补 90% 的预算削减。我们将了解不同的医疗保健选择，并帮助人们注册自己和家人。战略数据在我们的战略中发挥了不可或缺的作用。我们挖掘了州和县一级的 ACA 注册人数，查看未保险费率，并按关键人口统计数据 (包括年龄、种族、民族和地点) 切割数据。我们研究了与 ACA 、 Navigator 项目和医疗补助削减资金相关的数据。然后，挖掘过去注册期间的数据，按周、日甚至一天中的时间确定注册趋势。我们还确定了关键市场，将各州分为不同的等级，包括: 当前的未保险费率、过去的注册人数以及州级的资金和预算削减。仅仅告诉别人是不够的。我们需要人们访问 healthcare.gov 并注册。过去的招生数据帮助我们制定了分阶段走向市场的战略, 在关键时刻加大努力，不断发展我们的信息，以确保相关性和共鸣，因为我们离报名截止日期越来越近 (因州而异)。相关性我们不能只是告诉人们关于平价医疗法案的公开注册。意识是不够的。我们需要人们访问 healthcare.gov，了解他们的医疗保健选择，并最终注册!对于像医疗保健这样令人生畏和困惑的事情来说，这是一项艰巨的任务 -- 尤其是在福布斯称之为 “有史以来最糟糕的公开招生季节” 期间。 “所以我们挖掘了数据 -- 交叉引用了无数关于 ACA 注册、未保险费率和本地化资金的数据集。我们寻找模式和趋势，以确定关键市场、受众和机会，确保我们在推动行动方面最有影响力和最有效。结果如果没有数据的帮助，我们就不会如此成功、有效或有影响力。机构、设计商店，甚至制作公司创造内容来传播这个词。Park Pictures 能够在五天内从头到尾创造保罗 · 里维尔的位置。媒体公司捐赠了全国电视、数字、广播、户外甚至时代广场的空间，我们的 Facebook Messenger 聊天机器人帮助用户浏览注册过程。在一个半月的竞选期间，覆盖联盟覆盖了 10000万多人。但好消息并没有就此止步。在第一周，入学率比 179% 上升了 2016。第二周，注册人数增加了 60%。事实上，与前几年相比，每周的公开注册都有所增加。特朗普不想发生的一件事.是的。部分原因是，关心此事的公民站起来说，'如果你不打算告诉美国，我们会的。" 媒体战略我们已经知道原因了。但是数据帮助我们找出了谁，什么，什么时候，在哪里。在最佳状态下，数据有助于简化复杂问题并阐明解决方案。这正是我们传播《平价医疗法案》所需要的。毕竟，医疗保健非常复杂 (令人沮丧)，尤其是各州之间的法律差异很大。由于时间和资金有限，我们需要优先考虑并集中努力。借助数据，我们确定了 ACA 开放注册期间的目标受众、优先市场和关键时间周期。数据不仅为我们的战略提供信息，也为我们的创造性产出和执行提供信息，以便尽可能有效地发挥作用 -- 让我们能够以正确的信息接触到正确的人, 在正确的时间，以正确的方式。执行目标很简单: 告诉人们他们有资格获得负担得起的医疗保健，并弥补我们总统提出的 90% 的预算削减。首先，我们联系了我们的朋友和合作伙伴，他们拥有独特的技能，让我们能够轻松消化困难的信息。我们必须进行清晰、高效和大规模的沟通。医疗保健是一个足够复杂的问题，即使没有预算削减的阻碍。简单明了: 创建内容，让人们知道注册时间、注册地点，并让这个非常令人生畏的过程看起来不那么势不可挡。与此同时，我们正在联系我们的合作伙伴加入报道联盟，我们也在自己的社交帖子、电视广告、广播广告和户外活动上开展工作。很快，我们的媒体合作伙伴帮助我们找到了推广我们创意的阶段，将注册人数推至创纪录的高点。活动描述目标很简单: 告诉人们他们有资格获得负担得起的医疗保健，并弥补 90% 的预算我们的总统提出的削减。首先，我们联系了我们的朋友和合作伙伴，他们拥有独特的技能，让我们能够轻松消化困难的信息。我们必须进行清晰、高效和大规模的沟通。医疗保健是一个足够复杂的问题，即使没有预算削减的阻碍。简单明了: 创建内容，让人们知道注册时间、注册地点，并让这个非常令人生畏的过程看起来不那么势不可挡。与此同时，我们正在联系我们的合作伙伴加入报道联盟，我们也在自己的社交帖子、电视广告、广播广告和户外活动上开展工作。很快，我们的媒体合作伙伴帮助我们找到了推广我们创意的阶段，将注册人数推至创纪录的高点。

覆盖联盟

案例简介：Synopsis The Trump administration slashed the advertising budget for the Affordable Care Act by 90% and cut the enrollment period in half versus previous years. As a result, fewer people were going to know about their government funded healthcare options, and because of this, fewer people were likely to enroll. In response, we formed the Coverage Coalition, a non-partisan consortium of concerned citizens to make up for the 90% budget cut. We would get the word out about the different healthcare options and help people enroll themselves and their family members. Strategy Data played an integral role in our strategy. We dug into ACA enrollment numbers at a state and county level, looking at uninsured rates and cutting the data by key demographics including age, race, ethnicity, and location. We examined data related to funding cuts to ACA, Navigator Programs, and Medicaid. Then, dug into data from past enrollment periods to identify sign-up trends by week, day, and even time of day. We also identified key markets, organizing and prioritizing states into tiers, including: current uninsured rates, past enrollment, and state-level funding and budget cuts. It wasn’t enough to tell people. We needed people to visit healthcare.gov and sign up. Past enrollment data helped us develop a phased go-to-market strategy, plussing up efforts during key moments and evolving our messaging in order to ensure relevance and resonance as we got closer to the enrollment deadlines (which varied by state). Relevancy We couldn’t just tell people about the Affordable Care Act Open Enrollment. Awareness wasn’t enough. We needed people to visit healthcare.gov, learn about their healthcare options, and ultimately, sign up! This is a tall order for something as daunting and confusing as healthcare – especially during what Forbes called “the nuttiest Open Enrollment season ever.” So we dug into the data – cross-referencing countless datasets about ACA enrollment, uninsured rates, and localized funding. We looked for patterns and trends in order to identify key markets, audiences, and opportunities to ensure we were most impactful and effective at driving action. Outcome Without the help of data, we would not have been nearly as successful, effective, or impactful. Agencies, design shops, and even production companies created content to spread the word. Park Pictures was able to create the Paul Revere spot in five days from start to finish. Media companies donated space across national TV, digital, radio, out-of-home and even Times Square and our Facebook Messenger chatbot helped users navigate the sign-up process. The Coverage Coalition reached over 100 million people in the month and half campaign period. But the good news didn’t stop there. In the first week, enrollments were up 179% over 2016. The second week, enrollment was up 60%. In fact, every week of open enrollment was up over previous years. The one thing Trump didn’t want to happen... did. In part, because concerned citizens stood up to say, 'If you're not going to tell America, we will.” MediaStrategy We already knew the why. But data helped us figure out the who, the what, the when, and the where. At its best, data helps simplify complex problems and illuminate solutions. This is exactly what we needed in order to spread the word about the Affordable Care Act. After all, healthcare is frustratingly complicated (and daunting), especially with the wide variation in laws from state-to-state. And with limited time and funding, we needed to prioritize and focus our efforts. With the help of data, we identified target audiences, priority markets, and key timing periods during the ACA open enrollment. Data informed not only our strategy, but our creative output and execution in order to be as impactful and effective as possible – allowing us to reach the right people, with the right message, at the right time, in the right way. Execution The goal was simple: Tell people they were eligible for affordable healthcare and make up for the 90% budget cuts set forth by our President. First, we reached out to our friends and partners who possessed a unique skill set that allowed us to make difficult information easily digestible. We had to communicate clearly and efficiently and on a large scale. Healthcare is a complicated-enough issue, even without the hiccups of budget cuts. The brief was straightforward: create content letting people know about the enrollment period, where to enroll, and make this very daunting process seem significantly less overwhelming. At the same time we were reaching out to our partners to join the Coverage Coalition, we were also generating work on our own – social posts, TV spots, radio ads, and OOH. Soon, our media partners helped us find stages to promote our creative, pushing enrollment numbers to record-breaking highs. CampaignDescription The goal was simple: Tell people they were eligible for affordable healthcare and make up for the 90% budget cuts set forth by our President. First, we reached out to our friends and partners who possessed a unique skill set that allowed us to make difficult information easily digestible. We had to communicate clearly and efficiently and on a large scale. Healthcare is a complicated-enough issue, even without the hiccups of budget cuts. The brief was straightforward: create content letting people know about the enrollment period, where to enroll, and make this very daunting process seem significantly less overwhelming. At the same time we were reaching out to our partners to join the Coverage Coalition, we were also generating work on our own – social posts, TV spots, radio ads, and OOH. Soon, our media partners helped us find stages to promote our creative, pushing enrollment numbers to record-breaking highs.