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，并通过作为一个行业团结起来做正确的事情来帮助人们注册自己和家人。战略基本上没有时间或金钱，我们需要集中精力，以便尽可能有影响力。我们搜索了无数的数据集 -- 交叉引用和关联数据来识别见解和机会。数据帮助我们根据关键人口统计数据 (如地点、年龄、种族和种族) 确定目标受众。这确保了我们能够接触到那些最需要帮助和最有风险的人。使用过去的注册数据，我们按周、日甚至一天中的时间确定注册趋势，以确保我们接触到正确的人，传达正确的信息, 在正确的时间。接下来，我们优先考虑关键市场 -- 如佛罗里达、得克萨斯州、北卡罗来纳州和乔治亚州。为了将这些市场组织成优先等级，我们挖掘了前几年的 ACA 注册数据、当前未保险的风险人群的比率, 并对那些对 ACA 、 Navigator 项目和医疗补助削减资金幅度最大的州的数据进行分层。结果机构、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。" 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。活动描述想法是: 在其他志同道合的关注公民的帮助下，弥补 ACA 广告预算的 90%，尤其是广告、设计、媒体和保险领域的公民。医疗保健是一个复杂而令人生畏的话题，所以我们需要我们的信息是相反的: 简单而直接，友好而平易近人。我们没有被所有的细微差别和复杂细节所困扰，而是关注大局: 你可以得到负担得起的医疗保健, 它甚至比你想象的更实惠，现在是报名的时候了。数据的使用使我们能够瞄准优先受众和关键市场，并根据不同的变量 (包括语言、位置、动机和时间) 相应地调整我们的信息。 BriefWithProjectedOutcomes 特朗普政府的使命是破坏和废除《平价医疗法案》 -- 将广告预算削减 90%，将公开注册期缩短一半。虽然医疗保健已经成为一个极其复杂和高度党派性的问题，但我们认为它不需要。进入，覆盖联盟。一个由志同道合、关心此事的公民组成的无党派团体，他们认为获得负担得起的医疗保健是一个人权问题。传播意识是不够的。谈论这个问题确实很重要，但是我们需要采取行动，以便真正改变人们的生活。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、两极分化和混乱的事情来说，这是一项艰巨的任务。我们很快了解到，我们不是唯一强烈关心这个问题的人。全国人民对总统的行为感到愤怒，感到无助和害怕。至少我们可以做的是捐赠我们的专业人才，以确保人们知道他们的医疗选择并注册。

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 by coming together as an industry to do the right thing. Strategy With basically no time or money, we needed to focus our efforts in order to be as impactful as possible. We scoured through countless datasets – cross-referencing and correlating data to identify insights and opportunities. Data helped us identify target audiences based on key demographics such as location, age, race, and ethnicity. This ensured we would reach those who were most in-need and at-risk. Using past enrollment data, we identified sign-up trends by week, day, and even time of day to ensure that we were reaching the right people, with the right message, at the right time. Next, we prioritized key markets – like Florida, Texas, North Carolina, and Georgia. To organize these markets into priority tiers, we dug into ACA enrollment data from previous years, current rates of uninsured, at-risk populations, and layered on data about those states with the steepest funding cuts to ACA, Navigator Programs, and Medicaid. Outcome 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.” 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 idea: Make up the 90% cut to the ACA advertising budget, with the help of other like-minded concerned citizens, particularly those in advertising, design, media, and insurance fields. Healthcare is a complex and daunting topic, so we needed our messaging to be the opposite: simple and straightforward, friendly and approachable. Instead of getting caught up in all the nuances and complicated details that often vary state to state, we focused on the big picture: Affordable healthcare is available to you, it’s even more affordable than you think, and the time to sign up is now. The use of data allowed us to target priority audiences and key markets – and adjust our messaging accordingly based on different variables, including language, location, motivators, and timing. BriefWithProjectedOutcomes The Trump administration has made it a mission to undermine and dismantle the Affordable Care Act – slashing the advertising budget by 90% and cutting the open enrollment period in half. And while healthcare has become an extremely convoluted and highly partisan issue, we don’t think it needs to be. Enter, the Coverage Coalition. A non-partisan group of like-minded, concerned citizens who believe that access to affordable healthcare is a human rights issue. Spreading awareness wasn’t enough. Talking about this problem was definitely important, but we needed to drive action in order to make real change in people’s lives. We needed people to visit healthcare.gov, learn about their healthcare options, and ultimately, sign up. This was a tall order for something as daunting, polarizing, and confusing as healthcare. We quickly learned that we weren’t the only ones who cared strongly about this issue. People around the country were outraged by the actions of the President and were left feeling helpless and scared. The least we could do would be to donate our specialized talents toward making sure people knew their options for healthcare and signed up.