OEP: Capturing the spirit of a brand—and community—with
statewide integrated enrollment campaign

Mother and two children on a farm

Welcome to Vermont: where health is a way of life

For our 2018 Open Enrollment campaign for Blue Cross & Blue Shield of Vermont, we developed an integrated campaign strategy including TV, online video, print, direct mail, and search—with messaging driven by a key insight about the way the Vermont community views health as a part of its identity. This campaign drove education and awareness of the plan offering ahead of consumers shopping on the state exchange, and throughout OEP.

Keep Vermont Well brochure

Keeping Vermont real

This resonant campaign theme, inspired by research into the identity of the residents of Vermont, inspired a library of branded photo and video assets featuring real plan and community members. Our robust integrated campaign strategy aligned messaging and calls to action across platforms. The library of campaign assets and messaging allowed for member materials to be created by our partners at BCBSVT, creating a unified experience for new members from first contact through member onboarding.

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