Kaiser Permanente
FEDERAL EMPLOYEE ENROLLMENT CAMPAIGN
Kaiser Permanente of the Mid-Atlantic States sought to elevate awareness among federal employees, urging them to consider Kaiser Permanente as their preferred healthcare and insurance provider. To achieve this, they collaborated with What Works Studio, expanding on the success of our ongoing collaboration with the Public Relations department.
Through strategic planning and execution of a targeted paid social media campaign, we achieved outstanding results, generating over 12 million impressions and significantly elevating awareness among federal employees.
PROBLEM
Kaiser Permanente of the Mid-Atlantic States region wanted to increase awareness amongst federal employees, urging them to consider Kaiser Permanente as their preferred healthcare and insurance provider.
SOLUTION
What Works Studio was enlisted to orchestrate a five-year paid campaign during the FEDS season, divided into three strategic segments - FEDS Open Enrollment, FEDS Public Service Recognition Week, and FEDS Aggressive Growth Plan (AGP). The AGP initiative focused on enhancing interactions with potential Kaiser Permanente members, streamlining the education phase for enrollment during the open enrollment period.
Activities included awareness and consideration campaigns, advertising budget management, content conceptualization and development, reporting, and creative.
The strategy and execution of the campaign yielded positive results, solidifying KPMAS’ position as a preferred healthcare partner for federal employees.
Today, What Works Studio continues to manage social media marketing and promotions for Kaiser Permanente of the Mid-Atlantic States. Activities include developing and launching campaigns, managing organic social media activity, tracking and measuring results, creating and implementing processes, and optimizing activities for performance and conversions.
Outcomes
Impressions: 12,501,269
Website Clicks: 1,001,750
Engagements: 1,006,295
Video Views: 604,968
Conversions: 3,395 (including plan views, calls, and submissions)
