One in four Tarrant County families or 24% do not have health insurance due to the high cost of coverage. Being uninsured is like walking on thin ice and praying it doesn’t break. Because they don’t have health insurance, these families must often choose between buying food or medications for their health.
Solution
- First, Blanchard Schaefer started with research. PRIZM clusters were used to build demographic, behavioral and geographic profiles of the target audience. Additionally, focus groups and telephone interviews were conducted with JPS Connection members to identify key program benefits.
- The research identified a creative challenge: healthcare is a highly personal and emotional issue and our audience is culturally, demographically and psychographically diverse. Trying to deliver the exact same message across this diverse group would weaken the campaign’s effectiveness. So a distinct messaging strategy was employed for each of the four unique segments.
- A media plan was developed by Blanchard Schaefer Advertising & Public Relation to provide broad reach of JPS Connection-eligible residents of Tarrant County. This buy included cable tv, radio, print and outdoor. To ensure razor-sharp targeting in the cable buy, the programming and dayparts were cross-tabulated with the appropriate PRIZM clusters to ensure that the right message reached the right people at the right time.
Results
- The JPS Connection campaign was tracked by Blanchard Schaefer Advertising & Public Relation through inquiries coming into the JPS call center, the website and enrollments into the JPS Connection program.
- Hits to the JPS Connection page on the website increased 400% from 1,044 per month at campaign launch to 4,378 during the fourth month of the campaign.
- JPS Connection enrollment increased by 7% in four months from 46,834 to 50,207 members.
