The Problem
The “Dear Hawaii” campaign, spearheaded during my tenure at UHA, addressed significant challenges in the company’s annual advertising efforts, including low employee engagement, fragmented brand awareness, and the perception of advertisements as isolated deliverables.
The Solution
To overcome these obstacles, I developed and executed an integrated marketing strategy aimed at educating, engaging, and extending the campaign’s reach to both internal and external audiences.
About UHA
As the only health plan in Hawai‘i founded by physicians, it was the first to offer preventive and wellness care focused health plans in the state. It continues to be physician led and offers the largest physician network in Hawai‘i.
Strategy
The “Dear Hawaii” integrated marketing campaign, led by Stephanie Danielson (Dureg) in her role as Content Development Specialist, effectively extended the reach of the original advertising initiative to both internal and external audiences. The campaign’s comprehensive approach encompassed strategic planning, project management, branding, and lead generation.
Internal Campaign Initiatives
Employee Engagement: The campaign fostered internal engagement through an employee giveaway and intranet promotions of the “Dear Hawaii” advertisements. Employees were educated about the brand’s values and messaging via targeted email campaigns. Interactive elements, such as voting for favorite Hawaiian locations and talent calls for commercial participation, further enhanced involvement.
External Campaign Strategies
Public Outreach: Externally, the campaign featured a social media giveaway and shared employee stories to humanize the brand. Educational content was disseminated through social media platforms to inform the public about the brand’s core values and messaging.
Skills & Competencies
Project Management and Strategic Planning
Budget Oversight: Managed a production budget of $80,000, overseeing the creation of various creative assets, including images, social media videos, commercials, email banners, and digital ad banners.
Team Coordination: Led a team of vendors specializing in creative and branding, media buying, digital paid ad management, and community partnerships, ensuring cohesive execution across all channels.
Content Strategy: Developed a comprehensive project plan with leadership approval at each stage. Crafted a content strategy to repurpose campaign materials to bolster branding efforts and continuously analyzed performance metrics to adjust strategies as needed.
Brand Consistency and Lead Generation
Unified Messaging: Consistency in messaging and branding was maintained across all tactics and mediums. The campaign successfully executed the first employee giveaway, encouraging staff to share their stories of kuleana (responsibility) or mālama (care), resulting in 100 entries.
Comprehensive Distribution: Ad creative and messaging were uniformly applied across various channels, including TV, radio, OTT, CTV, Google ads, Meta ads, and partnerships with media outlets such as Pacific Business News, Pacific Business, and Hawaii News Now.
Results
Highlights
✔ Developed a comprehensive approach that unified various tactics and channels to enhance both internal and external engagement.
✔ Implemented internal campaigns, including giveaways and interactive activities, to boost employee participation and alignment with brand values.
✔ Executed external strategies such as social media giveaways and sharing employee stories to humanize the brand and educate the public on core values.
Key Skills
✅ Strategic Planning
✅ Account Management
✅ Social Media & Display Advertising
✅ Search Engine Marketing (SEM)
✅ YouTube Ads & Video Production
✅ Performance Reporting & Lead Generation
✅ Landing Page Optimization
✅ Copywriting, Copyediting & Creative Design
✅ Vendor Management & Project Coordination
