UHA Connections – Strengthening Brand Engagement

The Problem

UHA Health Insurance needed an integrated marketing approach to enhance brand awareness, strengthen customer engagement, and generate leads. The annual advertising campaign lacked cohesion, with ads treated as standalone deliverables, low employee engagement, and minimal internal and external brand alignment.

The Solution

The “UHA Connections” integrated marketing campaign, led by Stephanie Danielson (Dureg) in her role as Content Development Specialist, effectively extended the reach of UHA’s messaging through strategic storytelling and diverse deliverables. The campaign encompassed project management, strategic planning, branding, and lead generation to support UHA’s marketing initiatives.

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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

Strategic Planning & Project Management

  • Developed a content calendar to align marketing efforts with business goals.
  • Managed a production budget of $80,000, ensuring efficient allocation across creative assets.
  • Led a cross-functional team of vendors specializing in branding, media buying, digital ad management, and community partnerships.

Brand Awareness & Engagement

  • Strengthened partnerships with well-known organizations like the YMCA and the Hawaii Primary Care Association (HPCA) to enhance credibility and audience reach.
  • Repurposed campaign content across UHA-owned and paid channels to maximize exposure.
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Integrated Multi-Channel Campaign Execution

B2B Marketing Initiatives

  • Managed a team of vendors to develop client testimonials featuring business partners to highlight UHA’s impact.
  • Developed blog articles amplifying UHA’s symbiotic connection with HPCA and YMCA.
  • Managed a team of vendors who produced targeted advertisements for business audiences.

B2C Marketing Initiatives

  • Showcased real customer stories (e.g., Cassidy’s story) to emphasize the importance of preventive care.
  • Managed a team of vendors who produced advertisements that resonated with consumer audiences.
  • Featured blog articles in UHA’s paid media campaigns and UHA owned channels.

Digital Marketing & Lead Generation

  • Optimized landing page content for improved user experience and conversion rates.
  • Managed creative assets for brand consistency across all platforms.
  • Oversaw the digital ad agency responsible for paid media campaigns across Google Ads, Meta Ads, and YouTube to drive traffic and engagement.

Results

Through a well-executed integrated marketing strategy, UHA Connections successfully reinforced brand consistency, engaged both business and consumer audiences, and delivered measurable results. Stephanie Danielson (Dureg) leveraged her expertise in digital marketing, storytelling, and strategic planning to elevate UHA’s brand presence across multiple platforms.

Highlight

✔ Increased brand awareness through strategic partnerships and storytelling.
✔ Improved engagement with both internal employees and external audiences.
✔ Strengthened lead generation efforts with optimized digital marketing strategies.
✔ Enhanced campaign efficiency with a structured content strategy and multi-channel execution.

Key Skills Demonstrated

✅ Account Management
✅ Social Media & Display Advertising
✅ Search Engine Marketing (SEM) & YouTube Ads
✅ Performance Reporting & Data Analysis
✅ Lead Generation & Landing Page Optimization
✅ Copywriting, Copyediting & Creative Design Production
✅ Vendor & Project Management

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