The Problem
UHA Health Insurance was launching a new health plan, the One Plan, and needed a comprehensive marketing strategy to build awareness, educate the target audience, and drive conversions. The challenge was to create a cohesive campaign across various channels while ensuring the plan’s unique value proposition was clearly communicated.
The Solution
As the Content Development Specialist, Stephanie Danielson (Dureg) spearheaded the development and execution of a multi-channel integrated marketing campaign for the One Plan. This included managing creative assets, coordinating with vendors, and aligning messaging across all platforms to ensure a smooth, effective launch.
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
- Creative Oversight: Managed the production of a wide range of creative materials, including display banners, email campaigns, print ads, and radio spots.
- Vendor Coordination: Led a cross-functional team of vendors specializing in branding, media buying, digital ad management, and community partnerships.
Brand Messaging & Consistency
- Collaborative Development: Worked closely with UHA’s marketing leadership to define key messages, creative concepts, and deliverables.
- Content Repurposing: Adapted the campaign materials across different channels, including UHA-owned media and paid media, to amplify reach and engagement.
Lead Generation & Conversion Optimization
- Paid Advertising: Managed outdoor ads and sponsored email placements to drive traffic to the UHA One Plan landing page.
- Commercial Production: Managed a team of vendors to develop compelling commercials to communicate the plan’s benefits and features, ensuring it resonated with the target audience.
- Landing Page Creation: Developed a user-friendly landing page that offered detailed information about the One Plan and included clear calls-to-action to facilitate conversions.
Integrated Multi-Channel Campaign Execution
Paid Advertisement
- Managed media buyers responsible for TV, outdoor ads and sponsored email placements to drive awareness and lead generation for the One Plan.
- Managed digital ad agency responsible for sponsored digital partnerships like Civil Beat, Google ads, Meta ads and OTT and CTV placements.
Consistent Messaging & Creative
- Managed a team of vendors who produced advertisements, fliers and web pages that resonated with consumer and business audiences.
- Under the direction of UHA’s Marketing team, managed the creative production process. Duties included managing the production budget, and strategic planning of ad placements.
Campaign Analysis
- Regularly monitored campaign KPIs and adjusted strategies to align with marketing and business objectives.
- Continuously assessed the competitive landscape to evaluate the effectiveness of the campaign mix and performance.
- Optimized landing page content and marketing materials to enhance conversion rates and maintain brand consistency.
Results
Highlight
✔ Successfully launched the One Plan with a unified message across multiple channels.
✔ Increased brand visibility through strategic outdoor ads, email sponsorships, and digital media campaigns.
✔ Improved conversion rates with optimized landing pages and clear, compelling calls-to-action.
Key Skills Demonstrated
✅ 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
