The Key Strategy?
Because parents typically focus on back-to-school—a difficult time to stand out with marketing—to make insurance choices for their kids, we needed to create a sense of urgency and stimulate applications year-round. To achieve this we:
- Developed a calendar of micro-campaign moments for paid, earned and owned channels
- Created an always-on paid media strategy
- Amplified partnerships (Walmart wellness activation, faith-based partnerships with megachurches, social media influencers, and expansive toolkit for use by the Florida Association of School Administrators)