The Challenge
The brand was ranked 7th among healthcare providers because it was a little known provider that appeared to offer nothing new or better. It was important to improve its perception among current clients, prospects, healthcare professionals and political influencers, as well as employees and volunteers.
Solution
We created a new L.A. Care identity that appealed to the broad and diverse Los Angeles community. Using the well-known California orange to generate memorable brand recognition we launched the campaign with an experiential program to raise awareness. That was followed by a full scale English and Spanish traditional and social media campaign focusing on benefits important to prospects. A new website was created along with an SEO/SEM program to drive traffic to L.A. Care.
To generate awareness we distributed over 2 tons of oranges in Los Angeles
And used television and OOH to further build awareness
Results
Enrollment increased significantly as a result of brand awareness growing from 50% to 75%, taking it to 2nd place compared to 7th place at the outset. Advertising awareness also grew from 46% to 60%