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Enroll Wyoming is a government-funded organization focused on educating the underinsured or uninsured in the state and increasing enrollment in health insurance programs. The organization also provides outreach to small business owners, encouraging them to explore affordable insurance options for their employees through the open market. In 2022, Enroll Wyoming partnered with Kalen for a 90-day campaign to reach these goals, targeting Wyoming residents and businesses alike.
After the success of the initial campaign, Enroll Wyoming re-hired Kalen in 2023 for strategic consulting services. The new contract included a comprehensive review of the previous year’s efforts, leading to the creation of a year-long action plan designed to optimize Enroll Wyoming’s marketing and communication processes. This phase involved focusing on content that targeted specific communities, such as Native American populations and Medicaid extensions for pregnant women.
Industry
Health Insurance
Focuses and Media
The partnership with Enroll Wyoming presented several significant challenges:
Increasing Enrollment: The core challenge was driving insurance enrollment in a state with historically low participation rates. Kalen had to ensure that the messaging effectively communicated the benefits of health insurance and reached the uninsured populations, particularly those unfamiliar with insurance options.
Kalen launched a full-fledged branded campaign across multiple platforms to raise awareness and drive enrollment. The campaign included:
In addition to running the campaign, Kalen designed and built a new website for Enroll Wyoming, providing them with an easy-to-update platform that allowed for data tracking and reporting.
After the initial campaign, Kalen conducted a thorough review of what worked and what didn’t based on enrollment data and campaign performance. This analysis allowed Kalen to develop a long-term strategic plan that improved Enroll Wyoming’s communication, processes, and marketing efforts. The action plan focused on:
Although Kalen can’t take full credit, Wyoming saw a significant increase in insurance enrollment during open enrollment, likely driven by the efforts of the Enroll Wyoming campaign. The new website provided a seamless user experience, making it easier for residents to learn about and sign up for insurance. Data collected from the campaign enabled better decision-making and targeted future outreach efforts.
The collaboration between Kalen and Enroll Wyoming continues to have a lasting impact, with improved messaging, better-targeted campaigns, and a well-structured action plan to guide future efforts. The foundation built in 2022 and refined in 2023 has set Enroll Wyoming on a path to further success in educating and enrolling the state’s uninsured and underinsured populations.
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