Rocky Mountain Health Plans (RMHP) is a health insurance company native to the Western Slope. With deep ties to the region, it made sense to strategically focus marketing efforts on this unique area of Colorado.
Insurance companies have only a three-month open enrollment period each year, giving marketing a small window to reach, educate and convert consumers. There's an old saying that audiences need to see a brand’s message 3 times to make an impression that will trigger brand recall. Today, that number can be as high as 7 to 21 times, demonstrating the importance of quantity and quality of promotional messaging. Industry-wide competition for consumers’ attention during open enrollment only compounds the marketing challenge RMHP faces during this critical time of year.
A highly engaging, multi-channel promotional campaign was required to cut through the clutter and rise above the competition in order for RMHP to be successful.
Parallel Path proposed a strategy that integrated traditional media to amplify the reach of RMHP’s message beyond the digital landscape. Parallel Path would execute an extensive, high-frequency media campaign that would reach residents through a variety of online and offline channels:
Digital Media Services
Digital Video Advertising
Digital Display Banners
Digital Remarketing & Retargeting Banners
Pandora Radio and Display Ads
Traditional Media Services
National Public Radio Underwriting
Mesa Mall, Grand Junction Directories, Banners and Door Clings
Billboards (Static and Digital)
Movie Theater Film Screens and LED Lobby Screens
Campaign Concept, Messaging & Development
People are drawn to authentic, relatable stories. With that in mind, Parallel Path drew audiences into the lives of their fellow Western Slope neighbors (and RMHP members) via an integrated marketing campaign anchored around stunning and engaging film content. RMHP Presents: Life On The Western Slope tells the stories of three Western Slope residents protected by RMHP.
When developing messaging Parallel Path needed to bridge the gap between the films and their relevance to RMHP, using emotion to marry brand to audience. By aligning the messaging with essential human needs (safety, family, friends, accomplishment, and purpose), the audience felt a true connection to the RMHP brand.
People want to protect their families, passions, goals, and ambitions so that they can build a better future. When we are confident and safe we have the space to feel free, less stressed, and live healthier lives… and that’s the exact peace of mind that RMHP provides.
Videos were created in varying lengths to support distribution across digital, TV and movie theaters. Print and online ads were then created to support distribution across a variety of traditional and digital media outlets. Audio ads were developed for distribution on traditional and digital radio.
The campaign's call to action drives people to view short films at rmhpstories.com. The desire to learn more about RMHP is a natural byproduct of compelling stories that showcase the company’s commitment to the health and well being of all members.
With a deep understanding of data-driven marketing and a hearty dose of creativity, Parallel Path’s approach and framework enabled real-time optimizations of the marketing campaign. Real audience engagement data was measured during the campaign to influence content, asset rotation, and distribution via both traditional and digital media channels.