The Problem

UHA Health Insurance needed an integrated marketing approach to enhance brand awareness, strengthen customer engagement, and generate leads. The annual advertising campaign lacked cohesion, with ads treated as standalone deliverables, low employee engagement, and minimal internal and external brand alignment.

The Solution

Extended the reach of UHA’s messaging through strategic storytelling and diverse deliverables. The campaign encompassed project management, strategic planning, branding, and lead generation to support UHA’s marketing initiatives.

Strategic Planning & Project Management

Developed a content calendar to align marketing efforts with business goals.
Managed a production budget of $80,000, ensuring efficient allocation across creative assets.
Led a cross-functional team of vendors specializing in branding, media buying, digital ad management, and community partnerships.

Brand Awareness & Engagement

Strengthened partnerships with well-known organizations like the YMCA and the Hawaii Primary Care Association (HPCA) to enhance credibility and audience reach.
Repurposed campaign content across UHA-owned and paid channels to maximize exposure.

Integrated Multi-Channel Campaign Execution

Hightlights

✔ Increased brand awareness through strategic partnerships and storytelling.
✔ Improved engagement with both internal employees and external audiences.
✔ Strengthened lead generation efforts with optimized digital marketing strategies.
✔ Enhanced campaign efficiency with a structured content strategy and multi-channel execution.

B2B Marketing Initiatives

Managed a team of vendors to develop client testimonials featuring business partners to highlight UHA’s impact.
Developed blog articles amplifying UHA’s symbiotic connection with HPCA and YMCA.
Managed a team of vendors who produced targeted advertisements for business audiences.

B2C Marketing Initiatives

Showcased real customer stories (e.g., Cassidy’s story) to emphasize the importance of preventive care.
Managed a team of vendors who produced advertisements that resonated with consumer audiences.
Featured blog articles in UHA’s paid media campaigns and UHA owned channels.

Digital Marketing & Lead Generation

Optimized landing page content for improved user experience and conversion rates.
Managed creative assets for brand consistency across all platforms.
Oversaw the digital ad agency responsible for paid media campaigns across Google Ads, Meta Ads, and YouTube to drive traffic and engagement.