The Balancing Incentive Program (BIP) was a grant given to The New Hampshire Department of Health and Human Services (DHHS) with the purpose of increasing statewide awareness of and access to long-term care services and supports across New Hampshire’s communities. Millennium was chosen to collaborate with DHHS in developing and executing the branding, creative messaging, mass media, and statewide outreach and awareness campaign for this initiative. In order to effectively raise awareness and provide education to consumers about the benefits and options available through the no wrong door (NWD) system, and educate community partners on their role in the NWD initiative, Millennium developed a unified campaign, consistent across all platforms, with the goal of increasing overall engagement.
Millennium’s marketing strategy focused on a campaign that would inform consumers and guide them to the NWD system, as well as educate core and referring partners on their roles in the initiative.
Naming options were researched through online surveys to stakeholders and key audiences. NHCarePath was the selected name, and the logo development process resulted in a stacked logo with a vibrant blue and green color palette.
Through strategic creative design and messaging, Millennium worked closely with a workgroup of key representatives from organizations involved in the NWD initiative.
Millennium then lead the development of a variety of outreach and education materials such as a poster, rack card, brochure, billboard, print ad, radio spot, direct mailer, and online marketing and SEO. Millennium also researched and developed highly customized regional marketing plans for the five segments of the state; North, South, East, West, and Central.
The NHCarePath campaign showed substantial results in reaching the various populations of the state, including the North, South, East, West, and Central regions.
By targeting initiatives to specific demographics, including access to the internet, age, education level, income level, and more, Millennium delivered more than 52.9 million total impressions statewide, 43.1 million of which were from traditional media including television, radio, print, billboards, direct mail, and outreach materials.
Millennium also delivered more than 9.8 million impressions from highly targeted digital campaigns including pay-per-click, online display, and social media. The campaign also provided outreach materials and education to more than 50 statewide core partners and more than 12,000 referring partners.
In total, traditional and digital initiatives resulted in more than 54,000 visits to the NHCarePath website, more than 45,000 of which were new users. The campaign was a great success, increasing statewide awareness of and access to long-term care services and supports across New Hampshire’s communities.
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